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Presentation by Elizabeth Morgah, VP, Visible Gravity Summit FutureM, Harvard Faculty Club 9-12-11
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1Copyright © 2010 Visible. All rights reserved.
Elizabeth Morganemorgan@visibletechnologies.com@socialmorgan
2Copyright © 2010 Visible. All rights reserved.
SOCIAL CAPITALAn individual’s
collective digital presence - including their social graphs, level of influence, and use of digital social networks
Zach Hofer-Shall, Forrester Research
SXSW March 2011
3Copyright © 2010 Visible. All rights reserved.
Social Influence is theKILLER APPto Social Capital
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A consumer who has aGREATER THAN AVERAGE IMPACTthrough word-of-mouth in arelevant marketplace
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Figuring out Social Influence toDERIVE BUSINESS VALUE
has been challenging
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There isNO STANDARDfor defining the influenceof the online consumer
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TECHNOLOGYisn’t there yet
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Companies are frustratedOR WORSE YET
basing decisions on incomplete metrics
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Social influence continues toGROW IN IMPORTANCE
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Social enables:• Customer acquisition
• Customer loyalty
• Better product development
• Hyper-personalized marketing
• Improved customer service
• HIGHER SALES
Recommendations from family
and friends trump all other
consumer touchpoints when it
comes to influencing purchases.
Inner circle trumps at decision time
58% of Americans say that people that
they know well and trust are the most
important single factor in the final
decision on major purchases.
11Copyright © 2010 Visible. All rights reserved.
Base: Brand conversations across all categories (n=105,450) Source: TalkTrack®, January – December 2010
What percent of social conversations lead to PURCHASE INTENT?
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13Copyright © 2010 Visible. All rights reserved.
The Shift to Influence Metrics
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REACH• Reflects the potential number of
impressions an author can generate
RELEVANCE• Amount of relevant posts an author
contributes to the community
RESONANCE• How much activity is generated when
an author publishes relevant content
CENTRALITY• The importance of a person in a
community
Understanding Social Influence
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COMMUNITYRANKWhich consumers have influence in a given community
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COMMUNITYRANKAuthors with strong “Influence Rank” have more and deeper connections to others
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Discussion Authority helps identify which parts of automobile conversations the author participates in. This provides a more granular look into what made the author relevant.
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Centrality – assessment of community strength which considers links, # of authors, and quality of sites being linked to/from.
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Page Views and Traffic ranking calculations.
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Author Activity = ranking based on total # of posts by author.
Site Activity = ranking based on total site volume.
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Term Cloud showing what else the author talks about.
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Influence Rank shows where the author ranks from the list of top automobile authors.
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25Copyright © 2010 Visible. All rights reserved.
CONSUMER INFLUENCE 2.0: THE AGE OF CONFLUENCE
• Intersection of online and offline consumer data and intelligence
• Game changing technology integration: Semantic & Social
• Behavior mapping across communities and channels
26Copyright © 2010 Visible. All rights reserved.
The future is PREDICATIVE ANALYSIS SOCIAL INFLUENCE
Brands are flocking to … find, reward and recruit their most-influential consumers, … (and) the push to measure influence shows no signs of stopping.
—Greg Shove, Halogen Network & Kohlberg Ventures
27Copyright © 2010 Visible. All rights reserved.
Elizabeth Morgan@socialmorgan
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