EmPower PRSA, 2012 - Analytics & Influencers

PRSA - LA
Analytics & Influencers

Kyung Han
Managing Partner, EmPower Research, a Genpact Company

Joe Rhoton
Senior Manager, EmPower Research, a Genpact Company

© 2012 Copyright Genpact. All Rights Reserved.

Big data for the communicators and
marketers Types of Data

60%
Growth rate Data, Structured and
Image Audio Video

Unstructured, is Increasing Quantitative
Data
Text

Most Common Types of Big Data for PR & Marketing

Customer Customer Social Social Network Customer
Demographics Transaction Usage Media Ties and Mobile
Data Data Content Influence Phone/Device
Data

19%
35% 30%
74% 64% 60%

© 2012 Copyright Genpact. All Rights Reserved. EmPower Research: A Genpact company 2

agenda
Influencer defining & identification

Monitoring and analyzing influencers

Engaging with influencers


Defining and identifying influencers

Awareness
Focus
Engagement
• On topic posts • # of follow up
• # followers
• # unique visitors • Timely comments comments
• # visits • Timing of
• % Relevancy
• # likes
• # posts/comments • Sentiment comments
• # mentions • Depth & Breadth
• Context
• Referrals


American Academy of Family Physicians (AAFP)
• The AAFP is the national association of family doctors
• Association site with a target audience of Physicians
• Site has resources for physicians, medical students, residents, patients and media personnel
• Emphasis also placed on politics and the 2008 election as it pertains to the healthcare policy and advocacy
• Also links to FamilyDoctor.org another AAFP site
Site Description

Home Page Opinion Leader Identification Monitoring
Contact: Nancy Kueh Checking the major Social Networking platforms for RSS Feeds in specific areas
(nkuehl@aafp.org) well-known associations is a good starting place make tracking news easier

Insights
INSIGHTS OPINION LEADER INFLUENCE OPPORTUNITIES
Opinion Leader Influence
• Limited mentions of companies • Roughly 805,000 unique monthly • Monitor for mentions of
which focus on clinical guidelines; visitors companies/organizations and their
mentions of certain companies and • 119,000 inbound links news as it relates to physicians
their news are on the site in addition • Potential to pitch KOL for podcast
to practice guidelines interview to discuss advances in
• Some mentions of Articles on certain cervical health
companies are for members only and
come from print versions of American
Family Physician and Family Practice
Management
• Links to the CDC
• Tone: Informative


Tracking and analyzing influencers
ONGOING TRACKING OF INFLUENCERS

Types of tools & technologies to help you track

Free tools Paid tools

CASE EXAMPLE
Shabrekia Andrews, February 8, 2012: First charges are posted, then they
disappear, then they reappear with added fees! Really?! It would mean a
lot to me if you guys kept my account in order! I freaking love XXX but I
dont mind switching banks!

Over 1.1 million unique visitors.
1000+ conversations on Client. Ksmithlex (12 followers) @XXX: why is it so frustrating to get a mortgage
with you!

Ongoing tracking of influencer activity
Maximizing  Financial tips and articles on how to save more  myFICO offers informative credit-information
money and earn extra cash from credit card offers myFICO (Forum) products that help people understand actions they
Money (Blog)

OVERVIEW
OVERVIEW

and banking bonuses to travel savings and can take to achieve and protect their overall
shopping discounts including promotional code financial health
offers  Several discussions around opening an Comp A.
 Discussions around Comp A. brokerage accounts account
currently offering promotions

SITE STATISTICS
SITE STATISTICS

Alexa Traffic Alexa Traffic
Inbound Links Inbound Links
Rank Rank

723,947 180 14,725 1,296

Melissa Barz  Applauded Company X for their services Courtney  Had trouble loading up Company X accounts page on
Young  12 comments followed it and equally Godwin-Fritzsche her computer
OVERVIEW

appreciated Company X  6 follow on comments seen relating to the
problem
SITE STATISTICS


Influencer analysis via visualization
Tom Savage National Wildlife
Green Enthusiast Federation
Government Body HuffPost Green
1 Thing for Green Green Media
Green For All Advocacy Group
Advocacy Group
Steve Momorella
Treehugger Green Enthusiast Derek Markham Grist
Green Media* Green Enthusiast Green Media
Jeff McIntire-
Strasburg
Green Progress
Green Enthusiast
Green Media
Echoing Green
Firms Supporting 'Go
Green'
Eco Interactive
Tim Hurst Julie Urlaub
Costa Rica
Green Enthusiast Green Enthusiast Rachelle Strauss Firms Supporting
Green Enthusiast 'Go Green'

Replant
Guardian Environment Rainforests
Green Media Advocacy Group Influencer Nodes
Kevin Gulley
Green Enthusiast Julie Urlaub
The Daily Green Rachelle Strauss
Green Media Greenpeace
Advocacy Group Derek Markham
Inhabitat Do the Green Thing
Firms Green Media
Supporting 'Go
Green' *Green Media: Refers to websites that act as information sources on green living,
sustainability, recycling etc
Green By Design ** All central influencer nodes have been marked in bold for identification. The first level
Joe Nyangon map of each node is color coded. The dotted lines show the interlinking between the
Firms Supporting Green Enthusiast
'Go Green' influencers. The size of the bubble denotes the relative social media influence* (Please see
next slide) of each influencer.


Engaging with influencers

Step Two:
Step One: Step Three:
Encourage
Approach Measure the
Openness/ Adhere
Influencers effectiveness
to Guidelines

• Know your influencer – • Encourage Disclosure • Establish measurement
Profiling with your influencers that impacts your
• Acknowledge you are • Adhering to guidelines company/brand
listening FTC • Transparent about how
you measure


Influencer engagement case study: Detractor to
advocate
• Disappoint- • Questioning Stated that high
ment seen drug’s dosage of drug
over the inefficacy has side effects
company
failing to
address his
queries

Negativity alert + company
engagement with influencer
• Stated the • Highlighted Recommended
drug rarely high efficacy patients to
causes a side of the drug continue their
effect at a dosage regimen
particular
disease stage

U N F A V O R A B L E F A V O R A B L E

Dec Jan Feb Mar Apr May Jun Aug Sep Oct Nov
Jul 11
10 11 11 11 11 11 11 11 11 11 11


What is the future of influencers?

Potential Call for Industry Standardization
around Influence Measurement , e.g. Cathay
Pacific’s use of Klout

Social Media Marketing depending on giving
Influencers and Brand Advocates more
Specialized Experiences


In conclusion…

Big data is growing at an exponential rate. PR and Marketing
1
teams cannot afford to ignore the insights from Big Data

Companies and brands will continue to have a comprehensive
2
influencer identification, tracking and engagement program that
will be customized for their situations

PR agencies will increasingly use Influencer Marketing as part of
3 a larger campaign effort

Social media is only one source of data amongst many others in
4 the big data universe. All the data points need to be tied together
to truly define an influnecer.


Thank You
Kyung.han@genpact.com

EmPower PRSA, 2012 - Analytics & Influencers

Recommended

Recommended

More Related Content

Similar to EmPower PRSA, 2012 - Analytics & Influencers

Similar to EmPower PRSA, 2012 - Analytics & Influencers (20)

EmPower PRSA, 2012 - Analytics & Influencers