Simon Rogers - Leveraging Communities


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Simon Rogers - Leveraging Communities

  1. 1. “ Leveraging Communities” Digital Engagement Analysis July 2010
  2. 2. About us
  3. 3. About us <ul><ul><li>London, Cochin and New York, with resellers in Rotterdam and San Francisco </li></ul></ul><ul><ul><li>Founded 2004 </li></ul></ul><ul><ul><li>Execs from Amazon, BBC, British Telecom, Cap Gemini, Systems Union </li></ul></ul><ul><ul><li>A team of 31 from a variety of backgrounds: </li></ul></ul><ul><ul><ul><li>Brand management </li></ul></ul></ul><ul><ul><ul><li>Campaigns, communications, and PR </li></ul></ul></ul><ul><ul><ul><li>Business consulting </li></ul></ul></ul><ul><ul><ul><li>Journalism </li></ul></ul></ul><ul><ul><ul><li>Market research and analysis </li></ul></ul></ul><ul><ul><li>75 blue chip clients all sectors in UK, EU and US </li></ul></ul><ul><ul><li>Award-winning social media campaigns </li></ul></ul><ul><ul><li>Privately held </li></ul></ul>
  4. 5. <ul><ul><li>New Product Launch </li></ul></ul><ul><ul><li>Crisis Management </li></ul></ul><ul><ul><li>Reputation management – CSR/Company level </li></ul></ul><ul><ul><li>Campaign Management </li></ul></ul><ul><ul><li>Research Metrics </li></ul></ul>The ‘Client Needs’
  5. 6. Conversations create Communities
  6. 7. <ul><li>The communities people form online are based around the common interests and problems of the people involved. </li></ul><ul><li>If you make your message relevant and useful to these communities, you can develop and deliver creative programmes that: </li></ul><ul><ul><li>Promote conversations </li></ul></ul><ul><ul><li>Reflect and convey your brand message. </li></ul></ul><ul><li>We examine the brand proposition and message, business goals and objectives, and the landscape in which the brand exists to understand: </li></ul><ul><ul><li>The communities to become a part of to achieve your objectives </li></ul></ul><ul><ul><li>The conversations to join to engage with those communities </li></ul></ul><ul><ul><li>The strategies needed to join the conversations </li></ul></ul><ul><ul><li>The message, tone and language to use to make a connection with the community members </li></ul></ul>
  7. 8. <ul><li>Establish the brand proposition or challenge. </li></ul><ul><li>Determine the communications and business objectives. </li></ul><ul><li>Based on the proposition and objectives, identify structured conversations (the Topics) that provide appropriate contexts for the brand to engage with its publics online. </li></ul><ul><li>We analyse the Topics mathematically to recommend people and organisations to address, and the messages to use to engage with them. </li></ul><ul><li>The information and insights delivered provide the basis for a creative, measurable campaign. In practical terms they tell you who to talk to and how. </li></ul>Approach
  8. 9. Triangulation Conversation contexts Business & communications objectives Brand proposition or challenge <ul><li>Communities </li></ul><ul><li>Influencers </li></ul><ul><li>Messages </li></ul><ul><li>Strategy </li></ul><ul><li>Creative platform for engagement </li></ul>
  9. 10. Examples…
  10. 11. Booze…
  11. 12. Sex…
  12. 13. … International Diplomacy
  13. 14. Influence Network – Topic: HotHatches
  14. 15. The Egonet of an ‘Influential authority’
  15. 16. The Influencers & how they rank
  16. 17. … Measures Criteria used for conversation analysis are as follows: Influence: Defined as a source’s ability to affect actions or opinions in a given context. A source with high influence tends to be mentioned by other sources also influential on that topic. Influence considers both the quantity and quality of mentions made. Popularity (profile): The extent to which the views of sources on a particular topic are liked or supported by many other people. A source with a high level of popularity has been frequently mentioned in the context of the topic. Relative influence: Sources with a high relative influence have a lower popularity and smaller number of connections, but are linked to by important Influencers considered “in the know”. Hubness: Sources which act as hubs may not have a high level of influence themselves, but play an important role in connecting Influencers together and amplifying their content and opinions to a wider audience. Betweenness: Measures how important a stakeholder is in the flow of information on a particular topic. Stakeholders with a high betweenness tend to hold a powerful position because they facilitate conversations between other stakeholders on that topic.
  17. 18. Influence Analysis methodology <ul><ul><li>The History... </li></ul></ul><ul><ul><ul><li>Francois Quesnay (1758) ‘Tableau Economique’ – the input-output model of the economy </li></ul></ul></ul><ul><ul><ul><li>Wassily Leontief (1941) ‘The Structure of American Industry’ and his Nobel Prize-winning mathematical model </li></ul></ul></ul>
  18. 19. Our citation analysis <ul><ul><ul><li>Establish which websites are referenced in context of the topic </li></ul></ul></ul><ul><ul><ul><li>Those sufficiently referenced are stakeholders </li></ul></ul></ul><ul><ul><ul><li>A reference is a vote for that stakeholder </li></ul></ul></ul><ul><ul><ul><li>Total votes score the influence of that stakeholder </li></ul></ul></ul><ul><ul><ul><li>Votes not equal; dependent upon influence of the voter </li></ul></ul></ul>
  19. 20. MarketInfluence & Skyttle
  20. 22. Q & A
  21. 23. Simon Rogers +44 7977 00 1372 [email_address]