The Social Media Doppler Effect
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Transcript of The Social Media Doppler Effect
![Page 1: The Social Media Doppler Effect](https://reader033.fdocuments.in/reader033/viewer/2022061109/5451c4baaf79590d428b8efc/html5/thumbnails/1.jpg)
The Social MediaDOPPLER EFFECT
by Jon DiPietro
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WHY were grades getting WORSE?
“Dunce” courtesy of Drumaboy on Flickr
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Slow and steady is
NOTwinning the race.
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“Ishockey NHL” courtesy of Håkan Dahlström on fotopedia
“I skate to where the
puck is going to be, not
where it has been.”
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Innovation is Accelerating
You are here.
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User Growth
FAST Growth Begets FASTER Growth
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Mobile Influence
The Rise of the Smartphone
We are here
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Mobile Influence
Mobile Is Different
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Pace of Innovation
20122011201020092008200720060
5
10
15
20
25
30
35
40
Major Google Algorithm Updates
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Pace of Innovation
Is It Getting Crowded In Here?
Courtesy of Avalaunch Media
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NowWHAT?
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Somebody Figured It Out
engagedc.com/inside-the-cave
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Results
Modeling Beat Polling
57.68%(predicted)
57.18%(actual)
Hamilton County, OH early vote:
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Results
2008 2012
Total Raised Online
$5000M $690M
Donors 3.95M 4.4M
Average Per Donor
$126 $156
More Donations from More Donors
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Results
Disaster Proof
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Strategies
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Strategies
Trust ONLY Data
“We basically
found our guts were
worthless.”
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Strategies
Separation of Church and State
“The core of the campaign
was notflashy or even
particularlyinnovative
except in the willingness
of senior staff to listen to
numberspeople rather
than consultants
acting on old-fashioned
politicalinstuition.”
“Harper Reed, November 2012” by danxoneil on Flickr
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Strategies Hey
Test EVERYTHING
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Tactics
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Tactics
Technology
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Tactics
Social Analytics
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Tactics
Communication Analytics
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Tactics
Optimization: Landing Pages
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What’s Next?
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Social Targeting
• Demographics– Age– Sex– Profession– Geography– Language
• Influence• Medium– Old Media (TV, radio, print)– New Media (desktop,
mobile)
It’s Getting More Fractured, Not Less
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Modeling and Analytics
Social Graph
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Digital Singularity
Website/Social MediaDesk/Mobile
“Birth of the Singularity” by Robby Robert on DeviantArt