the business impact of influence
DESCRIPTION
Madhuri Sen's presentation at the #ICCOSummit 2014 in New DelhiTRANSCRIPT
@madhurisen [email protected]
What is Influence ?
Brand Influencer Level 1
Influencer Level 2
Consumers
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What are the challenges?
• How do we measure influence for different brands?
• How do we tackle influencers with small or no digital presence?
• How can we identify the most relevant and effective influencers based on the campaign objective(s)?
• How can we quantify influence as a means to drive greater impact for the brand?
Influence popularity
TV magazine
radio
digital
linkedin whatsapp
blogspot facebook
traditional news
social
search
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Types of Influencers
brand advocates
competitor advocates
products industry category specialist
Influencers related to your
brand (e.g. Alcatel)
Influencers related to your
competitors (e.g. Samsung)
Influencers related to your
products or services (e.g. Smartphones)
Influencers related to your industry (e.g.
telecommunications)
Influencers related to a
relevant category
conversation (e.g. gadgets, wearable tech,
etc)
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Major business impact points of influence
1. Brand Value 2. Trust 3. Revenue
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The process of mapping influence
Listening Analytics Measuring Success
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• Identify the key influencers and audiences talking about the industry, brand and it’s competitors.
• Identify key messages and
sent iment of content a b o u t t h e b r a n d , compet i to r s and the industry.
Listening
Share of Voice Sen-ment Amplifica-on Relevance
SOV out of 100 Of all known influencers in network, influencers receive an SOV score based on their share of total coverage, buzz or interest.
Sen@ment score is rated on a scale of 0-‐100 0-‐20: Explicitly Nega@ve 21-‐40: Implicitly Nega@ve 41-‐60: Neutral 61-‐80: Implicitly Posi@ve 81-‐100: Explicitly Posi@ve
Amplifica@on score rated on a scale of 0-‐100 Amplifica@on based on how frequently the news ar@cle or social men@on is shared.
Relevance score rated on a scale of 0-‐100 Relevance is based on penetra@on of top keywords provided by client and related to brand or campaign.
Sentiment
The process of influence
or
Influencer Score
Brand Resonance Score
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The process of influence
Reach Goal (reach 3,00,000 relevant audience)
Individual influencer 1 goal (2,00,000)
Individual influencer goal (75,000)
Individual influencer goal (25,000)
Image courtesy: www.lovesdata.com
Analytics
• Measure the reach and ampl i f icat ion of your identified influencers and ensure they match with your brand reach and amplification goals.
• Create KPIs and goals
based on inputs based on the listening results (e.g.: Using Google Analytics)
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The process of influence
Brand association pre campaign
Elite brand Unknown brand
Brand association post campaign
Elite brand Unknown brand
Measuring Success
• Measure Brand Index scores, Google Analytics leads, Net promoter score to identify what went well and what did not
Secondary sources: Primary sources:
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The output
Brand association pre campaign
Elite brand Unknown brand
Brand association post campaign
Elite brand Unknown brand
0
2000
4000
6000
8000
10000
12000
14000
16000
0
1000
2000
3000
4000
5000
6000
7000
News Coverage Volume Social Buzz Volume Search Interest Volume
During campaign
Popularity Trend
NEWS
SOCIAL
SEARCH
Brand Index
SCORE 49.34
NEWS
SOCIAL
SEARCH
Brand Index
SCORE 79.24
Brand Index
SCORE
Pre campaign Post campaign measurement
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Case Study – DFS (APAC)
Background
DFS wanted to create a connect with its potential customers in the beauty, fashion and make-up space in Hong Kong.
Challenge
Cost of creating a nationwide campaign was enormous and estimated to be less effective due to a mass approach and not a niche approach.
Solution
WE I&A identified the key influencers in the that particular market who are more likely to create and share content on fashion and make up. Measuring the influencers on the 4 parameters viz. Reach, Engagement, Relevance and Amplification, the influencers were allotted a unique influencer score which was on lines of Net Promoter Score (NPS) to rank and prioritize the influencers.
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THANK YOU
Madhuri Sen, Managing Director, India [email protected] +91 226198 1002
Contact � Social Media � If you have any questions about this document, or would like more information, please contact:
http://on.fb.me/1dO8Hab
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