emktg 2011: leveraging online influence for your brand
DESCRIPTION
Leveraging Influencers for Your Brand, presented at the eMKTG conference at Fanshawe College in London, ON on March 1, 2011 by Melanie Baker and Jason Santo. http://www.emarketingconference.ca/TRANSCRIPT
postrank.com@carolleaman
Leveraging Online Influence for your Brand
Melanie Baker, Community ManagerJason Santo, Marketing Manager
@postrankwww.postrank.com
postrank.com@carolleaman
Can Influencers Help Me?
(A) TechCrunch conversion:
~4M subscribers~1.5% open rate
~ 60,000 eyeballs
“Influencer” conversion:
~20K subscribers~70%+ open rate
~ 14,000 eyeballs
~ mention you, endorse you, reprint your content…….or not
~ huge market for social media listening platforms now
Hail Mary… Relationship driven
Yep.
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Links as votes
Idea: “Great Pages” are the ones with many links
“PageRank” circa 1997
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Today’s Internet
Votes, Bookmarks, Comments, Tweets, Diggs, Trackbacks, Likes…….Social networking has taken over……
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80% of the articles & stories we pay attention to are found in a
social network…..
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50%+ of that engagement happens during the first hour
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How Wide is Our Influence?
Twitter• Avg # of Followers – 62.97 per user• Avg # of Followees – 43.52 per user
Facebook• # of FB likes – 217.2 per item (liked)• # of FB likes – 29.3 per user
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3B+ Archived Metrics 2B+ Archived Posts 350M+ user panel indexed & available in real-time…
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PostRank Analyticshttp://analytics.postrank.com
Off-site + On-site
Friendfeed for your content
Real-time
postrank.com@carolleaman
postrank.com@carolleaman
Can Influencers Help Me? Absolutely!
TechCrunch Conversion:
• 4M subscribers
• 1.5% open rate
• 60,000 eyeballs
• But how many convert?
“Influencer” Conversion:
• 20K subscribers
• 70%+ open rate
• 14,000 eyeballs
• Anecdotal evidence of 3X the
conversion rate of regular online
advertising
Hail Mary…
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Big Media is Catching On…
Tim Armstrong (AOL) – “ 80:80:80 focus”
•80% of domestic spending done by women
•80% of commerce happens locally
•80% of considered purchases are driven by influencers
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Social graph, hard to map historicallyEgo networks, best predict behavior of individual
People Matter
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Different Ways to Look at Influence
Ruby Authorities - Sites that have linked to each other in the community
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Different Ways to Look at Influence
Out Links - Sites that have linked the most to others
postrank.com@carolleaman
Different Ways to Look at Influence
Ruby Influencers - People that have linked to each other
postrank.com@carolleaman
Different Ways to Look at Influence
Ruby Influencers - People that have mentioned other people
