influence, what influence? how to measure influence and engage with influencers

All Rights Reserved - The Myndset Company

Minter DIAL12 October 2012

In-flu-encewhatrsquos the deal

Saturday October 13 12


3 ObjectivesI Understanding influence

II Finding and measuring influence

III Keys to engaging influencers

QampA



Understandinginfluence

1




WHYshould we care so much




24272828

3335

3842

5434

3843

5858

32464748

5254

72

BannerAdSocialNetAd

OnlinevideoadSearchAdDirectmail

OnlineviraladEmailAd

NewspaperAdTVAd

BrandpageonSNOnlineretailerwebsite

ProductsampleBrandwebsiteSalesassistant

OnlineconsumervideoConsumerviewsonSNPriceComparisonsite

ConsumerviewsonmicroblogsExpertreview

ConsumerreviewWordofmouth

The online customer now uses a range of touchpoints to carefully

research purchases

Source P1a-P3 Touchpoint usage throughout Consumer Journey (All categories) Base Purchasers answering Section P 70441




THE BOOM

0

25

50

75

100

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




bull Establish influence

bull Evaluate what action to take

bull Formulate an answer when needed

When to answer

ldquoEvery post deserves an action some deserve an answerrdquo- Lauren Vargas Aetna




Authority

Influence

Reach




Whatrsquos the score2

Finding and measuring influence

httpssitesgooglecomsiteihsafootballscores




What is the validity of an algorithm

The right conversation(with the boss)

StatsSocial Convergence

GamingChange of RulesTransparency

Trustworthiness

+ve -ve




3 free 1 paid amp 1 game

Appinions eCairn Empire Avenue Klout KredmPACT PeerIndex PROskore Radian6 Traackr TweetLevel TweetReach Twitalyzer TwitterGrade




gt 85 million people analyzed on major social networksused by over 3000 brands and apps

httpkloutcomcorpbusiness




True Reach ndash Size of engaged audienceAmplification Probability ndash Likelihood that the content will be acted uponNetwork Influence ndash Influence level of engaged audience







PeerIndex currently tracks approx 45 million Twitter profilesBased in England




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







Influence Score The measure of ability to inspire othersOutreach Score Measured in levels (12) an indication of how generous you areTo which 200 communities you belong







Blog RSSTwitter

FacebookLinkedInYouTube

TwitterFacebook

FoursquareGoogle+

YouTubeInstagram

TumblrBlogger

WordpressLastfmFlickr

TwitterFacebook

Blog RSSTwitter

FacebookLinkedInQuora

YouTube

Networks tracked



Your Objective(s)




Evaluate patterns



Understand their [hi-]story




Channel choice




WIIFM



CONCLUSION

Social Media aggregators

Activity ne Influence

Donrsquot ldquogamerdquo influence




FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom

mdial minterthemyndsetcom

+33 6 23 65 76 61

minterdialfr

mdialFR



3 ObjectivesI Understanding influence

II Finding and measuring influence

III Keys to engaging influencers

QampA




1








24272828

3335

3842

5434

3843

5858

32464748

5254

72

BannerAdSocialNetAd



NewspaperAdTVAd







research purchases





THE BOOM

0

25

50

75

100

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







When to answer





Authority

Influence

Reach














Trustworthiness

+ve -ve







































Blog RSSTwitter


TwitterFacebook

FoursquareGoogle+

YouTubeInstagram

TumblrBlogger


TwitterFacebook

Blog RSSTwitter


YouTube

Networks tracked



Your Objective(s)




Evaluate patterns







Channel choice




WIIFM



CONCLUSION







FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR




1








24272828

3335

3842

5434

3843

5858

32464748

5254

72

BannerAdSocialNetAd



NewspaperAdTVAd







research purchases





THE BOOM

0

25

50

75

100

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







When to answer





Authority

Influence

Reach














Trustworthiness

+ve -ve







































Blog RSSTwitter


TwitterFacebook

FoursquareGoogle+

YouTubeInstagram

TumblrBlogger


TwitterFacebook

Blog RSSTwitter


YouTube

Networks tracked



Your Objective(s)




Evaluate patterns







Channel choice




WIIFM



CONCLUSION







FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR







24272828

3335

3842

5434

3843

5858

32464748

5254

72

BannerAdSocialNetAd



NewspaperAdTVAd







research purchases





THE BOOM

0

25

50

75

100

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







When to answer





Authority

Influence

Reach














Trustworthiness

+ve -ve







































Blog RSSTwitter


TwitterFacebook

FoursquareGoogle+

YouTubeInstagram

TumblrBlogger


TwitterFacebook

Blog RSSTwitter


YouTube

Networks tracked



Your Objective(s)




Evaluate patterns







Channel choice




WIIFM



CONCLUSION







FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR



THE BOOM

0

25

50

75

100

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







When to answer





Authority

Influence

Reach














Trustworthiness

+ve -ve







































Blog RSSTwitter


TwitterFacebook

FoursquareGoogle+

YouTubeInstagram

TumblrBlogger


TwitterFacebook

Blog RSSTwitter


YouTube

Networks tracked



Your Objective(s)




Evaluate patterns







Channel choice




WIIFM



CONCLUSION







FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR






When to answer





Authority

Influence

Reach














Trustworthiness

+ve -ve







































Blog RSSTwitter


TwitterFacebook

FoursquareGoogle+

YouTubeInstagram

TumblrBlogger


TwitterFacebook

Blog RSSTwitter


YouTube

Networks tracked



Your Objective(s)




Evaluate patterns







Channel choice




WIIFM



CONCLUSION







FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR



Authority

Influence

Reach














Trustworthiness

+ve -ve







































Blog RSSTwitter


TwitterFacebook

FoursquareGoogle+

YouTubeInstagram

TumblrBlogger


TwitterFacebook

Blog RSSTwitter


YouTube

Networks tracked



Your Objective(s)




Evaluate patterns







Channel choice




WIIFM



CONCLUSION







FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR













Trustworthiness

+ve -ve







































Blog RSSTwitter


TwitterFacebook

FoursquareGoogle+

YouTubeInstagram

TumblrBlogger


TwitterFacebook

Blog RSSTwitter


YouTube

Networks tracked



Your Objective(s)




Evaluate patterns







Channel choice




WIIFM



CONCLUSION







FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR






































Blog RSSTwitter


TwitterFacebook

FoursquareGoogle+

YouTubeInstagram

TumblrBlogger


TwitterFacebook

Blog RSSTwitter


YouTube

Networks tracked



Your Objective(s)




Evaluate patterns







Channel choice




WIIFM



CONCLUSION







FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR



Your Objective(s)




Evaluate patterns







Channel choice




WIIFM



CONCLUSION







FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR



Evaluate patterns







Channel choice




WIIFM



CONCLUSION







FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR







Channel choice




WIIFM



CONCLUSION







FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR



WIIFM



CONCLUSION







FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR



CONCLUSION







FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR



FURTHER READING

TechCrunch article

Marketing Land

Business2Community




themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR



themyndsetcom


+33 6 23 65 76 61

minterdialfr

mdialFR


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