the social graph and how to harness social influencers
Post on 18-Oct-2014
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The Social Graph and Social Instinct
How we can identify and harness influencers in social media
Jamie Riddell, CEO Co-Founder@jamieriddell
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What is the Social Graph ? Im
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A ‘map’ of people are connected onlineRefers to the web rather than one network
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My Social Networks
Different AudiencesDifferent Influence
Some cross over of audience
I am influential in some channels, not in others
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Multiple Networks
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Why is it important?
Mapping social connections helps us identifyInfluencers
Identifying influencers can help us identify ‘hubs’ that can could help us promote our product or amplify our message
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What is an influencer?
A defined person or persons with an audience who affects the surfing habits or buying decisions of others
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Why do we want influencers?
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Example of an InfluencerRobert Scoble
Highly Popular & hugely Influential Tech Blogger
146,000 Twitter followers12,567 Facebook Fans http://twitter.com/#!/Scobleizer
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The changing marketing modelThe traditional approach
We require a large audience to achieve a small sale
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The Influential Model
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Influence in a wider context
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Bing & Facebook Bing has announced Facebook Likes will be included in search results
This means your social graph will have an effect on your search results
Therefore identifying and working with influencers will help you boost not just your word of mouth potential but also your search potential
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Twitter • One tweet from a connected
individual could reach hundreds of thousands of followers
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The Digg EffectFor many websites a front page story on Digg will deliver HUGE traffic, often overwhelming servers
Whilst anyone can submit a story to Digg, stories submitted by well connected influencers will stand a greater chance of getting Dugg
The benefits of connecting with influencers will also help on additional sites like techmeme and Mashable
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How to identify influencers
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Find Influencers in Context • Different networks offer different benefits
• Pick the network you wish to focus on
• Then work to identify the key influencers using any number of online tools
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Klout – Twitter Analysis
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Find Topic Influencers
“Social Media Tools”
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Find Keyword Related Influencers
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Facebook Connections My Facebook Connections
•The Pink are those most networked together• (old colleagues)
•The further reaches of the graph are less connected
• A good quick to spot your well connected FB friends
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Twitter Tools
Twitter offers recommendations of people to follow
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Your Most Important Influencers?• Your existing customers!• Make sure you give them the tools to be
your ambassadors!
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How are the major players harnessing influencers?
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The Facebook RouteFacebook Social Connect
• Facebook offers any site the opportunity to include Facebook elements on their site
• This includes the like function
• These actions help the site grow influence and awareness in Facebook
• Facebook in turn gains continued knowledge of their social graph on thousands of sites
• The Like function is now expanding offline
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The Google Plan• Google don’t have a direct social
link but they are working on one
• Current plans are to encourage users to share their public social actions
• Social Results are already appearing in the main search results
• Don’t forget Google Buzz!
Live Twitter Results
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The Next Steps..
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How to harness the social graph 1. Be Connected – Make sure your brand is active
in the relevant channels 2. Be part of the network – connect, share, respond
– don’t just broadcast 3. Connect with your followers, share their content,
make them feel valued 4. Identify your existing customers in the social
graph – they will be your best influencers 5. Work to identify wider influencers, understand
what they respond to – seek introductions where relevant
6. Never stop being part of the conversation
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ANY QUESTIONS?
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Further Articles of InterestVisit the site fora copy of thepresentation,additionalarticles and
links
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Connect with Us@digitomorrow @jamieriddell
Facebook.com/digitaltomorrowtoday
www.digitaltomorrowtoday
www.linkedin.com/in/jamieriddell/
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