Social media strategies

and

how information is

propagated through

networks

Is Ashton Kutcher influential?PEER TO PEER INFLUENCER

HOW MANY PEOPLE HAVE

HEARD OF ASTON?

HOW MANY PEOPLE

ACTUALLY DO WHAT HE

SAYS?

The New York time magazine wrote and article based

on a report in the New England Journal of Medicine

that found that there is a correlation of body mass

index among friends over time. The false implication

is that obesity is contagious.

Are your Friends making you fat?CONTENT AFFINITY

INFLUENCERPEOPLE CHOOSE FRIENDS

WHO ARE SIMILAR TO

THEMSELVES RATHER THEN

INFLUENCING PEOPLE TO

BECOME LIKE THEM.

Causation: Small number of known mavens or

influencers become the source of viral sharing.

Correlation through content

affinities shared among like mined

people

HomophonyBehavioral change through self selection into

groups based on traditional content affinities.

People who like Pizza Hut are likely to have

friends who like Pizza Hut.

Behavioral change by direct influence.

I respect and follow this person therefor I will

follow their recommendation. I follow an

influential blogger who tells me I should try Pizza

Hut. content is most importantmessaging is most important

2 different Strategies PEER TO PEER

INFLUENCER

CONTENT

AFFINITY

INFLUENCER

Sinan Aral Associate Professor of IT and Marketing (with Tenure) at the MIT Sloan School of Management

NUMBER OF PEOPLE

NU

MB

ER

OF

FO

LLO

WE

RS

ASHTON KUTCHER

10,000,000+ FOLLOWERS

FOOD BLOGGERS AND

1000’S OF FOLLOWERS

AVERAGE JOE

100’S OF FOLLOWERS

PEER TO

PEER

INFLUENCER

STRATEGY

CONTENT AFFINITY

STRATEGY

MILLIONS OF PEOPLE

How to influence social behavior

How to trigger consumer behavior

•HIGHLY MOTIVATING

•MAKE IT SIMPLE, LOW BARRIERS

•MAKE IT REPEATABLE AND HABITUAL

•PROVIDE A SIMPLE REWARD FOR DOING THE TASK

•ASSOCIATE IT WITH SOMETHING PEOPLE ARE ALREADY DOING

•MAKE IT SHARABLE

Create a motivation

COMPETITION - WITH FRIENDS

DISCOVERY - UNLOCK CONTENT AND DEALS

COLLECTION - POINTS SOCIAL CAPITAL

ASSOCIATING WITH A CHARITY CAN ELEVATE

THE MOTIVATION TO SELF ACTUALIZATION

Make it simple, low barriers

CLICK THE

BUTTON

PROVIDE A POSITIVE FEEDBACK LOOP FOR

EVERY TIME SOMEONE COMPLETES THE TASK

Provide a simple reward for doing the task

CLICK THE

BUTTON

GET A

GOLD STAR

Provide a reward for doing the task

Sunstone Yoga

Status

Poin

ts10

CLASSES

25

CLASSES

50

CLASSES

100 CLASSES

EASY FOR BEGINNERS AND YET

CHALLENGING FOR EXPERTS

Make it repeatable and habitual

INCENTIVES RETURN ENGAGEMENT EVERY DAY YOU COME

BACK YOU GET TO SPIN

THE WHEEL OR CLICK

THE BUTTON

DAY

1DAY

2

DAY

3

ASSOCIATE IT WITH SOMETHING PEOPLE ARE ALREADY DOING

Associate it with something people are already doing

DRIVING TO

WORK

COOKING

DINNER

WORKING OUT

SHOPPING

Incentives sharingSHARE IT AND EARN POINTS TO REDEEM FOR SOMETHING OF VALUE

OR SHARE AND SUPPORT A CHARITY

Rating the storesHOW DO WE KNOW IF A

STORE IS DOING WELL OR

NOT?

THIS TREND LINE WILL DESCRIBES A

DIRECT LINEAR CORRELATION WITH

DAILY TRAFFIC AND SALES

TRAFFIC

SA

LE

S

Evaluate

SOUTH

AREA

Southarea

DRILL

INTO THE

AREA MAP

Southarea

MIAMI DMA

All Markets

High performers

High Traffic

CORE

MARKE

TS

All Markets

Low performers

High Traffic

OPPOR

TUNITY

MARKE

TS

Engagement

Motivation Loyalty

Content

Each phase of the relationship different attributes or

metrics become more or less important

CONTENT AFFINITY INFLUENCERHOW WE BUILD THAT RELATIONSHIP

Engagement

Motivation Loyalty

Content

CONTENT AFFINITY INFLUENCER

Content

Engagement

Motivation Loyalty Value

(Is it worth it?)

Relevance(Is it for me?)

Useful(Did it help me?)

Aspirational (Is it something i desire?)

Game Mechanics (Is it rewarding?)

How Loyal (How deep is their dedication?)

How many and who?(How do the segments break out?)

Why do they love us?(What drives the connections?)

Stimulation(What is in it for me)

Frequency(Why should I come

back)

Virality(Why should I tell others)

Depth(How long is

it worth it?)

Shop-ability/

Usability (Is it enjoyable?)

CONTENT AFFINITY

INFLUENCER