welcome to the real world of influencer measurement

Welcome to the Real World of Influencer Measurement Adam Parker

Founder, Lissted & Chief executive of RealWire

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Myth

You aren’t measuring influence.

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Truth

At best you’re looking for signs of potential for influence.

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Who really matters?

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Who really matters?

Unfollowers with high following count

@kjware1 @rulesoflife @ActionComplete @marstu67 @relationsinside

@Gawiesnr @ChangeMakerFan @NBAANDME @lifeandlovenote @BarneyFranken

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Who really matters?

Real Influentials*

*Still following, at least as of 12:25 16/9/14

@JoannaUK @vivian @smfrogers @laurentbuanec @richardbagnall

@andismit @stedavies @stuartbruce @puzzlesthewill @FightBach

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Can simple metrics help?

Statistic Unfollowers Real Influentials

Followers (average) 45,706 7,560

Following (average) 42,890 1,192

Follower/Following (range) 0.9 – 1.3 1.5 – 18.2

Listed count (average) 210 503

Listed count (range) 20 – 508 27 – 1,345

Follower/Listed count (average) 218 15

Follower/Listed count (range) 60 – 3,012 10 - 50

Status updates (average) 23,847 12,319

Status updates (range) 297 – 116,842 1,457 – 33,318

Klout Score (average) 59.1 59.4

Klout score (range) 32 - 66 42 - 68

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What about clever maths?

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Community relevance

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Peer Index Scotland 100

@kevinbridges86 @nickymcdonald1 @frankieboyle @daftlimmy @CalvinHarris

@andy_murray @greghemphill69 @IrvineWelsh @robertFlorence @TheVampsCon

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Lissted Scotland 100

@nicolasturgeon @Herald_Editor @AlexSalmond @KennyFarq @iainmcwhirter

@Leasky @severincarrell @LesleyRiddoch @HumzaYousuf @ScottishPol

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Peer Index Scotland 100 (not in Lissted 100)

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Lissted Scotland 100 (not in Peer Index 100)

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A very big spreadsheet

31st in Peer Index list Not in PI Top 100

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Scotland analysis

• ~400,000 retweets and replies in August 2014

• Related to PI Top 100/Lissted Top 100 (160 accounts)

• Based on 80 Scottish locations

• 20 measures calculated including:

– Unique RT/@replies

– Average Follower/list count of unique RT/@replies

– “Quality” RTs/@replies based on users who are followed by > 100 accounts & follower/following ratio > 1 & list count > 5

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Influencer Top Trumps

Nicky MacDonald

31st in Peer Index list

Follower/following x29.8

Not in PI Top 100

Unique Retweeters 597

Avg Follower/list 345

Quality Retweeters 58

Unique replies 414

Avge Follower/list 245

Quality replies 51

Magnus Llewellin


Unique Retweeters 1,008



Unique replies 339


Quality replies 69

6 1

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Calvin Harris


Follower/following x67k

Not in PI Top 100


Avg Followers/list 339 4.2 Quality Retweeters 43

Unique replies 212

Avg Followers/list 226

Quality replies 15

Iain MacWhirter




Unique replies 553


Quality replies 120

6 1

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Robert Florence



Not in PI Top 100




Unique replies 646


Quality replies 109

Severin Carrell





Unique replies 161


Quality replies 56

2 5

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Connor Ball



Not in PI Top 100



Unique replies 253


Quality replies 76

Tom Gordon




Unique replies 248


Quality replies 74

4 3

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Scotland analysis summary

31st in Peer Index list Not in PI Top 100

Simple average

Appearances in Top 100

Total followers

Total RTs

Quality Retweeters

Agree 37 38 25 35 37

Sort of agree* 7 7 5 7 7

Peer Index 14 9 46 16 8

Lissted 42 46 24 42 48

100 100 100 100 100

* These accounts appeared in Lissted’s Top 100 for one of it’s two measures – Recognition & Interaction – they just didn’t quite make it into the Top 100 based on their blended Overall score.

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But remember……

At best you’re looking for signs of potential for influence

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The Real World Matters Too

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Outreach, yes, but also…….

Why is it important?

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Listening

Why is it important?

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An experiment

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AppleLive Event

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AppleLive Event

2.4m tweets

28,000 unique tweets produced by or retweeted by 6,500 Lissted influencers.

Between them these tweets ultimately generated over 800,000 retweets.

189 tweets including 47 of Top 100 most retweeted

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AppleLive Event – A/B Testing

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AppleLive Event

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Takeaways

• Account metrics tell you very little

• Follower/following and Following/listed count decent predictors

• Retweets, replies, mentions are all very well, but who they are from is important

• Community relevance is key

• Understand how any rankings are calculated

• Identifying the right people is crucial for efficient social listening

Presented by

Thank you

@AdParker

[email protected]

welcome to the real world of influencer measurement

Data & Analytics