Digital Influence: Real-time Web

Professor Matthew Kushin, PhDShepherd University | Department of Mass Communication | 2012

Preview

Today Real Time Web

Next Class Content sites (blogs, websites)

Review: Scores?

Brian Solis states “Influence is not popularity and popularity is not influence.”

Sites like “Klout” are controversial.

People game these sites to increase their scores.

PR people chase false influencers, wasting time!

Review: Digital Diffusion

Innovations diffuse in our highly networked world today via social media.

Problem: How influence occurs through these online channels

is debated, often unknown, and people are trying to make $ selling a ‘formula’ it to us

Questions to investigate

Who is talking about us?

What are they saying about us?

What are attitudes about us?

How are these people influencing the conversation?

(How) are we influencing the conversation?

Is what we’re doing effective?

Image: Laverue

Today’s Focus

Today’s Focus

Digital Influence

Solis defines digital influence as:

“The ability to cause effect, change behavior, and drive measureable

outcomes online.”

Foundations of Influence

Reach: Relationships based on popularity, proximity, and goodwill in the community.

Resonance: Authority on subject, trust in messenger, affinity for messenger.

Relevance: frequency, length of time, amplitude (how ‘loud’ engagement is in a network) contributing to how long an idea ‘stays alive’ in a social network.

Source: Brian Solis “The rise of digital influence”

In other words…

A Klout score doesn’t mean you have all of these features!

Example: Lady Goggles may have: popularity and affinity

among her followers. But not: Authority, trustworthiness, or proximity to a

particular issue of importance… say, responsible personal finance!

QuantitySocial Graph

Friends, family, peers

FocusedInterest Graph

Connections of common interest

2 Types of Connections

Source: Brian Solis “The rise of digital influence”

Why are digital influences important to public relations?

Strategic Campaign Stages

Research

Planning

Execution

Evaluation

Depends on the campaign objective!

What is the goal of our communications efforts? Is it to establish ourselves as an authority?

Resonance is important Interest Graph important

Build wide-spread awareness? Reach & relevance is important Social Graph important

Repair an image that has been damaged? Resonance is most important

PR Campaigns: Quick Overview

Each campaign seeks to address a problem: Example:

People feel Burt’s Bees lip balm leaves a bad taste.

Objectives: measurable & achievable goals to address situation. Informational - inform Affective – change attitude Behavioral – change behavior

Example

Burt’s Bees has a new, better tasting lip balm!

Inform – about new lip balm

Attitude – change attitude that our balm is bad.

Behavior – perhaps – if we want people to buy our new lip balm.

Influence Measurement Tools: Real-time Web

Archivist

Url: http://archivist.visitmix.com/

What is it: Create an archive of Tweets, analyze, export and share.

Use: See useful data trends about Twitter activity of your search

Who talks about us the most?Are they influencers?

Lots of possibilities!

These people we may want to build relationships with Let them test drive our cars early, etc.

If bloggers, could send them Chrysler press releases.

If everyday fans, pass along news and info to strengthen loyalty to brand.

Etc.., etc.

Other tools

Twitter Topsy.com/experts Klout.com (though not very good) Http://mympact.mblast.com/Search.aspx

Mini Example! Products

Sentiment Positive:

Negative: Couldn’t Find Any!!

Audience Profile Young people; socially active; diverse interests &

locations

Influencers MusicianPotentialInfluencer

“Influencers” Competition

Your employer, Burt’s Bees, has a new lip balm and wants to get the word out via social media….

Goal

Burt’s Bees has a new lip balm that doesn’t taste bad!!

Answer the question:

Who are the type of influencers needed for Burt’s Bees objective of informing people about the new lip balm?