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Curation, Social Business and Beyond
Covering the ongoing evolution of curation & beyond; the impact & innovation http://xeeme.com/JanGordon
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Who Really Gets People To Buy On Social Media Influencers or Early Adopters?

Who Really Gets People To Buy On Social Media Influencers or Early Adopters? | Curation, Social Business and Beyond | Scoop.it
According to findings of a new study by the Webby Awards, Social Media platforms really do allow people to influence the purchasing activities of their connections. The strategic question remains, however: who actually gets people to buy? Some social media experts say you must win the “influencers” to your cause and make them your advocates....
janlgordon's insight:

This article is from Yahoo Small Business Advisor -  (It was originally posted on B2CommunityI) I selected it because the answer is something that all of us need to know. Is it a combination of both?

Take a look at some of the findings below:


According to  new study by the Webby Awards Social Media platforms really do allow people to influence the purchasing activities of their connections. The strategic question remains, however: who actually gets people to buy?


* The data from the Webby Awards study clearly demonstrates that word of mouth product/service endorsement remains powerful and that word of mouth influence is strong on social media platforms.


Here is the first data point:


The first data point is that 56 percent of American adults aged 18 – 44 have been the first in their circle of friends to try a new product, service or technology.


Here's what caught my attention:


We also know that “influencers” hold sway over the opinions of many social media users when making product, service or technology choices. Unfortunately, the data will not answer the critical questions small business owners and marketers must answer:


  • Are influencers and early adopters the same people for a particular product, service or technology?
  • If they are not the same people, which group has the greatest influence with prospective customers or clients?


Selected by Jan Gordon for Curatti covering Curation, Social Business and Beyond


Read more here: [http://yhoo.it/1fxlewE]


Stay informed on trends, insights, what's happening in the digital world become a Curatti Insider today

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Neil Ferree's curator insight, February 4, 2014 3:36 PM

Social Content Marketing is no longer an Option.


Our web traffic will live or die on how well we engage in social media. Google Plus and Facebook and Twitter and Pinterest and YouTube and LinkedIn and Yelp are all part of our social sphere of influence.

Randi Thompson's curator insight, February 6, 2014 9:43 AM

Those are pretty good numbers.  6 out of 10 people are not buying products because other people have shared them.  Who would have thought?

renata mello's curator insight, February 21, 2014 11:10 AM

Can we really influence people? Should we just listen to what they have to say and tell stories and ways to help them?

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The Influence Landscape: The Evolving Power of Shapers & Influencers

The Influence Landscape: The Evolving Power of Shapers & Influencers | Curation, Social Business and Beyond | Scoop.it
What will be the impact on your business of changing global trends such as: shifting macro economics, social and geopolitical trends, globalization, the increasing influence of the BRIC nations, climate change, food/water and other resource...
janlgordon's insight:

This article is from Globaltrends - I selected it because I thought they did an excellent job of examining the emerging influence landscape, some of its potential implications, how businesses can leverage this information and raised some thought-provoking questions to ponder as we move forward.......


Influence is Power


Essentially influence is about power, the ability to shift the actions, attitudes and behaviors of others, to be a compelling force leading the way towards a goal, an aspiration or a way of living or working.


Jan Gordon comment:


Curators of content, news and information who provide insights and context will play an important role in shaping the future of influence.


Here are a few highlights: 


Identifying who are the shapers and influencers is just the start of mapping the influence landscape. 


*In today's world knowledge and skill are never enough--unless you possess the influence to make the world take notice.


There are three other key elements to understand:


  • the organizations and communities, which interact with the shapers and influencers to determine the rules of engagement
  • the networks, channels and aggregators through which influence travels  
  • the individuals and their roles who are shaped by influence

 

Making Sense of the Influence Landscape: Implications for Business

Understanding the landscape of influence and its shifting power structures is critical for businesses today and will become more so in future. 

Businesses that actively understand and manage influence have tremendous opportunities

Here are an example:
 
Tap into the value of entire networks, rather than that of individuals alone, e.g. pricing products or services according to an individual’s influence power, to maximize potential network value versus individual value.


What’s Next?


The influence landscape is dynamic.  The one certainty is that it will continue to shift more rapidly, raising the question of what’s next? 


How will power bases shift if we learn to manage the landscape and its underlying technologies better? 


Who will be the next generation of shapers and influencers – and how do we connect with them?


Selected by Jan Gordon for Curatti covering "Curation, Social Business and Beyond"


Read full article here: [http://bit.ly/1fwR2iF]

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Global Trends Team's comment, October 3, 2013 4:27 AM
Thanks to all for sharing. Just came across this article on influence which may also be of interest: http://blogs.imediaconnection.com/blog/2013/10/01/is-influence-dead/
Sebastien Caron's curator insight, October 19, 2013 3:10 PM

The Social Business transformation have brought to the enterprise, properties of political systems. Therefore, mapping and monitoring your network of influencers should become part of your operations. 

Matthew Quetton's curator insight, October 21, 2013 12:25 PM

Insightful article of how you can map and manage the influence within your business ecosystem.

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Is Influence Moving Prospects From Likes To Buys? [Infographic]

Is Influence Moving Prospects From Likes To Buys? [Infographic] | Curation, Social Business and Beyond | Scoop.it

This piece is from Socialmouths, here are some interesting findings from Coupon Cabin's infographic:


Jan Gordon:


Nothing is written in stone, the research says younger people are more inclined to follow recommendations about products or services from their friends than people over 55. I personally think that is changing as social communities evolve.


Excerpt:


"we keep trying to close the gap between discovery and recommendation through Social Media and actual sales. 


**Are Likes eventually turning into Buys?


Here's one highlight that caught my attention:


 The reason social media users are following brands divided by gender –


**The study by Burst Media says the #1 reason is to keep up with content. In my opinion, people follow a brand to get something in exchange, a discount or special deals. I might check out a brand to learn something about it but that doesn’t mean I will “follow” that brand.


18% of social media are influenced by friends behavior – This is what we have talking about to small business, look at social media as a discovery and recommendation engine. This is the core of Earned Media.


**People are influenced by their friends much more than by any advertising.


**The “Age Factor” –


**Individuals under 35 are more likely to be influenced by their friends behavior than a 55 year-old


**There are a lot of elements to play with here but it’s basically just human nature, younger people rely more on others opinions than a 55 year-old.


**Which doesn’t mean you should ignore this, it is very important that you consider these things when approaching your audience.


Selected by Jan Gordon covering "Curation, Social Business and Beyond"


See article and infographic here: [http://bit.ly/MYSIZO]


Infographic courtesy of: Coupon Cabin

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The Rise And Rise Of Influence

The Rise And Rise Of Influence | Curation, Social Business and Beyond | Scoop.it

 This piece was written by Kit Eaton for Fast Company


Jan Gordon:


This article, along with the surveys and their findings, helps you to see  the power of influence.  You can see how it looks like from these perspectives and how you can leverage it individually and as a business :


**Brands as influencers


**Identifying influencers in your community and converting them to brand advocates


**influence measurement companies like Klout are here to stay and why it's important to be aware of them and how they measure you as an individual and/or a business


**What advantages influencers are starting to have as future employees, consumers purchasing products and services and what  the future may look like


Excerpt:


We're no longer living in the day when TV & newspaper ads told you what to buy. Today people are more inclined to make an informed opinion about purchases and many other new discoveries - based on the views of people we connect with online and through social media influence.


Here is a new survey by Initiative


The results are kind of amazing:


A huge 99% of the "top 10%" of influencers reported that their friends quiz them before making a big purchase.


This top 10% has a disproportionate influence on the opinions of others--because


72% of them access content in print, online and mobile form more than once a day, compared to just 18% of the bottom 10% of influencers.


A different study by Market Force underscored the fact that brands are leveraging social media to promote themselves


Embedded in the study were stats on the power of the average user to spread brand-related messages:


81% of U.S. respondents said posts from their friends directly impacted their decision on purchasing something


80% or respondents said they'd tried new things based on suggestions of friends.


Takeaway:


 Klout is contentious to say the least, however, and its algorithm (not unlike Google's) is both mysterious and controversial--leading to debates like this extended thread on Google Plus.**


But even if Klout falls by the wayside, measuring influence is such a powerful idea you can bet a different company will try to make it work.


Selected by Jan Gordon covering "Curation and Social Business"


Read full article here: [http://bit.ly/MfvJK1]

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Interview with Andrew Grill CEO of PeopleBrowsr (Kred): Timely and relevant

Interview with Andrew Grill CEO of PeopleBrowsr (Kred): Timely and relevant | Curation, Social Business and Beyond | Scoop.it

I posted this piece a few weeks ago and thought I'd do it again today because it's definitely something to watch in 2012.


I was on a tweet chat last night with the people from Kred and from what I heard, these people really are going to play a very important role in  reputation measurement. They seem to be transparent, willing to answer questions and respect the fact that we want to know how they come up with our scores.  They have a completely different system from their competitor.


Great interview by my friend, Robert Dempsey!


Robert Dempsey of Dempsey Marketing interviewed Andrew Grill, CEO of PeopleBrowsr, the developers of Kred.


Measuring online influence seems to be pretty hot in the marketing world these days.


The interview is split into 2 Youtube videos and will take 37 minutes of your time to watch them both, but


**I can assure you that if you have an interest in Influence Metrics, your time will be very well spent!


Here's a synopsis:


PeopleBrowsr pays Twitter for their Firehose.


For better or worse, this means that they have access to EVERY Tweet dating back to 2008 – a total of 55Bn (from approx. 100m @names) at the time of the interview, raising by approximately 1 billion each week, or 10,000 a second.


Each of us can imagine some possible negative ramifications for Twitter selling our Tweets to whoever pays the fee,


**but this particular project is all about helping people and businesses.


Grill sets up his thoughts on Influence by relating the difference between him being at a Networking event and traditional

advertising.


He would scope the crowd looking for people who look interesting, stand near them and listen for a while, finally interjecting himself into the conversation when he feels he can add something.


This, contrasting with the traditional method of advertising: going into a crowd with a megaphone!


Kred currently has two measurements:


Influence score by local community, It will create communities based around locale and sphere of influence.


He defines Influence as changing people’s minds or getting them to take an action.


Outreach score: This shows your generosity of sharing and thanking people for their tweets or recommendations


People will be able to go back any number of days to see tweets of people who interest them.


Kred will train people, not necessarily in how to raise their scores, bu]t in how to make use of what their numbers are telling them.


**Another aspect of Kred is that people can be awarded points for ‘offline influence’, such as awards they may have received



**Grill admits that it will be a couple of years before scoring platforms are able to bring people everything they might wish to see, but feels that we are on the right path.


Curated by Jan Gordon covering "Content Curation, Social Media & Beyond"


Read full article & listen to interview here: [http://bit.ly/sLc2el]

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What is Influence Marketing and Why is it So Important to Your Business

What is Influence Marketing and Why is it So Important to Your Business | Curation, Social Business and Beyond | Scoop.it
The reason people say, "it's not what you know, it's who you know" is that human relationships are essential for getting things done. P
janlgordon's insight:

This article was written by Evy Wilkins for Curatti on one of my favorite topics - the power of influencers and how marketers can leverage them to spread their message across social channels. Evy will be doing a series on Influencers for Curatti so be sure and follow this to stay informed on how you can can leverage this information in your business.


Jan Gordon:


We all know about social scoring, Klout, PeerIndex, Kred and they serve a purpose but don't help you pinpoint your potential audience.

It's important to find those people who influence people that would read your blog, purchase your goods and services.


Here are a few highlights: 


Who matters most to you?



To succeed in influencer marketing, you must recognize that influence is contextual. Without context, there is no influence. Your influencers depend entirely on what you are trying to accomplish.


Context depends on things like:


•    topics you care about
•    your intent or goal
•    the timing and location



These elements are different for everyone. So your influencers will be unique to you. To identify your influencers, start with your goal and work backwards.


Selected by Jan Gordon for Curatti covering Curation, Social Business and Beyond

 

Read more here: [http://bit.ly/1j78Xyj]

 

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janlgordon's comment, November 15, 2013 3:41 PM
John van den Brink, Thank you!
Kimberley Vico's curator insight, November 27, 2013 6:39 PM

Your definition to Influence Marketing...!

internetdoctor's curator insight, March 7, 2014 9:35 AM

This is a bit of an over-simplification when it comes to influencers and marketing.  Identification of the influencer is an extremely difficult task, but getting the influencer to influence for you and your business...ahhh...that may friends is the "Holy Grail".  

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Why Don't Companies understand Real Digital influence?

Why Don't Companies understand Real Digital influence? | Curation, Social Business and Beyond | Scoop.it
Influence is such a hot topic in the digital industry yet there remains widespread misunderstanding over how it works, argues Dr Michael Wu, Chief Scientist at social community specialists Lithium Technologies...
janlgordon's insight:

I selected this article today from WiredUK because, it's a very hot topic, more questions than answers. This piece addresses why scores are not enough and what needs to happen to present an accurate picture of true influencers.


Here are some highlights that caught my attention:


No one has any data on real influence


Explicit data that says precisely:


 *Who actually influenced who, when, on what and how


**Just because a vendor can assign an influence score to a user, it doesn't mean that score is measured.


To Truly measure influence, the vendor's influence meaasurement platform must do four things.


1. Track when a desired change or action taken by someone or a group of people (e.g. a purchase transaction has occurred)


2. Determine who influenced this purchase or action to donate to a charity, promote something, etc.


3. Prove that this purchase or action taken by someone would not have occurred otherwise (this is very hard to measure) If this purchase would've occurred anyway, then the influencer didn't actually cause any change


No influence platforms (e.g. Klout, PeerIndex, Kred, Radian6, etc.) actually measure influence as none does all four.


* All influence scores are computed via some algorithms. They are

result of computation, not measurement.


Takeaway: Influencer marketing has huge potential but as an industry we are far from realizing this potential.


** First, influence vendors must start paying attention to the influencees.


** Only by incorporating more attributes of the influencees into their model, can vendors move towards a true influence score.


Selected by Jan Gordon covering "Curation, Social Business and Beyond"


Read full article here: [http://bit.ly/12hWlhg]

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janlgordon's comment, December 15, 2012 12:56 PM
Robin Martin, thank you for rescooping this article and being a very loyal follower, I really appreciate it! I might not always be able to acknowledge everyone here because I am very busy launching Curatti at the moment and that is two full time jobs. Thanks again.
ThePinkSalmon's comment, December 15, 2012 9:22 PM
Very interesting!!
PaolaRicaurte's curator insight, December 16, 2012 9:21 AM

A really interest topic and something I've been trying to explain to some people: Social Network Analysis is science, nothing to do with your "cool" marketing tools...

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Social Influence Marketing is Hot - Here are 6 Trends to Watch

Social Influence Marketing is Hot  - Here are 6 Trends to Watch | Curation, Social Business and Beyond | Scoop.it

Another insightful piece by Mark Schaefer for his blog. Here's what you'll find in this article:


**understand your own influence in the marketplace individually and as a business 


**how to curate your audience, and discover if they are influencers, advocates or friends once you know this, there is good information and strategy to help you manage, leverage and utilize this knowledge in your business.


**what social influence measuring tools are out there today that are determining social influence   who is creating buzz, changing behavior and driving sales through recommendations and much more. 


**what tools are out there, what companies are moving into this space with better ways of determining who the influencers are and what this means to your business and to you as an individual and much more......


Intro:


"Social influence marketing is moving out of the experimental stage and into the mainstream. What's next?"


Here are a few highlights that caught my attention: 


Moving out of the lab


Mark Schaffer:


"I recently met with Azeem Azhar, the very bright and ambitious founder of PeerIndex and he noted that in 2012, social influence marketing and outreach programs are moving out of the “experimental stage” and into mainstream marketing budgets".


Connecting Online Conversations to Offline Buying Behavior


Many critics contend that online influence does not necessarily translate to offline buying behavior — but these dots are being connected very quickly.


In fact, it’s already happening. Whether we like it or not.........


Smart phones are going to auto-publish content to your Facebook timeline and other platforms


**where we are shopping, what we are listening to, what we are viewing.


**So it’s a simple matter of connecting your conversations with influencers to these actions.


 *More and more search results are including recommendations from your friends, which will also support connections between online and offline behaviors.


Over time, an actual dollar value will be assigned to your “influence power.”


Selected by Jan Gordon, covering "Curation, Social Business and Beyond"


Read full article here: [http://bit.ly/RPcWlg]

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What's Really Going on With Klout & Why it's Important to Your Business [infographic]

What's Really Going on With Klout & Why it's Important to Your Business [infographic] | Curation, Social Business and Beyond | Scoop.it

My friend Mark Bartikoski brought this article and infographic to my attention. It was posted on Business 2 Community..


Whether we like it or not, Klout is here to stay, brands use it to find influencers who will in turn become advocates, companies use it when they're interviewing perspective employees and many of our peers pay attention to it too.


Once scrutinized for its methods and criticized as being nothing more than an online zodiac, Klout has nevertheless secured its place in the social media...


Included in this piece is a tip sheet to help you raise your score.


How does Klout measure your score?


**The number of people you influence + how much you influence them + how influential they are = your Klout Score


What goes into your score?


**Retweets and mentions


**Comments, wall posts and likes


**Tips, to-do's, done


**Comments, shares, +1s


Each user gets 5 +K each day to distribute to other users they consider influential


Selected by Jan Gordon covering "Content Curation, Social Business and Beyond"


Read article and see infographic + tip shee

                   

:Infographic by: RM Sorg WallStreetBranding


Read article and see infographic here: [http://bit.ly/NhrOaZ]

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John van den Brink's comment, July 11, 2012 3:43 PM
Thanks Jan! Great post as always :)
janlgordon's comment, July 11, 2012 3:45 PM
John van den Brink
Thank you for kind words, I really appreciate you and your wonderful support!
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Measuring Online Influence & It’s Impact On Social Media

Measuring Online Influence & It’s Impact On Social Media | Curation, Social Business and Beyond | Scoop.it


Robert Dempsey of Dempsey Marketing interviewed Andrew Grill of PeopleBrowsr, the developers of Kred.


Measuring online influence seems to be pretty hot in the marketing world these days.


The interview is split into 2 Youtube videos and will take 37 minutes of your time to watch them both, but


**I can assure you that if you have an interest in Influence Metrics, your time will be very well spent!


Here's a synopsis:


PeopleBrowsr pays Twitter for their Firehose.


For better or worse, this means that they have access to EVERY Tweet dating back to 2008 – a total of 55Bn (from approx. 100m @names) at the time of the interview, raising by approximately 1 billion each week, or 10,000 a second.


Each of us can imagine some possible negative ramifications for Twitter selling our Tweets to whoever pays the fee,


**but this particular project is all about helping people and businesses.


Grill sets up his thoughts on Influence by relating the difference between him being at a Networking event and traditional

advertising.


He would scope the crowd looking for people who look interesting, stand near them and listen for a while, finally interjecting himself into the conversation when he feels he can add something.


This, contrasting with the traditional method of advertising: going into a crowd with a megaphone!


Kred currently has two measurements:


Influence score by local community, It will create communities based around locale and sphere of influence.


He defines Influence as changing people’s minds or getting them to take an action.


Outreach score: This shows your generosity of sharing and thanking people for their tweets or recommendations


People will be able to go back any number of days to see tweets of people who interest them.


Kred will train people, not necessarily in how to raise their scores, bu]t in how to make use of what their numbers are telling them.


**Another aspect of Kred is that people can be awarded points for ‘offline influence’, such as awards they may have received



**Grill admits that it will be a couple of years before scoring platforms are able to bring people everything they might wish to see, but feels that we are on the right path.


Curated by Jan Gordon covering "Content Curation, Social Media & Beyond"


Read full article & listen to interview here: [http://bit.ly/sLc2el]

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