The document discusses the significant impact of social networks on behavior, illustrating how emotions, health, and voting habits spread through connections. It emphasizes the urgency for businesses to adapt to social media as a key tool for customer engagement and interaction, noting a decline in web traffic as companies shift focus. Lastly, it highlights the importance of proper metrics in measuring social media ROI, advocating for business metrics over engagement data for executive decision-making.

1. Reputation in
Real Time
How Technology and Social
Enablers are Pushing Real-
© 2011, Michael Netzley PhD Time Response

2. Michael Netzley, PhD
communicateasia@gmail.com

3. #1
Social Networks Have
an Amplifier Effect

4. 155

5. Friend’s Friend’s Friend

6. Rule: Three Degrees
of Influence

7. Rule: Connections need
to be strong; you need
not know the people.

8. Research Says

9. Harvard Med School: Emotions Spread
Through Large Social Networks
Conclusion: People’s happiness
depends on the happiness of others
with whom they are connected. This
provides further justification for seeing
happiness, like health, as a collective
phenomenon.
- British Medical Journal 337 (2008)
Fowler and Christakis

10. Harvard Med School: Obesity Spreads
Through Large Social Networks
“You may not know him personally,
but your friend’s husband’s coworker
can make you fat. And your sister’s
friend’s boyfriend can make you thin.”
- Fowler and Christakis (2009)
Connected

11. Harvard Political Scientist:
Why Americans Vote
If you vote, then it increases the
likelihood that your friend’s friend will
also vote….Instead of each of us
having only one vote, we effectively
have several and therefore much
more likely to influence the
outcome.
- Fowler and Christakis (2009)
Connected

12. #2
In Social Business….
Speed is the Tie that
Binds

13. Internet
Speed

14. Hudson
River

15. 10:20am

17. “A lot of this [interaction] is about speed and
how fast customers can respond. And just as
powerful, how fast can a business respond to
the customers? It speeds the pace at which a
relationship deepens between the business
and customer.”
- Paul Greenberg, CRM expert

18. “The era of Web 2.0 is raising the bar
on our collective expectations for
information access, service levels and
customer experience.”
- Mike Murphy, Information Management

19. Gratification
People seek to fulfill a
need when turning to
media or a social network

20. #3
The time for leading
businesses to go social
is…now

21. “Companies have been using social media
primarily as a general communications
tool….that is about to change, as
businesses discover its value as an
essential tool for customer engagement—
lead generation, immediate customer
contact, and customer interaction.”
Josh Gordon, SocialMediaToday
White Paper

22. Fortune 100 Websites
68%
Companies experienced
drop in traffic to
corporate website
-23.02%
Average decline
from 2009
through 2010
Webtrends Report, March 17, 2011

23. People everywhere They are
are communicating communicating
around their similar continuously with
interests mobile technology
The future is social
Conversations are
business…and IBM
rapidly migrating
values this as
from websites to
eventually being a
social networks
$100billion industry

24. McKinsey & Co Study 2010
• Use of Web 2.0 technologies significantly
improved companies’ performance
• Networked enterprises leaders vs. companies
using the Web in more limited ways
http://www.mckinseyquarterly.com/Organization/Strategic_Organization/The_rise
_of_the_networked_enterprise_Web_20_finds_its_payday_2716

26. What We Can See….
…We Can Measure

27. Measurement: 3 Tips, 3 Slides
Jeremiah
Owyang,
Altimeter Group

28. ROI Pyramid: Roles View Provide the right
metrics to the right
audience. A novice
mistake is to provide
‘engagement metrics’ to
executives

29. The ROI Pyramid: Metrics View
These metrics are
formulas comprised of
the tier below them.
Currently, there is no
industry standard.

30. The ROI Pyramid: Metrics Examples (there are
more)
A junior mistake is
providing
‘engagement data’
to executives –
instead focus on
business metrics.

31. Research Says…
The rate at which chatter
develops on Twitter proved to
be a more accurate predictor
of sales than did the
traditional box-office forecast.
- Asur & Huberman, HP Labs
“Home sick with the flu”
- Twitter reports like this, in real time, reveal
breaking trends and sentiments which can take weeks
to gather using traditional methods. CDC

33. ARE YOU
READY?

34. Thanks to….
Jeremiah Owyang for the Open Data
slides on measurement best practices.
Also thanks to John Kerr of Edelman .
Michael Netzley, PhD can be found at
http://communicateasia.asia or heard
each week on the For Immediate
Release podcast.
© 2011, Michael Netzley PhD