1.
THE CHALLENGES of
SoCIAL MEDIA MEASUREMENT
THRoUGH THE LENSE of
online
influence

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