Fourinsight Relative Social Influence Measurement Framework

Private & Confidential, Fourinsight Ltd © 2012

“But what does this person actually mean

for my brand?”

Introducing the Fourinsight Relative Social Influence Measurement Framework for Individual Influence Analysis

Battle of the influence Measurement Brands

• Kred is rapidly taking over Klout for its transparency and community strategy

Private & Confidential, Fourinsight Ltd © 2012

Infographic: http://www.socialmediadelivered.com/2012/04/18/infographic-klout-vs-kred/

2

http://www.socialmediadelivered.com/2012/04/18/infographic-klout-vs-kred/

Need a new approach to make influence actionable for brands

• En-mass measurement doesn’t work

• One size never fits all

Private & Confidential, Fourinsight Ltd © 2012 3

Individual influence is being looked at but we are not there yet

• The complexities of Influence:


Individual influence is being looked at but we are not there yet

• The Influence Ripples


Individual influence is being looked at, but we are not there yet

• Pillars of Influence

6Private & Confidential, Fourinsight Ltd © 2012

New question: What is the Relative Influence of this conversation, to my brand?

• To answer this overall question, Fourinsight has identified 5 relative influence factors which need to be analysed separately per individual:

Sentiment strength

Topic expertise

Network reach

Brand engagement

Customerexperience


1. Sentiment strength

• QUANTITATIVE

• Negative sentiment

• Scored 1-3

• QUALITATIVE

• Frequency of negative posts the same day/ week

• Frequency of negative responses to comments

• Strength of negative intentions displayed

• Level of negative reactions provoked

• QUANTITATIVE

• Neutral sentiment

• Scored 4-7

• QUALITATIVE

• Frequency of neutral posts the same day/ week

• Frequency of neutral responses to comments

• Strength of negative or positive intentions displayed elsewhere

• Level of negative or positive reactions provoked elsewhere

• QUANTITATIVE

• Positive sentiment

• Scored 8-10

• QUALITATIVE

• Frequency of negative posts the same day/ week

• Frequency of responses to comments

• Strength of negative intentions displayed

• Level of negative reactions provoked


• Relative Influence determined by Quant & Qual sentiment analysis

Detractors Fence Sitters Promoters

2. Topic expertise

• QUANTITATIVE

• Low topic expertise

• Scored 1-3

• QUALITATIVE

• Frequency of low topic posts the same day/ week

• Frequency of low topic responses to comments

• Breadth of low topic coverage displayed

• Level of low-topic community involvement

• QUANTITATIVE

• Medium topic expertise

• Scored 4-7

• QUALITATIVE

• Frequency of med topic posts the same day/ week

• Frequency of med topic responses to comments

• Breadth of med topic coverage displayed

• Level of med topic community involvement

• QUANTITATIVE

• High topic expertise

• Scored 8-10

• QUALITATIVE

• Frequency of high topic posts the same day/ week

• Frequency of high topic responses to comments

• Breadth of high topic coverage displayed

• Level of high topic community involvement


• Relative Influence determined by Quant & Qual topic analysis

Watching & waiting

Talking the Talk

Stage Actors

3. Network reach

• QUANTITATIVE

• Low network reach

• Frequency of posts to network daily/ weekly

• Listed, followed and number of channels

• Scored 1-3

• QUALTITATIVE

• Quality of content shared

• Relative influence per channel/ platform

• Level of outreach

• QUANTITATIVE

• Medium network reach



• Scored 4-7

• QUALTITATIVE




• QUANTITATIVE

• High network reach



• Scored 8-10

• QUALITATIVE





• Relative Influence determined by Quant & Qual network analysis

Selected Niche Fame Seekers Community Leaders

4. Brand engagement

• QUANTITATIVE

• Low brand experience

• Frequency of brand engagement

• Brand mentions, social interactions

• Scored 1-3

• QUALTITATIVE

• Frequency of brand content shared

• Level of brand outreach

• QUANTITATIVE

• Medium network reach



• Scored 4-7

• QUALTITATIVE



• QUANTITATIVE

• High network reach



• Scored 8-10

• QUALITATIVE




• Relative Influence determined by Quant & Qual brand relationship analysis

Seen each other once or twice

Steady Dating In a Relationship

Unaware of brand

Intent

to connect

with brand

One-

off brand experience

Past encounter,

more

planned

Annual brand

encounter

Dabbled brand

encounters

Monthly brand

encounters

Weekly brand

encounters

Daily

brand

encounter

Hourly brand

encounters

Seen each other once or twice

Steady Dating

In a Relationship


Fourinsight Brand Engagement Funnel

5. Customer expertise• QUA

NTITATIVE

• Low funnel position

• Product discussion.

• Scored 1-3

• QUALTITATIVE

• Frequency of product requests

• Choice of platform for requests

• Level of outreach/ sharing

• QUANTITATIVE

• Medium funnel position

• Brand discussion (non-user)

• Scored 4-7

• QUALTITATIVE

• Frequency of brand requests



• QUANTITATIVE

• High profile position

• Brand discussion (brand user)

• Scored 8-10

• QUALITATIVE

• Frequency of brand requests/ other brand users




• Relative Influence determined by Quant & Qual customer purchase analysis

Product sourcing

Brand consideration

Brand user

Product need

Product research

Product short-list

Product

consideration

Brand research

Brand short-list

Brand trial

Brand purchase

Brand adv

ocate

Brand retention

Product sourcing

Brand consideration

Brand user


Fourinsight Customer Experience Funnel

Fourinsight Relative Social Influence Scoring Grid

Fourinsight Relative Social Influence Score (Total of 5 components, score out of 50)

Sentiment Strength (out

of 10)Topic Expertise

(out of 10)Network Reach

(out of 10)Brand

Engagement(out of 10)

Customer Experience (out

of 10)


Fourinsight understands influence. Using our proprietary model we are able to get to get straight to answering the key question: what does this person mean for your brand?

• Let us put fourinsight straight to work for you - contact Cat Fraser our MD at:

• Email: [email protected]• Skype: catfraser• Tel: +44 (0)797 444 2764• Web: http://www.fourinsight.com

Follow me on twitter @catsocialintel

View recommendations of my work at linkedin.com/in/catfraser


Education

Fourinsight Relative Social Influence Measurement Framework