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. Understanding influence in social media Francesco D’Orazio, Research Director, Face, @abc3d AQR, London, 5 September 2011 © 2010 Thomas Doyle
- 2. In 1958 Herbert Kelman identified three broad varieties of social influence:" compliance appear to agree with others, but actually keep dissenting opinions private " identification influenced by someone who is liked and respected " internalization accept a belief or behavior and agree both publicly and privately © 2010 Thomas Doyle
- 3. Our need to be right Informational social Influence" Our need to be liked Normative social influence © 2010 Thomas Doyle
- 4. The Asch Conformity Experiments
- 6. The classical definition of social influence focuses more on the the many influencing the one
- 7. “Social influence occurs when an individual's thoughts, feelings or actions are affected by other people.”
- 8. unless we are confronted with an extraordinary individual…
- 9. authority
- 10. celebrity
- 11. charisma
- 12. Now, has social media changed the mechanics of social influence?
- 13. Three types of structures in social media:" Pyramid > Twitter" Circle > Facebook" Hybrid > Blogs, Google +
- 14. Extended reach means democratization of influence. The focus moves onto the " one(s) influencing the many Cosmic 140 © Information Architects, Inc. 2010
- 15. Speed: scaling at network level much faster then before
- 16. Traceability means we can monitor the extended influence x
- 17. Traceability means we can monitor the extended influence NYTlabs > Project Cascade" structures underlying sharing activity on the web"
- 18. Purchasing Social Influence in Advocating social media Conforming Polarizing the Discussion Setting the Agenda Generating Awareness
- 19. …the underlying single mechanic being Behaviour Change © B.J. Fogg – The Fogg Behavior Model
- 22. Universal influencers do not exist
- 23. © 2010 Thomas Doyle Domain-specific influencers do exist
- 24. Credibility: expertise, charisma, authority in a specific domain
- 25. Trust: ability to set the agenda, trigger discussions and generating reactions
- 26. Reach: access to a potentially wide network of people
- 27. Network Quality: 2nd, 3rd, 4th level connections
- 28. Timing: ability to be in synch with the needs of the audience
- 33. Social network analysis shows influence networks are built on passions and interests, not demographics.
- 34. Michel Maffesoli introduced the idea of neo- tribalism in post- modern societies in 1996
- 35. Social Media has ‘just’ supported an emergent behaviour that was already there
- 36. Too often influence networks analysis is associated with PR and promotions. " But its most valuable benefit is actually mapping audiences by clusters of passions and interests
- 37. And where does this leave demographics?
- 38. Thanks Francesco D’Orazio, @abc3d © 2010 Thomas Doyle