Online Influence, at #FoDM econsultancy, by Karl Havard, TBG Digital

© 2012 TBG Digital

Online Influence:

How reliable and useful can online influence be?

© 2012 TBG Digital © 2012 TBG Digital @KarlHavard

All Mediocre PresentaCons Start with a DefiniCon


The “Science of Influence”


Why?


What Influences Behaviour

Achievement Altruism Efficacy Sharing Curiosity Excitement Adventure Autonomy Enjoyment Discipline Security Previous Experience


So….Why?


MoCvaCon Driving Behaviour

Self ActualisaCon

Self Esteem

Belonging

Safety

Physiological Food – Water – Shelter -‐ Warmth

Security – Stability – Free from Fear

Friends – Community -‐ Family -‐ Partner

Achievement – RecogniCon -‐ Respect

Fulfillment


Pride of Place in the Rubber Band Face Community


Social Networks Facilitate The Need to be Recognised “Twi&ering stems from a lack of iden5ty. It’s a constant update of who you are, what you are, where you are. Nobody would Twi&er if they had a strong sense of Iden5ty” Oliver James, Clinical Psychologist

“Twi&er is like a giant baby monitor. The person wri5ng wants to be at the forefront of your mind, nothing more.” Alain de Bo[on, Author of Status Anxiety

“Using Twi&er suggests a level of insecurity whereby, unless people recognise you, you cease to exist.” Dr David Lewis, CogniCve Neuropsychologist

“Any chance of an RT?”


Social Networks Facilitate The Need to be Recognised

Oliver James, not on Twi[er….yet.


Enter….


Enter….


The two current front runners…


Who’s More InfluenCal?

Mother Mons†er US President



Ex-‐Footballer CEO Facebook



A Meerkat Lord Sugar


And who is the most “InfluenCal” of all?


What if….


Influence is RelaCve

"Really getting into the knitting!!! Helps me relax after high-pressure world of the Premiership."

"OMG!! Eurozone debt problems can only properly be solved by true fiscal union!!! #comeonguys."


Beware!

Influence is born out of trust

•  Friends & Family •  Heroes & Icons •  Brands •  Niche communiCes

Not just a high score!

•  Influence can be posiCve & negaCve •  It has “influence” at every stage of the consumer journey •  Recall (Awareness & Interest) •  AOV (Conversion) •  CLV (MulCple Conversion & Loyalty) •  NPS (Advocacy & Trust)


A Final Thought

For the non-‐celebrity: It has been mathemaCcally proven: Your Klout Score is inversely proporConal to how busy you are.

Klou

t Sco

re

Busy-ness


Klouchebag

Karl HavardStrategy DirectorTBG Digitaltbgdigital.com

: http://twitter.com/karlhavard

: http://uk.linkedin.com/in/karlhavard

: http://gplus.to/karlhavard

Karl HavardStrategy DirectorTBG Digitaltbgdigital.com

: http://twitter.com/karlhavard

: http://uk.linkedin.com/in/karlhavard

: http://gplus.to/karlhavard

Date post:	17-May-2015
Category:	Business
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Online Influence, at #FoDM econsultancy, by Karl Havard, TBG Digital

Business