empower prsa, 2012 - analytics & influencers
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© 2012 Copyright Genpact. All Rights Reserved.
PRSA - LAAnalytics & Influencers
Kyung HanManaging Partner, EmPower Research, a Genpact Company
Joe RhotonSenior Manager, EmPower Research, a Genpact Company
© 22012 Copyright Genpact. All Rights Reserved. EmPower Research: A Genpact company
Big data for the communicators and marketers Types of Data
Quantitative Data
Text
Image Audio Video
Most Common Types of Big Data for PR & Marketing
74% 64% 60%35% 30% 19%
DemographicsCustomer
Transaction Data
Customer Usage
Data
Social Media
Content
Social Network Ties and Influence
Customer Mobile
Phone/Device Data
60%Growth rate Data, Structured and
Unstructured, is Increasing
© 32012 Copyright Genpact. All Rights Reserved. EmPower Research: A Genpact company
agendaInfluencer defining & identification
Monitoring and analyzing influencers
Engaging with influencers
© 42012 Copyright Genpact. All Rights Reserved. EmPower Research: A Genpact company
Defining and identifying influencers
FocusAwareness
Engagement
• # followers• # unique visitors • # visits• # likes• # posts/comments• # mentions
• On topic posts
• Timely comments
• % Relevancy
• Sentiment
• Context
•# of follow up
comments
•Timing of
comments
•Depth & Breadth
•Referrals
© 52012 Copyright Genpact. All Rights Reserved. EmPower Research: A Genpact company
American Academy of Family Physicians (AAFP)
Home PageContact: Nancy Kueh
MonitoringRSS Feeds in specific areas make tracking news easier
Opinion Leader IdentificationChecking the major Social Networking platforms for
well-known associations is a good starting place
Site Description
• The AAFP is the national association of family doctors• Association site with a target audience of Physicians• Site has resources for physicians, medical students, residents, patients and media personnel • Emphasis also placed on politics and the 2008 election as it pertains to the healthcare policy and advocacy• Also links to FamilyDoctor.org another AAFP site
Insights
• Limited mentions of companies which focus on clinical guidelines; mentions of certain companies and their news are on the site in addition to practice guidelines
• Some mentions of Articles on certain companies are for members only and come from print versions of American Family Physician and Family Practice Management
• Links to the CDC• Tone: Informative
Opinion Leader Influence• Roughly 805,000 unique monthly
visitors• 119,000 inbound links
• Monitor for mentions of companies/organizations and their news as it relates to physicians
• Potential to pitch KOL for podcast interview to discuss advances in cervical health
OPINION LEADER INFLUENCEINSIGHTS OPPORTUNITIES
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Tracking and analyzing influencers
CASE EXAMPLE
Over 1.1 million unique visitors.
1000+ conversations on Client.
Shabrekia Andrews, February 8, 2012: First charges are posted, then they disappear, then they reappear with added fees! Really?! It would mean a lot to me if you guys kept my account in order! I freaking love XXX but I dont mind switching banks!
Ksmithlex (12 followers) @XXX: why is it so frustrating to get a mortgage with you!
Types of tools & technologies to help you track
Free tools Paid tools
ONGOING TRACKING OF INFLUENCERS
© 72012 Copyright Genpact. All Rights Reserved. EmPower Research: A Genpact company
OV
ER
VIE
W
Financial tips and articles on how to save more money and earn extra cash from credit card offers and banking bonuses to travel savings and shopping discounts including promotional code offers
Discussions around Comp A. brokerage accounts currently offering promotions
SIT
E S
TAT
IST
ICS
Maximizing Money
(Blog)
723,947
Inbound LinksAlexa Traffic Rank
180
Ongoing tracking of influencer activity
OV
ER
VIE
W
myFICO offers informative credit-information products that help people understand actions they can take to achieve and protect their overall financial health
Several discussions around opening an Comp A. account
SIT
E S
TAT
IST
ICS
myFICO (Forum)
14,725
Inbound LinksAlexa Traffic Rank
1,296
OV
ER
VIE
W
Applauded Company X for their services
12 comments followed it and equally appreciated Company X
SIT
E S
TAT
IST
ICS
Melissa Barz Young
Had trouble loading up Company X accounts page on her computer
6 follow on comments seen relating to the problem
Courtney Godwin-
Fritzsche
© 82012 Copyright Genpact. All Rights Reserved. EmPower Research: A Genpact company
Steve Momorella Green Enthusiast
Jeff McIntire-Strasburg
Green Enthusiast
Julie UrlaubGreen Enthusiast
Derek MarkhamGreen Enthusiast
The Daily Green Green Media Greenpeace
Advocacy Group
Guardian EnvironmentGreen Media
Do the Green ThingGreen Media
Replant Rainforests
Advocacy Group
Eco Interactive Costa Rica
Firms Supporting 'Go Green'
Rachelle Strauss Green Enthusiast
HuffPost GreenGreen Media
GristGreen Media
National Wildlife Federation
Government Body
Echoing GreenFirms Supporting 'Go Green'
1 Thing for GreenAdvocacy Group
TreehuggerGreen Media*
Green ProgressGreen Media
Green For AllAdvocacy Group
Kevin Gulley Green Enthusiast
Green By DesignFirms Supporting 'Go Green'
InhabitatFirms Supporting 'Go Green'
Joe NyangonGreen Enthusiast
*Green Media: Refers to websites that act as information sources on green living, sustainability, recycling etc ** All central influencer nodes have been marked in bold for identification. The first level map of each node is color coded. The dotted lines show the interlinking between the influencers. The size of the bubble denotes the relative social media influence* (Please see next slide) of each influencer.
Tim HurstGreen Enthusiast
Tom SavageGreen Enthusiast
Julie Urlaub
Rachelle Strauss
Derek Markham
Influencer Nodes
Influencer analysis via visualization
© 92012 Copyright Genpact. All Rights Reserved. EmPower Research: A Genpact company
Engaging with influencers
• Know your influencer – Profiling
• Acknowledge you are listening
• Encourage Disclosure with your influencers
• Adhering to guidelines FTC
• Establish measurement that impacts your company/brand
• Transparent about how you measure
Step One: Approach
Influencers
Step Two: Encourage
Openness/ Adhere to Guidelines
Step Three: Measure the effectiveness
© 102012 Copyright Genpact. All Rights Reserved. EmPower Research: A Genpact company
Influencer engagement case study: Detractor to advocate
Jan 11
Feb 11
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Oct 11Nov 11
Dec 10
• Questioning drug’s inefficacy
Stated that high dosage of drug has side effects
• Stated the drug rarely causes a side effect at a particular disease stage
• Highlighted high efficacy of the drug
Recommended patients to continue their dosage regimen
• Disappoint-ment seen over the company failing to address his queries
Negativity alert + company engagement with influencer
U N F A V O R A B L E F A V O R A B L E
© 112012 Copyright Genpact. All Rights Reserved. EmPower Research: A Genpact company
What is the future of influencers?
EmPower Research: A Genpact company© 2012 Copyright Genpact. All Rights Reserved.
Potential Call for Industry Standardization around Influence Measurement , e.g. Cathay Pacific’s use of Klout
Social Media Marketing depending on giving Influencers and Brand Advocates more Specialized Experiences
© 122012 Copyright Genpact. All Rights Reserved. EmPower Research: A Genpact company
In conclusion…
1 Big data is growing at an exponential rate. PR and Marketing teams cannot afford to ignore the insights from Big Data
2
3
Companies and brands will continue to have a comprehensive influencer identification, tracking and engagement program that will be customized for their situations
4
PR agencies will increasingly use Influencer Marketing as part of a larger campaign effort
Social media is only one source of data amongst many others in the big data universe. All the data points need to be tied together to truly define an influnecer.
Thank [email protected]