emktg 2011: leveraging online influence for your brand

postrank.com@carolleaman

Leveraging Online Influence for your Brand

Melanie Baker, Community ManagerJason Santo, Marketing Manager

@postrankwww.postrank.com

postrank.com@carolleaman

Can Influencers Help Me?

(A) TechCrunch conversion:

~4M subscribers~1.5% open rate

~ 60,000 eyeballs

“Influencer” conversion:

~20K subscribers~70%+ open rate

~ 14,000 eyeballs

~ mention you, endorse you, reprint your content…….or not

~ huge market for social media listening platforms now

Hail Mary… Relationship driven

Yep.

postrank.com@carolleaman

Links as votes

Idea: “Great Pages” are the ones with many links

“PageRank” circa 1997

postrank.com@carolleaman

Today’s Internet

Votes, Bookmarks, Comments, Tweets, Diggs, Trackbacks, Likes…….Social networking has taken over……

postrank.com@carolleaman

80% of the articles & stories we pay attention to are found in a

social network…..

postrank.com@carolleaman

50%+ of that engagement happens during the first hour

postrank.com@carolleaman

How Wide is Our Influence?

Twitter• Avg # of Followers – 62.97 per user• Avg # of Followees – 43.52 per user

Facebook• # of FB likes – 217.2 per item (liked)• # of FB likes – 29.3 per user

postrank.com@carolleaman

3B+ Archived Metrics 2B+ Archived Posts 350M+ user panel indexed & available in real-time…

postrank.com@carolleaman

PostRank Analyticshttp://analytics.postrank.com

Off-site + On-site

Friendfeed for your content

Real-time

postrank.com@carolleaman

postrank.com@carolleaman

Can Influencers Help Me? Absolutely!

TechCrunch Conversion:

• 4M subscribers

• 1.5% open rate

• 60,000 eyeballs

• But how many convert?

“Influencer” Conversion:

• 20K subscribers

• 70%+ open rate

• 14,000 eyeballs

• Anecdotal evidence of 3X the

conversion rate of regular online

advertising

Hail Mary…

postrank.com@carolleaman

Big Media is Catching On…

Tim Armstrong (AOL) – “ 80:80:80 focus”

•80% of domestic spending done by women

•80% of commerce happens locally

•80% of considered purchases are driven by influencers

postrank.com@carolleaman

Social graph, hard to map historicallyEgo networks, best predict behavior of individual

People Matter

postrank.com@carolleaman

Different Ways to Look at Influence

Ruby Authorities - Sites that have linked to each other in the community

postrank.com@carolleaman

Different Ways to Look at Influence

Out Links - Sites that have linked the most to others

postrank.com@carolleaman

Different Ways to Look at Influence

Ruby Influencers - People that have linked to each other

postrank.com@carolleaman

Different Ways to Look at Influence

Ruby Influencers - People that have mentioned other people

postrank.com@carolleaman

Thank You!

melanie@postrank.com

jason@postrank.com

@postrank

www.postrank.com