Digital Culture - Social Graph
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The document discusses the importance of influence and weak ties in online marketing and information spread. It notes that people are more likely to trust recommendations from peers than ads. New marketing funnels factor in various aspects of influence like reach, relevance, resonance, popularity, trust and affinity. Case studies show how brands partner with influencers on social media to promote products. The strength of weak ties theory holds that new information is often received from distant acquaintances rather than close friends.
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Digital Culture - Social Graph
- 2. welcome to the new world
- 3. welcome to the new world with a new communication paradigm
- 5. 2005 London
- 7. 2014 Hawaii
- 8. 2015 Paris
- 14. welcome to the new world with a new communication paradigm dialogue
- 16. the web is being rebuild around people 30 minutes 779 295 retweets
- 17. the web is being rebuild around people
- 18. the web is being rebuild around people
- 19. the web is being rebuild around people
- 20. It’s not about technology It’s about behaviour
- 21. the web is being rebuild around people understanding the social graph
- 22. Leonhard Euler Swiss Mathematician Graph Theory the social graph
- 23. is the mapping of everybody how they are related, and how they interact the social graph
- 24. we live in a networked society the social graph 1
- 25. we can have multiple groups of friends the social graph 2
- 36. 5
- 37. 3
- 39. 150
- 41. …
- 42. 5
- 53. 1 to 1
- 55. 1 to 1 to many
- 57. (1 to 1 to many)n
- 58. #jesuischarlie
- 59. Who are you online? @
- 60. Going viral
- 61. Going viral
- 62. Going viral February 25th, 2015 Swiked “Guys please help me - is this dress white and gold or blue and black? Me and my friend can’t agree and we’re freaking the f**k out”
- 65. Going viral
- 68. ? Going viral What makes this so viral
- 69. ? Going viral What makes this so viral
- 70. Going viral These are just prerequisatories. Every day marketing campaigns are started which tick all the boxes.
- 71. Going viral Unfortunately it’s not about creativity, but all about mathematics.
- 72. Going viral Duncan Watts Six degrees. The science of a connected age. 2003
- 73. Going viral six degrees. the science of a connected age 6 degrees of separation Milgram,1967
- 74. 6 degrees of Kevin Bacon www.sixdegrees.org
- 75. Going viral six degrees. the science of a connected age 2008 5,28 hops
- 76. Going viral six degrees. the science of a connected age 2008 5,28 hops 2011 4,74 hops
- 77. Going viral six degrees. the science of a connected age 2008 5,28 hops 2011 4,74 hops 2016 3,57 hops
- 78. Going viral six degrees. the science of a connected age That moment when everybody claps in synchronicity Information Cascade
- 79. Going viral six degrees. the science of a connected age Once commenced it becomes self-perpetuating. Information Cascade
- 80. Going viral six degrees. the science of a connected age Do you need the Internet to create an information cascade?
- 81. Going viral six degrees. the science of a connected age Do you need the Internet to create an information cascade? NO, but it can help.
- 82. Going viral six degrees. the science of a connected age Can you cause an information cascade, (and if so how)? 1
- 83. Going viral six degrees. the science of a connected age Do networks have weak-points, if hit precisely,a small shock would explode like an epidemic? 2
- 84. Going viral six degrees. the science of a connected age Yes! It has to do with how humans make up their mind.
- 85. Going viral six degrees. the science of a connected age “Other people control (y)our mind” You Other Other Other Other
- 86. “Other people control our mind”
- 87. or differently put “Other people control our mind” on average people buy 15% of the time, but when someone next to you orders something your chances of buying something rise to 20%
- 88. Going viral six degrees. the science of a connected age It’s all about exceeding the critical threshold
- 89. Going viral six degrees. the science of a connected age Exceeding the threshold depends on • the virality of the message or behavior • the number of infected neighbors
- 90. BUT when the threshold is passed, and the message goes viral…
- 100. CASE :
- 101. CASE : 85% 34y<
- 103. social superpowers
- 104. CASE :
- 105. before there was Lumia there was
- 108. “In an effort to demonstrate the benefits of optical image stabilization (…), we produced a video that simulates what we will be able to deliver with OIS. (…) We should have posted a disclaimer stating this was a representation of OIS only. This was not shot with a Lumia 920. At least, not yet. We apologize for the confusion we created.” Heidi Lemmetyinen editor-in-chief of Conversation at Nokia Blog
- 113. social superpowers
- 114. online marketing funnel importance of influence
- 115. online marketing funnel importance of influence 90% of customers trust peer recommendations. (nielsen, 2016) 33% of customers trust ads. (nielsen, 2016)
- 116. online marketing funnel importance of influence Reach Relevance Resonance An Influencer has the ability to change behaviors or impact purchase decisions in a given context.
- 117. online marketing funnel importance of influence Reach Relevance Resonance Influencer Marketing aims to harness the influence of key individuals on the social web to meet business goals by building mutually beneficial relationships
- 118. online marketing funnel importance of influence Reach Relevance Resonance81% of marketeers says influencer marketing to be effective (e-consultancy, 2016)
- 119. online marketing funnel importance of influence Resonance Relevance Reach
- 120. new marketing funnel importance of influence Reach Relevance Resonance Popularity Proximity Goodwill Authority Trust Affinity Frequency Period Amplitude
- 121. new marketing funnel importance of influence
- 122. new marketing funnel importance of influence
- 123. new marketing funnel importance of influence
- 124. new marketing funnel importance of influence Reach Relevance Resonance Popularity Proximity Goodwill Authority Trust Affinity Frequency Period Amplitude
- 125. new marketing funnel importance of influence
- 126. new marketing funnel importance of influence
- 127. new marketing funnel importance of influence Reach Relevance Resonance Popularity Proximity Goodwill Authority Trust Affinity Frequency Period Amplitude
- 128. online marketing funnel importance of influence
- 129. online marketing funnel importance of influence GOAL: Promote latest Adidas Woman Line
- 130. online marketing funnel importance of influence GOAL: Promote latest Adidas Woman Line INFLUENCER CAMPAIGN: 6 female instagram stars playing a game of tennis with legend Steffie Graph WHEN: During olympic games 2016
- 131. online marketing funnel importance of influence
- 132. online marketing funnel importance of influence
- 133. online marketing funnel importance of influence
- 134. online marketing funnel importance of influence ADIDAS tags in the post ADIDAS tags in the post ADIDAS tags in the post
- 135. online marketing funnel importance of influence ADIDAS tags in the post
- 136. online marketing funnel importance of influence 1.6 mio engagements
- 137. online marketing funnel importance of influence GOAL: Opening new flagship store in Berlin + Launch of Caro_e collection
- 138. online marketing funnel importance of influence
- 139. online marketing funnel importance of influence
- 140. online marketing funnel importance of influence
- 141. online marketing funnel importance of influence
- 142. online marketing funnel importance of influence
- 144. the strength of weak ties Mark Granovetter Connected through strong ties
- 145. the strength of weak ties Mark Granovetter Connected through strong ties c Connected through weak ties
- 146. influence information
- 147. the strength of weak ties Mary
- 148. the strength of weak ties Mary
- 149. the strength of weak ties “trusted friends” Mary
- 150. the strength of weak ties “trusted friends” “experts” Mary
- 151. the strength of weak ties “trusted friends” “experts” Mary