Curation, Social Business and Beyond
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Curation, Social Business and Beyond
Covering the ongoing evolution of curation & beyond; the impact & innovation http://xeeme.com/JanGordon
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Why Don't Companies understand Real Digital influence?

Why Don't Companies understand Real Digital influence? | Curation, Social Business and Beyond | Scoop.it
Influence is such a hot topic in the digital industry yet there remains widespread misunderstanding over how it works, argues Dr Michael Wu, Chief Scientist at social community specialists Lithium Technologies...
janlgordon's insight:

I selected this article today from WiredUK because, it's a very hot topic, more questions than answers. This piece addresses why scores are not enough and what needs to happen to present an accurate picture of true influencers.


Here are some highlights that caught my attention:


No one has any data on real influence


Explicit data that says precisely:


 *Who actually influenced who, when, on what and how


**Just because a vendor can assign an influence score to a user, it doesn't mean that score is measured.


To Truly measure influence, the vendor's influence meaasurement platform must do four things.


1. Track when a desired change or action taken by someone or a group of people (e.g. a purchase transaction has occurred)


2. Determine who influenced this purchase or action to donate to a charity, promote something, etc.


3. Prove that this purchase or action taken by someone would not have occurred otherwise (this is very hard to measure) If this purchase would've occurred anyway, then the influencer didn't actually cause any change


No influence platforms (e.g. Klout, PeerIndex, Kred, Radian6, etc.) actually measure influence as none does all four.


* All influence scores are computed via some algorithms. They are

result of computation, not measurement.


Takeaway: Influencer marketing has huge potential but as an industry we are far from realizing this potential.


** First, influence vendors must start paying attention to the influencees.


** Only by incorporating more attributes of the influencees into their model, can vendors move towards a true influence score.


Selected by Jan Gordon covering "Curation, Social Business and Beyond"


Read full article here: [http://bit.ly/12hWlhg]

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janlgordon's comment, December 15, 2012 12:56 PM
Robin Martin, thank you for rescooping this article and being a very loyal follower, I really appreciate it! I might not always be able to acknowledge everyone here because I am very busy launching Curatti at the moment and that is two full time jobs. Thanks again.
ThePinkSalmon's comment, December 15, 2012 9:22 PM
Very interesting!!
PaolaRicaurte's curator insight, December 16, 2012 9:21 AM

A really interest topic and something I've been trying to explain to some people: Social Network Analysis is science, nothing to do with your "cool" marketing tools...

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The Rise And Rise Of Influence

The Rise And Rise Of Influence | Curation, Social Business and Beyond | Scoop.it

 This piece was written by Kit Eaton for Fast Company


Jan Gordon:


This article, along with the surveys and their findings, helps you to see  the power of influence.  You can see how it looks like from these perspectives and how you can leverage it individually and as a business :


**Brands as influencers


**Identifying influencers in your community and converting them to brand advocates


**influence measurement companies like Klout are here to stay and why it's important to be aware of them and how they measure you as an individual and/or a business


**What advantages influencers are starting to have as future employees, consumers purchasing products and services and what  the future may look like


Excerpt:


We're no longer living in the day when TV & newspaper ads told you what to buy. Today people are more inclined to make an informed opinion about purchases and many other new discoveries - based on the views of people we connect with online and through social media influence.


Here is a new survey by Initiative


The results are kind of amazing:


A huge 99% of the "top 10%" of influencers reported that their friends quiz them before making a big purchase.


This top 10% has a disproportionate influence on the opinions of others--because


72% of them access content in print, online and mobile form more than once a day, compared to just 18% of the bottom 10% of influencers.


A different study by Market Force underscored the fact that brands are leveraging social media to promote themselves


Embedded in the study were stats on the power of the average user to spread brand-related messages:


81% of U.S. respondents said posts from their friends directly impacted their decision on purchasing something


80% or respondents said they'd tried new things based on suggestions of friends.


Takeaway:


 Klout is contentious to say the least, however, and its algorithm (not unlike Google's) is both mysterious and controversial--leading to debates like this extended thread on Google Plus.**


But even if Klout falls by the wayside, measuring influence is such a powerful idea you can bet a different company will try to make it work.


Selected by Jan Gordon covering "Curation and Social Business"


Read full article here: [http://bit.ly/MfvJK1]

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Klout, PeerIndex, Empire Avenue, Et Al... Shortcuts Without Insights - SVW

Klout, PeerIndex, Empire Avenue, Et Al... Shortcuts Without Insights - SVW | Curation, Social Business and Beyond | Scoop.it
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Your Klout Score Just Changed. Here’s Why

Your Klout Score Just Changed. Here’s Why | Curation, Social Business and Beyond | Scoop.it
Your Klout score may have just changed, by a lot. Tuesday the company rolled out updated scores for all of its users and began pushing out an updated Klout interface that focuses not on your Klout score, but the individual posts that got you there.

Via John van den Brink
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John van den Brink's comment, August 14, 2012 3:36 PM
Jan, thank you very much for the re-scoop.
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Companies scouring social networks looking for the new "influencers"

Companies scouring social networks looking for the new "influencers" | Curation, Social Business and Beyond | Scoop.it
Believe it or not, if you're on Facebook, Twitter or other social networks, you're being watched and scored. You probably already know this, according to this New York Times article, some pretty interesting things are happening along these lines.

Here's an excerpt:

IMAGINE a world in which we are assigned a number that indicates how influential we are. This number would help determine whether you receive a job, a hotel-room upgrade or free samples at the supermarket. If your influence score is low, you don’t get the promotion,

This is not science fiction. It’s happening to millions of social network users.

http://bit.ly/iFUyQh
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