1. Influencer profiling
case study

2. NHS Constitution in context
• The NHS Constitution captures for the first time the purpose,
principles and values of the NHS in England and brings together
the rights, pledges and responsibilities for staff and patients in one
place
• The NHS Constitution was published on in January 2009 and has
been developed from a recommendation made in Lord Darzi’s
report ‘High Quality Care for All’
• This report set out a ten-year plan to provide the highest quality of
care and service for patients in England

3. Project background
Introducing the NHS Constitution
• The NHS Constitution plays a vital role setting out the rights and statutory
levels of care in England, but currently the Constitution is not widely
known about or used by stakeholders – health professionals and core
service users
The Brief
• We Are Social was commissioned to conduct research into key online
influencers as part of the citizen-facing online communications planning
• The primary aim of this research was to identify and profile online
influencers across a series of target audiences relevant to the NHS
Constitution

4. Our approach
Understand target online communities
Develop profile of our target influencers
Find key social media venues in each community
Identify and profile influencers within these venues
Ensure influencers match target profile
Validate influencers for reach, engagement & visibility

5. Understanding target audiences
Understand target online communities
Develop profile of our target influencers
Find key social media venues in each community
Identify and profile influencers within these venues
Ensure influencers match target profile
Validate influencers for reach, engagement & visibility

6. DH target audiences
1. People with long term health conditions
2. Pregnant woman
3. Parents with young children
4. Sick and the elderly
5. Carers of the sick & elderly
Using these target audiences we looked to gain a deeper
understanding of online communities relevant to the project

7. Target online influencer profiles
Online community Target influencer profile
Older people Sites discussing the issue of getting old as well as sharing wider personal
experiences form the perspective of an elderly person
Carers Sites discussing care-giving and the carers’ experiences from a personal
perspective
People with disabilities Sites discussing personal experiences of living with a disability as well as
sharing information about managing disabilities
People with long-term health conditions Sites discussing personal experiences of living with a long-term condition as
well as those sharing information about treatment and management of
specific conditions
Pregnancy and parenting Sites where people discuss children and parenting as well as sites where
expectant mums can share personal experiences and access information

8. Understanding target audiences
Understand target online communities
Develop profile of our target influencers
Find key social media venues in each community
Identify and profile influencers within these venues
Ensure influencers match target profile
Validate influencers for reach, engagement & visibility

9. Research and analysis
Automated
search
tools
Human
analysis
Profiling
insights
Manual review of data to
e.g. remove duplications,
remove irrelevant
influencers, etc
Understand target
communities; gather
publicly available
contact info; categorise;
etc

10. Understanding target audiences
Understand target online communities
Develop profile of our target influencers
Find key social media venues in each community
Identify and profile influencers within these venues
Ensure influencers match target profile
Validate influencers for reach, engagement & visibility

11. Determining influence
Reach Engagement Visibility Influence
The number of monthly
unique visitors estimated
using data from Google
Ad Planner, Alexa,
Compete and Quantcast,
alongside subscriber
numbers
The audience’s
engagement level,
looking at how many
people choose to
subscribe to, blog
about, comment on,
tweet about or
bookmark the content
How likely content is to
appear in search
engine results
according to Google’s
PageRank algorithm,
based on the number
and authority of
inbound links
REVS -
We Are Social’s
proprietary influence
score algorithmically
derived from Reach,
Engagement and
Visibility

12. Reporting influencer profiles
• Through this process we were able to identify relevant online
communities for engagement
• The main report consisted of a slide presentation detailing the
reach and influence of each individual forum or blog
• The influencers were also captured within an easily readable and
filterable database for use in multiple future projects

13. Crystal Jigsaw
• Blog URL http://crystaljigsaw.blogspot.com/
Twitter URL http://twitter.com/CrystalJigsaw
Region England
Type Self-published blog
Topics Carer, Parenting
About A personal blog by a 40 year old woman
who cares for her autistic daughter. She
lives and works on her farm in
Northumberland and posts about being a
carer, disability rights and farming as well
as everyday family life.
Statistics
Influence: REVS 5.43
Reach: Estimated monthly unique visitors 5,200
Engagement: Estimated RSS subscribers 2,239
Engagement: PostRank 331
Visibility: Google PageRank 4
Twitter followers 881
Contact details
Name Kathryn Brown
Title N/A
Email crystal.jigsaw7@btinternet.com
Personal Twitter http://twitter.com/CrystalJigsaw
Personal Twitter followers 881

14. The Internet Grandad
• Blog URL http://www.youtube.com/user/
geriatric1927
Twitter URL N/A
Region England
Type Self-published blog
Topics Older people
About A videoblog hosted on a YouTube channel
about a widower, his everyday life and his
passion for motorcycles, blues and art.
Statistics
Influence: REVS N/A
Reach: Estimated monthly unique visitors 161,702
Engagement: Estimated RSS subscribers N/A
Engagement: PostRank 0
Visibility: Google PageRank 7
Twitter followers N/A
Contact details
Name Peter
Title N/A
Email infinitycustoms@gmail.com
Personal Twitter N/A
Personal Twitter followers N/A

15. The Secret Life Of A Manic Depressive
• Blog URL http://
thesecretlifeofamanicdepressive.wordpress.
com/
Twitter URL N/A
Region England
Type Self-published blog
Topics Long-term health condition
About This blog discusses mental health issues
from a personal perspectve. It's written by a
young women living in London with manic
depression.
Statistics
Influence: REVS 5.63
Reach: Estimated monthly unique visitors 8,900
Engagement: Estimated RSS subscribers 1,403
Engagement: PostRank 80
Visibility: Google PageRank 5
Twitter followers N/A
Contact details
Name Seaneen
Title N/A
Email secretlifeofamanicdepressive@g
mail.com
Personal Twitter N/A
Personal Twitter followers N/A

16. The Ouch! Blog
• Blog URL http://www.bbc.co.uk/ouch/blogs.shtml
Twitter URL N/A
Region UK
Type Media-published blog
Topics Disability
About A blog hosted on the BBC Ouch! site where
the Ouch team posts frequently about all
things disability from news snippets, gossip
and trivia through to interesting links from
all over the web. There are also occasional
guest bloggers from the disability
community.
Statistics
Influence: REVS N/A
Reach: Estimated monthly unique visitors N/A
Engagement: Estimated RSS subscribers 74
Engagement: PostRank 15
Visibility: Google PageRank 6
Twitter followers N/A
Contact details
Name Damon Rose
Title Blogger
Email ouch@bbc.co.uk
Personal Twitter N/A
Personal Twitter followers N/A

17. Results
• We researched, identified, analysed and profiled 279 key online influencers
• Drawn from five communities of core National Health Service users, including
carers, disability, long-term health conditions, parents and older people
• Delivered comprehensive report, including influencer profiles, key metrics;
community types and public contact information
• Resulting learnings and insights available for use in ongoing cross-department
online engagement, bringing cost-saving efficiencies

18. Talk to us
for further conversation
http://wearesocial.net