The social graph and how to harness social influencers


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A presentation for Webit. This presentation covers the basics of what is the social graph, why marketers need to pay attention to it and how can work to identify and encourage brand ambassadors.

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  • Social Media has helped us achieve this quicker and easier. The model of finding influencers is in itself not new.
  • Despite its waning status,Digg is still a very powerful traffic driver.
  • This search function is quite limited. Try and find influencers on the keyword ‘Sofia’ and you will get no search results.
  • The social graph and how to harness social influencers

    1. 1. The Social Graph and Social Instinct<br />How we can identify and harness influencers in social media<br />Jamie Riddell, CEO Co-Founder<br />@jamieriddell<br />
    2. 2. What is the Social Graph ? <br />3<br />A ‘map’ of people are connected online<br />Refers to the web rather than one network<br />Images courtesy of<br /><br />
    3. 3. My Social Networks <br /><br />4<br />Different Audiences<br />Different Influence<br />Some cross over of audience <br />I am influential in some channels, not in others <br />
    4. 4. Multiple Networks<br /><br />5<br />
    5. 5. Why is it important?<br />6<br />Mapping social connections helps us identify<br />Influencers<br />Identifying influencers can help us identify ‘hubs’ that can could help us promote our product or amplify our message<br /><br />Images courtesy of<br />
    6. 6. What is an influencer?<br />A defined person or persons with an audience who affects the surfing habits or buying decisions of others <br /><br />7<br />
    7. 7. Why do we want influencers? <br /><br />8<br />
    8. 8. Example of an Influencer<br /><br />9<br />Robert Scoble<br />Highly Popular & <br />hugely Influential Tech Blogger<br />146,000 Twitter followers<br />12,567 Facebook Fans <br />!/Scobleizer<br />
    9. 9. The changing marketing model<br />The traditional approach<br /><br />10<br />We require a large audience to achieve a small sale <br />
    10. 10. The Influential Model <br /><br />11<br />
    11. 11. Influence in a wider context <br /><br />12<br />
    12. 12. Bing & Facebook<br /><br />13<br />Bing has announced Facebook Likes will be included in search results<br />This means your social graph will have an effect on your search results <br />Therefore identifying and working with influencers will help you boost not just your word of mouth potential but also your search potential <br />
    13. 13. Twitter <br />One tweet from a connected individual could reach hundreds of thousands of followers<br /><br />14<br />
    14. 14. The Digg Effect<br /><br />15<br />For many websites a front page story on Digg will deliver HUGE traffic, often overwhelming servers<br />Whilst anyone can submit a story to Digg, stories submitted by well connected influencers will stand a greater chance of getting Dugg<br />The benefits of connecting with influencers will also help on additional sites like techmeme and Mashable<br />
    15. 15. How to identify influencers<br /><br />16<br />
    16. 16. Find Influencers in Context <br />Different networks offer different benefits<br />Pick the network you wish to focus on <br />Then work to identify the key influencers using any number of online tools <br /><br />17<br />
    17. 17. Klout – Twitter Analysis <br /><br />18<br />
    18. 18. Find Topic Influencers<br /><br />19<br />“Social Media Tools” <br />
    19. 19. Find Keyword Related Influencers<br /><br />20<br />
    20. 20. Facebook Connections <br /><br />21<br />My Facebook Connections <br /><ul><li>The Pink are those most networked together
    21. 21. (old colleagues)
    22. 22. The further reaches of the graph are less connected
    23. 23. A good quick to spot your well connected FB friends </li></li></ul><li>Twitter Tools <br /><br />22<br />Twitter offers recommendations of people to follow <br />
    24. 24. Your Most Important Influencers?<br />Your existing customers!<br />Make sure you give them the tools to be your ambassadors! <br /><br />23<br />
    25. 25. How are the major players harnessing influencers?<br /><br />24<br />
    26. 26. The Facebook Route<br />Facebook Social Connect<br />Facebook offers any site the opportunity to include Facebook elements on their site <br />This includes the like function <br />These actions help the site grow influence and awareness in Facebook<br />Facebook in turn gains continued knowledge of their social graph on thousands of sites <br />The Like function is now expanding offline <br /><br />25<br />
    27. 27. The Google Plan<br />Google don’t have a direct social link but they are working on one<br />Current plans are to encourage users to share their public social actions <br />Social Results are already appearing in the main search results <br />Don’t forget Google Buzz! <br /><br />26<br />Live Twitter Results <br />
    28. 28. The Next Steps..<br /><br />27<br />
    29. 29. How to harness the social graph <br />Be Connected – Make sure your brand is active in the relevant channels <br />Be part of the network – connect, share, respond – don’t just broadcast <br />Connect with your followers, share their content, make them feel valued <br />Identify your existing customers in the social graph – they will be your best influencers <br />Work to identify wider influencers, understand what they respond to – seek introductions where relevant <br />Never stop being part of the conversation <br /><br />28<br />
    30. 30. Any questions?<br /><br />29<br />
    31. 31. Further Articles of Interest<br />Visit the site for<br />a copy of the<br />presentation,<br />additional<br />articles and links <br /><br />30<br />
    32. 32. Connect with Us<br /><br />31<br />@digitomorrow<br />@jamieriddell<br /><br />www.digitaltomorrowtoday<br /><br />