1. Custom Kred for Brands
Influencer + Advocate Identification

2. Social Advertising
$ 5 Billion
Amount of capital projected to be spent
on social media advertising in 2012
35.2%
The Year over Year estimated Non-Display
Social Advertising Growth Rate
Source: BIA/Kelsey, U.S. Social Media Ad Spending to Reach $9.8 Billion by 2016, May 15, 2012,
http://www.biakelsey.com/Research-and-Forecasts/Forecasts/

3. ...Non-Display Social Advertising?
Non-Display Social Advertising works to build communication channels for your brand,
specifically referenced here as Twitter Followers. Twitter s promoted products are great examples
Non-Display Social Ad buys, optimized for Mobile consumption.
@NikeRunning Followers 2011 – 2012
100,000
75,000
50,000
25,000
0
AUG
SEP
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
Twitter recently released that 55% of their traffic is coming from Mobile Devices
Source: Twitter internal data, Q1 2012. Active users are Twitter account holders who have logged in via any platform within the past 30 days.

4. Challenge & Solution
Challenge:
How do Brands identify the Influencers,
Advocates, and those engaging the most
within their Community?
With a projected 5 Billion spent on Social, Brands have
and will build massive communities. Once they grow,
there is trouble in identifying who they should engage to
advocate on their behalf.
Solution:
Custom Brand Kred Identification uses four
solutions types to help identify your Brand’s
" influencers and advocates on Twitter:
"
Brand Follower Kred
Brand Mention Kred
Competitive " Competitive "
Follower Kred
Mention Kred

5. Brand Champion Influencer Identification
Solution Types:
Brand Follower Kred
Find the most engaged (Influence) and engaging (Outreach) followers of your brand
over a select timeframe. "
Brand Mention Kred
Find the most engaged and engaging users around your @name, #hashtag, or
keyword matching your brand over a select timeframe "
Competitive Follower Kred
Find the most engaged (Influence) and engaging (Outreach) followers of a
competitive brand over a select timeframe. "
Competitive Mention Kred
Find the most engaged and engaging users around a competitor s @name,
#hashtag, or keyword over a select timeframe.

6. Brand Follower Kred Identification
Extracting a subset of users from an isolated interest graph point, we use
the Kred framework to analyze and calculate social graph interactions
between those users returning a list of Influencers and Outreach Leaders.
Extract Follower Base
Social Graph Scoring
List of Influencers
Purchase Intent
Followers of a brand are 56% more likely to purchase from that brand.
Recommend or Share
Followers of a brand are 59% more likely to recommend that brand.
Visit a Site
Followers of a brand are 62% more likely to visit their website.
Source: Compete, 6/13/11, Four Things You Might Not Know About Twitter,
http://blog.compete.com/2011/06/13/four-things-you-might-not-know-about-twitter/

7. Brand Mention Kred Identification
Extracting a subset of users who have mentioned a keyword, #hashtag or
@name of a brand, we use the Kred framework to analyze and calculate
social graph interactions between those users returning a list of Influencers
and Outreach Leaders.
Extract Brand Mentioners
Social Graph Scoring
List of Influencers
Purchase Intent
53% of people on Twitter recommend companies and/or products in their
Tweets, with 48% of them delivering on their intention to buy the product
Customer Advocacy
Social media users who receive great service or interaction from a brand
tell an average of 42 people (compared to just 9 for non-social users)
Sources: The Future of a Social Customer, Gloopal, May 2012 ; Global Customer Service Barometer on Customer Service (commissioned by
American Express) referenced by MediaBistro: http://www.mediabistro.com/alltwitter/social-media-consumer-service_b22105

8. Competitive Follower Kred Identification
Extracting a subset of users from an isolated interest graph point, we use
the Kred framework to analyze and calculate social graph interactions
between those users returning a list of Influencers and Outreach Leaders.
Extract Competitive " Social Graph Scoring
List of Influencers
Follower Base
Purchase Intent
Followers of a brand are 56% more likely to purchase from that brand.
Recommend or Share
Followers of a brand are 59% more likely to recommend that brand.
Visit a Site
Followers of a brand are 62% more likely to visit their website.
Source: Compete, 6/13/11, Four Things You Might Not Know About Twitter,
http://blog.compete.com/2011/06/13/four-things-you-might-not-know-about-twitter/

9. Competitive Mention Kred Identification
Extracting a subset of users from an isolated interest graph point, we use
the Kred framework to analyze and calculate social graph interactions
between those users returning a list of Influencers and Outreach Leaders.
Extract Competitive Social Graph Scoring
List of Influencers
Brand Mentioners
Purchase Intent
53% of people on Twitter recommend companies and/or products in their
Tweets, with 48% of them delivering on their intention to buy the product
Customer Advocacy
Social media users who receive great service or interaction from a brand
tell an average of 42 people (compared to just 9 for non-social users)
Sources: The Future of a Social Customer, Gloopal, May 2012 ; Global Customer Service Barometer on Customer Service (commissioned by
American Express) referenced by MediaBistro: http://www.mediabistro.com/alltwitter/social-media-consumer-service_b22105

10. Contact Information
Travis Wallis
Director, Data & API
travis@kred.com
@traviswallis
Match an entire database
of emails to @names?
You can do that?
10-50% Match Rate
Yes. Email me.