Influence Matters. But how do you measure it? Followers count? Klout? How do you put influence marketing to work for your business? If your head starts to hurt just thinking about measuring social influence, you’ve come to the right place. This deck is from the Argyle Social webcast series featuring Tom Webster from Edison Research and Eric Boggs from Argyle Social.

1. Presented by Tom Webster & Eric Boggs
Nov 20, 2011
#oninfluence

2. Who are these people talking to me?
Tom Webster Eric Boggs
@webby2011 @ericboggs
brandsavant.com argylesocial.com
#oninfluence

3. Details
• Tom will lead Q/A at the end of the call.
• Tag your tweets/questions with #oninfluence.
• We’re recording this shin dig.
• We’ll send an email follow up to everyone.
• Eric is @ericboggs.
• Tom is @webby2001.
#oninfluence

4. - How Far Should You Open the Kimono?
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5. - How Far Should You Open the Kimono?
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6. 15-SECOND 101
EDGERANK COMMERCIAL:
ERIC why, and how on Facebook’s ranking algorithm.
The what,
Featuring Chad Wittman, CEO at EdgeRankChecker.com.
Thursday, Dec 8, 1pm EST
Sign up at ar.gy/edgerank
#oninfluence

7. Pondering influence…
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8. Online Influence: A Brief History
• 2001 – Cialdini publishes “Influence”
• 2008 – Klout launched
• 2009 – Fluent from RazorFish
• Jan 2011 – Klout raises $8.5M
• Nov 2011 – Webcast with Tom
#oninfluence

9. Influence At Work: Chevy
Chevy very actively targets
social media personalities
to promote its brand and
specific products.
“We know that the Volt has
a high interest from early
tech adopters. We‟re trying
to get people that know and
love technology to help us
get the word out.”
~Chriti Landy, Volt PM
#oninfluence

10. Influence At Work: Chevy
#oninfluence

11. Influence At Work: Blue Sky
ESP Blue Sky Factory grew
awareness by comping
accounts for social media
personalities and events.
“I can‟t tell you how many
times we heard „If its good
enough for Brogan, its good
enough for me.”
~Greg Cangialosi, Blue Sky
Factory CEO
#oninfluence

12. Influence At Work: Klout Perks
Klout enables targeted
influencer marketing
through its Perks platform.
“The program is going
really well. We‟re stacking
up Perks well into 2012.”
~Tyler Singletary,
Developer Evangelist
#oninfluence

13. Influence At Work: Klout
#oninfluence

14. Unwinding Online Influence Scores
How do these companies
calculate the scores?
Why are these scores
important?
Are these scores
democratizing influence?
Or are they accelerating a
nerd-pocalypse-ageddon?
#oninfluence

15. Rethinking Influence
www.ChristopherSPenn.com
@CSPenn
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16. Rethinking Influence
• “Everyone is an Influencer”
– Tamsen McMahon
(@tamadear)
• “Focus on the Influenced”
– Matt Ridings (@techguerilla)
• Awareness vs. Action
• Predictive vs. Diagnostic
• Reward Mechanics
#oninfluence

17. Introducing The Snooki Doctrine
“My Klout is equal to Snooki’s. There
isn’t a party, gathering, or room in the
world in which I would be equally
influential to Snooki. There’s a good
thought exercise for you.”
~Tom, Sept 12, 2011
#oninfluence

18. Explaining The Snooki Doctrine
• Influence – by definition – reflects one’s ability
to change another’s state.
• It is OK to treat people differently, as long as
the underlying basis for tiers has meaning.
• A composite “influence” score does not
necessarily reflect something meaningful.
• Lazy marketers are the problem.
#oninfluence

19. Actions Per Thousand
• The goal of influence marketing is to change
someone’s behavior.
• There is a positive correlation between engagement
and influence.
• So why not build a simple metric to indicate the
effectiveness of an influencer campaign?
APM = Desired Social Action / 1k Followers
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20. The Bronzer Example
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21. Tears of Joyful Understanding
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22. The Lazy Marketer Problem
• Compound metrics obfuscate lots of details.
• Qualitative data belongs in the mix.
• Simplify influence at your own risk.
#oninfluence

23. Putting Influence To Work
• A Three Step Process That Eric Made Up
– Who are my influencers?
• Look internally and externally
• Look for online and offline indicators
– Marketing to/through/with influencers.
• Build genuine relationships
• Make it worthwhile for both sides
– Assess impact and calibrate.
• Who delivered and who didn’t
#oninfluence

24. Recommended Reading
• Tom’s Blog
– http://brandsavant.com
• Fluent: Social Influence Marketing Report
– http://ar.gy/fluent
• Jay Baer on Influence Measures
– http://ar.gy/jayoninfluence
#oninfluence

25. 15-SECOND 101
EDGERANK COMMERCIAL:
ERIC why, and how on Facebook’s ranking algorithm.
The what,
Featuring Chad Wittman, CEO at EdgeRankChecker.com.
Thursday, Dec 8, 1pm EST
Sign up at ar.gy/edgerank
#oninfluence

26. Tom will answer your questions now…
Fun Facts!
Tom is the only person to
reach the “Unobtainum” level
for Hilton Rewards.
Tom’s favorite song is
“Whatcha Gonna Do?” by
Pablo Cruise.
Tom should revive his snarky
Tom Webster chartjunk blog datasnob.com.
@webby2011
brandsavant.com
#oninfluence