Influence, What influence? How to measure influence and engage with influencers

•

3 likes•1,754 views

Delivered at Social Media Impact 2012, in Marrakech, this speech takes a look at Influence, one of the key drivers of Word of Mouth marketing. In this speech, I look at the relevance of Influence, the different measurement systems with their pros and cons, as well as some keys to engaging with influencers. If you would like to know more, please connect with me on Twitter @mdial or send me a mail to minter@themyndset.com. You can also read more on www.themyndset.com

Business

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In-ﬂu-ence
what’s the deal?
Minter DIAL
12 October 2012

Saturday, October 13, 12

3 Objectives
I. Understanding inﬂuence
II. Finding and measuring inﬂuence
III. Keys to engaging inﬂuencers
Q&A

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1

Understanding inﬂuence

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WHY?
should we care so much?

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THE BOOM
100

75

50

25

0
1 2 3 4 5 6 7 8 9 10 11 12

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When to answer?
• Establish inﬂuence
• Evaluate what action to take
• Formulate an answer when needed
“Every post deserves an action, some deserve an answer”
- Lauren Vargas, Aetna

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Authority
Inﬂuence
Reach

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What’s the score?
2

https://sites.google.com/site/ihsafootballscores/

Finding and measuring inﬂuence
Saturday, October 13, 12
All Rights Reserved - The Myndset Company

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What is the validity of an algorithm?

+ve -ve
The right conversation Gaming
(with the boss...) Change of Rules
Stats Transparency?
Social Convergence Trustworthiness?

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Saturday, October 13, 12

3 free, 1 paid & 1 game
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Appinions, eCairn, Empire Avenue,
Klout, Kred,mPACT, PeerIndex, PROskore, Radian6,
Traackr, TweetLevel, TweetReach, Twitalyzer,
TwitterGrade

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Saturday, October 13, 12

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> 85 million people analyzed on
major social networks
used by over 3000 brands and
apps

http://klout.com/corp/business

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True Reach – Size of engaged audience
Amplification Probability – Likelihood
that the content will be acted upon
Network Influence – Influence level of
engaged audience

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Saturday, October 13, 12

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PeerIndex currently tracks approx
45 million Twitter proﬁles
Based in England

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Authority – How much others rely on
recommendations and opinions
Audience – Number of people impacted
by online actions
Activity – The level of activity relative to
communities of influence

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Saturday, October 13, 12

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Influence Score: The
measure of ability to
inspire others
Outreach Score:
Measured in levels (12),
an indication of how
generous you are
To which 200
communities you belong

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Saturday, October 13, 12

Twitter Blog RSS Twitter
Blog RSS
Facebook Twitter Facebook
Twitter
Facebook Foursquare
Facebook
LinkedIn Google+
LinkedIn
Quora YouTube
YouTube
YouTube
Instagram
Tumblr
Blogger
Wordpress
Networks tracked Last.fm
Flickr

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Your Objective(s)?

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Saturday, October 13, 12

Evaluate patterns
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Saturday, October 13, 12

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Understand their [hi-]story

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Channel choice?

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Saturday, October 13, 12

WIIFM?

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CONCLUSION

Social Media aggregators
Activity ≠ Inﬂuence
Don’t “game” inﬂuence

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TechCrunch article
Marketing Land
Business2Community

FURTHER READING
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themyndset.com minterdial.fr

@mdial minter@themyndset.com
@mdialFR

+33 6 23 65 76 61
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Saturday, October 13, 12

Livré le 5 decembre 2011 aux Assises des Medias Sociaux II (Hotel Napoleon, Paris XVII), j'ai voulu prendre à contre pied le sens de la Conférence et défendre une série de vraies raisons pourquoi une marque ou un business ne devrait pas investir les médias sociaux. Soit pour des raisons de timing, objectifs, philosophique ou culturel, il peut y avoir d'autres pistes prioritaires pour développer son business.

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5. The online customer now uses a All Rights Reserved - The Myndset Company range of touchpoints to carefully research purchases Word#of#mouth# 72# Consumer#review# 54# Expert#review# 52# sumer#views#on#microblogs# 48# Price#Comparison#site# 47# Consumer#views#on#SN# 46# Online#consumer#video# 32# Sales#assistant# 58# Brand#website# 58# Product#sample# 43# Online#retailer#website# 38# Brand#page#on#SN# 34# TV#Ad# 54# Newspaper#Ad# 42# Email#Ad# 38# Online#viral#ad# 35# Direct#mail# 33# Search#Ad# 28# Online#video#ad# 28# Social#Net.#Ad# 27# Source: P1a-P3; Touchpoint usage throughout Consumer Journey (All categories) Base: Purchasers answering Section P; 70441 Banner#Ad# 24# All Rights Reserved - The Myndset Company Saturday, October 13, 12

7. All Rights Reserved - The Myndset Company When to answer? • Establish inﬂuence • Evaluate what action to take • Formulate an answer when needed “Every post deserves an action, some deserve an answer” - Lauren Vargas, Aetna All Rights Reserved - The Myndset Company Saturday, October 13, 12

9. All Rights Reserved - The Myndset Company What’s the score? 2 https://sites.google.com/site/ihsafootballscores/ Finding and measuring inﬂuence Saturday, October 13, 12 All Rights Reserved - The Myndset Company

10. All Rights Reserved - The Myndset Company What is the validity of an algorithm? +ve -ve The right conversation Gaming (with the boss...) Change of Rules Stats Transparency? Social Convergence Trustworthiness? All Rights Reserved - The Myndset Company Saturday, October 13, 12

11. 3 free, 1 paid & 1 game All Rights Reserved - The Myndset Company Appinions, eCairn, Empire Avenue, Klout, Kred,mPACT, PeerIndex, PROskore, Radian6, Traackr, TweetLevel, TweetReach, Twitalyzer, TwitterGrade All Rights Reserved - The Myndset Company Saturday, October 13, 12

12. All Rights Reserved - The Myndset Company > 85 million people analyzed on major social networks used by over 3000 brands and apps http://klout.com/corp/business All Rights Reserved - The Myndset Company Saturday, October 13, 12

13. All Rights Reserved - The Myndset Company True Reach – Size of engaged audience Amplification Probability – Likelihood that the content will be acted upon Network Influence – Influence level of engaged audience All Rights Reserved - The Myndset Company Saturday, October 13, 12

16. All Rights Reserved - The Myndset Company Authority – How much others rely on recommendations and opinions Audience – Number of people impacted by online actions Activity – The level of activity relative to communities of influence All Rights Reserved - The Myndset Company Saturday, October 13, 12

18. All Rights Reserved - The Myndset Company Influence Score: The measure of ability to inspire others Outreach Score: Measured in levels (12), an indication of how generous you are To which 200 communities you belong All Rights Reserved - The Myndset Company Saturday, October 13, 12

20. Twitter Blog RSS Twitter Blog RSS Facebook Twitter Facebook Twitter Facebook Foursquare Facebook LinkedIn Google+ LinkedIn Quora YouTube YouTube YouTube Instagram Tumblr Blogger Wordpress Networks tracked Last.fm Flickr All Rights Reserved - The Myndset Company Saturday, October 13, 12

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