Influence, What influence? How to measure influence and engage with influencers

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Delivered at Social Media Impact 2012, in Marrakech, this speech takes a look at Influence, one of the key drivers of Word of Mouth marketing.

In this speech, I look at the relevance of Influence, the different measurement systems with their pros and cons, as well as some keys to engaging with influencers.

If you would like to know more, please connect with me on Twitter @mdial or send me a mail to minter@themyndset.com. You can also read more on www.themyndset.com

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Influence, What influence? How to measure influence and engage with influencers

  1. 1. All Rights Reserved - The Myndset Company In-flu-ence what’s the deal? Minter DIAL 12 October 2012Saturday, October 13, 12
  2. 2. 3 Objectives I. Understanding influence II. Finding and measuring influence III. Keys to engaging influencers Q&A All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  3. 3. All Rights Reserved - The Myndset Company 1 Understanding influence All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  4. 4. All Rights Reserved - The Myndset Company WHY? should we care so much? All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  5. 5. The online customer now uses a All Rights Reserved - The Myndset Company range of touchpoints to carefully research purchases Word#of#mouth# 72# Consumer#review# 54# Expert#review# 52#sumer#views#on#microblogs# 48# Price#Comparison#site# 47# Consumer#views#on#SN# 46# Online#consumer#video# 32# Sales#assistant# 58# Brand#website# 58# Product#sample# 43# Online#retailer#website# 38# Brand#page#on#SN# 34# TV#Ad# 54# Newspaper#Ad# 42# Email#Ad# 38# Online#viral#ad# 35# Direct#mail# 33# Search#Ad# 28# Online#video#ad# 28# Social#Net.#Ad# 27# Source: P1a-P3; Touchpoint usage throughout Consumer Journey (All categories) Base: Purchasers answering Section P; 70441 Banner#Ad# 24# All Rights Reserved - The Myndset Company Saturday, October 13, 12
  6. 6. All Rights Reserved - The Myndset Company THE BOOM 100 75 50 25 0 1 2 3 4 5 6 7 8 9 10 11 12 All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  7. 7. All Rights Reserved - The Myndset Company When to answer? • Establish influence • Evaluate what action to take • Formulate an answer when needed “Every post deserves an action, some deserve an answer” - Lauren Vargas, Aetna All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  8. 8. All Rights Reserved - The Myndset Company Authority Influence Reach All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  9. 9. All Rights Reserved - The Myndset Company What’s the score? 2 https://sites.google.com/site/ihsafootballscores/Finding and measuring influenceSaturday, October 13, 12 All Rights Reserved - The Myndset Company
  10. 10. All Rights Reserved - The Myndset Company What is the validity of an algorithm? +ve -ve The right conversation Gaming (with the boss...) Change of Rules Stats Transparency? Social Convergence Trustworthiness? All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  11. 11. 3 free, 1 paid & 1 game All Rights Reserved - The Myndset Company Appinions, eCairn, Empire Avenue, Klout, Kred,mPACT, PeerIndex, PROskore, Radian6, Traackr, TweetLevel, TweetReach, Twitalyzer, TwitterGrade  All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  12. 12. All Rights Reserved - The Myndset Company > 85 million people analyzed on major social networks used by over 3000 brands and apps http://klout.com/corp/business All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  13. 13. All Rights Reserved - The Myndset Company True Reach – Size of engaged audience Amplification Probability – Likelihood that the content will be acted upon Network Influence – Influence level of engaged audience All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  14. 14. All Rights Reserved - The Myndset Company All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  15. 15. All Rights Reserved - The Myndset Company PeerIndex currently tracks approx 45 million Twitter profiles Based in England All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  16. 16. All Rights Reserved - The Myndset Company Authority – How much others rely on recommendations and opinions Audience – Number of people impacted by online actions Activity – The level of activity relative to communities of influence All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  17. 17. All Rights Reserved - The Myndset Company All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  18. 18. All Rights Reserved - The Myndset Company Influence Score: The measure of ability to inspire others Outreach Score: Measured in levels (12), an indication of how generous you are To which 200 communities you belong All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  19. 19. All Rights Reserved - The Myndset Company All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  20. 20. Twitter Blog RSS Twitter Blog RSS Facebook Twitter Facebook Twitter Facebook Foursquare Facebook LinkedIn Google+ LinkedIn Quora YouTube YouTube YouTube Instagram Tumblr Blogger Wordpress Networks tracked Last.fm Flickr All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  21. 21. All Rights Reserved - The Myndset Company Your Objective(s)? All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  22. 22. Evaluate patterns All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  23. 23. All Rights Reserved - The Myndset Company Understand their [hi-]story All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  24. 24. All Rights Reserved - The Myndset Company Channel choice? All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  25. 25. WIIFM? All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  26. 26. All Rights Reserved - The Myndset Company CONCLUSION Social Media aggregators Activity ≠ Influence Don’t “game” influence All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  27. 27. All Rights Reserved - The Myndset Company TechCrunch article Marketing Land Business2Community FURTHER READING All Rights Reserved - The Myndset CompanySaturday, October 13, 12
  28. 28. themyndset.com minterdial.fr @mdial minter@themyndset.com @mdialFR +33 6 23 65 76 61 All Rights Reserved - The Myndset CompanySaturday, October 13, 12

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