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Finding digital authorities

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How to identify digital influencers and opinion leaders on a topic by topic basis

How to identify digital influencers and opinion leaders on a topic by topic basis


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  • 1. On the trail of the digital authority Azeem Azhar aa@pi.mu Presented at www.prmoment.com Friday, 5 November 2010
  • 2. PeerIndex helps companies understand the opinion leaders, influencers and authorities who affect their business Friday, 5 November 2010
  • 3. The locus of authority Number of people Authority/eminence Friday, 5 November 2010
  • 4. The locus of authority which will all knew and loved Number of people Authority/eminence Number of people Authority/eminence Number of people Authority/eminence Friday, 5 November 2010
  • 5. The locus of authority which will all knew and loved Number of people Authority/eminence Number of people Authority/eminence <20 journalists analysts celebrities Friday, 5 November 2010
  • 6. The locus of authority which will all knew and loved Number of people Authority/eminence Number of people Authority/eminence Number of people Authority/eminence 84% of consumers refer to peers during purchase cycle 80% of b2b buyers refer to peers during purchase cycle Peer influence impressions c 20% of online ad impressions Friday, 5 November 2010
  • 7. The secular shift in the locus of authority Number of people Authority/eminence Number of people Authority/eminence Number of people Authority/eminence Friday, 5 November 2010
  • 8. The secular shift in the locus of authority Number of people Authority/eminence Number of people Authority/eminence Number of people Authority/eminence 100s to 1000s professionals tweeters people Friday, 5 November 2010
  • 9. Friday, 5 November 2010
  • 10. Providing disruptive insight into and access to new segments Behavioural data Quantitative scale Addressability Friday, 5 November 2010
  • 11. How it works Define Analyse Action 1 2 3 Track 4 Friday, 5 November 2010
  • 12. Illustrative Friday, 5 November 2010
  • 13. Database reported 5,200 people with affinity Number of people Authority/eminence 5200+ people Illustrative Friday, 5 November 2010
  • 14. Number of people Authority/eminence This subset qualifies for special treatment 326 people Illustrative Friday, 5 November 2010
  • 15. Number of people Authority/eminence Mike deserves special treatment Mike Wolfe 4289 followers 352 community contacts Topic authority 62/100 environment, urban, organic food, renewables, Deepwater Horizon, vegetarianism Illustrative Friday, 5 November 2010
  • 16. Number of people Authority/eminence David deserves special treatment David Thornton 8148 followers 152 community contacts Topic authority 32/100 vegetarianism, organic food, diabetes, depression, pharmaceuticals Illustrative Friday, 5 November 2010
  • 17. But they need different messages (or do they?) Number of people Authority/eminence Mike Wolfe 4289 followers David Thornton 8148 followers group 1 group 2 Illustrative Friday, 5 November 2010
  • 18. And on an ongoing basis Opinion leader behaviour Community size Community behaviourOpinion leader deltas Friday, 5 November 2010
  • 19. Azeem Azhar @azeem | aa@pi.mu Friday, 5 November 2010