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Private & Confidential, Fourinsight Ltd © 2012
“But what does this person actually mean
for my brand?”
Introducing the Fourinsight Relative Social Influence Measurement Framework for Individual Influence Analysis
Battle of the influence Measurement Brands
• Kred is rapidly taking over Klout for its transparency and community strategy
Private & Confidential, Fourinsight Ltd © 2012
Infographic: http://www.socialmediadelivered.com/2012/04/18/infographic-klout-vs-kred/
2
Need a new approach to make influence actionable for brands
• En-mass measurement doesn’t work
• One size never fits all
Private & Confidential, Fourinsight Ltd © 2012 3
Individual influence is being looked at but we are not there yet
• The complexities of Influence:
Private & Confidential, Fourinsight Ltd © 2012 4
Individual influence is being looked at but we are not there yet
• The Influence Ripples
Private & Confidential, Fourinsight Ltd © 2012 5
Individual influence is being looked at, but we are not there yet
• Pillars of Influence
6Private & Confidential, Fourinsight Ltd © 2012
New question: What is the Relative Influence of this conversation, to my brand?
• To answer this overall question, Fourinsight has identified 5 relative influence factors which need to be analysed separately per individual:
Sentiment strength
Topic expertise
Network reach
Brand engagement
Customerexperience
Private & Confidential, Fourinsight Ltd © 2012 7
1. Sentiment strength
• QUANTITATIVE
• Negative sentiment
• Scored 1-3
• QUALITATIVE
• Frequency of negative posts the same day/ week
• Frequency of negative responses to comments
• Strength of negative intentions displayed
• Level of negative reactions provoked
• QUANTITATIVE
• Neutral sentiment
• Scored 4-7
• QUALITATIVE
• Frequency of neutral posts the same day/ week
• Frequency of neutral responses to comments
• Strength of negative or positive intentions displayed elsewhere
• Level of negative or positive reactions provoked elsewhere
• QUANTITATIVE
• Positive sentiment
• Scored 8-10
• QUALITATIVE
• Frequency of negative posts the same day/ week
• Frequency of responses to comments
• Strength of negative intentions displayed
• Level of negative reactions provoked
8Private & Confidential, Fourinsight Ltd © 2012
• Relative Influence determined by Quant & Qual sentiment analysis
Detractors Fence Sitters Promoters
2. Topic expertise
• QUANTITATIVE
• Low topic expertise
• Scored 1-3
• QUALITATIVE
• Frequency of low topic posts the same day/ week
• Frequency of low topic responses to comments
• Breadth of low topic coverage displayed
• Level of low-topic community involvement
• QUANTITATIVE
• Medium topic expertise
• Scored 4-7
• QUALITATIVE
• Frequency of med topic posts the same day/ week
• Frequency of med topic responses to comments
• Breadth of med topic coverage displayed
• Level of med topic community involvement
• QUANTITATIVE
• High topic expertise
• Scored 8-10
• QUALITATIVE
• Frequency of high topic posts the same day/ week
• Frequency of high topic responses to comments
• Breadth of high topic coverage displayed
• Level of high topic community involvement
9Private & Confidential, Fourinsight Ltd © 2012
• Relative Influence determined by Quant & Qual topic analysis
Watching & waiting
Talking the Talk
Stage Actors
3. Network reach
• QUANTITATIVE
• Low network reach
• Frequency of posts to network daily/ weekly
• Listed, followed and number of channels
• Scored 1-3
• QUALTITATIVE
• Quality of content shared
• Relative influence per channel/ platform
• Level of outreach
• QUANTITATIVE
• Medium network reach
• Frequency of posts to network daily/ weekly
• Listed, followed and number of channels
• Scored 4-7
• QUALTITATIVE
• Quality of content shared
• Relative influence per channel/ platform
• Level of outreach
• QUANTITATIVE
• High network reach
• Frequency of posts to network daily/ weekly
• Listed, followed and number of channels
• Scored 8-10
• QUALITATIVE
• Quality of content shared
• Relative influence per channel/ platform
• Level of outreach
10Private & Confidential, Fourinsight Ltd © 2012
• Relative Influence determined by Quant & Qual network analysis
Selected Niche Fame Seekers Community Leaders
4. Brand engagement
• QUANTITATIVE
• Low brand experience
• Frequency of brand engagement
• Brand mentions, social interactions
• Scored 1-3
• QUALTITATIVE
• Frequency of brand content shared
• Level of brand outreach
• QUANTITATIVE
• Medium network reach
• Frequency of brand engagement
• Brand mentions, social interactions
• Scored 4-7
• QUALTITATIVE
• Frequency of brand content shared
• Level of brand outreach
• QUANTITATIVE
• High network reach
• Frequency of brand engagement
• Brand mentions, social interactions
• Scored 8-10
• QUALITATIVE
• Frequency of brand content shared
• Level of brand outreach
11Private & Confidential, Fourinsight Ltd © 2012
• Relative Influence determined by Quant & Qual brand relationship analysis
Seen each other once or twice
Steady Dating In a Relationship
Unaware of brand
Intent
to connect
with brand
One-
off brand experience
Past encounter,
more
planned
Annual brand
encounter
Dabbled brand
encounters
Monthly brand
encounters
Weekly brand
encounters
Daily
brand
encounter
Hourly brand
encounters
Seen each other once or twice
Steady Dating
In a Relationship
12Private & Confidential, Fourinsight Ltd © 2012
Fourinsight Brand Engagement Funnel
5. Customer expertise• QUA
NTITATIVE
• Low funnel position
• Product discussion.
• Scored 1-3
• QUALTITATIVE
• Frequency of product requests
• Choice of platform for requests
• Level of outreach/ sharing
• QUANTITATIVE
• Medium funnel position
• Brand discussion (non-user)
• Scored 4-7
• QUALTITATIVE
• Frequency of brand requests
• Choice of platform for requests
• Level of outreach/ sharing
• QUANTITATIVE
• High profile position
• Brand discussion (brand user)
• Scored 8-10
• QUALITATIVE
• Frequency of brand requests/ other brand users
• Choice of platform for requests
• Level of outreach/ sharing
13Private & Confidential, Fourinsight Ltd © 2012
• Relative Influence determined by Quant & Qual customer purchase analysis
Product sourcing
Brand consideration
Brand user
Product need
Product research
Product short-list
Product
consideration
Brand research
Brand short-list
Brand trial
Brand purchase
Brand adv
ocate
Brand retention
Product sourcing
Brand consideration
Brand user
14Private & Confidential, Fourinsight Ltd © 2012
Fourinsight Customer Experience Funnel
Fourinsight Relative Social Influence Scoring Grid
Fourinsight Relative Social Influence Score (Total of 5 components, score out of 50)
Sentiment Strength (out
of 10)Topic Expertise
(out of 10)Network Reach
(out of 10)Brand
Engagement(out of 10)
Customer Experience (out
of 10)
15Private & Confidential, Fourinsight Ltd © 2012
Fourinsight understands influence. Using our proprietary model we are able to get to get straight to answering the key question: what does this person mean for your brand?
• Let us put fourinsight straight to work for you - contact Cat Fraser our MD at:
• Email: [email protected]• Skype: catfraser• Tel: +44 (0)797 444 2764• Web: http://www.fourinsight.com
Follow me on twitter @catsocialintel
View recommendations of my work at linkedin.com/in/catfraser
Private & Confidential, Fourinsight Ltd © 2012 16