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Social Media Influence + Contextually Relevant Content = Compelling Engagement

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I like Syfy. I’m rooting for Syfy. But as a guy who has spent a lot of time in the Social Media space, I worry about these ads I see during Upfronts Week here in New York.

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Syfy is suggesting that their audience is both highly engaged and influential. I’m sure they’ve got data that backs that up too, but these ads display either Syfy’s misunderstanding of social, or are willfully misrepresenting how social works. These ads may some pretty strong claims: Let’s take the images from left to right.

  • 12,000 people heard me rave about your hotel
  • I told 9,000 people what cell phone to buy
  • 10,000 people re-tweeted my movie review

A few questions here. First, are these people credible/relevant voices in the areas of hotels/consumer electronics/movie criticism? Would I value her hotel review any more than I would value her thoughts on political unrest in the Middle East or the best nail polish color for beach season? In other words, what is their relevance as an expert in these scenarios? Second, what is their reach? How many people follow the guy on the right so that he can generate 10,000 retweets? Here’s the tweet for the last movie review from Roger Ebert, certainly the most famous movie critic in this country.

 

JE here: Roger Ebert's final review, of Terence Malick's TO THE WONDER : http://t.co/la9fj5P2Dk http://t.co/7mkLWyfMYo
@ebertchicago
Roger Ebert

 

It got 1,300+ retweets. Ebert had about 844,000 followers, so to generate 10,000 retweets our Syfy-watching friend would have to have somewhere in the neighborhood of 8-10 million followers. For context, Bill Gates has about 11+ million followers. So yeah, I guess it’s possible for him to get 10,000 retweets, but they are presenting this guy as just a regular Joe, not some combination of Bill Gates and Roger Ebert. Check out this interesting Quora thread for a look inside social media numbers. Now let’s move to the gentleman in the middle. He just told 9,000 people which cell phone to buy, and presumably if you were, say Samsung or Nokia, and you advertised on Syfy, that could be a good thing. But did his comments resonate with those 9,000 people? How many went to the cell phone brand’s website, or added the phone to their consideration set? How many of those 9,000 were even in the market for a new cell phone? Or as Rob Clark, Director, Insights and Measurement at Edelman Digital, notes:

 

The person who influences me regarding what to eat for dinner is different than the one who influences my purchase of computer #SMMeasure

 

I get what Syfy is doing – they are selling their audience as a desirable target demo. They are selling them on the posters as a brand’secret weapon, “I’m your social media,” they tell the brand. I’ve made my share of ‘Top Influencers” lists, and I think they tend to be link bait for those creating the lists and an exercise in vanity for those on the lists. But things like relevance, reach and resonance are important. That’s why Traackr exists.

Here’s where I think Syfy is missing the boat: How are they creating an engagement strategy that ties the brands to the network’s programming in a relevant way? It doesn’t feel like they are connecting the dots. As an advertiser, I could reach the three above in a wide variety of ways, how is Syfy making my brand fit with the content that Syfy distributes? The logic they seem to be banking on is: Run an ad on our network, and our audience will tweet about you. But does it work that way? These people are fans of Syfy programming, not advertising from Syfy sponsors. If I’m watching Defiance on Syfy, I’m tweeting about the show – characters, plots, etc. – not about the latest spot from a hotel chain. That’s why context is so important.

If Syfy wants to sell Syfy viewers as a lever for advertisers, they have to make their advertisers contextually relevant to other audience memebers. Here’s where someone like Hyperactivate comes in. These guys are masters at building engagement around contextually relevant content. Entrepreneur magazine tabbed them as one of three startups to watch coming out of SxSW 2013. They’ve worked with brands like M&Ms, Ellen, Katy Perry, MLB and many more. They recently ran a social media-driven engagement campaign for a popular video game, and in some cases big engagement was driven by people who wouldn’t normally be called “influencers.” Hyperactivate explains:

“One user engaged through Facebook, where he only has 490 friends. From his single entry, he activated 25 people. From those 25 people, his reach grew to 6,077 with a total of over 200 clicks, and further people activated. Normally, this person wouldn’t be seen as any sort of influencer yet he’s activated a good amount of people and spread the brand message to an even larger audience.”

And now we get to the Duncan Watts v. Malcolm Gladwell argument regarding what an influencer is, and that’s not my main point. My point is, regardless of how you define influencer, or if you even believe in that at all, Syfy is playing a bit fast and loose with the true mechanics of social media and they are potentially missing the larger point around providing contextually relevant content. If Syfy wants brands to play ball with them, they need to make sure they are integrating the brands around the content that the Syfy audience has come to enjoy.

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Empire Avenue’s Social Media Silver Bullet

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If you’ve been reading the blog this week, or following me on Twitter or Facebook you know I’ve been obsessing a bit about Empire Avenue.  Is it a game, like Farmville? Yes.  Is it a way to engage in conversation in real-time like Twitter? Yes. Can you make connections for business like LinkedIn? Yes. Is is a way to ascertain someone’s Social Media influence, like Klout? Yes.  So, yeah, it’s pretty intriguing. I was going to write a big post about the different elements that make it so compelling, but then I read this post from Tal Baron on Five Reasons Why Empire Avenue Could Be The Next Big Thing In Social Media and he did a great job. So instead, I’m going to focus today on why I think it provides a particularly serious issue for sites like Klout and PeerIndex.

Empire Avenue factors your social media presence like Klout and PeerIndex. I’m sure they use different algorithms, but at the end of the day all three are going to provide you with some metric and you’re not going to get an 80 from one source, and 79 from another and a 6 from the third.  But Empire Avenue has a couple of elements the others don’t.

First, I can have a say in my score, or someone else’s via Empire Avene in a way I can’t with the other sites. Buy being able to buy stock I can help a person’s “influencer rating” go up. In fact, there are lots of things you can do on Empire Avenue to help lift your score. On Klout or PI, you check your score but it is what it is.  I’m not saying that makes for a better, more authentic score, just that with that ability, people are going to want to spend time on improving their Empire Avenue score – because they can.

And that’s the second killer part to Empire Avenue. It’s got a compelling game element that keeps you coming back (like Farmville). You could spend 3 or 4 minutes on PeerIndex. You could spend 3 or 4 hours on Empire Avenue.  I think Klout and PeerIndex are going to have to spend a lot of time explaining how their data is more pure, and the truly professional Social Media practitioners will understand the difference. But many people will be happy to look at stock prices and accept that a high stock price equals social media influence.

I think Klout especially, and PeerIndex to a smaller degree will have to look at adding elements to their sites now. Adding social rewards elements perhaps to keep people engaged. It’s a fascinating area and one worth watching.

What do you think? Can Empire Avenue compete with Klout and PeerIndex as a measurement of social media influence? Should it?  Will Empire Avenue just be seen as a game, or will brands view players with high stock prices as people worth engaging with and offering Perks to? Let me know what you think.

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