Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

"Social influence analysis: a new insight territory"

4,373 views

Published on

A presentation by Anthony Fradet, COO of Linkfluence UK, at Insight Show 2017.

The presentation entails:

- Looking beyond social influence as a numbers game, and focusing on a holistic and dynamic approach placing context at its core

- Exploring three case studies combining social media research methodologies and technology that derived rich, actionable insights

- How network ecosystem analysis predicted the EU referendum result

- How audience mapping helped Danone understand cities

- How highly contextualised influence analysis informed Expedia’s Influencer Strategy

Published in: Social Media
  • There is a useful site for you that will help you to write a perfect and valuable essay and so on. Check out, please ⇒ www.HelpWriting.net ⇐
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hello! I can recommend a site that has helped me. It's called ⇒ www.WritePaper.info ⇐ So make sure to check it out!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

"Social influence analysis: a new insight territory"

  1. 1. SOCIAL INFLUENCE ANALYSIS: A NEW INSIGHT TERRITORY Anthony Fradet - Linkfluence UK Chief Operating Officer @anthonyfradet Luis Fernandes - Expedia EMEA Research and Consumer Insights Director
  2. 2. The mission of the researcher
  3. 3. QUANT QUAL The traditional toolkit
  4. 4. QUAL The new toolkit SOCIALQUANT
  5. 5. Qualitative data on a quantitative scale In vivo (vs in vitro)
  6. 6. Social data: qualitative data on a quantitative scale Vast collection of individual opinions Identification of major trends and weak signal Wide possibilities from social KPI measurement to in-depth content analysis
  7. 7. Social data: in vivo (vs in vitro) Untamed, spontaneous material Opinions expressed reach an audience, triggering tangible influence mechanisms No interrogation bias
  8. 8. What makes research methodologies fit for insight generation?
  9. 9. Framed Analysis Business Question Traditional research Quotas Samples Representativeness Discussion guides Valid Insight Structured / bias-controlled data
  10. 10. Quotas Samples Representativeness Discussion guides Unstructured / biased data Framed Analysis Social media research (for him) “Lack of control on key parameters” Business Question Valid Insight
  11. 11. Social media research Structured data Unstructured data Business Question Valid InsightFramed Analysis
  12. 12. 1) Definition of the data universe (semantic profiles) 2) Data segmentation 3) Data contextualisation through relevant social analysis frames
  13. 13. 1) Definition of the data universe (semantic profiles) 2) Data segmentation 3) Data contextualisation through relevant social analysis frames
  14. 14. Social influence is an element of context unique to social data
  15. 15. Social influence? An individual’s ability to affect other people's thinking in an online community
  16. 16. Numbers?
  17. 17. We are in the age of the tyranny of numbers
  18. 18. Numbers are good liars
  19. 19. Social influence goes beyond numbers, it is 100% contextual and based on relationships and influence dynamics
  20. 20. Understand the context
  21. 21. TECHNOLOGY (RADARLY) CLIENT SERVICES MARKETING INTELLIGENCE
  22. 22. 01 UK POLITICAL WEB OBSERVATORY HOW NETWORK ECOSYSTEM ANALYSIS PREDICTED THE EU REFERENDUM RESULT
  23. 23. Published early June 2016 www.politicalweb.co.uk
  24. 24. www.politicalweb.co.uk Colours refer to communities Nodes are websites Links are hypertext links between two websites (inbound/outbound) Node size indicates the level of influence of a website
  25. 25. 02 DANONE CITIES HOW SOCIAL AUDIENCE MAPPING HELPS UNDERSTAND CONSUMER MINDSET
  26. 26. 2 objectives Identify the key communities of interest structuring the social landscape in 4 major cities Recommend smart actions to engage these communities in a meaningful way
  27. 27. How to capture the social conversation happening in a city and put it into context?
  28. 28. Can we trust individuals to tell the truth about what they are influential on?
  29. 29. Good proportion of what I post Good proportion of what I post Almost never post Post rarely Interest is not influence
  30. 30. To make sense of audiences, content analysis at scale is necessary
  31. 31. The key Organising individuals in communities based on the topics they really talk about (not what they say they are)
  32. 32. Topic Drops
  33. 33. Key outcomes for Danone Sharp understanding of cultural background Identification of relevant content area Food for innovation in brand initiative
  34. 34. 03 EXPEDIA - DIGITAL FOOTPRINT HOW HIGHLY CONTEXTUALISED INFLUENCE ANALYSIS INFORMED EXPEDIA’S INFLUENCER STRATEGY Luis Fernandes - Expedia EMEA Research and Consumer Insights Director
  35. 35. Modes & context
  36. 36. 121
  37. 37. Business objective Increase site visits and number of transactions
  38. 38. How to achieve this? Increase brand presence throughout the decision making process prior to booking Identify the right influencers for the right mode at the right time
  39. 39. How is the travel ecosystem structured in different markets?
  40. 40. The UK Travel Ecosystem Colours refer to communities Nodes are websites Links are hypertext links between two websites (inbound/outbound) Node size indicates of the level of influence of a website
  41. 41. Travel Online Ecosystem UK vs Germany 1,685 websites 25 sub-communities 2,051 websites
  42. 42. Travel Online Ecosystem UK vs Germany Travel News 1% Sports 2% Family 4% Innovation & Tech 4% Business & Finance 5% Food & Drinks 10% Lifestyle 11% Travel 12% Beauty & Fashion 15% Online Media 22% Travel 31% Online Media 15% Lifestyle 9% Food & Drinks 7% Family 5% Beauty & Fashion 4% Business & Finance 4% Culture & Entertainment 3%
  43. 43. Travel Online Ecosystem UK vs Germany Travel News 1% Sports 2% Family 4% Innovation & Tech 4% Business & Finance 5% Food & Drinks 10% Lifestyle 11% Travel 12% Beauty & Fashion 15% Online Media 22% Travel 31% Online Media 15% Lifestyle 9% Food & Drinks 7% Family 5% Beauty & Fashion 4% Business & Finance 4% Culture & Entertainment 3%
  44. 44. Travel Online Ecosystem UK vs Germany Travel News 1% Sports 2% Family 4% Innovation & Tech 4% Business & Finance 5% Food & Drinks 10% Lifestyle 11% Travel 12% Beauty & Fashion 15% Online Media 22% Travel 31% Online Media 15% Lifestyle 9% Food & Drinks 7% Family 5% Beauty & Fashion 4% Business & Finance 4% Culture & Entertainment 3%
  45. 45. How to integrate context into affluence and make it operational?
  46. 46. Contextualised influencer identification Social audience Monthly visits and views Potential for working with brands Relevance for Expedia Influence score* *Influence score: Score (from 0 to 100) based on the inbound links received by the websites within the ecosystem. Blogs with a high influence score* Sites with strong social following Identification of matching Expedia Travel Mode
  47. 47. Travel modes in the UK travel ecosystem • TRAVEL MODE A, B & D are the three main travel modes in the Travel Ecosystem, with 83% of the top influencers within the UK Travel ecosystem. • These three travel modes provided most traffic. Travel mode B gathers the stronger follower base, with an average 880k followers. • The most influential opinion leaders: AVERAGE MONTHLY VISITS AVERAGE SOCIAL FOLLOWERS TRAVEL MODE A 368K 197K TRAVEL MODE B 35,5k 880K TRAVEL MODE C 71,4k 84,9K TRAVEL MODE D 103K 295K TRAVEL MODE E 13,8K 18,1K TRAVEL MODE F 95,3K 46,2K Key influencers Cumulated social audience Dominant Travel Mode 25.5m à TRAVEL MODE A 4.2m à TRAVEL MODE B 1.8m à TRAVEL MODE C 1.5m à TRAVEL MODE B 1.4m à TRAVEL MODE D 31% 26% 26% 10% 10% 7% Share of influencers by travel mode
  48. 48. Travel mode C What kind of content do they produce? • Visual posts, documenting breaks that are largely relaxation, culture or luxury focused (e.g. warm destinations, spa days, boutique hotels) Place of travel within their life Travels to relax mentally and physically Booking Behaviour • Destination is less important than an ideal resort. Likely to book all inclusive packages, sometimes offline • Want hassle-free booking Other interests Food | Fashion | Style | Weekend breaks | Health 103k MONTHLY SITE VISITS ON AVERAGE 295k SOCIAL FOLLOWERS PER INFLUENCER (AGGREGATED AVERAGE)
  49. 49. Outcome for Expedia: Involvement in contextual conversations - Opportunities to develop more relevant content for specific context or simply to share it in the right place… - Key influencers to work with beyond number of followers
  50. 50. Two things to remember…
  51. 51. QUAL The new toolkit SOCIALQUANT
  52. 52. One thing to remember Context is everything
  53. 53. Anthony Fradet - Linkfluence UK Chief Operating Officer @anthonyfradet Luis Fernandes - Expedia EMEA Research and Consumer Insights Director

×