Where to start? Peer Influencer Content Affinity Apps and Loyalty Site Integration

1. Social Media
How do brands use it?
Where to start?
Peer Influencer
Content Affinity
Apps and Loyalty
Site Integration

2. Who is you audience?

3. What content is your audience responding to?
3
Engagement
Reach

4. Maintain the brand voice

5. Social Media Audit
• Competitors
• Current State

6. 1 Facebook 900,000,000 MUV
2 Twitter 310,000,000 MUV
3 LinkedIn 255,000,000 MUV
4 Pinterest 250,000,000 MUV
5 Google Plus 120,000,000 MUV
6 Tumblr 110,000,000 MUV
7 Instagram 100,000,000 MUV
Top Social Media
Sites by Monthly
Unique Visitor
Approach Each Channel
Natively
Despite the importance of telling a consistent story
across your channels, a “cookie-cutter” approach to
your content neglects the importance of creating
content that caters to the inherent audience behavior
of each social media community. Content on one
channel may not work so well for another. Know what
resonates best on each platform, and apply those
learnings to your content.

7. Content publishing and how information is
propagats through networks
Peer Influencer
Content Affinity
Sinan Aral
David Austin Professor of Management
Associate Professor of Information Technology and Marketing
Biography | Selected Publications
Sinan Aral
Sinan Aral is the David Austin Professor of Management and an Associate Professor of Information Technology
and Marketing at the MIT Sloan School of Management.
His research focuses on social contagion, product virality and measuring, and managing how information
diffusion in massive social networks such as Twitter and Facebook affects information worker productivity,
consumer demand, and viral marketing.

8. PEER TO PEER
INFLUENCER
Is Ashton Kutcher influential?
HOW MANY PEOPLE HAVE
HEARD OF ASTON?
HOW MANY PEOPLE
ACTUALLY DO WHAT HE
SAYS?

9. CONTENT AFFINITY
INFLUENCER
Are your Friends making you fat?
PEOPLE CHOOSE FRIENDS
WHO ARE SIMILAR TO
THEMSELVES RATHER THEN
INFLUENCING PEOPLE TO
BECOME LIKE THEM.
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.

10. Publishing Srategies
PEER TO PEER
INFLUENCER
Causation: Small number of known mavens or
influencers become the source of viral sharing.
Correlation through content
affinities shared among like mined people
Homophony
Behavioral 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
content is most important Hut.
messaging is most important
CONTENT
AFFINITY
INFLUENCER
Sinan Aral Associate Professor of IT and Marketing (with Tenure) at the MIT Sloan School of Management

11. NUMBER OF PEOPLE
NUMBER OF FOLLOWERS
ASHTON KUTCHER
10,000,000+ FOLLOWERS
FOOD BLOGGERS AND
1000’S OF FOLLOWERS
The long tail
of Social
Media
AVERAGE JOE
100’S OF FOLLOWERS
PEER TO
PEER
INFLUENCER
STRATEGY
CONTENT AFFINITY
STRATEGY
MILLIONS OF PEOPLE

12. Apps and Loyalty

13. How to trigger consumer
behavior with social
integration
•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

14. Site Integration
• ENSURE SHARE BUTTONS
ARE SUBTLE AND
CONTEXTUAL
• MAKE IT EASY FOR USERS
TO SHARE
• MORE IMPORTANT TO
FOCUS ON GREAT
CONTENT AND UX

15. NEXT STEPS
1 2
AUDIT
REVIEW
CONTENT
PERFORMANCE
ANALYSIS
3
STAKEHOLDER
INTERVIEWS
4
✖ ✖ ✖
SOCIAL
STRATEGY
DEVELOPMENT