Delivered at Social Media Impact 2012, in Marrakech, this speech takes a look at Influence, one of the key drivers of Word of Mouth marketing.
In this speech, I look at the relevance of Influence, the different measurement systems with their pros and cons, as well as some keys to engaging with influencers.
If you would like to know more, please connect with me on Twitter @mdial or send me a mail to minter@themyndset.com. You can also read more on www.themyndset.com
Influence, What influence? How to measure influence and engage with influencers
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In-flu-ence
what’s the deal?
Minter DIAL
12 October 2012
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2. 3 Objectives
I. Understanding influence
II. Finding and measuring influence
III. Keys to engaging influencers
Q&A
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1
Understanding influence
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WHY?
should we care so much?
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5. The online customer now uses a
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range of touchpoints to carefully
research purchases
Word#of#mouth# 72#
Consumer#review# 54#
Expert#review# 52#
sumer#views#on#microblogs# 48#
Price#Comparison#site# 47#
Consumer#views#on#SN# 46#
Online#consumer#video# 32#
Sales#assistant# 58#
Brand#website# 58#
Product#sample# 43#
Online#retailer#website# 38#
Brand#page#on#SN# 34#
TV#Ad# 54#
Newspaper#Ad# 42#
Email#Ad# 38#
Online#viral#ad# 35#
Direct#mail# 33#
Search#Ad# 28#
Online#video#ad# 28#
Social#Net.#Ad# 27# Source: P1a-P3; Touchpoint usage throughout Consumer Journey
(All categories) Base: Purchasers answering Section P; 70441
Banner#Ad# 24#
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THE BOOM
100
75
50
25
0
1 2 3 4 5 6 7 8 9 10 11 12
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When to answer?
• Establish influence
• Evaluate what action to take
• Formulate an answer when needed
“Every post deserves an action, some deserve an answer”
- Lauren Vargas, Aetna
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Authority
Influence
Reach
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What’s the score?
2
https://sites.google.com/site/ihsafootballscores/
Finding and measuring influence
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What is the validity of an algorithm?
+ve -ve
The right conversation Gaming
(with the boss...) Change of Rules
Stats Transparency?
Social Convergence Trustworthiness?
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11. 3 free, 1 paid & 1 game
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Appinions, eCairn, Empire Avenue,
Klout, Kred,mPACT, PeerIndex, PROskore, Radian6,
Traackr, TweetLevel, TweetReach, Twitalyzer,
TwitterGrade
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> 85 million people analyzed on
major social networks
used by over 3000 brands and
apps
http://klout.com/corp/business
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True Reach – Size of engaged audience
Amplification Probability – Likelihood
that the content will be acted upon
Network Influence – Influence level of
engaged audience
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PeerIndex currently tracks approx
45 million Twitter profiles
Based in England
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Authority – How much others rely on
recommendations and opinions
Audience – Number of people impacted
by online actions
Activity – The level of activity relative to
communities of influence
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Influence Score: The
measure of ability to
inspire others
Outreach Score:
Measured in levels (12),
an indication of how
generous you are
To which 200
communities you belong
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20. Twitter Blog RSS Twitter
Blog RSS
Facebook Twitter Facebook
Twitter
Facebook Foursquare
Facebook
LinkedIn Google+
LinkedIn
Quora YouTube
YouTube
YouTube
Instagram
Tumblr
Blogger
Wordpress
Networks tracked Last.fm
Flickr
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Your Objective(s)?
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22. Evaluate patterns
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Understand their [hi-]story
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Channel choice?
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25. WIIFM?
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CONCLUSION
Social Media aggregators
Activity ≠ Influence
Don’t “game” influence
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TechCrunch article
Marketing Land
Business2Community
FURTHER READING
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28. themyndset.com minterdial.fr
@mdial minter@themyndset.com
@mdialFR
+33 6 23 65 76 61
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