seeding strategies --> hinz et al., 2011 Flashcards
degree centrality
number of direct ties
hub = high
fringe = low
betweenes centrality
share of shortest paths that pass through a node
bridge = high
hubs as early adopters
better informed because they are exposed to innovations earlier as a result of multiple social ties
due to normative pressures and status positions
fringes as early adopters
more susceptible to adopting new product because they are less conservative
less information overloaded
brigdes on network reach
can forward messages to different parts of the network
allows viral message to break out of an already affected network cluster
hubs on netowrk reach
‘foster spread of disease’
ensures rapid diffusion and attractive for seeding?
UNCLEAR
hubs on conversion rates
effective bs they act in accordance with their own recommendation
BUT success rate per recommendation decreases when no. of recs goes up
OVERALL UNCLEAR
thus –> seeding to well-connected people = ?
most successful –> likely to participate and spread the message to others
reach over influence
well-connected people do not have more influence than those that are less well-connected
is the key factor for viral diffusion
FINDINGS on high degree and high betweenes
high degree and high betweeness seeding strategies yield comparable results
where should marketers seed?
hubs or bridges instead of fringes and random
hubs awareness over influences
create awareness and spreading
shorter referral chains
compared to fringes
why don’t hubs influence
not more persuasiva referrers
not better selectors of referral targets
hubs and bridges effectivity
52% more > random seeds
hubs and bridges successfulness over fringes
8x more
