Beyond Social Scoring: Reversing the Social Influence Model
Transcript of Beyond Social Scoring: Reversing the Social Influence Model
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Beyond Social Scoring: Reversing
the Social Influence Model
Geoff Livingston(filling in for Danny Brown)
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Influencer Theories from Welcome
to the Fifth Estate
2#demand13
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#demand13 3
Today, Influencers Portrayed as Heroes
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4#demand13
We Want Coverage from Big Voices
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5#demand13
Metrics Show Us Online Popularity
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6#demand13
Tribes, Tribe Leaders, and Influence
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Image by AMashuga
7#demand13
Complexity of Relevance
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8#demand13
Tribe Leaders
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9#demand13
The Science of Networking & WOMM
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Image by post-postmodern
10#demand13
Signaling Trust
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11#demand13
Influencers Already Know Us
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12#demand13
Contagions: Why Bubbles?
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13#demand13
No Silver Bullet Answers
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• Influencers approached like
media
• Social scoring models
measure attention
• Tribes build topical interest w/
weak ties
• Decisions made through
complex factors
• Science of networks shows
how customers are influenced
14#demand13
Thoughts on Influencer Models
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• Influence extends well beyond
top bloggers and media
• WOMM needs to consider how
customers talk to each other
• Influence includes the crowd
#demand13
Applied: Word of Mouth and Sales
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16#demand13
Move Beyond Earned Media
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From Influence Marketing by Danny Brown and Sam Fiorella
#demand13
Customer Centric Influence
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#demand13
1,886,434 Ways the Long Tail Beat Klout
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• $2 million
• 18,000 donors
• Charities like Little Lights
Urban Ministries, For Love of
Children, Kristen Brooks
Hope Center won
• Keys to winning: Engaged
community, authenticity and
a willingness to work and
activate a network.
19#demand13
Give to the Max Day: Greater Washington
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• Social media outreach
• Focus on Facebook, and
direct messaging
• Friends and ambassadors
took on the message
• Prepared constituents well
before contest
• Cultivated strong email list
20#demand13
How Little Lights Did It
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21#demand13
How Tough Mudder Became the Fastest
Growing Brand in sports
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22#demand13
Five Guys Gets WOMM & Coverage
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• Customer centric approaches
• Pivots around great customer
experience
• Interactive and social turns the fly
wheel
• Precision targeting in media and
influencer programs
• Includes other marketing
communications
23#demand13
Sales Approach Takeaways
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24#demand13
What About Real Influencers, You Know,
Weblebrities?!?!?!
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25#demand13
PayPal Paper on Celebrity/Weblebrity Based
Crowdfunding
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26#demand13
How We Derived Our Conclusions
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27#demand13
Success Combines Development and Social
Media Best Practices
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28#demand13
Factor 1: Personal Story
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29#demand13
Factor 2: Pre-Existing Community
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30#demand13
Factor 3: Authentic Willingness
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31#demand13
Tip: Vet Celeb/Weblebrity Partners
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32#demand13
Passionate Willingness Includes Activation of
Connections
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33#demand13
Tip: Avid Use of Social Media
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34#demand13
Tip: Embrace the New Ambassador
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• Influence metrics matter
very little
• Personal connections w/
community, authenticity, and
passion/willingness
• Go beyond mentions and
integrate marketing
• Incorporate development
best practices
35#demand13
Summary Points
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Image by Rajiv Patel 36#demand13