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#oninfluence Presented by Tom Webster & Eric Boggs Nov 20, 2011

On Influence

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Influence Matters. But how do you measure it? Followers count? Klout? How do you put influence marketing to work for your business?If your head starts to hurt just thinking about measuring social influence, you’ve come to the right place. This deck is from the Argyle Social webcast series featuring Tom Webster from Edison Research and Eric Boggs from Argyle Social.

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Page 1: On Influence

#oninfluence

Presented by Tom Webster & Eric Boggs

Nov 20, 2011

Page 2: On Influence

#oninfluence

Who are these people talking to me?

Tom [email protected]

Eric Boggs@ericboggs

argylesocial.com

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#oninfluence

Details

• Tom will lead Q/A at the end of the call.

• Tag your tweets/questions with #oninfluence.

• We’re recording this shin dig.

• We’ll send an email follow up to everyone.

• Eric is @ericboggs.

• Tom is @webby2001.

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#oninfluence

- How Far Should You Open the Kimono?

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#oninfluence

- How Far Should You Open the Kimono?

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#oninfluence

15-SECOND COMMERCIAL:ERIC

Sign up at ar.gy/edgerank

EDGERANK 101The what, why, and how on Facebook’s ranking algorithm.Featuring Chad Wittman, CEO at EdgeRankChecker.com.

Thursday, Dec 8, 1pm EST

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#oninfluence

Pondering influence…

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Online Influence: A Brief History

• 2001 – Cialdini publishes “Influence”

• 2008 – Klout launched• 2009 – Fluent from RazorFish

• Jan 2011 – Klout raises $8.5M • Nov 2011 – Webcast with Tom

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Influence At Work: Chevy

Chevy very actively targets social media personalities to promote its brand and specific products.

“We know that the Volt has a high interest from early tech adopters. We’re trying to get people that know and love technology to help us get the word out.”

~Chriti Landy, Volt PM

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Influence At Work: Chevy

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Influence At Work: Blue Sky

ESP Blue Sky Factory grew awareness by comping accounts for social media personalities and events.

“I can’t tell you how many times we heard ‘If its good enough for Brogan, its good enough for me.”

~Greg Cangialosi, Blue Sky Factory CEO

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Influence At Work: Klout Perks

Klout enables targeted influencer marketing through its Perks platform.

“The program is going really well. We’re stacking up Perks well into 2012.”

~Tyler Singletary, Developer Evangelist

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Influence At Work: Klout

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Unwinding Online Influence Scores

How do these companies calculate the scores?

Why are these scores important?

Are these scores democratizing influence?

Or are they accelerating a nerd-pocalypse-ageddon?

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Rethinking Influence

www.ChristopherSPenn.com@CSPenn

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Rethinking Influence

• “Everyone is an Influencer” – Tamsen McMahon

(@tamadear)

• “Focus on the Influenced”– Matt Ridings (@techguerilla)

• Awareness vs. Action• Predictive vs. Diagnostic• Reward Mechanics

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Introducing The Snooki Doctrine

“My Klout is equal to Snooki’s. There isn’t a party, gathering, or room in the world in which I would be equally influential to Snooki. There’s a good thought exercise for you.”

~Tom, Sept 12, 2011

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Explaining The Snooki Doctrine

• Influence – by definition – reflects one’s ability to change another’s state.

• It is OK to treat people differently, as long as the underlying basis for tiers has meaning.

• A composite “influence” score does not necessarily reflect something meaningful.

• Lazy marketers are the problem.

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Actions Per Thousand

• The goal of influence marketing is to change someone’s behavior.

• There is a positive correlation between engagement and influence.

• So why not build a simple metric to indicate the effectiveness of an influencer campaign?

APM = Desired Social Action / 1k Followers

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The Bronzer Example

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Tears of Joyful Understanding

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The Lazy Marketer Problem

• Compound metrics obfuscate lots of details.• Qualitative data belongs in the mix.

• Simplify influence at your own risk.

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Putting Influence To Work

• A Three Step Process That Eric Made Up– Who are my influencers?

• Look internally and externally• Look for online and offline indicators

– Marketing to/through/with influencers.• Build genuine relationships• Make it worthwhile for both sides

– Assess impact and calibrate.• Who delivered and who didn’t

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• Tom’s Blog– http://brandsavant.com

• Fluent: Social Influence Marketing Report– http://ar.gy/fluent

• Jay Baer on Influence Measures– http://ar.gy/jayoninfluence

Recommended Reading

Page 25: On Influence

#oninfluence

15-SECOND COMMERCIAL:ERIC

Sign up at ar.gy/edgerank

EDGERANK 101The what, why, and how on Facebook’s ranking algorithm.Featuring Chad Wittman, CEO at EdgeRankChecker.com.

Thursday, Dec 8, 1pm EST

Page 26: On Influence

#oninfluence

Tom will answer your questions now…

Tom [email protected]

Fun Facts!Tom is the only person to reach the “Unobtainum” level for Hilton Rewards.

Tom’s favorite song is “Whatcha Gonna Do?” by Pablo Cruise.

Tom should revive his snarky chartjunk blog datasnob.com.