Welcome to one another in our series of discussions with some of the most one acted on, entrepreneurs, authors and experts in Business today. Michael Wu, principal scientist lithium technologies, Analytics, and Brent Leary spoke about in this interview. WU's job is to "dig into the social interaction and group behavior in online communities and social networks with complex dynamics." This article has been modified since the publication. Hear the entire interview, gray and black, the speaker icon in the post (see the right "About the author" section above) at the end of the audio down to the page.
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Small Business trends: the land of the State of California, Berkley With PhD, Biophysics, how you doing what you can do with lithium?
Michael Wu: In some sense, it is a natural progression. I have concluded his career with the PhD-is using mathematics and host-list loose model brain works, and now is, how do I use mathematics and statistics of the same type and model of the social functioning of the system. There are a lot of similarities, because the social system is essentially a group conversation, communication, and interaction with people. Neurosystem is a group of neurons connected synapses.
Small Business trends: Could you talk a little bit what the impact is particularly online influence, and why it is so important to businesspeople?
Michael Wu: My definition of a high level, is that the effect of changing or someone else has thought features ability. You can either change the climate of opinion or of someone or something or change the information in the emotions of their actions. The purchase of a friend, staying loyal – all of these initiated are a change in behavior.
It matters How you do it too, because you can do it by force. It can be used to make temppujen or frustration. You must not influence them then. The goal should be fully aware and willing to change their actions or their mind. It seems to be a high level.
How is this important for business? The easiest way to explain it is to think about the purchase channel. Most people in the Business know this concept. The levels of AIDA funnel – awareness, interest, desire and action. Operation is the final level.
When would you like to stay at any one move is unaware of the product into awareness, you can change their mind. If you are interested in the knowledge of the product, you can change their mind. When you move along the top of the purchase funnel with three layers, you are changing their mind-until the last level when you change their behavior as well.
Small Business trends: What effects do vaikuttajia?
Michael Wu: Lithium Technologies, we have about 10 years from the date on which the data of more than 200 communities. We have been able to quantify some random person's vaikuttajia compared to the effects of the community.
Typically, users will try to start some message to some of the seed – we call it seed routing on the population. Selecting seed routing on the population is very important, because if you choose a random user and influencer than seed routing on the population, the result is quite different. If the word-and your mouth with vaikuttajia seed, you can get almost 50% of the [more].
Small Business trends: So [vaikuttajia are] very important. But how do you find vaikuttajia?
Michael Wu: Most people are concerned only with the vaikuttajia. But the reality appears to be associated with the two parties: the influencer and the target. Evaluated, the influencer is not found, because what the target wants to influence what you want to find the influencer.
We found six different factors that will affect the way that seems to convey the influencer. The first is the of the credibility of the domain. The credibility of the domain, it means the influencer or knowledge of the specific domain. Does any thing as universal vaikuttajia.
The second factor is high bandwidth. Bandwidth is the ability to provide expertise, in particular, the influencer social media channel. [Includes factors such as] the number of followers, they tweet per day, or how often the amount of time they are posted to the blog. They are all tangible, measurable things.
The next the contents of the you want to share must be relevant to the item. If the target wants to buy your camera and influencer is specialized in gardening that is not going to work.
Most people, the author is one of the views of the the timing of the. The interests of the people and for the credibility of the change over time. This year may receive expert sports car expert camera next year.
The next the alignment of the channel. That means if your influencer and your objectives are, it would be better is in the same place. If the item is in a certain age and they use Twitter is useless for finding YouTube or LinkedIn influencer. The same applies to [geography]. If an item in the [client] in New York, is a useless influencer can be found in L.A.
Finally, the last element is the target or Trust confidence. Whether or not the influencer's credibility, the importance of bandwidth, or does not matter if the destination does not trust him. To propagate and influence, you will have all six of these factors.
Small Business trends: what is the best way to get ONBOARD with the influencer and connect?
Michael Wu: In the community, a group of Likeminded people, where the vaikuttajia occurs naturally. How you can reward these vaikuttajia so they will work to create value for co for all? The traditional belief is, don't give them money because the money to corrupt everything.
There is some truth in it. People who are there to help, if you pay them, you may feel that you pay only a little money in no time. And people who want to raise money for the [help] is [really] help, which creates a negative user experience, and usually leads to the downfall of community.
But the economic reasons are not always bad. We have a case study, GiffGaff, which is based on U.K. mobile networks. They advertise themselves "company," as they consider their really low overhead.
The community to help them to provide customer service, marketing, and even k. reward members in two ways. One is a token of appreciation, kudos, but they also provide them with free minutes of their monthly bill. That financial reward, and seems to work.
It turns out to be the most important distinction is whether or not the reward of negotiable or not transferable. Money is transferable, but the free minutes only apply to Member. The fact that the reward is a siirtokelvottomia means, has a unique and special. What makes this type of reward work.
Small Business trends: where people learn more about you and ask you to read more?
Michael Wu: The blog is at the Lithosphere.
Brent Leary is a CRM Essentials and the book of "Barack 2.0: social media lessons for small business." Brent is serving the Toronto University CRM Center of excellence, the Advisory Board, writes the Inc.com's technology site, and blogs are a social CRM-column BrentLeary.com
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