Where to start?Peer InfluencerContent AffinityApps and Loyalty Site Integration
Social MediaHow do brands use it?
Who is you audience?
3
Engagement
Rea
ch
What content is your audience responding to?
Maintain the brand voice
Social Media Audit• Competitors
• Current State
1 Facebook 900,000,000 MUV
2 Twitter 310,000,000 MUV
3 LinkedIn 255,000,000 MUV
4 Pinterest 250,000,000 MUV
5 Google Plus 120,000,000 MUV
6 Tumblr 110,000,000 MUV
7 Instagram 100,000,000 MUV
Top Social Media Sites by Monthly Unique Visitor
Approach Each Channel Natively
Despite the importance of telling a consistent story
across your channels, a “cookie-cutter” approach to
your content neglects the importance of creating
content that caters to the inherent audience behavior
of each social media community. Content on one
channel may not work so well for another. Know what
resonates best on each platform, and apply those
learnings to your content.
Sinan AralDavid Austin Professor of ManagementAssociate Professor of Information Technology and MarketingBiography | Selected Publications
Sinan Aral Sinan Aral is the David Austin Professor of Management and an Associate Professor of Information Technology and Marketing at the MIT Sloan School of Management.
His research focuses on social contagion, product virality and measuring, and managing how information diffusion in massive social networks such as Twitter and Facebook affects information worker productivity, consumer demand, and viral marketing.
Content publishing and how information is propagats through networks
Peer InfluencerContent Affinity
Is Ashton Kutcher influential?
PEER TO PEER
INFLUENCER
HOW MANY PEOPLE HAVE
HEARD OF ASTON?
HOW MANY PEOPLE
ACTUALLY DO WHAT HE
SAYS?
The New York time magazine wrote and article based
on a report in the New England Journal of Medicine
that found that there is a correlation of body mass
index among friends over time. The false implication
is that obesity is contagious.
Are your Friends making you fat?
CONTENT AFFINITY
INFLUENCER
PEOPLE CHOOSE FRIENDS
WHO ARE SIMILAR TO
THEMSELVES RATHER THEN
INFLUENCING PEOPLE TO
BECOME LIKE THEM.
Causation: Small number of known mavens or influencers become the source of viral sharing.
Correlation through contentaffinities shared among like mined people HomophonyBehavioral change through self selection into
groups based on traditional content affinities.
People who like Pizza Hut are likely to have
friends who like Pizza Hut.
Behavioral change by direct influence.
I respect and follow this person therefor I will
follow their recommendation. I follow an
influential blogger who tells me I should try Pizza
Hut. content is most importantmessaging is most important
Publishing Srategies PEER TO PEER
INFLUENCER
CONTENT
AFFINITY
INFLUENCER
Sinan Aral Associate Professor of IT and Marketing (with Tenure) at the MIT Sloan School of Management
NUMBER OF PEOPLE
NU
MB
ER
OF
FO
LL
OW
ER
S
ASHTON KUTCHER
10,000,000+ FOLLOWERS
FOOD BLOGGERS AND
1000’S OF FOLLOWERS
AVERAGE JOE
100’S OF FOLLOWERS
PEER TO
PEER
INFLUENCER
STRATEGY
CONTENT AFFINITY
STRATEGY
MILLIONS OF PEOPLE
The long tail of Social Media
Apps and Loyalty
How to trigger consumer
behavior with social
integration
•HIGHLY MOTIVATING
•MAKE IT SIMPLE, LOW BARRIERS
•MAKE IT REPEATABLE AND HABITUAL
•PROVIDE A SIMPLE REWARD FOR DOING THE TASK
•ASSOCIATE IT WITH SOMETHING PEOPLE ARE ALREADY DOING
•MAKE IT SHARABLE
Site Integration• ENSURE SHARE BUTTONS
ARE SUBTLE AND
CONTEXTUAL
• MAKE IT EASY FOR USERS
TO SHARE
• MORE IMPORTANT TO
FOCUS ON GREAT
CONTENT AND UX
NEXT STEPS
AUDIT
REVIEW
1 2
CONTENT
PERFORMANCE
ANALYSIS
3
STAKEHOLDER
INTERVIEWS
✖ ✖✖
4
SOCIAL
STRATEGY
DEVELOPMENT