2011 SXSW Panel Social Capital: The Billion Dollar Digital Future

Social enables: Recommendations from family• Customer acquisition and friends trump all other• Customer loyalty consumer touchpoints when it comes to influencing purchases.• Better product development• Hyper-personalized Inner circle trumps at decision time 58% of Americans say that people that marketing they know well and trust are the most• Improved customer important single factor in the final service decision on major purchases.• HIGHER SALESCopyright © 2010 Visible. All rights reserved. 9

What percent of social conversationslead to PURCHASE INTENT? 60% 58% 55% C R 50% 49% 50% E D P P 45% A I U S B S R 40% C I - L A H 35% I L A T O S 30% N E Y G 25% Base: Brand conversations across all categories (n=105,450) Credibility Pass-Along Purchase Source: TalkTrack®, January – December 2010Copyright © 2010 Visible. All rights reserved. 10

Understanding Social Influence REACH • Reflects the potential number of impressions an author can generate RELEVANCE • Amount of relevant posts an author contributes to the community RESONANCE • How much activity is generated when an author publishes relevant content CENTRALITY • The importance of a person in a communityCopyright © 2010 Visible. All rights reserved. 13

Discussion Authorityhelps identify which partsof automobileconversations the authorparticipates in. Thisprovides a more granularlook into what made theauthor relevant.Copyright © 2010 Visible. All rights reserved. 17

CONSUMER INFLUENCE 2.0: THE AGE OF CONFLUENCE• Intersection of online and offline consumer data and intelligence• Game changing technology integration: Semantic & Social• Behavior mapping across communities and channels Copyright © 2010 Visible. All rights reserved. 24

The future is PREDICATIVE ANALYSIS SOCIAL INFLUENCEBrands are flocking to … find, reward and recruit theirmost-influential consumers, … (and) the push to measureinfluence shows no signs of stopping. —Greg Shove, Halogen Network & Kohlberg VenturesCopyright © 2010 Visible. All rights reserved. 25

2011 SXSW Panel Social Capital: The Billion Dollar Digital Future

by jrodrug

Accessibility

Upload Details

Usage Rights

1 Embed 3

Statistics

2011 SXSW Panel Social Capital: The Billion Dollar Digital Future Presentation Transcript