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THE CHALLENGES ofSoCIAL MEDIA MEASUREMENTTHRoUGH THE LENSE ofonlineinfluence
ONLINE INFLUENCErsarE at thE CENtErOF sOCIaL mEdIaINItIatIvEs.Many companies are working on measuring onlineinfluence to i...
MEASURINGONLINE INFLUENCEIS COMPLICATED...Why?#ttmm | tRAACKR 2010 | PAge 3
who’s #1 influencer?#ttmm | tRAACKR 2010 | PAge 4
well, it depends...#ttmm | tRAACKR 2010 | PAge 5
health#ttmm | tRAACKR 2010 | PAge 6
health#ttmm | tRAACKR 2010 | PAge 7
tech#ttmm | tRAACKR 2010 | PAge 8
tech / cell#ttmm | tRAACKR 2010 | PAge 9
tech / cell / hacking#ttmm | tRAACKR 2010 | PAge 10
INFLUENCE IsCONTEXTUAL –IT HAs MULTIPLEDIMENsIONs.It depends on the topic, on the influencer’s network,and it depends on y...
to measure eachdimension, there aredisparate datatypes.Participation happens across multiple platforms. Foreach platform, ...
how ComPAniesusuAlly thinKAbout influenCemeAsuRement#ttmm | tRAACKR 2010 | PAge 13
simplifythe problem –one dimension,one platform.If influence means how much others talk about your content,and if retweets...
limiting the scopelimits the insights.The value of the measurement is often lost beforestarting the computation.#ttmm | tR...
complexifythe solution –the ‘secret sauce’.Mathematicians apply their science and buildcomplex algorithms. Measurement Mar...
IT’S noT (only) ABoUTTHE mATH. IT’S ABoUTwHAT yoU mEASUrE.#ttmm | tRAACKR 2010 | PAge 17
IT’S NOT ABOUT MARKETSHARE. IT’S ABOUTcREATINg TANgIBlEvAlUE TO INcREASEMARKET SIZE.#ttmm | tRAACKR 2010 | PAge 18
ULTIMATELY, MEAsUrIngonLInE InfLUEncErEqUIrEs A MorEfLExIbLE ApproAch.#ttmm | tRAACKR 2010 | PAge 19
so, how can weachieve it?By embracing the chaos.#ttmm | tRAACKR 2010 | PAge 20
5 Rulesto meAsuRingonline influenCe#ttmm | tRAACKR 2010 | PAge 21
Rule 1focus on framingthe problem.it’s key.#ttmm | tRAACKR 2010 | PAge 22
Rule 2embrace themultiple dimensions.Collect Data. Turn it into useful Information.Look for Patterns. Learn. Iterate.#ttmm...
Rule 3build complexityinto your modelas needed.#ttmm | tRAACKR 2010 | PAge 24
Rule 4enable flexibilitythrough modularity.Add, swap, change data sources, platforms, andalgorithms without disrupting the...
Rule 5share The findingsTo gain insighTs.You just can’t do it alone.#ttmm | tRAACKR 2010 | PAge 26
facebook.com/onlineinfluence#ttmm | tRAACKR 2010 | PAge 27
thAnK you!facebook.com/onlineinfluencetraackr.compierreloic@traackr.com#ttmm | tRAACKR 2010 | PAge 28
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Media Measurement Through the Lens of Online Influence

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Meausuring online influence is complicated - there is no magic number to determine it. Companies usually approach influence measurement by simplifying the problem and making it one-dimensional but it's all contextual and has multiple dimensions.

Limiting the scope limits the insights.

So what is the right way to approach measuring online influence? This presentation lays out five rules to follow.

Published in: Business, Technology
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Transcript of "Media Measurement Through the Lens of Online Influence"

  1. 1. THE CHALLENGES ofSoCIAL MEDIA MEASUREMENTTHRoUGH THE LENSE ofonlineinfluence
  2. 2. ONLINE INFLUENCErsarE at thE CENtErOF sOCIaL mEdIaINItIatIvEs.Many companies are working on measuring onlineinfluence to identify these influencers.#ttmm | tRAACKR 2010 | PAge 2
  3. 3. MEASURINGONLINE INFLUENCEIS COMPLICATED...Why?#ttmm | tRAACKR 2010 | PAge 3
  4. 4. who’s #1 influencer?#ttmm | tRAACKR 2010 | PAge 4
  5. 5. well, it depends...#ttmm | tRAACKR 2010 | PAge 5
  6. 6. health#ttmm | tRAACKR 2010 | PAge 6
  7. 7. health#ttmm | tRAACKR 2010 | PAge 7
  8. 8. tech#ttmm | tRAACKR 2010 | PAge 8
  9. 9. tech / cell#ttmm | tRAACKR 2010 | PAge 9
  10. 10. tech / cell / hacking#ttmm | tRAACKR 2010 | PAge 10
  11. 11. INFLUENCE IsCONTEXTUAL –IT HAs MULTIPLEDIMENsIONs.It depends on the topic, on the influencer’s network,and it depends on you!#ttmm | tRAACKR 2010 | PAge 11
  12. 12. to measure eachdimension, there aredisparate datatypes.Participation happens across multiple platforms. Foreach platform, there are different ways of measuringperformance.#ttmm | tRAACKR 2010 | PAge 12
  13. 13. how ComPAniesusuAlly thinKAbout influenCemeAsuRement#ttmm | tRAACKR 2010 | PAge 13
  14. 14. simplifythe problem –one dimension,one platform.If influence means how much others talk about your content,and if retweets measure of how your content travels,then retweets measure influence.#ttmm | tRAACKR 2010 | PAge 14
  15. 15. limiting the scopelimits the insights.The value of the measurement is often lost beforestarting the computation.#ttmm | tRAACKR 2010 | PAge 15
  16. 16. complexifythe solution –the ‘secret sauce’.Mathematicians apply their science and buildcomplex algorithms. Measurement Marketers wantto impress customers with the ‘silver bullet’ tomeasuring influence.#ttmm | tRAACKR 2010 | PAge 16
  17. 17. IT’S noT (only) ABoUTTHE mATH. IT’S ABoUTwHAT yoU mEASUrE.#ttmm | tRAACKR 2010 | PAge 17
  18. 18. IT’S NOT ABOUT MARKETSHARE. IT’S ABOUTcREATINg TANgIBlEvAlUE TO INcREASEMARKET SIZE.#ttmm | tRAACKR 2010 | PAge 18
  19. 19. ULTIMATELY, MEAsUrIngonLInE InfLUEncErEqUIrEs A MorEfLExIbLE ApproAch.#ttmm | tRAACKR 2010 | PAge 19
  20. 20. so, how can weachieve it?By embracing the chaos.#ttmm | tRAACKR 2010 | PAge 20
  21. 21. 5 Rulesto meAsuRingonline influenCe#ttmm | tRAACKR 2010 | PAge 21
  22. 22. Rule 1focus on framingthe problem.it’s key.#ttmm | tRAACKR 2010 | PAge 22
  23. 23. Rule 2embrace themultiple dimensions.Collect Data. Turn it into useful Information.Look for Patterns. Learn. Iterate.#ttmm | tRAACKR 2010 | PAge 23
  24. 24. Rule 3build complexityinto your modelas needed.#ttmm | tRAACKR 2010 | PAge 24
  25. 25. Rule 4enable flexibilitythrough modularity.Add, swap, change data sources, platforms, andalgorithms without disrupting the whole system.#ttmm | tRAACKR 2010 | PAge 25
  26. 26. Rule 5share The findingsTo gain insighTs.You just can’t do it alone.#ttmm | tRAACKR 2010 | PAge 26
  27. 27. facebook.com/onlineinfluence#ttmm | tRAACKR 2010 | PAge 27
  28. 28. thAnK you!facebook.com/onlineinfluencetraackr.compierreloic@traackr.com#ttmm | tRAACKR 2010 | PAge 28
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