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Online Influence:
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The “Science of Influence”
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Definition of Influence
It is believed #socialmedia activity by some, influences the actions of others
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Enter….
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But let’s be honest...
#imho
It’s all utter, utter, #bollox
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Three Reasons
1.They don’t measure influence• They stroke egos…sometimes incorrectly
2.It’s a self fulfilling prophecy• Random topics of “influence”
3.They can be gamed
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The two current front runners…
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Who’s More Influential?
Mother Mons†erUS President
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Who’s More Influential?
Ex-FootballerCEO Facebook
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Who’s More Influential?
A MeerkatLord Sugar
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And who is the most “Influential” of all?
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Maybe not
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“Influence” Personality Profile.
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Let’s look at a “Pundit”
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Fabrice MuambaCollapsed
Anyone know what happened
here?
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But let’s reward Chet instead…
Let’s make Chet the best dressed, nastiest piece of work on the web
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Why?
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Here’s Another Thing…
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Influential on specific subjects…
http://www.wired.co.uk/news/archive/2012-03/02/klout-trolling
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How to become influential about “Bacon”
The “Customer Journey”
I’ve just had a lovely cup of tea with a bacon sandwich….best way to start a Sunday
BaconBacon
Ha! For some reason @Klout thinks I’m influential about bacon!! http://bit.ly/Hvr15y
Enter some random jokes in here from lots of other people…
Enter some random jokes in here from lots of other people…
Enter some random jokes in here from lots of other people…
Enter some random jokes in here from lots of other people…
I’ve just given +K to @JustinBieber on @Klout about Bacon http://bit.ly/Hvr15z
BaconBaconMEDIUM
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That’s why.
© 2012 TBG Digital© 2012 TBG Digital@KarlHavard
Social Networks Facilitate The Need to be Recognised
“Twittering stems from a lack of identity. It’s a constant update of who you are, what you are, where you are.
Nobody would Twitter if they had a strong sense of Identity”
Oliver James, Clinical Psychologist
“Twitter is like a giant baby monitor. The person writing wants to be at the forefront of your
mind, nothing more.”
Alain de Botton, Author of Status Anxiety
“Using Twitter suggests a level of insecurity whereby, unless people recognise you,
you cease to exist.”
Dr David Lewis, Cognitive Neuropsychologist
© 2012 TBG Digital© 2012 TBG Digital@KarlHavard
So…
#imhoThese tools don’t measure influence,
they measure…
…interaction …volume
…and maybe how far & fast “noise” travels
…source
© 2012 TBG Digital© 2012 TBG Digital@KarlHavard
Influence Online…from a brand & consumer perspective
#wordofmouth that leads to conversions
#wordofmouth from people you trust
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It’s about the groundswell of real people
Audience Mix
Value
Groundswell
Positive influence enhances value……loyalty, advocacy and conversions
© 2012 TBG Digital© 2012 TBG Digital@KarlHavard
A Final Thought
For the non-celebrity: It has been mathematically proven:
Klo
ut
Sco
re
Busy-nessYour Klout Score is inversely proportional to how busy you are.
© 2012 TBG Digital© 2012 TBG Digital@KarlHavard
Klouchebag
I don’t really use this
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