1. “But what does this
person actually mean
for my brand?”
Introducing the Fourinsight Relative Social Influence
Measurement Framework for Individual Influence Analysis
Private & Confidential, Fourinsight Ltd © 2012

2. Battle of the influence Measurement
Brands
• Kred is rapidly taking over Klout for its transparency and community
strategy
Infographic: http://www.socialmediadelivered.com/2012/04/18/infographic-klout-vs-kred/
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3. Need a new approach to make
influence actionable for brands
• En-mass measurement
doesn’t work
• One size never fits all
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4. Individual influence is being looked at
but we are not there yet
• The complexities of Influence:
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5. Individual influence is being looked at
but we are not there yet
• The Influence Ripples
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6. Individual influence is being looked at,
but we are not there yet
• Pillars of Influence
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7. New question: What is the Relative Influence of
this conversation, to my brand?
• To answer this overall question, Fourinsight has identified 5 relative
influence factors which need to be analysed separately per individual:
Sentiment
strength
Customer
Topic expertise
experience
Brand
Network reach
engagement
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8. 1. Sentiment strength
• Relative Influence determined by Quant & Qual sentiment analysis
Detractors Fence Sitters Promoters
• QUANTITATIVE • QUANTITATIVE • QUANTITATIVE
• Negative sentiment • Neutral sentiment • Positive sentiment
• Scored 1-3 • Scored 4-7 • Scored 8-10
• QUALITATIVE • QUALITATIVE • QUALITATIVE
• Frequency of negative • Frequency of neutral posts • Frequency of negative
posts the same day/ week the same day/ week posts the same day/ week
• Frequency of negative • Frequency of neutral • Frequency of responses to
responses to comments responses to comments comments
• Strength of negative • Strength of negative or • Strength of negative
intentions displayed positive intentions intentions displayed
• Level of negative reactions displayed elsewhere • Level of negative reactions
provoked • Level of negative or provoked
positive reactions
provoked elsewhere
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9. 2. Topic expertise
• Relative Influence determined by Quant & Qual topic analysis
Watching & Talking the Stage Actors
waiting Talk
• QUANTITATIVE • QUANTITATIVE • QUANTITATIVE
• Low topic expertise • Medium topic expertise • High topic expertise
• Scored 1-3 • Scored 4-7 • Scored 8-10
• QUALITATIVE • QUALITATIVE • QUALITATIVE
• Frequency of low topic • Frequency of med topic • Frequency of high topic
posts the same day/ week posts the same day/ week posts the same day/ week
• Frequency of low topic • Frequency of med topic • Frequency of high topic
responses to comments responses to comments responses to comments
• Breadth of low topic • Breadth of med topic • Breadth of high topic
coverage displayed coverage displayed coverage displayed
• Level of low-topic • Level of med topic • Level of high topic
community involvement community involvement community involvement
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10. 3. Network reach
• Relative Influence determined by Quant & Qual network analysis
Selected Niche Fame Seekers Community
Leaders
• QUANTITATIVE • QUANTITATIVE • QUANTITATIVE
• Low network reach • Medium network reach • High network reach
• Frequency of posts to • Frequency of posts to • Frequency of posts to
network daily/ weekly network daily/ weekly network daily/ weekly
• Listed, followed and • Listed, followed and • Listed, followed and
number of channels number of channels number of channels
• Scored 1-3 • Scored 4-7 • Scored 8-10
• QUALTITATIVE • QUALTITATIVE • QUALITATIVE
• Quality of content shared • Quality of content shared • Quality of content shared
• Relative influence per • Relative influence per • Relative influence per
channel/ platform channel/ platform channel/ platform
• Level of outreach • Level of outreach • Level of outreach
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11. 4. Brand engagement
• Relative Influence determined by Quant & Qual brand relationship analysis
Seen each other Steady Dating In a Relationship
once or twice
• QUANTITATIVE • QUANTITATIVE • QUANTITATIVE
• Low brand experience • Medium network reach • High network reach
• Frequency of brand • Frequency of brand • Frequency of brand
engagement engagement engagement
• Brand mentions, social • Brand mentions, social • Brand mentions, social
interactions interactions interactions
• Scored 1-3 • Scored 4-7 • Scored 8-10
• QUALTITATIVE • QUALTITATIVE • QUALITATIVE
• Frequency of brand • Frequency of brand • Frequency of brand
content shared content shared content shared
• Level of brand outreach • Level of brand outreach • Level of brand outreach
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12. Fourinsight Brand Engagement Funnel
Unaware of brand
Intent to connect with brand
Seen each
One-off brand experience
other once or
twice
Past encounter, more planned
Annual brand encounter
Dabbled brand encounters
Steady Dating
Monthly brand encounters
Weekly brand
encounters
Daily brand
encounter
In a
Hourly
Relationship brand
encounters
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13. 5. Customer expertise
• Relative Influence determined by Quant & Qual customer purchase analysis
Product Brand Brand user
sourcing consideration
• QUANTITATIVE • QUANTITATIVE • QUANTITATIVE
• Low funnel position • Medium funnel position • High profile position
• Product discussion. • Brand discussion (non- • Brand discussion (brand
• Scored 1-3 user) user)
• Scored 4-7 • Scored 8-10
• QUALTITATIVE
• Frequency of product • QUALTITATIVE • QUALITATIVE
requests • Frequency of brand • Frequency of brand
• Choice of platform for requests requests/ other brand
requests • Choice of platform for users
• Level of outreach/ sharing requests • Choice of platform for
• Level of outreach/ sharing requests
• Level of outreach/ sharing
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14. Fourinsight Customer Experience Funnel
Product need
Product research
Product
Product short-list
sourcing
Product consideration
Brand research
Brand
Brand short-list
consideration
Brand trial
Brand purchase
Brand
Brand user advocate
Brand
retention
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15. Fourinsight Relative Social Influence Scoring Grid
Fourinsight Relative Social Influence Score
(Total of 5 components, score out of 50)
Sentiment Topic Network Brand Customer
Strength Expertise Reach Engagement Experience
(out of 10) (out of 10) (out of 10) (out of 10) (out of 10)
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16. Fourinsight understands influence. Using our proprietary model
we are able to get to get straight to answering the key
question: what does this person mean for your brand?
• Let us put fourinsight straight to work for you -
contact Cat Fraser our MD at:
• Email: cat@fourinsight.com
• Skype: catfraser
• Tel: +44 (0)797 444 2764
• Web: http://www.fourinsight.com
View recommendations of my work at linkedin.com/in/catfraser
Follow me on twitter @catsocialintel
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