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Leveraging Influencers for Your Brand, presented at the eMKTG conference at Fanshawe College in London, ON on March 1, 2011 by Melanie Baker and Jason Santo. http://www.emarketingconference.ca/
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postrank.com@carolleaman
Leveraging Online Influence for your Brand
Melanie Baker, Community ManagerJason Santo, Marketing Manager
@postrankwww.postrank.com
postrank.com@carolleaman
Can Influencers Help Me?
(A) TechCrunch conversion:
~4M subscribers~1.5% open rate
~ 60,000 eyeballs
“Influencer” conversion:
~20K subscribers~70%+ open rate
~ 14,000 eyeballs
~ mention you, endorse you, reprint your content…….or not
~ huge market for social media listening platforms now
Hail Mary… Relationship driven
Yep.
postrank.com@carolleaman
Links as votes
Idea: “Great Pages” are the ones with many links
“PageRank” circa 1997
postrank.com@carolleaman
Today’s Internet
Votes, Bookmarks, Comments, Tweets, Diggs, Trackbacks, Likes…….Social networking has taken over……
postrank.com@carolleaman
80% of the articles & stories we pay attention to are found in a
social network…..
postrank.com@carolleaman
50%+ of that engagement happens during the first hour
postrank.com@carolleaman
How Wide is Our Influence?
Twitter• Avg # of Followers – 62.97 per user• Avg # of Followees – 43.52 per user
Facebook• # of FB likes – 217.2 per item (liked)• # of FB likes – 29.3 per user
postrank.com@carolleaman
3B+ Archived Metrics 2B+ Archived Posts 350M+ user panel indexed & available in real-time…
postrank.com@carolleaman
PostRank Analyticshttp://analytics.postrank.com
Off-site + On-site
Friendfeed for your content
Real-time
postrank.com@carolleaman
postrank.com@carolleaman
Can Influencers Help Me? Absolutely!
TechCrunch Conversion:
• 4M subscribers
• 1.5% open rate
• 60,000 eyeballs
• But how many convert?
“Influencer” Conversion:
• 20K subscribers
• 70%+ open rate
• 14,000 eyeballs
• Anecdotal evidence of 3X the
conversion rate of regular online
advertising
Hail Mary…
postrank.com@carolleaman
Big Media is Catching On…
Tim Armstrong (AOL) – “ 80:80:80 focus”
•80% of domestic spending done by women
•80% of commerce happens locally
•80% of considered purchases are driven by influencers
postrank.com@carolleaman
Social graph, hard to map historicallyEgo networks, best predict behavior of individual
People Matter
postrank.com@carolleaman
Different Ways to Look at Influence
Ruby Authorities - Sites that have linked to each other in the community
postrank.com@carolleaman
Different Ways to Look at Influence
Out Links - Sites that have linked the most to others
postrank.com@carolleaman
Different Ways to Look at Influence
Ruby Influencers - People that have linked to each other
postrank.com@carolleaman
Different Ways to Look at Influence
Ruby Influencers - People that have mentioned other people
