The keys to twitter success –influence and measurementJonny BentwoodEdelmanjonny.bentwood@edelman.com@jonnybentwood       ...
Fish where the fish are*.                              * Fishermen (and bears)                            have known this ...
Share the discussion today: #tweetlevel                  via @jonnybentwood
Pop quiz…If you were promoting healthy eatingwhere should you focus your time?                        Share the discussion...
Share the discussion today: #tweetlevel                  via @jonnybentwood
Share the discussion today: #tweetlevel                  via @jonnybentwood
To identify the curator we focus on the individuals who help spread theconversation. These people would normally be ignore...
The curator keeps a conversation goingand is a critical point of influenceIdea starters initiate the dialogue which the am...
Share the discussion today: #tweetlevel                  via @jonnybentwood
Why is it important to identify idea starters, amplifiers & curators• In partnership with the Web Science  Institute, Edel...
BlogLevel and TweetLevela GPS for navigating influence•   Free tools to identify and track influential people on any    to...
Used by brands as a social mediaplanning and measurement tool analyse buzz        share of voice             related phras...
Used to identify who is influential onany specific topic First sort by context and   ...then analyze relevant          rel...
Understanding the influentialdetailed analysis of blogger and tweeter                                Share the discussion ...
Share the discussion today: #tweetlevel                  via @jonnybentwood
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The keys to twitter success – influence and measurement

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  • There are different kinds of people in the online world – from idea starters to amplifiers to viewers. Each individual has a very important role in the making of the social web. It’s vital that we recognise each and every single person’s contribution, and understand how they like to interact. Optional clarification about the various roles of the influentialsSome people are very vocal and ‘loud’ on the social web. They have a lot of followers who listen to every word they say. Others might prefer to be more reactive, so they might listen into a conversation and pick up information that they like to share with friends and their communities of trusted followers. Then there are viewers. They are often hidden because they would read and follow certain conversations but not necessarily comment or react to it online. It’s easy to forget this group of influentials exist because they are so ‘quiet’ on the social web. But they are actually one of the most important people online – they create the Google Juice which keep the influential people influential and at the top of Google’s rankings. Edelman works in partnership with MIT and Southampton University in researching the unreleased potential of the social web and new influentials. We know this space and have academic research to back up our thinking. We’re passionate about this and our team is knowledgeable in how the new influentials would shape the future of the web.
  • The keys to twitter success – influence and measurement

    1. 1. The keys to twitter success –influence and measurementJonny BentwoodEdelmanjonny.bentwood@edelman.com@jonnybentwood Share the discussion today: #tweetlevel via @jonnybentwood
    2. 2. Fish where the fish are*. * Fishermen (and bears) have known this for years Share the discussion today: #tweetlevel via @jonnybentwood
    3. 3. Share the discussion today: #tweetlevel via @jonnybentwood
    4. 4. Pop quiz…If you were promoting healthy eatingwhere should you focus your time? Share the discussion today: #tweetlevel via @jonnybentwood
    5. 5. Share the discussion today: #tweetlevel via @jonnybentwood
    6. 6. Share the discussion today: #tweetlevel via @jonnybentwood
    7. 7. To identify the curator we focus on the individuals who help spread theconversation. These people would normally be ignored. Share the discussion today: #tweetlevel via @jonnybentwood
    8. 8. The curator keeps a conversation goingand is a critical point of influenceIdea starters initiate the dialogue which the amplifiers then spread.However, it is the niche expert (the curator) who people often seekfor advice and it is this group who maintain the conversation Share the discussion today: #tweetlevel via @jonnybentwood
    9. 9. Share the discussion today: #tweetlevel via @jonnybentwood
    10. 10. Why is it important to identify idea starters, amplifiers & curators• In partnership with the Web Science Institute, Edelman believes that influence is derived from how information flows between people who can then be segmented through their behaviors via the ‘Topology of Influence’• Engaging with the right influentials, in the right way, on the right platform is crucial to seeing our messages spread Share the discussion today: #tweetlevel via @jonnybentwood
    11. 11. BlogLevel and TweetLevela GPS for navigating influence• Free tools to identify and track influential people on any topic, any language across the blog and twittersphere Share the discussion today: #tweetlevel via @jonnybentwood
    12. 12. Used by brands as a social mediaplanning and measurement tool analyse buzz share of voice related phraseswhich web links are shared most Influence type Share the discussion today: #tweetlevel via @jonnybentwood
    13. 13. Used to identify who is influential onany specific topic First sort by context and ...then analyze relevant relevance people’s influence Share the discussion today: #tweetlevel via @jonnybentwood
    14. 14. Understanding the influentialdetailed analysis of blogger and tweeter Share the discussion today: #tweetlevel via @jonnybentwood
    15. 15. Share the discussion today: #tweetlevel via @jonnybentwood

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