[slides] the rise of digital influence, with brian solis

@briansolis

You are now marketing to an audience with an audience of audiences

The Human Network =The Human Algorithm

Everyday people are now personal media networks that influence consumer behavior

Welcome to the

EGOSYSTEM@briansolis

Influence starts with the “me” in social media

WE ARE MEASURED BY

WHAT WE SAYAND THE

COMPANY WE KEEP

A credit score for

THE SOCIAL WEB

You are already

INDEXED

What you say here contributes to your “score”

WE ALL SUFFER FROM

MULTIPLE PERSONALITYDISORDER

WE SHOULD BE DIAGNOSED WITH

MULTIPLE PERSONALITYIN ORDER

It’s about striking a balance between our personal brand and the brand we represent

The State of Digital Influence Marketing

I only get my problems solved on Twitter because of my influence score. I feel sorry for those who don’t have a high score.- Your customers already get it

Klout and other “influence scores” are increasingly being adopted by analytics vendors and others

Chevrolet says it got 16,000 positive consumer mentions on social media; user-generated videos; three requests to take advantage of a special discount and one confirmed purchase.

“Two years ago, Salim at SAP inspired Priscilla Scala and I to work on “Social Profiling.” We brainstormed profile markers then wrote code that sorted SAP followers into dynamic buckets based on Influence and Bio categories.” – Jodee Rich, Kred Blog

Prior to running any influencer campaign, the team first identified who it is Microsoft is trying to reach, where they are, what media they consume, and how they behave. The research found that upwards of 70% of its target consumers are influenced by their peers. - Molly O’Donnell, Director of Influencer Marketing at Microsoft

It was our hope that people would come out of it as Windows Phone evangelists. Our objective wasn’t to simply get tweets or updates, but instead measure whether or not this program changed familiarity or the likelihood to purchase a phone. - Molly O’Donnell, Director of Influencer Marketing at Microsoft

Social media amplification is off the charts… we can see that programs that target influencers can change behavior.

- Molly O’Donnell, Director of Influencer Marketing at Microsoft

PeerIndex partnered with a number of brands to offer PeerPerks: “high value exclusive offers that you can claim based on your PeerIndex rank and Topical PeerIndex rank”

Understanding influence

Influence is the ability to cause effect or change behavior

Understanding the importance of digital influence Requires answering important questions…

• What is influence, and what makes someone influential?

• Who is influential in social networks and why?• Why would they engage with us?• How can I recognize influence or the capacity

to influence?• What effect does digital word of mouth have

on my business?• How can I measure successful engagement

with influential consumers?

Research by: Robert Cialdini Infographic by: Tabjuice

1. Formulation

Brand Strength

Introduction

Discovery

Reviews

Word of Mouth

Engagement

2. Pre-Commerce

4. Post-Commerce

Post-purchase research

Validation

Sentiment

Loyalist

3. Commerce

Commitment

Sentiment

Advocate

Expert

Interruption

Influence Loop

The Dynamic Customer Journey

FeedbackSelf-expression

Purchase

Awareness

Consideration

Evaluation

Experience

Loyalty

Bond

Passive

Interruption

Experimentation

Reconsideration

1+1=∞Influencer engagement is additive to traditional one-to-many broadcast communication adding a 1-to-1-to-many layer

Influencer Mapping Helps…1. Build relationships with the right people2. Build trust3. Foster advocacy4. Shape experiences and reputation5. Cause measurable outcomes

Businesses have a finite amount of money and time; therefore, they must identify the most connected people that can to help expand their reach. The value to businesses is that they can have access to the respective Rolodex of consumers and reward them as a result.

- Dr. Bernardo Huberman, Director of HP Labs

The Problem with Measuring Influence

We live in a society obsessed with measurement, but the act of measuring often means that the thing being measured becomes illusive. When sociologists measure social capital, they do so from a distance precisely because people would try to game the measurement. But what's happening here isn't just measurement: it's trying to leverage measurement to do something. That's where it loses its role as a measurement process.

- danah boyd, Senior Researcher at Microsoft Research

What does the # really mean and why does it matter?

With executives increasing demand on ROI, brands must tread strategically as they experiment with influencer campaigns.

When ROI = The Realization of Influence

• Brands cannot afford to make marketing or engagement decisions based on scores alone

• Do these new services that capture social media scores equate to influence? No…and that’s why we’re here today

• In digital influence, value is in the eye of the beholder• In the end, the true measure of influence is determined by

an outcome or extent of change

social capitalvs.

influence

Social capital is the key that unlocks digital influence and new customer touch points.

Social Capital = The collective value of all 'social networks' and the inclinations that arise from these networks to do things for each other-Robert Putnam

Social capital can be measured by the amount of trust and reciprocity in a community or between individuals-Robert Putnam

MAY I HAVE

YOUR INTENTIONPLEASE?

The Pillars of Influence: Understanding the 3R’s

Reach: Relationships form the social graph and define how far information can travel across the social graph and communities at large. Reach is a measure of popularity, affinity, and potential impact.

Relevance: Topical relevance forms the interest graph and the communities of focus. Individuals aligned through subject matter create a series of linked relationships that send information along communities of focus

Resonance: The measurement of the duration, rate, and level of interactivity around content, a topic, or conversations. High resonance ensures that more people will see each post or update.

The New Era of Consumer Influence: When Nobodies Become Somebodies

Popularity: The state of being liked, admired, or supported by many people.

Proximity: The location of an individual is taken into consideration where effect is necessary within a particular setting or environment.

Goodwill: Increases appreciation and the probability for collaboration and action.

Authority: Expert on subject matter. Authority prompts respect, which is a reward for expertise or specialty.

Trust: Difficult to measure, trust is a key trait in relationships. Trust is the firm belief in the reliability, truthfulness, or ability of someone.

Affinity: A natural liking or sympathy for someone or something.

Frequency: The rate a social object, topic, or person materializes in social streams.

Period: The length or portion of time it remains visible after the initial appearance.

Amplitude: The level of engagement within a network.

RRS

Relevance.Resonance.Significance

How Social Capital Becomes Influence

A person’s stature within each network can directly affect behavior or cause an effect.

The size of networks to cause effect is irrelevant. The idea that only large networks can cause effect is a myth. –David Armano, Executive Vice President, Edelman Digital

Engagement becomes a form of currency:The goal is to have influentials spend social capital on your brand

THE A.R.T. OF ENGAGEMENT =

ACTIONS

REACTIONS

TRANSACTIONS

Influence Action Plan

Influence Action Plan

1. Start with the end in mind…what do you want to effect or change?

2. Identify your influencer archetypes and what they value

3. Define the engagement parameters and outcomes

4. Review vendors and choose your partner/s

5. Measure. Optimize

In the end, you are the true measure of influence…

Download the report: http://www.slideshare.net/Altimeter/the-rise-of-digital-influence

Brian Solis

brian@altimetergroup.com

briansolis.com

Twitter: @briansolis

For more information & to buy the

books,

please visit:

http://bit.ly/EndofBusiness

http://bit.ly/engage2

© 2012 Altimeter Group