Measurefest: Network mapping and measuring relevant influence

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Measurefest

@brilliantnoisebrilliantnoise.com

Beth Granter@bethgranter22 May 2014

Network mapping and

measuring relevant influence

Hello! I’m Beth Granter. I’m a digital consultant at Brilliant Noise.

Brands I have worked with

- Why we need to move on from basic influencer identification based on Twitter bios, to finding people based on their network connections.

- Drawing networks on NodeXL to visually communicate relevance to senior stakeholders.

- Using conversational data from influencer networks to inform and evaluate content strategy.

Agenda

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Why we need to move on from basic influencer identification

based on Twitter bios, to finding people based on their network

connections.

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Discovery:

- Search Twitter bios for key words

- Search Twitter conversations

- Search blogs based on blog title and content

Prioritisation:

- Follower count

- Klout influence score

- MozRank or inbound links

Basic influencer identification

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Basic influencer identification

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Basic influencer identification outputs

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- Self-proclaimed experts/obsessives who define as such

- Highly vocal people around a key topic

- People who are generally influential online

- ...but not necessarily people who are influential around the key topic

Basic influencer identification outputs

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Influence score is not related to who they’re speaking to or what

the topic is

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Advanced influencer identification

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Prioritising influencers:number of relevant topic

mentions

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An improved measure of influence/relevance:

network follower count

The number of connections within a network of influencers

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Network follower count

A = 0

Not followed by anyone in the primary network

B = 2

Followed by 2 other followers of @measurefest

A

B

C

D

AC

DB

Discovery:

- Same as basic plus...

- Who does your initially discovered influencer/target list follow?

- Who is your initially discovered influencer/target list followed by?

Prioritisation:

- Number of relevant mentions

- Likelihood to be followed by / follow initial influencer list

Advanced influencer identification

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Drawing networks on NodeXL to visually

communicate relevance to senior stakeholders.

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NodeXL is a free, open-source template for Microsoft® Excel® 2007, 2010 and 2013 that makes it easy to explore network graphs. 

With NodeXL, you can enter a network edge list in a worksheet, click a button and see your graph, all in the familiar environment of the Excel window.

NODEXL

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Get list of followers

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Import list into NODEXL

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Unfiltered network

Network follower count

A = 0

Not followed by anyone in the primary network

B = 2

Followed by two other followers of @measurefest

A

B

C

D

A

C

DB

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Filtered network

Who ELSE is influential to @measurefest

followers?

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Network follower count in a simple two-tier network

A = 0

B = 2

C = 1

Followed by one of @measurefest’s followers

D = 2

Followed by two other followers of @measurefest

A

B

C

D

A

B

C

D

Get ‘friends’ of (people followed by) refined list

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When the primary influencer list is broad, @stephenfry normally

comes up as top by network follows

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So, calculate network follows as a

PERCENTAGE of total followers, to get a more reliable relevance score

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Sort and filter by network follows as a percentage of total follows

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Using conversational data from influencer networks

to inform and evaluate content strategy.

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Author based query (not keyword based)

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Inform:

- What are your target audience / influencers talking about?

Evaluate:

- Have you managed to influence the conversation with your content?

- What volume of mentions from your target audience relate to your content?

Using conversational data from influencer networks to inform and evaluate content strategy

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In summary...

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Basic influencer identification

- Finds generally influential people online

- Who define themselves as experts, or talk a lot about a topic

Advanced influencer network mapping

- Considers the relevance of an influencer within a niche network

- Creates a visual to illustrate the value of the method to senior stakeholders

In summary...

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Thanks!Network visualisation links: delicious.com/bethgranter/network,visualisation

@bethgranterbrilliantnoise.com

© 2014 Brilliant Noise All rights reserved

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