Digital Influence: Real-time Web Professor Matthew Kushin, PhDShepherd University | Department of Mass Communication | 2012
Preview Today Real Time Web Next Class Content sites (blogs, websites)
Review: Scores? Brian Solis states “Influence is not popularity and popularity is not influence.” Sites like “Klout” are controversial. People game these sites to increase their scores. PR people chase false influencers, wasting time!
Review: Digital Diffusion Innovations diffuse in our highly networked world today via social media. Problem: How influence occurs through these online channels is debated, often unknown, and people are trying to make $ selling a ‘formula’ it to us
Questions to investigate Who is talking about us? What are they saying about us? What are attitudes about us? How are these people influencing the conversation? Today’s Focus (How) are we influencing the conversation? Today’s Focus Is what we’re doing effective? Image: Laverue
Digital Influence Solis defines digital influence as:
Foundations of Influence Reach: Relationships based on popularity, proximity, and goodwill in the community. Resonance: Authority on subject, trust in messenger, affinity for messenger. Relevance: frequency, length of time, amplitude (how ‘loud’ engagement is in a network) contributing to how long an idea ‘stays alive’ in a social network. Source: Brian Solis “The rise of digital influence”
In other words… A Klout score doesn’t mean you have all of these features! Example: Lady Goggles may have: popularity and affinity among her followers. But not: Authority, trustworthiness, or proximity to a particular issue of importance… say, responsible personal finance!
2 Types of Connections Quantity Focused Social Graph Interest Graph Friends, family, peers Connections of common interest Source: Brian Solis “The rise of digital influence”
Depends on the campaign objective! What is the goal of our communications efforts? Is it to establish ourselves as an authority? Resonance is important Interest Graph important Build wide-spread awareness? Reach & relevance is important Social Graph important Repair an image that has been damaged? Resonance is most important
PR Campaigns: Quick Overview Each campaign seeks to address a problem: Example: People feel Burt’s Bees lip balm leaves a bad taste. Objectives: measurable & achievable goals to address situation. Informational - inform Affective – change attitude Behavioral – change behavior
Example Burt’s Bees has a new, better tasting lip balm! Inform – about new lip balm Attitude – change attitude that our balm is bad. Behavior – perhaps – if we want people to buy our new lip balm.
Archivist Url: http://archivist.visitmix.com/ What is it: Create an archive of Tweets, analyze, export and share. Use: See useful data trends about Twitter activity of your search
Who talks about us the most?Are they influencers?
Lots of possibilities! These people we may want to build relationships with Let them test drive our cars early, etc. If bloggers, could send them Chrysler press releases. If everyday fans, pass along news and info to strengthen loyalty to brand. Etc.., etc.
Other tools Twitter Topsy.com/experts Klout.com (though not very good) Http://mympact.mblast.com/Search.aspx
Mini Example! Products Sentiment Positive: Negative: Couldn’t Find Any!! Audience Profile Young people; socially active; diverse interests & locations Influencers Potential Musician Influencer
“Influencers” Competition Your employer, Burt’s Bees, has a new lip balm and wants to get the word out via social media….
Goal Burt’s Bees has a new lip balm that doesn’t taste bad!! Answer the question: Who are the type of influencers needed for Burt’s Bees objective of informing people about the new lip balm?