LL Bean Influencer Marketing Tool POV 7/24/2012

Tools in this POV

•Contextual Influence •Traackr

•Appinions

•Mblast

•SocMetrics

•Personal Influence •Klout

•Monitoring •Radian6

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What Is Contextual Influence?

•Influence relevant to a specific conversation.

•All contextual influence measurement tools allow

brands to:

•Monitor topics/conversation over time

•Manage relationships with key influencers

•See what’s being said right now

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Key Takeaways

•All Contextual Influence tools identify influencers – each tool can also provide a unique benefit.

•Traackr – Keyword-based. Fully customized lists. Also allows keyword alerts so you’re always informed on new data

•Appinions – Uses sentiment and opinions to drive influencer identification. Shows influencer gaps.

•SocMetrics – Topic-based. Shows multiple spheres of influence. Influence sticks longer.

•mBLAST – Influencer maps plot and influencer’s relevance and authority over time. More weight is given to social networks than blogs/other sites.

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Traackr

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Overview

•Traackr identifies individuals

•History: •Founded February 2006.

•Been running for around 4 years

•Receieved $1M in series A funding July 2011.

•Sample Clients: •Honda

•Delta

•Amway

•CVS

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Features

•Identify Influencers: Find those that are most relevant to a business, and most likely to impact it

•Insights: Provides unique insights on top influencers to make outreach meaningful and increase chances to create new brand advocates.

•List Generation: Accurate influencer lists in seconds, saving teams time to perform higher value functions

•Information for these influencers is updated weekly

•Monitor: Allow brands to see footprint and follow activity/engagement

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Influencer Search Engine •Keyword-based searches

•Triangulate influence based on Reach, Resonance & Relevance – This helps to discover the “right” influencers – not just the popular ones.

•Reach: How many

•Resonance: Reposts/RTs, Links - are they amplified

•Relevance: See next slide

•Influence includes blogs, Twitter, YouTube, Facebook, LinkedIn, Tumblr, Quora and more.

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Relevance Metrics

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Insights

•Profile information to understand presence and contribution

•Track sentiment and opinion shifts •Can be adjusted manually to account for sarcasm

•Leverage influencer content analysis to help become relevant to influencers

•Stay up-to-date on who the movers/shakers are

•Measure success of outreach

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Influencer Lists

•Run live influencer searches on any topic in seconds •Search for a high degree of relevance for the topic. 3 scores. Relevance is heaviest of those three scores.

•Topic is called a campaign – (Outdoor gear) •Populate campaign with 50 keywords. (running, cold climate, climbing, etc)

•24-48 hours later you can login and you’ll see a list of people.

•Refresh results and see who’s on top at any point in time •The database for searching is in real-time

•A social web platform crawl for keywords has a validation step and takes 24-48 hours). This does a brand new search with the chosen keywords.

•By using keywords rather than topics, there is more ability to define and laser-focus the results for a campaign.

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Proprietary: A-List

•A-List provides a ranked list of people

•This list can be manually adjusted if a specific person is wanted to appear

•List is only individuals. •Huffington post – nope

•Author of post could be an influencer

•Individual with author-level content.

•This list is refreshed weekly

•Each member’s footprint (activity) is available

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Profiles

•Full footprint (activity)

•Detailed info (public

profiles, reach, resonance

and relevance)

•Filtered content stream

(filtered for specific

keywords)

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Brand Monitoring

•Track daily mentions

•Track share-of-voice

trends over time

•Display graph by

keyword or influencer

•Sort by specific groups

&/or keywords

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Sentiment

•Can be manually

tagged

•Can be tracked over

time to show changes

•Can be filtered by

influencer/keywords

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Uses

•Research •Identify consumer experts to guide decisions

•Listen •Locate and learn from leading voices across all areas of interest

•Target •Identify top influencers for every client

•Monitor •Track success of campaigns

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Cost

•Single campaign

•$399/mo for list of 50

•$499/mo for list of 100

•This includes monitoring (no extra fee)

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Cost (Multiple Campaign Pricing)

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Appinions

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Overview

Leverages the power of opinions to identify leading influencers.

•History: Spun out of 10 years of research at Cornell in late 2007

•Standing start in December 2011.

•Sample Clients: •The Economist

•Sabra

•Dell

•Strawberry Frog

•Euro RSCG

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Features

•Identify Influencers: Mine data from 4.5 million

sources – not just social media channels.

•Measurement: Provides consistent, quantifiable

measures of the impact influencer marketing has

on a marketer’s goals.

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Relevance Metrics

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•Preference: Who is picking the opinion?

•Imitation: Are other people duplicating the opinion?

•Trend-Setters: Topic originators (who started the

opinion?)

•Scores are updated daily.

Differences from TRAACKR

•Appinions uses opinions and Sentiment

•This can be a downside given sarcasm. It’s hard to

qualify sentiment and must be done manually

sometimes.

•Score are updated daily.

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Differences from TRAACKR

•Influencer Gap Reports: •Shows how many people are talking about competitors in comparison to a brand.

•It also shows where the conversation is taking place, so that a brand can know where they need to increase that share.

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Cost

•No set up or support fee

•$1500/month for up to 25 topics

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mBLAST (mPACT)

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Overview

mPACT Pro Influencer Management Solution is the

contextual measurement tool.

•History:

•No available history or client list

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Features

•Philosophically, TRAACKR and mBLAST are very similar.

•mPACT has a less slick interface, however also has a faster load time.

•There are no Keyword Alerts or ability to manage the list. What you get is what you get – no edits.

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Differences from TRAACKR

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•mPACT seems to give more weight to social

media than blog posts and other web content –

and the scores reflect this.

•mPACT runs queries faster, while TRAACKR is

sluggish.

Differences from TRAACKR

•Influencer Map: •Ability to see everything that a given influencer has posted, across all networks, virtually in real-time.

•Charts can plot an influencer’s relevance and authority over time (see who is up-and-coming).

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Cost

•No set up or support fee

•$1000/year for up to 25 topic searches

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SocMetrics

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Overview

Identifies and monitors top influencers

•History: launched in Jan 2011 – Started out of Boston

•Sample Clients: •Vida Coco

•Nintendo

•Target

•McDonalds

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Features

•Identification: Looks at influencers through a topical filter or keywords

•It takes 12-24 hours to spit out a list of 50 based on keywords.

•Topical search is immediate.

•Monitoring: Allows brand to see footprint and follow activity/engagement.

•Engagement: Shows contact info and social platforms usernames.

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Social Spheres

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Profiles of influencers

include multiple

“spheres” an influencer

may be influential in.

This can help to select

someone who is well-

balanced.

Influence Metrics

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•Peer validation: Who is interacting? Do those who interact have influence? Ex. - Google page ranks

•Topicality: Is content on topic consistently or is it scattered? Are their followers interested in the topic in question?

•Actionable: Does the person get shared? What is their engagement relative to each platform? What is the audience reaction (votes, shares, likes, comments, etc)?

Differences from TRAACKR

•TRAACKR is keyword-based. SocMetrics is

topics-based. This means that TRAACKR selects

an influencer based on if the keywords they use,

rather than scoring an influencer on a specific

topic.

•Topics can be too broad – The ability to define a topic

with keywords can yield more laser-focused results.

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Differences from TRAACKR

•Length of time influence sticks. With TRAACKR, scores are updated weekly – if an influencer takes a couple weeks for vacation and their content isn’t moving, they won’t be seen as an influencer anymore.

•However TRAACKR has the ability to save an influencer, so even if their influence drops, they still will show up.

•SocMetrics will gradually reduce a score over time dependent on their authority and influence.

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Cost

•Cost is based on the influencers you add to list.

•There are no limits on queries.

•Access to influencers and their profiles are available.

•There is no set up or support fee.

•$400/month for access to a list of up to 25 people ($1000 for 100) •Can edit the list freely – remove and add influencers

•Once added to list, you can export to excel and social media contact information.

•$400/month for monitoring •Allows you to track influencer and their activity

•Provides metrics for influence

•3 hrs free support – but help is pretty much free after that.

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Personal Influence

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What Is Personal Influence

•Personal Influence is influence based mainly on reach.

•It does not take into account specific keywords or topics.

•These are best used as supplements to a contextual influence based tool.

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Klout Summary •Klout measures personal digital influence based mainly on reach.

•Based on a 1-100 point scale.

•Drawbacks: •Lots of controversy around privacy issues and accuracy.

•Identifies influencers, but doesn’t rank or qualify them

•Cost: •It’s free to access the data – could be used to supplement the lists other tools generate.

•Brands can partner with Klout to provide Perks (giveaways) to users with certain Klout influence or score. This is done on a case-by-case basis.

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Monitoring

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Radian6 Summary

•Radian6 monitors and tracks articles, blogs and social media mentions.

•It can be used to identify key bloggers or content creators.

•However, it doesn’t measure the contextual influence of content creators against a specific topic area.

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Gauging Influence

•Radian6 has a partnership with Klout to include Klout score data.

•Finding influencers is labor intensive. One must locate the influencer, mark them as an influencer and then set up a keyword group to bring in their content.

•Influencers are not ranked either. •Influencers are given a 1-10 rating based on engagement, but not a ranking

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Comparison

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