The influence engine managing a brand's online ecology


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The influence engine managing a brand's online ecology

  1. 1. The Influence Engine: Managing a brand’s online ecology
  2. 2. If you want to seed the web with positive perceptions of your brand that propagate further with greater credibility...
  3. 3. If you want to inhibit corrosive perceptions of your brand from spreading deeper into the web...
  4. 4. If you need to find the key influencers and thought-leaders who ‘create the weather’ in your market...
  5. 5. The Influence Engine is the most rigorous system available for managing your brand’s online ecology.
  6. 6. Managing a brand’s online ecology • Consumer perceptions today are increasingly shaped by a vast army of bloggers, website authors and social media contributors that create the natural online ecology of your brand • The Influence Engine is a new way to manage and influence this seething ecosystem of discussion, opinion and debate
  7. 7. The ecology of discussion and debate in the smart phone market, showing key topics and themes surrounding major brands (Twitter, April 2010)
  8. 8. Zooming in to focus on the iPhone’s brand ecology, which is richer and more diverse than competitive brands – but the Android ecology is developing fast
  9. 9. The Influence Engine • Derived from scientific research done at the universities of Oxford and Newcastle in the UK • Finds any market or community of interest on the Internet and pin-points its most influential members
  10. 10. What can it do? • Accurately finds and defines the community networks that are most engaged with your market, genre or field of interest • Uncovers the key groups or people out there with the greatest power to help or harm your brand’s reputation • Identifies and quantifies the ‘memes’ surrounding your brand or organisation
  11. 11. How it works • Analyses literally millions of relationships and interactions within web- based communities • Uses patented social network analysis concepts and algorithms • As each significant website, blogger or tweeter is identified, the Influence Engine profiles the role it plays in shaping consumer perceptions
  12. 12. The most influential ‘gluten-free’ blogs on the web (Jan 2010)
  13. 13. Influential non-blog automotive websites in the UK (July 2010)
  14. 14. Identifying the most influential members of an online forum discussing the characteristics of luxury performance cars (April 2010)
  15. 15. The Influence Engine process • The Influence Engine creates a 'thematic map' of the separate communities in orbit around your brand • Reveals how their respective concerns or interests relate to each other • Each subgroup within your brand's ecology is analysed separately to pin- point its most influential players
  16. 16. The Influence Engine outputs • Measures the size, growth rate and general impact of any online story or ‘meme’ relating to a brand • Enables brand owners to identify their biggest brand memes and prioritise the biggest or most damaging for attention • The Influence Engine enables the development of new strategies for managing online branding and marketing activity
  17. 17. If you want to inhibit the spread of bad perceptions and effectively promote positive images of your brand...
  18. 18. ...why not get in touch – we’d love to hear from you • • Twitter: @dollwaggon