[Matt Morrison] The Societal Web: How we can Model & Measure 'Influence'

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Mat Morrison, Social Media Planner and Entrepreneur - presented at Hit Me! Social Media and Search @ Microsoft HQ

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[Matt Morrison] The Societal Web: How we can Model & Measure 'Influence'

  1. 1. The Social Web: modelling & measuring influence
  2. 2. Start clapping now
  3. 3. (easier to get the applause in early)
  4. 4. Keep clapping
  5. 5. Clap louder
  6. 6. Don’t stop until I tell you
  7. 7. CLAP LOUDER!
  8. 8. I’m not going to start until I’m happy, you know...
  9. 9. and I can wait here all day
  10. 10. KEEP CLAPPING!
  11. 11. Mat Morrison
  12. 12. linkedin.com/in/mediaczar
  13. 13. @mediaczar
  14. 14. • Social Media: what it isn’t • Influencers: how to spot them • Homophily & Social Norms • Why “Viral” often isn’t • Complete Bloody Strangers
  15. 15. Social Media what it isn’t
  16. 16. Audience has an audience
  17. 17. Use people as a channel
  18. 18. (naïve)
  19. 19. Not (just) about publishing
  20. 20. Filters
  21. 21. Bypass filters
  22. 22. (sophisticated)
  23. 23. Influencers and how to spot them
  24. 24. how do we talk to as few people as possible to reach as many as possible ?
  25. 25. Popularity (reach)
  26. 26. I have 213 friends
  27. 27. My “egonet.” Srsly
  28. 28. Frequency distribution 20 15 10 5 0 10 60 90 460 2007
  29. 29. Eigenfactor
  30. 30. Frequency distribution 20 15 10 5 0 10 60 90 460 2007
  31. 31. Betweenness
  32. 32. What if there are no influencers?
  33. 33. Remember clapping?
  34. 34. Individual Social Conscious decision- Unconscious copying making Emotional brand- engagement
  35. 35. Homophily Social Norms
  36. 36. Homophily
  37. 37. Educated guesses • Age • Location • Gender • Gender preference • Entertainment preference • Product preference
  38. 38. Social Norms
  39. 39. 171% increased risk of obesity if your close friend is obese ‘The Spread of Obesity in a Large Social Network over 32 Years’: Christakis & Fowler, (New England Journal of Medicine, July 26 2007)
  40. 40. Susceptibility
  41. 41. Why “Viral” often isn’t
  42. 42. exponential curve
  43. 43. diffusion curve
  44. 44. But...
  45. 45. hiccough
  46. 46. hiccough attack
  47. 47. Social networks are clumpy
  48. 48. London Twitter Festival Ends in Chaos as Crowd Clashes with Facebook Enthusiasts
  49. 49. Original Tweet: 0834hrs
  50. 50. Cascade: 1
  51. 51. Cascade: 2
  52. 52. Cascade: 3 (shows 2)
  53. 53. Cascade: 4 (shows 3)
  54. 54. Cascade: 5 (shows 4)
  55. 55. Friday, 11 Sep 2009 1115hrs
  56. 56. Initial tweet responsible for 2K visitors
  57. 57. Frequency distribution OTS/time 20,000 15,000 10,000 5,000 0 08:34 09:41 11:43
  58. 58. hiccough attack
  59. 59. Frequency distribution OTS/generation 30,000 22,500 15,000 7,500 0 Gen 0 Gen 1 Gen 2 Gen 3 Gen 4 Gen 5
  60. 60. hiccough
  61. 61. The Circle of Complete Bloody Strangers
  62. 62. Don’t talk to strangers
  63. 63. Thank you.

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