Research: October 2008 Archives
On Friday I presented at our Razorfish Publishers Summit in LA to 400 publishers - the people on whose websites we buy media for our clients. I discussed what social influence marketing is, the new imperative for publishers and how it is up to them to deliver the social graph to advertisers. Here's the deck.
Businessweek and MediaPost are reporting that Google is going to study how influence actually works on social networks. This is a welcome change and if you've been reading this blog regularly, you can guess its something that I've been hoping for.
Now we don't know how exactly Google is going to do this but we do know what they're trying to do. They're trying to understand (as they should) which friends in a social graph play a bigger role in social influence than others. They're going to figure out which friends in my network do more to spread information, which start conversations rather than end them and which influence most other people to take specific actions.
Google is trying to create an influence rank, sort of similar to what folks like SocialMedia.com tried to do within the confines of a social network ad network (Facebook in their case). I can only manage how much easier it will be for them to sell ads once they have something in place especially if it also includes YouTube. Sounds pretty exciting, doesn't it? It is and a marketers dream.