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Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.
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Digital Influence: Real-time Web
Professor Matthew Kushin, PhDShepherd University | Department of Mass Communication | 2012
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Today Real Time Web
Next Class Content sites (blogs, websites)
Review: Scores?
Brian Solis states “Influence is not popularity and popularity is not influence.”
Sites like “Klout” are controversial.
People game these sites to increase their scores.
PR people chase false influencers, wasting time!
Review: Digital Diffusion
Innovations diffuse in our highly networked world today via social media.
Problem: How influence occurs through these online channels
is debated, often unknown, and people are trying to make $ selling a ‘formula’ it to us
Questions to investigate
Who is talking about us?
What are they saying about us?
What are attitudes about us?
How are these people influencing the conversation?
(How) are we influencing the conversation?
Is what we’re doing effective?
Image: Laverue
Today’s Focus
Today’s Focus
Digital Influence
Solis defines digital influence as:
“The ability to cause effect, change behavior, and drive measureable
outcomes online.”
Foundations of Influence
Reach: Relationships based on popularity, proximity, and goodwill in the community.
Resonance: Authority on subject, trust in messenger, affinity for messenger.
Relevance: frequency, length of time, amplitude (how ‘loud’ engagement is in a network) contributing to how long an idea ‘stays alive’ in a social network.
Source: Brian Solis “The rise of digital influence”
In other words…
A Klout score doesn’t mean you have all of these features!
Example: Lady Goggles may have: popularity and affinity
among her followers. But not: Authority, trustworthiness, or proximity to a
particular issue of importance… say, responsible personal finance!
QuantitySocial Graph
Friends, family, peers
FocusedInterest Graph
Connections of common interest
2 Types of Connections
Source: Brian Solis “The rise of digital influence”
Why are digital influences important to public relations?
Strategic Campaign Stages
Research
Planning
Execution
Evaluation
Depends on the campaign objective!
What is the goal of our communications efforts? Is it to establish ourselves as an authority?
Resonance is important Interest Graph important
Build wide-spread awareness? Reach & relevance is important Social Graph important
Repair an image that has been damaged? Resonance is most important
PR Campaigns: Quick Overview
Each campaign seeks to address a problem: Example:
People feel Burt’s Bees lip balm leaves a bad taste.
Objectives: measurable & achievable goals to address situation. Informational - inform Affective – change attitude Behavioral – change behavior
Example
Burt’s Bees has a new, better tasting lip balm!
Inform – about new lip balm
Attitude – change attitude that our balm is bad.
Behavior – perhaps – if we want people to buy our new lip balm.
Influence Measurement Tools: Real-time Web
Archivist
Url: http://archivist.visitmix.com/
What is it: Create an archive of Tweets, analyze, export and share.
Use: See useful data trends about Twitter activity of your search
Who talks about us the most?Are they influencers?
Lots of possibilities!
These people we may want to build relationships with Let them test drive our cars early, etc.
If bloggers, could send them Chrysler press releases.
If everyday fans, pass along news and info to strengthen loyalty to brand.
Etc.., etc.
Other tools
Twitter Topsy.com/experts Klout.com (though not very good) Http://mympact.mblast.com/Search.aspx
Mini Example! Products
Sentiment Positive:
Negative: Couldn’t Find Any!!
Audience Profile Young people; socially active; diverse interests &
locations
Influencers MusicianPotentialInfluencer
“Influencers” Competition
Your employer, Burt’s Bees, has a new lip balm and wants to get the word out via social media….
Goal
Burt’s Bees has a new lip balm that doesn’t taste bad!!
Answer the question:
Who are the type of influencers needed for Burt’s Bees objective of informing people about the new lip balm?