Beyond Social Scoring: Reversing

the Social Influence Model

Geoff Livingston(filling in for Danny Brown)

Influencer Theories from Welcome

to the Fifth Estate

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Today, Influencers Portrayed as Heroes

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We Want Coverage from Big Voices

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Metrics Show Us Online Popularity

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Tribes, Tribe Leaders, and Influence

Image by AMashuga

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Complexity of Relevance

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Tribe Leaders

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The Science of Networking & WOMM

Image by post-postmodern

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Signaling Trust

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Influencers Already Know Us

Image by VariedReflections

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Contagions: Why Bubbles?

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No Silver Bullet Answers

• Influencers approached like

media

• Social scoring models

measure attention

• Tribes build topical interest w/

weak ties

• Decisions made through

complex factors

• Science of networks shows

how customers are influenced

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Thoughts on Influencer Models

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• Influence extends well beyond

top bloggers and media

• WOMM needs to consider how

customers talk to each other

• Influence includes the crowd

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Applied: Word of Mouth and Sales

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Move Beyond Earned Media

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From Influence Marketing by Danny Brown and Sam Fiorella

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Customer Centric Influence

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1,886,434 Ways the Long Tail Beat Klout

• $2 million

• 18,000 donors

• Charities like Little Lights

Urban Ministries, For Love of

Children, Kristen Brooks

Hope Center won

• Keys to winning: Engaged

community, authenticity and

a willingness to work and

activate a network.

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Give to the Max Day: Greater Washington

• Social media outreach

• Focus on Facebook, and

direct messaging

• Friends and ambassadors

took on the message

• Prepared constituents well

before contest

• Cultivated strong email list

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How Little Lights Did It

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How Tough Mudder Became the Fastest

Growing Brand in sports

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Five Guys Gets WOMM & Coverage

• Customer centric approaches

• Pivots around great customer

experience

• Interactive and social turns the fly

wheel

• Precision targeting in media and

influencer programs

• Includes other marketing

communications

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Sales Approach Takeaways

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What About Real Influencers, You Know,

Weblebrities?!?!?!

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PayPal Paper on Celebrity/Weblebrity Based

Crowdfunding

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How We Derived Our Conclusions

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Success Combines Development and Social

Media Best Practices

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Factor 1: Personal Story

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Factor 2: Pre-Existing Community

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Factor 3: Authentic Willingness

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Tip: Vet Celeb/Weblebrity Partners

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Passionate Willingness Includes Activation of

Connections

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Tip: Avid Use of Social Media

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Tip: Embrace the New Ambassador

• Influence metrics matter

very little

• Personal connections w/

community, authenticity, and

passion/willingness

• Go beyond mentions and

integrate marketing

• Incorporate development

best practices

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Summary Points

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