social influence-a new dimension of marketing
TRANSCRIPT
page 1 © 2010 ShareThis, Inc.
ShareThis
Introduction
ShareThis
IntroductionShareThis presents
Social influence: A new dimension of marketing.
page 2 © 2010 ShareThis, Inc.
Introduction to ShareThis
Social Influence
How do we measure?
How do we engage?
Q&A
social media marketing agenda
page 3 © 2010 ShareThis, Inc.
social influence measurement today
Examples of viral & influence (Preface - this presentation was done BEFORE Klout raised $8.5mm from KP )
At one time these have been interesting metrics….
video most likesfollowers blog traffic
page 4 © 2010 ShareThis, Inc.
social influence measurement today lacks brand value, context, and scale.
• What is the brand value or the true interests of
Twitter followers?
• Viral video views = “bored at work” network (I do
actually enjoy the occasional Flaming Sambuca,
but no marketer really cares!)
• “Likes signify nothing more than digital bumper
stickering” – (I like the Irish Goodbye on
Facebook…)
• Blog traffic is certainly an indicator of the bloggers
influence, but what about the audience?
page 5 © 2010 ShareThis, Inc.
ShareThis social influence measurement
our philosophy•Sharing = influence•How much sharing and traffic driven = influence rank
Example: Consumer Electronics category (using examples numbers)• 25mm people sharing Consumer Electronics content p/ month• Top 1% percent is most influential, here is why:
• 90/10 rule = Top 1% percent of sharers account for a largely disproportionate amount of all socially driven traffic
• Top 1% have an average ‘clicks per share’ ratio incrementally higher than the remainder of the audience
• The top 1% are your influencers and represent highest earned media value therefore they are the most important to a brand
page 6 © 2010 ShareThis, Inc.
traditional social influence engagement (from a brand perspective)
• You like something on FaceBook and you get this….
• Paid tweets
•The rest?? (youtube, blogs,
content sites) - BANNERS.
Beautiful Banners
page 7 © 2010 ShareThis, Inc.
banner blindness
• (From Wikipedia) “Banner blindness is a
phenomenon in web usability where visitors on a
website ignore banner-like information.”
• The targeting technology and identification has
sprinted passed the engagement
• “We need to rethink the delivery and reception of
digital advertising” – quote from Chris
Cunningham (CEO of appssavvy)
page 8 © 2010 ShareThis, Inc.
how ShareThis engages influencers
Speak their language:• Top influencers deserve more than just a
banner, they deserve a conversation
• ShareThis brings the conversation to an
influencer in an ad experience and
allows them to engage (share, comment,
like, view) in the same way that they
have proven to engage with content
• Brand ambassadors
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brand ambassadors
page 10 © 2010 ShareThis, Inc.
@AndrewDumas
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Andrew Dumas