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I have recieved by email this document published by Razorfish. I could not find the source of the document, otherwise, I would have put a link to its original location...
The document present the 10 main trends of social marketing. In a nutshell, social marketing will last, it will change many things (from advertisement to customer relationship), and you must now take into account what the author calls "the third dimension of marketing (after "brand marketing and direct response"): influence marketing.
In the word of networks, each individual is a node that can either broadcast a message or stop transmitting it.
How can you know if someone will be willing to transfer an information to his own network?
It may be difficult to predict whether this individual will agree with the content of the message (try to convince me to say that cars in Paris are great!).
But this is the role of marketers, whose job is to understand the expectations and values of their clients, or more generally, their community. And provide the best messages. But this is not enough! You also need to know if the individual has the capacity to transfer the message. These two conditions (willingness and capacity) are mandatory.
And the second one is our job, at Alenty. The capacity of influence depends on the individual's network. Each member of this subnetwork must have the same characteristics of willingness and capacity. The capacity of influence of one individual depends on the capacity of influence of each member of the individual's network. And so on, recursively.
So, this is much more complex to compute than, say, the opportunity to see an advertisement... This capacity depends on the way the individual communicates and the way his network receives the information.
These two notions correspond to community engagement and efficiency. Both belong to our core method of social network analysis.
The temperatures that you see in Who's Hot are the result of this recursive analysis of engagement and efficiency of each member of the community. In other words, our Alenty degrees are a metrics of social influence.
But this is the role of marketers, whose job is to understand the expectations and values of their clients, or more generally, their community. And provide the best messages. But this is not enough! You also need to know if the individual has the capacity to transfer the message. These two conditions (willingness and capacity) are mandatory.
And the second one is our job, at Alenty. The capacity of influence depends on the individual's network. Each member of this subnetwork must have the same characteristics of willingness and capacity. The capacity of influence of one individual depends on the capacity of influence of each member of the individual's network. And so on, recursively.
So, this is much more complex to compute than, say, the opportunity to see an advertisement... This capacity depends on the way the individual communicates and the way his network receives the information.
These two notions correspond to community engagement and efficiency. Both belong to our core method of social network analysis.
The temperatures that you see in Who's Hot are the result of this recursive analysis of engagement and efficiency of each member of the community. In other words, our Alenty degrees are a metrics of social influence.