Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Beyond Social Scoring: Reversing
the Social Influence Model
Geoff Livingston
(filling in for Danny Brown)
Influencer Theories from Welcome
to the Fifth Estate
2#demand13
#demand13 3
Today, Influencers Portrayed as Heroes
4#demand13
We Want Coverage from Big Voices
5#demand13
Metrics Show Us Online Popularity
6#demand13
Tribes, Tribe Leaders, and Influence
Image by AMashuga
7#demand13
Complexity of Relevance
8#demand13
Tribe Leaders 
9#demand13
The Science of Networking & WOMM
Image by post-postmodern
10#demand13
Signaling Trust
11#demand13
Influencers Already Know Us
Image by VariedReflections
12#demand13
Contagions: Why Bubbles?
13#demand13
No Silver Bullet Answers
• Influencers approached like
media
• Social scoring models
measure attention
• Tribes build topical interest w/
weak ties...
15
• Influence extends well beyond
top bloggers and media
• WOMM needs to consider how
customers talk to each other
• Infl...
16#demand13
Move Beyond Earned Media
17
From Influence
Marketing by Danny
Brown and Sam Fiorella
#demand13
Customer Centric Influence
#demand13
1,886,434 Ways the Long Tail Beat Klout
• $2 million
• 18,000 donors
• Charities like Little Lights
Urban Ministries, For Love of
Children, Kristen Brooks
Hope Ce...
• Social media outreach
• Focus on Facebook, and
direct messaging
• Friends and ambassadors
took on the message
• Prepared...
21#demand13
How Tough Mudder Became the Fastest
Growing Brand in sports
22#demand13
Five Guys Gets WOMM & Coverage
• Customer centric approaches
• Pivots around great customer
experience
• Interactive and social turns the fly
wheel
• Pre...
24#demand13
What About Real Influencers, You Know,
Weblebrities?!?!?!
25#demand13
PayPal Paper on Celebrity/Weblebrity Based
Crowdfunding
26#demand13
How We Derived Our Conclusions
27#demand13
Success Combines Development and Social
Media Best Practices
28#demand13
Factor 1: Personal Story
29#demand13
Factor 2: Pre-Existing Community
30#demand13
Factor 3: Authentic Willingness
31#demand13
Tip: Vet Celeb/Weblebrity Partners
32#demand13
Passionate Willingness Includes Activation of
Connections
33#demand13
Tip: Avid Use of Social Media
34#demand13
Tip: Embrace the New Ambassador
• Influence metrics matter
very little
• Personal connections w/
community, authenticity, and
passion/willingness
• Go bey...
Image by Rajiv Patel 36#demand13
Upcoming SlideShare
Loading in …5
×

Beyond Social Scoring: Reversing the Social Influence Model

2,000 views

Published on

Geoff Livingston pinch hit for Danny Brown, and expanded beyond the customer centric model for influence. While brand awareness has increased overall, there are few examples of true success stories for social scoring-led campaigns. So forget Klout.

Real influence places customers at the heart of the marketing circle. But qualifying influencers takes more than customers. Here's a comprehensive look at influence in today's social graph system.

Published in: Business, Technology
  • How You Can Go From Dead Broke To Abundantly Wealthy By Using One Simple Mind Hack... ●●● https://bit.ly/2mganVe
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • How can I improve my memory and concentration? How can I improve my memory for studying?♥♥♥ https://tinyurl.com/brainpill101
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I made $2,600 with this. I already have 7 days with this...  https://tinyurl.com/make2793amonth
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL. BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Your opinions matter! get paid for them! click here for more info...★★★ http://ishbv.com/surveys6/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Beyond Social Scoring: Reversing the Social Influence Model

  1. 1. Beyond Social Scoring: Reversing the Social Influence Model Geoff Livingston (filling in for Danny Brown)
  2. 2. Influencer Theories from Welcome to the Fifth Estate 2#demand13
  3. 3. #demand13 3 Today, Influencers Portrayed as Heroes
  4. 4. 4#demand13 We Want Coverage from Big Voices
  5. 5. 5#demand13 Metrics Show Us Online Popularity
  6. 6. 6#demand13 Tribes, Tribe Leaders, and Influence
  7. 7. Image by AMashuga 7#demand13 Complexity of Relevance
  8. 8. 8#demand13 Tribe Leaders 
  9. 9. 9#demand13 The Science of Networking & WOMM
  10. 10. Image by post-postmodern 10#demand13 Signaling Trust
  11. 11. 11#demand13 Influencers Already Know Us
  12. 12. Image by VariedReflections 12#demand13 Contagions: Why Bubbles?
  13. 13. 13#demand13 No Silver Bullet Answers
  14. 14. • Influencers approached like media • Social scoring models measure attention • Tribes build topical interest w/ weak ties • Decisions made through complex factors • Science of networks shows how customers are influenced 14#demand13 Thoughts on Influencer Models
  15. 15. 15 • Influence extends well beyond top bloggers and media • WOMM needs to consider how customers talk to each other • Influence includes the crowd #demand13 Applied: Word of Mouth and Sales
  16. 16. 16#demand13 Move Beyond Earned Media
  17. 17. 17 From Influence Marketing by Danny Brown and Sam Fiorella #demand13 Customer Centric Influence
  18. 18. #demand13 1,886,434 Ways the Long Tail Beat Klout
  19. 19. • $2 million • 18,000 donors • Charities like Little Lights Urban Ministries, For Love of Children, Kristen Brooks Hope Center won • Keys to winning: Engaged community, authenticity and a willingness to work and activate a network. 19#demand13 Give to the Max Day: Greater Washington
  20. 20. • Social media outreach • Focus on Facebook, and direct messaging • Friends and ambassadors took on the message • Prepared constituents well before contest • Cultivated strong email list 20#demand13 How Little Lights Did It
  21. 21. 21#demand13 How Tough Mudder Became the Fastest Growing Brand in sports
  22. 22. 22#demand13 Five Guys Gets WOMM & Coverage
  23. 23. • Customer centric approaches • Pivots around great customer experience • Interactive and social turns the fly wheel • Precision targeting in media and influencer programs • Includes other marketing communications 23#demand13 Sales Approach Takeaways
  24. 24. 24#demand13 What About Real Influencers, You Know, Weblebrities?!?!?!
  25. 25. 25#demand13 PayPal Paper on Celebrity/Weblebrity Based Crowdfunding
  26. 26. 26#demand13 How We Derived Our Conclusions
  27. 27. 27#demand13 Success Combines Development and Social Media Best Practices
  28. 28. 28#demand13 Factor 1: Personal Story
  29. 29. 29#demand13 Factor 2: Pre-Existing Community
  30. 30. 30#demand13 Factor 3: Authentic Willingness
  31. 31. 31#demand13 Tip: Vet Celeb/Weblebrity Partners
  32. 32. 32#demand13 Passionate Willingness Includes Activation of Connections
  33. 33. 33#demand13 Tip: Avid Use of Social Media
  34. 34. 34#demand13 Tip: Embrace the New Ambassador
  35. 35. • Influence metrics matter very little • Personal connections w/ community, authenticity, and passion/willingness • Go beyond mentions and integrate marketing • Incorporate development best practices 35#demand13 Summary Points
  36. 36. Image by Rajiv Patel 36#demand13

×