social media influencers characteristics, measures and value dec12011

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The Characteristics, Measures andValue of a Social Media Influencer

WebcastDecember 1, 2011Shirley WilliamsMSc. PMP. CMC. OMCPToronto, Canada


The World of Social Media

800+ million on Facebook

130+ million on Linkedin

200+ million on Twitter

30+ million on Google Plus

Number of networks? Lots!

[


Influencers

• Online and Offline, building

relationships with the right

groups are important.

• Within these groups, there

are key individuals that

have significant influence.


What Is The Value?

1. Their reviews are credible.

2. Influencers can help spread the

word.

3. They have the ability to drive

significant. traffic to your site.

4. They can have a positive impact

on your social media presence

and business.

5. Excellent benchmark.


Key Characteristics of Influencers

Knowledge Is Power That Is Shared

1. They are knowledgeable.

2. They are respected.

3. They are credible.

4. They are topic or interest specific.

5. They provide lots of quality content

for their audience.

6. They answer lots of questions with

quality responses.

7. They ask lots of quality questions.


Key Characteristics of Influencers

The People’s Choice: Social

Media Celebrities

8. They set themselves apart

from their competition.

9. They stay on top of what is

current.

10. They have high visibility online.

11. They have an engaged and

devoted following.

Chris Brogen: Human Business Works


How Would You Identify Them?

• Listen

• Search

• Check

• Assess

• Engaged audience

• Quality blogs

Hot Spots


The Search & Research

gpc.fm socialstatistics.com


The Search & Research


How much influence does anInfluencer have?

and more…..


What is Klout?


Klout’s Assessment

Klout measures a person's influence across their social sites.

Sites includes:• Twitter• Facebook• Google Plus• Linkedin• YouTube• Foursquare• Flickr• Instagram• Blogger• Tumblr• Wordpress• Last.fm

Klout assesses activity and provides an overall rating from 1 to 100.


Key components of the assessment

Network Reach: Your reach is the size of your engaged audience. It addresses the question of " How far can your

message reach?“

Amplification: Your amplification is based on the level of “action” your message or information drives eg the level of

retweets, likes, shares, comments to a post, article etc. It addresses the question of "How much does

your audience take action?“

Network Influence: This measure addresses how “influential” is your engaged audience/connections or "How persuasive is

your audience?".

Klout also describes your preferred behavioural style Observer, Explorer, Dabbler, Conversationalist Activist, Socializer, Syndicater, Feeder, Thought leader,

Specialist, Networker, Pundit, Curator, Broadcaster, Taste Maker and Celebrity.


I have 7 of 12accountslinked toKlout whichthey haveused for thisassessment

Klout haslisted topicswhich theydeem I haveinfluence

A Closer Look At A Klout ProfileMy Overall KloutRating

I have beenassessed as aFeeder

Klout also liststhose I have theability toinfluence

Topical lists-

List thoseinfluential withinthose topics

Daily Ks


Mark Zuckerberg

overall Klout Rating

of 10 (??) however

is listed as the top

influencer of

Facebook. Note he

is not on Klout

however is currently

rated with a Klout

score.

Klout’s List of Professionals that are Influentialin Facebook as a Topic


How are some businesses using Klout?


Klout Perks


Virgin Airlines


The Hiring Process

The recruitment sector is beginning to create a short list of

candidates with a certain Klout score as it relates to the job

opportunity.


Access to Events


Personalized Promotionson Facebook Pages

There is an App that will enable companies

to deliver different pages of their Facebook

depending on your Klout score.

The term is called Fan-gating where your

experience on the site is determined by

your Klout score.


Hotel Upgrades


Joe Fernandez, CEO Klout@ Mesh Marketing Toronto, November 15, 2011

Speaks To New Changes On Klout:

• Once your real name is online, your personal brand matters.

• There is, and will continue to be, a lot more focus on context.

• It is not about the number of followers; it is about how many

engaged followers you have.

• Klout had to improve and make the change.

• Although a score in the 50s is a good rating; the trouble is

nowhere else in your life is 52 a good number!


What Does All This Mean?

• Be aware of your Klout rating

• Use it as a gauge

• Do the research

• Understand the context

• Remember the human-side of influence

• Balance your assessment

• Build the relationship


Step out and find yourinfluencers!

Or become one!


Thank you

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social media influencers characteristics, measures and value dec12011

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