Measurefest: Network mapping and measuring relevant influence
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Why we need to move on from basic influencer identification based on Twitter bios, to finding people based on their network connections. Using conversational data from influencer networks to inform and evaluate content strategy. Drawing networks on NodeXL to visually communicate relevance to senior stakeholders.
Measurefest: Network mapping and measuring relevant influence
- 1. TextText Measurefest @brilliantnoise brilliantnoise.com Beth Granter @bethgranter 22 May 2014 Network mapping and measuring relevant in鍖uence
- 2. Hello! Im Beth Granter. Im a digital consultant at Brilliant Noise.
- 4. - Why we need to move on from basic in鍖uencer identi鍖cation based on Twitter bios, to 鍖nding people based on their network connections. - Drawing networks on NodeXL to visually communicate relevance to senior stakeholders. - Using conversational data from in鍖uencer networks to inform and evaluate content strategy. Agenda 4
- 5. Why we need to move on from basic in鍖uencer identi鍖cation based on Twitter bios, to 鍖nding people based on their network connections. 5
- 6. Discovery: - Search Twitter bios for key words - Search Twitter conversations - Search blogs based on blog title and content Prioritisation: - Follower count - Klout in鍖uence score - MozRank or inbound links Basic in鍖uencer identi鍖cation 6
- 7. - Consectetur adipiscing elit - Elit vurabitur varius sollicitudin elit nullam - Aliquam malesuada - Nullam sollicitudin varius adipiscing - Curabitur varius sollicitudin elit nullam - Consectetur adipiscing elit Section Header 7
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- 11. Basic in鍖uencer identi鍖cation outputs 11 - Self-proclaimed experts/obsessives who de鍖ne as such - Highly vocal people around a key topic - People who are generally in鍖uential online
- 12. - ...but not necessarily people who are in鍖uential around the key topic Basic in鍖uencer identi鍖cation outputs 12
- 13. In鍖uence score is not related to who theyre speaking to or what the topic is 13
- 15. Prioritising in鍖uencers: number of relevant topic mentions 15
- 16. - Consectetur adipiscing elit - Elit vurabitur varius sollicitudin elit nullam - Aliquam malesuada - Nullam sollicitudin varius adipiscing - Curabitur varius sollicitudin elit nullam - Consectetur adipiscing elit Section Header 16
- 17. - Consectetur adipiscing elit - Elit vurabitur varius sollicitudin elit nullam - Aliquam malesuada - Nullam sollicitudin varius adipiscing - Curabitur varius sollicitudin elit nullam - Consectetur adipiscing elit Section Header 17
- 18. An improved measure of in鍖uence/relevance: network follower count The number of connections within a network of in鍖uencers 18
- 19. Network follower count A = 0 Not followed by anyone in the primary network B = 2 Followed by 2 other followers of @measurefest A B C D A C D B
- 20. Discovery: - Same as basic plus... - Who does your initially discovered in鍖uencer/target list follow? - Who is your initially discovered in鍖uencer/target list followed by? Prioritisation: - Number of relevant mentions - Likelihood to be followed by / follow initial in鍖uencer list Advanced in鍖uencer identi鍖cation 20
- 21. Drawing networks on NodeXL to visually communicate relevance to senior stakeholders. 21
- 22. NodeXL is a free, open-source template for Microsoft速 Excel速 2007, 2010 and 2013 that makes it easy to explore network graphs. With NodeXL, you can enter a network edge list in a worksheet, click a button and see your graph, all in the familiar environment of the Excel window. NODEXL 22
- 23. Get list of followers 23
- 24. Import list into NODEXL 24
- 26. Network follower count A = 0 Not followed by anyone in the primary network B = 2 Followed by two other followers of @measurefest A B C D A C D B
- 28. Who ELSE is in鍖uential to @measurefest followers? 28
- 29. Network follower count in a simple two-tier network A = 0 B = 2 C = 1 Followed by one of @measurefests followers D = 2 Followed by two other followers of @measurefest A B C D A B C D
- 30. Get friends of (people followed by) re鍖ned list 30
- 31. 31
- 32. When the primary in鍖uencer list is broad, @stephenfry normally comes up as top by network follows 32
- 33. So, calculate network follows as a PERCENTAGE of total followers, to get a more reliable relevance score 33
- 34. Sort and 鍖lter by network follows as a percentage of total follows 34
- 35. 35
- 36. Using conversational data from in鍖uencer networks to inform and evaluate content strategy. 36
- 37. 37
- 38. Author based query (not keyword based) 38
- 39. Inform: - What are your target audience / in鍖uencers talking about? Evaluate: - Have you managed to in鍖uence the conversation with your content? - What volume of mentions from your target audience relate to your content? Using conversational data from in鍖uencer networks to inform and evaluate content strategy 39
- 40. In summary... 40
- 41. Basic in鍖uencer identi鍖cation - Finds generally in鍖uential people online - Who de鍖ne themselves as experts, or talk a lot about a topic Advanced in鍖uencer network mapping - Considers the relevance of an in鍖uencer within a niche network - Creates a visual to illustrate the value of the method to senior stakeholders In summary... 41
- 42. Thanks! Network visualisation links: delicious.com/bethgranter/ network,visualisation @bethgranter brilliantnoise.com 息 2014 Brilliant Noise All rights reserved 42