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Simon Rogers - Leveraging Communities


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  • 1. “ Leveraging Communities” Digital Engagement Analysis July 2010
  • 2. About us
  • 3. About us
      • London, Cochin and New York, with resellers in Rotterdam and San Francisco
      • Founded 2004
      • Execs from Amazon, BBC, British Telecom, Cap Gemini, Systems Union
      • A team of 31 from a variety of backgrounds:
        • Brand management
        • Campaigns, communications, and PR
        • Business consulting
        • Journalism
        • Market research and analysis
      • 75 blue chip clients all sectors in UK, EU and US
      • Award-winning social media campaigns
      • Privately held
  • 4.  
  • 5.
      • New Product Launch
      • Crisis Management
      • Reputation management – CSR/Company level
      • Campaign Management
      • Research Metrics
    The ‘Client Needs’
  • 6. Conversations create Communities
  • 7.
    • The communities people form online are based around the common interests and problems of the people involved.
    • If you make your message relevant and useful to these communities, you can develop and deliver creative programmes that:
      • Promote conversations
      • Reflect and convey your brand message.
    • We examine the brand proposition and message, business goals and objectives, and the landscape in which the brand exists to understand:
      • The communities to become a part of to achieve your objectives
      • The conversations to join to engage with those communities
      • The strategies needed to join the conversations
      • The message, tone and language to use to make a connection with the community members
  • 8.
    • Establish the brand proposition or challenge.
    • Determine the communications and business objectives.
    • Based on the proposition and objectives, identify structured conversations (the Topics) that provide appropriate contexts for the brand to engage with its publics online.
    • We analyse the Topics mathematically to recommend people and organisations to address, and the messages to use to engage with them.
    • The information and insights delivered provide the basis for a creative, measurable campaign. In practical terms they tell you who to talk to and how.
  • 9. Triangulation Conversation contexts Business & communications objectives Brand proposition or challenge
    • Communities
    • Influencers
    • Messages
    • Strategy
    • Creative platform for engagement
  • 10. Examples…
  • 11. Booze…
  • 12. Sex…
  • 13. … International Diplomacy
  • 14. Influence Network – Topic: HotHatches
  • 15. The Egonet of an ‘Influential authority’
  • 16. The Influencers & how they rank
  • 17. … Measures Criteria used for conversation analysis are as follows: Influence: Defined as a source’s ability to affect actions or opinions in a given context. A source with high influence tends to be mentioned by other sources also influential on that topic. Influence considers both the quantity and quality of mentions made. Popularity (profile): The extent to which the views of sources on a particular topic are liked or supported by many other people. A source with a high level of popularity has been frequently mentioned in the context of the topic. Relative influence: Sources with a high relative influence have a lower popularity and smaller number of connections, but are linked to by important Influencers considered “in the know”. Hubness: Sources which act as hubs may not have a high level of influence themselves, but play an important role in connecting Influencers together and amplifying their content and opinions to a wider audience. Betweenness: Measures how important a stakeholder is in the flow of information on a particular topic. Stakeholders with a high betweenness tend to hold a powerful position because they facilitate conversations between other stakeholders on that topic.
  • 18. Influence Analysis methodology
      • The History...
        • Francois Quesnay (1758) ‘Tableau Economique’ – the input-output model of the economy
        • Wassily Leontief (1941) ‘The Structure of American Industry’ and his Nobel Prize-winning mathematical model
  • 19. Our citation analysis
        • Establish which websites are referenced in context of the topic
        • Those sufficiently referenced are stakeholders
        • A reference is a vote for that stakeholder
        • Total votes score the influence of that stakeholder
        • Votes not equal; dependent upon influence of the voter
  • 20. MarketInfluence & Skyttle
  • 21.  
  • 22. Q & A
  • 23. Simon Rogers +44 7977 00 1372 [email_address]