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Influencer Marketing: How to choose The Right Influencer?
- 1. WHO IS THE RIGHT INFLUENCER ? SOCIAL NETWORK ANALYSIS Group 8 Aditya Bora 36BM06 Mehul Daftatri 36BM23 Data Driven Marketing
- 3. Build community in space Multi Role Playing Game In Game Purchases Mature Conte
- 6. real-time interaction A sense of Belonging hosting, raids, and collaboration features. WHAT MAKES TWITCH DIFFERENT? Big Data Library Archives
- 7. Well Connected Highly Viewed No Social Back-clash Relatable Content THE RIGHT INFLUENCER
- 8. No. Of Views No. of Days Active Mature Content Affiliate Program 7126 Influencers
- 9. 55% 45% MATURE CONTENT Mature Content No Mature Content 3% 97% AFFILIATION Affiliates Non Affiliates 10K 2.7 MILL 17K 8K 35MIL 2 MILL MIN MAX AVG Viewership AFFILIATE NON AFFILIATE 133 4049 1513 288 3820 1912 0 500 1000 1500 2000 2500 3000 3500 4000 4500 MIN MAX AVG Days Active AFFILIATE NON AFFILIATE ARE NON AFFILIATES NOT GOOD ENOUGH? • Mature content- APPRX 50 % • Affiliated – Very Few • Non Affiliates- Cannot be ignored • Average Active Days – Uniform across data set
- 11. Methodological Approach Study Social Networks Relation between Actors how interactions between actors influence behaviors, outcomes, and the overall dynamics of the network
- 13. How Does the Network Look? • Highly Dense • High Intensity Connections & Relations • Countless Interactions Mapping High Density Nodes Interactions between 7120 influencers • 7120 nodes • Edges – line of relations • High density Nodes have more edges incoming & outgoing What do we See ?
- 14. Degree Centrality Betweeness Centrality Prominent Influencers: 3401 2447 2732 Prominent Influencers: 3401 2447 4196 4016 1103
- 15. Eigen Vector Centrality Closeness Centrality Prominent Influencers: 5269 3401 4196 1059 6931 Prominent Influencers: 5448 6280 5913 5900 Cluster Coefficient Prominent Influencers: 1671 2671 1449 5160
- 16. Degree Centrality Betweenness Centrality Eigen-vector Centrality Closeness Centrality Cluster Coefficient 40% 20% 30% 0% 10% WHAT SNA FACTORS ARE IMPORTANT ?
- 17. Id channel_id Degree betweenesscentralityeigencentrality clustering 5043 19623411 0.08 0.01 0.13 0.05 2447 497952 0.58 0.49 0.20 0.02 4016 30281925 0.48 0.27 0.10 0.02 1598 49303276 0.36 0.11 0.04 0.01 3401 15310631 1.00 1.00 0.66 0.01 5389 36483360 0.14 0.03 0.19 0.00 1103 37522020 0.55 0.13 0.06 0.01 5269 38779717 0.31 0.06 1.00 0.02 5268 47198196 0.05 0.01 0.20 0.15 1082 36957278 0.05 0.00 0.05 0.01 4140 26551727 0.19 0.07 0.13 0.01 6280 38746317 0.08 0.01 0.15 0.01 Degree 0.4 betweenesscentrality 0.2 eigencentrality 0.3 clustering 0.1 Id channel_id Degree betweenesscentrality eigencentrality clustering sum Rank 3401 15310631 0.4000 0.2000 0.1988 0.0008 0.7996 1 4196 68707904 0.1983 0.0832 0.1759 0.0029 0.4603 2 5269 38779717 0.1259 0.0113 0.3000 0.0024 0.4395 3 2732 35838240 0.2388 0.0963 0.0816 0.0013 0.4180 4 2447 497952 0.2336 0.0974 0.0605 0.0019 0.3935 5 1059 35911424 0.1034 0.0103 0.1952 0.0040 0.3129 6 4016 30281925 0.1940 0.0541 0.0293 0.0016 0.2789 7 1103 37522020 0.2181 0.0267 0.0189 0.0009 0.2646 8 3902 19309473 0.1250 0.0341 0.0935 0.0011 0.2536 9 5138 76852916 0.0707 0.0170 0.1578 0.0043 0.2498 10 6357 70890562 0.0836 0.0194 0.1400 0.0040 0.2471 11 5802 36497605 0.0698 0.0105 0.1594 0.0064 0.2461 12 RANKING THE INFLUENCERS
- 18. rank views Id Degree betweenesscentrality eigencentrality clustering 1 20253246 3401 NA 2 717298 4196 NA 3 16346337 5269 NA 4 3733303 2732 NA 5 32861608 2447 NA 6 1358904 1059 NA 7 30977250 4016 NA Influencer No 3401 Influencer No 5269 Influencer No 4196
- 19. NICHE ALINGMENT CONTENT QUALITY CAMPAIGN DURATION ENGAGEMENT RATE Increasing ROI
- 21. THANK YOU