Mat Morrison, Social Media Planner and Entrepreneur - presented at Hit Me! Social Media and Search @ Microsoft HQ

1. The Social Web:
modelling & measuring
influence

2. Start clapping now

3. (easier to get the
applause in early)

4. Keep clapping

5. Clap louder

6. Don’t stop
until I tell you

7. CLAP LOUDER!

8. I’m not going to start
until I’m happy, you
know...

9. and
I can wait here all day

10. KEEP CLAPPING!

11. Mat Morrison

12. linkedin.com/in/mediaczar

13. @mediaczar

17. • Social Media: what it isn’t
• Influencers: how to spot them
• Homophily & Social Norms
• Why “Viral” often isn’t
• Complete Bloody Strangers

18. Social Media
what it isn’t

19. Audience has an audience

20. Use people as a channel

21. (naïve)

22. Not (just) about
publishing

23. Filters

24. Bypass filters

25. (sophisticated)

26. Influencers
and how to spot them

27. how do we talk to as few
people as possible to
reach as many as
possible
?

28. Popularity
(reach)

29. I have 213 friends

30. My “egonet.” Srsly

31. Frequency distribution
20
15
10
5
0
10 60 90 460
2007

32. Eigenfactor

33. Frequency distribution
20
15
10
5
0
10 60 90 460
2007

34. Betweenness

43. What if there are no
influencers?

44. Remember clapping?

45. Individual Social
Conscious decision- Unconscious copying
making
Emotional brand-
engagement

46. Homophily Social Norms

47. Homophily

48. Educated guesses
• Age
• Location
• Gender
• Gender preference
• Entertainment preference
• Product preference

53. Social Norms

54. 171% increased risk of obesity if
your close friend is obese
‘The Spread of Obesity in a Large Social Network over 32 Years’: Christakis & Fowler, (New England Journal of Medicine, July 26 2007)

55. Susceptibility

56. Why “Viral”
often isn’t

63. exponential curve

65. diffusion curve

66. But...

67. hiccough

68. hiccough attack

69. Social networks are clumpy

70. London Twitter Festival
Ends in Chaos as
Crowd Clashes with
Facebook Enthusiasts

71. Original Tweet: 0834hrs

72. Cascade: 1

73. Cascade: 2

74. Cascade: 3 (shows 2)

75. Cascade: 4 (shows 3)

76. Cascade: 5 (shows 4)

77. Friday, 11 Sep 2009 1115hrs

79. Initial tweet responsible for 2K visitors

80. Frequency distribution
OTS/time
20,000
15,000
10,000
5,000
0
08:34 09:41 11:43

81. hiccough attack

83. Frequency distribution
OTS/generation
30,000
22,500
15,000
7,500
0
Gen 0 Gen 1 Gen 2 Gen 3 Gen 4 Gen 5

84. hiccough

86. The Circle of
Complete Bloody
Strangers

92. Don’t talk to strangers

93. Thank you.