Social Media Today Best Thinkers Series presents:Defining and Building Online Influence: My Klout Score Sucks and Why I Sh...
How to Participate<br />Submit your questions in the GotoWebinar presentation window<br />Follow along and share your thou...
About the Panel<br />Megan Berry, Klout, @meganberry<br />Megan Berry is Marketing Manager for Klout, the standard measure...
On Influence<br />Influence is….. The ability to shift a person or group’s thinking on a particular topic or idea.  <br />...
3 Models of Online Influence<br />Business<br /> to customer/consumer<br />Goal:  Keeping customers informed on your produ...
Klout Profile<br />
Klout Profile<br />
Thought Leadership is the new currency of online professional collaboration. <br />Key Research Findings From the 2011 New...
Social networks have evolved to become knowledge and communication networks.
 Access to thought leadership content is now the #1 reason why professionals surveyed visit networks and communities.
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Measuring Online Influence: Social Media Today Best Thinker's Series

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Since the emergence of online social networking, business users have wondered about the value return of engaging in the virtual world. As more businesses launch social marketing and PR programs, the ROI of social media has become the question of the hour. In recent years the application of analytics to social media activity has generated a new metric: Influence. The assumption behind influence is that the more of it you or your business have, the more value and leverage you possess in the eyes of your audience and customers. But is this really so?

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Measuring Online Influence: Social Media Today Best Thinker's Series

  1. 1.
  2. 2. Social Media Today Best Thinkers Series presents:Defining and Building Online Influence: My Klout Score Sucks and Why I Should Care<br />Brought to you by<br />
  3. 3. How to Participate<br />Submit your questions in the GotoWebinar presentation window<br />Follow along and share your thoughts on Twitter at #SMTlive<br />
  4. 4. About the Panel<br />Megan Berry, Klout, @meganberry<br />Megan Berry is Marketing Manager for Klout, the standard measure of online influence. She blogs on The Huffington Post,Mashable, Brazen Careerist, and the Klout blog. Megan had her first award-winning website at the age 11. She graduated Phi Beta Kappa from Stanford University and worked initially at Mobclix before joining Klout as its fourth employee. <br />Vanessa DiMauro, Leader Networks, @vdimauro<br />Vanessa DiMauro is the CEO of Leader Networks, a research and strategy consulting company that helps large organizations succeed in social business and B2B online community building.  With over 15 years experience in social media leadership positions, she has founded and run leading online communities for CXO Systems, Cambridge Technology Partners and IDG, and has developed winning social strategies for award winning B2B communities such as Cisco, Cognizant, HP, LexisNexis, Palladium Group and SAP. She serves as a board observer at Conisus, LLC, is on the Advisory Board at WEGO Health and blogs at http://blog.leadernetworks.com.<br />Maggie Fox, Moderator, @maggiefox<br />Maggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s most highly respected  independent agencies helping business navigate the socially engaged Web. Pioneers in their field, Social Media Group has developed social media strategies for some of the best-known brands in Europe and North America, including; Ford Motor Company, SAP Global Marketing, Norwegian Cruise Line, 3M and Thomson Reuters. Maggie has been interviewed about social media by The Washington Post, CBC Radio, The Globe and Mail, CBC News, CTV News, AdAge and The Financial Post, among others. She was also named one of the Top 100 Marketers in the 100th anniversary edition of Marketing Magazine and sits on the Board of the Empire Club of Canada.<br />
  5. 5. On Influence<br />Influence is….. The ability to shift a person or group’s thinking on a particular topic or idea. <br />Influence is often exerted through the creation of thought leadership but it can also represent a person or group’s ability to shepherd a new idea to popularity. <br />L E A D E R NETWORKS<br />
  6. 6. 3 Models of Online Influence<br />Business<br /> to customer/consumer<br />Goal: Keeping customers informed on your products/services and how to use them<br />Methods: Company-written blogs with comments; event amplification, use of social media tools to broadcast and create information.<br />ROI Measures: Leads generated, event attendees (on & offline), downloads. Buzz. <br /><ul><li>Ability to support larger organizational strategy. </li></ul>Peer to peer(s) <br />Goal: Helping peers troubleshoot transactional problems , surface referrals or identify options for purchase<br />Methods: Content curation, Repeat presence on relevant sites, rapid growth scale and/or relevance of followers. <br />ROI Measures: social media “crescendo effect” – amplification mentions. Professional or personal validation. <br />Influencer to person <br />Goal: To solidify ones position in the market as a credible source on topics pertaining to one’s specialized subject matter. <br />Methods: Thought leadership content creation through research, blogs and publications. Quality social media presence/following. <br />ROI Measures: Visibility, increased credibility, Indirect or direct sales. <br />L E A D E R NETWORKS<br />
  7. 7. Klout Profile<br />
  8. 8. Klout Profile<br />
  9. 9. Thought Leadership is the new currency of online professional collaboration. <br />Key Research Findings From the 2011 New Symbiosis of Professional Networks Research study<br /><ul><li>Business professionals are changing how they collaborate as a result of online professional communities and peer networks.
  10. 10. Social networks have evolved to become knowledge and communication networks.
  11. 11. Access to thought leadership content is now the #1 reason why professionals surveyed visit networks and communities.
  12. 12. Professionals are collaborating with each other visa vie the thought leadership content they generate, curate or share. No longer is collaboration an experience between a limited number of people.</li></ul>The collaboration recipe = 1 to 2 large networks + 1 to 2 niche communities<br /><ul><li> While nearly all professionals surveyed (97%) use LinkedIn, the use of smaller (niche) professional network are activity being used to find peers and content specifically related to the work that they do (by role, industry, geography, etc.).
  13. 13. Professionals are finding the right mix of large open networks and private communities to support their learning, networking and decision-making activities.</li></ul>Professionals share and consume quality content within their professional networks as a way of exerting influence<br /><ul><li>Endorsement (via like, read, share, retweet) is at the center of collaboration in social media communities.
  14. 14. “The Crescendo Effect” in social media environments has great impact on the buying decision. High quality content yields transparency and credibility.
  15. 15. Professional collaboration is changing from a small professional exchange into an interaction with content in public ways. The consequence of sharing content online = influence</li></li></ul><li>How to Participate<br />Submit your questions in the GotoWebinar presentation window<br />Follow along and share your thoughts on Twitter at #SMTlive<br />
  16. 16. Thanks for Joining Us<br />This webinar will be available on-demand at www.SocialMediaToday.com. Stop by to learn more and share your comments.<br />Connect with our panelists on Social Media Today using the search function:<br />

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