The social graph and how to harness social influencers

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A presentation for Webit. This presentation covers the basics of what is the social graph, why marketers need to pay attention to it and how can work to identify and encourage brand ambassadors.


<p>How to Harness Twitter for Business Growth and Customer Retention </p> <p>The Social Graph and Social InstinctHow we can identify and harness influencers in social mediaJamie Riddell, CEO Co-Founder@jamieriddellWhat is the Social Graph ? 3Images courtesy of</p> <p>A map of people are connected onlineRefers to the web rather than one networkwww.digitaltomorrowtoday.comMy Social Networks www.digitaltomorrowtoday.com4Different AudiencesDifferent Influence</p> <p>Some cross over of audience </p> <p>I am influential in some channels, not in others </p> <p>Multiple Networkswww.digitaltomorrowtoday.com5</p> <p>Why is it important?6</p> <p>Mapping social connections helps us identifyInfluencers</p> <p>Identifying influencers can help us identify hubs that can could help us promote our product or amplify our messagewww.digitaltomorrowtoday.comImages courtesy of is an influencer?</p> <p>A defined person or persons with an audience who affects the surfing habits or buying decisions of others www.digitaltomorrowtoday.com7Why do we want influencers? www.digitaltomorrowtoday.com8Example of an Influencerwww.digitaltomorrowtoday.com9</p> <p>Robert Scoble </p> <p>Highly Popular &amp; hugely Influential Tech Blogger</p> <p>146,000 Twitter followers12,567 Facebook Fans!/Scobleizer</p> <p>The changing marketing modelThe traditional approachwww.digitaltomorrowtoday.com10</p> <p>We require a large audience to achieve a small sale Social Media has helped us achieve this quicker and easier. The model of finding influencers is in itself not new. 10The Influential Model www.digitaltomorrowtoday.com11Influence in a wider context www.digitaltomorrowtoday.com12Bing &amp; Facebook </p> <p>www.digitaltomorrowtoday.com13</p> <p>Bing has announced Facebook Likes will be included in search results</p> <p>This means your social graph will have an effect on your search results </p> <p>Therefore identifying and working with influencers will help you boost not just your word of mouth potential but also your search potential </p> <p>Twitter One tweet from a connected individual could reach hundreds of thousands of followerswww.digitaltomorrowtoday.com14</p> <p>The Digg Effectwww.digitaltomorrowtoday.com15</p> <p>For many websites a front page story on Digg will deliver HUGE traffic, often overwhelming servers</p> <p>Whilst anyone can submit a story to Digg, stories submitted by well connected influencers will stand a greater chance of getting Dugg</p> <p>The benefits of connecting with influencers will also help on additional sites like techmeme and Mashable </p> <p>Despite its waning status, Digg is still a very powerful traffic driver. 15How to identify influencerswww.digitaltomorrowtoday.com16Find Influencers in Context Different networks offer different benefits</p> <p>Pick the network you wish to focus on </p> <p>Then work to identify the key influencers using any number of online tools www.digitaltomorrowtoday.com17</p> <p>Klout Twitter Analysis www.digitaltomorrowtoday.com18</p> <p>Find Topic Influencerswww.digitaltomorrowtoday.com19</p> <p>Social Media Tools </p> <p>This search function is quite limited. Try and find influencers on the keyword Sofia and you will get no search results. 19Find Keyword Related Influencers</p> <p>www.digitaltomorrowtoday.com20Facebook Connections www.digitaltomorrowtoday.com21</p> <p>My Facebook Connections </p> <p>The Pink are those most networked together (old colleagues)</p> <p>The further reaches of the graph are less connected</p> <p> A good quick to spot your well connected FB friends </p> <p>Twitter Tools </p> <p>www.digitaltomorrowtoday.com22</p> <p>Twitter offers recommendations of people to follow </p> <p>Your Most Important Influencers?Your existing customers!Make sure you give them the tools to be your ambassadors! www.digitaltomorrowtoday.com23</p> <p>How are the major players harnessing influencers?www.digitaltomorrowtoday.com24The Facebook RouteFacebook Social Connect</p> <p>Facebook offers any site the opportunity to include Facebook elements on their site </p> <p>This includes the like function </p> <p>These actions help the site grow influence and awareness in Facebook</p> <p>Facebook in turn gains continued knowledge of their social graph on thousands of sites </p> <p>The Like function is now expanding offline </p> <p>www.digitaltomorrowtoday.com25</p> <p>The Google PlanGoogle dont have a direct social link but they are working on one</p> <p>Current plans are to encourage users to share their public social actions </p> <p>Social Results are already appearing in the main search results </p> <p>Dont forget Google Buzz! www.digitaltomorrowtoday.com26</p> <p>Live Twitter Results </p> <p>The Next Steps..www.digitaltomorrowtoday.com27How to harness the social graph Be Connected Make sure your brand is active in the relevant channels Be part of the network connect, share, respond dont just broadcast Connect with your followers, share their content, make them feel valued Identify your existing customers in the social graph they will be your best influencers Work to identify wider influencers, understand what they respond to seek introductions where relevant Never stop being part of the conversation www.digitaltomorrowtoday.com28Any questions?www.digitaltomorrowtoday.com29Further Articles of InterestVisit the site fora copy of thepresentation,additionalarticles and links www.digitaltomorrowtoday.com30</p> <p>Connect with Us</p> <p>www.digitaltomorrowtoday.com31</p> <p></p>