Your SlideShare is downloading. ×
Matt Thomson: Understanding Influence Across the Web
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Matt Thomson: Understanding Influence Across the Web

46,865
views

Published on

Published in: Technology, Business

1 Comment
10 Likes
Statistics
Notes
No Downloads
Views
Total Views
46,865
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
1
Likes
10
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Influence is More than Skin Deep Matt Thomson VP of Platform, Klout @daddymention / @klout
  • 2. What is Influence?
  • 3. Not about followers and friends
  • 4. in•flu•ence: the ability to drive action
  • 5. How is influence measured?
  • 6. Network Analysis
  • 7. Social Actions Clicks Conversations ListsMessages
  • 8. Quality of content. Basis of knowledge.
  • 9. What is Klout?
  • 10. The Standard for Influence ❝ ❞ 800+ API Partners Influencer Perks
  • 11. The Klout Score 0 100 11 (average) Most InfluentialMost InfluentialMost InfluentialMost InfluentialInactiveInactiveInactiveInactive
  • 12. Score Components True Reach Amplification Network
  • 13. Sub-heading will take up two lines usually
  • 14. Why Do Consumers Care? 1.Know who to trust 2.Know how to tend
  • 15. Virgin America Perk
  • 16. Klout Influencer Campaigns 1. Targeting 2. Invitation 3. Engagement 4. Measurement
  • 17. Influencer campaign seeded the initial buzz surrounding the launch of the new route Timeline First roundFirst round of invitesof invites First roundFirst round of invitesof invites June 20 June 29 Last dayLast day to flyto fly Last dayLast day to flyto fly August 23 Official routeOfficial route launch & partylaunch & party Official routeOfficial route launch & partylaunch & party All 120All 120 flights bookedflights booked All 120All 120 flights bookedflights booked July 9 June 2010 July 2010 August 2010
  • 18. Klout delivered 30 email invitations on a rolling basis. Results were 2-3x industry average Invitation Open Rate Click RateCity Open Rates
  • 19. 570570 264264 120120 2,0872,087outside contributors targeted engaged participated Engagement Klout quickly acquired the total participants, along with 2,000+ additional contributors.
  • 20. Klout influencers generated a torrent of tweets surrounding the campaign Engagement 264 Engaged Influencers 5000+ Total Tweets 5.6 Avg Tweets / Influencer
  • 21. Klout analyzed the news articles and blog posts generated around the campaign for sentiment Blog Sentiment Blog Sentiment excludes 57% neutral posts 90unique posts
  • 22. Klout analyzed sentiment for the body of tweets to understand the nature of engagement Tweet Sentiment Participant Sentiment excludes 48% neutral tweets (based on ~ 1500 tweets) Overall Sentiment excludes 70% neutral tweets (based on sample of 500 tweets)
  • 23. 2.38 M2.38 M 1.92 M1.92 M Campaign ContributorsCampaign Contributors True ReachTrue Reach Reach The campaign spread virally to millions of people Engaged InfluencersEngaged Influencers True ReachTrue Reach
  • 24. Impressions The campaign drove millions of impressions to influencers 41Million
  • 25. Q’s Please reach out: @daddymention matthew@klout.com