eMKTG 2011: Leveraging Online Influence for Your Brand

by PostRank Inc. on Mar 02, 2011

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Leveraging Influencers for Your Brand, presented at the eMKTG conference at Fanshawe College in London, ON on March 1, 2011 by Melanie Baker and Jason Santo. ...

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Leveraging Influencers for Your Brand, presented at the eMKTG conference at Fanshawe College in London, ON on March 1, 2011 by Melanie Baker and Jason Santo.

http://www.emarketingconference.ca/

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eMKTG 2011: Leveraging Online Influence for Your Brand — Presentation Transcript

Leveraging Online Influence for your Brand
Melanie Baker, Community Manager
Jason Santo, Marketing Manager
@postrank
www.postrank.com

Can Influencers Help Me?
Yep.
(A) TechCrunch conversion:
“Influencer” conversion:
~4M subscribers
~1.5% open rate
~ 60,000 eyeballs
~20K subscribers
~70%+ open rate
~ 14,000 eyeballs
~ mention you, endorse you, reprint
your content…….or not
~ huge market for social media
listening platforms now
Hail Mary…
Relationship driven

Idea: “Great Pages” are the ones with many links
“PageRank” circa 1997
Links as votes

Today’s Internet
Votes, Bookmarks, Comments, Tweets, Diggs, Trackbacks, Likes…….Social networking has taken over……

80% of the articles & stories we pay attention to are found in a social network…..

50%+ of that engagement happens during the first hour

How Wide is Our Influence?
Twitter
Avg # of Followers – 62.97 per user
Avg # of Followees – 43.52 per user
Facebook
# of FB likes – 217.2 per item (liked)
# of FB likes – 29.3 per user

3B+ Archived Metrics 2B+ Archived Posts
350M+ user panel indexed & available in real-time…

Real-time
Off-site + On-site
Friendfeed for your content
PostRank Analytics
http://analytics.postrank.com

Can Influencers Help Me? Absolutely!
TechCrunch Conversion:
“Influencer” Conversion:

4M subscribers
1.5% open rate
60,000 eyeballs
But how many convert?
20K subscribers
70%+ open rate
14,000 eyeballs
Anecdotal evidence of 3X the conversion rate of regular onlineadvertising

Hail Mary…

Big Media is Catching On…
Tim Armstrong (AOL) – “ 80:80:80 focus”

80% of domestic spending done by women
80% of commerce happens locally
80% of considered purchases are driven by influencers

People Matter
Social graph, hard to map historicallyEgo networks, best predict behavior of individual

Different Ways to Look at Influence
Ruby Authorities - Sites that have linked to each other in the community

Different Ways to Look at Influence
Out Links - Sites that have linked the most to others

Different Ways to Look at Influence
Ruby Influencers - People that have linked to each other

Different Ways to Look at Influence
Ruby Influencers-People that have mentioned other people

Thank You!
melanie@postrank.com
jason@postrank.com
@postrank
www.postrank.com

eMKTG 2011: Leveraging Online Influence for Your Brand

by PostRank Inc. on Mar 02, 2011

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eMKTG 2011: Leveraging Online Influence for Your Brand — Presentation Transcript