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Social media pov

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Where to start?
Peer Influencer
Content Affinity
Apps and Loyalty
Site Integration

Published in: Technology
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Social media pov

  1. 1. Social Media How do brands use it? Where to start? Peer Influencer Content Affinity Apps and Loyalty Site Integration
  2. 2. Who is you audience?
  3. 3. What content is your audience responding to? 3 Engagement Reach
  4. 4. Maintain the brand voice
  5. 5. Social Media Audit • Competitors • Current State
  6. 6. 1 Facebook 900,000,000 MUV 2 Twitter 310,000,000 MUV 3 LinkedIn 255,000,000 MUV 4 Pinterest 250,000,000 MUV 5 Google Plus 120,000,000 MUV 6 Tumblr 110,000,000 MUV 7 Instagram 100,000,000 MUV Top Social Media Sites by Monthly Unique Visitor Approach Each Channel Natively Despite the importance of telling a consistent story across your channels, a “cookie-cutter” approach to your content neglects the importance of creating content that caters to the inherent audience behavior of each social media community. Content on one channel may not work so well for another. Know what resonates best on each platform, and apply those learnings to your content.
  7. 7. Content publishing and how information is propagats through networks Peer Influencer Content Affinity Sinan Aral David Austin Professor of Management Associate Professor of Information Technology and Marketing Biography | Selected Publications Sinan Aral Sinan Aral is the David Austin Professor of Management and an Associate Professor of Information Technology and Marketing at the MIT Sloan School of Management. His research focuses on social contagion, product virality and measuring, and managing how information diffusion in massive social networks such as Twitter and Facebook affects information worker productivity, consumer demand, and viral marketing.
  8. 8. PEER TO PEER INFLUENCER Is Ashton Kutcher influential? HOW MANY PEOPLE HAVE HEARD OF ASTON? HOW MANY PEOPLE ACTUALLY DO WHAT HE SAYS?
  9. 9. CONTENT AFFINITY INFLUENCER Are your Friends making you fat? PEOPLE CHOOSE FRIENDS WHO ARE SIMILAR TO THEMSELVES RATHER THEN INFLUENCING PEOPLE TO BECOME LIKE THEM. The New York time magazine wrote and article based on a report in the New England Journal of Medicine that found that there is a correlation of body mass index among friends over time. The false implication is that obesity is contagious.
  10. 10. Publishing Srategies PEER TO PEER INFLUENCER Causation: Small number of known mavens or influencers become the source of viral sharing. Correlation through content affinities shared among like mined people Homophony Behavioral change through self selection into groups based on traditional content affinities. People who like Pizza Hut are likely to have friends who like Pizza Hut. Behavioral change by direct influence. I respect and follow this person therefor I will follow their recommendation. I follow an influential blogger who tells me I should try Pizza content is most important Hut. messaging is most important CONTENT AFFINITY INFLUENCER Sinan Aral Associate Professor of IT and Marketing (with Tenure) at the MIT Sloan School of Management
  11. 11. NUMBER OF PEOPLE NUMBER OF FOLLOWERS ASHTON KUTCHER 10,000,000+ FOLLOWERS FOOD BLOGGERS AND 1000’S OF FOLLOWERS The long tail of Social Media AVERAGE JOE 100’S OF FOLLOWERS PEER TO PEER INFLUENCER STRATEGY CONTENT AFFINITY STRATEGY MILLIONS OF PEOPLE
  12. 12. Apps and Loyalty
  13. 13. How to trigger consumer behavior with social integration •HIGHLY MOTIVATING •MAKE IT SIMPLE, LOW BARRIERS •MAKE IT REPEATABLE AND HABITUAL •PROVIDE A SIMPLE REWARD FOR DOING THE TASK •ASSOCIATE IT WITH SOMETHING PEOPLE ARE ALREADY DOING •MAKE IT SHARABLE
  14. 14. Site Integration • ENSURE SHARE BUTTONS ARE SUBTLE AND CONTEXTUAL • MAKE IT EASY FOR USERS TO SHARE • MORE IMPORTANT TO FOCUS ON GREAT CONTENT AND UX
  15. 15. NEXT STEPS 1 2 AUDIT REVIEW CONTENT PERFORMANCE ANALYSIS 3 STAKEHOLDER INTERVIEWS 4 ✖ ✖ ✖ SOCIAL STRATEGY DEVELOPMENT

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