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Media Measurement Through the Lens of Online Influence
 

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 ...

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.

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    Media Measurement Through the Lens of Online Influence Media Measurement Through the Lens of Online Influence Presentation Transcript

    • THE CHALLENGES ofSoCIAL MEDIA MEASUREMENTTHRoUGH THE LENSE ofonlineinfluence
    • ONLINE INFLUENCErsarE at thE CENtErOF sOCIaL mEdIaINItIatIvEs.Many companies are working on measuring onlineinfluence to identify these influencers.#ttmm | tRAACKR 2010 | PAge 2
    • 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 you!#ttmm | tRAACKR 2010 | PAge 11
    • to measure eachdimension, there aredisparate datatypes.Participation happens across multiple platforms. Foreach platform, there are different ways of measuringperformance.#ttmm | tRAACKR 2010 | PAge 12
    • 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 measure of how your content travels,then retweets measure influence.#ttmm | tRAACKR 2010 | PAge 14
    • limiting the scopelimits the insights.The value of the measurement is often lost beforestarting the computation.#ttmm | tRAACKR 2010 | PAge 15
    • 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
    • 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 | tRAACKR 2010 | PAge 23
    • 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 whole system.#ttmm | tRAACKR 2010 | PAge 25
    • 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