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Communitech Community Management P2P Presentation: Building Influencer Relationships

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Presentation on Building Influencer Relationships from Communitech's Community Management Peer 2 Peer Group get together, April 18, 2011.

Notes: http://www.slideshare.net/postrank/communitech-community-management-p2p-presentation-influencers-notes

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  • Notes: http://www.slideshare.net/postrank/communitech-community-management-p2p-presentation-influencers-notes
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Communitech Community Management P2P Presentation: Building Influencer Relationships

  1. 1. Building Influencer Relationships<br />Melanie Baker, Community Manager<br />@postrank<br />www.postrank.com<br />
  2. 2. Can Influencers Help Me?<br />Yep.<br />(A) TechCrunch conversion:<br /> “Influencer” conversion:<br />~4M subscribers<br />~1.5% open rate<br />~ 60,000 eyeballs<br />~20K subscribers<br />~70%+ open rate<br />~ 14,000 eyeballs<br />~ mention you, endorse you, reprint<br /> your content…….or not <br />~ huge market for social media <br /> listening platforms now<br />Hail Mary…<br />Relationship driven<br />
  3. 3. Idea: “Great Pages” are the ones with many links<br />“PageRank” circa 1997<br />Links as votes<br />
  4. 4. Today’s Internet<br />Votes, Bookmarks, Comments, Tweets, Diggs, Trackbacks, Likes…….Social networking has taken over……<br />
  5. 5. 80% of the articles & stories we pay attention to are found in a social network…..<br />
  6. 6. 50%+ of that engagement happens during the first hour<br />
  7. 7. How Wide is Our Influence?<br />Twitter<br />Avg # of Followers – 62.97 per user<br />Avg # of Followees – 43.52 per user<br />Facebook<br /># of FB likes – 217.2 per item (liked)<br /># of FB likes – 29.3 per user<br />
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  10. 10. Real-time<br />Off-site + On-site<br />Friendfeed for your content<br />PostRank Analytics<br />http://analytics.postrank.com<br />
  11. 11. Can Influencers Help Me? Absolutely!<br />TechCrunch Conversion:<br /> “Influencer” Conversion:<br /><ul><li>4M subscribers
  12. 12. 1.5% open rate
  13. 13. 60,000 eyeballs
  14. 14. But how many convert?
  15. 15. 20K subscribers
  16. 16. 70%+ open rate
  17. 17. 14,000 eyeballs
  18. 18. Anecdotal evidence of 3X the conversion rate of regular onlineadvertising</li></ul>Hail Mary…<br />
  19. 19. Big Media is Catching On…<br />Tim Armstrong (AOL) – “ 80:80:80 focus”<br /><ul><li> 80% of domestic spending done by women
  20. 20. 80% of commerce happens locally
  21. 21. 80% of considered purchases are driven by influencers</li></li></ul><li>People Matter<br />Social graph, hard to map historicallyEgo networks, best predict behavior of individual<br />
  22. 22. Different Ways to Look at Influence<br />Ruby Authorities - Sites that have linked to each other in the community<br />
  23. 23. Different Ways to Look at Influence<br />Out Links - Sites that have linked the most to others<br />
  24. 24. Different Ways to Look at Influence<br />Ruby Influencers - People that have linked to each other <br />
  25. 25. Different Ways to Look at Influence<br />Ruby Influencers - People that have mentioned other people<br />
  26. 26. The End!<br />melanie@postrank.com<br />@melle<br />@postrank<br />www.postrank.com<br />

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