Reputation in

Real Time

How Technology and Social

Enablers are Pushing Real-

Time Response© 2011, Michael Netzley PhD

Michael Netzley, PhD

communicateasia@gmail.com

#1

Social Networks Have

an Amplifier Effect

155

Friend’s Friend’s Friend

Rule: Three Degrees

of Influence

Rule: Connections need

to be strong; you need

not know the people.

Research Says

Harvard Med School: Emotions Spread Through Large Social Networks

Conclusion: People’s happiness

depends on the happiness of others

with whom they are connected. This

provides further justification for seeing

happiness, like health, as a collective

phenomenon.

- British Medical Journal 337 (2008)Fowler and Christakis

Harvard Med School: Obesity Spreads Through Large Social Networks

“You may not know him personally,

but your friend’s husband’s coworker

can make you fat. And your sister’s

friend’s boyfriend can make you thin.”

- Fowler and Christakis (2009) Connected

Harvard Political Scientist: Why Americans Vote

If you vote, then it increases the

likelihood that your friend’s friend will

also vote….Instead of each of us

having only one vote, we effectively

have several and therefore much

more likely to influence the

outcome. - Fowler and Christakis (2009)

Connected

#2

In Social Business….

Speed is the Tie that

Binds

Internet

Speed

Hudson River

10:20am

“A lot of this [interaction] is about speed and how fast customers can respond. And just as powerful, how fast can a business respond to the customers? It speeds the pace at which a relationship deepens between the business and customer.”

- Paul Greenberg, CRM expert

“The era of Web 2.0 is raising the bar

on our collective expectations for

information access, service levels and

customer experience.”

- Mike Murphy, Information Management

Gratification

People seek to fulfill a need when turning to media or a social network

#3

The time for leading

businesses to go social

is…now

“Companies have been using social media

primarily as a general communications

tool….that is about to change, as

businesses discover its value as an

essential tool for customer engagement—

lead generation, immediate customer contact, and customer interaction.”

Josh Gordon, SocialMediaToday

White Paper

Fortune 100 Websites

68%

-23.02%

Companies experienced

drop in traffic to

corporate website

Average decline

from 2009

through 2010

Webtrends Report, March 17, 2011

People everywhere are communicating around their similar

interests

They are communicating

continuously with mobile technology

Conversations are rapidly migrating from websites to social networks

The future is social business…and IBM

values this as eventually being a $100billion industry

McKinsey & Co Study 2010

• Use of Web 2.0 technologies significantly

improved companies’ performance

• Networked enterprises leaders vs. companies

using the Web in more limited ways

http://www.mckinseyquarterly.com/Organization/Strategic_Organization/The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716

What We Can See….

…We Can Measure

Measurement: 3 Tips, 3 Slides

Jeremiah Owyang, Altimeter Group

ROI Pyramid: Roles View Provide the right

metrics to the right

audience. A novice

mistake is to provide

‘engagement metrics’ to

executives

The ROI Pyramid: Metrics View

These metrics are

formulas comprised of

the tier below them.

Currently, there is no

industry standard.

The ROI Pyramid: Metrics Examples (there are more)

A junior mistake is

providing

‘engagement data’

to executives –

instead focus on

business metrics.

Research Says…

The rate at which chatter develops on Twitter proved to be a more accurate predictor of sales than did the traditional box-office forecast.

- Asur & Huberman, HP Labs

“Home sick with the flu”

- Twitter reports like this, in real time, reveal breaking trends and sentiments which can take weeks to gather using traditional methods. CDC

ARE YOU READY?

Thanks to….

Jeremiah Owyang for the Open Data slides on measurement best practices.

Also thanks to John Kerr of Edelman .

Michael Netzley, PhD can be found at http://communicateasia.asia or heard each week on the For Immediate Release podcast.

© 2011, Michael Netzley PhD