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…

14.
Thanks!
Jon Gatrell
@spatially

15.
The Details

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/