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Identifying Influencers: A Content-Oriented Approach

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A fascinating presentation, packed with stats and charts, in which Carol Leaman, CEO of Postrank, explains how Postrank is working to identify influencers.

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Identifying Influencers: A Content-Oriented Approach

  1. 1. Measuring Audience Engagement & Influenceintelligence from the social web<br />Carol Leaman, CEO<br />@carolleaman<br />carol@postrank.com<br />
  2. 2. Links as votes<br />Idea: “Great Pages” are the ones with many links<br />“PageRank” circa 1997<br />
  3. 3. Links as votes<br />User Votes<br />Microblogging<br />Comments<br />Bookmarking …<br />Social Web: Users vote, comment, bookmark, …<br />“PostRank” circa 2007<br />
  4. 4. 3B+ Archived Metrics 2B+ Archived Posts<br /> 350M+ user panel indexed & available in real-time…<br />
  5. 5. Consumers: Find & Read What Matters<br />http://gr.postrank.com<br />
  6. 6. Rank Content, Feeds, Site Engagement<br />AdAge 150, Atlantic 50, etc…<br />
  7. 7. 80% of the engagement <br />with a publisher’s content <br />happens away from their <br />site!<br />
  8. 8. 50%+ of that engagement happens<br />during the first hour<br />
  9. 9. Real-time<br />Off-site + On-site<br />Friendfeed for your content<br />PostRank Analytics<br />http://analytics.postrank.com<br />
  10. 10. Topic Influencers<br />Optimization Advice<br />
  11. 11. Ranking of Content<br />Ranking of Feeds<br />Ranking of Influencers<br />Ranking ….<br />is much improved when you understand the Social Graph…<br />
  12. 12. Given a site, or a social profile (ex: twitter) <br />How do we measure the engagement & influence?<br />Who is behind this site?<br />Future Research & Direction:<br /><ul><li> Unified Profile: Blog(s), Twitter, Facebook, …
  13. 13. Verified, Claimed, Measurable & Real-time
  14. 14. Going beyond subjective “Ego Network” metrics</li></ul>Unified Profile of an Influencer<br />we all have twitter, facebook, blogs…<br />
  15. 15. People Matter:<br /> . Social graph, hard to map historically<br /> . Ego networks, best predict behavior of individual<br />
  16. 16. People Matter:<br /> . Social graph, hard to map historically<br /> . Ego networks, best predict behavior of individual<br />
  17. 17. Different Ways to Look at Influence<br />Ruby Authorities: Sites that have linked to each other in the community<br />
  18. 18. Different Ways to Look at Influence<br />Out Links: Sites that have linked the most to others<br />
  19. 19. Different Ways to Look at Influence<br />Ruby Influencers: People that have linked to each other <br />
  20. 20. Different Ways to Look at Influence<br />Ruby Influencers: People that have mentioned other people<br />
  21. 21. PostRank Connect<br /><ul><li>20M+ Actor Database
  22. 22. Mapping the Social Graph
  23. 23. Automated profile verification
  24. 24. Claimed author profiles
  25. 25. Q: Top 50 Influencers in X?</li></ul>http://connect.postrank.com/<br />Future Research & Direction:<br /><ul><li> Unified Profile: Blog(s), Twitter, Facebook, …
  26. 26. Verified, Claimed, Measurable & Real-time
  27. 27. Going beyond subjective “Ego Network” metrics
  28. 28. Understanding & analyzing the topology of the networks
  29. 29. Optimal set of actors to seed a message with for your campaign?
  30. 30. Optimal set of actors given a budget? </li>

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