ShareThisIntroduction<br />ShareThis presents<br />Social influence: A new dimension of marketing. <br />ShareThisIntroduction<br />
Introduction to ShareThis<br />Social Influence<br />How do we measure?<br />How do we engage?<br />Q&A<br />social media marketing agenda<br />
social influence measurement today<br />Examples of viral & influence (Preface - this presentation was done BEFORE Klout raised $8.5mm from KP )<br />video<br />most likes<br />followers<br />blog traffic<br />At one time these have been interesting metrics….<br />
social influence measurement today lacks brand value, context, and scale.<br /><ul><li>What is the brand value or the true interests of Twitter followers?
Viral video views = “bored at work” network (I do actually enjoy the occasional Flaming Sambuca, but no marketer really cares!)
“Likes signify nothing more than digital bumper stickering” – (I like the Irish Goodbye on Facebook…)
Blog traffic is certainly an indicator of the bloggers influence, but what about the audience?</li></li></ul><li>ShareThis social influence measurement<br />our philosophy<br /><ul><li>Sharing = influence
How much sharing and traffic driven = influence rank</li></ul>Example: Consumer Electronics category (using examples numbers)<br /><ul><li>25mm people sharing Consumer Electronics content p/ month
Top 1% percent is most influential, here is why:
90/10 rule = Top 1% percent of sharers account for a largely disproportionate amount of all socially driven traffic
Top 1% have an average ‘clicks per share’ ratio incrementally higher than the remainder of the audience
The top 1% are your influencers and represent highest earned media value therefore they are the most important to a brand</li></li></ul><li>traditional social influence engagement (from a brand perspective)<br /><ul><li>You like something on FaceBook and you get this….
The rest?? (youtube, blogs, content sites) - BANNERS. Beautiful Banners</li></li></ul><li>banner blindness<br /><ul><li>(From Wikipedia) “Banner blindness is a phenomenon in web usability where visitors on a website ignore banner-like information.”
The targeting technology and identification has sprinted passed the engagement
“We need to rethink the delivery and reception of digital advertising” – quote from Chris Cunningham (CEO of appssavvy)</li></li></ul><li>how ShareThis engages influencers<br />Speak their language:<br /><ul><li>Top influencers deserve more than just a banner, they deserve a conversation
ShareThis brings the conversation to an influencer in an ad experience and allows them to engage (share, comment, like, view) in the same way that they have proven to engage with content