Online Influence, at #FoDM econsultancy, by Karl Havard, TBG Digital
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20 Slides of online influence, Justin Bieber, Rubberband Faces and Klout v Kred. Presented at the #FoDM econsultancy conference on 13th June 2012 by Karl Havard
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Online Influence, at #FoDM econsultancy, by Karl Havard, TBG Digital
- 1. Online Influence: How reliable and useful can online influence be? © 2012 TBG Digital
- 2. All Mediocre PresentaCons Start with a DefiniCon @KarlHavard © 2012 TBG Digital
- 3. The “Science of Influence” @KarlHavard © 2012 TBG Digital
- 4. Why? @KarlHavard © 2012 TBG Digital
- 5. What Influences Behaviour Achievement Altruism Efficacy Sharing Curiosity Excitement Adventure Autonomy Enjoyment Discipline Security Previous Experience @KarlHavard © 2012 TBG Digital
- 6. So….Why? @KarlHavard © 2012 TBG Digital
- 7. MoCvaCon Driving Behaviour Self ActualisaCon Fulfillment Self Esteem Achievement – RecogniCon -‐ Respect Belonging Friends – Community -‐ Family -‐ Partner Safety Security – Stability – Free from Fear Physiological Food – Water – Shelter -‐ Warmth @KarlHavard © 2012 TBG Digital
- 8. Pride of Place in the Rubber Band Face Community @KarlHavard © 2012 TBG Digital
- 9. Social Networks Facilitate The Need to be Recognised “Twi&ering stems from a lack of iden5ty. It’s a constant update of who you are, what you are, where you are. Nobody would Twi&er if they had a strong sense of Iden5ty” Oliver James, Clinical Psychologist “Twi&er is like a giant baby monitor. The person wri5ng wants to be at the forefront of your mind, nothing more.” Alain de Bo[on, Author of Status Anxiety “Any chance of an RT?” “Using Twi&er suggests a level of insecurity whereby, unless people recognise you, you cease to exist.” Dr David Lewis, CogniCve Neuropsychologist @KarlHavard © 2012 TBG Digital
- 10. Social Networks Facilitate The Need to be Recognised Oliver James, not on Twi[er….yet. @KarlHavard © 2012 TBG Digital
- 11. Enter…. @KarlHavard © 2012 TBG Digital
- 12. Enter…. @KarlHavard © 2012 TBG Digital
- 13. The two current front runners… @KarlHavard © 2012 TBG Digital
- 14. Who’s More InfluenCal? US President Mother Mons†er @KarlHavard © 2012 TBG Digital
- 15. Who’s More InfluenCal? CEO Facebook Ex-‐Footballer @KarlHavard © 2012 TBG Digital
- 16. Who’s More InfluenCal? Lord Sugar A Meerkat @KarlHavard © 2012 TBG Digital
- 17. And who is the most “InfluenCal” of all? @KarlHavard © 2012 TBG Digital
- 18. What if…. @KarlHavard © 2012 TBG Digital
- 19. Influence is RelaCve "Really getting into the knitting!!! Helps me relax after high-pressure world of the Premiership." "OMG!! Eurozone debt problems can only properly be solved by true fiscal union!!! #comeonguys." @KarlHavard © 2012 TBG Digital
- 20. Beware! Influence is born out of trust • Friends & Family • Heroes & Icons • Brands • Niche communiCes Not just a high score! • Influence can be posiCve & negaCve • It has “influence” at every stage of the consumer journey • Recall (Awareness & Interest) • AOV (Conversion) • CLV (MulCple Conversion & Loyalty) • NPS (Advocacy & Trust) @KarlHavard © 2012 TBG Digital
- 21. A Final Thought For the non-‐celebrity: It has been mathemaCcally proven: Klout Score Busy-ness Your Klout Score is inversely proporConal to how busy you are. @KarlHavard © 2012 TBG Digital
- 22. Klouchebag Karl Havard Strategy Director TBG Digital tbgdigital.com Havard egy Director Digital : http://twitter.com/karlhavard igital.com : http://uk.linkedin.com/in/karlhavard : http://twitter.com/karlhavard : http://gplus.to/karlhavard : http://uk.linkedin.com/in/karlhavard : http://gplus.to/karlhavard @KarlHavard © 2012 TBG Digital
Notas del editor
- There’s the influencer and the influencee and inbetween is the magical power of influence
- Most mediocre presentations then continue with a complex diagram, probably stolen from some big agency, to try and demonstrate how intelligent the speaker is…..so Here it is. Big agency, so must be credible. Using to great words here too…Business, Trust, Listener. Reach….Influence the Influencer….very important….so we’ll leave that in there for reference.
- So…..what influenced this chap to wrap rubber bands around his face?
- People already have their own intrinsic motivators and rewards they seek. Influencers are external and can take various forms, positive and negative. The external source….to be effective…. Must be deemed credible and relevant to the influencee.
- Back to this chap. He looks normal (assumption that we all agree what normal is). Even though the brickwork in the background may not look too dissimilar to a prison cell.Ah….He did a funny!
- Would he have done this if the web had not existed? He’s found his community, and is seeking recognition.
- And can now receiving admiring glances from other rubber band face enthusiasts….although he does have some work to do to catch some of the other guys.
- So, Social networks facilitate this desire to be recognised amongst like minded people, to be seen as an “expert” to have influence….over others…to have powerHi Stephen Fry, I support Norwich City too any chance of an RT?
- All giving a score for your or your brand’s ego….in exchange for access to your social connections.
- Kred enable wishes and grantsKlout enable brands to offer perks
- It’s Lord Sugar of course…but they do share a similar expression.
- Yes the most influential person in the world: Klout had to recalibrate itself, 10% of Twitter’s dedicated to Bieber.
- Relative to credibility and area of expertise….which is why these tweets grabbed so much attention. Snickers campaign, very clever. Reported to ASA, probably by the agencies that didn’t think of the idea, and was deemed ok. The 5th tweet did include a tag indicating it was a promoted tweet.Allegedly, Roy Hodgson doesn’t like knitting.
- Garden paths & Red Herrings. People are influenced by things they trust….it’s not just a high score. Businesses need to really understand their target audience…what they believe in. their shared values, their motivation and their behaviour.
- Immediate Reaction…..that’s funny, that’s why my score is low!!Secondary Reaction….so these social media gurus aren’t very busy then?!