Social media tools for audience research and measurement and relevant influencer network mapping with NodeXL - BreakingNews.ie Measurement Conference

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Measurement.ie

@brilliantnoise brilliantnoise.com

Beth Granter @bethgranter September 2014

Social media tools for audience

insight

http://brilliantnoise.com

Hello! I’m Beth Granter. I’m a digital consultant at Brilliant Noise.

Brands I have worked with

- Some tools for audience research and measurement

- What is influencer mapping and why do it?

- Why we need to move on from basic influencer identification based on Twitter bios, to finding people based on their network connections.

- Drawing networks on NodeXL to visually communicate relevance to senior stakeholders.

- Using conversational data from influencer networks to inform and evaluate content strategy.

Agenda

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Some tools for audience research and measurement

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To discover:

- who is talking about a topic and who’s influential

- what is being said

- what vocabulary is being used

- when and where relevant conversations happen

!

- To baseline, assess current amount of buzz

- To measure digital customer journeys and evaluate campaign success

What we can use social media data for

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Finding locally authored blogs:

- Pages from Ireland (only available when you’re in Ireland!)

- Blogs

Google’s search filters

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- Check timing & popularity of terms

- Competitor analysis

- Regional interest

- Folksonomy (what words people really use)

Google trends

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- Find top tweets and influencers

- Include advanced boolean queries (search terms)

- Filter results by tweeted photos, links and videos

Topsy

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- Compare volumes of mentions over time - phrases, topics, users, competitors

Topsy

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- Measure estimated reach of past 50 tweets matching search term

- Top contributors

- Timeline of tweet volume

- Most retweeted tweets

- Download XLS or PDF

- Additional volume available on paid accounts

Tweetreach

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Twittercounter - Measure volume of followers

over time

- Up to three months history free

- Competitor analysis

- Paid options to export data & track ongoing, track unfollows

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Tweriod - When do your followers tweet?

- When do you get the most @replies?

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Followerwonk About your followers or those you follow:

- Location

- Follower count

- Account ages

- Recencies of tweets

- Total tweets

- Languages

- % retweets within tweets

- @mentions outbound

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Followerwonk About your followers or those you follow:

- Authority

- Gender

- Most active hours

- bio wordcloud

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- Twitter user search by complex boolean query (keywords) including regional limit

- Search within a particular users’ followers, list, mutual followers

- Sort results by followers

- Export list of Twitter usernames

Twiangulate

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Tweetstats - When did you tweet? By

month, day and time.

- Who do you @mention the most?

- Who do you retweet the most?

- Word cloud of your tweets

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Brandwatch / buzz monitoring tools - Volume by theme.

- Top sites.

- Top authors.

- Top tweets.

- Top news articles.

- Trending topics.

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What is influencer mapping and why do it?

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- Who is your current audience?

- Who is your target audience?

- What is your audience talking about?

- Who influences your current/target audience?

- What are your audience’s influencers talking about?

!

- Answers to the above can inform your content strategy.

What is influencer mapping and why do it?

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Why we need to move on from basic influencer identification

based on Twitter bios, to finding people based on their network

connections.

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Discovery:

- Search Twitter bios for key words

- Search Twitter conversations

- Search blogs based on blog title and content

Prioritisation:

- Follower count

- Klout influence score

- MozRank or inbound links

Basic influencer identification

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- Consectetur adipiscing elit

- Elit vurabitur varius sollicitudin elit nullam

- Aliquam malesuada

- Nullam sollicitudin varius adipiscing

- Curabitur varius sollicitudin elit nullam


Section Header

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- Aliquam malesuada




Section Header

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- Aliquam malesuada




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Basic influencer identification outputs

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- Self-proclaimed experts/obsessives who define as such

- Highly vocal people around a key topic

- People who are generally influential online

- ...but not necessarily people who are influential around the key topic

Basic influencer identification outputs

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Influence score is not related to who they’re speaking to or what

the topic is

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Advanced influencer identification

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Prioritising influencers: number of relevant topic

mentions

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- Aliquam malesuada




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- Aliquam malesuada




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An improved measure of influence/relevance:

network follower count

The number of connections within a network of influencers

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Network follower count

A = 0

Not followed by anyone in the primary network

B = 2

Followed by 2 other followers of @measurefest

A

B

C

D

A

C

DB

Discovery:

- Same as basic plus...

- Who does your initially discovered influencer/target list follow?

- Who is your initially discovered influencer/target list followed by?

Prioritisation:

- Number of relevant mentions

- Likelihood to be followed by / follow initial influencer list

Advanced influencer identification

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Drawing networks on NodeXL to visually

communicate relevance to senior stakeholders.

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NodeXL is a free, open-source template for Microsoft® Excel® 2007, 2010 and 2013 that makes it easy to explore network graphs.

With NodeXL, you can enter a network edge list in a worksheet, click a button and see your graph, all in the familiar environment of the Excel window.

NODEXL

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http://en.wikipedia.org/wiki/Graph_theory

Get list of followers

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Import list into NODEXL

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Unfiltered network

Network follower count

A = 0

Not followed by anyone in the primary network

B = 2

Followed by two other followers of @measurefest

A

B

C

D

A

C

DB

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Filtered network

Who ELSE is influential to @measurefest

followers?

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Network follower count in a simple two-tier network

A = 0

B = 2

C = 1

Followed by one of @measurefest’s followers

D = 2

Followed by two other followers of @measurefest

A

B

C

D

A

B

C

D

Get ‘friends’ of (people followed by) refined list

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When the primary influencer list is broad, @stephenfry normally

comes up as top by network follows

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So, calculate network follows as a

PERCENTAGE of total followers, to get a more reliable relevance score

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Sort and filter by network follows as a percentage of total follows

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Using conversational data from influencer networks

to inform and evaluate content strategy.

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Author based query (not keyword based)

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Inform:

- What are your target audience / influencers talking about?

Evaluate:

- Have you managed to influence the conversation with your content?

- What volume of mentions from your target audience relate to your content?

Using conversational data from influencer networks to inform and evaluate content strategy

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In summary...

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- Finds generally influential people online

- Who define themselves as experts, or talk a lot about a topic

Advanced influencer network mapping

- Considers the relevance of an influencer within a niche network

- Creates a visual to illustrate the value of the method to senior stakeholders

In summary...

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Thanks! !

Links: http://delicious.com/bethgranter/tools !

@bethgranter brilliantnoise.com !

© 2014 Brilliant Noise All rights reserved

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Social media tools for audience research and measurement and relevant influencer network mapping with NodeXL - BreakingNews.ie Measurement Conference

Social Media

search twitter bios

frombasic influencer

tweets andinfluencers

influencer mapping andwhy

search filtersfinding

influencer networks

followers tweet

tweet volume