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The Social Graph and Social Instinct

How we can identify and harness influencers in social media

Jamie Riddell, CEO Co-Founder@jamieriddell

www.digitaltomorrowtoday.com 2

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A ‘map’ of people are connected onlineRefers to the web rather than one network


My Social Networks

Different AudiencesDifferent Influence

Some cross over of audience

I am influential in some channels, not in others


Multiple Networks


Why is it important?

Mapping social connections helps us identifyInfluencers

Identifying influencers can help us identify ‘hubs’ that can could help us promote our product or amplify our message

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What is an influencer?

A defined person or persons with an audience who affects the surfing habits or buying decisions of others


Why do we want influencers?


Example of an InfluencerRobert Scoble

Highly Popular & hugely Influential Tech Blogger

146,000 Twitter followers12,567 Facebook Fans http://twitter.com/#!/Scobleizer

http://twitter.com/%23!/Scobleizer


The changing marketing modelThe traditional approach

We require a large audience to achieve a small sale



The Influential Model


Influence in a wider context


Bing & Facebook Bing has announced Facebook Likes will be included in search results

This means your social graph will have an effect on your search results

Therefore identifying and working with influencers will help you boost not just your word of mouth potential but also your search potential


Twitter • One tweet from a connected

individual could reach hundreds of thousands of followers



The Digg EffectFor many websites a front page story on Digg will deliver HUGE traffic, often overwhelming servers

Whilst anyone can submit a story to Digg, stories submitted by well connected influencers will stand a greater chance of getting Dugg

The benefits of connecting with influencers will also help on additional sites like techmeme and Mashable


How to identify influencers


Find Influencers in Context • Different networks offer different benefits

• Pick the network you wish to focus on

• Then work to identify the key influencers using any number of online tools


Klout – Twitter Analysis


Find Topic Influencers

“Social Media Tools”

http://klout.com/davepeck


Find Keyword Related Influencers


Facebook Connections My Facebook Connections

•The Pink are those most networked together• (old colleagues)

•The further reaches of the graph are less connected

• A good quick to spot your well connected FB friends

http://swatlabs.net/app/socgraph


Twitter Tools

Twitter offers recommendations of people to follow


Your Most Important Influencers?• Your existing customers!• Make sure you give them the tools to be

your ambassadors!


How are the major players harnessing influencers?


The Facebook RouteFacebook Social Connect

• Facebook offers any site the opportunity to include Facebook elements on their site

• This includes the like function

• These actions help the site grow influence and awareness in Facebook

• Facebook in turn gains continued knowledge of their social graph on thousands of sites

• The Like function is now expanding offline


The Google Plan• Google don’t have a direct social

link but they are working on one

• Current plans are to encourage users to share their public social actions

• Social Results are already appearing in the main search results

• Don’t forget Google Buzz!

Live Twitter Results


The Next Steps..


How to harness the social graph 1. Be Connected – Make sure your brand is active

in the relevant channels 2. Be part of the network – connect, share, respond

– don’t just broadcast 3. Connect with your followers, share their content,

make them feel valued 4. Identify your existing customers in the social

graph – they will be your best influencers 5. Work to identify wider influencers, understand

what they respond to – seek introductions where relevant

6. Never stop being part of the conversation


ANY QUESTIONS?


Further Articles of InterestVisit the site fora copy of thepresentation,additionalarticles and

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