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  • #5 is best in this question -- this chart is not pretty – so will have to clean it up if it is to be used in either your presentation or the report, but the data is interesting, when considering: 60% of respondents said the “quality or focus of the network was most important” 55% said the “quality of content” (tied with) “capacity to cause measurable outcomes” Next highest 5 block is “depth of relationship” with 40% If we look at the same numbers but add 4s + 5s together we get the same three categories ranking on top, though the poll position shifts slightly: 90% = quality or focus of your network 85% = measurable outcomes 85% = quality of content 78% = online reputation 77% = RTs and shares 76% = depth of relationship 75% = ability to drive traffic This suggests to me, that respondents believe “influence” is derived from 1. who you are linked to and 2. what you talk about – perhaps these are in fact the keys to cause “measurable outcomes” BRIAN: I would like to get this cleaned up somehow as it’s really not viewable as is. Also, can you create a slide after this that pulls out your highlights? They’re important to share as well…
  • #5 is best in this question -- this chart is not pretty – so will have to clean it up if it is to be used in either your presentation or the report, but the data is interesting, when considering: 60% of respondents said the “quality or focus of the network was most important” 55% said the “quality of content” (tied with) “capacity to cause measurable outcomes” Next highest 5 block is “depth of relationship” with 40% If we look at the same numbers but add 4s + 5s together we get the same three categories ranking on top, though the poll position shifts slightly: 90% = quality or focus of your network 85% = measurable outcomes 85% = quality of content 78% = online reputation 77% = RTs and shares 76% = depth of relationship 75% = ability to drive traffic This suggests to me, that respondents believe “influence” is derived from 1. who you are linked to and 2. what you talk about – perhaps these are in fact the keys to cause “measurable outcomes” BRIAN: I would like to get this cleaned up somehow as it’s really not viewable as is. Also, can you create a slide after this that pulls out your highlights? They’re important to share as well…
  • This slide substantiates the previous conclusion: content is king. BRIAN: Bigger text?
  • #1 is best in this question; shame on me for not making this consistent. We’ll do a test poll immediately prior to this with the audience to see if the data is consistent. Ironic that almost 1/3 rd say “an action” is the most important metric, yet just more than 1/3 also said it’s the least important. If we add 1s + 2s together they stack up like this: Action = 37% Page views = 36% Tweets = 32% Click through = 32% My take away is that there is no one size fits all – social media experiences will be unique for every organization – it’s reasonable to say then that what they find important in terms of measurement is also unique. Mean average for each: An action (purchase, registration, download, request for information, vote) 3.24 Views of a particular piece of content (video, post, landing page, site) 3.1 Mean Click-through rates via Bit.ly or website analytics 3.08 Bitmap Tweets, retweets, likes, posts 3.06 BRIAN: Can we increase the size of the text and also can you create a slide after this that visualizes your highlights?

Influencer poll webinar 1 7slideshare Influencer poll webinar 1 7slideshare Presentation Transcript

  • Webinar Moderator: Frank Strong Director of Public Relations Vocus, Inc. The Influencer Poll with Brian Solis
  • Brian Solis
    • Principal of Future Works, an award-winning New Media agency
    • Globally recognized as one of the most prominent thought leaders and published authors in new media
    • Author of Engage! , a new book that helps businesses build, cultivate, and measure success on the new web
    • Influenced the effects of new media on the convergence of marketing, communications, and traditional media
    • Blogs at BrianSolis.com, Harvard Business Review, Mashable, BusinessWeek, and AdAge
  •  
  •  
  •  
  • 33% 32% 12% 7% 14% 2%
  •  
  •  
  • Is there a big difference between influence and popularity? (237)
    • Yes
    • “ Popularity is just that people like you. influence is when people listen to you.”
    • “ Loudmouths don't necessarily influence others' behavior.”
    • “ Popularity is fleeting. Influence lasts.”
    • “ Lady GaGa is popular, Bono is influential.”
    • No (or maybe)
    • “ Usually, the most influential things are the most popular.”
    • “ Maybe they aren't equal, but there is certainly a strong correlation.”
    • “ But ... one definitely bleeds into the other. More popularity = more visibility = more opportunity to influence.”
  • 84% 16%
  • The difference between reach and ability (144)
    • Reach does not drive action
    • “ A person can have only a few contacts and greatly influence just those few.”
    • “ You're not an influencer unless you drive action. Enthusiasts can have great reach, but not as much impact, as an influencer.”
    • “ I would say there's a stronger correlation between an influencer's depth and their ability to drive action.”
    • Reach drives action
    • “ Yes, you have to reach an audience in order to motivate them to action”
    • “ The farther the reach, the greater the ability to drive action.”
    • “ It's certainly not a perfect correlation, but it definitely exists.”
  • Person A has handful of fans/friends/followers that are tightly connected Person B has thousands of fans/friends/followers loosely connected Person C has millions of fans/friends/followers with little to no connection 57% 36% 8%
  •  
  • Is Lady Gaga Turning Popularity and Reach into Influence?
  • Capacity to cause measurable actions Level of every day participation Following vs. follower ratio Number of sites with active profiles Type of social media sites used Online reputation Quality of content written/shared Ability to drive traffic or clicks Propensity to have content re-shared (Retweets) Frequency of content written/shared Depth of relationship with network Quality (vs. quantity ) of network Size of network
  • #1 60% #2 55% 85% ranked a 4 or 5 85% ranked a 4 or 5 90% ranked a 4 or 5
  •  
    • Attributes with influence
    • Relevant content
    • Personal connection
    • Thought leaders
    • Attributes with less influence
    • They are fun
    • They follow back
    • They are famous
    Analysis: Why people follow…
  • Connect with famous or influential people Contribute to as many conversations as possible Other Focus on fewer conversations with more depth Be authentic Create, post or share compelling content Be famous online
  • Click-through rates via Bit.ly or Website analytics Views of a particular piece of content An action (purchase, registration, download, vote Tweets, retweets, likes and posts
    • Measures undecided: 1/3 rd said “an action” is most important, but another 1/3 rd said it’s the least important
    • Rank by mean averages:
      • Action = 3.24
      • Views = 3.1
      • Click-through = 3.08
      • Tweets/Retweets = 3.06
    • No one size fits all; social media experiences will vary and so too will measurement
    Analysis of Metrics Ranking
  • 51% ranked a 1 or 2 43% ranked a 1 or 2 62% ranked a 1 or 2
  • 57% 43%
  • Who would pay – by role
  • Who would pay – by title
  • Who would pay – by organization
  • How do you define influence in 140 characters?
  •  
    • A copy of the written analysis of this report is available on Vocus’ Web site at: http://www.vocus.com/social-media/influencer/what-makes-an-influencer.pdf
  • Contact Information
    • Brian Solis
    • Blog: http://www.briansolis.com/
    • Twitter: @briansolis
    • Frank Strong: [email_address]
    • Twitter: @Vocus
    • Facebook: www.facebook.com/Vocus Amplify: http://vocus.amplify.com/
  • About Vocus
    • A global software company specializing in on-demand software for public relations management
    • Successful, proven applications currently used by thousands of PR professionals
    • Recognized for excellence in products, growth, leadership