Friday, January 30, 2009

How influence really works

Cover of "Herd: How to Change Mass Behaviour b...Cover via Amazon

Mark Earls is heading up a cracking free session at NESTA on Feb 9 in London.

If you want a clue about how this influence stuff really works, I'd rate this one as unmissable.
All the details.

Book your place.

Mark is The Man when it comes to communicating Herd behaviour (hence his book Herd, right, and twitter moniker @herdmeister).

You'll also find him among the consulting network at BrandoSocial, I've been building :-)
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Thursday, January 29, 2009

TwitterFriends - joining the dots


TwitterFriends. If you tweet, try it.
Twitter is a fantastic enabler of adhoc real-time self-forming communities of purpose.

Which means some connections are more important/relevant to you than others on a daily/hourly/by-the-minute basis. Some have more influence.

TwitterFriends helps you visualise that. The image here is just one of the many ways in which it cuts up and displays the data about the networks you share.

It's the kind of thing that has the potential to be really valuable in enabling the measurement of influence - something which is essential in empowering conversational marketing, but which also changes by the minute and by the interaction.

As I noted previously, measuring influence is complex (not complicated) it depends on:

  1. Me sticking to my brief – you trust me to talk social media, future of publishing, impact of the power of the network etc. If I start giving you tips about horse racing you’re going to treat them with caution – at the very least.
  2. I remain consistent: If I give you a series of bum steers my value to you will rapidly reduce.
  3. 2 and 3 can mix. If I start giving you horse racing tips AND I am consistently right – you’ll value this new aspect (I’ll even attract new communities of purpose as a result.
  4. The result of 2 and 3 mixing can impact on those who followed me because of 1&2.
  5. The value of my influence can only be measured from the receivers point of view – recommendation happens in the mind of the receiver.
  6. My influence among those who are yet to connect with me, but have the potential to through meta data is somewhere between 0 and infinity.
The toolkit to make THIS work is coming together... TwitterFriends gives us a glimpse.

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Wednesday, January 28, 2009

Worrying


"...the majority of Twitter is PRs, journos and indos... not playing any more, sorry." - LittleBoots

It does sometimes feel like that.

Pity littleboots didn't hang around a little longer and follow a few more back - she might have found a little more value in the connections.

I can't believe the 63,000+ people following @stephenfry are all PRs and journos, for example.

Lord I hope not...
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Tuesday, January 27, 2009

Trust can't be broadcast

Trust in the banks is down. I believe the expression is 'no shit, sherlock?'

Much more interesting than the bleeding obvious to me is the accelerating collapse in trust in advertising and traditional mass media.

(Image courtesy.)

This from Edelman's 2009 Trust Barometer release:

  • Trust in nearly every type of news outlet and spokesperson is down from last year.
  • Trust in business magazines and stock or industry analyst reports—last year’s leaders— decreased from 57% to 44% and from 56% to 47%, respectively.
  • Only 13% trust corporate or product advertising—down from last year’s low of 20%.
Let's say that again. Only 13% of people trust the ads now. That's assuming they are still accepting the interruptions.

Even more staggering, the figure for the UK is down to JUST 5%!

So let's assume you overcome our studied ignorance of ads in social media. Those whose attention is snared by them (remember folks, it's a 0.01% click-thru rate), of these, only 13% (5% in the UK) trust what they see, hear and read. So they're hardly likely to act on them.

Peer-to-peer recommendation however, of the kind we see inspiring purchases of products and services every day in social networks, in conversations between friends, is not interruptive and it is trustworthy.
  • Britain trusts media less than any other of the 20 countries surveyed (30%)
  • Traditional sources of information are on the wane and at an all-time low
  • Newspapers down 10 points at 19%;
  • Radio news down 20 at 33%
  • There is a Trust Bust in conventional Corporate Comms
  • Only 5%trust corporate/ product advertising; 15% for corporate website, press releases, live speeches - Edelman Trust Barometer, UK
More reason to explore models like this.

Trust in banking and business is down because of some very unusual economic factors.

Trust in mass media is down because of something much more fundamental. We've found ways to connect one to another - there is a new model which places trust in new places - in each other, in the edge - not the centre.

Trust can't be broadcast.

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P2PR Community open meet - Wednesday evening

An example of a social network diagram.Image via WikipediaThe P2PR community meets in person for the first time on Wednesday evening (Jan 28, 2009).
In some ways it's an example of how all this digital meta-data sharing works.

It started as a term, a set of ideas and an ensuing discussion on this blog.
It became a fully-fledged social network of its own.
And now it's taking on physical form.
You'll find us upstairs at the Coach & Horses, Greek St, London, from 7pm.

The internet is here to make our reality better - not to replace it.


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Monday, January 26, 2009

When Clay met Euan

Two of my favourite thinkers are in conversation tomorrow evening -Clay Shirky on the Folksonomy panel. This phot...Image via Wikipedia Clay Shirky (author of Here Comes Everybody -who I had the pleasure of interviewing for a video series on this blog last summer) and Euan Semple - who I'm chuffed to say is part of the BrandoSocial Consult network I've been putting together (disclosure I work for BrandoSocial).

It's virtual so everyone can sign up to attend.

Listen in from 2pm-3pm EST (that's 7pm-8pm UK, I think). Great use of an hour of your Tuesday, in my book.

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Three great things filtered, discovered and delivered to me, by you

My social Network on Flickr, Facebook, Twitter...Image by luc legay via FlickrHuman-powered search never ceases to amaze me.

It brings things to me I never knew I needed to know, with incredible accuracy.

In the days before always-on real-time access, there was an element of patience involved.

It was hard to conceive of the global phone-a-friend as a true competitor to the I-need-an-answer-now nature of algorithmic search.

But the more connected we become, with more relevant people (ad hoc real-time self-forming communities of purpose) the more competitive we become. We regularly beat the machine.

Ask a relevant question of your community of purpose and you'll more often than not be more satisfied with the result of that vs google.

Indeed because the content people share Is great metadata about themselves, as is the people they share with, We get better and better at finding the right people, with right results for us.

It's got to the point for me now that it is no longer a search function - at least not one activated by me at a certain point in time.

It's closer to human-powered RSS. The feeds are people, and the results of their discoveries are ready filtered to be truly relevant to me.

More than that, they are delivered to me at the moment we share purpose. There's no friendspam clogging up the inbox.

It's the most relevant, fastest and most trustworthy news channel I have.

There are three examples below. Discoveries I didn't know I needed to know - and could not of consciously searched for.

If it wasn't for my communities of purpose I would not know about any of them.

Metadata shared widely to enable communities of purpose to connect is already disrupting algorithmic search - the keystone to the wealth of the world's fastest growing company in history, google.

You can be sure if it can disrupt even this, there are few corners of the economy and society which will be untouched. This is just the start.

Those examples:

Each of these were delivered to me through the community of purpose I share via Twitter:

1. Awesome presentation on the future of social networks via charlene li (delivered via a dm recommending mashable's link from Jill Simon!)
Charlene Li talks about 'air' her take on the expression of metadata beyond silos.




2. The because effect in full effect, courtesy of Monty Python.Monty Python Puts Free Video Online, Sells 23000% More DVDs

3.Honda on the value of failure (which fits nicely with my take on evolutionary models in complex adaptive systems, fitness landscapes - like the economy and the internet.


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Friday, January 23, 2009

The top 150 advertising and marketing twitter users

With many thanks for the time and effort involved in compiling it to @armandoalves , here is the January 2009 list for the global top 150 twitter users with advertising and marketing blogs.

The list first appeared on armando's blog - A Source Of Inspiration. If nothing else, use it to discover a heap of new people you didn't know you needed to know.

FasterFuture is in there at 90.



twitter-power150

1 PR Squared @TDefren 253.26
2 Web Strategy by Jeremiah @jowyang 243.59
3 PR 2.0 @briansolis 238.85
4 Social Media Explorer @jasonfalls 231.66
5 Groundswell @charleneli 229.72
6 BlogWrite for CEOs @debbieweil 217.25
7 Micro Persuasion @steverubel 215.08
8 Strategic PR @prblog 215.06
9 jaffe juice @jaffejuice 214.71
10 Online Marketing Blog @leeodden 214.24
11 Twist Image @mitchjoel 213.76
12 Web Ink Now @dmscott 209.57
13 marketing ideas online @jimkukral 208.65
14 Church of the Customer @jackiehuba 208.4
15 Damn, I Wish I’d Thought of That! @Sernovitz 207.99
16 Influential Marketing Blog @rohitbhargava 207.29
17 Connie Bensen @cbensen 205.76
18 Personal Branding Blog @danschawbel 204.25
19 Consumer Generated Media @pblackshaw 204.11
20 GrokDotCom @TheGrok 204.05
21 Like It Matters @brianoberkirch 203.71
22 socialTNT @SocialTNT 203.55
23 ProBlogger @ problogger 202.32
24 HubSpot Internet Marketing Blog @hubspot 198.44
25 OnlineMarketerBlog @MarketerBlog 197.81
26 Marketing Nirvana @mariosundar 197.47
27 Occam’s Razor by Avinash Kaushik @avinashkaushik 192.63
28 [chrisbrogan.com] @chrisbrogan 192.19
29 Being Peter Kim @peterkim 192.15
30 The Flack @peterhimler 192.14
31 POP! PR Jots @jspepper 190.72
32 Movie Marketing Madness @CThilk 190.07
33 Global Neighbo[u]rhoods @shelisrael 189.99
34 Inside the Marketers Studio @dberkowitz 189.56
35 Noah Brier @heyitsnoah 188.76
36 Duct Tape Marketing @ducttape 188.08
37 Every Dot Connects @conniereece 187.64
38 hyku | blog @hyku 187.16
39 Marketing.fm @ericfriedman 186.38
40 Future of Social Everything @Furrier 184.67
41 Marketing Pilgrim @andybeal 184.39
42 ConverStations @mikesansone 183.34
43 Andy Wibbels @andymatic 183.3
44 Digital Influence Mapping @ jbell99 182.48
45 Forrester’s Marketing Blog @forrester 182.36
46 The Social Media Marketing Blog @scottmonty 181.61
47 Marketing Profs Daily Fix @MarketingProfs 181.52
48 Rex Hammock’s weblog @r 181.32
49 That Canadian Girl @vero 180.87
50 Communication Overtones @kamichat 179.88
51 russell davies @russelldavies 179.37
52 NowSourcing @nowsourcing 179.13
53 CenterNetworks @centernetworks 178.32
54 Beth’s Blog @kanter 177.83
55 After the Launch @shama 177.08
56 Media Orchard @orchardo 176.1
57 Young PR @paullyoung 174.9
58 Decker Marketing @samdecker 173.87
59 The Marketing Spot @themarketingguy 173.38
60 Crenk @crenk 171.87
61 Better Communication Results @leehopkins 171.74
62 Buzz Marketing for Technology @PaulDunay 171.55
63 Copyblogger @copyblogger 170.89
64 Neuromarketing @rogerdooley 170.41
65 Krishna De’s BizGrowth News @krishnade 170.33
66 My Name is Kate @mynameiskate 169.63
67 a shel of my former self @shel 168.53
68 bad banana blog @badbanana 168.31
69 Dave Fleet @davefleet 168.11
70 NevilleHobson.com @jangles 167.87
71 PitchEngine @pitchengine 167.69
72 Paul Isakson @paulisakson 167.08
73 Strumpette @amandachapel 166.48
74 The Social Customer Manifesto @ccarfi 166.11
75 Logic+Emotion @armano 166.02
76 Collective Conversation @DoctorJones 165.55
77 PR Works @DoctorJones 165.55
78 ShoeMoney @shoemoney 165.53
79 Super Affiliate Zac Johnson @moneyreign 165.51
80 Inbox Ideas @aweber 165.21
81 Pro PR @thornley 164.32
82 Marketing Begins At Home @davidparmet 164.22
83 adfreak @adfreak 162.07
84 Servant of Chaos @servantofchaos 161.12
85 Phil’s Blogservations @philgomes 160.47
86 Drew’s Marketing Minute @DrewMcLellan 160.16
87 Blogging Me Blogging You @edlee 159.14
88 Building Relationships Through SMM @jacobm 159.05
89 Get Elastic @roxyyo 158.97
90 Faster Future @davidcushman 158.84
91 Future Visions @jonburg 158.78
92 Ignite Social Media @brianchappell 158.53
93 A PR Guy’s Musings @stuartbruce 158.4
94 Todd And = Marketing & Media @toddand 157.25
95 Sugarrae SEO Blog @sugarrae 157.08
96 Friday Traffic Report @bendtheweb 156.9
97 Buzz Canuck @SeanMoffitt 156.73
98 advergirl @leighhouse 156.66
99 BrandFlakesForBreakfast @darrylohrt 154.98
100 Techno//Marketer @mattdickman 154.4
101 Brains on Fire @spike_jones 154.15
102 A New Marketing @mattjmcd 153.98
103 Make The Logo Bigger @mtlb 153.5
104 Canuckflack @canuckflack 153.42
105 Junta42 @juntajoe 152.73
106 The Buzz Bin @GeoffLiving 150.81
107 The Marketing Technology Blog @douglaskarr 150.39
108 Greg Verdino’s Marketing Blog @gregverdino 149.31
109 American Copywriter @americopywriter 149.25
110 The Viral Garden @MackCollier 147.95
111 Chris Garrett on New Media @chrisgarrett 147.59
112 Conversational Media Marketing @pchaney 147.4
113 Niche Marketing @AndyBeard 147.35
114 Gauravonomics Blog @Gauravonomics 146.73
115 Emergence Marketing @fgossieaux 146.62
116 What’s Next Blog @whatsnext 145.83
117 Diva Marketing Blog @TobyDiva 145.79
118 Corporate PR @ealbrycht 144.82
119 aimClear Blog @aimclear 144.81
120 Blogstorm @patrickaltoft 144.81
121 Adrants @adrants 144.08
122 Experience Manifesto @lbbinc 143.89
123 Brand Autopsy @BrandAutopsy 143.03
124 Modern Marketing @cherkoff 142.64
125 Church Relevance @kentshaffer 140.92
126 bizsolutionsplus @LewisG 140.54
127 Yoast - Tweaking Websites @jdevalk 140
128 The Future Buzz @adamsinger 139.66
129 Life Moves Pretty Fast @nylonmeals 138.89
130 Adspace Pioneers @juliancole 137.2
131 PR Blogger @stedavies 134.18
132 Dan Zarrella @danzarrella 133.81
133 Marketallica @ozguralaz 132.95
134 Cross The Breeze @crossthebreeze 132.37
135 WhoIsAndrewWee.com @andrewwee 132.26
136 From the Head of Zeus Jones @adrianho 132.19
137 CrapHammer @passitalong 132.01
138 DirectorTom @thomasclifford 131.81
139 PersonalizeMedia @GaryPHayes 131.55
140 Get Shouty @katiechatfield 130.78
141 The Bad Pitch Blog @laermer 130.45
142 Small Business SEM @mattmcgee 129.88
143 Small Business Branding @veraraposo 129.87
144 Seth’s Blog @sethgodin 128.88
145 Conversation Agent @ConversationAge 128.23
146 The Marketing Fresh Peel @FreshPeel 127
147 WATBlog @watblog 125.72
148 CK’s Blog @ckEpiphany 125.63
149 Talent imitates, genius steals @faris 123.98
150 ReveNews @djambazov 123.95
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Thursday, January 22, 2009

Rule books being ripped up

Interesting times: Times in which Youtube overtakes yahoo as No2 search engine; and in which twitter is overtaking digg.
Even the new order is being reshuffled.

Wednesday, January 21, 2009

Alan Moore on engagement, his journey to the networked world and his next book

Alan Moore - one of the most influential people on my own journey to the networked world - tells us about his journey.



Blown away to be able to say Alan has joined me in a network of the very best consultants - people who all have a deep understanding of the power of the network - which I'm putting together at BrandoSocial.


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Tuesday, January 20, 2009

Obama's speech as a tag cloud and word tree

Via Paul Valach



From ManyEyes Alpha works
Via Doc Searls

Measuring influence is complex, not complicated

An individual’s ‘grading’, ‘influence’, ‘fame’ or however else you wish to describe it is no longer about who gets the biggest number. It is all about relevance.

I outlined that in a chapter of The Power of The Network and you can also find the thinking here
I’m relevant to you if you’re reading this blog. So my influence may be reasonably high. But it only remains so if:
  1. I stick to my brief – you trust me to talk social media, future of publishing, impact of the power of the network etc. If I start giving you tips about horse racing you’re going to treat them with caution – at the very least.
  2. I remain consistent: If I give you a series of bum steers my value to you will rapidly reduce.
  3. 2 and 3 can mix. If I start giving you horse racing tips AND I am consistently right – you’ll value this new aspect (I’ll even attract new communities of purpose as a result.
  4. The result of 2 and 3 mixing can impact on those who followed me because of 1&2.
  5. The value of my influence can only be measured from the receivers point of view – recommendation happens in the mind of the receiver.
  6. My influence among those who are yet to connect with me, but have the potential to through meta data is somewhere between 0 and infinity.

Complex, isn’t it?
I've explored this in a more detail on the BrandoSocial blog, which I'd like to introduce you to, right here, if I may.

By way of disclosure; BrandoSocial is where I work four days a week.

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FasterFuture.blogspot.com

The rate of change is so rapid it's difficult for one person to keep up to speed. Let's pool our thoughts, share our reactions and, who knows, even reach some shared conclusions worth arriving at?