Introducing the 2015 Social Media Power Influencers by Haydn Shaughnessy Learn how to identify and target influencers for your next campaign with Val Lopez

1. Influencer
Identification & Analysis
#2015Influencers

2. Panelist
Haydn Shaughnessy
Author of “Shift: A User’s Guide to the New Economy
Valerie Lopez
VP, Media Research, Cision
Rob Floyd
SVP, StatSocial

3. Top Social Media Power Influencers
• 2012: PeekAnalytics, Haydn Shaughnessy, Forbes
• 2013: PeekAnalytics, Haydn Shaughnessy, Forbes
• 2015: StatSocial, Haydn Shaughnessey, MediaPost
*This year, with StatSocial data, we’re
able to look into who the influencer is
reaching, not just their social connections

4. 2015 Power List

5. Haydn Shaughnessy
Co-Founder, The Disruption House
@haydn1701
Social Media Influence

6. We measured community influence across five categories
● Social media
● Marketing
● Advertising
● Technology
● Business leaders
The Power List represents the TOTAL IDENTIFIED FOLLOWING
divided by the AVERAGE number of followers who show strong
interest in these categories
The Power List

7. StatSocial Profile:
HSBC Bank
Followers
Interests -
business
leaders

8. Influence and measurement
We can now measure many aspects of the
web:
● Stat social measures PULL but also
measures social affinity
● Little Bird measures community
● Leximancer measures meaning

9. StatSocial Demographics of HSBC Bank UK

10. Social
Affinity

11. Little Bird measure of community density

12. High Level Semantic Analysis - Shadow Banking
Shadow and banking
Financial
Funding
Market
System
Intermediaries
Heat map of major concepts Likelihood
Prioritized list of Concepts

13. Top 10 Issues:
Shadow Banking v Traditional Banking
Traditional
banking
Firebreak
Funding fast
growing
merchants
Microcredit
Uncertainty
and liquidity
mix
TLB v HY
Bonds
Regulatory
arbitrage v
specialization
Employment
funding and
volatility
Shadow-trad
interdepende
nce
Credit inter-
meditation
Reverse repos

14. 2015 Power List
Position Name @twitter Pull Weight Adjusted pull
1 Guy Kawasaki @GuyKawasaki 3,859 0.435 1,677
2 Robert Scoble @Scobleizer 2,513 0.664 1,668
3 Chris Brogan @chrisbrogan 2,374 0.612 1,452
4 Mari Smith @MariSmith 2,401 0.604 1,449
5 Brian Solis @Briansolis 1,708 0.696 1,190
6 Ann Handley @MarketingProfs 1,786 0.661 1,181
7 Jeff Bullas @Jeffbullas 1,816 0.600 1,090
8 Glen Gilmore @GlenGilmore 2,176 0.476 1,037
9 Warren
Whitlock
@WarrenWhitlock 2,069 0.497 1,029
10 Seth Godin @ThisIsSethsBlog 2,033 0.502 1,020
11 Chris Sacca @Sacca 2,057 0.484 996
12 Pam Moore @PamMktgNut 1,841 0.524 964
13 Danny Sullivan @dannysullivan 1,399 0.682 954
14 Jeremiah
Owyang
@Jowyang 1,284 0.741 951
15 Darren Rowse @problogger 1,605 0.583 936
16 Scott Stratten @unmarketing 1,576 0.567 894
17 Kim Garst @Kimgarst 2,126 0.416 884
18 Ted Coin @Tedcoine 2,425 0.352 855
19 Ann Tran @AnnTran_ 2,699 0.306 826
20 Ted Rubin @TedRubin 1,986 0.412 819
21 Jeff Jarvis @Jeffjarvis 1,412 0.567 801
22 Jay Baer @Jaybaer 1,100 0.707 778
23 Brian Clark @Brianclark 1167 0.652 761
24 Liz Strauss @Lizstrauss 1,296 0.580 751
25 Laura Fitton @Pistachio 1,284 0.578 742
Social Media Power Influencers 2015, based on Five Categories of Interests

15. 2015 Power List

16. The criteria again
Total identified followers
divided by
the average of these categories, or how many of an influencer’s
followers also show an interest in these topics.
● Social media
● Marketing
● Advertising
● Technology
● Business leaders

17. What do we think it shows?
1. Persistence - many of the names from 2012 appear in
2015: first mover advantage still pays off. Looking at the
top 20, everyone appears in the 2012 top 50.
1. Movement - names like Brian Solis rise up the list when
you incorporate business affinity
1. Leadership - the top 4 have significantly more following
than the next 4; there is a drop of over 30% in the top 5

18. Identifying the Right Influencer
Robert Floyd
SVP, StatSocial
@rfloyd29

19. StatSocial measures the social
affinity of a Twitter audience
value (percentage of the audience who likes brand,
influencer, tv show)
multiple (how likely the audience is to like brand,
influencer, tv show, compared to the average)
Affinity is displayed as

20. Ex: @Huggies
50,000 followers

21. Top Influencers by value-who most of your audience likes

22. Sorting by the multiple provides the influencers your audience is
most likely to like

23. Analyzing Your Influencers
Valerie Lopez
VP Media Research, Cision
@ValerieLopez

24. 2424
Cision Social Demographics
We have partnered with StatSocial to offer demographics for our
social influencers in CisionPoint
What are Social Demographics?
•Rich consumer insights for PR professionals and marketers, allowing them to
better identify and qualify social audiences, as well as target content to create
successful social initiatives
Social demographic information provided, includes:
•Gender
•Age
•Income
•Audience Type
•Social Pull

25. 2525
Social Pull - What Is It?

26. 2626
Key Benefits
In the vast world of social media you can zero in on the ones that
really matter
Uncover the breakdown of the audience that follows an
influencer to find the consumers you want to target
The demographics provide more than just the public information
from Twitter on followers. StatSocial pulls this data from more
than 60 different sources to provide accurate demographics.
In addition to the demographics, Cision provides detailed profiles
on these influencers to help you better engage

27. 2727
Why Care about a Passive Audience
Your passive audience may not be active tweeters but they are
still visiting your web site, reading your e-mail marketing
messages, clicking on your brand’s links and banners, and
ultimately giving you their business.
Stat Social does not weigh highly what the market tends to call
'activity' metrics (tweet count, last tweet, follower vs. following
ratio, etc.) in our algorithm. We know spambots can tweet, a lot in
fact, and some humans prefer to just listen.

28. 2828
You’re a publicist trying to
get influencers to tweet about
a new play aimed at Gen Y.
You need to give a limited
number of free tickets to
social influencers.
Who do you pick?
Cision Social Demographics

29. 2929
Cision Influencer Report
You’re launching a new watch and
want to target women.
Which influencer should you target?

30. 3030
Is Social Outreach Right For You?
Do you target social influencers in your campaigns today?
Are you using social media for your PR campaigns?
Who is your target demographic?
Do you share your products/services with key influencers? How
do you decide who?

31. http://www.statsocial.com/#!/social-influencers
Full List can be found on StatSocial