brief history of the 'opinion leader' concept / 2013 Parliamentary Elections in the Czech Republic / social media

1. winter semester 2013/2014
OPINION LEADERS
The Two-Step Flow of Communication
JAKUB RŮŽIČKA
jameslittlerose@gmail.com
cz.linkedin.com/in/littlerose

2. Let me introduce
myself

3. Jakub Růžička

4. Outline

5. Outline
The (hi)story of the
Opinion Leadership
concept
Research on the
Two-Step Flow of
Communication
theory
Are social media
changing the
paradigm?
2013 Parlimentary
Elections in the
Czech Republic
Research
Conslusions &
Discussion

6. Outline
The (hi)story of the
Opinion Leadership
concept
Research on the
Two-Step Flow of
Communication
theory
Are social media
changing the
paradigm?
2013 Parlimentary
Elections in the
Czech Republic
Research
Conslusions &
Discussion

7. The most influential
information sources
Who / What / How influenced you during the
last elections?

8. Opinion leadership theory/concept
communication
studies
media studies
marketing
sociology
research question
Who shapes our
opinions?
politology

9. The history of the concept
1930s

10. The history of the concept
Magic Bullet
Theory

11. The Two-Step Flow of Communication
Paul Felix
Lazarsfeld
3 Communication
Actors

12. Outline
The (hi)story of the
Opinion Leadership
concept
Research on the
Two-Step Flow of
Communication
theory
Are social media
changing the
paradigm?
2013 Parlimentary
Elections in the
Czech Republic
Research
Conslusions &
Discussion

13. Paul Felix Lazarsfeld‘s research
proof of the
importance of
F2F
communication

14. The most influential
information sources
Who / What / How influenced you during the
last elections?

15. Follow-up research
more sophisticated
research
methodology &
tools
referential groups
tradition & family
influences
general vs.
specialized
influencers
personality
strength
measurement
collective opinions

16. Before we‘ll move on...

17. Social Media

18. Outline
The (hi)story of the
Opinion Leadership
concept
Research on the
Two-Step Flow of
Communication
theory
Are social media
changing the
paradigm?
2013 Parlimentary
Elections in the
Czech Republic
Research
Conslusions &
Discussion

19. blog
rss
youtube
vimeo
foursquare
facebook
twitter
linkedin
google+
instagram
pinterest
flickr
picassa
reddit
digg

20. Social media
who is
who?
passive X
active users

21. Tracking & impact

22. The ‘value‘ of a fan
level of
influence
size of
network

23. Virality

24. Pareto‘s principle

25. Pareto‘s Principle & The Long Tail Concept

26. Outline
The (hi)story of the
Opinion Leadership
concept
Research on the
Two-Step Flow of
Communication
theory
Are social media
changing the
paradigm?
2013 Parlimentary
Elections in the
Czech Republic
Research
Conslusions &
Discussion

27. Research & data
2013 Parlimentary Elections
in the Czech Republic

28. ELECTION RESULTS
%
ČSSD
(Czech Social Democratic Party)
ANO 2011
(Action of Dissatisfied Citizens)
KSČM
(Communist Party of Bohemia and Moravia)
TOP 09
(Tradition Responsibility Prosperity 09)
ODS
(Civic Democratic Party)
Úsvit přímé demokracie
(Dawn of Direct Democracy)
KDU-ČSL (Christian and Democratic Union – Czechoslovak
People's Party)
Strana Zelených
(Green Party)
Česká pirátská strana
(Czech Pirate Party)
Strana svobodných občanů
(Party of Free Citizens)
SPOZ
(Party of Civic Rights – Zemanovci)
...
25.45% (1,016,829)
Tohle těch 7% rozdílu ve Fans
Hlavu vzhůru
(Cheer up - voting block)
(# of people)
18.65% (927,240)
14.91% (741,044)
11.99% (596,357)
7.72% (384,174)
6.88% (342,339)
6.78% (336,970)
3.19% (159,025)
2.66% (132,417)
2.46% (122,564)
1.51% (75 113)
...
0.42% (21,241)

29. ELECTION RESULTS
%
ČSSD
(Czech Social Democratic Party)
ANO 2011
(Action of Dissatisfied Citizens)
KSČM
(Communist Party of Bohemia and Moravia)
TOP 09
(Tradition Responsibility Prosperity 09)
ODS
(Civic Democratic Party)
Úsvit přímé demokracie
(Dawn of Direct Democracy)
KDU-ČSL (Christian and Democratic Union – Czechoslovak
People's Party)
Strana Zelených
(Green Party)
Česká pirátská strana
(Czech Pirate Party)
Strana svobodných občanů
(Party of Free Citizens)
SPOZ
(Party of Civic Rights – Zemanovci)
...
25.45% (1,016,829)
Tohle těch 7% rozdílu ve Fans
Hlavu vzhůru
(Cheer up - voting block)
(# of people)
18.65% (927,240)
14.91% (741,044)
11.99% (596,357)
7.72% (384,174)
6.88% (342,339)
6.78% (336,970)
3.19% (159,025)
2.66% (132,417)
2.46% (122,564)
1.51% (75 113)
...
0.42% (21,241)

30. ANO 2011
64.2k fans
62k total engagement

31. TOP 09
84.9k fans
46.5k total engagement

32. Outline
The (hi)story of the
Opinion Leadership
concept
Research on the
Two-Step Flow of
Communication
theory
Are social media
changing the
paradigm?
2013 Parlimentary
Elections in the
Czech Republic
Research
Conslusions &
Discussion

33. Conclusions

34. The most influential
information sources
Who / What / How influenced you during the
last elections?

35. winter semester 2013/2014
QUESTIONS & DISCUSSION
Opinion Leaders
The Two-Step Flow of Communication
JAKUB RŮŽIČKA
jameslittlerose@gmail.com
cz.linkedin.com/in/littlerose