identifying influencers: a content-oriented approach
DESCRIPTION
A fascinating presentation, packed with stats and charts, in which Carol Leaman, CEO of Postrank, explains how Postrank is working to identify influencers.TRANSCRIPT
postrank.com@carolleaman
Measuring Audience Engagement & Influenceintelligence from the social web
Carol Leaman, CEO@carolleaman
postrank.com@carolleaman
Links as votes
Idea: “Great Pages” are the ones with many links“PageRank” circa 1997
postrank.com@carolleaman
Social Web: Users vote, comment, bookmark, …“PostRank” circa 2007
Links as votes
User Votes
Microblogging
Comments
Bookmarking …
postrank.com@carolleaman
3B+ Archived Metrics 2B+ Archived Posts 350M+ user panel indexed & available in real-time…
postrank.com@carolleaman
Consumers: Find & Read What Mattershttp://gr.postrank.com
postrank.com@carolleaman
Rank Content, Feeds, Site EngagementAdAge 150, Atlantic 50, etc…
postrank.com@carolleaman
80% of the engagement with a publisher’s content happens away from their site!
postrank.com@carolleaman
50%+ of that engagement happensduring the first hour
postrank.com@carolleaman
PostRank Analyticshttp://analytics.postrank.com
Off-site + On-site
Friendfeed for your content
Real-time
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Topic Influencers
Optimization Advice
postrank.com@carolleaman
Ranking of ContentRanking of FeedsRanking of InfluencersRanking ….
is much improved when you understand the Social Graph…
postrank.com@carolleaman
Future Research & Direction:- Unified Profile: Blog(s), Twitter, Facebook, …- Verified, Claimed, Measurable & Real-time - Going beyond subjective “Ego Network” metrics
Given a site, or a social profile (ex: twitter)
Who is behind this site?
How do we measure the engagement & influence?
Unified Profile of an Influencerwe all have twitter, facebook, blogs…
postrank.com@carolleaman
People Matter:. Social graph, hard to map historically. Ego networks, best predict behavior of individual
postrank.com@carolleaman
People Matter:. Social graph, hard to map historically. Ego networks, best predict behavior of individual
postrank.com@carolleaman
Different Ways to Look at Influence
Ruby Authorities: Sites that have linked to each other in the community
postrank.com@carolleaman
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
postrank.com@carolleaman
PostRank Connect- 20M+ Actor Database- Mapping the Social Graph- Automated profile verification- Claimed author profiles
- Q: Top 50 Influencers in X?
Future Research & Direction:- Unified Profile: Blog(s), Twitter, Facebook, …- Verified, Claimed, Measurable & Real-time - Going beyond subjective “Ego Network” metrics
- Understanding & analyzing the topology of the networks- Optimal set of actors to seed a message with for your campaign? - Optimal set of actors given a budget?
http://connect.postrank.com/