Mike Spataro@mikespataro   Copyright © 2010 Visible. All rights reserved.   1
Social Influence is the                                                      KILLER APP                                   ...
A consumer who has a GREATER THAN AVERAGE IMPACT    through word-of-mouth in a               relevant marketplaceCopyright...
Figuring out Social Influence to    DERIVE BUSINESS VALUEhas been challengingCopyright © 2010 Visible. All rights reserved...
There is    NO STANDARD    for defining the influence               of the online consumerCopyright © 2010 Visible. All ri...
TECHNOLOGY                        isn’t there yetCopyright © 2010 Visible. All rights reserved.   6
Companies are frustrated               OR WORSE YETbasing decisions on incomplete metricsCopyright © 2010 Visible. All rig...
Social influence continues to    GROW IN IMPORTANCECopyright © 2010 Visible. All rights reserved.   8
Social enables:                                         Recommendations from family• Customer acquisition                 ...
What percent of social conversationslead to PURCHASE INTENT?    60%                                      58%    55%       ...
Copyright © 2010 Visible. All rights reserved.   11
The Shift to Influence MetricsCopyright © 2010 Visible. All rights reserved.   12
Understanding Social Influence                                                      REACH                                 ...
COMMUNITYRANKWhichconsumers haveinfluence in agivencommunityCopyright © 2010 Visible. All rights reserved.   14
COMMUNITYRANKAuthors with strong“Influence Rank”have more anddeeper connectionsto othersCopyright © 2010 Visible. All righ...
Copyright © 2010 Visible. All rights reserved.   16
Discussion Authorityhelps identify which partsof automobileconversations the authorparticipates in. Thisprovides a more gr...
Centrality – assessment of                                                 community strength which                       ...
Page Views and Traffic                                ranking calculations.Copyright © 2010 Visible. All rights reserved. ...
Author Activity = ranking                                                 based on total # of posts by                    ...
Term Cloud showing what                                                 else the author talks about.Copyright © 2010 Visib...
Influence Rank shows                                                 where the author ranks                               ...
Copyright © 2010 Visible. All rights reserved.   23
CONSUMER INFLUENCE 2.0:                THE AGE OF CONFLUENCE• Intersection of online and offline consumer data and intelli...
The future is        PREDICATIVE ANALYSIS                   SOCIAL INFLUENCEBrands are flocking to … find, reward and recr...
Mike Spataro@mikespataro   Copyright © 2010 Visible. All rights reserved.   26
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2011 SXSW Panel Social Capital: The Billion Dollar Digital Future

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A summary of a 2011 SXSW panel around the Social Media Capital – what is means, it’s value to marketers and consumers and where it’s headed.

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2011 SXSW Panel Social Capital: The Billion Dollar Digital Future

  1. 1. Mike Spataro@mikespataro Copyright © 2010 Visible. All rights reserved. 1
  2. 2. Social Influence is the KILLER APP to Social CapitalCopyright © 2010 Visible. All rights reserved. 2
  3. 3. A consumer who has a GREATER THAN AVERAGE IMPACT through word-of-mouth in a relevant marketplaceCopyright © 2010 Visible. All rights reserved. 3
  4. 4. Figuring out Social Influence to DERIVE BUSINESS VALUEhas been challengingCopyright © 2010 Visible. All rights reserved. 4
  5. 5. There is NO STANDARD for defining the influence of the online consumerCopyright © 2010 Visible. All rights reserved. 5
  6. 6. TECHNOLOGY isn’t there yetCopyright © 2010 Visible. All rights reserved. 6
  7. 7. Companies are frustrated OR WORSE YETbasing decisions on incomplete metricsCopyright © 2010 Visible. All rights reserved. 7
  8. 8. Social influence continues to GROW IN IMPORTANCECopyright © 2010 Visible. All rights reserved. 8
  9. 9. 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
  10. 10. 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
  11. 11. Copyright © 2010 Visible. All rights reserved. 11
  12. 12. The Shift to Influence MetricsCopyright © 2010 Visible. All rights reserved. 12
  13. 13. 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
  14. 14. COMMUNITYRANKWhichconsumers haveinfluence in agivencommunityCopyright © 2010 Visible. All rights reserved. 14
  15. 15. COMMUNITYRANKAuthors with strong“Influence Rank”have more anddeeper connectionsto othersCopyright © 2010 Visible. All rights reserved. 15
  16. 16. Copyright © 2010 Visible. All rights reserved. 16
  17. 17. 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
  18. 18. Centrality – assessment of community strength which considers links, # of authors, and quality of sites being linked to/from.Copyright © 2010 Visible. All rights reserved. 18
  19. 19. Page Views and Traffic ranking calculations.Copyright © 2010 Visible. All rights reserved. 19
  20. 20. Author Activity = ranking based on total # of posts by author. Site Activity = ranking based on total site volume.Copyright © 2010 Visible. All rights reserved. 20
  21. 21. Term Cloud showing what else the author talks about.Copyright © 2010 Visible. All rights reserved. 21
  22. 22. Influence Rank shows where the author ranks from the list of top automobile authors.Copyright © 2010 Visible. All rights reserved. 22
  23. 23. Copyright © 2010 Visible. All rights reserved. 23
  24. 24. 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
  25. 25. 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
  26. 26. Mike Spataro@mikespataro Copyright © 2010 Visible. All rights reserved. 26

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