Matt Thomson: Understanding Influence Across the Web

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Matt Thomson: Understanding Influence Across the Web

  1. 1. Influence is More than Skin Deep Matt Thomson VP of Platform, Klout @daddymention / @klout
  2. 2. What is Influence?
  3. 3. Not about followers and friends
  4. 4. in•flu•ence: the ability to drive action
  5. 5. How is influence measured?
  6. 6. Network Analysis
  7. 7. Social Actions Clicks Conversations ListsMessages
  8. 8. Quality of content. Basis of knowledge.
  9. 9. What is Klout?
  10. 10. The Standard for Influence ❝ ❞ 800+ API Partners Influencer Perks
  11. 11. The Klout Score 0 100 11 (average) Most InfluentialMost InfluentialMost InfluentialMost InfluentialInactiveInactiveInactiveInactive
  12. 12. Score Components True Reach Amplification Network
  13. 13. Sub-heading will take up two lines usually
  14. 14. Why Do Consumers Care? 1.Know who to trust 2.Know how to tend
  15. 15. Virgin America Perk
  16. 16. Klout Influencer Campaigns 1. Targeting 2. Invitation 3. Engagement 4. Measurement
  17. 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. 18. Klout delivered 30 email invitations on a rolling basis. Results were 2-3x industry average Invitation Open Rate Click RateCity Open Rates
  19. 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. 20. Klout influencers generated a torrent of tweets surrounding the campaign Engagement 264 Engaged Influencers 5000+ Total Tweets 5.6 Avg Tweets / Influencer
  21. 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. 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. 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. 24. Impressions The campaign drove millions of impressions to influencers 41Million
  25. 25. Q’s Please reach out: @daddymention matthew@klout.com

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