Note: These are slides only. The recording is also available on Slideshare at: https://www.slideshare.net/Altimeter/the-rise-of-digital-influence-with-brian-solis-13017768 Digital Influence is one of the hottest trends in social media, yet is largely misunderstood. This webinar, expanding upon Brian's recent report, will discuss in greater detail what digital influence is and how businesses can leverage it to their advantage. How does influence spread online? How does it cause effect? What are the possible outcomes, and how can they be measured? Brian will answer these questions and others, as well as discuss a clear Action Plan to help businesses capitalize on Digital Influence. Brian's report, The Rise of Digital Influence, is available on the Altimeter Group website at: altimetergroup.com/research/reports/the-rise-of-digital-influence.

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
What you say here, contributes
your “score”
to your social capital

12. WE SHOULD BE DIAGNOSED WITH
WE ALL SUFFER FROM
MULTIPLE PERSONALITY
DISORDER
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. PeerIndex partnered 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
Discovery Experience
Introduction
Sentiment
Interruption Post-purchase
research
Influence Loop
Validatio
n
Experimentation
Awarenes
Advocate
s Passive
Reconsideration
Sentiment
Loyalist Loyalty
Interruption
1. Formulation Commitment
Bond 4. Post-Commerce

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…
1. Build relationships with the right people
2. Build trust
3. Foster advocacy
4. Shape experiences and reputation
5. 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.
- danah boyd, 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 reciprocity in 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
Reach: Relationships form interactivity around content,
a topic, or conversations. Relevance: Topical
the social graph and define relevance forms the
how far information can High resonance ensures
that more people will see interest graph and the
travel across the social communities of focus.
graph and communities at each post or update.
Individuals aligned through
large. Reach is a measure subject matter create a
of popularity, affinity, and series of linked
potential impact. 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
Authority: Expert on
Popularity: The state of person materializes in
subject matter. Authority
being liked, admired, or social streams.
prompts respect, which is a
supported by many people. reward for expertise or
Period: The length or
specialty.
Proximity: The location of portion of time it remains
an individual is taken into visible after the initial
Trust: Difficult to measure,
consideration where effect appearance.
trust is a key trait in
is necessary within a relationships. Trust is the
particular setting or Amplitude: The level of
firm belief in the reliability,
environment. engagement within a
truthfulness, or ability of
network.
someone.
Goodwill: Increases
appreciation and the Affinity: A natural liking or
probability for collaboration sympathy for someone or
and action. something.

48. How Social Capital Becomes Influence

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

51. The size of networks to cause effect
is irrelevant. The idea that only large
networks can cause effect is a myth.
–David Armano, Executive Vice President, Edelman Digital

52. Engagement becomes a form of currency:
The goal is to have influentials spend social capital on your brand

56. THE A.R.T. OF ENGAGEMENT =
ACTIONS
REACTIONS
TRANSACTIONS

61. Influence Action Plan

62. Influence Action Plan
1. Start with the end in mind…what do you want to effect or change?
2. Identify your influencer archetypes and what they value
3. Define the engagement parameters and outcomes
4. Review vendors and choose your partner/s
5. Measure. Optimize

63. In the end, you are the true measure
of influence…

64. Download the report:
http://www.slideshare.net/Altimeter/the-rise-of-digital-influence

65. © 2012 Altimeter Group