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