DIGITAL ONLINE INFLUENCE BY: GENCAN LAM, KYLE IRANI

“Think like a publisher, not a marketer.” - David Meerman Scott, American Online Strategist

What in the world is Online Influence?

The ability to make you think or do something based off an individual’s words through an online medium.

Vanity Metrics?!

Number of Facebook Fans/Reach

Number of Twitter Followers/Reach

Number of App downloads

Number of Registered users

Total email addresses

Images Courtesy of allfacebook.com

It Help businesses

Differentiate themselves

Healthy margins

Builds relationships

Builds trust (information shared)

Images Courtesy of impactlearning.com

Where is Online Influence Beneficial?

B2B B2C

Contribute thoughts and show leadership to their industry

Reach new customers

Attract top-notch employees

Connects brands and consumers

Keep customers engaged

Attracts customers to locations

Online Influence Tools

Images Courtesy of agendacom.com

Sign-in with Facebook or Twitter Measures online influence Your score represents your online influence

out of 100 Quick fact: Klout Score of 50 or more represents

the 95th percentile of population!

How many people – True Reach How much you influence – Amplification How influential they are – Network score

Images Courtesy of Klout.com

#Linsanity

Jeremy Lin, Point Guard for the New York Knicks

Former Asian-American Harvard player who no one knew about

Led the Knicks to an amazing

9-2 streak

Each victory and the rise in online buzz correlated with his rise in popularity

Klout score grew from 57 to 84 in less than a month!

His twitter follower grew from 100,000 to 700,000 in 2 months

Images Courtesy of Klout.com

How the score is based; All Activity on

Twitter, Facebook, Tumblr, LinkedIn, FourSquare, MySpace, Instagram

Earn Klout Perks based on your influence for exclusive access to products and experiences from top brands

Cont’d

Images Courtesy of Klout.com

Audi 2011 A8

Launch Event

Mission: Target -> Engage -> Amplify

Invited the top 217 influencers in design, luxury and technology

Test drove at the event

As a result, the influencers reached 3.1 million people in North America and left 51.14 million impressions

How is KloutPerks useful for business?

Images Courtesy of Klout.com

Gilt Gives Discounts to Match Klout Scores By Liz Gannes, March 5th, 2012

Gilt offering discounts based on Klout scores

For example;

Klout score of 20 will give you 20% off Gilt purchase

Klout score of 60 will give you 60% off Gilt purchase

Limited number of discounts each day

As a result, this campaign drew lots of people visiting and inquiring about the website!

Another Example of a Klout Perk!

Images Courtesy of Klout.com

Measures solely on Twitter influence

Score increases by retweets, @replies, followers

Score ranges from 1 to 1000, with higher scores representing greater influence

Outreach Points Distribution

Retweet 10 points

@reply or mention 10 points

Follow a(n) @name 1 point

Influence Points Distribution

Retweet, <10,000 10 points

Retweet, >10,000 25 points

Retweet, <100,000 50 points

New Follow 1 point

Images Courtesy of Kred.com

Offline Kred Only influence tool to include points accrued for ‘real world’ accomplishments such as:

Frequent flyer medals, memberships, degrees, ceremonies, sports, charities

Kred communities Interest-based community membership is determined by words used in a person's Twitter Bio as well

as keywords and hashtags they have historically used in their posts

Kred score is relative and ranked from within your own community

Other things that are analyzed include top communities, most used #hashtag, most clicked links, and levelling up

Cont’d

Images Courtesy of Kred.com

How is Kred useful for business?

1. Huge opportunity to expand network

2. Helps identify the most respected and influential people within your own community/ network

3. Builds influence by people passing along your message across and amplifying it through tweets, retweets and followers

Images Courtesy of Kred.com

Sign in with Facebook or Twitter

Measures online influence

Through Twitter, Facebook, LinkedIn, Quora, and Blog Stats

Able to indicate your most talked about topic

Overall score based on 8 benchmark topics / communities out of 100

Therefore, you must be influential on all aspects

Images Courtesy of Peerindex.com

Score is based on Authority – how much others rely on your

recommendations Audience – the number of people who are impacted by

your actions Activity – how much you do that is related to the topic

community

Obtain PeerPerks on products that you are influential on Very Similar to Klout!

Cont’d

Images Courtesy of Peerindex.com

How is Peerindex good for business? 1. Shows the importance of participating in meaningful

exchanges of information online

2. Helps identifies the authority of members and the people who follow them

3. Identifies and prioritizes the most talked about topics and people in social media as a whole

Images Courtesy of Peerindex.com

Spot Influence

• A tool used to find contextual influence • Measures three main criteria:

1. Relevance 2. Reach 3. Impact

• With these metrics and there specific calculation they can find out how influential a company or individual is.

Images Courtesy of Spotinfluence.com

For Profit & Non Profit Organization

Images Courtesy of dypadvisros.com

For Profit Companies with Online Influence

• Starbucks Coffee is a thought leader on Klout • Influential in 15 topics:

1. Coffee 2. Starbucks 3. Branding

• Klout Score of 78 • Over 2,000,000 followers on twitter alone

• Obama 2012 Campaign has been steady on Klout • Influential in 20 topics:

1. Politics 2. Business 3. Government

• Klout Score of 91 • Over 13,000,000 followers on twitter alone

Image Courtesy of Starbucks.com

Image Courtesy of advocate.com

Non-Profit Organization

Beth Kanter Co-Author, The Networked Nonprofit CEO of Zoetica, nonprofits and socially conscious companies

bethkanter.org, longest running and most popular blogs for nonprofits orgs

The first person to use Twitter for fundraising in 2007 Internationally recognized trainer who has developed and

implemented effective sector capacity building programs that help organizations integrate social media network building relationship marketing best practices Designed workshops and training programs

Named by Fast Company Magazine as one of the most influential women in technology and one of Business Week's "Voices of Innovation for Social Media"

Image Courtesy of Twitter:@Kanter

Images Courtesy of bethkanter.org

Non-Profit Organization

Jason Russell Co-Founder/ Film Maker of Invisible Children Non-Profit Organization

Programs rely on talented staff, volunteers, young activists who want to use their voices for peace Headquarters in San Diego with offices in a vast amount of offices in Central Africa Mission: A partnership between Invisible Children and LRA-affected communities

Enable children to take responsibility for their futures Quality education, mentorships, the redevelopment of schools, and financial stability,

Civilian protection and rehabilitation.

Image Courtesy of Twitter:@Invisible

Image Courtesy of Time Magazine Image Courtesy of YouTube.com

Image Courtesy of Facebook.com

Image Courtesy of YouTube

Non-Profit Organization

Donna Norton Campaign Director, MomsRising

Working to bring together millions of people who share a common concern at all income about the need to build a more family-friendly and equity-centric America

Goal is to positively change the policies at congressional and State levels Twitter Account @MomsRising

15,831 followers 10,160 tweets

M Maternity and Paternity Leave O Open Flexible Work T Toxic Free Families H Health care for Kids E Early Care and Education R Realistic and Fair Wages S Sick Days, Paid

Women who have been unable to purchase health insurance because of a pre-existing condition such as cancer or having been pregnant now have an option to obtain the insurance they need through the new Pre-Existing Condition Insurance Plan.

Images Courtesy of momsrising.com

Image Courtesy of Twitter:@momsrising

Suggestions for Businesses!

1. Trying new things = learning new things!

Try out different tools to see which one works best for you

Most of the tools offer free versions that allows you to get a first impression

2. Expand Your Network Online!

Always try to meet new people

Use tools to find the community or group of people that has a similar passion as you

3. Quality over Quantity

When creating/ blogging messages online, try to create quality posts rather than repeated messages

Remember, everything you post online are published! Like it or not!

Resources

Image Courtesy of Artofhustle.com

Why Klout really matters: Money, Money, Money! By Derrick Harris, March 13th, 2012 http://gigaom.com/cloud/why-klout-really-matters-money-money-money/

Social media influences search results

Twitter activity translates into Twitter influence

Business partners pay Klout to put their perks for the “right” set of people

If they like it, they will express their feelings via social media

Images Courtesy of Klout.com

Social media becoming the worlds biggest

popularity contest

Influence is the ability to drive action

Beginning of an era where people have become publishers, and Klout is the first of its kind when it comes to measuring the influence of these micropublishers

Everything you post online will be graded

A Website measures online influence, which is more valuable than you think. Toronto Sun, May 10, 2011 http://www.torontosun.com/2011/05/09/a-website-measures-online-influence-which-is-more-valuable-than-you-think

Image Courtesy of Torontosun.com

Additional Resources

Ways to increase your online influence: http://www.copyblogger.com/increase-influence-online/

Developing the Organization’s Online Influence http://blog.prnewswire.com/category/online-influence/

How to manage Online Influence http://www.link-assistant.com/blog/how-to-manage-your-online-influence/

Why to be active in Online Influence http://www.brandignity.com/2011/04/increase-online-influence-tips/

Tools To Boost Your Online Influence http://www.theglobeandmail.com/report-on-business/small-

business/digital/web-strategy/tools-to-boost-your-online-influence/article2231866/

Why Klout Is Really And Truly Valuable http://marshallk.com/why-klout-is-really-and-truly-valuable

The Difference between Popularity and Influence Online http://paidcontent.org/article/419-the-difference-between-popularity-and-

influence-online/

Why Small Businesses Should Care About Their “Social Influence” http://www.entrepreneur.com/blog/222505

The Rise of Digital Influence and How to Measure It http://www.briansolis.com/2012/03/report-the-rise-of-digital-influence/