Karl havardinfluencefigaro120712

© 2012 TBG Digital

Online Influence:

© 2012 TBG Digital© 2012 TBG Digital@KarlHavard

The “Science of Influence”

http://twitter.com/karlhavard



Definition of Influence

It is believed #socialmedia activity by some, influences the actions of others




Enter….




But let’s be honest...

#imho

It’s all utter, utter, #bollox




Three Reasons

1.They don’t measure influence• They stroke egos…sometimes incorrectly

2.It’s a self fulfilling prophecy• Random topics of “influence”

3.They can be gamed




The two current front runners…




Who’s More Influential?

Mother Mons†erUS President





Ex-FootballerCEO Facebook





A MeerkatLord Sugar




And who is the most “Influential” of all?




Maybe not




“Influence” Personality Profile.




Let’s look at a “Pundit”







Fabrice MuambaCollapsed

Anyone know what happened

here?




But let’s reward Chet instead…

Let’s make Chet the best dressed, nastiest piece of work on the web




Why?




Here’s Another Thing…




Influential on specific subjects…

http://www.wired.co.uk/news/archive/2012-03/02/klout-trolling




How to become influential about “Bacon”

The “Customer Journey”

I’ve just had a lovely cup of tea with a bacon sandwich….best way to start a Sunday

BaconBacon

Ha! For some reason @Klout thinks I’m influential about bacon!! http://bit.ly/Hvr15y

Enter some random jokes in here from lots of other people…




I’ve just given +K to @JustinBieber on @Klout about Bacon http://bit.ly/Hvr15z

BaconBaconMEDIUM




That’s why.




Social Networks Facilitate The Need to be Recognised

“Twittering stems from a lack of identity. It’s a constant update of who you are, what you are, where you are.

Nobody would Twitter if they had a strong sense of Identity”

Oliver James, Clinical Psychologist

“Twitter is like a giant baby monitor. The person writing wants to be at the forefront of your

mind, nothing more.”

Alain de Botton, Author of Status Anxiety

“Using Twitter suggests a level of insecurity whereby, unless people recognise you,

you cease to exist.”

Dr David Lewis, Cognitive Neuropsychologist




So…

#imhoThese tools don’t measure influence,

they measure…

…interaction …volume

…and maybe how far & fast “noise” travels

…source




Influence Online…from a brand & consumer perspective

#wordofmouth that leads to conversions

#wordofmouth from people you trust




It’s about the groundswell of real people

Audience Mix

Value

Groundswell

Positive influence enhances value……loyalty, advocacy and conversions




A Final Thought

For the non-celebrity: It has been mathematically proven:

Klo

ut

Sco

re

Busy-nessYour Klout Score is inversely proportional to how busy you are.




Klouchebag

I don’t really use this



Technology

Karl havardinfluencefigaro120712