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Measuring influence and brand awareness in the Blogosphere
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Measuring influence and brand awareness in the Blogosphere

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This is a presentation I held at Podcamp Europe 2007. The examples included are from the Swedish blogosphere but our data is global so the same analysis could be performed in any part of the world.

This is a presentation I held at Podcamp Europe 2007. The examples included are from the Swedish blogosphere but our data is global so the same analysis could be performed in any part of the world.

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  • 1. MARTIN KÄLLSTRÖM [email_address] skype: martinkallstrom
  • 2.  
  • 3. 500 000 BLOG POSTS/DAY
  • 4. 10 000 POSTS IN SWEDISH
  • 5. 10 000 = 2% POSTS IN SWEDISH 10 000 SWEDISH
  • 6. CONNECTING BLOGS WITH MSM
  • 7.  
  • 8. CONNECTING BLOGS WITH MSM
  • 9. NEWSPAPER: +200% BLOG LINKS
  • 10. NEWSPAPER: +200% BLOG LINKS = GOOGLEJUICE
  • 11. BLOGS: +1000% VISITORS
  • 12. MORE TRAFFIC
  • 13. BRAND POSITIONING
  • 14. WHAT IS INFLUENCE?
  • 15. INFLUENCE: FRIENDS
  • 16. INFLUENCE: FRIENDS RELIGION
  • 17. INFLUENCE: FRIENDS RELIGION TV
  • 18. INFLUENCE: FRIENDS RELIGION TV IDOLS
  • 19. INFLUENCE: RELEVANCE PRESENTATION TRUST
  • 20. INFLUENCE: RELEVANCE PRESENTATION TRUST HOW CAN YOU MEASURE THIS?
  • 21. CLASSIC RANKING: NUMBER OF INCOMING LINKS = AUTHORITY
  • 22. CLASSIC RANKING NUMBER OF INCOMING LINKS = AUTHORITY
  • 23. BLOGGERS LIKE TO CONNECT
  • 24. BLOGGERS LIKE TO CONNECT ...A LOT
  • 25. BLOGGERS LIKE TO CONNECT BUT NOT TO ANYONE
  • 26. Technology, media News, politics Popular culture Fashion Lifestyle CORE OF SWEDISH BLOGOSPHERE
  • 27. Technology, media News, politics Popular culture Fashion Lifestyle CORE OF SWEDISH BLOGOSPHERE POLITICAL BLOGS DON’T INFLUENCE FASHION BLOGS
  • 28. PROPOSAL ON HOW TO MEASURE INFLUENCE
  • 29. FOR EACH LINK BETWEEN BLOGS
  • 30. FOR EACH LINK BETWEEN BLOGS MEASURE CONTENT SIMILARITY
  • 31. ” PODCAMP EUROPE WAS A FANTASTIC EVENT” BLOG 1
  • 32. ” PODCAMP EUROPE WAS A FANTASTIC EVENT” BLOG 1 ” JEFF PULVER HAD AN HAWAII SHIRT AGAIN” BLOG 2
  • 33. ” PODCAMP EUROPE WAS A FANTASTIC EVENT” BLOG 1 BLOG 2 BLOG 3 ” AS OTHERS HAVE WRITTEN , PODCAMP EUROPE WAS A FANTASTIC EVENT.” ” JEFF PULVER HAD AN HAWAII SHIRT AGAIN”
  • 34. ” PODCAMP EUROPE WAS A FANTASTIC EVENT” BLOG 1 BLOG 2 BLOG 3 ” AS OTHERS HAVE WRITTEN , PODCAMP EUROPE WAS A FANTASTIC EVENT.” ” JEFF PULVER HAD AN HAWAII SHIRT AGAIN”
  • 35. ” PODCAMP EUROPE WAS A FANTASTIC EVENT” BLOG 1 BLOG 2 BLOG 3 ” AS OTHERS HAVE WRITTEN , PODCAMP EUROPE WAS A FANTASTIC EVENT.” HIGH INFLUENCE NO INFLUENCE ” JEFF PULVER HAD AN HAWAII SHIRT AGAIN”
  • 36. ...AGGREGATED OVER 55 MILLION BLOG POSTS LINKING TO EACH OTHER IN 80 MILLION WAYS
  • 37. = MEASURE OF INFLUENCE? ...AGGREGATED OVER 55 MILLION BLOG POSTS LINKING TO EACH OTHER IN 80 MILLION WAYS
  • 38. MAPPING BRAND AWARENESS
  • 39. Technology, media News, politics Popular culture Fashion Lifestyle CORE OF SWEDISH BLOGOSPHERE
  • 40. BLOGS MENTIONING ”SONY” Q1 2007
  • 41. Technology, media News, politics Popular culture Fashion Lifestyle BLOGS MENTIONING ”SONY” Q1 2007
  • 42. GÖRAN PERSSON FORMER SWEDISH PRIME MINISTER
  • 43. EBBA VON SYDOW FASHION QUEEN
  • 44. VS.
  • 45. Technology, media News, politics Popular culture Fashion Lifestyle BLOGS MENTIONING ”EBBA VON SYDOW”
  • 46. Technology, media News, politics Popular culture Fashion Lifestyle BLOGS MENTIONING ”GÖRAN PERSSON”
  • 47. MARTIN KÄLLSTRÖM [email_address] skype: martinkallstrom