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.

Published in: Business, Technology

Measuring influence and brand awareness in the Blogosphere

  1. 1. MARTIN KÄLLSTRÖM [email_address] skype: martinkallstrom
  2. 3. 500 000 BLOG POSTS/DAY
  3. 4. 10 000 POSTS IN SWEDISH
  4. 5. 10 000 = 2% POSTS IN SWEDISH 10 000 SWEDISH
  5. 6. CONNECTING BLOGS WITH MSM
  6. 8. CONNECTING BLOGS WITH MSM
  7. 9. NEWSPAPER: +200% BLOG LINKS
  8. 10. NEWSPAPER: +200% BLOG LINKS = GOOGLEJUICE
  9. 11. BLOGS: +1000% VISITORS
  10. 12. MORE TRAFFIC
  11. 13. BRAND POSITIONING
  12. 14. WHAT IS INFLUENCE?
  13. 15. INFLUENCE: FRIENDS
  14. 16. INFLUENCE: FRIENDS RELIGION
  15. 17. INFLUENCE: FRIENDS RELIGION TV
  16. 18. INFLUENCE: FRIENDS RELIGION TV IDOLS
  17. 19. INFLUENCE: RELEVANCE PRESENTATION TRUST
  18. 20. INFLUENCE: RELEVANCE PRESENTATION TRUST HOW CAN YOU MEASURE THIS?
  19. 21. CLASSIC RANKING: NUMBER OF INCOMING LINKS = AUTHORITY
  20. 22. CLASSIC RANKING NUMBER OF INCOMING LINKS = AUTHORITY
  21. 23. BLOGGERS LIKE TO CONNECT
  22. 24. BLOGGERS LIKE TO CONNECT ...A LOT
  23. 25. BLOGGERS LIKE TO CONNECT BUT NOT TO ANYONE
  24. 26. Technology, media News, politics Popular culture Fashion Lifestyle CORE OF SWEDISH BLOGOSPHERE
  25. 27. Technology, media News, politics Popular culture Fashion Lifestyle CORE OF SWEDISH BLOGOSPHERE POLITICAL BLOGS DON’T INFLUENCE FASHION BLOGS
  26. 28. PROPOSAL ON HOW TO MEASURE INFLUENCE
  27. 29. FOR EACH LINK BETWEEN BLOGS
  28. 30. FOR EACH LINK BETWEEN BLOGS MEASURE CONTENT SIMILARITY
  29. 31. ” PODCAMP EUROPE WAS A FANTASTIC EVENT” BLOG 1
  30. 32. ” PODCAMP EUROPE WAS A FANTASTIC EVENT” BLOG 1 ” JEFF PULVER HAD AN HAWAII SHIRT AGAIN” BLOG 2
  31. 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”
  32. 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”
  33. 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”
  34. 36. ...AGGREGATED OVER 55 MILLION BLOG POSTS LINKING TO EACH OTHER IN 80 MILLION WAYS
  35. 37. = MEASURE OF INFLUENCE? ...AGGREGATED OVER 55 MILLION BLOG POSTS LINKING TO EACH OTHER IN 80 MILLION WAYS
  36. 38. MAPPING BRAND AWARENESS
  37. 39. Technology, media News, politics Popular culture Fashion Lifestyle CORE OF SWEDISH BLOGOSPHERE
  38. 40. BLOGS MENTIONING ”SONY” Q1 2007
  39. 41. Technology, media News, politics Popular culture Fashion Lifestyle BLOGS MENTIONING ”SONY” Q1 2007
  40. 42. GÖRAN PERSSON FORMER SWEDISH PRIME MINISTER
  41. 43. EBBA VON SYDOW FASHION QUEEN
  42. 44. VS.
  43. 45. Technology, media News, politics Popular culture Fashion Lifestyle BLOGS MENTIONING ”EBBA VON SYDOW”
  44. 46. Technology, media News, politics Popular culture Fashion Lifestyle BLOGS MENTIONING ”GÖRAN PERSSON”
  45. 47. MARTIN KÄLLSTRÖM [email_address] skype: martinkallstrom

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