This document discusses virtual communities and how to identify influencers within them. It outlines a 3 step process: 1) Identify top influencers within relevant communities by analyzing millions of bloggers, 2) Listen to, understand, and engage with top influencers and long tail influencers to find hot topics and trends while mapping communities, 3) Measure the share of minds, voices, and conversations as a result. The goal is to help clients like Ogilvy create targeted content, conduct research, and launch products within key communities.

1. Presentation title in footer 1 1 July 2009

2. What is a virtual Community? Large groups of passionate people around topic or expertise interconnected in the social web (blogs, tweets, Facebook, LinkedIn) Mommy Bloggers, Geeks, travelers, Stamps lover, Frugals, Cloud Computing Experts, Gamers, Narutofans, Fashionistas, Cruise addicts, Celebrities, Corporate responsibility, Bar tenders, Web development, VC’s and Startups, Healthcare CIOs, IT Security, Beauty, Comics Collectors, Arsenal FC fans, Fitness Moms, Wine bloggers, Greens ,Commercial Real Estate experts, American passionate about Irish Ancestry…. And 1000’s more

4. Dunbar number

5. Efficiency (80% impact on 5% of the people)

6. Broad monitoring doesn’t make the cutCommunities Web Influencers

7. Communities already mapped Available in Conversation

8. 3 steps- process Step 1:Identify the influencers Find relevant ones x millions bloggers Step 2: Listen, understand and engage Top influencers Long Tail Find hot topics & trends Map communities Rank Influencers Step 3: Measure Share of minds Share of voice Share of conversations

9. Clients Ogilvy Mapping communities Create content for its communities Product social launch Competitive research Consumer research Trends research

11. River of clean conversations can be turned into insights

13. Understand and build content plans against what’s interesting

14. Feed back the community with intelligence over the eco-systemWidget, Research Report

16. Identify Influencers & plan laser sharp outreach

18. Suggested candidates

19. Influencers ranking

20. Mapping

21. Collaborative Engagement

22. Annotation tools

23. Team metrics

24. Conversation intelligence

25. Expression cloud

26. Share of voice

27. Share or mind

28. Share of conversation