The document discusses maximizing influencer outreach through a case study approach. It outlines different types of influencers from publishers, advocates, and activists and examines the relationship between their reach and the probability of generating action or impact. The key factors that increase impact are finding personal connections, catalysts like new ideas or trends, and activating influencers who can spread messages to their followers. The goal is to identify the influencers with the highest reward for lowest risk efforts to promote brands and ideas.
Viral Marketing Meets Social Advertising: Ad Allocation with Minimum RegretCigdem Aslay
In this paper, we study the problem of allocating ads to users through the viral-marketing lens. Advertisers approach the host with a budget in return for the marketing campaign service provided by the host. We show that allocation that takes into account the propensity of ads for viral propagation can achieve significantly better performance. However, uncontrolled virality could be undesirable for the host as it creates room for exploitation by the advertisers: hoping to tap uncontrolled virality, an advertiser might declare a lower budget for its marketing campaign, aiming at the same large outcome with a smaller cost.
This creates a challenging trade-off: on the one hand, the host aims at leveraging virality and the network effect to improve advertising efficacy, while on the other hand the host wants to avoid giving away free service due to uncontrolled virality. We formalize this as the problem of ad allocation with minimum regret, which we show is NP-hard and inapproximable w.r.t. any factor. However, we devise an algorithm that provides approximation guarantees w.r.t. the total budget of all advertisers. We develop a scalable version of our approximation algorithm, which we extensively test on four real-world data sets, confirming that our algorithm delivers high quality solutions, is scalable, and significantly outperforms several natural baselines.
This thesis constitutes one of the first investigations that lie at the intersection of social influence propagation, viral marketing, and social advertising. The objective of this thesis is to take the algorithmic aspects of viral marketing out of the lab, and further enhance these aspects to account for the real world social advertisement models, by drawing on the viral marketing literature to study social influence aware ad allocation for social advertising. To this end, we take a first step towards enabling social influence online analytics in support of viral marketing decision making, and propose efficient influence indexing framework that can accurately answer topic-aware viral marketing queries with milliseconds response time. We then initiate investigation in the area of social advertising through the viral marketing lens, aligned with real world social advertisement models, and introduce two fundamental optimization problems, regarding the allocation of ads to social network users under social influence. We devise greedy approximation algorithms with provable approximation guarantees for the novel problems introduced. We also develop scalable versions of our approximation algorithms by leveraging the notion of reverse reachability sampling on social graphs, and experimentally confirm that our algorithms are scalable and deliver high quality solutions.
Greenpeace vs Nestle Kit Kat social influence case studyTiphereth Gloria
Greenpeace launched a global campaign to get Nestlé to stop buying unsustainable palm oil from Sinar Mas, a global supplier that was destroying the south east Asian rainforests where orangutan’s were being threatened.
I ran a social media analysis using Alterian SM2 to see how the Kit Kat brand in Australia was affected by Greenpeace campaign. The results show a clear negative impact on Kit Kat's brand sentiment, that's clearly attributable to Greenpeace's localising the campaign.
Design for Action: A Content Marketing Blueprint (HubSpot INBOUND 2015)Tamsen Webster
You invest so much time, effort, and money on content marketing, yet it doesn't seem to connect, or convert, the way it should. Why? Because you haven’t built your content around what your customers actually connect *with* — but only connection converts. Is there another way? Yes: design your content around what you want customers to *do,* not what you want them to *know.* You’ll leave the session with a simple technique that will not only revolutionize how you look at your content marketing, but also help you plan messages designed to win your rightful share of customers’ minds… and wallets. In this session you will learn: Why most content marketing fails… and what to do instead; What *really* drives customers’ decisions; Three questions to ask before crafting any message
Easy is the New Hard: How to Use Frameworks to make Life EasierTamsen Webster
Life is hard. We want to make it easy, but that’s hard, too. Why? Because too often, we think "hard" equals “good.” But it doesn’t. While it’s easy to make things hard, it’s NOT hard to make things easy — if you follow one simple rule: Everything has a framework. To learn how to make frameworks work for you, join Tamsen Webster as she reveals a framework for…frameworks, using examples for just about every aspect of life, picked up from her years as a Weight Watchers leader, reluctant runner, brand marketer, speaker whisperer, and “highest maintenance low maintenance person you'll ever meet." See? Easy.
While only 10% of Americans are on Twitter, almost half of all Americans see tweets in other forms of media almost every day. That makes Twitter more than an interesting place to have conversations or follow celebrity chatter: that makes it the new frontier of broadcasting. So, how can you make the most of it? We'll talk about 10 ways to find your niche and make your mark.
Viral Marketing Meets Social Advertising: Ad Allocation with Minimum RegretCigdem Aslay
In this paper, we study the problem of allocating ads to users through the viral-marketing lens. Advertisers approach the host with a budget in return for the marketing campaign service provided by the host. We show that allocation that takes into account the propensity of ads for viral propagation can achieve significantly better performance. However, uncontrolled virality could be undesirable for the host as it creates room for exploitation by the advertisers: hoping to tap uncontrolled virality, an advertiser might declare a lower budget for its marketing campaign, aiming at the same large outcome with a smaller cost.
This creates a challenging trade-off: on the one hand, the host aims at leveraging virality and the network effect to improve advertising efficacy, while on the other hand the host wants to avoid giving away free service due to uncontrolled virality. We formalize this as the problem of ad allocation with minimum regret, which we show is NP-hard and inapproximable w.r.t. any factor. However, we devise an algorithm that provides approximation guarantees w.r.t. the total budget of all advertisers. We develop a scalable version of our approximation algorithm, which we extensively test on four real-world data sets, confirming that our algorithm delivers high quality solutions, is scalable, and significantly outperforms several natural baselines.
This thesis constitutes one of the first investigations that lie at the intersection of social influence propagation, viral marketing, and social advertising. The objective of this thesis is to take the algorithmic aspects of viral marketing out of the lab, and further enhance these aspects to account for the real world social advertisement models, by drawing on the viral marketing literature to study social influence aware ad allocation for social advertising. To this end, we take a first step towards enabling social influence online analytics in support of viral marketing decision making, and propose efficient influence indexing framework that can accurately answer topic-aware viral marketing queries with milliseconds response time. We then initiate investigation in the area of social advertising through the viral marketing lens, aligned with real world social advertisement models, and introduce two fundamental optimization problems, regarding the allocation of ads to social network users under social influence. We devise greedy approximation algorithms with provable approximation guarantees for the novel problems introduced. We also develop scalable versions of our approximation algorithms by leveraging the notion of reverse reachability sampling on social graphs, and experimentally confirm that our algorithms are scalable and deliver high quality solutions.
Greenpeace vs Nestle Kit Kat social influence case studyTiphereth Gloria
Greenpeace launched a global campaign to get Nestlé to stop buying unsustainable palm oil from Sinar Mas, a global supplier that was destroying the south east Asian rainforests where orangutan’s were being threatened.
I ran a social media analysis using Alterian SM2 to see how the Kit Kat brand in Australia was affected by Greenpeace campaign. The results show a clear negative impact on Kit Kat's brand sentiment, that's clearly attributable to Greenpeace's localising the campaign.
Design for Action: A Content Marketing Blueprint (HubSpot INBOUND 2015)Tamsen Webster
You invest so much time, effort, and money on content marketing, yet it doesn't seem to connect, or convert, the way it should. Why? Because you haven’t built your content around what your customers actually connect *with* — but only connection converts. Is there another way? Yes: design your content around what you want customers to *do,* not what you want them to *know.* You’ll leave the session with a simple technique that will not only revolutionize how you look at your content marketing, but also help you plan messages designed to win your rightful share of customers’ minds… and wallets. In this session you will learn: Why most content marketing fails… and what to do instead; What *really* drives customers’ decisions; Three questions to ask before crafting any message
Easy is the New Hard: How to Use Frameworks to make Life EasierTamsen Webster
Life is hard. We want to make it easy, but that’s hard, too. Why? Because too often, we think "hard" equals “good.” But it doesn’t. While it’s easy to make things hard, it’s NOT hard to make things easy — if you follow one simple rule: Everything has a framework. To learn how to make frameworks work for you, join Tamsen Webster as she reveals a framework for…frameworks, using examples for just about every aspect of life, picked up from her years as a Weight Watchers leader, reluctant runner, brand marketer, speaker whisperer, and “highest maintenance low maintenance person you'll ever meet." See? Easy.
While only 10% of Americans are on Twitter, almost half of all Americans see tweets in other forms of media almost every day. That makes Twitter more than an interesting place to have conversations or follow celebrity chatter: that makes it the new frontier of broadcasting. So, how can you make the most of it? We'll talk about 10 ways to find your niche and make your mark.
Put up or shut up: Beyond Social InfluenceTamsen Webster
Between high-powered digital and social influencers and the everyday advocates who talk about brands online, there's a missing link: those rarified few who can actually get other people to *do* things. How do you find and approach that group and, more importantly, how do you get them to activate on your behalf? How do those strategies change depending on you business goals? In this session, you'll learn how to find and categorize the full spectrum of influencers, and how to develop outreach and measurement plans for each.
Selling social media to skeptics final.pptxTamsen Webster
While the number of people, businesses, and organizations active on social platforms continues to grow daily, not everyone is sold on the value of social media marketing. And while you may "get it"—the whys and hows of social media marketing—sometimes it seems like an impossible task to convince skeptics to suspend their disbelief and dive in.
But what if instead of relying on faith, you could show results? What if you could replace skepticism with support—and success?
You can. By dropping a little ... science!
In this seminar, we'll explore how the centuries-old Scientific Method provides a framework that anyone can use within any organization to make a case for social media. You'll convert even the deepest fears about going social into confident enthusiasm.
Plus, you'll discover a straightforward, seven-step framework to get you started implementing customized, documentable, and measurable social media efforts.
An introduction to social media for nonprofitsTamsen Webster
A high-level overview of digital strategy, social media's role in it, as well as platforms and tools, and the business and management implications, including structures and policies.
Your success depends on the questions you ask, and the answer you get. Are you asking the right ones? And enough of them?
Are you getting the answers you need?
What Makes You Different Makes You StrongerTamsen Webster
The key to forging a strong identity for your school or organization is knowing what sets you apart from everyone else: what you do/have/offer that no one else does…at least not quite the way you do. Do you know what truly differentiates you? Do your students and faculty and constituents? Is your standout quality a part of the story you’re telling? This interactive, lively, informal table session - full of case studies and real-world examples - will guide you through the process of answering these questions for your community...and put you on the path towards more authentic branding for your entire organization.
The world has changed.
It’s not about creating one-way, company-to-customer impressions anymore —if it ever was. Sure, you still put your products and messages in the marketplace. But now your customers put their experiences and expectations there, too. It all works together to create what we’ve come to agree is a “brand.”
But the image is out-of-date: success in this new era isn’t about searing impressions... it’s about arranging them. It’s about creating a mosaic of inputs and ideas, carefully positioned relative to each other. In this session, learn how you can collect all the pieces—both organization- and crowd-generated—and turn them into something people see, understand, and, most importantly, care about enough to pay for.
Social media isn’t rocket science, is it? No, it’s not. But we can borrow from rocket science (in the form of the Scientific Method) to decide how best to use and implement social media in our organizations. We can apply a rational—nay, scientific!—approach to figuring out what all this (previously) irrational exuberance is all about. In this session, learn a framework for approaching any social media project that will produce documentable, repeatable, and tangible results.
Put up or shut up: Beyond Social InfluenceTamsen Webster
Between high-powered digital and social influencers and the everyday advocates who talk about brands online, there's a missing link: those rarified few who can actually get other people to *do* things. How do you find and approach that group and, more importantly, how do you get them to activate on your behalf? How do those strategies change depending on you business goals? In this session, you'll learn how to find and categorize the full spectrum of influencers, and how to develop outreach and measurement plans for each.
Selling social media to skeptics final.pptxTamsen Webster
While the number of people, businesses, and organizations active on social platforms continues to grow daily, not everyone is sold on the value of social media marketing. And while you may "get it"—the whys and hows of social media marketing—sometimes it seems like an impossible task to convince skeptics to suspend their disbelief and dive in.
But what if instead of relying on faith, you could show results? What if you could replace skepticism with support—and success?
You can. By dropping a little ... science!
In this seminar, we'll explore how the centuries-old Scientific Method provides a framework that anyone can use within any organization to make a case for social media. You'll convert even the deepest fears about going social into confident enthusiasm.
Plus, you'll discover a straightforward, seven-step framework to get you started implementing customized, documentable, and measurable social media efforts.
An introduction to social media for nonprofitsTamsen Webster
A high-level overview of digital strategy, social media's role in it, as well as platforms and tools, and the business and management implications, including structures and policies.
Your success depends on the questions you ask, and the answer you get. Are you asking the right ones? And enough of them?
Are you getting the answers you need?
What Makes You Different Makes You StrongerTamsen Webster
The key to forging a strong identity for your school or organization is knowing what sets you apart from everyone else: what you do/have/offer that no one else does…at least not quite the way you do. Do you know what truly differentiates you? Do your students and faculty and constituents? Is your standout quality a part of the story you’re telling? This interactive, lively, informal table session - full of case studies and real-world examples - will guide you through the process of answering these questions for your community...and put you on the path towards more authentic branding for your entire organization.
The world has changed.
It’s not about creating one-way, company-to-customer impressions anymore —if it ever was. Sure, you still put your products and messages in the marketplace. But now your customers put their experiences and expectations there, too. It all works together to create what we’ve come to agree is a “brand.”
But the image is out-of-date: success in this new era isn’t about searing impressions... it’s about arranging them. It’s about creating a mosaic of inputs and ideas, carefully positioned relative to each other. In this session, learn how you can collect all the pieces—both organization- and crowd-generated—and turn them into something people see, understand, and, most importantly, care about enough to pay for.
Social media isn’t rocket science, is it? No, it’s not. But we can borrow from rocket science (in the form of the Scientific Method) to decide how best to use and implement social media in our organizations. We can apply a rational—nay, scientific!—approach to figuring out what all this (previously) irrational exuberance is all about. In this session, learn a framework for approaching any social media project that will produce documentable, repeatable, and tangible results.