traackr @ ttmm

THE CHALLENGES of SoCIAL MEDIA MEASUREMENT THRoUGH THE LENSE of

onlineinfluence

#ttmm | tRAACKR 2010 | PAge 2

ONLINE INFLUENCErs arE at thE CENtEr OF sOCIaL mEdIa INItIatIvEs.Many companies are working on measuring online influence to identify these influencers.

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MEASURING ONLINE INFLUENCE IS COMPLICATED...

Why?

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who’s #1 influencer?

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well, it depends...

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health

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health

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tech

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tech / cell

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tech / cell / hacking

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INFLUENCE Is CONTEXTUAL –IT HAs MULTIPLE DIMENsIONs.It depends on the topic, on the influencer’s network, and it depends on you!

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to measure each dimension, there are disparate datatypes.

Participation happens across multiple platforms. For each platform, there are different ways of measuring performance.

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how ComPAnies usuAlly thinK About influenCe meAsuRement

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simplify the problem – one dimension,one platform.If influence means how much others talk about your content,

and if retweets measure of how your content travels,

then retweets measure influence.

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limiting the scope limits the insights.

The value of the measurement is often lost before starting the computation.

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complexify the solution – the ‘secret sauce’.

Mathematicians apply their science and build complex algorithms. Measurement Marketers want to impress customers with the ‘silver bullet’ to measuring influence.

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IT’S noT (only) ABoUT THE mATH. IT’S ABoUT wHAT yoU mEASUrE.

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IT’S NOT ABOUT MARKET SHARE. IT’S ABOUT cREATINg TANgIBlE vAlUE TO INcREASE MARKET SIZE.

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ULTIMATELY, MEAsUrIng onLInE InfLUEncE rEqUIrEs A MorE fLExIbLE ApproAch.

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so, how can we achieve it?

By embracing the chaos.

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5 Rules to meAsuRing online influenCe

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focus on framing the problem. it’s key.

Rule 1

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embrace the multiple dimensions.

Collect Data. Turn it into useful Information. Look for Patterns. Learn. Iterate.

Rule 2

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build complexity into your model as needed.

Rule 3

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enable flexibility through modularity.

Add, swap, change data sources, platforms, and algorithms without disrupting the whole system.

Rule 4

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share The findings To gain insighTs.

You just can’t do it alone.

Rule 5

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facebook.com/onlineinfluence

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thAnK you!

facebook.com/onlineinfluence

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pierreloic@traackr.com