understanding influence in social media
TRANSCRIPT
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Understanding influence in social media
© 2010 Thomas Doyle
Francesco D’Orazio, Research Director, Face, @abc3d
AQR, London, 5 September 2011
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In 1958 Herbert Kelman identified three broad varieties of social influence:"
compliance appear to agree with others, but actually keep dissenting opinions private "
identification influenced by someone who is liked and respected "
internalization accept a belief or behavior and agree both publicly and privately
© 2010 Thomas Doyle
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Informational social Influence"
© 2010 Thomas Doyle
Our need to be right
Our need to be liked Normative social influence
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The Asch Conformity Experiments
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The classical definition of social influence focuses more on the the many influencing the one
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“Social influence occurs when an individual's thoughts, feelings or actions are
affected by other people.”
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unless we are confronted with an extraordinary individual…
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authority
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celebrity
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charisma
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Now, has social media changed the mechanics of social influence?
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Three types of structures in social media:"
Pyramid > Twitter"
Circle > Facebook "
Hybrid > Blogs, Google +
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Cosmic 140 © Information Architects, Inc. 2010
Extended reach means democratization of influence. The focus moves onto the "one(s) influencing the many
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Speed: scaling at network level much faster then before
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Traceability means we can monitor the extended influence
x
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Traceability means we can monitor the extended influence
NYTlabs > Project Cascade"structures underlying sharing activity on the web "
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Generating Awareness
Setting the Agenda
Polarizing the Discussion
Conforming
Advocating
Purchasing Social Influence in social media
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…the underlying single mechanic being Behaviour Change
© B.J. Fogg – The Fogg Behavior Model
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What defines an influencer?
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Universal influencers do not exist
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Domain-specific influencers do exist
© 2010 Thomas Doyle
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Credibility: expertise, charisma, authority in a specific domain
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Trust: ability to set the agenda, trigger
discussions and generating reactions
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Reach: access to a potentially wide network of people
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Network Quality: 2nd, 3rd, 4th level
connections
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Timing: ability to be in synch with the needs of the audience
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Influence by volume
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Influence by visibility
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Influence by engagement
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Social network analysis shows influence networks are built on passions and
interests, not demographics.
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Michel Maffesoli introduced the
idea of neo-tribalism in post-modern societies
in 1996
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Social Media has ‘just’ supported an emergent behaviour that was already there
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Too often influence networks analysis is associated with PR and promotions. "
But its most valuable benefit is actually mapping audiences by clusters of passions and interests
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And where does this leave demographics?
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Thanks Francesco D’Orazio, @abc3d
© 2010 Thomas Doyle