5 WAYS TO RANK INFLUENCERS, COMPETITORS, ONLINE MEDIA FOR ROI

SocialMatica’s Social Media Workshop Series

Ranking Things for ROI

What You’re Going To Learn• What We Need To Rank Influence• Free Ways To Rank Influence• Paid Ways To Rank Influence• The Right Way To Rank Influence – The Value

Of Doing It Right

Introduction

• Who is SocialMatica– What We’re About– Why We’re Doing This

• Who is Joshua Barnes – Director of Social Strategy

• Hash Tag #smtca Questions– This week or future workshop content

A Couple Assumptions

• I assume that you are, or see the value in influencer identification & outreach

• You’re trying to find an empirical way of deciding how to do that

The Process – Baby Steps

• ID The Influencer• Measure Their Performance • Rank Them In A Competitive Context• Reach Out And Pitch Your Message

There’s Two Ways To Think About Influence

We Want Them To Either,

• Compel Target Demographic In Their Audience or Mine, To Action

• OR

• Distribute My Message With The Hopes Of Exposing My Brand or Creating Action

How Do We Traditionally Do This?

• The Glamour Factor or What I Call

One Rule – No Guessing

What Do We Need To Rank Influence?

• Influence Is Not Free Standing – It’s The Actualization of Performance.

• Performance• Engagement• Audience• Kinetics

Context

P.E.A.K Defined

• Performance – How Well Are They Performing• Engagement – Do They Get Response? What’s

Their Traffic, Relative To Other Statistics? Social Activity?

• Audience – What Is The Size Of Their Digital Addressable Audience Online?

• Kinetics – Which Networks Are They Most Prolific; Successful?

Example

Justin Beiber Talks About How To Build A Music Career From

Youtube.

Justin Beiber Talks About How To Make A Lot Of Money In

FOREX Trading

Free Tools Route

• Klout - Influence• PeerIndex – Influence• AgencySnap – Performance• SocialMentions• Bing• IceRocket

The 5 Dimensions

• Rank• Traffic• Social Activity• Search Mentions• Audience

What We Need To Rank Influence

• Social Identity of the person or brand(s)– Twitter, Youtube, LinkedIn, Facebook Fan Page

• Blog URL– Traffic

• These metrics define performance, which is the first step in defining influence

The Free (sort of) Method

Speaker Gingrich

Context

What About Digital?

• Bing Search– General– Social– News

• IceRocket.com• SocialMention.com• Traffic

To Summarize

• Newt Gingrich– Klout Score 83, 20 Topics– PeerIndex 92, Contextual Topics, Deeper

Inspection– 43mm Mentions on BING – 40k Mentions on ICE Rocket, Blogs– 803k Unique Visitors

• Sounds Pretty Good…

But Even With All That, We’re Still Missing Something

Contextual Performance RankingThat is….Newt Compared To What?

AgencySnap

60 Pg eBook On Measuring Influence

Newt Gingrich Social Footprint

NO DATA

Site Statistics

Compared To The Other Candidates

1st

4th3rd

2nd88.2%

37.92%

85.3%

100.00%

Traffic

1st4th

3rd 2nd42%

7%

33%18%

Search Mentions

1st

4th

3rd 2nd48mm

16.3mm

44.3mm43.4mm

Social Activity

1st

4th

3rd2nd

10.9mm

1.4mm

10.6mm

6.3mm

Audience (Digital Addressable Audience Online)

1st

4th

3rd2nd

2.2mm

294k

1.5mm

1.9mm

Findings?

• Newt Has The Largest Audience• Ron Paul Has A Highly Charged Social Network• Mitt Romney Content/Mentions Not Leading

To Highest Social Activity or Traffic• Newt Has Higher Cumulative Total Social

Activity, but Ron Paul’s Network Is More Explosive

Conclusions

• A Social Network Play Would Work Best With Ron Paul

• A Banner Ad Would Be Most Successful With Newt Gingrich

• SEO/SEM Campaign Would Work Best With Mitt Romney

We Can Repeat This Exercise

• Bloggers• Influencers• Online Media Companies• Competitors• Etc, Etc, Etc

Value Of Ranking

• Forensic Trail For Modeling Behavior• Knowing Where To Invest Marketing Dollars• Empirical Basis For Decisions• Efficient & Strategic• No More Guessing!

Quantalyzing: kwan-tell-eye-zing

• The quantification, qualification, organization and analysis of contextual influence and social media performance

Questions?

www.socialmatica.comtraining@socialmatica.com

If you’d like a fee account to AgencySnap, just send us a note to the email above and we’ll reply with login details.

Appendix

• Klout.com (Influence Rank – Identification)• Peerindex.net (Influence Rank – Identification)• Bing.com (Volume Of Mentions)• Socialmention.com (Sentiment, Topical

Trends)• Icerocket.com (Topical Trends)• Agencysnap.socialmatica.com (Performance)• Compete.com (Traffic)