Beyond Influencers: Social Network Properties and Viral Marketing

Beyond Influencers: Network Properties and Viral Marketing Prepared by David C. Evans Ph.D. Psychster Inc. 1.15.2009

[object Object],[object Object],Leveraging Biological Patterns to Understand Social Networks “ One system may have one or more variables, each of which varies comparably to a variable in another system.” James Grier Miller, University of Chicago Psychologist, in Living Systems, 1978

Leveraging Biological Patterns to Understand Social Networks ,[object Object],[object Object],[object Object],[object Object]

The Network Metapattern voltage capacity of aircraft reproduction rate of virus appeal of content intensity of impulse strength of signal likelihood to forward intimacy of friendships number of “influence channels” people Social Media percent of connections made frequency of flights to a given destination number of connections destinations Airline uptime of distributors likelihood of infection threshold of sodium channels threshold to fire current capacity & resistance intimacy of contacts thickness of axons strength of connections number of transmission lines number of contacts number of synapses number of connections generating stations & customers people neurons number of nodes Electrical Grid Epidemic Brain Network Property

The Network Metapattern 1 2 3 4 likelihood to forward intimacy of friendships appeal of content (open rate) number of “influence channels” people Social Media threshold of sodium channels threshold to fire thickness of axons strength of connections intensity of impulse strength of signal number of synapses number of connections neurons number of nodes Brain Network Property

Six Degrees of Separation “ The mean number of intermediaries observed in this study was somewhat greater than five…additional research indicates this value is quite stable.” Travers & Milgram. Sociometry, 1969 “ A random pair of nodes in the Messenger network is 6.6 hops apart on the average.” Leskovec & Horvitz. Microsoft Research, 2007 likelihood to forward intimacy of friendships appeal of content number of “influence channels” people Social Media threshold of sodium channels threshold to fire thickness of axons strength of connections intensity of impulse strength of signal number of synapses number of connections neurons number of nodes Brain Network Property

The Debate Over Influentials ,[object Object],[object Object],“ Cascades do not succeed because of a few highly influential individuals influencing everyone else, but rather on account of a critical mass of easily influenced individuals influencing other easy-to-influence people. Watts & Dodds, JCR, 2007 likelihood to forward intimacy of friendships appeal of content number of “influence channels” people Social Media threshold of sodium channels threshold to fire thickness of axons strength of connections intensity of impulse strength of signal number of synapses number of connections neurons number of nodes Brain Network Property Influentials Average

Design Examples – Strength of Signal ,[object Object],[object Object],[object Object],[object Object],[object Object],likelihood to forward intimacy of friendships appeal of content number of “influence channels” people Social Media threshold of sodium channels threshold to fire thickness of axons strength of connections intensity of impulse strength of signal number of synapses number of connections neurons number of nodes Brain Network Property

Design Examples – Number of Connections ,[object Object],[object Object],[object Object],likelihood to forward intimacy of friendships appeal of content number of “influence channels” people Social Media threshold of sodium channels threshold to fire thickness of axons strength of connections intensity of impulse strength of signal number of synapses number of connections neurons number of nodes Brain Network Property

Design Examples – Strength of Connections ,[object Object],[object Object],[object Object],likelihood to forward intimacy of friendships appeal of content number of “influence channels” people Social Media threshold of sodium channels threshold to fire thickness of axons strength of connections intensity of impulse strength of signal number of synapses number of connections neurons number of nodes Brain Network Property

Design Examples – Threshold to Forward ,[object Object],[object Object],likelihood to forward intimacy of friendships appeal of content number of “influence channels” people Social Media threshold of sodium channels threshold to fire thickness of axons strength of connections intensity of impulse strength of signal number of synapses number of connections neurons number of nodes Brain Network Property

Design Examples – Threshold to Forward ,[object Object],[object Object],[object Object],Promoter Consumer Producer “ The tendency to ‘bask in reflected glory’ (BIRG) by publicly announcing one's associations with successful others.” Robert Cialdini et al., ASU Psychologist, in JPSP, 1976 likelihood to forward intimacy of friendships appeal of content number of “influence channels” people Social Media threshold of sodium channels threshold to fire thickness of axons strength of connections intensity of impulse strength of signal number of synapses number of connections neurons number of nodes Brain Network Property

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Beyond Influencers: Social Network Properties and Viral Marketing

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