“But what does this                                                 person actually mean                                  ...
Battle of the influence Measurement                          Brands       • Kred is rapidly taking over Klout for its tran...
Need a new approach to make                    influence actionable for brands       • En-mass measurement         doesn’t...
Individual influence is being looked at                but we are not there yet       • The complexities of Influence:Priv...
Individual influence is being looked at                but we are not there yet       • The Influence RipplesPrivate & Con...
Individual influence is being looked at,               but we are not there yet       • Pillars of InfluencePrivate & Conf...
New question: What is the Relative Influence of               this conversation, to my brand?       • To answer this overa...
1. Sentiment strength       • Relative Influence determined by Quant & Qual sentiment analysis                       Detra...
2. Topic expertise       • Relative Influence determined by Quant & Qual topic analysis                       Watching &  ...
3. Network reach       • Relative Influence determined by Quant & Qual network analysis                       Selected Nic...
4. Brand engagement       • Relative Influence determined by Quant & Qual brand relationship analysis                     ...
Fourinsight Brand Engagement Funnel                                                       Unaware of brand                ...
5. Customer expertise       •    Relative Influence determined by Quant & Qual customer purchase analysis                 ...
Fourinsight Customer Experience Funnel                                                     Product need                   ...
Fourinsight Relative Social Influence Scoring Grid                Fourinsight Relative Social Influence Score             ...
Fourinsight understands influence. Using our proprietary model           we are able to get to get straight to answering t...
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Fourinsight Relative Social Influence Measurement Framework

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Fourinsight Relative Social Influence Measurement Framework

  1. 1. “But what does this person actually mean for my brand?” Introducing the Fourinsight Relative Social Influence Measurement Framework for Individual Influence AnalysisPrivate & Confidential, Fourinsight Ltd © 2012
  2. 2. Battle of the influence Measurement Brands • Kred is rapidly taking over Klout for its transparency and community strategy Infographic: http://www.socialmediadelivered.com/2012/04/18/infographic-klout-vs-kred/Private & Confidential, Fourinsight Ltd © 2012 2
  3. 3. Need a new approach to make influence actionable for brands • En-mass measurement doesn’t work • One size never fits allPrivate & Confidential, Fourinsight Ltd © 2012 3
  4. 4. Individual influence is being looked at but we are not there yet • The complexities of Influence:Private & Confidential, Fourinsight Ltd © 2012 4
  5. 5. Individual influence is being looked at but we are not there yet • The Influence RipplesPrivate & Confidential, Fourinsight Ltd © 2012 5
  6. 6. Individual influence is being looked at, but we are not there yet • Pillars of InfluencePrivate & Confidential, Fourinsight Ltd © 2012 6
  7. 7. New question: What is the Relative Influence of this conversation, to my brand? • To answer this overall question, Fourinsight has identified 5 relative influence factors which need to be analysed separately per individual: Sentiment strength Customer Topic expertise experience Brand Network reach engagementPrivate & Confidential, Fourinsight Ltd © 2012 7
  8. 8. 1. Sentiment strength • Relative Influence determined by Quant & Qual sentiment analysis Detractors Fence Sitters Promoters • QUANTITATIVE • QUANTITATIVE • QUANTITATIVE • Negative sentiment • Neutral sentiment • Positive sentiment • Scored 1-3 • Scored 4-7 • Scored 8-10 • QUALITATIVE • QUALITATIVE • QUALITATIVE • Frequency of negative • Frequency of neutral posts • Frequency of negative posts the same day/ week the same day/ week posts the same day/ week • Frequency of negative • Frequency of neutral • Frequency of responses to responses to comments responses to comments comments • Strength of negative • Strength of negative or • Strength of negative intentions displayed positive intentions intentions displayed • Level of negative reactions displayed elsewhere • Level of negative reactions provoked • Level of negative or provoked positive reactions provoked elsewherePrivate & Confidential, Fourinsight Ltd © 2012 8
  9. 9. 2. Topic expertise • Relative Influence determined by Quant & Qual topic analysis Watching & Talking the Stage Actors waiting Talk • QUANTITATIVE • QUANTITATIVE • QUANTITATIVE • Low topic expertise • Medium topic expertise • High topic expertise • Scored 1-3 • Scored 4-7 • Scored 8-10 • QUALITATIVE • QUALITATIVE • QUALITATIVE • Frequency of low topic • Frequency of med topic • Frequency of high topic posts the same day/ week posts the same day/ week posts the same day/ week • Frequency of low topic • Frequency of med topic • Frequency of high topic responses to comments responses to comments responses to comments • Breadth of low topic • Breadth of med topic • Breadth of high topic coverage displayed coverage displayed coverage displayed • Level of low-topic • Level of med topic • Level of high topic community involvement community involvement community involvementPrivate & Confidential, Fourinsight Ltd © 2012 9
  10. 10. 3. Network reach • Relative Influence determined by Quant & Qual network analysis Selected Niche Fame Seekers Community Leaders • QUANTITATIVE • QUANTITATIVE • QUANTITATIVE • Low network reach • Medium network reach • High network reach • Frequency of posts to • Frequency of posts to • Frequency of posts to network daily/ weekly network daily/ weekly network daily/ weekly • Listed, followed and • Listed, followed and • Listed, followed and number of channels number of channels number of channels • Scored 1-3 • Scored 4-7 • Scored 8-10 • QUALTITATIVE • QUALTITATIVE • QUALITATIVE • Quality of content shared • Quality of content shared • Quality of content shared • Relative influence per • Relative influence per • Relative influence per channel/ platform channel/ platform channel/ platform • Level of outreach • Level of outreach • Level of outreachPrivate & Confidential, Fourinsight Ltd © 2012 10
  11. 11. 4. Brand engagement • Relative Influence determined by Quant & Qual brand relationship analysis Seen each other Steady Dating In a Relationship once or twice • QUANTITATIVE • QUANTITATIVE • QUANTITATIVE • Low brand experience • Medium network reach • High network reach • Frequency of brand • Frequency of brand • Frequency of brand engagement engagement engagement • Brand mentions, social • Brand mentions, social • Brand mentions, social interactions interactions interactions • Scored 1-3 • Scored 4-7 • Scored 8-10 • QUALTITATIVE • QUALTITATIVE • QUALITATIVE • Frequency of brand • Frequency of brand • Frequency of brand content shared content shared content shared • Level of brand outreach • Level of brand outreach • Level of brand outreachPrivate & Confidential, Fourinsight Ltd © 2012 11
  12. 12. Fourinsight Brand Engagement Funnel Unaware of brand Intent to connect with brand Seen each One-off brand experience other once or twice Past encounter, more planned Annual brand encounter Dabbled brand encounters Steady Dating Monthly brand encounters Weekly brand encounters Daily brand encounter In a Hourly Relationship brand encountersPrivate & Confidential, Fourinsight Ltd © 2012 12
  13. 13. 5. Customer expertise • Relative Influence determined by Quant & Qual customer purchase analysis Product Brand Brand user sourcing consideration • QUANTITATIVE • QUANTITATIVE • QUANTITATIVE • Low funnel position • Medium funnel position • High profile position • Product discussion. • Brand discussion (non- • Brand discussion (brand • Scored 1-3 user) user) • Scored 4-7 • Scored 8-10 • QUALTITATIVE • Frequency of product • QUALTITATIVE • QUALITATIVE requests • Frequency of brand • Frequency of brand • Choice of platform for requests requests/ other brand requests • Choice of platform for users • Level of outreach/ sharing requests • Choice of platform for • Level of outreach/ sharing requests • Level of outreach/ sharingPrivate & Confidential, Fourinsight Ltd © 2012 13
  14. 14. Fourinsight Customer Experience Funnel Product need Product research Product Product short-list sourcing Product consideration Brand research Brand Brand short-list consideration Brand trial Brand purchase Brand Brand user advocate Brand retentionPrivate & Confidential, Fourinsight Ltd © 2012 14
  15. 15. Fourinsight Relative Social Influence Scoring Grid Fourinsight Relative Social Influence Score (Total of 5 components, score out of 50) Sentiment Topic Network Brand Customer Strength Expertise Reach Engagement Experience (out of 10) (out of 10) (out of 10) (out of 10) (out of 10)Private & Confidential, Fourinsight Ltd © 2012 15
  16. 16. Fourinsight understands influence. Using our proprietary model we are able to get to get straight to answering the key question: what does this person mean for your brand? • Let us put fourinsight straight to work for you - contact Cat Fraser our MD at: • Email: cat@fourinsight.com • Skype: catfraser • Tel: +44 (0)797 444 2764 • Web: http://www.fourinsight.com View recommendations of my work at linkedin.com/in/catfraser Follow me on twitter @catsocialintelPrivate & Confidential, Fourinsight Ltd © 2012 16

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