[Slides] The Rise of Digital Influence, with Brian Solis

1. @briansolis

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

3. The Human Network = The Human Algorithm

4. Everyday people are now personal media networks that influence consumer behavior

5. Welcome to the EGOSYSTEM @briansolis

6. Influence starts with the “me” in social media

8. WE ARE MEASURED BY • WHAT WE SAY • AND THE • COMPANY WE KEEP

9. A credit score for THE SOCIAL WEB

10. You are already INDEXED

11. What you say here contributes to your “score”

12. WE ALL SUFFER FROM MULTIPLE PERSONALITY dISORDER WE SHOULD BE DIAGNOSED WITH MULTIPLE PERSONALITY IN ORDER

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

14. The State of Digital Influence Marketing

15. 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

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

18. 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.

19. “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

20. 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

21. 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

22. 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

23. PeerIndexpartnered 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”

25. Understanding influence

26. Influence is the ability to cause effect or change behavior

27. Understanding the importance of digital influence Requires answering important questions…

28. 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?

29. Research by: Robert Cialdini Infographic by: Tabjuice

31. The Dynamic Customer Journey 3. Commerce Self-expression Feedback Evaluation 2. Pre-Commerce Expert Purchase Engagement Reviews Brand Strength Consideration Word of Mouth Experience Discovery Introduction Sentiment Post-purchase research Interruption Influence Loop Validation Experimentation Awareness Advocate Reconsideration Passive Sentiment Loyalist Loyalty Interruption 1. Formulation Commitment 4. Post-Commerce Bond

32. 1+1=∞ Influencer engagement is additive to traditional one-to-many broadcast communication adding a 1-to-1-to-many layer

33. Influencer Mapping Helps… Build relationships with the right people Build trust Foster advocacy Shape experiences and reputation Cause measurable outcomes

34. 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

35. The Problem with Measuring Influence

36. 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. - danahboyd, Senior Researcher at Microsoft Research

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

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

39. 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

40. social capital • vs. • influence

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

42. 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

43. Social capital can be measured by the amount of trust and reciprocityin a community or between individuals • -Robert Putnam

44. MAY I HAVE YOUR INTENTION PLEASE?

45. The Pillars of Influence: Understanding the 3R’s 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. 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

46. The New Era of Consumer Influence: When Nobodies Become Somebodies 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. 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. 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.

47. RRS Relevance.Resonance.Significance

48. How Social Capital Becomes Influence

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