Maximizing Social Influence: A Case Study (or, GlassesA A Love Story
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Transcript of Maximizing Social Influence: A Case Study (or, GlassesA A Love Story
![Page 1: Maximizing Social Influence: A Case Study (or, GlassesA A Love Story](https://reader035.fdocuments.us/reader035/viewer/2022062703/554dce62b4c905d10e8b45ad/html5/thumbnails/1.jpg)
A Case Study for Maximizing
Influencer Outreach
By: Tamsen Webster@tamadear
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GLASSESA Love Story
@tamadear
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“I want some new glasses.”
@tamadear
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@tamadear
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@tamadear
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@tamadear
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@tamadear
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@tamadear
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@tamadear
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SOCIAL INFLUENCE
@tamadear
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@tamadear
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Everyone’s an influencer.
@tamadear
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Two Factors
• Reach• Probability of Immediate
Action
@tamadear
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Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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Connected CatalystsLow Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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Passionate Publishers Connected CatalystsLow Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates
Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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Connected Catalysts
• Massive exposure• Immediate action
@tamadear
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Passionate Publishers
• Buzz at scale• Expert coverage
@tamadear
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Everyday Advocates
• Sincere endorsement• “Strong tie” word of mouth
@tamadear
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Altruistic Activators
• Proactive recommendations• Valued resource
@tamadear
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Listen to conversations
…not just mentions
@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
EFFORT@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
COST@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
RISK@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
REWARD@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
HIGH EFFORTHIGH COSTHIGH RISK
LOW RISKLOW COST
LOW EFFORT
LOW REWARD
HIGH REWARD
@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
@tamadear
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Prospect
“I want some new glasses.”
@tamadear
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Prospect Activator
“I want some new glasses.”
@tamadear
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Brand
Prospect Activator
“I want some new glasses.”
@tamadear
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Brand
Prospect Activator
“I want some new glasses.”
@tamadear
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@tamadear
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Brand
Prospect Activator
“I want some new glasses.”
@tamadear
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@tamadear
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@tamadear
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@tamadear
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Brand
Prospect Activator
“I want some new glasses.”
@tamadear
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@tamadear
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Reward the behaviors you want to repeat
@tamadear
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Passionate Publishers• Identify based on reach &
relevance• Provide compensation
Everyday Advocates• Provide great brand
experience• Provide rewards
Altruistic Activators• Practice social listening to target• Provide rewards
@tamadear
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@tamadear
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@tamadear
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Passionate Publishers• Identify based on reach &
relevance• Provide compensation
Everyday Advocates• Provide great brand
experience• Provide rewards
Altruistic Activators• Practice social listening to target• Provide rewards
Connected Catalysts• Identify based on reach & “buzz”
• Provide compensation
@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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@tamadear
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Thank you.