The Future of Social Influence in a Social Capital World


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  • Social Influence
  • Understanding Social Influence
  • The Reality: Good Luck
  • The Reality: What Standards?
  • The Reality: My Algorithm is Better than Yours
  • The Reality: Business Challenge
  • But We all Know…
  • What It Means For Business
  • The Pot of Gold
  • Social Influence Measurement
  • Influence Ranking
  • Influence Ranking
  • Influencer Profiling
  • Influencer Profiling
  • Influencer Profiling
  • Influencer Profiling
  • Influencer Profiling
  • Influencer Profiling
  • Influencer Profiling
  • Consumer Influence 2.0 (next 5 years)
  • The Bottom Line
  • The Future of Social Influence in a Social Capital World

    1. Mike Spataro@mikespataro<br />
    2. Social Influence is the<br />KILLER APP<br /> to Social Capital<br />
    3. A consumer who has a<br /> greater than average impact<br /> through word-of-mouth in a<br /> relevant marketplace<br />
    4. Figuring out Social Influence to<br />derive business value<br />has been challenging<br />
    5. There is<br />no standard<br />for defining the influence<br /> of the online consumer<br />
    6. Technology<br /> isn’t there yet<br />
    7. Companies are frustrated<br /> or worse yet<br />basing decisions on incomplete metrics<br />
    8. Social influence continues to<br /> Grow in Importance <br />
    9. Social enables:<br />Customer acquisition<br />Customer loyalty<br />Better product development<br />Hyper-personalized marketing<br />Improved customer service<br />Higher sales<br /><br />Recommendations from family and friends trump all other consumer touchpointswhen it comes to influencing purchases.<br /><br />Inner circle trumps at decision time<br />58% of Americans say that people that they know well and trust are the most important single factor in the final decision on major purchases. <br /><br /><br />
    10. What percent of social conversations lead to purchase intent?<br />Credibility<br />Purchase<br />Pass-Along<br />Base: Brand conversations across all categories (n=105,450)<br />Source: TalkTrack®, January – December 2010<br />
    11. The Shift to Influence Metrics<br />
    12. Understanding Social Influence<br />Reach<br /><ul><li>Reflects the potential number of impressions an author can generate</li></ul>Relevance<br /><ul><li>Amount of relevant posts an author contributes to the community </li></ul>Resonance<br /><ul><li>How much activity is generated when an author publishes relevant content</li></ul>Centrality<br /><ul><li>The importance of a person in a community</li></li></ul><li>Community<br />Rank<br />Which consumers have influence in a given community<br />
    13. Community<br />Rank<br />Authors with strong “Influence Rank” have more and deeper connections to others<br />
    14. Discussion Authority helps identify which parts of automobile conversations the author participates in. This provides a more granular look into what made the author relevant.<br />
    15. Centrality – assessment of community strength which considers links, # of authors, and quality of sites being linked to/from.<br />
    16. Page Views and Traffic ranking calculations.<br />
    17. Author Activity = ranking based on total # of posts by author.<br />Site Activity = ranking based on total site volume.<br />
    18. Term Cloud showing what else the author talks about.<br />
    19. Influence Rank shows where the author ranks from the list of top automobile authors.<br />
    20. Consumer Influence 2.0: The Age of confluence<br />Intersection of online and offline consumer data and intelligence<br />Game changing technology integration: Semantic & Social<br />Behavior mapping across communities and channels<br />
    21. The future is<br /> Predicative Analysis<br /> Social Influence<br /><br />Brands are flocking to … find, reward and recruit their most-influential consumers, … (and) the push to measure influence shows no signs of stopping.<br />—Greg Shove, Halogen Network & Kohlberg Ventures<br /><br />
    22. Mike Spataro@mikespataro<br />