Ecairn conversation industry influencer report Lendingclub Lending Club Inc. peer-to-peerlending                          ...
Table of ContentsBackground .................................................................................................
Background    The advent of social media has seen the creation of more than 180 million blogs as well asthe birth of count...
Scope     The focus of this analysis is the attention experienced by the Lending Club brand in thepersonal finance communi...
1 – Community Map & Influencer IdentificationInfluence ranking is determined by cross referencing nodes in target communit...
This graph displays the current community influencer profile for the personal financecommunity. Each dot on the graph repr...
Influencers Map        Influencer mapping shows the interconnections within the community. This makes iteasier to identify...
2 - Share of VoiceShare of voice is defined as the ratio of mentions of a brand in conversations taking place in thegreate...
Pick-Message Pick-Up        Message pick-ups indicate what marketing activities and programs caused an increasein volume o...
Sentiment Analysis         Sentiment Analysis is the process of examining individual conversations frominfluencers and cat...
3 - Share of MindShare of mind is defined by the percentage of influencers who have talked about a brand in acertain time ...
Below is a complete map of all influencers in the community. In this particular case,influencers who have mentioned Lendin...
People mentioning Lending Club the most        eCairn Conversation™ has the ability to identify promoters and detractors a...
Promoters and Detractors:         Promoters/Detractors are defined as influencers who have mentioned a brand at leastfive ...
Conversation of             Topics     4 – Share of Conversation of P2P Lending TopicsOwnership of a topic (the outcome of...
Breakdown of the P2P Lending Topic        Expression clouds allow you to understand the key expressions encountered in P2P...
Club’sPresence of Lending Club’s Influencers in the P2P Lending Topic        Below is a map of all influencers who mention...
About eCairn     eCairn Inc. is a software technology company, founded in October 2006. We specialize incommunity and infl...
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Lending Club Sample Report

  1. 1. Ecairn conversation industry influencer report Lendingclub Lending Club Inc. peer-to-peerlending Lending Club Industry Influencer ReportP a g e |1 conversation@ecairn.com
  2. 2. Table of ContentsBackground ................................................................................................................................ 3Scope ......................................................................................................................................... 41 – Community Map & Influencer Identification .......................................................................... 5 Top Influencers................................................................................................................... 5 Influencers Map .................................................................................................................. 72 - Share of Voice ...................................................................................................................... 8 Number of Mentions ........................................................................................................... 8 Message Pick-Up ................................................................................................................ 9 Sentiment Analysis ........................................................................................................... 103 - Share of Mind ..................................................................................................................... 11 People mentioning Lending Club the most ....................................................................... 13 Promoters and Detractors: ................................................................................................ 144 – Share of Conversation of P2P Lending Topics ..................................................................... 15 Number of Mentions within the Peer-to-peer Lending Topic ............................................ 15 Breakdown of the Peer-to-peer Lending Topic ................................................................. 16 Presence of Lending Club’s Influencers in the P2P Topic .................................................. 17About eCairn ............................................................................................................................ 18 Lending Club Industry Influencer ReportP a g e |2 conversation@ecairn.com
  3. 3. Background The advent of social media has seen the creation of more than 180 million blogs as well asthe birth of countless social networking sites and message boards. Individuals in thesecommunities increasingly depend on each another to share information. This shift in emphasisfrom mainstream media to consumer communities gives rise to a form of marketing calledinfluencer marketing. Influencer marketing is defined as a form of marketing which focuses onspecific key individuals or types of individuals who substantially affect the market. Thedifference today, is that these influencers can be anyone from potential buyers, and industryexperts, to independent reviewers and celebrities. Smart marketers understand the critical role influencers have in their industry. Influencersare highly networked within their community and between each other. They are the peopleprospective customers listen to because they are respected, trusted and usually independent.Influencers are often conduits of a brand’s image, and the best ROI comes from communicatingwith these movers and shakers. Understanding who they are, how they relate to your brand and working to establish arelationship with any of them is a critical task. eCairns Industry Influencer Report provides awealth of data and intelligence coming from those influencers regarding your brand’s, such as: • Share of Voice (How much a brand is mentioned compared to competitors) • Share of Mind (How many influencers mention a brand compared to competitors) • Share of Conversation (How often a brand is referred to along with key industry topics) Lending Club Industry Influencer ReportP a g e |3 conversation@ecairn.com
  4. 4. Scope The focus of this analysis is the attention experienced by the Lending Club brand in thepersonal finance community during the period of March 2009 to September 2009. It offers acomparison to the Prosper.com brand in general and more particularly, on the topic of peer-to-peer (P2P) lending. The personal finance community referred to in this document is a collectionof 1660 experts & enthusiast bloggers who have ongoing conversations on peer-to-peerlending and other personal finance topics.Twitter, Youtube and other forms of social media were not included in this study. Blog Feeds 1660 Represents over 110k+ relevant conversations over six months Twitter Feeds No Yahoo Q&A No Youtube No Lending Club Industry Influencer ReportP a g e |4 conversation@ecairn.com
  5. 5. 1 – Community Map & Influencer IdentificationInfluence ranking is determined by cross referencing nodes in target communities anddetermining how frequently they communicate between one another. This is the first steptowards effective influencer marketing. By identifying the influencers and gaining a betterunderstanding of them, marketers can better plan for more purposeful interactions.Top InfluencersThe table below shows the top 25 influencers in the personal finance community (1660 total).Blog Descriptionhttp://www.getrichslowly.org Get Rich Slowly - Personal Finance That Makes Centshttp://www.freemoneyfinance.com Free Money Financehttp://www.thesimpledollar.com The Simple Dollarhttp://www.consumerismcommentary.com A Personal Finance Blog Since 2003http://www.bargaineering.com Bargaineering: personal finance blog with anecdoteshttp://www.thedigeratilife.com Personal Finance and Business in Silicon Valleyhttp://www.wisebread.com Wise Bread | Personal Finance and Frugal Living Forumshttp://www.fivecentnickel.com personal finance tips @ fivecentnickel.comhttp://www.budgetsaresexy.com Budgets Are Sexy | Pimpin’ Personal Finance Since 2008http://www.mightybargainhunter.com Mighty Bargain Hunterhttp://www.ptmoney.com Make Extra Money, Save More Money, Spend Money Wiselyhttp://www.frugaldad.com A frugal perspective on money, career and familyhttp://www.cashmoneylife.com Money Management, Small Business, Careerhttp://www.ncnblog.com No Credit Needed - Debt Reduction Rockshttp://www.mymoneyblog.com My Money Blog - Personal Finance and Investing Bloghttp://www.freefrombroke.com A Personal Finance Blog for Regular Folkshttp://www.financialsamurai.com Financial Samurai - Honorable Personal Financehttp://www.christianpf.com Financial help blog, debt help and other financial resourceshttp://www.canadianfinanceblog.com The Canadian Source For Personal Financehttp://www.mydollarplan.com Retirement, Tax, and Personal Finance Tipshttp://www.lazymanandmoney.com Lazy Man and Moneyhttp://www.bloggingawaydebt.com Blogging Away Debt Our Journey to a Debt-Free Lifehttp://www.moolanomy.com Personal Finance and Money Management Tipshttp://www.moneyning.com Personal Finance Blog by Money Ninghttp://www.doughroller.net Money Management and Personal Finance Lending Club Industry Influencer ReportP a g e |5 conversation@ecairn.com
  6. 6. This graph displays the current community influencer profile for the personal financecommunity. Each dot on the graph represents a single blog source, with high influencers indark blue, medium or magic middle* influencers in royal blue and the long tail of influencers in bluelight blue/grey There are many more long tail sources which share fewer connections than blue/grey.magic middle and high influencers. It’s possible to locate a specific brand’s blog influence byplugging it into the chart. Notice that both Lending Club and Prosper.com’s blog is not heavilynetworked with other personal finance blogs and thus have relatively little influence in thecommunity at the time of this study.*The magic middle: while they lack the connections of higher influencers, they often write aboutniche or topical content and are radically influential to larger communities. Lending Club Industry Influencer ReportP a g e |6 conversation@ecairn.com
  7. 7. Influencers Map Influencer mapping shows the interconnections within the community. This makes iteasier to identify particular influencers who occupy strategic places in the network. The mapbelow displays the connections between the top 25 influencers in one big cluster shown in red. edThis cluster shows increased affinity between the high influence bloggers rather than “subspecialization” or network affiliation. When compared to our other sample reports forAmazon.com and Lancome, one can see that the personal finance community unique in itsinterconnectedness. Unlike the other reports, the top influencers of this community are veryclosely knit and communicate with each other frequently. Lending Club Industry Influencer ReportP a g e |7 conversation@ecairn.com
  8. 8. 2 - Share of VoiceShare of voice is defined as the ratio of mentions of a brand in conversations taking place in thegreater community. It can be calculated by taking the # of brand mentions divided by the total# of conversations. Share of voice allows marketers to understand how frequently a brand isbrought up through conversations within the community. This statistic allows marketers tobenchmark their presence against competitors and observe the effectiveness of buzz marketingcampaigns.Number of Mentions The following graphs illustrate the volume of conversations with mentions of theLending Club, Prosper and Wells Fargo brands during the period of March 2009 to September2009. Graph1 shows the “share of conversation” for these three brands and graph2 displaystrend over time. Graph1 Graph2 Lending Club’s share of voice during September 2009 was above Prosper and WellsFargo’s (605 to 410 and 490 respectively*). This only represented between 0.37% of the overall respectively*personal finance community discussions in April 2009 to 0.62% of the conversations duringMarch 2009.(*)Lending Club and Prosper’s own blogs are not included in this study Lending Club Industry Influencer ReportP a g e |8 conversation@ecairn.com
  9. 9. Pick-Message Pick-Up Message pick-ups indicate what marketing activities and programs caused an increasein volume of conversations between influencers. This helps determine if news or marketingefforts cause influencers to distribute the intended information or message to their community.Lending Club: • March 25th: Self Directed IRA Introduction: http://www.p2plendingnews.com/2009/03/lending-club-self-directed-ira-retirement-account/ http://www.p2plendingnews.com/2009/03/lending-club-self-directed-ira- retirement- account/ • April 28th: Finovate and Prosper Re-launch in California http://www.lazymanandmoney.com/live-from-finovate-startup-first-demo-session • May 4th: no explanation • September 2nd: partly due to $2500 prize contest http://blog.mortgageinfotoday.com/2009/09/02/news-sign-up-with-lending-club-for-a- chance-to-win-2500Prosper.com: • April 28th: Finovate and Prosper Re-launch in California http://www.wiseclerk.com/group-news/services/prosper-reopens-for-california-lenders- nationwide-borrowers • July 14th: SEC Registration Is effective http://www.p2p-loans.com/2009/07/prospers-sec-registration-declared.html Lending Club Industry Influencer ReportP a g e |9 conversation@ecairn.com
  10. 10. Sentiment Analysis Sentiment Analysis is the process of examining individual conversations frominfluencers and categorizing the content as positive, negative or neutral perspectives on thebrand. Note that this applies to all Lending Club personal finance topics concerning the brand,services, corporate image and representatives. Lending Club displayed a sentimentdistribution which is quite common toindustry competitors. The majority ofconversations in the personal financecommunity, which mention Lending Club,lean towards neutral sentiment. LendingClub also shows a healthy ratio of positive tonegative sentiment (7:4)**Notable points of sentiment: • Rise of positive and neutral sentiment towards the end of May due to launch of Service XYZ.** • Short spike of negative sentiment about due to news about competition early June.***Disclaimer: For the purposes of confidentiality on behalf of Lending Club and its competitors, several figures andnames under the section “Sentiment Analysis” have been changed and/or fabricated to protect the privacy of thecompany. Lending Club Industry Influencer ReportP a g e | 10 conversation@ecairn.com
  11. 11. 3 - Share of MindShare of mind is defined by the percentage of influencers who have talked about a brand in acertain time period. It can be calculated by taking the # of sources that mentioned the brand atleast once divided by the total # of sources. This metric allows marketers to compare a brand’svisibility in the market to its competitors. Lending Clubs’s SoM is fairly low at 0.04% (77 divided by 1660). However, competitorsfall into the same range. The graph below depicts the SoM breakdown by influence tiers andbenchmarks Lending Club against Prosper.com. Lending Club had a slightly lower share of mind in the Magic Middle and Long Tailcompared to Prosper. Both brands have plenty of opportunities to foster awareness in long tailcommunities. Lending Club Industry Influencer ReportP a g e | 11 conversation@ecairn.com
  12. 12. Below is a complete map of all influencers in the community. In this particular case,influencers who have mentioned Lending Club at once in six months are represented by nodesin blue Nodes in red have not mentioned Lending Club in the past six months. Although they blue.do not have a dominant presence, it is clear that Lending Club’s existence in the community isnot limited to particular blog clusters and permeates through a large portion of the network. Lending Club Industry Influencer ReportP a g e | 12 conversation@ecairn.com
  13. 13. People mentioning Lending Club the most eCairn Conversation™ has the ability to identify promoters and detractors and sort theirinfluence level by ranking. Taking this further, analysts can compare a brand toits competitors within the marketplace by calculating the number of posts related to each brandand then rating the sentiment of conversations from positive to negative. The table belowshows the influencers who have spoken about Lending Club the most. Influencers have squareicons in dark blue Magic Middle in blue and Long Tail in light blue blue, blue. Influencers Magic Middle and Long Tail bloggers Lending Club Industry Influencer ReportP a g e | 13 conversation@ecairn.com
  14. 14. Promoters and Detractors: Promoters/Detractors are defined as influencers who have mentioned a brand at leastfive times in a six month period and have left positive/negative sentiment towards the brand ineach case.Here is the breakdown of Lending Clubs’s Promoters and Detractors** Magic Middle Influencers Long TailPromoters 6 24 55Detractors 1 9 24 Ratio* 6:1 8:3 2:1*Ratio is Promoters:Detractors (Approx.) :Lending Club’s promoters outweighits detractors.**Disclaimer: For the purposes of confidentiality on behalf of Lending Club, several figures under the section“Promoters and Detractors” have been changed/fabricated to protect the privacy of the company. Lending Club Industry Influencer ReportP a g e | 14 conversation@ecairn.com
  15. 15. Conversation of Topics 4 – Share of Conversation of P2P Lending TopicsOwnership of a topic (the outcome of positioning) is defined by how many times your brand ismentioned along with the target topic. It can be calculated by taking the # of brand mentionsassociated with the topic divided by the total # of conversations associated with the topic.So how does Lending Club perform in the peer-to-peer lending topic? Peer-to-Number of Mentions within the Peer-to-peer Lending Topic (Period of March 2009 – September 2009) Both Lending Club and Prosper owned a fair equal share of the peer-to-peer lendingtopic. Neither has had a significant dominance of the topic over period of this study. Lending Club Industry Influencer ReportP a g e | 15 conversation@ecairn.com
  16. 16. Breakdown of the P2P Lending Topic Expression clouds allow you to understand the key expressions encountered in P2Pdiscussions from the community. This knowledge should be leveraged in marketing collateralsand digital properties. Note, that eCairn Conversation™ is capable of creating expression cloudsin multiple languages. Below is an expression cloud (created by our Expression Explorer) of themost frequent expressions encountered in P2P discussions in the private lending community: Marketers should analyze the complete list of expressions and look for highly relevantwords. Below is a more extensive list of the top 100 expressions on P2P lending fromConversation™. The words are ranked from most frequently used to least: 1 to 25 26 to 50 51 to 75 76 to 100 lending credit card debt savings ira lending club good lending companies online loan prosper self directed ira great peer to peer risk market amount peer lending borrow money related service money social lending lending club account consider credit personal loans earn bank account credit card return finance peer lending companies peer-to-peer lending interest rate investors company business borrowers lending club notes enhanced by better well investment savings account feed from ozh p2p loan funds personal add to del.icio.us line of credit credit score new best good credit bank lending club review annualized return credit report time payments option lending club performance account companies lending club ira balance transfer year peer lending site net annualized return fees month better lending sites high rate of return financial site free offer lend money website lending club offers debt roth ira lending club investment lending club investors lenders p2p credit karma cash p2p lending help club and prosper check peer-to-peer lending notes work individuals credit card debt personal finance mutual funds peer loans Lending Club Industry Influencer ReportP a g e | 16 conversation@ecairn.com
  17. 17. Club’sPresence of Lending Club’s Influencers in the P2P Lending Topic Below is a map of all influencers who mentioned peer-to-peer (P2P) lending inconversations at least five times in a six month period. Blogs that did not mention Lending Clubare shown in blue Blogs that mentioned Lending Club in the context of P2P topics are shown blue.in green This sort of overlay allows marketers to see that Lending Club’s presence is still quite reen.diffuse across the sub community and not limited to clusters. Lending Club Industry Influencer ReportP a g e | 17 conversation@ecairn.com
  18. 18. About eCairn eCairn Inc. is a software technology company, founded in October 2006. We specialize incommunity and influencer marketing and differentiate by focusing on the question: “Whomatters?”. Our motto is: “You can monitor billions of conversations, or listen and engage withpeople who matter”. eCairn Conversation™ is the best platform for enterprises andmarketing/public relations firms that want to map communities, listen and engage withinfluencers and measure the impact of their engagement. Our headquarters are located in Los Gatos, California; in the heart of Silicon Valley. Ourfounders have a background in collaborative filtering, linguistics, software development andsoftware engineering at well known companies such as Hewlett Packard, Sun, Xerox, eBay andMotorola.Detailed customized reports specific to your brand(s) and competitor(s) that alsoinclude relevant consumer posts and expert analysis are available.Weekly live demos of Conversation™ are available from our website at http://www.ecairn.comContact us at, conversation@ecairn.com or call (650)388-8962 for more info. Additional acknowledgements: Data comes from eCairn Conversation™, Graphs are builtwith Touchgraph, Tag clouds are built with Wordle. Lending Club Industry Influencer ReportP a g e | 18 conversation@ecairn.com

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