The Future of Social Influence in a Social Capital World

1Copyright © 2010 Visible. All rights reserved.

Elizabeth [email protected]@socialmorgan

mailto:[email protected]


SOCIAL CAPITALAn individual’s collective digital presence - including their social graphs, level of influence, and use of digital social networks

Zach Hofer-Shall, Forrester Research

SXSW March 2011

http://upload.wikimedia.org/wikipedia/commons/c/c7/SNA_segment.png


Social Influence is theKILLER APPto Social Capital


A consumer who has aGREATER THAN AVERAGE

IMPACTthrough word-of-mouth in arelevant marketplace


Figuring out Social Influence toDERIVE BUSINESS VALUE

has been challenging


There isNO STANDARDfor defining the influenceof the online consumer


TECHNOLOGYisn’t there yet


Companies are frustratedOR WORSE YET

basing decisions on incomplete metrics


Social influence continues toGROW IN IMPORTANCE


Social enables:• Customer acquisition

• Customer loyalty

• Better product development

• Hyper-personalized marketing

• Improved customer service

• HIGHER SALES

Recommendations from family

and friends trump all other

consumer touchpoints when it

comes to influencing purchases.

Inner circle trumps at decision time

58% of Americans say that people that

they know well and trust are the most

important single factor in the final

decision on major purchases.


Credibility Pass-Along Purchase25%

30%

35%

40%

45%

50%

55%

60% 58%

49%50%

Base: Brand conversations across all categories (n=105,450) Source: TalkTrack®, January – December 2010

CREDIBILITY

PASS-

ALONG

PURCHASE

What percent of social conversations lead to PURCHASE INTENT?


The Shift to Influence Metrics


REACH• Reflects the potential number of

impressions an author can generate

RELEVANCE• Amount of relevant posts an author

contributes to the community

RESONANCE• How much activity is generated when

an author publishes relevant content

CENTRALITY• The importance of a person in a

community

Understanding Social Influence


COMMUNITYRANKWhich consumers have influence in a given community


COMMUNITYRANKAuthors with strong “Influence Rank” have more and deeper connections to others


Discussion Authority helps identify which parts of automobile conversations the author participates in. This provides a more granular look into what made the author relevant.


Centrality – assessment of community strength which considers links, # of authors, and quality of sites being linked to/from.


Page Views and Traffic ranking calculations.


Author Activity = ranking based on total # of posts by author.

Site Activity = ranking based on total site volume.


Term Cloud showing what else the author talks about.


Influence Rank shows where the author ranks from the list of top automobile authors.


CONSUMER INFLUENCE 2.0: THE AGE OF CONFLUENCE

• Intersection of online and offline consumer data and intelligence

• Game changing technology integration: Semantic & Social

• Behavior mapping across communities and channels


The future is PREDICATIVE ANALYSIS SOCIAL INFLUENCE

Brands are flocking to … find, reward and recruit their most-influential consumers, … (and) the push to measure influence shows no signs of stopping.

—Greg Shove, Halogen Network & Kohlberg Ventures


Elizabeth Morgan@socialmorgan

The Future of Social Influence in a Social Capital World

Technology

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