The document discusses social capital and social influence in the digital age. It notes that social influence is a key factor driving business value through customer acquisition, loyalty, and higher sales. However, accurately measuring social influence has been challenging due to a lack of standards and incomplete metrics. New technologies are emerging that aim to better define social influence based on factors like reach, relevance, resonance, and centrality to quantify an individual's influence within a community. These technologies could help identify influential consumers and measure the impact of social conversations on purchase intent.

1. Elizabeth Morgan
emorgan@visibletechnologies.com
@socialmorgan
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2. SOCIAL CAPITAL
An 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
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3. Social Influence is the
KILLER APP
to Social Capital
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4. A consumer who has a
GREATER THAN AVERAGE IMPACT
through word-of-mouth in a
relevant marketplace
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5. Figuring out Social Influence to
DERIVE BUSINESS VALUE
has been challenging
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6. There is
NO STANDARD
for defining the influence
of the online consumer
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7. TECHNOLOGY
isn’t there yet
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8. Companies are frustrated
OR WORSE YET
basing decisions on incomplete metrics
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9. Social influence continues to
GROW IN IMPORTANCE
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10. Social enables:
 Recommendations from family
• Customer acquisition and friends trump all other
• Customer loyalty consumer touchpoints when it
• Better product
comes to influencing purchases.

development
• Hyper-personalized Inner circle trumps at decision time
marketing  58% of Americans say that people that
they know well and trust are the most
• Improved customer important single factor in the final
service decision on major purchases.
• HIGHER SALES
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11. What percent of social conversations
lead to PURCHASE INTENT?
60% 58%
55% C
R 50%
49%
50% E
D P P
45% I
A
U
S
B R
40% S
C
I -
L A H
35%
I L A
O S
30% T
N E
Y
G
25% Base: Brand conversations across all categories (n=105,450)
Credibility Pass-Along Purchase
Source: TalkTrack®, January – December 2010
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12. Copyright © 2010 Visible. All rights reserved. 12

13. The Shift to Influence Metrics
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14. Understanding Social Influence
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
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15. COMMUNITY
RANK
Which
consumers have
influence in a
given
community
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16. COMMUNITY
RANK
Authors with strong
“Influence Rank”
have more and
deeper connections
to others
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17. Copyright © 2010 Visible. All rights reserved. 17

18. 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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19. Centrality – assessment of
community strength which
considers links, # of authors, and
quality of sites being linked to/from.
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20. Page Views and Traffic
ranking calculations.
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21. Author Activity = ranking
based on total # of posts by
author.
Site Activity = ranking based
on total site volume.
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22. Term Cloud showing what
else the author talks about.
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23. Influence Rank shows
where the author ranks
from the list of top
automobile authors.
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24. Copyright © 2010 Visible. All rights reserved. 24

25. 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
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26. 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
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27. Elizabeth Morgan
@socialmorgan
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