On the trail of the
digital authority
Azeem Azhar
aa@pi.mu
Presented at www.prmoment.com
Friday, 5 November 2010
PeerIndex helps companies
understand the opinion
leaders, influencers and
authorities who affect their
business
Friday, 5 N...
The locus of authority
Number of people
Authority/eminence
Friday, 5 November 2010
The locus of authority which will all knew and loved
Number of people
Authority/eminence
Number of people
Authority/eminen...
The locus of authority which will all knew and loved
Number of people
Authority/eminence
Number of people
Authority/eminen...
The locus of authority which will all knew and loved
Number of people
Authority/eminence
Number of people
Authority/eminen...
The secular shift in the locus of authority
Number of people
Authority/eminence
Number of people
Authority/eminence
Number...
The secular shift in the locus of authority
Number of people
Authority/eminence
Number of people
Authority/eminence
Number...
Friday, 5 November 2010
Providing disruptive insight into and access to new segments
Behavioural
data
Quantitative
scale
Addressability
Friday, 5 ...
How it works
Define Analyse Action
1 2 3
Track
4
Friday, 5 November 2010
Illustrative
Friday, 5 November 2010
Database reported 5,200 people with affinity
Number of people
Authority/eminence
5200+ people
Illustrative
Friday, 5 Novemb...
Number of people
Authority/eminence
This subset qualifies for special treatment
326 people
Illustrative
Friday, 5 November ...
Number of people
Authority/eminence
Mike deserves special treatment
Mike Wolfe
4289 followers
352 community contacts
Topic...
Number of people
Authority/eminence
David deserves special treatment
David Thornton
8148 followers
152 community contacts
...
But they need different messages (or do they?)
Number of people
Authority/eminence
Mike Wolfe
4289 followers
David Thornto...
And on an ongoing basis
Opinion leader behaviour Community size
Community behaviourOpinion leader deltas
Friday, 5 Novembe...
Azeem Azhar
@azeem | aa@pi.mu
Friday, 5 November 2010
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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

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Transcript of "Finding digital authorities"

  1. 1. On the trail of the digital authority Azeem Azhar aa@pi.mu Presented at www.prmoment.com Friday, 5 November 2010
  2. 2. PeerIndex helps companies understand the opinion leaders, influencers and authorities who affect their business Friday, 5 November 2010
  3. 3. The locus of authority Number of people Authority/eminence Friday, 5 November 2010
  4. 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. 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. 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. 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. 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. 9. Friday, 5 November 2010
  10. 10. Providing disruptive insight into and access to new segments Behavioural data Quantitative scale Addressability Friday, 5 November 2010
  11. 11. How it works Define Analyse Action 1 2 3 Track 4 Friday, 5 November 2010
  12. 12. Illustrative Friday, 5 November 2010
  13. 13. Database reported 5,200 people with affinity Number of people Authority/eminence 5200+ people Illustrative Friday, 5 November 2010
  14. 14. Number of people Authority/eminence This subset qualifies for special treatment 326 people Illustrative Friday, 5 November 2010
  15. 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. 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. 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. 18. And on an ongoing basis Opinion leader behaviour Community size Community behaviourOpinion leader deltas Friday, 5 November 2010
  19. 19. Azeem Azhar @azeem | aa@pi.mu Friday, 5 November 2010

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