The document discusses how ordinary consumers can now influence mass audiences through web 2.0 technologies and social media. It identifies six motivations for using social networking sites such as need to belong, entertainment, communication, information, commercial value, and self-expression. Barriers to social media adoption include privacy and technology issues. Tips are provided for making Facebook posts more persuasive like tagging influencers, making participation seem easy, choosing a target behavior to ask people to do, connecting to a goal, and constraining the time for action.

1. How to create Digital Influence Christel De Maeyer Howest – The Studios

2. Creation and dissemination of media content has been a constant in our world for 100 of years, the potential for an ordinary consumer to communicate with and influence a mass audience has just recently been achieved with the advent of web 2.0 technologies. Source Digital Media and Advertising – User Generated Consumption Matthew S. Eastin, Terry Daugherty & Neal M. Burns ©2011

3. The internet has become a place where traditional forms of media entertainment can also converge and be offered to consumers in a time and place that is most convenient for them. User-centric model versus publisher centric model Source Digital Media and Advertising – User Generated Consumption Matthew S. Eastin, Terry Daugherty & Neal M. Burns ©2011

4. Sex, lies and videotapes Blogs, social networks, microblogging Target audience, friends and family are not your audience Think clearly before you start Networks come and go, blogs are here to stay

5. Motivation for social networking site adaptation: Six motivational factors are indentified from literature and are expected to influence sns for adaptation: Need to belong Entertainment Communication Information Commercial value Self expression 2 bariers for non adaptation: Privacy Technology Source Digital Media and Advertising – User Generated Consumption Matthew S. Eastin, Terry Daugherty & Neal M. Burns ©2011

6. Social networks

7. Social Glue How communities work Connections Time Followers Influencers Following Broadcasting model

9. Source: Micro-documentaries, Ben Henretig

10. Tips to make facebooks more persuasive 1) Tag 6 friends or influencersTagging is a powerful way to elicit a response from friends or other potential ambassadors. Those tagged in a post are much more likely to respond / take the target action, as they receive an alert from Facebook that they have been tagged. In order to tag somebody in a post, you type an @ sign then type the full name of the person/people you would like to tag separated by commas after the body of the post. 2) Make it seem easy to participateTell people how long it will take to watch & take action on the video (ie, “Take two minutes to watch this video...”). People will be more likely to respond if they understand how little time it will take them to take action. 3) Choose a target behavior (comment and/or like) and ask!People often won’t take action unless you ask, so it’s important to prompt your audience to comment or like the video after viewing. 4) Connect the post to a goalArticulate an organizational goal - or a campaign goal - for participation so that viewers know why their action is meaningful. 5) Constrain the time horizon for actionScarcity motivates action. So when people think they have limited time to take action (think infomercials), they will be more likely to take action now rather than delay.

12. Global Art Project music video for ‘Ain’tno grave

16. Dragonfly effect Source Jennifer Aaker – Andy Smith

17. BJ Fogg model

18. Keeping people and make them return

19. Mobile and platform winners Those who can integrate ‘Hot triggers’ in a platform which can make little/subtle changes Closed Walled garden Open

20. Thank You christel.de.maeyer@howest.be