The Real Value of Online Influence Tools: The Figaro Conference, London 12th July 2012

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The slides from the Figaro Conference "dissecting" the value of online influence tools, presented by Karl Havard, TBG Digital, on 12th July 2012 at the Royal College of Physicians

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  • Kred enable brands to offer rewardsKlout enable brands to offer perks
  • They’ve got this one badly wrong!Check the expression. You never see them in the same room….I wonder why that is
  • Yes the most influential person in the world: Klout had to recalibrate itself, 10% of Twitter’s dedicated to Bieber.Which means your influence score is relative to Justin BieberBut is this true? Isn’t influence relative? Built on a platform of perceived credibility and trust?
  • All giving a score for your or your brand’s ego….in exchange for access to your social connections.
  • All giving a score for your or your brand’s ego….in exchange for access to your social connections.
  • Liam Stacey, Welsh student was sentenced to 56 days in prison….deservedly so.
  • So…..what influenced this chap to wrap rubber bands around his face?
  • So, Social networks facilitate this desire to be recognised amongst like minded people, to be seen as an “expert” to have influence….over others…to have powerHi Stephen Fry, I support Norwich City too any chance of an RT?
  • All giving a score for your or your brand’s ego….in exchange for access to your social connections.
  • Influence comes from those who people trust. It’s relative, one source may be trusted by some, but not by others. Realistically, it’s not about celeb’s it about those who have already chosen to be associated with your brand, customers and non customers.Understanding why they have chosen to link to your brand, determining their shared values (what the brand stands for and what they stand for)How they influence each other, and attract those who aren’t yet associatedUnderstanding the “mix” and the value is key. How many “fans” are already customers? Do they spend more than customer non fans? If so, why?Positive Influence enhances value (conversions and loyalty)
  • The Real Value of Online Influence Tools: The Figaro Conference, London 12th July 2012

    1. 1. Online Influence: © 2012 TBG Digital
    2. 2. The “Science of Influence”@KarlHavard © 2012 TBG Digital @TBGDigital
    3. 3. Definition of Influence It is believed #socialmedia activity by some, influences the actions of others@KarlHavard © 2012 TBG Digital @TBGDigital
    4. 4. Enter….@KarlHavard © 2012 TBG Digital @TBGDigital
    5. 5. But let’s be honest... #imho It’s all utter, utter *$&*!@KarlHavard © 2012 TBG Digital @TBGDigital
    6. 6. Three Reasons1.They don’t measure true influence • They stroke egos…sometimes incorrectly2.It’s a self fulfilling prophecy • Random topics of “influence”3.They can be gamed@KarlHavard © 2012 TBG Digital @TBGDigital
    7. 7. The two current front runners…@KarlHavard © 2012 TBG Digital @TBGDigital
    8. 8. Who’s More Influential? US President Mother Mons†er@KarlHavard © 2012 TBG Digital @TBGDigital
    9. 9. Who’s More Influential? CEO Facebook Ex-Footballer@KarlHavard © 2012 TBG Digital @TBGDigital
    10. 10. Who’s More Influential? Lord Sugar A Meerkat@KarlHavard © 2012 TBG Digital @TBGDigital
    11. 11. And who is the most “Influential” of all?@KarlHavard © 2012 TBG Digital @TBGDigital
    12. 12. Credible?@KarlHavard © 2012 TBG Digital @TBGDigital
    13. 13. “Influence” Personality Profile.@KarlHavard © 2012 TBG Digital @TBGDigital
    14. 14. Let’s look at a “Pundit”@KarlHavard © 2012 TBG Digital @TBGDigital
    15. 15. @KarlHavard © 2012 TBG Digital @TBGDigital
    16. 16. Anyone know what happened here? Fabrice Muamba Collapsed@KarlHavard © 2012 TBG Digital @TBGDigital
    17. 17. But let’s reward Chet instead… Let’s make Chet the best dressed, nastiest piece of work on the web@KarlHavard © 2012 TBG Digital @TBGDigital
    18. 18. Why?@KarlHavard © 2012 TBG Digital @TBGDigital
    19. 19. Here’s Another Thing…@KarlHavard © 2012 TBG Digital @TBGDigital
    20. 20. Influential on specific subjects… http://www.wired.co.uk/news/archive/2012-03/02/klout-trolling@KarlHavard © 2012 TBG Digital @TBGDigital
    21. 21. How to become influential about “Bacon” The “Customer Journey” Enter some random jokes in here from lots Enter some random jokes in here from lots Enter other people…jokes in here from lots of some random Enter other people…jokes in here from lots of some random of other people… of other people… I’ve just had a lovely cup of tea with a bacon sandwich….best way to start a Sunday Bacon Bacon Ha! For some reason @Klout thinks I’m influential about bacon!! http://bit.ly/Hvr15y I’ve just given +K to @JustinBieber on @Klout about Bacon http://bit.ly/Hvr15z Bacon MEDIUM Bacon@KarlHavard © 2012 TBG Digital @TBGDigital
    22. 22. That’s why.@KarlHavard © 2012 TBG Digital @TBGDigital
    23. 23. Social Networks Facilitate The Need to be Recognised “Twittering stems from a lack of identity. It’s a constant update of who you are, what you are, where you are. Nobody would Twitter if they had a strong sense of Identity” Oliver James, Clinical Psychologist “Twitter is like a giant baby monitor. The person writing wants to be at the forefront of your mind, nothing more.” Alain de Botton, Author of Status Anxiety“Using Twitter suggests a level of insecurity whereby, unless peoplerecognise you, you cease to exist.” Dr David Lewis, Cognitive Neuropsychologist@KarlHavard © 2012 TBG Digital @TBGDigital
    24. 24. So… #imhoThese tools don’t measure true influence, they measure… …interaction …volume …source…and maybe how far & fast “noise” travels@KarlHavard © 2012 TBG Digital @TBGDigital
    25. 25. Influence Online…from a brand & consumer perspective #wordofmouth that leads to conversions #wordofmouth from people you trust@KarlHavard © 2012 TBG Digital @TBGDigital
    26. 26. It’s about the groundswell of real people Audience Mix Value GroundswellPositive influence enhances value… …loyalty, advocacy and conversions@KarlHavard © 2012 TBG Digital @TBGDigital
    27. 27. A Final Thought For the non-celebrity: It has been mathematically proven: Klout Score Busy-ness Your Klout Score is inversely proportional to how busy you are.@KarlHavard © 2012 TBG Digital @TBGDigital
    28. 28. Klouchebag Karl Havard Strategy Director TBG Digital tbgdigital.comector : http://twitter.com/karlhavardom : http://uk.linkedin.com/in/karlhavard : http://twitter.com/karlhavard : http://gplus.to/karlhavard : http://uk.linkedin.com/in/karlhavard : http://gplus.to/karlhavard I don’t really use this @KarlHavard © 2012 TBG Digital @TBGDigital

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