welcome to the real world of influencer measurement
DESCRIPTION
Presentation as part of the AMEC Measurement Week covering: - the myth of influencer identification; - basic Twitter metrics that are often used; - comparison of Lissted and Peer Index's Top 100 Scotland Influencers; - the importance of identifying communities for social listening; - Tweetsdistilled demonstration on AppleLive Event data.TRANSCRIPT
Welcome to the Real World of Influencer Measurement Adam Parker
Founder, Lissted & Chief executive of RealWire
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Myth
You aren’t measuring influence.
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Truth
At best you’re looking for signs of potential for influence.
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Who really matters?
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Who really matters?
Unfollowers with high following count
@kjware1 @rulesoflife @ActionComplete @marstu67 @relationsinside
@Gawiesnr @ChangeMakerFan @NBAANDME @lifeandlovenote @BarneyFranken
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Who really matters?
Real Influentials*
*Still following, at least as of 12:25 16/9/14
@JoannaUK @vivian @smfrogers @laurentbuanec @richardbagnall
@andismit @stedavies @stuartbruce @puzzlesthewill @FightBach
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Can simple metrics help?
Statistic Unfollowers Real Influentials
Followers (average) 45,706 7,560
Following (average) 42,890 1,192
Follower/Following (range) 0.9 – 1.3 1.5 – 18.2
Listed count (average) 210 503
Listed count (range) 20 – 508 27 – 1,345
Follower/Listed count (average) 218 15
Follower/Listed count (range) 60 – 3,012 10 - 50
Status updates (average) 23,847 12,319
Status updates (range) 297 – 116,842 1,457 – 33,318
Klout Score (average) 59.1 59.4
Klout score (range) 32 - 66 42 - 68
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What about clever maths?
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Community relevance
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Peer Index Scotland 100
@kevinbridges86 @nickymcdonald1 @frankieboyle @daftlimmy @CalvinHarris
@andy_murray @greghemphill69 @IrvineWelsh @robertFlorence @TheVampsCon
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Lissted Scotland 100
@nicolasturgeon @Herald_Editor @AlexSalmond @KennyFarq @iainmcwhirter
@Leasky @severincarrell @LesleyRiddoch @HumzaYousuf @ScottishPol
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Peer Index Scotland 100 (not in Lissted 100)
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Lissted Scotland 100 (not in Peer Index 100)
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A very big spreadsheet
31st in Peer Index list Not in PI Top 100
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Scotland analysis
• ~400,000 retweets and replies in August 2014
• Related to PI Top 100/Lissted Top 100 (160 accounts)
• Based on 80 Scottish locations
• 20 measures calculated including:
– Unique RT/@replies
– Average Follower/list count of unique RT/@replies
– “Quality” RTs/@replies based on users who are followed by > 100 accounts & follower/following ratio > 1 & list count > 5
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Influencer Top Trumps
Nicky MacDonald
31st in Peer Index list
Follower/following x29.8
Not in PI Top 100
Unique Retweeters 597
Avg Follower/list 345
Quality Retweeters 58
Unique replies 414
Avge Follower/list 245
Quality replies 51
Magnus Llewellin
Follower/following x44.9
Unique Retweeters 1,008
Avg Follower/list 86
Quality Retweeters 242
Unique replies 339
Avg Follower/list 69
Quality replies 69
6 1
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Influencer Top Trumps
Calvin Harris
31st in Peer Index list
Follower/following x67k
Not in PI Top 100
Unique Retweeters 780
Avg Followers/list 339 4.2 Quality Retweeters 43
Unique replies 212
Avg Followers/list 226
Quality replies 15
Iain MacWhirter
Follower/following x16.2
Unique Retweeters 1,536
Avg Followers/list 93 16.6 Quality Retweeters 302
Unique replies 553
Avg Followers/list 86
Quality replies 120
6 1
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Influencer Top Trumps
Robert Florence
31st in Peer Index list
Follower/following x37.0
Not in PI Top 100
Unique Retweeters 1,601
Avg Followers/list 127
Quality Retweeters 229
Unique replies 646
Avg Followers/list 110
Quality replies 109
Severin Carrell
Follower/following x4.9
Unique Retweeters 371
Avg Followers/list 84
Quality Retweeters 105
Unique replies 161
Avg Followers/list 75
Quality replies 56
2 5
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Influencer Top Trumps
Connor Ball
31st in Peer Index list
Follower/following x81.9
Not in PI Top 100
Unique Retweeters 403
Avg Followers/list 309 8.2 Quality Retweeters 77
Unique replies 253
Avg Followers/list 226
Quality replies 76
Tom Gordon
Follower/following x6.3
Unique Retweeters 768
Avg Followers/list 118 23.7 Quality Retweeters 194
Unique replies 248
Avg Followers/list 79
Quality replies 74
4 3
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Scotland analysis summary
31st in Peer Index list Not in PI Top 100
Simple average
Appearances in Top 100
Total followers
Total RTs
Quality Retweeters
Agree 37 38 25 35 37
Sort of agree* 7 7 5 7 7
Peer Index 14 9 46 16 8
Lissted 42 46 24 42 48
100 100 100 100 100
* These accounts appeared in Lissted’s Top 100 for one of it’s two measures – Recognition & Interaction – they just didn’t quite make it into the Top 100 based on their blended Overall score.
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But remember……
At best you’re looking for signs of potential for influence
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The Real World Matters Too
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Outreach, yes, but also…….
Why is it important?
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Listening
Why is it important?
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An experiment
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AppleLive Event
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AppleLive Event
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AppleLive Event
2.4m tweets
28,000 unique tweets produced by or retweeted by 6,500 Lissted influencers.
Between them these tweets ultimately generated over 800,000 retweets.
189 tweets including 47 of Top 100 most retweeted
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AppleLive Event – A/B Testing
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AppleLive Event – A/B Testing
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AppleLive Event – A/B Testing
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AppleLive Event – A/B Testing
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AppleLive Event – A/B Testing
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AppleLive Event – A/B Testing
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AppleLive Event
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Takeaways
• Account metrics tell you very little
• Follower/following and Following/listed count decent predictors
• Retweets, replies, mentions are all very well, but who they are from is important
• Community relevance is key
• Understand how any rankings are calculated
• Identifying the right people is crucial for efficient social listening