the social media doppler effect

The Social MediaDOPPLER EFFECT

by Jon DiPietro

WHY were grades getting WORSE?

“Dunce” courtesy of Drumaboy on Flickr

Slow and steady is

NOTwinning the race.

“Ishockey NHL” courtesy of Håkan Dahlström on fotopedia

“I skate to where the

puck is going to be, not

where it has been.”

Innovation is Accelerating

You are here.

User Growth

FAST Growth Begets FASTER Growth

Mobile Influence

The Rise of the Smartphone

We are here

Mobile Influence

Mobile Is Different

Pace of Innovation

20122011201020092008200720060

5

10

15

20

25

30

35

40

Major Google Algorithm Updates

Pace of Innovation

Is It Getting Crowded In Here?

Courtesy of Avalaunch Media

NowWHAT?

Somebody Figured It Out

engagedc.com/inside-the-cave

Results

Modeling Beat Polling

57.68%(predicted)

57.18%(actual)

Hamilton County, OH early vote:

Results

2008 2012

Total Raised Online

$5000M $690M

Donors 3.95M 4.4M

Average Per Donor

$126 $156

More Donations from More Donors

Results

Disaster Proof

Strategies

Strategies

Trust ONLY Data

“We basically

found our guts were

worthless.”

Strategies

Separation of Church and State

“The core of the campaign

was notflashy or even

particularlyinnovative

except in the willingness

of senior staff to listen to

numberspeople rather

than consultants

acting on old-fashioned

politicalinstuition.”

“Harper Reed, November 2012” by danxoneil on Flickr

Strategies Hey

Test EVERYTHING

Tactics

Tactics

Technology

Tactics

Social Analytics

Tactics

Communication Analytics

Tactics

Optimization: Landing Pages

What’s Next?

Social Targeting

• Demographics– Age– Sex– Profession– Geography– Language

• Influence• Medium– Old Media (TV, radio, print)– New Media (desktop,

mobile)

It’s Getting More Fractured, Not Less

Modeling and Analytics

Social Graph

Digital Singularity

Website/Social MediaDesk/Mobile

“Birth of the Singularity” by Robby Robert on DeviantArt

Jon DiPietroEmail:jon.dipietro@domesticatingit.com

Twitter:@JonDiPietro