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Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Social Network Analysis: The value of people’s online interactions 
Holger Lütters -HTW Berlin 
Class of ProfDeonNel 
University of Pretoria 
09. September 2014
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Holger LüttersProfessor International Marketing HTW Berlin Fachbereich3 
•Born during Apollo Mission (1969) 
•Studies in business administration without internet 
•First email at age 25 / First mobile phone at 29 
•Dissertation about Online Market Research in 2004 
•Facebook-Member since February 2008 
•303 (partly human) friends on Facebook 
•First friendschipwith a product in 2008
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Whichnetworktojoin?
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
The futureisaboutmeasuringtheindividual‘sinportanceandrelatingittomarketing 
http://www.oafrica.com/web/using-klout-to-estimate-the- influence-of-african-online-media/ 
Data from 
http://www.klout.com
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Advantages ofOnline Marketing
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Ice Bucket Challenge 2014 
https://www.youtube.com/watch?v=8jKE7eyqic4
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Online-Marketing is a dilemma of choices. Can a marketing professional affordnot to participate in the game? 
Individual 
Homepage 
Classic 
Online- Advertising 
Searchword- Marketing (Keyword- Advertising) 
Affiliate- Marketing 
Social Media Marketing 
Mobile Marketing 
Location Based Services 
Additional measures like Blog, Twitter, Apps…
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Understanding the success of Social Networks
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Various disciplines are researching different perspectives of networks 
•Business Administration 
•Ethnology 
•Social Psychology 
•Communication Science 
•Computational Physics 
•Game Theory 
•…
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
The idea of networking includes interactions that are based on personal contacts and promise benefit
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Technically speaking a network is a set of nodes, which can be connected to each other in different patterns for the purpose of exchange 
node 
node 
node 
node 
node 
node 
node 
node 
node 
node 
node 
node 
node 
node 
node 
node
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Network effect: The benefit of each individual increases with each additional user on the network
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Development ofSocial Networks
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Definition Social Networks 
Boyd/Ellison define social networks as: 
A web-based service that 
•allows individuals to create a public or semi-public profile 
•supports connection to others 
•spreads information about their own activities through the network 
Boyd/Ellison (2007): Social Network Sites: Definition, History, and Scholarship; Journal of Computer-Mediated CommunicationVolume 13,Issue 1,pages 210–230,October 2007
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
A giant network creates bigger network effects for each user. Facebook ahead of the development in terms of registered usershttp://www.dailybloggr.com/wp-content/uploads/2010/03/facebookstatsfacts.png 
Ralph Hutter(2011): Das Jahr, in demMutter auf Facebook kam. In Marketing JahrbuchSchweiz2011, S. 157-160 
2014: >1.300 MIO. USERS? 
„2011 –The year that mum joined Facebook“ (Hutter)
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
An exclusive online network looses its network effect 
https://www.asmallworld.com/login
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
The development of social networks is faster than our ability to study them. Facebook currently dominates the development 
Worldwide fast-growing networks 
Networks in decline 
Social Networks in Germany
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
The western look on the internet tends to be ignorant: The online world of networks is much bigger than it appears to us
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
A social network is a description of the social structure of associated actors 
•Human beings have always been in linking social networks 
•The membership to a network can have its own meaning 
•Through technological advances now networks are created in new ways that changes the basic pattern of network membership 
•Social networks are less elitist and fulfilltheir benefits at other levels 
•Recently, networks emerge with products, initiatives, etc.
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Non-reactive tracking of online activities
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Data traces of online activities occur voluntarily and involuntarily 
Voluntary data traces 
▪Registration with age, gender … 
▪Clicks, Likes, Memberships… 
▪Establishing connections (“friendships”) 
▪Check-ins 
▪New: Dislike 
▪… 
Involuntary data traces 
▪Geographical assignment (GPS, Triangulation etc.) 
▪Browser Data (Language etc.) 
▪BehavioralData (e.g. Age prediction by surfing behaviour) 
▪Data exchange between platforms (Re-Targeting) 
▪…
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
BIG DATA: Standard procedure for all providers on the Internet: background tracking of activities and data integration
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
The involuntarily created traces left are commercialized and allow further interpretations about how to approach a client 
Collusion plugin advertising tracker 
Source: Apple iPhone 
User Motion Profile Holger Lütters 
via Apple ID in the year 2010 
Source: Installation of Collusion Tracker and short surf activity (5 Minutes) 
Apple GPS Profile of movements
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
SOCIAL NETWORK ANALYSIS 
The power of„Like“
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Clicking on something on Social Networks creates traces beyond your control level: „The Power of Like“ 
http://www.comscore.com
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Even offline brands gather millions of fans online 
Source: Facebook.com 
OutdatedFan numbersof2013
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Voluntarily created information "I like" is the basis for the creation of in- depth personal analysis: combining personal data with interaction data 
•The barriers to click “LIKE” are constantly lowered, while the direct exposure of your network’s activities seem to influence more. 
•The more we click the more valuable data becomes
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Seemingly harmless information may change into something else in a different context
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
18% of my network changed their jobs in 2012What does this number tell about me to my future employer?
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Origin of Social Network Analysis: Six Degrees to Kevin Bacon. Who among us is closely connected to Kevin Bacon? 
Source: alumni.indiana.edu/about/fun/kbacon.shtml 
http://en.wikipedia.org/wiki/Six_Degrees_of_Kevin_Bacon
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
St. Gallen 
Friends allover 
Zürich 
Berlin 
1st. year 
Schule 
Friends Berlin A 
Allgäu 
Eberswalde 
Friends Berlin B 
Grenoble 
The concept of non-reactive relationship analysis is already implemented on Facebook and other services
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Future: Network of Influence 
Different approaches compete to explain influence patterns better. Goal: Explaining your personal network of influence to sell it at highest prices 
Quelle: Trusov/ Bodapati/ Bucklin (2010): Determining Influential Users in Internet Social Networks. 
In: Journal of Marketing Research, August 2010, S. 643-658 
Download: http://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID1479689_code1012805.pdf?abstractid=1479689&mirid=3 
Me, Myself & I 
My personal importance to the network 
Today: Ego-CenteredNetwork
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Currently companies and researchers are looking for to evaluate the formula of user behaviour. Aim is to identify opinion leaders / influencers automatically by algorithm 
Zuft= log-in activity over the past days 
Influence of First-Level-Networks 
Influence of Second-Level-Networks 
Quelle: Trusov/ Bodapati/ Bucklin (2010): Determining Influential Users in Internet Social Networks. 
In: Journal of Marketing Research, August 2010, S. 643-658 
Influencer-Activities
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Overall findings: Peer recommendations work besthttp://networkingexchangeblog.att.com/small-business/why-digital-influence-is-so-important/
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Findings of the research: 1st level network has a strong influence on one's behaviour 
•(Only) One of five friends influences the own activity 
•Female friends tend to have more influence on males 
•People who have made concrete information on their leisure activities (ex. dating objectives) are less influential on others 
•Friends who are older than you have less influence (opposite to the offline world) 
•2nd level network: Much weaker effect than expected. Only up to 10% of the users are actually influential on the 2nd level 
Source: Trusov/ Bodapati/ Bucklin (2010): Determining Influential Users in Internet Social Networks. 
In: Journal of Marketing Research, August 2010, S. 643-658
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Consequences of Social Media Measurement: Selling the value of people
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
The analysis tools are available to everyone (in reduced functionality even for free) http://mentionmapp.com/beta/classic/#user-frischkopp
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
New KPIs are developed, tested and analyzedover timeHere: Twitalyzerscores of a twitter account 
http://www.twitalyzer.com/metrics.asp?u=frischkopp
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
New segmentations based on the social media activities are possible 
http://klout.com/#/borschtsch/kloutstyle
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
The first attempts to determine the importance of people in social media are already implemented
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
The commercial exploitation of the relationship is the focus question: What is a relationship (fanship) worth? The economic value of a Facebook Fan appears to be higherhttp://barnraisersllc.com/wp-content/uploads/2011/05/value-of-facebook-fans1.jpg
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
The value of a human being in social media derives from the sum of its contacts and interactions. Various tools try to express it in monetary terms 
https://goprivate.abine.com
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Evaluation of social network activities is still under research, but already used in the world of marketing 
•The metrics do not appear consistently meaningful yet 
•But many of the collected data could become meaningful in a different context 
•User activities will become lifetime logs that are permanently monitored and transferred into business models 
Impact on marketing: 
•We have to say goodbye to the CPM (thousand contacts) measure in marketing 
•In the future, individual advertising rates based on the influence of a user will be developed 
•New forms of incentives are finding their way into the field of marketing
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Future segmentation in marketing will also be based on social scoring 
First real-life example: 
•Cathay Pacific allows people with KloutScore over 40 the use of their Lounges 
•Moo gives away Business cards at certain Kloutscoreshttp://www.forbes.com/sites/reuvencohen/2012/05/11/social-media-clout-the-rise-of-micro-celebrity-endorsements/
Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 
Thank you for listening. You can also follow me… 
Holger Lütters –HTW Berlin 
Contact information 
Prof.Dr.Holger Lütters 
HochschulefürTechnikund WirtschaftBerlin 
Holger.Luetters@htw-berlin.de 
www.luetters.com 
Feel free to join me on 
Twitter @luetters 
de.linkedin.com/in/luetters/ 
www.researchgate.net/profile/Holger_Luetters 
xing.com/profile/Holger_Luetters

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The power of "like" - Social Networks Analysis

  • 1. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Social Network Analysis: The value of people’s online interactions Holger Lütters -HTW Berlin Class of ProfDeonNel University of Pretoria 09. September 2014
  • 2. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Holger LüttersProfessor International Marketing HTW Berlin Fachbereich3 •Born during Apollo Mission (1969) •Studies in business administration without internet •First email at age 25 / First mobile phone at 29 •Dissertation about Online Market Research in 2004 •Facebook-Member since February 2008 •303 (partly human) friends on Facebook •First friendschipwith a product in 2008
  • 3. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Whichnetworktojoin?
  • 4. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com The futureisaboutmeasuringtheindividual‘sinportanceandrelatingittomarketing http://www.oafrica.com/web/using-klout-to-estimate-the- influence-of-african-online-media/ Data from http://www.klout.com
  • 5. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Advantages ofOnline Marketing
  • 6. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Ice Bucket Challenge 2014 https://www.youtube.com/watch?v=8jKE7eyqic4
  • 7. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Online-Marketing is a dilemma of choices. Can a marketing professional affordnot to participate in the game? Individual Homepage Classic Online- Advertising Searchword- Marketing (Keyword- Advertising) Affiliate- Marketing Social Media Marketing Mobile Marketing Location Based Services Additional measures like Blog, Twitter, Apps…
  • 8. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Understanding the success of Social Networks
  • 9. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Various disciplines are researching different perspectives of networks •Business Administration •Ethnology •Social Psychology •Communication Science •Computational Physics •Game Theory •…
  • 10. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com The idea of networking includes interactions that are based on personal contacts and promise benefit
  • 11. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Technically speaking a network is a set of nodes, which can be connected to each other in different patterns for the purpose of exchange node node node node node node node node node node node node node node node node
  • 12. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Network effect: The benefit of each individual increases with each additional user on the network
  • 13. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Development ofSocial Networks
  • 14. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Definition Social Networks Boyd/Ellison define social networks as: A web-based service that •allows individuals to create a public or semi-public profile •supports connection to others •spreads information about their own activities through the network Boyd/Ellison (2007): Social Network Sites: Definition, History, and Scholarship; Journal of Computer-Mediated CommunicationVolume 13,Issue 1,pages 210–230,October 2007
  • 15. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com A giant network creates bigger network effects for each user. Facebook ahead of the development in terms of registered usershttp://www.dailybloggr.com/wp-content/uploads/2010/03/facebookstatsfacts.png Ralph Hutter(2011): Das Jahr, in demMutter auf Facebook kam. In Marketing JahrbuchSchweiz2011, S. 157-160 2014: >1.300 MIO. USERS? „2011 –The year that mum joined Facebook“ (Hutter)
  • 16. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com An exclusive online network looses its network effect https://www.asmallworld.com/login
  • 17. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com The development of social networks is faster than our ability to study them. Facebook currently dominates the development Worldwide fast-growing networks Networks in decline Social Networks in Germany
  • 18. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com The western look on the internet tends to be ignorant: The online world of networks is much bigger than it appears to us
  • 19. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com A social network is a description of the social structure of associated actors •Human beings have always been in linking social networks •The membership to a network can have its own meaning •Through technological advances now networks are created in new ways that changes the basic pattern of network membership •Social networks are less elitist and fulfilltheir benefits at other levels •Recently, networks emerge with products, initiatives, etc.
  • 20. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Non-reactive tracking of online activities
  • 21. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Data traces of online activities occur voluntarily and involuntarily Voluntary data traces ▪Registration with age, gender … ▪Clicks, Likes, Memberships… ▪Establishing connections (“friendships”) ▪Check-ins ▪New: Dislike ▪… Involuntary data traces ▪Geographical assignment (GPS, Triangulation etc.) ▪Browser Data (Language etc.) ▪BehavioralData (e.g. Age prediction by surfing behaviour) ▪Data exchange between platforms (Re-Targeting) ▪…
  • 22. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com BIG DATA: Standard procedure for all providers on the Internet: background tracking of activities and data integration
  • 23. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com The involuntarily created traces left are commercialized and allow further interpretations about how to approach a client Collusion plugin advertising tracker Source: Apple iPhone User Motion Profile Holger Lütters via Apple ID in the year 2010 Source: Installation of Collusion Tracker and short surf activity (5 Minutes) Apple GPS Profile of movements
  • 24. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com SOCIAL NETWORK ANALYSIS The power of„Like“
  • 25. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Clicking on something on Social Networks creates traces beyond your control level: „The Power of Like“ http://www.comscore.com
  • 26. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Even offline brands gather millions of fans online Source: Facebook.com OutdatedFan numbersof2013
  • 27. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Voluntarily created information "I like" is the basis for the creation of in- depth personal analysis: combining personal data with interaction data •The barriers to click “LIKE” are constantly lowered, while the direct exposure of your network’s activities seem to influence more. •The more we click the more valuable data becomes
  • 28. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Seemingly harmless information may change into something else in a different context
  • 29. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com 18% of my network changed their jobs in 2012What does this number tell about me to my future employer?
  • 30. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Origin of Social Network Analysis: Six Degrees to Kevin Bacon. Who among us is closely connected to Kevin Bacon? Source: alumni.indiana.edu/about/fun/kbacon.shtml http://en.wikipedia.org/wiki/Six_Degrees_of_Kevin_Bacon
  • 31. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com St. Gallen Friends allover Zürich Berlin 1st. year Schule Friends Berlin A Allgäu Eberswalde Friends Berlin B Grenoble The concept of non-reactive relationship analysis is already implemented on Facebook and other services
  • 32. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Future: Network of Influence Different approaches compete to explain influence patterns better. Goal: Explaining your personal network of influence to sell it at highest prices Quelle: Trusov/ Bodapati/ Bucklin (2010): Determining Influential Users in Internet Social Networks. In: Journal of Marketing Research, August 2010, S. 643-658 Download: http://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID1479689_code1012805.pdf?abstractid=1479689&mirid=3 Me, Myself & I My personal importance to the network Today: Ego-CenteredNetwork
  • 33. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Currently companies and researchers are looking for to evaluate the formula of user behaviour. Aim is to identify opinion leaders / influencers automatically by algorithm Zuft= log-in activity over the past days Influence of First-Level-Networks Influence of Second-Level-Networks Quelle: Trusov/ Bodapati/ Bucklin (2010): Determining Influential Users in Internet Social Networks. In: Journal of Marketing Research, August 2010, S. 643-658 Influencer-Activities
  • 34. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Overall findings: Peer recommendations work besthttp://networkingexchangeblog.att.com/small-business/why-digital-influence-is-so-important/
  • 35. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Findings of the research: 1st level network has a strong influence on one's behaviour •(Only) One of five friends influences the own activity •Female friends tend to have more influence on males •People who have made concrete information on their leisure activities (ex. dating objectives) are less influential on others •Friends who are older than you have less influence (opposite to the offline world) •2nd level network: Much weaker effect than expected. Only up to 10% of the users are actually influential on the 2nd level Source: Trusov/ Bodapati/ Bucklin (2010): Determining Influential Users in Internet Social Networks. In: Journal of Marketing Research, August 2010, S. 643-658
  • 36. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Consequences of Social Media Measurement: Selling the value of people
  • 37. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com The analysis tools are available to everyone (in reduced functionality even for free) http://mentionmapp.com/beta/classic/#user-frischkopp
  • 38. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com New KPIs are developed, tested and analyzedover timeHere: Twitalyzerscores of a twitter account http://www.twitalyzer.com/metrics.asp?u=frischkopp
  • 39. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com New segmentations based on the social media activities are possible http://klout.com/#/borschtsch/kloutstyle
  • 40. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com The first attempts to determine the importance of people in social media are already implemented
  • 41. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com The commercial exploitation of the relationship is the focus question: What is a relationship (fanship) worth? The economic value of a Facebook Fan appears to be higherhttp://barnraisersllc.com/wp-content/uploads/2011/05/value-of-facebook-fans1.jpg
  • 42. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com The value of a human being in social media derives from the sum of its contacts and interactions. Various tools try to express it in monetary terms https://goprivate.abine.com
  • 43. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Evaluation of social network activities is still under research, but already used in the world of marketing •The metrics do not appear consistently meaningful yet •But many of the collected data could become meaningful in a different context •User activities will become lifetime logs that are permanently monitored and transferred into business models Impact on marketing: •We have to say goodbye to the CPM (thousand contacts) measure in marketing •In the future, individual advertising rates based on the influence of a user will be developed •New forms of incentives are finding their way into the field of marketing
  • 44. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Future segmentation in marketing will also be based on social scoring First real-life example: •Cathay Pacific allows people with KloutScore over 40 the use of their Lounges •Moo gives away Business cards at certain Kloutscoreshttp://www.forbes.com/sites/reuvencohen/2012/05/11/social-media-clout-the-rise-of-micro-celebrity-endorsements/
  • 45. Prof.Dr.Holger Lütters / @luetters / HochschulefürTechnikund WirtschaftBerlin / www.luetters.com Thank you for listening. You can also follow me… Holger Lütters –HTW Berlin Contact information Prof.Dr.Holger Lütters HochschulefürTechnikund WirtschaftBerlin Holger.Luetters@htw-berlin.de www.luetters.com Feel free to join me on Twitter @luetters de.linkedin.com/in/luetters/ www.researchgate.net/profile/Holger_Luetters xing.com/profile/Holger_Luetters