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[Slides] The Rise of Digital Influence, with Brian Solis


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Note: These are slides only. The recording is also available on Slideshare at:

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:

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  • Both the slides and video replay will be available on the Altimeter website shortly (along with all other past webinars):

    The video replay for this webinar is now available on Slideshare:
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[Slides] The Rise of Digital Influence, with Brian Solis

  1. 1. @briansolis
  2. 2. You are now marketing to an audience with an audience of audiences
  3. 3. The Human Network =The Human Algorithm
  4. 4. Everyday people are now personal media networks that influence consumer behavior
  5. 5. Welcome to theEGOSYSTEM @briansolis
  6. 6. Influence starts with the “me” in social media
  8. 8. A credit score forTHE SOCIAL WEB
  9. 9. You are alreadyINDEXED
  10. 10. What you say here contributes to What you say here, contributes your “score”to your social capital
  12. 12. It’s about striking a balance between our personal brand and the brand we represent
  13. 13. The State of Digital Influence Marketing
  14. 14. 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
  15. 15. Klout and other “influencescores” are increasingly beingadopted by analytics vendorsand others
  16. 16. Chevrolet says it got 16,000 positiveconsumer mentions on social media;user-generated videos; threerequests to take advantage of aspecial discount and one confirmedpurchase.
  17. 17. “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
  18. 18. 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
  19. 19. 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
  20. 20. Social media amplification is off thecharts… we can see thatprograms that target influencerscan change behavior. - Molly O’Donnell, Director ofInfluencer Marketing at Microsoft
  21. 21. PeerIndex partnered with a number ofbrands to offer PeerPerks: “high valueexclusive offers that you can claimbased on your PeerIndex rank andTopical PeerIndex rank”
  22. 22. Understanding influence
  23. 23. Influence is the ability to cause effect orchange behavior
  24. 24. Understanding the importance ofdigital influenceRequires answering important questions…
  25. 25. • 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?
  26. 26. Research by: Robert Cialdini Infographic by: Tabjuice
  27. 27. 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
  28. 28. 1+1=∞Influencer engagementis additive totraditional one-to-many broadcastcommunication addinga 1-to-1-to-many layer
  29. 29. Influencer Mapping Helps…1. Build relationships with the right people2. Build trust3. Foster advocacy4. Shape experiences and reputation5. Cause measurable outcomes
  30. 30. 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
  31. 31. The Problem with Measuring Influence
  32. 32. 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
  33. 33. What does the # really mean and why does it matter?
  34. 34. With executives increasing demand onROI, brands must tread strategically asthey experiment with influencercampaigns.
  35. 35. 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
  36. 36. social capital vs. influence
  37. 37. Social capital is the key that unlocksdigital influence and new customer touchpoints.
  38. 38. Social Capital = The collective valueof all social networks and theinclinations that arise from thesenetworks to do things for each other-Robert Putnam
  39. 39. Social capital can be measured by theamount of trust and reciprocity in acommunity or between individuals-Robert Putnam
  41. 41. 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
  42. 42. 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.
  43. 43. How Social Capital Becomes Influence
  44. 44. A person’s stature within each networkcan directly affect behavior or cause aneffect.
  45. 45. The size of networks to cause effectis irrelevant. The idea that only largenetworks can cause effect is a myth.–David Armano, Executive Vice President, Edelman Digital
  46. 46. Engagement becomes a form of currency:The goal is to have influentials spend social capital on your brand
  48. 48. Influence Action Plan
  49. 49. 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
  50. 50. In the end, you are the true measureof influence…
  51. 51. Download the report:
  52. 52. © 2012 Altimeter Group