{"id":55378,"date":"2023-10-20T16:30:59","date_gmt":"2023-10-20T16:30:59","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/friends-with-benefits-or-the-untapped-long-tail-of-social-influence-startupsmart\/"},"modified":"2023-10-20T16:30:59","modified_gmt":"2023-10-20T16:30:59","slug":"friends-with-benefits-or-the-untapped-long-tail-of-social-influence-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/friends-with-benefits-or-the-untapped-long-tail-of-social-influence-startupsmart\/","title":{"rendered":"Friends with benefits or the untapped long tail of social influence &#8211; StartupSmart"},"content":{"rendered":"<div class=\"td-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"445\" height=\"352\" itemprop=\"image\" class=\"entry-thumb\" src=\"\/wp-content\/uploads\/2015\/03\/l_sharingecon445.jpg\" alt=\"\" title=\"l_sharingecon445\"\/><\/div>\n<p><strong>On many occasions I have continued to prompt, push and  advocate that social media influence is not really \u201clikes\u201d, nor is it  cute marketing campaigns to drive Facebook traffic.<\/strong><\/p>\n<p><strong><br \/><\/strong><\/p>\n<p><strong><em>The true commercial benefit of social media is the power of the recommendation.<\/em><\/strong><\/p>\n<p><strong><em><br \/><\/em><\/strong><\/p>\n<p>This week a report on social media from McKinsey Europe confirms this and adds weight to previous research on this matter.<\/p>\n<p>\u00a0<\/p>\n<p>The main outcome of this research points to the long tail of social  influence, which is largely untapped, and of which 50% relies on offline  recommendation not online social media. This suggests that for all the  social data being collected, it is not necessarily being used very  effectively to find the nuances of influence.<\/p>\n<p>\u00a0<\/p>\n<p>In marketing we see \u2018influencer programs\u2019 that are not actually  influencer programs. They outreach to bloggers in a bland way and do not  reach the peer-to-peer influence of the social net. It does not rely on  bloggers, but on \u2018friends of friends\u2019.<\/p>\n<p>\u00a0<\/p>\n<p>Key insights in building social media recommendations to consider are:<\/p>\n<ul>\n<li>Social recommendations induce an average of 26% of purchases across all product categories, up to 50% in some categories.<\/li>\n<\/ul>\n<ul>\n<li>Two thirds of the recommendation impact was directly at point of  purchase, a critical collusion between online sales and online reviews<\/li>\n<\/ul>\n<ul>\n<li>It\u2019s not just the search journey, but rather the comparison of  different attributes of a product that peer-to-peer reviews influence.  Also a first-time purchaser is 50% more likely to want to back up a find  on search with a social media recommendation of some kind before they  move further down the purchasing path.<\/li>\n<\/ul>\n<ul>\n<li>Travel, investment, over-the-counter pharmacy, all scored highly for  social media consumer recommendations, with influence as high as 50% of  a purchase decision<\/li>\n<\/ul>\n<ul>\n<li>Five per cent of people accounted for 45% of influence. I use 6%,  because of all the content on YouTube, 6% of the membership create the  vast majority of it. Most databases of most companies \u2013 6% of the  customers will truly be un-incentivized brand advocates.<\/li>\n<\/ul>\n<ul>\n<li>Positive comments outweigh negative one by three times the  influence. But don&#8217;t forget if you respond well and fast to a negative  comment on your business you can turn that round to your advantage.<\/li>\n<li><\/li>\n<\/ul>\n<p>Our marketing economy is now a peer-to-peer driven economy of  recommendation. Less weight is placed on simple star endorsement, but  more on comment.<\/p>\n<p>\u00a0<\/p>\n<p>It is a niche-driven long tail of community that drives the  recommendation economy. It is not an obvious thing you can tap into,  unless you are part of that niche community and understand its nuances.  No wonder marketers are struggling.<\/p>\n<p>\u00a0<\/p>\n<p>A study by ShareThis and the Paley Center with Beresford Research was  the first of its kind to apply scientific, statistical methodology to  the problem of determining the actual monetary value of a social share.<\/p>\n<p>\u00a0<\/p>\n<p>This research is a crucial milestone for product marketers and  publishers who no longer have to guess at the value of their social  campaigns, and instead can use the evidence-based model and findings  presented in this report.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cWe are seeing a fundamental shift in consumer purchasing behaviour,\u201d  said Lisa Weinstein, President, Global Digital, Data and Analytics at  Starcom MediaVest Group.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cThe explosion of social content like recommendations is having a  real impact in people\u2019s day-to-day lives, including what we buy and how  much we are willing to pay.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cWhile we\u2019ve known intrinsically that online engagement is important,  being able to quantify the monetary value of online recommendations and  sharing, as these findings do, is incredibly important for brands.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>So shouldn&#8217;t we apply KPI and ROI to our social media marketing using  industry data on recommendations impact on revenue and propensity to  purchase?<\/p>\n<p>\u00a0<\/p>\n<p>Sharing and recommendations influence consumers\u2019 buying decisions  more than brand or price, so smart ROI should be measured on a series of  metrics:<\/p>\n<ul>\n<li>Has a recommendation motivated your consumers to spend 9.5% more for a product or service?<\/li>\n<\/ul>\n<ul>\n<li>Have your ratings generated 6% additional value?<\/li>\n<\/ul>\n<ul>\n<li>Have your reviews generated 7% additional value?<\/li>\n<\/ul>\n<ul>\n<li>Have you tracked whether in-person recommendations generated 10.6% additional value?<\/li>\n<\/ul>\n<ul>\n<li>Professional reviews generate 10% additional value and intent to purchase \u2013 have your bloggers or PR commentators?<\/li>\n<\/ul>\n<ul>\n<li>An online share has a value of between 33 cents for a brand or store  recommended by a stranger, and $1.33 for brands recommended by friends  or family.&nbsp;Mobile devices account for twice as many shares as desktop \u2013  where does your social strategy fit in to this commercial modelling?<\/li>\n<li><\/li>\n<\/ul>\n<p>It is smart to measure and invest in social media recommendation, based on hitting some of these key targets.<\/p>\n<p>\u00a0<\/p>\n<p>The brands that start building sharing experiences and leveraging  recommendations through mobile devices via chat applications could  potentially tap into the long, lucrative and discreet tail of  recommendation.<\/p>\n<p>\u00a0<\/p>\n<p>The passive \u2018like\u2019 or \u2018heart\u2019, isn\u2019t the truth of the long tail of  recommendation, where through our mobile devices and chat applications  we genuinely share a recommendation or experience that will drive  purchasing preference from consideration to point of purchase.<\/p>\n<p>\u00a0<\/p>\n<p><em>Fi Bendall is the managing director of&nbsp;<a href=\"http:\/\/www.bendalls.com.au\/\" target=\"_blank\" rel=\"noopener\">Bendalls Group<\/a>, a team of highly trained digital specialists, i-media subject matter experts and developers.<\/em><\/p>\n<p>\u00a0<\/p>\n<p><em>This article was originally published on <a target=\"_blank\" href=\"http:\/\/www.smartcompany.com.au\/technology\/social-media\/47740-friends-with-benefits-or-the-untapped-long-tail-of-social-influence.html\" rel=\"noopener noreferrer\">SmartCompany<\/a>.<\/em><\/p>\n<div id=\"_mcePaste\" class=\"mcePaste\" style=\"position: absolute; left: -10000px; top: 0px; width: 1px; height: 1px; overflow: hidden;\">\n<p><strong>On many occasions I have continued to prompt, push and  advocate that social media influence is not really \u201clikes\u201d, nor is it  cute marketing campaigns to drive Facebook traffic.<\/strong><\/p>\n<p><strong><em>The true commercial benefit of social media is the power of the recommendation.<\/em><\/strong><\/p>\n<p>This week a report on social media from McKinsey Europe confirms this and adds weight to previous research on this matter.<\/p>\n<p>The main outcome of this research points to the long tail of social  influence, which is largely untapped, and of which 50% relies on offline  recommendation not online social media. This suggests that for all the  social data being collected, it is not necessarily being used very  effectively to find the nuances of influence.<\/p>\n<p>In marketing we see \u2018influencer programs\u2019 that are not actually  influencer programs. They outreach to bloggers in a bland way and do not  reach the peer-to-peer influence of the social net. It does not rely on  bloggers, but on \u2018friends of friends\u2019.<\/p>\n<p>Key insights in building social media recommendations to consider are:<\/p>\n<ul>\n<li>Social recommendations induce an average of 26% of purchases across all product categories, up to 50% in some categories.<\/li>\n<\/ul>\n<ul>\n<li>Two thirds of the recommendation impact was directly at point of  purchase, a critical collusion between online sales and online reviews<\/li>\n<\/ul>\n<ul>\n<li>It\u2019s not just the search journey, but rather the comparison of  different attributes of a product that peer-to-peer reviews influence.  Also a first-time purchaser is 50% more likely to want to back up a find  on search with a social media recommendation of some kind before they  move further down the purchasing path.<\/li>\n<\/ul>\n<ul>\n<li>Travel, investment, over-the-counter pharmacy, all scored highly for  social media consumer recommendations, with influence as high as 50% of  a purchase decision<\/li>\n<\/ul>\n<ul>\n<li>Five per cent of people accounted for 45% of influence. I use 6%,  because of all the content on YouTube, 6% of the membership create the  vast majority of it. Most databases of most companies \u2013 6% of the  customers will truly be un-incentivized brand advocates.<\/li>\n<\/ul>\n<ul>\n<li>Positive comments outweigh negative one by three times the  influence. But don&#8217;t forget if you respond well and fast to a negative  comment on your business you can turn that round to your advantage.<\/li>\n<\/ul>\n<p>Our marketing economy is now a peer-to-peer driven economy of  recommendation. Less weight is placed on simple star endorsement, but  more on comment.<\/p>\n<p>It is a niche-driven long tail of community that drives the  recommendation economy. It is not an obvious thing you can tap into,  unless you are part of that niche community and understand its nuances.  No wonder marketers are struggling.<\/p>\n<p>A study by ShareThis and the Paley Center with Beresford Research was  the first of its kind to apply scientific, statistical methodology to  the problem of determining the actual monetary value of a social share.<\/p>\n<p>This research is a crucial milestone for product marketers and  publishers who no longer have to guess at the value of their social  campaigns, and instead can use the evidence-based model and findings  presented in this report.<\/p>\n<p>\u201cWe are seeing a fundamental shift in consumer purchasing behaviour,\u201d  said Lisa Weinstein, President, Global Digital, Data and Analytics at  Starcom MediaVest Group.<\/p>\n<p>\u201cThe explosion of social content like recommendations is having a  real impact in people\u2019s day-to-day lives, including what we buy and how  much we are willing to pay.<\/p>\n<p>\u201cWhile we\u2019ve known intrinsically that online engagement is important,  being able to quantify the monetary value of online recommendations and  sharing, as these findings do, is incredibly important for brands.\u201d<\/p>\n<p>So shouldn&#8217;t we apply KPI and ROI to our social media marketing using  industry data on recommendations impact on revenue and propensity to  purchase?<\/p>\n<p>Sharing and recommendations influence consumers\u2019 buying decisions  more than brand or price, so smart ROI should be measured on a series of  metrics:<\/p>\n<ul>\n<li>Has a recommendation motivated your consumers to spend 9.5% more for a product or service?<\/li>\n<\/ul>\n<ul>\n<li>Have your ratings generated 6% additional value?<\/li>\n<\/ul>\n<ul>\n<li>Have your reviews generated 7% additional value?<\/li>\n<\/ul>\n<ul>\n<li>Have you tracked whether in-person recommendations generated 10.6% additional value?<\/li>\n<\/ul>\n<ul>\n<li>Professional reviews generate 10% additional value and intent to purchase \u2013 have your bloggers or PR commentators?<\/li>\n<\/ul>\n<ul>\n<li>An online share has a value of between 33 cents for a brand or store  recommended by a stranger, and $1.33 for brands recommended by friends  or family.&nbsp;Mobile devices account for twice as many shares as desktop \u2013  where does your social strategy fit in to this commercial modelling?<\/li>\n<\/ul>\n<p>It is smart to measure and invest in social media recommendation, based on hitting some of these key targets.<\/p>\n<p>The brands that start building sharing experiences and leveraging  recommendations through mobile devices via chat applications could  potentially tap into the long, lucrative and discreet tail of  recommendation.<\/p>\n<p>The passive \u2018like\u2019 or \u2018heart\u2019, isn\u2019t the truth of the long tail of  recommendation, where through our mobile devices and chat applications  we genuinely share a recommendation or experience that will drive  purchasing preference from consideration to point of purchase.<\/p>\n<p><em>Fi Bendall is the managing director of&nbsp;<a href=\"http:\/\/www.bendalls.com.au\/\" style=\"color: #73ba59; font-weight: bold;\" target=\"_blank\" rel=\"noopener\">Bendalls Group<\/a>, a team of highly trained digital specialists, i-media subject matter experts and developers.<\/em><\/p>\n<p><strong>On many occasions I have continued to prompt, push and  advocate that social media influence is not really \u201clikes\u201d, nor is it  cute marketing campaigns to drive Facebook traffic.<\/strong><\/p>\n<p><strong><em>The true commercial benefit of social media is the power of the recommendation.<\/em><\/strong><\/p>\n<p>This week a report on social media from McKinsey Europe confirms this and adds weight to previous research on this matter.<\/p>\n<p>The main outcome of this research points to the long tail of social  influence, which is largely untapped, and of which 50% relies on offline  recommendation not online social media. This suggests that for all the  social data being collected, it is not necessarily being used very  effectively to find the nuances of influence.<\/p>\n<p>In marketing we see \u2018influencer programs\u2019 that are not actually  influencer programs. They outreach to bloggers in a bland way and do not  reach the peer-to-peer influence of the social net. It does not rely on  bloggers, but on \u2018friends of friends\u2019.<\/p>\n<p>Key insights in building social media recommendations to consider are:<\/p>\n<ul>\n<li>Social recommendations induce an average of 26% of purchases across all product categories, up to 50% in some categories.<\/li>\n<\/ul>\n<ul>\n<li>Two thirds of the recommendation impact was directly at point of  purchase, a critical collusion between online sales and online reviews<\/li>\n<\/ul>\n<ul>\n<li>It\u2019s not just the search journey, but rather the comparison of  different attributes of a product that peer-to-peer reviews influence.  Also a first-time purchaser is 50% more likely to want to back up a find  on search with a social media recommendation of some kind before they  move further down the purchasing path.<\/li>\n<\/ul>\n<ul>\n<li>Travel, investment, over-the-counter pharmacy, all scored highly for  social media consumer recommendations, with influence as high as 50% of  a purchase decision<\/li>\n<\/ul>\n<ul>\n<li>Five per cent of people accounted for 45% of influence. I use 6%,  because of all the content on YouTube, 6% of the membership create the  vast majority of it. Most databases of most companies \u2013 6% of the  customers will truly be un-incentivized brand advocates.<\/li>\n<\/ul>\n<ul>\n<li>Positive comments outweigh negative one by three times the  influence. But don&#8217;t forget if you respond well and fast to a negative  comment on your business you can turn that round to your advantage.<\/li>\n<\/ul>\n<p>Our marketing economy is now a peer-to-peer driven economy of  recommendation. Less weight is placed on simple star endorsement, but  more on comment.<\/p>\n<p>It is a niche-driven long tail of community that drives the  recommendation economy. It is not an obvious thing you can tap into,  unless you are part of that niche community and understand its nuances.  No wonder marketers are struggling.<\/p>\n<p>A study by ShareThis and the Paley Center with Beresford Research was  the first of its kind to apply scientific, statistical methodology to  the problem of determining the actual monetary value of a social share.<\/p>\n<p>This research is a crucial milestone for product marketers and  publishers who no longer have to guess at the value of their social  campaigns, and instead can use the evidence-based model and findings  presented in this report.<\/p>\n<p>\u201cWe are seeing a fundamental shift in consumer purchasing behaviour,\u201d  said Lisa Weinstein, President, Global Digital, Data and Analytics at  Starcom MediaVest Group.<\/p>\n<p>\u201cThe explosion of social content like recommendations is having a  real impact in people\u2019s day-to-day lives, including what we buy and how  much we are willing to pay.<\/p>\n<p>\u201cWhile we\u2019ve known intrinsically that online engagement is important,  being able to quantify the monetary value of online recommendations and  sharing, as these findings do, is incredibly important for brands.\u201d<\/p>\n<p>So shouldn&#8217;t we apply KPI and ROI to our social media marketing using  industry data on recommendations impact on revenue and propensity to  purchase?<\/p>\n<p>Sharing and recommendations influence consumers\u2019 buying decisions  more than brand or price, so smart ROI should be measured on a series of  metrics:<\/p>\n<ul>\n<li>Has a recommendation motivated your consumers to spend 9.5% more for a product or service?<\/li>\n<\/ul>\n<ul>\n<li>Have your ratings generated 6% additional value?<\/li>\n<\/ul>\n<ul>\n<li>Have your reviews generated 7% additional value?<\/li>\n<\/ul>\n<ul>\n<li>Have you tracked whether in-person recommendations generated 10.6% additional value?<\/li>\n<\/ul>\n<ul>\n<li>Professional reviews generate 10% additional value and intent to purchase \u2013 have your bloggers or PR commentators?<\/li>\n<\/ul>\n<ul>\n<li>An online share has a value of between 33 cents for a brand or store  recommended by a stranger, and $1.33 for brands recommended by friends  or family.&nbsp;Mobile devices account for twice as many shares as desktop \u2013  where does your social strategy fit in to this commercial modelling?<\/li>\n<\/ul>\n<p>It is smart to measure and invest in social media recommendation, based on hitting some of these key targets.<\/p>\n<p>The brands that start building sharing experiences and leveraging  recommendations through mobile devices via chat applications could  potentially tap into the long, lucrative and discreet tail of  recommendation.<\/p>\n<p>The passive \u2018like\u2019 or \u2018heart\u2019, isn\u2019t the truth of the long tail of  recommendation, where through our mobile devices and chat applications  we genuinely share a recommendation or experience that will drive  purchasing preference from consideration to point of purchase.<\/p>\n<p><em>Fi Bendall is the managing director of&nbsp;<a href=\"http:\/\/www.bendalls.com.au\/\" target=\"_blank\" rel=\"noopener\">Bendalls Group<\/a>, a team of highly trained digital specialists, i-media subject matter experts and developers.<\/em><\/p>\n<p><strong>On many occasions I have continued to prompt, push and  advocate that social media influence is not really \u201clikes\u201d, nor is it  cute marketing campaigns to drive Facebook traffic.<\/strong><\/p>\n<p><strong><em>The true commercial benefit of social media is the power of the recommendation.<\/em><\/strong><\/p>\n<p>This week a report on social media from McKinsey Europe confirms this and adds weight to previous research on this matter.<\/p>\n<p>The main outcome of this research points to the long tail of social  influence, which is largely untapped, and of which 50% relies on offline  recommendation not online social media. This suggests that for all the  social data being collected, it is not necessarily being used very  effectively to find the nuances of influence.<\/p>\n<p>In marketing we see \u2018influencer programs\u2019 that are not actually  influencer programs. They outreach to bloggers in a bland way and do not  reach the peer-to-peer influence of the social net. It does not rely on  bloggers, but on \u2018friends of friends\u2019.<\/p>\n<p>Key insights in building social media recommendations to consider are:<\/p>\n<ul>\n<li>Social recommendations induce an average of 26% of purchases across all product categories, up to 50% in some categories.<\/li>\n<\/ul>\n<ul>\n<li>Two thirds of the recommendation impact was directly at point of  purchase, a critical collusion between online sales and online reviews<\/li>\n<\/ul>\n<ul>\n<li>It\u2019s not just the search journey, but rather the comparison of  different attributes of a product that peer-to-peer reviews influence.  Also a first-time purchaser is 50% more likely to want to back up a find  on search with a social media recommendation of some kind before they  move further down the purchasing path.<\/li>\n<\/ul>\n<ul>\n<li>Travel, investment, over-the-counter pharmacy, all scored highly for  social media consumer recommendations, with influence as high as 50% of  a purchase decision<\/li>\n<\/ul>\n<ul>\n<li>Five per cent of people accounted for 45% of influence. I use 6%,  because of all the content on YouTube, 6% of the membership create the  vast majority of it. Most databases of most companies \u2013 6% of the  customers will truly be un-incentivized brand advocates.<\/li>\n<\/ul>\n<ul>\n<li>Positive comments outweigh negative one by three times the  influence. But don&#8217;t forget if you respond well and fast to a negative  comment on your business you can turn that round to your advantage.<\/li>\n<\/ul>\n<p>Our marketing economy is now a peer-to-peer driven economy of  recommendation. Less weight is placed on simple star endorsement, but  more on comment.<\/p>\n<p>It is a niche-driven long tail of community that drives the  recommendation economy. It is not an obvious thing you can tap into,  unless you are part of that niche community and understand its nuances.  No wonder marketers are struggling.<\/p>\n<p>A study by ShareThis and the Paley Center with Beresford Research was  the first of its kind to apply scientific, statistical methodology to  the problem of determining the actual monetary value of a social share.<\/p>\n<p>This research is a crucial milestone for product marketers and  publishers who no longer have to guess at the value of their social  campaigns, and instead can use the evidence-based model and findings  presented in this report.<\/p>\n<p>\u201cWe are seeing a fundamental shift in consumer purchasing behaviour,\u201d  said Lisa Weinstein, President, Global Digital, Data and Analytics at  Starcom MediaVest Group.<\/p>\n<p>\u201cThe explosion of social content like recommendations is having a  real impact in people\u2019s day-to-day lives, including what we buy and how  much we are willing to pay.<\/p>\n<p>\u201cWhile we\u2019ve known intrinsically that online engagement is important,  being able to quantify the monetary value of online recommendations and  sharing, as these findings do, is incredibly important for brands.\u201d<\/p>\n<p>So shouldn&#8217;t we apply KPI and ROI to our social media marketing using  industry data on recommendations impact on revenue and propensity to  purchase?<\/p>\n<p>Sharing and recommendations influence consumers\u2019 buying decisions  more than brand or price, so smart ROI should be measured on a series of  metrics:<\/p>\n<ul>\n<li>Has a recommendation motivated your consumers to spend 9.5% more for a product or service?<\/li>\n<\/ul>\n<ul>\n<li>Have your ratings generated 6% additional value?<\/li>\n<\/ul>\n<ul>\n<li>Have your reviews generated 7% additional value?<\/li>\n<\/ul>\n<ul>\n<li>Have you tracked whether in-person recommendations generated 10.6% additional value?<\/li>\n<\/ul>\n<ul>\n<li>Professional reviews generate 10% additional value and intent to purchase \u2013 have your bloggers or PR commentators?<\/li>\n<\/ul>\n<ul>\n<li>An online share has a value of between 33 cents for a brand or store  recommended by a stranger, and $1.33 for brands recommended by friends  or family.&nbsp;Mobile devices account for twice as many shares as desktop \u2013  where does your social strategy fit in to this commercial modelling?<\/li>\n<\/ul>\n<p>It is smart to measure and invest in social media recommendation, based on hitting some of these key targets.<\/p>\n<p>The brands that start building sharing experiences and leveraging  recommendations through mobile devices via chat applications could  potentially tap into the long, lucrative and discreet tail of  recommendation.<\/p>\n<p>The passive \u2018like\u2019 or \u2018heart\u2019, isn\u2019t the truth of the long tail of  recommendation, where through our mobile devices and chat applications  we genuinely share a recommendation or experience that will drive  purchasing preference from consideration to point of purchase.<\/p>\n<p><em>Fi Bendall is the managing director of&nbsp;<a href=\"http:\/\/www.bendalls.com.au\/\" target=\"_blank\" rel=\"noopener\">Bendalls Group<\/a>, a team of highly trained digital specialists, i-media subject matter experts and developers.<\/em><\/p>\n<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>On many occasions I have continued to prompt, push and advocate that social media influence is not really \u201clikes\u201d, nor<\/p>\n","protected":false},"author":1,"featured_media":58133,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,17,23,13,1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/55378"}],"collection":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/comments?post=55378"}],"version-history":[{"count":0,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/55378\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media\/58133"}],"wp:attachment":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media?parent=55378"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/categories?post=55378"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/tags?post=55378"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}