Understanding influence in social media


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How does social influence work in the current world of social media?

This presentation delves into the idea of what is social influence and how we can see influence at work online. It explores what an influencer is, and the different kinds of influence they can exert.

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Understanding influence in social media

  1. Understandinginfluence insocial mediaFrancesco D’Orazio, Research Director, Face, @abc3dAQR, London, 5 September 2011 © 2010 Thomas Doyle
  2. In 1958 Herbert Kelman identified threebroad varieties of social influence:"compliance appear to agree with others, butactually keep dissenting opinions private "identification influenced by someone who isliked and respected "internalization accept a belief or behavior andagree both publicly and privately © 2010 Thomas Doyle
  3. Our need to be rightInformational social Influence"Our need to be likedNormative social influence © 2010 Thomas Doyle
  4. The Asch Conformity Experiments
  5. The classical definition of social influence focusesmore on the the many influencing the one
  6. “Social influence occurs when an individuals thoughts, feelings or actions are affected by other people.”
  7. unless we are confronted with an extraordinary individual…
  8. authority
  9. celebrity
  10. charisma
  11. Now, has social mediachanged the mechanicsof social influence?
  12. Three types of structuresin social media:"Pyramid > Twitter"Circle > Facebook"Hybrid > Blogs, Google +
  13. Extended reach meansdemocratization of influence. The focus moves onto the " one(s) influencing the many Cosmic 140 © Information Architects, Inc. 2010
  14. Speed: scaling atnetwork level muchfaster then before
  15. Traceability means we can monitor the extended influence x
  16. Traceability means we can monitor the extended influenceNYTlabs > Project Cascade"structures underlying sharingactivity on the web"
  17. PurchasingSocialInfluence in Advocatingsocial media Conforming Polarizing the Discussion Setting the Agenda Generating Awareness
  18. …the underlying single mechanic being Behaviour Change © B.J. Fogg – The Fogg Behavior Model
  19. What defines aninfluencer?
  20. Universal influencers do not exist
  21. © 2010 Thomas DoyleDomain-specific influencers do exist
  22. Credibility: expertise,charisma, authority ina specific domain
  23. Trust: ability to set the agenda, trigger discussions andgenerating reactions
  24. Reach: access to apotentially widenetwork of people
  25. Network Quality:2nd, 3rd, 4th level connections
  26. Timing: ability tobe in synch withthe needs of theaudience
  27. Influence by volume
  28. Influence by visibility
  29. Influence by engagement
  30. Social network analysis shows influence networks are built on passions andinterests, not demographics.
  31. Michel Maffesoli introduced the idea of neo-tribalism in post-modern societies in 1996
  32. Social Media has‘just’ supportedan emergentbehaviour thatwas already there
  33. Too often influencenetworks analysis isassociated with PR andpromotions. "But its most valuablebenefit is actuallymapping audiences byclusters of passions andinterests
  34. And where does this leave demographics?
  35. ThanksFrancesco D’Orazio, @abc3d © 2010 Thomas Doyle