Social Influence Marketing presentation given at SXSW 2008 in Austin, TX. Themed Going Social Now it discussed how brands can play in the social media space
Social Influence Marketing presentation given at SXSW 2008 in Austin, TX. Themed Going Social Now it discussed how brands can play in the social media space
Digital Communications Platform Incorporating all existing communications tool Channels built on same technology platform Employee Channel Media Channel Distributor Channel Supplier Channel Retiree Channel Content can be pulled into satellite apps Content pulled into different channels Content Employees Intranets, Extranets, Research Portals etc. Third Party Satellite Applications Company Owned Satellite Sites Your Environment You need to let consumer shape the experiences
A social network is “ a set of people (or organizations or other social entities) connected by a set of social relationships , such as friendship, co-working or information exchange.” (Garton et al., 1997)
Why does it matter?
Humans suffer from information overload. Know-who information rather than know-what, know-how or know-why information has become most crucial. It involves knowing who has the needed information and being able to reach that person (Johnson et al. 2000).
The Strength of Weak Ties
Weak ties more powerful than strong ties
Information diffused through weak ties
Strong ties are insular and closed
Strong ties - weak ties - absent ties
Absent ties are completely useless
Marc Granovetter is recognized for his research into the strength of weak ties
Centrality
Degree point: C and K have the most nodes connected to them.
Control: D serves as the bridge between the most nodes and controls the flow of information.
Independence: K is most closely connected to the other nodes by multiple nodes (I and Q).
Singletons, Giant Components & Middle Regions Kumar, Novak and Tomkins (2006). Research compared Flickr and Yahoo 360. 5 million users
What happens over time on the networks A connection is made between one of the isolated networks from the middle region connects to the giant component.
Until finally… The formerly isolated network becomes part of the giant component. This happens again and again.
Other Key Concepts
People join networks if they already have friends on them
Behavior patterns on one network are influenced by others
Growth happens in the giant component and is influenced by stars
Network size has a complex influence on members
Sharing Implications
People will collaborate online, if they trust each other offline
Networks are driven by common property or event based relationships.
A person’s location in a social network influences their sharing ability. The greater your centrality, the more likely that you are to share.
Social Media Implications
People “put in a position” to disseminate information that belongs to someone else in their social network. That’s where trust breaks down
Information needs to travel just two ties away before control is lost. Sometimes you want that, often you don’t. If so, build the walls
The stages of a collaboration endeavor determine the type of collaboration support required. User based evaluations are important
For sustained interest in a social network, shared attributes are not sufficient. A “trace” like a group photograph, representing the interaction is often the validation that most people seek.
Jen Flitter
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