Note: These are slides only. The recording is also available on Slideshare at: https://www.slideshare.net/Altimeter/the-rise-of-digital-influence-with-brian-solis-13017768
Digital Influence is one of the hottest trends in social media, yet is largely misunderstood.
This webinar, expanding upon Brian's recent report, will discuss in greater detail what digital influence is and how businesses can leverage it to their advantage.
How does influence spread online? How does it cause effect? What are the possible outcomes, and how can they be measured? Brian will answer these questions and others, as well as discuss a clear Action Plan to help businesses capitalize on Digital Influence.
Brian's report, The Rise of Digital Influence, is available on the Altimeter Group website at: altimetergroup.com/research/reports/the-rise-of-digital-influence.
I only get my problems solved on Twitterbecause of my influence score. I feelsorry for those who don’t have a highscore.- Your customers already get it
Klout and other “influencescores” are increasingly beingadopted by analytics vendorsand others
Chevrolet says it got 16,000 positiveconsumer mentions on social media;user-generated videos; threerequests to take advantage of aspecial discount and one confirmedpurchase.
“Two years ago, Salim at SAP inspiredPriscilla Scala and I to work on “SocialProfiling.” We brainstormed profilemarkers then wrote code that sorted SAPfollowers into dynamic buckets based onInfluence and Bio categories.” – JodeeRich, Kred Blog
Prior to running any influencer campaign, the team firstidentified who it is Microsoft is trying to reach, where they are,what media they consume, and how they behave. The researchfound that upwards of 70% of its target consumers areinfluenced by their peers. - Molly O’Donnell, Director of Influencer Marketing at Microsoft
It was our hope that people would come out of it asWindows Phone evangelists. Our objective wasn’t tosimply get tweets or updates, but instead measurewhether or not this program changed familiarity orthe likelihood to purchase a phone. - Molly O’Donnell, Director of Influencer Marketingat Microsoft
Social media amplification is off thecharts… we can see thatprograms that target influencerscan change behavior. - Molly O’Donnell, Director ofInfluencer Marketing at Microsoft
PeerIndex partnered with a number ofbrands to offer PeerPerks: “high valueexclusive offers that you can claimbased on your PeerIndex rank andTopical PeerIndex rank”
Influence is the ability to cause effect orchange behavior
Understanding the importance ofdigital influenceRequires answering important questions…
• What is influence, and what makes someone influential?• Who is influential in social networks and why?• Why would they engage with us?• How can I recognize influence or the capacity to influence?• What effect does digital word of mouth have on my business?• How can I measure successful engagement with influential consumers?
Research by: Robert Cialdini Infographic by: Tabjuice
The Dynamic Customer Journey 3. Commerce Self-expression Feedback Evaluation 2. Pre-Commerce Expert Purchase Engagement Reviews Brand Strength Consideration Word of Mouth Discovery Experience Introduction Sentiment Interruption Post-purchase research Influence Loop Validatio n Experimentation Awarenes Advocate s Passive Reconsideration Sentiment Loyalist Loyalty Interruption1. Formulation Commitment Bond 4. Post-Commerce
Influencer Mapping Helps…1. Build relationships with the right people2. Build trust3. Foster advocacy4. Shape experiences and reputation5. Cause measurable outcomes
Businesses have a finite amount of money and time;therefore, they must identify the most connectedpeople that can to help expand their reach. Thevalue to businesses is that they can have access tothe respective Rolodex of consumers and rewardthem as a result.- Dr. Bernardo Huberman, Director of HP Labs
We live in a society obsessed with measurement, butthe act of measuring often means that the thingbeing measured becomes illusive. When sociologistsmeasure social capital, they do so from a distanceprecisely because people would try to game themeasurement. But whats happening here isnt justmeasurement: its trying to leverage measurement todo something. Thats where it loses its role as ameasurement process.- danah boyd, Senior Researcher at Microsoft Research
What does the # really mean and why does it matter?
With executives increasing demand onROI, brands must tread strategically asthey experiment with influencercampaigns.
When ROI = The Realization of Influence • Brands cannot afford to make marketing or engagement decisions based on scores alone • Do these new services that capture social media scores equate to influence? No…and that’s why we’re here today • In digital influence, value is in the eye of the beholder • In the end, the true measure of influence is determined by an outcome or extent of change
The Pillars of Influence:Understanding the 3R’s Resonance: The measurement of the duration, rate, and level of Reach: Relationships form interactivity around content, a topic, or conversations. Relevance: Topical the social graph and define relevance forms the how far information can High resonance ensures that more people will see interest graph and the travel across the social communities of focus. graph and communities at each post or update. Individuals aligned through large. Reach is a measure subject matter create a of popularity, affinity, and series of linked potential impact. relationships that send information along communities of focus
The New Era of Consumer Influence:When Nobodies Become Somebodies Frequency: The rate a social object, topic, or Authority: Expert on Popularity: The state of person materializes in subject matter. Authority being liked, admired, or social streams. prompts respect, which is a supported by many people. reward for expertise or Period: The length or specialty. Proximity: The location of portion of time it remains an individual is taken into visible after the initial Trust: Difficult to measure, consideration where effect appearance. trust is a key trait in is necessary within a relationships. Trust is the particular setting or Amplitude: The level of firm belief in the reliability, environment. engagement within a truthfulness, or ability of network. someone. Goodwill: Increases appreciation and the Affinity: A natural liking or probability for collaboration sympathy for someone or and action. something.
Influence Action Plan1. Start with the end in mind…what do you want to effect or change? 2. Identify your influencer archetypes and what they value 3. Define the engagement parameters and outcomes 4. Review vendors and choose your partner/s 5. Measure. Optimize
In the end, you are the true measureof influence…
Download the report:http://www.slideshare.net/Altimeter/the-rise-of-digital-influence