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“Leveraging Communities”Digital Engagement Analysis
July 2010
About us
About us
• London, Cochin and New York, with resellers in Rotterdam and
San Francisco• Founded 2004• Execs from Amazon, BBC, British Telecom, Cap Gemini,
Systems Union• A team of 31 from a variety of backgrounds:
• Brand management • Campaigns, communications, and PR• Business consulting • Journalism • Market research and analysis
• 75 blue chip clients all sectors in UK, EU and US• Award-winning social media campaigns• Privately held
• New Product Launch• Crisis Management• Reputation management – CSR/Company
level• Campaign Management• Research Metrics
The ‘Client Needs’
Conversations create Communities
• The communities people form online are based around the common interests and problems of the people involved.
• If you make your message relevant and useful to these communities, you can develop and deliver creative programmes that:
Promote conversations
Reflect and convey your brand message.
• We examine the brand proposition and message, business goals and objectives, and the landscape in which the brand exists to understand:
The communities to become a part of to achieve your objectives
The conversations to join to engage with those communities
The strategies needed to join the conversations
The message, tone and language to use to make a connection with the community members
1. Establish the brand proposition or challenge.
2. Determine the communications and business objectives.
3. Based on the proposition and objectives, identify structured conversations (the Topics) that provide appropriate contexts for the brand to engage with its publics online.
4. We analyse the Topics mathematically to recommend people and organisations to address, and the messages to use to engage with them.
5. The information and insights delivered provide the basis for a creative, measurable campaign. In practical terms they tell you who to talk to and how.
Approach
Triangulation
Conversation contexts
Business & communicationsobjectives
Brand proposition
or challenge
• Communities• Influencers• Messages• Strategy• Creative
platform for engagement
Examples…
Booze…
Sex…
…International Diplomacy
Influence Network – Topic: HotHatches
The Egonet of an ‘Influential authority’
The Influencers & how they rank
…Measures
Criteria used for conversation analysis are as follows:
Influence: Defined as a source’s ability to affect actions or opinions in a given context. A source with high influence tends to be mentioned by other sources also influential on that topic. Influence considers both the quantity and quality of mentions made.
Popularity (profile): The extent to which the views of sources on a particular topic are liked or supported by many other people. A source with a high level of popularity has been frequently mentioned in the context of the topic.
Relative influence: Sources with a high relative influence have a lower popularity and smaller number of connections, but are linked to by important Influencers considered “in the know”.
Hubness: Sources which act as hubs may not have a high level of influence themselves, but play an important role in connecting Influencers together and amplifying their content and opinions to a wider audience.
Betweenness: Measures how important a stakeholder is in the flow of information on a particular topic. Stakeholders with a high betweenness tend to hold a powerful position because they facilitate conversations between other stakeholders on that topic.
Influence Analysis methodology
The History...
Francois Quesnay (1758) ‘Tableau Economique’ – the input-output model of the economy
Wassily Leontief (1941) ‘The Structure of American Industry’ and his Nobel Prize-winning mathematical model
Our citation analysis
• Establish which websites are referenced in context of the topic
• Those sufficiently referenced are stakeholdersstakeholders
• A reference is a votevote for that stakeholderstakeholder
• Total votesvotes score the influenceinfluence of that stakeholderstakeholder
• VotesVotes not equal; dependent upon influenceinfluence of the votervoter
MarketInfluence & Skyttle
Q & A
