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TRAACKR @ TTMM
 

TRAACKR @ TTMM

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This is the material I presented at Third Tuesday Measurement Matters Conference in Toronto.

This is the material I presented at Third Tuesday Measurement Matters Conference in Toronto.

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    TRAACKR @ TTMM TRAACKR @ TTMM Presentation Transcript

    • THE CHALLENGES of SoCIAL MEDIA MEASUREMENT THRoUGH THE LENSE of online influence
    • ONLINE INFLUENCErs arE at thE CENtEr OF sOCIaL mEdIa INItIatIvEs. Many companies are working on measuring online influence to identify these influencers. #ttmm | tRAACKR 2010 | PAge 2
    • MEASURING ONLINE INFLUENCE IS COMPLICATED... Why? #ttmm | tRAACKR 2010 | PAge 3
    • who’s #1 influencer? #ttmm | tRAACKR 2010 | PAge 4
    • well, it depends... #ttmm | tRAACKR 2010 | PAge 5
    • health #ttmm | tRAACKR 2010 | PAge 6
    • health #ttmm | tRAACKR 2010 | PAge 7
    • tech #ttmm | tRAACKR 2010 | PAge 8
    • tech / cell #ttmm | tRAACKR 2010 | PAge 9
    • tech / cell / hacking #ttmm | tRAACKR 2010 | PAge 10
    • INFLUENCE Is CONTEXTUAL – IT HAs MULTIPLE DIMENsIONs. It depends on the topic, on the influencer’s network, and it depends on you! #ttmm | tRAACKR 2010 | PAge 11
    • to measure each dimension, there are disparate datatypes. Participation happens across multiple platforms. For each platform, there are different ways of measuring performance. #ttmm | tRAACKR 2010 | PAge 12
    • how ComPAnies usuAlly thinK About influenCe meAsuRement #ttmm | tRAACKR 2010 | PAge 13
    • simplify the problem – one dimension, one platform. If influence means how much others talk about your content, and if retweets measure of how your content travels, then retweets measure influence. #ttmm | tRAACKR 2010 | PAge 14
    • limiting the scope limits the insights. The value of the measurement is often lost before starting the computation. #ttmm | tRAACKR 2010 | PAge 15
    • complexify the solution – the ‘secret sauce’. Mathematicians apply their science and build complex algorithms. Measurement Marketers want to impress customers with the ‘silver bullet’ to measuring influence. #ttmm | tRAACKR 2010 | PAge 16
    • IT’S noT (only) ABoUT THE mATH. IT’S ABoUT wHAT yoU mEASUrE. #ttmm | tRAACKR 2010 | PAge 17
    • IT’S NOT ABOUT MARKET SHARE. IT’S ABOUT cREATINg TANgIBlE vAlUE TO INcREASE MARKET SIZE. #ttmm | tRAACKR 2010 | PAge 18
    • ULTIMATELY, MEAsUrIng onLInE InfLUEncE rEqUIrEs A MorE fLExIbLE ApproAch. #ttmm | tRAACKR 2010 | PAge 19
    • so, how can we achieve it? By embracing the chaos. #ttmm | tRAACKR 2010 | PAge 20
    • 5 Rules to meAsuRing online influenCe #ttmm | tRAACKR 2010 | PAge 21
    • Rule 1 focus on framing the problem. it’s key. #ttmm | tRAACKR 2010 | PAge 22
    • Rule 2 embrace the multiple dimensions. Collect Data. Turn it into useful Information. Look for Patterns. Learn. Iterate. #ttmm | tRAACKR 2010 | PAge 23
    • Rule 3 build complexity into your model as needed. #ttmm | tRAACKR 2010 | PAge 24
    • Rule 4 enable flexibility through modularity. Add, swap, change data sources, platforms, and algorithms without disrupting the whole system. #ttmm | tRAACKR 2010 | PAge 25
    • Rule 5 share The findings To gain insighTs. You just can’t do it alone. #ttmm | tRAACKR 2010 | PAge 26
    • facebook.com/onlineinfluence #ttmm | tRAACKR 2010 | PAge 27
    • thAnK you! facebook.com/onlineinfluence traackr.com pierreloic@traackr.com #ttmm | tRAACKR 2010 | PAge 28