Social media influencers characteristics, measures and value dec12011

The Characteristics, Measures and
Value of a Social Media Influencer

Webcast
December 1, 2011
Shirley Williams
MSc. PMP. CMC. OMCP
Toronto, Canada

www.socialmediapearls.com

The World of Social Media

800+ million on Facebook
130+ million on Linkedin
200+ million on Twitter
30+ million on Google Plus

Number of networks? Lots!

[


Influencers

• Online and Offline, building
relationships with the right
groups are important.

• Within these groups, there
are key individuals that
have significant influence.


What Is The Value?
1. Their reviews are credible.
2. Influencers can help spread the
word.
3. They have the ability to drive
significant. traffic to your site.
4. They can have a positive impact
on your social media presence
and business.
5. Excellent benchmark.


Key Characteristics of Influencers
Knowledge Is Power That Is Shared
1. They are knowledgeable.
2. They are respected.
3. They are credible.
4. They are topic or interest specific.
5. They provide lots of quality content
for their audience.
6. They answer lots of questions with
quality responses.
7. They ask lots of quality questions.


Key Characteristics of Influencers
The People’s Choice: Social Chris Brogen: Human Business Works
Media Celebrities
8. They set themselves apart
from their competition.
9. They stay on top of what is
current.
10. They have high visibility online.
11. They have an engaged and
devoted following.


How Would You Identify Them?

• Listen
• Search
• Check
• Assess
• Engaged audience
• Quality blogs

Hot Spots


The Search & Research

gpc.fm socialstatistics.com


The Search & Research


How much influence does an
Influencer have?

and more…..


What is Klout?


Klout’s Assessment
Klout measures a person's influence across their social sites.

Sites includes:
• Twitter
• Facebook
• Google Plus
• Linkedin
• YouTube
• Foursquare
• Flickr
• Instagram
• Blogger
• Tumblr
• Wordpress
• Last.fm

Klout assesses activity and provides an overall rating from 1 to 100.


Key components of the assessment
Network Reach:
 Your reach is the size of your engaged audience. It addresses the question of " How far can your
message reach?“

Amplification:
 Your amplification is based on the level of “action” your message or information drives eg the level of
retweets, likes, shares, comments to a post, article etc. It addresses the question of "How much does
your audience take action?“

Network Influence:
 This measure addresses how “influential” is your engaged audience/connections or "How persuasive is
your audience?".

Klout also describes your preferred behavioural style
 Observer, Explorer, Dabbler, Conversationalist Activist, Socializer, Syndicater, Feeder, Thought leader,
Specialist, Networker, Pundit, Curator, Broadcaster, Taste Maker and Celebrity.


My Overall Klout
Rating A Closer Look At A Klout Profile

I have 7 of 12
accounts
linked to
Klout which
they have
used for this
assessment
I have been
assessed as a
Feeder Klout has
listed topics
which they
Klout also lists deem I have
those I have the influence
ability to
influence

Topical lists-
List those
influential within
those topics

Daily Ks


Klout’s List of Professionals that are Influential
in Facebook as a Topic

Mark Zuckerberg
overall Klout Rating
of 10 (??) however
is listed as the top
influencer of
Facebook. Note he
is not on Klout
however is currently
rated with a Klout
score.


How are some businesses using Klout?


Klout Perks


Virgin Airlines


The Hiring Process

The recruitment sector is beginning to create a short list of
candidates with a certain Klout score as it relates to the job
opportunity.


Access to Events


Personalized Promotions
on Facebook Pages
There is an App that will enable companies
to deliver different pages of their Facebook
depending on your Klout score.

The term is called Fan-gating where your
experience on the site is determined by
your Klout score.


Hotel Upgrades


Joe Fernandez, CEO Klout
@ Mesh Marketing Toronto, November 15, 2011

Speaks To New Changes On Klout:
• Once your real name is online, your personal brand matters.
• There is, and will continue to be, a lot more focus on context.
• It is not about the number of followers; it is about how many
engaged followers you have.
• Klout had to improve and make the change.
• Although a score in the 50s is a good rating; the trouble is
nowhere else in your life is 52 a good number!


What Does All This Mean?
• Be aware of your Klout rating
• Use it as a gauge
• Do the research
• Understand the context
• Remember the human-side of influence
• Balance your assessment
• Build the relationship


Step out and find your
influencers!
Or become one!


Thank you

www.facebook.com/socialmediapearls
www.twitter.com/williampearl


Social media influencers characteristics, measures and value dec12011

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