Measuring influence and brand awareness in the Blogosphere

Slide 1: MARTIN KÄLLSTRÖM martin@primelabs.se skype: martinkallstrom

Slide 3: 500 000 BLOG POSTS/DAY

Slide 4: 10 000 POSTS IN SWEDISH

Slide 5: 10 000 SWEDISH 10 000 = 2% POSTS IN SWEDISH

Slide 6: CONNECTING BLOGS WITH MSM

Slide 8: CONNECTING BLOGS WITH MSM

Slide 9: NEWSPAPER: +200% BLOG LINKS

Slide 10: NEWSPAPER: +200% BLOG LINKS = GOOGLEJUICE

Slide 11: BLOGS: +1000% VISITORS

Slide 12: MORE TRAFFIC

Slide 13: BRAND POSITIONING

Slide 14: WHAT IS INFLUENCE?

Slide 15: INFLUENCE: FRIENDS

Slide 16: INFLUENCE: FRIENDS RELIGION

Slide 17: INFLUENCE: FRIENDS RELIGION TV

Slide 18: INFLUENCE: FRIENDS RELIGION TV IDOLS

Slide 19: INFLUENCE: RELEVANCE PRESENTATION TRUST

Slide 20: INFLUENCE: RELEVANCE PRESENTATION TRUST HOW CAN YOU MEASURE THIS?

Slide 21: CLASSIC RANKING: NUMBER OF INCOMING LINKS = AUTHORITY

Slide 22: CLASSIC RANKING NUMBER OF INCOMING LINKS = AUTHORITY

Slide 23: BLOGGERS LIKE TO CONNECT

Slide 24: BLOGGERS LIKE TO CONNECT ...A LOT

Slide 25: BLOGGERS LIKE TO CONNECT BUT NOT TO ANYONE

Slide 26: CORE OF SWEDISH BLOGOSPHERE Technology, Lifestyle media Fashion Popular culture News, politics

Slide 27: CORE OF SWEDISH BLOGOSPHERE Technology, Lifestyle media Fashion Popular culture News, politics POLITICAL BLOGS DON’T INFLUENCE FASHION BLOGS

Slide 28: PROPOSAL ON HOW TO MEASURE INFLUENCE

Slide 29: FOR EACH LINK BETWEEN BLOGS

Slide 30: FOR EACH LINK BETWEEN BLOGS MEASURE CONTENT SIMILARITY

Slide 31: BLOG 1 ”PODCAMP EUROPE WAS A FANTASTIC EVENT”

Slide 32: BLOG 1 BLOG 2 ”PODCAMP EUROPE ”JEFF PULVER HAD WAS A FANTASTIC AN HAWAII SHIRT EVENT” AGAIN”

Slide 33: BLOG 1 BLOG 2 ”PODCAMP EUROPE ”JEFF PULVER HAD WAS A FANTASTIC AN HAWAII SHIRT EVENT” AGAIN” BLOG 3 ”AS OTHERS HAVE WRITTEN, PODCAMP EUROPE WAS A FANTASTIC EVENT.”

Slide 34: BLOG 1 BLOG 2 ”PODCAMP EUROPE ”JEFF PULVER HAD WAS A FANTASTIC AN HAWAII SHIRT EVENT” AGAIN” BLOG 3 ”AS OTHERS HAVE WRITTEN, PODCAMP EUROPE WAS A FANTASTIC EVENT.”

Slide 35: HIGH NO INFLUENCE BLOG 1 INFLUENCE BLOG 2 ”PODCAMP EUROPE ”JEFF PULVER HAD WAS A FANTASTIC AN HAWAII SHIRT EVENT” AGAIN” BLOG 3 ”AS OTHERS HAVE WRITTEN, PODCAMP EUROPE WAS A FANTASTIC EVENT.”

Slide 36: ...AGGREGATED OVER 55 MILLION BLOG POSTS LINKING TO EACH OTHER IN 80 MILLION WAYS

Slide 37: ...AGGREGATED OVER 55 MILLION BLOG POSTS LINKING TO EACH OTHER IN 80 MILLION WAYS = MEASURE OF INFLUENCE?

Slide 38: MAPPING BRAND AWARENESS

Slide 39: CORE OF SWEDISH BLOGOSPHERE Technology, Lifestyle media Fashion Popular culture News, politics

Slide 40: BLOGS MENTIONING ”SONY” Q1 2007

Slide 41: BLOGS MENTIONING ”SONY” Q1 2007 Technology, Lifestyle media Fashion Popular culture News, politics

Slide 42: GÖRAN PERSSON FORMER SWEDISH PRIME MINISTER

Slide 43: EBBA VON SYDOW FASHION QUEEN

Slide 44: VS.

Slide 45: BLOGS MENTIONING ”EBBA VON SYDOW” Technology, Lifestyle media Fashion Popular culture News, politics

Slide 46: BLOGS MENTIONING ”GÖRAN PERSSON” Technology, Lifestyle media Fashion Popular culture News, politics

Slide 47: MARTIN KÄLLSTRÖM martin@primelabs.se skype: martinkallstrom