Matt Thomson: Understanding Influence Across the Web
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This document discusses influence and how it is measured by Klout. It defines influence as the ability to drive action and explains that Klout measures influence through network analysis and social actions like clicks, conversations, and shares. Klout assigns all users a score from 0 to 100 to indicate their level of influence, which is determined by factors like true reach and network amplification. The document then provides an example of how Klout identified influential users to promote a new Virgin America flight route, generating over 5000 tweets and reaching millions of people.
Matt Thomson: Understanding Influence Across the Web
- 1. Influence is More than Skin Deep Matt Thomson VP of Platform, Klout @daddymention / @klout
- 3. Not about followers and friends
- 4. in•flu•ence: the ability to drive action
- 7. Social Actions Clicks Conversations ListsMessages
- 8. Quality of content. Basis of knowledge.
- 10. The Standard for Influence ❝ ❞ 800+ API Partners Influencer Perks
- 11. The Klout Score 0 100 11 (average) Most InfluentialMost InfluentialMost InfluentialMost InfluentialInactiveInactiveInactiveInactive
- 12. Score Components True Reach Amplification Network
- 13. Sub-heading will take up two lines usually
- 14. Why Do Consumers Care? 1.Know who to trust 2.Know how to tend
- 16. Klout Influencer Campaigns 1. Targeting 2. Invitation 3. Engagement 4. Measurement
- 17. Influencer campaign seeded the initial buzz surrounding the launch of the new route Timeline First roundFirst round of invitesof invites First roundFirst round of invitesof invites June 20 June 29 Last dayLast day to flyto fly Last dayLast day to flyto fly August 23 Official routeOfficial route launch & partylaunch & party Official routeOfficial route launch & partylaunch & party All 120All 120 flights bookedflights booked All 120All 120 flights bookedflights booked July 9 June 2010 July 2010 August 2010
- 18. Klout delivered 30 email invitations on a rolling basis. Results were 2-3x industry average Invitation Open Rate Click RateCity Open Rates
- 19. 570570 264264 120120 2,0872,087outside contributors targeted engaged participated Engagement Klout quickly acquired the total participants, along with 2,000+ additional contributors.
- 20. Klout influencers generated a torrent of tweets surrounding the campaign Engagement 264 Engaged Influencers 5000+ Total Tweets 5.6 Avg Tweets / Influencer
- 21. Klout analyzed the news articles and blog posts generated around the campaign for sentiment Blog Sentiment Blog Sentiment excludes 57% neutral posts 90unique posts
- 22. Klout analyzed sentiment for the body of tweets to understand the nature of engagement Tweet Sentiment Participant Sentiment excludes 48% neutral tweets (based on ~ 1500 tweets) Overall Sentiment excludes 70% neutral tweets (based on sample of 500 tweets)
- 23. 2.38 M2.38 M 1.92 M1.92 M Campaign ContributorsCampaign Contributors True ReachTrue Reach Reach The campaign spread virally to millions of people Engaged InfluencersEngaged Influencers True ReachTrue Reach
- 24. Impressions The campaign drove millions of impressions to influencers 41Million