Comments on: How Do You Measure Influence? http://www.princanada.com/how-do-you-measure-influence/?utm_source=rss&utm_medium=rss&utm_campaign=how-do-you-measure-influence Fri, 18 May 2012 05:02:15 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Alan Chumley http://www.princanada.com/how-do-you-measure-influence/#comment-183 Alan Chumley Fri, 19 Dec 2008 09:30:07 +0000 http://www.princanada.com/?p=314#comment-183 The word "standard" is jump in language. :) n nHow do you measure influence? Well it depends what you're trying to influence. Opinion? Attitude? Trial? Purchase intent? Likelihood to refer? Sales? Advocacy (of your brand, of an issue, of a position on an issue) Some other behaviour. n nSo, the key is to set measureable objectives THEN find the right method and metric to determine whether or not you hit hit. n nStandards? No. Never. Nest practices and guiding principles? Always. n nSure you could do a standard if every social media campaign was the same. Some just want to get on-line while others are looking for engagement, advocacy, etc. n nWith any form of communications (I appreciate social media is vastly different) you really need to look beyond the how much and how good into the 'with what effect'. But even those 3 tiers work with social media. n nIdeally we should be looking at the full picture from presence and polularity to volume and velocity to sentiment to relvance to authority to engagement to advocacy to opinion to relationships and action. n nAnd, somewhere in there: the inter-relationships and inter-connectedness (via social netqorking theory and mapping that sociologists have been using for decades) of several blogs (etc.) with several others. What we're really talking about in social media are communities of interest. The word "standard" is jump in language. :) n nHow do you measure influence? Well it depends what you're trying to influence. Opinion? Attitude? Trial? Purchase intent? Likelihood to refer? Sales? Advocacy (of your brand, of an issue, of a position on an issue) Some other behaviour. n nSo, the key is to set measureable objectives THEN find the right method and metric to determine whether or not you hit hit. n nStandards? No. Never. Nest practices and guiding principles? Always. n nSure you could do a standard if every social media campaign was the same. Some just want to get on-line while others are looking for engagement, advocacy, etc. n nWith any form of communications (I appreciate social media is vastly different) you really need to look beyond the how much and how good into the 'with what effect'. But even those 3 tiers work with social media. n nIdeally we should be looking at the full picture from presence and polularity to volume and velocity to sentiment to relvance to authority to engagement to advocacy to opinion to relationships and action. n nAnd, somewhere in there: the inter-relationships and inter-connectedness (via social netqorking theory and mapping that sociologists have been using for decades) of several blogs (etc.) with several others. What we're really talking about in social media are communities of interest.

]]> By: Dave Forde http://www.princanada.com/how-do-you-measure-influence/#comment-182 Dave Forde Thu, 18 Dec 2008 10:56:12 +0000 http://www.princanada.com/?p=314#comment-182 Ari - Great point, and it does look like influence is best measured by the audience. At the same time to Roger's point if a campaign is done to drive sales then perhaps there does need to be some type of "standard" way to measure influence. This was the first time doing this, but there are plans to do something bigger in '09. Ari – Great point, and it does look like influence is best measured by the audience. At the same time to Roger's point if a campaign is done to drive sales then perhaps there does need to be some type of "standard" way to measure influence. This was the first time doing this, but there are plans to do something bigger in '09.

]]> By: RogerB http://www.princanada.com/how-do-you-measure-influence/#comment-181 RogerB Thu, 18 Dec 2008 09:27:50 +0000 http://www.princanada.com/?p=314#comment-181 So I look at influence more from a corporate perspective. How does 'influence' (eg. of a 2.0 campaign or a social network maven) impact sales. nThat for my money is the clearest measure. To Ari's point... that lucky shirt may/may not be influencial, but all that matters in a capitalist market is whether you will buy a 2nd shirt n nOver the years, a couple things we've tried include: n- Surveying customers to determine what they believe influenced their decision. This doesn't pinpoint individual influencers, but helps discern categories - eg. should I invest in Analyst relations, TV ads, or trade shows. n- Analyzing influence on 2 scales... size of the audience impacted and relevance. It's the latter that most organizations miss. So it's nice a blog is read a 1000 times a minute, but unless the topic is spot on with your market, and/or your customer drivers (and they seldom are), then what's the value. n nThese may seem a tad off topic, but perhaps there's a nugget to be applied when considering how 'influencial' various individuals are in the social media space. So I look at influence more from a corporate perspective. How does 'influence' (eg. of a 2.0 campaign or a social network maven) impact sales. nThat for my money is the clearest measure. To Ari's point… that lucky shirt may/may not be influencial, but all that matters in a capitalist market is whether you will buy a 2nd shirt n nOver the years, a couple things we've tried include: n- Surveying customers to determine what they believe influenced their decision. This doesn't pinpoint individual influencers, but helps discern categories – eg. should I invest in Analyst relations, TV ads, or trade shows. n- Analyzing influence on 2 scales… size of the audience impacted and relevance. It's the latter that most organizations miss. So it's nice a blog is read a 1000 times a minute, but unless the topic is spot on with your market, and/or your customer drivers (and they seldom are), then what's the value. n nThese may seem a tad off topic, but perhaps there's a nugget to be applied when considering how 'influencial' various individuals are in the social media space.

]]> By: Ari Herzog http://www.princanada.com/how-do-you-measure-influence/#comment-184 Ari Herzog Thu, 18 Dec 2008 02:38:51 +0000 http://www.princanada.com/?p=314#comment-184 It's simple, Dave. You can't measure influence anymore than you can measure the impact of your favorite shirt hanging in your closet? Maybe you wore that shirt on days you won the lottery; maybe you wore that shirt the same day you met your wife; or maybe you never wore the shirt but someone gave it to you as a gift and while it doesn't fit right, you feel guilty tossing it. Influence is measured different ways by different people. You can run metrics to get an idea, but like you indicate with different reactions on Twitter, nobody can agree. Like you can't agree why that shirt is hanging collecting dust. - <a href="http://twitter.com/ariherzog" rel="nofollow">Ari Herzog on Twitter</a> It’s simple, Dave. You can’t measure influence anymore than you can measure the impact of your favorite shirt hanging in your closet? Maybe you wore that shirt on days you won the lottery; maybe you wore that shirt the same day you met your wife; or maybe you never wore the shirt but someone gave it to you as a gift and while it doesn’t fit right, you feel guilty tossing it.

Influence is measured different ways by different people. You can run metrics to get an idea, but like you indicate with different reactions on Twitter, nobody can agree. Like you can’t agree why that shirt is hanging collecting dust.

- Ari Herzog on Twitter

]]> By: Jacquelyn http://www.princanada.com/how-do-you-measure-influence/#comment-185 Jacquelyn Wed, 17 Dec 2008 17:49:37 +0000 http://www.princanada.com/?p=314#comment-185 Social network analysis actually allows for measurement of digital influence, but you'd need access to all non-public data to pull it together. Ah, how I dream of an open source world... Social network analysis actually allows for measurement of digital influence, but you’d need access to all non-public data to pull it together. Ah, how I dream of an open source world…

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