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The Social Mind


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By: Vanessa DiMauro, SNCR Board Director and Co-Research Chair and CEO of Leader Networks …

By: Vanessa DiMauro, SNCR Board Director and Co-Research Chair and CEO of Leader Networks
Peter Auditore, SNCR Senior Fellow and Principal of Asterias Research
Don Bulmer, SNCR Board of Director and VP of Communication Strategy of Royal Dutch Shell
Presented at the 7th Annual SNCR Research Symposium
November 9, Stanford Park Hotel

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  • 1. The Social MindBy: Vanessa DiMauro, SNCR Board Director and Co-Research Chair and CEO of Leader NetworksPeter Auditore, SNCR Senior Fellow and Principal of Asterias ResearchDon Bulmer, SNCR Board of Director and VP of Communication Strategy of Royal Dutch ShellPresented at the 7thAnnual SNCR Research SymposiumNovember 9, Stanford Park Hotel
  • 2. A New Global Social Anthropology• Social networking is changing the face of human interaction andcommunications globally. Interrelationships between individuals,organizations, thought leaders and influencers are evolving in new andpreviously unforeseen ways thanks to the advent of social media networksand peer groups.• This paradigm shift represents a major communications innovation in allmarkets, and is radically changing the way people and organizations engageand behave online.• There is also a strong link between social networking and what might becalled “a new global anthropology” that is developing because of theinteractions and interrelationships between cultures enabled through socialmedia.
  • 3. Social Mind Project Objectives• The Social Mind research project was conducted by Society of NewCommunications Research (SNCR) Fellows, and was designed to exploreand understand these interrelationships and how they impact theconsumption of information across social media channels and influenceflow.• Social Mind findings are enabling B2B, B2P, B2C or Cause marketers tounderstand the importance and relevance of content - and - its ultimateimpact and influence on behaviours, beliefs, decisions and actions.
  • 4. New Principals of Engagement in this Millennium• The Social Mind research has identified many key characteristics andinsights into the engagement behaviours of influencers and individuals,and how organizations can maximize reach and influence to execute onwhat we call the new Principals of Engagement in this Millennium.• The New Symbiosis of Professional Networks research conducted threeyears ago identified what we called a Social Media Peer Group, (SMPG)this is essentially a Web 2.0 community of interest around a specifictopic and/or business in the course of this treatise we will refer to themas Social Media Networks (SMNs). SMNs, are not always groups ofpeers, but are enabled by the new social media human computerinterfaces and platforms that facilitate easier information sharing andcollaboration.
  • 5. Abstract & Key Findings• Social Media Networks have evolved into trusted expert networksthat are beginning to replace traditional news and informationsources.• This is a huge shift in information and influence flow as nearly 65%of the sample base indicated that SMNs and professional networksare more trust worthy than traditional news and informationaggregators.• The Social Mind research study clearly defines the characteristicsand behaviour of social media influencers within social medianetworks that impact the brand, reputation and potentially the saleof products.
  • 6. Characteristics of Social Media InfluencersKey Characteristics of Social Media Influencers:•They are experts.•Informed.•Trusted.•Educators.•Engage and care about the information they share.
  • 7. Synopsis of Question FlowQuestions (1-5) Focus on online information exchange and participation in communities:With whom it is exchanged.How respondents spent their time online.Why they participate in groups online.And which online information sources are the most meaningful.Questions (6-13.) Examine reasons for participating in Social Media Networks, preferred channels,content format and type.Questions (14-16.) Profile motivations, behaviour and frequency of content sharing.Questions (17-21.) Examines content creation, type of content created, content creator behaviourand engagement in Social Media Networks and primary reasons for creating online content.Questions (22-30) Are primarily demographic in nature.
  • 8. Sample BaseSample Base & DemographicsThe majority of the sample base are 300 highly educatedAmericans with at least a BS degree.Nearly 50% of those create content through blogging, the otherhalf of the sample base engage and create content in socialmedia networks.
  • 9. Summary: Characteristics of the Social MindThere are some consistent characteristics of the Social Mind•Educated.•Influential.•Care about the information they share.•Expert in a specific subject matter.•Informed about their topic and the world.•Tend to follow through on how their content is being consumed.•They are ultimately community participants through the socialchannel and relate to people and information via content.
  • 10. Summary: Social Gets Serious• People with expertise are using content as a means to elevate their brand and are directlyassociating themselves with the information they share.• The trust factor is built on a content association/affiliation.• People with expertise are taking their endorsements more seriously than ever before andneed to believe in the information in order to share it broadly.• All this leads to boundaries of consequence and social identities to show value and expertsuse their relationships with content to craft their personas online and identities to show value.• We now see a clear separation of an individual’s online persona and how they use socialmedia to manage relationships.• The emergence of the professional me, the personal me, the friend me and the consumer mereflects human behavior that is driving the evolution of social media engagement, G+ circlesFacebook lists.
  • 11. Summary: Shift in Information Flow• The role of the expert is rising in importance on the social sphere.• The need for expert content is high among content consumers.• Journalists are no longer considered the most authoritative sources forinformation and traditional media is just a leader to let people know what theyneed to self-educate.• Instead, content consumers find greater value in curated content from expertsin order to discover the information they need.
  • 12. Summary: New Principals of Engagement1. Identify all channels of influence traditional and social media including,books, speaking, blogs, micro-blogs, social media group membership.2. Profile and understand the ecosystem of influence around influencersthrough their channels social and not social media driven.3. Evaluate the business models of influencers and strategize about howto engage with them in ways that are aligned with business initiatives.4. Create and maintain an influencer scorecard that can be leveraged andmanaged across products, services and regions by influencer type.5. Execute and maintain sustainable engagement models that leveragetheir expertise, thought leadership and influence.
  • 13. Peter J. Auditore is the Principal Researcher at Asterias Research, a boutique consultancy focused onstrategic and executable marketing communications for the millennium. Formerly Mr. Auditore was Headof SAP’s Business Influencer Program. As a veteran of four technology start-ups including: Zone Research(Cofounder), Hummingbird (VP Marketing Americas), (President) and Exigen Group, (VPCorporate Communications), Mr. Auditore has twenty five years of experience in selling and marketing software toLE and SME organizations worldwide. A frequent speaker at industry conferences and tradeshows, Mr. Auditorehas written many technology press articles, industry white papers and is a regular blogger.Vanessa DiMauroSociety of New Communications Research Senior Fellow and Research Co-chair and CEO of LeaderNetworksVanessa is a popular speaker, researcher and author. With more than 15 years of experience in socialmedia leadership positions, she has founded and run leading online communities for CXO Systems, CambridgeTechnology Partners and IDG, and has developed winning social strategies for influential companies such asCisco, Cognizant, EMC, Palladium Group and SAP. Her work has been covered by leading publications such asThe New York Times, The Wall Street Journal and CIO Magazine.Don BulmerSociety of New Communications Research Senior Fellow, Board Member and VP of CommunicationStrategy of Royal Dutch ShellDon has more than 18 years of multi-national experience leading award-winning marketing,communication and business development programs with measurable effect in accelerating the sales andcompetitive strength of enterprise technology, Internet start-up and professional service companies.About the Researchers
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