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Social Capital Death Match

Jon Gatrell
Jon Gatrell
Jon GatrellProduct Management Speaker and Instructor at Pragmatic Marketing

Who are more influential? People of Brands in social media?

Social Capital Death Match

1 of 20
Social Capital Death Match
    People vs. Brands
In this corner, retail brands from communities
                  everywhere…




        The Brands
In this corner hailing from all over the place..




         The People
1%

                       Annual Contribution to GNP




Perceivable
  Fraction



              Brands           People
Marketing Budgets


                       People

Brands
                         .
… 3 Round Bout…
      The Judges

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Social Capital Death Match

  • 1. Social Capital Death Match People vs. Brands
  • 2. In this corner, retail brands from communities everywhere… The Brands
  • 3. In this corner hailing from all over the place.. The People
  • 4. 1% Annual Contribution to GNP Perceivable Fraction Brands People
  • 5. Marketing Budgets People Brands .
  • 6. … 3 Round Bout… The Judges
  • 7. ROUND 1 Who has the Biggest Average Audience?
  • 8. Brands Brands People VS. 83,208 27,565
  • 9. ROUND 2 On Average Most Influential?
  • 10. People Brand People VS. 57 69
  • 11. ROUND 3 Who’s More Real According to Peer Index’s “Real” meter?
  • 12. People Brands People VS. 56 81
  • 13. …and the people have won… …by decision 2 to 1…
  • 16. Methodology • Not so random sample – Minimum Requirements for inclusion • twitter.grader.com ranking of 100 – Retailers: #BlackFriday participation on Twitter as confirmed in this article: http://www.clickz.com/clickz/news/1928843/retailers-bestbuy-walmart-twitter- black- friday?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:%20cl ickz%20ClickZ%20-%20News – People: People I read and pay attention to and have actually had a beverage with • Sources – Sources • Klout • Peer Index • Twitter – Data & Time • 12.12.2010 from 8:00 am – 11:15 am
  • 17. 90 Branded Networks 80 70 60 50 Klout 40 Peer Index 30 20 10 0 Best Buy Target Wal-mart Home Depot Staples Klout Peer Index Best Buy 71 63 Target 77 36 Wal-mart 65 32 Home Depot 64 40 Staples 72 50
  • 18. Personal Networks 90 80 70 60 50 40 30 20 Klout 10 0 Peer Index Klout Peer Index Amber Naslund 69 63 Terry Starbucker 59 54 Shashi Bellamkonda 73 74 Chris Heuer 57 62 Liz Strauss 80 67
  • 19. Accounts Analyzed Network Sizing Twitter ID Followers Brands @target 58,170 @homedepotdeals 47,457 @staplestweets 96,597 @walmartspecials 97,966 @BestBuy 115,852 Average 83,208 People @ambercadabra 36,807 @chrisheuer 14,170 @starbucker 14,880 @lizstrauss 63,363 @shashib 12,280 Average 27,565
  • 20. Photo Credits • http://www.flickr.com/photos/sergedegracia/4502807 681/sizes/l/in/photostream/ • http://www.flickr.com/photos/valadez/5046696206/siz es/l/in/photostream/ • http://www.flickr.com/photos/quinnanya/5063718415 /sizes/l/in/photostream/ • http://www.flickr.com/photos/pvk/58684954/sizes/l/in /photostream/ • http://www.flickr.com/photos/binkybink/2334144082/ sizes/l/in/photostream/ • http://www.flickr.com/photos/wallyg/3091337352/size s/l/in/photostream/