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Online Influence, at #FoDM econsultancy, by Karl Havard, TBG Digital

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20 Slides of online influence, Justin Bieber, Rubberband Faces and Klout v Kred.

Presented at the #FoDM econsultancy conference on 13th June 2012 by Karl Havard

Published in: Business, Technology
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Online Influence, at #FoDM econsultancy, by Karl Havard, TBG Digital

  1. 1. Online Influence:How  reliable  and  useful  can  online  influence  be?   ©  2012  TBG  Digital  
  2. 2. All  Mediocre  PresentaCons  Start  with  a  DefiniCon  @KarlHavard   ©  2012  TBG  Digital  
  3. 3. The  “Science  of  Influence”  @KarlHavard   ©  2012  TBG  Digital  
  4. 4. Why?  @KarlHavard   ©  2012  TBG  Digital  
  5. 5. What  Influences  Behaviour   Achievement Altruism Efficacy Sharing Curiosity Excitement Adventure Autonomy Enjoyment Discipline Security Previous Experience@KarlHavard   ©  2012  TBG  Digital  
  6. 6. So….Why?  @KarlHavard   ©  2012  TBG  Digital  
  7. 7. MoCvaCon  Driving  Behaviour   Self   ActualisaCon   Fulfillment   Self  Esteem   Achievement  –  RecogniCon  -­‐  Respect   Belonging   Friends  –  Community  -­‐  Family  -­‐  Partner   Safety   Security  –  Stability  –  Free  from  Fear   Physiological   Food  –  Water  –  Shelter  -­‐  Warmth  @KarlHavard   ©  2012  TBG  Digital  
  8. 8. Pride  of  Place  in  the  Rubber  Band  Face  Community  @KarlHavard   ©  2012  TBG  Digital  
  9. 9. Social  Networks  Facilitate  The  Need  to  be  Recognised     “Twi&ering  stems  from  a  lack  of  iden5ty.  It’s  a   constant  update  of  who  you  are,  what  you  are,   where  you  are.  Nobody  would  Twi&er  if  they  had  a   strong  sense  of  Iden5ty”                                                                                    Oliver  James,  Clinical  Psychologist     “Twi&er  is  like  a  giant  baby  monitor.  The   person  wri5ng  wants  to  be  at  the  forefront   of  your  mind,  nothing  more.”                                                                                                        Alain  de  Bo[on,  Author  of  Status  Anxiety   “Any chance of an RT?”   “Using  Twi&er  suggests  a  level  of  insecurity  whereby,   unless  people  recognise  you,  you  cease  to  exist.”                                                                                                Dr  David  Lewis,  CogniCve  Neuropsychologist  @KarlHavard   ©  2012  TBG  Digital  
  10. 10. Social  Networks  Facilitate  The  Need  to  be  Recognised   Oliver  James,  not  on  Twi[er….yet.    @KarlHavard   ©  2012  TBG  Digital  
  11. 11. Enter….  @KarlHavard   ©  2012  TBG  Digital  
  12. 12. Enter….  @KarlHavard   ©  2012  TBG  Digital  
  13. 13. The  two  current  front  runners…  @KarlHavard   ©  2012  TBG  Digital  
  14. 14. Who’s  More  InfluenCal?   US  President   Mother  Mons†er  @KarlHavard   ©  2012  TBG  Digital  
  15. 15. Who’s  More  InfluenCal?   CEO  Facebook   Ex-­‐Footballer  @KarlHavard   ©  2012  TBG  Digital  
  16. 16. Who’s  More  InfluenCal?   Lord  Sugar   A  Meerkat  @KarlHavard   ©  2012  TBG  Digital  
  17. 17. And  who  is  the  most  “InfluenCal”  of  all?  @KarlHavard   ©  2012  TBG  Digital  
  18. 18. What  if….  @KarlHavard   ©  2012  TBG  Digital  
  19. 19. Influence  is  RelaCve   "Really getting into the knitting!!! Helps me relax after high-pressure world of the Premiership." "OMG!! Eurozone debt problems can only properly be solved by true fiscal union!!! #comeonguys."@KarlHavard   ©  2012  TBG  Digital  
  20. 20. Beware!   Influence  is  born  out  of  trust   •  Friends  &  Family   •  Heroes  &  Icons   •  Brands   •  Niche  communiCes   Not  just  a  high  score!  •  Influence  can  be  posiCve  &  negaCve  •  It  has  “influence”  at  every  stage  of  the  consumer  journey   •  Recall  (Awareness  &  Interest)   •  AOV  (Conversion)   •  CLV  (MulCple  Conversion  &  Loyalty)   •  NPS  (Advocacy  &  Trust)  @KarlHavard   ©  2012  TBG  Digital  
  21. 21. A  Final  Thought   For  the  non-­‐celebrity:  It  has  been  mathemaCcally  proven:           Klout Score                   Busy-ness Your  Klout  Score  is  inversely  proporConal  to  how  busy  you  are.    @KarlHavard   ©  2012  TBG  Digital    
  22. 22. Klouchebag   Karl Havard Strategy Director TBG Digital tbgdigital.comHavardegy DirectorDigital : http://twitter.com/karlhavardigital.com : http://uk.linkedin.com/in/karlhavard : http://twitter.com/karlhavard : http://gplus.to/karlhavard : http://uk.linkedin.com/in/karlhavard : http://gplus.to/karlhavard @KarlHavard   ©  2012  TBG  Digital  

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