Digital Online Influence


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Learn how the benefits of using Digital Online Influence tools to help build your personal brand or company!

A presentation by Gencan Lam and Kyle Irani

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Digital Online Influence

  2. 2. “Think like a publisher, not a marketer.” - David Meerman Scott, American Online Strategist
  3. 3. What in the world is Online Influence? The ability to make you think or do something based off an individual’s words through an online medium.
  4. 4. Vanity Metrics?! Number of Facebook Fans/Reach Number of Twitter Followers/Reach Number of App downloads Number of Registered users Total email addresses
  5. 5. Images Courtesy of
  6. 6. It Help businesses Differentiate themselves Healthy margins Builds relationships Images Courtesy of Builds trust (information shared)
  7. 7. Where is Online InfluenceBeneficial? B2B B2C Contribute thoughts  Connects brands and and show leadership to consumers their industry  Keep customers Reach new customers engaged Attract top-notch  Attracts customers to employees locations
  8. 8. Online Influence Tools Images Courtesy of
  9. 9.  Sign-in with Facebook or Twitter Measures online influence Your score represents your online influence out of 100  Quick fact: Klout Score of 50 or more represents the 95th percentile of population!  How many people – True Reach  How much you influence – Amplification  How influential they are – Network score Images Courtesy of
  10. 10. #Linsanity Jeremy Lin, Point Guard for the New York Knicks Former Asian-American Harvard player who no one knew about Led the Knicks to an amazing 9-2 streak Each victory and the rise in online buzz correlated with his rise in popularity Klout score grew from 57 to 84 in less than a month! His twitter follower grew from 100,000 to 700,000 in 2 months Images Courtesy of
  11. 11. Cont’d  How the score is based; All Activity on  Twitter, Facebook, Tumblr, LinkedIn, FourSquare, MySpace, Instagram  Earn Klout Perks based on your influence for exclusive access to products and experiences from top brands Images Courtesy of
  12. 12. How is KloutPerks useful for business? Audi 2011 A8 Launch Event Mission: Target -> Engage -> Amplify Invited the top 217 influencers in design, luxury and technology Test drove at the event As a result, the influencers reached 3.1 million people in North America and left 51.14 million impressions Images Courtesy of
  13. 13. Another Example of a Klout Perk!Gilt Gives Discounts to MatchKlout ScoresBy Liz Gannes, March 5th, 2012 Gilt offering discounts based on Klout scores For example;  Klout score of 20 will give you 20% off Gilt purchase  Klout score of 60 will give you 60% off Gilt purchase Limited number of discounts each day As a result, this campaign drew lots of people visiting and inquiring about the website! Images Courtesy of
  14. 14.  Measures solely on Twitter influence  Score increases by retweets, @replies, followers  Score ranges from 1 to 1000, with higher scores representing greater influenceInfluence Points Distribution Outreach Points DistributionRetweet, <10,000 10 points Retweet 10 pointsRetweet, >10,000 25 points @reply or mention 10 pointsRetweet, <100,000 50 points Follow a(n) @name 1 pointNew Follow 1 point Images Courtesy of
  15. 15. Cont’d  Offline Kred  Only influence tool to include points accrued for ‘real world’ accomplishments such as:  Frequent flyer medals, memberships, degrees, ceremonies, sports, charities  Kred communities  Interest-based community membership is determined by words used in a persons Twitter Bio as well as keywords and hashtags they have historically used in their posts  Kred score is relative and ranked from within your own community  Other things that are analyzed include top communities, most used #hashtag, most clicked links, and levelling up Images Courtesy of
  16. 16.  How is Kred useful for business? 1. Huge opportunity to expand network 2. Helps identify the most respected and influential people within your own community/ network 3. Builds influence by people passing along your message across and amplifying it through tweets, retweets and followers Images Courtesy of
  17. 17.  Sign in with Facebook or Twitter Measures online influence Through Twitter, Facebook, LinkedIn, Quora, and Blog Stats Able to indicate your most talked about topic Overall score based on 8 benchmark topics / communities out of 100 Therefore, you must be influential on all aspects Images Courtesy of
  18. 18. Cont’d  Score is based on  Authority – how much others rely on your recommendations  Audience – the number of people who are impacted by your actions  Activity – how much you do that is related to the topic community  Obtain PeerPerks on products that you are influential on  Very Similar to Klout! Images Courtesy of
  19. 19. How is Peerindex good forbusiness?1. Shows the importance of participating in meaningful exchanges of information online2. Helps identifies the authority of members and the people who follow them3. Identifies and prioritizes the most talked about topics and people in social media as a whole Images Courtesy of
  20. 20. Spot Influence • A tool used to find contextual influence • Measures three main criteria: 1. Relevance 2. Reach 3. Impact • With these metrics and there specific calculation they can find out how influential a company or individual is. Images Courtesy of
  21. 21. For Profit & Non ProfitOrganization Images Courtesy of
  22. 22. For Profit Companies with Online Influence • Starbucks Coffee is a thought leader on Klout • Influential in 15 topics: 1. Coffee 2. Starbucks 3. Branding • Klout Score of 78 • Over 2,000,000 followers on twitter alone Image Courtesy of • Obama 2012 Campaign has been steady on Klout • Influential in 20 topics: 1. Politics 2. Business 3. Government • Klout Score of 91 • Over 13,000,000 followers on twitter alone Image Courtesy of
  23. 23. Non-Profit Organization Beth Kanter Co-Author, The Networked Nonprofit Image Courtesy of Twitter:@Kanter CEO of Zoetica, nonprofits and socially conscious companies, longest running and most popular blogs for nonprofits orgs The first person to use Twitter for fundraising in 2007 Internationally recognized trainer who has developed and implemented effective sector capacity building programs that help organizations integrate  social media  network building  relationship marketing best practices  Designed workshops and training programs Named by Fast Company Magazine as one of the most influential women in technology and one of Business Weeks "Voices of Innovation for Social Media" Images Courtesy of
  24. 24. Non-Profit Organization Image Courtesy of Twitter:@Invisible Jason Russell Image Courtesy of YouTube Co-Founder/ Film Maker of Invisible Children Non-Profit Organization  Programs rely on talented staff, volunteers, young activists who want to use their voices for peace  Headquarters in San Diego with offices in a vast amount of offices in Central Africa  Mission: A partnership between Invisible Children and LRA-affected communities  Enable children to take responsibility for their futures  Quality education, mentorships, the redevelopment of schools, and financial stability, Civilian protection and rehabilitation. Image Courtesy of Image Courtesy of YouTube.comImage Courtesy of Time Magazine
  25. 25. Non-Profit Organization Donna Norton Campaign Director, MomsRising Women who have been unable to purchase health insurance because of a pre-existing condition such as cancer or having been pregnant now have an option to obtain the insurance they need through the new Pre-Existing Condition Insurance Plan. Image Courtesy of Twitter:@momsrising Working to bring together millions of people who share a common concern at all income about the need to build a more family-friendly and equity-centric America Goal is to positively change the policies at congressional and State levels Twitter Account @MomsRising  15,831 followers  10,160 tweetsM Maternity and Paternity LeaveO Open Flexible WorkT Toxic Free FamiliesH Health care for KidsE Early Care and EducationR Realistic and Fair WagesS Sick Days, Paid Images Courtesy of
  26. 26. Suggestions for Businesses! 1. Trying new things = learning new things!  Try out different tools to see which one works best for you  Most of the tools offer free versions that allows you to get a first impression 2. Expand Your Network Online!  Always try to meet new people  Use tools to find the community or group of people that has a similar passion as you 3. Quality over Quantity  When creating/ blogging messages online, try to create quality posts rather than repeated messages  Remember, everything you post online are published! Like it or not!
  27. 27. Resources Image Courtesy of
  28. 28. Why Klout really matters: Money, Money, Money! By Derrick Harris, March 13th, 2012 Social media influences search results Twitter activity translates into Twitter influence Business partners pay Klout to put their perks for the “right” set of people If they like it, they will express their feelings via social media Images Courtesy of
  29. 29. A Website measures onlineinfluence, which is more valuablethan you think.Toronto Sun, May 10, 2011  Social media becoming the worlds biggest popularity contest  Influence is the ability to drive action  Beginning of an era where people have become Image Courtesy of publishers, and Klout is the first of its kind when it comes to measuring the influence of these micropublishers  Everything you post online will be graded
  30. 30. Additional Resources Ways to increase your online influence:  Developing the Organization’s Online Influence  How to manage Online Influence  Why to be active in Online Influence  Tools To Boost Your Online Influence  business/digital/web-strategy/tools-to-boost-your-online- influence/article2231866/
  31. 31.  Why Klout Is Really And Truly Valuable  The Difference between Popularity and Influence Online  influence-online/ Why Small Businesses Should Care About Their “Social Influence”  The Rise of Digital Influence and How to Measure It 