2. 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
11. 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
12. 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
14. 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
15. limiting the scope
limits the insights.
The value of the measurement is often lost before
starting the computation.
#ttmm | tRAACKR 2010 | PAge 15
16. 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
17. IT’S noT (only) ABoUT
THE mATH. IT’S ABoUT
wHAT yoU mEASUrE.
#ttmm | tRAACKR 2010 | PAge 17
18. IT’S NOT ABOUT MARKET
SHARE. IT’S ABOUT
cREATINg TANgIBlE
vAlUE TO INcREASE
MARKET SIZE.
#ttmm | tRAACKR 2010 | PAge 18