WHY INFLUENCE IS IMPORTANT
Not knowing which outlets or individuals most impact your brand can be expensive. If you’re spending communications budget on media that no longer influence your target audience, that’s money and influence lost. The challenge is finding out which media still matter and in what order. As media influence continues to fragment, you need to know which outlets rank highest in audience relevance in order to effectively allocate marketing resources.
Influence represents a new way to understand communications under the Word of mouth paradigm. Now, it is anymore about one-to-many, but many-to-many where influence determines how and where the differentes ripples or waves go. Influence is also important because let us save money. Don’t focuse on many when you can focus on one or some who can report you the same results that “many”. We should stop worry about audience and worry more about influence. Nowadays, everybody is audience, but not influential.
By this way, I like the five buckets of influence metrics what Waggen Eredstrom propose to us:
1. Buzz. Measures of sharing behaviors. Examples might include inbound links, popularity measures such as Digg or Reddit, social bookmarking presence, or retweets.
2. Reach. Traditional PR measure of direct readership. Examples might be circulation, unique visitors, Facebook Friends or Twitter followers.
3. Engagement. Measures of reader interaction with content. Comments and number of @replies are a good example of engagement.
4. Content. Measures related to the relevance of content. Includes the frequency and depth of coverage of a client’s brand or industry.
5. Audiences. Measures of the audiences reached or targeted. Preferably based on primary or demographic research, but this could also be extrapolated from reviewing the content.
EXAMPLE – INFLUENCE METRICS
Let’s see an example:
Because PASSION makes the difference