THE CHALLENGES of
SoCIAL MEDIA MEASUREMENT
THRoUGH THE LENSE of



online
influence
ONLINE INFLUENCErs
arE at thE CENtEr
OF sOCIaL mEdIa
INItIatIvEs.
Many companies are working on measuring online
influence...
MEASURING
ONLINE INFLUENCE
IS COMPLICATED...
Why?




#ttmm | tRAACKR 2010 | PAge 3
who’s #1 influencer?




#ttmm | tRAACKR 2010 | PAge 4
well, it depends...




#ttmm | tRAACKR 2010 | PAge 5
health




#ttmm | tRAACKR 2010 | PAge 6
health




#ttmm | tRAACKR 2010 | PAge 7
tech




#ttmm | tRAACKR 2010 | PAge 8
tech / cell




#ttmm | tRAACKR 2010 | PAge 9
tech / cell / hacking




#ttmm | tRAACKR 2010 | PAge 10
INFLUENCE Is
CONTEXTUAL –
IT HAs MULTIPLE
DIMENsIONs.
It depends on the topic, on the influencer’s network,
and it depends...
to measure each
dimension, there are
disparate datatypes.
Participation happens across multiple platforms. For
each platfo...
how ComPAnies
usuAlly thinK
About influenCe
meAsuRement

#ttmm | tRAACKR 2010 | PAge 13
simplify
the problem –
one dimension,
one platform.
If influence means how much others talk about your content,
and if ret...
limiting the scope
limits the insights.

The value of the measurement is often lost before
starting the computation.




#...
complexify
the solution –
the ‘secret sauce’.
Mathematicians apply their science and build
complex algorithms. Measurement...
IT’S noT (only) ABoUT
THE mATH. IT’S ABoUT
wHAT yoU mEASUrE.


#ttmm | tRAACKR 2010 | PAge 17
IT’S NOT ABOUT MARKET
SHARE. IT’S ABOUT
cREATINg TANgIBlE
vAlUE TO INcREASE
MARKET SIZE.
#ttmm | tRAACKR 2010 | PAge 18
ULTIMATELY, MEAsUrIng
onLInE InfLUEncE
rEqUIrEs A MorE
fLExIbLE ApproAch.

#ttmm | tRAACKR 2010 | PAge 19
so, how can we
achieve it?

By embracing the chaos.




#ttmm | tRAACKR 2010 | PAge 20
5 Rules
to meAsuRing
online influenCe


#ttmm | tRAACKR 2010 | PAge 21
Rule 1

focus on framing
the problem.
it’s key.


#ttmm | tRAACKR 2010 | PAge 22
Rule 2

embrace the
multiple dimensions.

Collect Data. Turn it into useful Information.
Look for Patterns. Learn. Iterate...
Rule 3

build complexity
into your model
as needed.


#ttmm | tRAACKR 2010 | PAge 24
Rule 4

enable flexibility
through modularity.

Add, swap, change data sources, platforms, and
algorithms without disrupti...
Rule 5

share The findings
To gain insighTs.

You just can’t do it alone.




#ttmm | tRAACKR 2010 | PAge 26
facebook.com/onlineinfluence




#ttmm | tRAACKR 2010 | PAge 27
thAnK you!


facebook.com/onlineinfluence
traackr.com
pierreloic@traackr.com


#ttmm | tRAACKR 2010 | PAge 28
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TRAACKR @ TTMM

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This is the material I presented at Third Tuesday Measurement Matters Conference in Toronto.

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TRAACKR @ TTMM

  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. #ttmm | tRAACKR 2010 | PAge 2
  3. MEASURING ONLINE INFLUENCE IS COMPLICATED... Why? #ttmm | tRAACKR 2010 | PAge 3
  4. who’s #1 influencer? #ttmm | tRAACKR 2010 | PAge 4
  5. well, it depends... #ttmm | tRAACKR 2010 | PAge 5
  6. health #ttmm | tRAACKR 2010 | PAge 6
  7. health #ttmm | tRAACKR 2010 | PAge 7
  8. tech #ttmm | tRAACKR 2010 | PAge 8
  9. tech / cell #ttmm | tRAACKR 2010 | PAge 9
  10. tech / cell / hacking #ttmm | tRAACKR 2010 | PAge 10
  11. INFLUENCE Is CONTEXTUAL – IT HAs MULTIPLE DIMENsIONs. It depends on the topic, on the influencer’s network, and it depends on you! #ttmm | tRAACKR 2010 | PAge 11
  12. to measure each dimension, there are disparate datatypes. Participation happens across multiple platforms. For each platform, there are different ways of measuring performance. #ttmm | tRAACKR 2010 | PAge 12
  13. how ComPAnies usuAlly thinK About influenCe meAsuRement #ttmm | tRAACKR 2010 | PAge 13
  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. #ttmm | tRAACKR 2010 | PAge 14
  15. limiting the scope limits the insights. The value of the measurement is often lost before starting the computation. #ttmm | tRAACKR 2010 | PAge 15
  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. #ttmm | tRAACKR 2010 | PAge 16
  17. IT’S noT (only) ABoUT THE mATH. IT’S ABoUT wHAT yoU mEASUrE. #ttmm | tRAACKR 2010 | PAge 17
  18. IT’S NOT ABOUT MARKET SHARE. IT’S ABOUT cREATINg TANgIBlE vAlUE TO INcREASE MARKET SIZE. #ttmm | tRAACKR 2010 | PAge 18
  19. ULTIMATELY, MEAsUrIng onLInE InfLUEncE rEqUIrEs A MorE fLExIbLE ApproAch. #ttmm | tRAACKR 2010 | PAge 19
  20. so, how can we achieve it? By embracing the chaos. #ttmm | tRAACKR 2010 | PAge 20
  21. 5 Rules to meAsuRing online influenCe #ttmm | tRAACKR 2010 | PAge 21
  22. Rule 1 focus on framing the problem. it’s key. #ttmm | tRAACKR 2010 | PAge 22
  23. Rule 2 embrace the multiple dimensions. Collect Data. Turn it into useful Information. Look for Patterns. Learn. Iterate. #ttmm | tRAACKR 2010 | PAge 23
  24. Rule 3 build complexity into your model as needed. #ttmm | tRAACKR 2010 | PAge 24
  25. Rule 4 enable flexibility through modularity. Add, swap, change data sources, platforms, and algorithms without disrupting the whole system. #ttmm | tRAACKR 2010 | PAge 25
  26. Rule 5 share The findings To gain insighTs. You just can’t do it alone. #ttmm | tRAACKR 2010 | PAge 26
  27. facebook.com/onlineinfluence #ttmm | tRAACKR 2010 | PAge 27
  28. thAnK you! facebook.com/onlineinfluence traackr.com pierreloic@traackr.com #ttmm | tRAACKR 2010 | PAge 28

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