identifying influencers: a content-oriented approach

postrank.com@carolleaman

Measuring Audience Engagement & Influenceintelligence from the social web

Carol Leaman, CEO@carolleaman

carol@postrank.com

postrank.com@carolleaman

Links as votes

Idea: “Great Pages” are the ones with many links“PageRank” circa 1997

postrank.com@carolleaman

Social Web: Users vote, comment, bookmark, …“PostRank” circa 2007

Links as votes

User Votes

Microblogging

Comments

Bookmarking …

postrank.com@carolleaman

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

postrank.com@carolleaman

Consumers: Find & Read What Mattershttp://gr.postrank.com

postrank.com@carolleaman

Rank Content, Feeds, Site EngagementAdAge 150, Atlantic 50, etc…

postrank.com@carolleaman

80% of the engagement with a publisher’s content happens away from their site!

postrank.com@carolleaman

50%+ of that engagement happensduring the first hour

postrank.com@carolleaman

PostRank Analyticshttp://analytics.postrank.com

Off-site + On-site

Friendfeed for your content

Real-time

postrank.com@carolleaman

Topic Influencers

Optimization Advice

postrank.com@carolleaman

Ranking of ContentRanking of FeedsRanking of InfluencersRanking ….

is much improved when you understand the Social Graph…

postrank.com@carolleaman

Future Research & Direction:- Unified Profile: Blog(s), Twitter, Facebook, …- Verified, Claimed, Measurable & Real-time - Going beyond subjective “Ego Network” metrics

Given a site, or a social profile (ex: twitter)

Who is behind this site?

How do we measure the engagement & influence?

Unified Profile of an Influencerwe all have twitter, facebook, blogs…

postrank.com@carolleaman

People Matter:. Social graph, hard to map historically. Ego networks, best predict behavior of individual

postrank.com@carolleaman

People Matter:. Social graph, hard to map historically. Ego networks, best predict behavior of individual

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

PostRank Connect- 20M+ Actor Database- Mapping the Social Graph- Automated profile verification- Claimed author profiles

- Q: Top 50 Influencers in X?

Future Research & Direction:- Unified Profile: Blog(s), Twitter, Facebook, …- Verified, Claimed, Measurable & Real-time - Going beyond subjective “Ego Network” metrics

- Understanding & analyzing the topology of the networks- Optimal set of actors to seed a message with for your campaign? - Optimal set of actors given a budget?

http://connect.postrank.com/