TRAACKR @ TTMM
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The document discusses the complexities of measuring online influence in social media, highlighting that influence is multifaceted and dependent on various factors such as topic and network. It emphasizes the need for a flexible and multi-dimensional approach to measurement, suggesting five key rules for effective influence measurement. Ultimately, the document advocates for embracing complexity rather than oversimplifying or relying solely on algorithms.
TRAACKR @ TTMM
- 1. THE CHALLENGES of SoCIAL MEDIA MEASUREMENT THRoUGH THE LENSE of online influence
- 2. ONLINE INFLUENCErs arE at thE CENtEr OF sOCIaL mEdIa INItIatIvEs. Many companies are working on measuring online influence to identify these influencers. #ttmm | tRAACKR 2010 | PAge 2
- 3. MEASURING ONLINE INFLUENCE IS COMPLICATED... Why? #ttmm | tRAACKR 2010 | PAge 3
- 4. who’s #1 influencer? #ttmm | tRAACKR 2010 | PAge 4
- 5. well, it depends... #ttmm | tRAACKR 2010 | PAge 5
- 6. health #ttmm | tRAACKR 2010 | PAge 6
- 7. health #ttmm | tRAACKR 2010 | PAge 7
- 8. tech #ttmm | tRAACKR 2010 | PAge 8
- 9. tech / cell #ttmm | tRAACKR 2010 | PAge 9
- 10. tech / cell / hacking #ttmm | tRAACKR 2010 | PAge 10
- 11. INFLUENCE Is CONTEXTUAL – IT HAs MULTIPLE DIMENsIONs. It depends on the topic, on the influencer’s network, and it depends on you! #ttmm | tRAACKR 2010 | PAge 11
- 12. to measure each dimension, there are disparate datatypes. Participation happens across multiple platforms. For each platform, there are different ways of measuring performance. #ttmm | tRAACKR 2010 | PAge 12
- 13. how ComPAnies usuAlly thinK About influenCe meAsuRement #ttmm | tRAACKR 2010 | PAge 13
- 14. simplify the problem – one dimension, one platform. If influence means how much others talk about your content, and if retweets measure of how your content travels, then retweets measure influence. #ttmm | tRAACKR 2010 | PAge 14
- 15. limiting the scope limits the insights. The value of the measurement is often lost before starting the computation. #ttmm | tRAACKR 2010 | PAge 15
- 16. complexify the solution – the ‘secret sauce’. Mathematicians apply their science and build complex algorithms. Measurement Marketers want to impress customers with the ‘silver bullet’ to measuring influence. #ttmm | tRAACKR 2010 | PAge 16
- 17. IT’S noT (only) ABoUT THE mATH. IT’S ABoUT wHAT yoU mEASUrE. #ttmm | tRAACKR 2010 | PAge 17
- 18. IT’S NOT ABOUT MARKET SHARE. IT’S ABOUT cREATINg TANgIBlE vAlUE TO INcREASE MARKET SIZE. #ttmm | tRAACKR 2010 | PAge 18
- 19. ULTIMATELY, MEAsUrIng onLInE InfLUEncE rEqUIrEs A MorE fLExIbLE ApproAch. #ttmm | tRAACKR 2010 | PAge 19
- 20. so, how can we achieve it? By embracing the chaos. #ttmm | tRAACKR 2010 | PAge 20
- 21. 5 Rules to meAsuRing online influenCe #ttmm | tRAACKR 2010 | PAge 21
- 22. Rule 1 focus on framing the problem. it’s key. #ttmm | tRAACKR 2010 | PAge 22
- 23. Rule 2 embrace the multiple dimensions. Collect Data. Turn it into useful Information. Look for Patterns. Learn. Iterate. #ttmm | tRAACKR 2010 | PAge 23
- 24. Rule 3 build complexity into your model as needed. #ttmm | tRAACKR 2010 | PAge 24
- 25. Rule 4 enable flexibility through modularity. Add, swap, change data sources, platforms, and algorithms without disrupting the whole system. #ttmm | tRAACKR 2010 | PAge 25
- 26. Rule 5 share The findings To gain insighTs. You just can’t do it alone. #ttmm | tRAACKR 2010 | PAge 26
- 27. facebook.com/onlineinfluence #ttmm | tRAACKR 2010 | PAge 27
- 28. thAnK you! facebook.com/onlineinfluence traackr.com pierreloic@traackr.com #ttmm | tRAACKR 2010 | PAge 28