The Science Behind Social Influence · The Science Behind Social Influence Ben Donkor ......
Transcript of The Science Behind Social Influence · The Science Behind Social Influence Ben Donkor ......
The Science Behind Social Influence Ben Donkor
Director of Research and Insights, We Are Social
1. What is social influence and how does it work?
2. How do you measure social influence?
3. What is the future of social influence?
1. What is Social Influence?
•Influence is the ability to have an impact on a person’s emotions, opinions, or behaviour.
•It works when there’s concordance between
•Topic (object)
•Influencer (subject/channel)
•Audience (target)
2. How do you Measure
Social Influence?
•What makes someone influential? A combination of logic and emotion. That’s why influence can only be calculated with quant. and qual.
•Social influence is a product of:
•Passion & dedication
•Impact
•Relevance & Sentiment
Positive (+) Negative (-)
Passive fan
Active fan
Advocate (“super fan”)
Detractor
Evangelist
Brand ambassador
Impact
Low impact
Micro-influencer (<100k followers on their biggest platform)
Influencer
Thought-leader
Talent
Sentiment Concordance
Positive Brand Concordant
Neutral Brand Indifferent
Negative Brand Discordant
• Impact is influenced by
reach, which enables
distribution.
Passion & Dedication Impact Relevance & Sentiment
• Relevance is directly
influenced by proximity.
• Sentiment helps link
relevance with credibility.
• Passion :: how emotionally
driven you are to a topic.
• Dedication :: how
objectively invested you are
(linked with expertise).
Practical Influencer Mapping
Person Passion & Dedication Impact Relevance & Sentiment P&D
Ben Donkor 3.5 1.5 1 3.5 Satya Nadella 5 5 1 5
Tim Cook -1.25 5 -0.5 2.5
Tom W. 4 1 1 4 Rudimental 0.75 5 0.5 1.5
Roz Hall 5 2 1 5 Timothy Goodman 0 3.5 -0.5 0
Julius Dein 0 4 0 0
Ben M. Roberts 0.125 2 0.25 0.5 Paul Ince ("Biz Paul") 2.0625 2.5 0.75 2.75 Thibault Lemaitre 1.3125 2.25 0.75 1.75
Owen Williams 3.25 3.5 1 3.25 Scott Hanselman 5 1.75 1 5
Scott Allen 4.5 1.5 1 4.5 Christina Warren 4.5 3 1 4.5
Practical Influencer Mapping
Person Passion & Dedication Impact Relevance & Sentiment P&D
Ben Donkor 3.5 1.5 1 3.5 Satya Nadella 5 5 1 5
Tim Cook -1.25 5 -0.5 2.5
Tom W. 4 1 1 4 Rudimental 0.75 5 0.5 1.5
Roz Hall 5 2 1 5 Timothy Goodman 0 3.5 -0.5 0
Julius Dein 0 4 0 0
Ben M. Roberts 0.125 2 0.25 0.5 Paul Ince ("Biz Paul") 2.0625 2.5 0.75 2.75 Thibault Lemaitre 1.3125 2.25 0.75 1.75
Owen Williams 3.25 3.5 1 3.25 Scott Hanselman 5 1.75 1 5
Scott Allen 4.5 1.5 1 4.5 Christina Warren 4.5 3 1 4.5
3. Future of Social Influence
•Trusting influencers
•Working (collaborating) with influencers
•Measuring influencers (micro-profiling)
3. Future of Social Influence
•Trusting influencers
People will demand authenticity + full transparency (GDPR, FTC).
Cambridge Analytica and recent data leaks are pivotal marketing milestones – watch how they shape consumer perception.
Influence can be conjured (Klout effect).
3. Future of Social Influence
•Working with influencers Influencers seen as distribution channels. More diverse range of influencers (regional talent, influencer conglomerates).
3. Future of Social Influence
•Measuring influencers Brands need:
•standardised metric to measure influence, not influenced by the perceived relationship between an influencer and their fans
•tools to measure influence (quant and qual analysis)
•detailed audience breakdown by demographic and psychographic, to better understand influence.
Recap 1. What is social influence and how does it work?
2. How do you measure social influence?
3. What is the future of social influence?
Thanks
Ben Donkor
Twitter: @FR314
LinkedIn: linkedin.com/in/bernardodonkor/
Blog: brnrd.me
Tool Search Engine: martechlist.net/ (To find a social analytics/social influencer tool.)