Measurefest: Network mapping and measuring relevant influence

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Why we need to move on from basic influencer identification based on Twitter bios, to finding people based on their network connections.
Using conversational data from influencer networks to inform and evaluate content strategy.
Drawing networks on NodeXL to visually communicate relevance to senior stakeholders.

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Measurefest: Network mapping and measuring relevant influence

  1. 1. TextText Measurefest @brilliantnoise brilliantnoise.com Beth Granter @bethgranter 22 May 2014 Network mapping and measuring relevant influence
  2. 2. Hello! I’m Beth Granter. I’m a digital consultant at Brilliant Noise.
  3. 3. Brands I have worked with
  4. 4. - Why we need to move on from basic influencer identification based on Twitter bios, to finding people based on their network connections. - Drawing networks on NodeXL to visually communicate relevance to senior stakeholders. - Using conversational data from influencer networks to inform and evaluate content strategy. Agenda 4
  5. 5. Why we need to move on from basic influencer identification based on Twitter bios, to finding people based on their network connections. 5
  6. 6. Discovery: - Search Twitter bios for key words - Search Twitter conversations - Search blogs based on blog title and content Prioritisation: - Follower count - Klout influence score - MozRank or inbound links Basic influencer identification 6
  7. 7. - Consectetur adipiscing elit - Elit vurabitur varius sollicitudin elit nullam - Aliquam malesuada - Nullam sollicitudin varius adipiscing - Curabitur varius sollicitudin elit nullam - Consectetur adipiscing elit Section Header 7
  8. 8. - Consectetur adipiscing elit - Elit vurabitur varius sollicitudin elit nullam - Aliquam malesuada - Nullam sollicitudin varius adipiscing - Curabitur varius sollicitudin elit nullam - Consectetur adipiscing elit Section Header 8
  9. 9. - Consectetur adipiscing elit - Elit vurabitur varius sollicitudin elit nullam - Aliquam malesuada - Nullam sollicitudin varius adipiscing - Curabitur varius sollicitudin elit nullam - Consectetur adipiscing elit Section Header 9
  10. 10. Basic influencer identification 10
  11. 11. Basic influencer identification outputs 11 - Self-proclaimed experts/obsessives who define as such - Highly vocal people around a key topic - People who are generally influential online
  12. 12. - ...but not necessarily people who are influential around the key topic Basic influencer identification outputs 12
  13. 13. Influence score is not related to who they’re speaking to or what the topic is 13
  14. 14. Advanced influencer identification 14
  15. 15. Prioritising influencers: number of relevant topic mentions 15
  16. 16. - Consectetur adipiscing elit - Elit vurabitur varius sollicitudin elit nullam - Aliquam malesuada - Nullam sollicitudin varius adipiscing - Curabitur varius sollicitudin elit nullam - Consectetur adipiscing elit Section Header 16
  17. 17. - Consectetur adipiscing elit - Elit vurabitur varius sollicitudin elit nullam - Aliquam malesuada - Nullam sollicitudin varius adipiscing - Curabitur varius sollicitudin elit nullam - Consectetur adipiscing elit Section Header 17
  18. 18. An improved measure of influence/relevance: network follower count The number of connections within a network of influencers 18
  19. 19. Network follower count A = 0 Not followed by anyone in the primary network B = 2 Followed by 2 other followers of @measurefest A B C D A C D B
  20. 20. Discovery: - Same as basic plus... - Who does your initially discovered influencer/target list follow? - Who is your initially discovered influencer/target list followed by? Prioritisation: - Number of relevant mentions - Likelihood to be followed by / follow initial influencer list Advanced influencer identification 20
  21. 21. Drawing networks on NodeXL to visually communicate relevance to senior stakeholders. 21
  22. 22. NodeXL is a free, open-source template for Microsoft® Excel® 2007, 2010 and 2013 that makes it easy to explore network graphs.  With NodeXL, you can enter a network edge list in a worksheet, click a button and see your graph, all in the familiar environment of the Excel window. NODEXL 22
  23. 23. Get list of followers 23
  24. 24. Import list into NODEXL 24
  25. 25. 25 Unfiltered network
  26. 26. Network follower count A = 0 Not followed by anyone in the primary network B = 2 Followed by two other followers of @measurefest A B C D A C D B
  27. 27. 27 Filtered network
  28. 28. Who ELSE is influential to @measurefest followers? 28
  29. 29. Network follower count in a simple two-tier network A = 0 B = 2 C = 1 Followed by one of @measurefest’s followers D = 2 Followed by two other followers of @measurefest A B C D A B C D
  30. 30. Get ‘friends’ of (people followed by) refined list 30
  31. 31. 31
  32. 32. When the primary influencer list is broad, @stephenfry normally comes up as top by network follows 32
  33. 33. So, calculate network follows as a PERCENTAGE of total followers, to get a more reliable relevance score 33
  34. 34. Sort and filter by network follows as a percentage of total follows 34
  35. 35. 35
  36. 36. Using conversational data from influencer networks to inform and evaluate content strategy. 36
  37. 37. 37
  38. 38. Author based query (not keyword based) 38
  39. 39. Inform: - What are your target audience / influencers talking about? Evaluate: - Have you managed to influence the conversation with your content? - What volume of mentions from your target audience relate to your content? Using conversational data from influencer networks to inform and evaluate content strategy 39
  40. 40. In summary... 40
  41. 41. Basic influencer identification - Finds generally influential people online - Who define themselves as experts, or talk a lot about a topic Advanced influencer network mapping - Considers the relevance of an influencer within a niche network - Creates a visual to illustrate the value of the method to senior stakeholders In summary... 41
  42. 42. Thanks! Network visualisation links: delicious.com/bethgranter/ network,visualisation @bethgranter brilliantnoise.com © 2014 Brilliant Noise All rights reserved 42

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