"Social influence analysis: a new insight territory"
-
Upload
linkfluence -
Category
Social Media
-
view
572 -
download
0
Transcript of "Social influence analysis: a new insight territory"
SOCIAL INFLUENCE ANALYSIS: A NEW INSIGHT TERRITORY
Anthony Fradet - LinkfluenceUK Chief Operating Officer
@anthonyfradet
Luis Fernandes - ExpediaEMEA Research and Consumer Insights Director
Social data: qualitative data on a quantitative scale
Vast collection of individual opinions
Identification of major trends and weak signal
Wide possibilities from social KPI measurement to in-depth content analysis
Social data: in vivo (vs in vitro)
Untamed, spontaneous material
Opinions expressed reach an audience, triggering tangible
influence mechanisms
No interrogation bias
Framed Analysis
Business Question
Traditional research
QuotasSamples
RepresentativenessDiscussion guides
Valid Insight
Structured / bias-controlled data
QuotasSamples
RepresentativenessDiscussion guides
Unstructured / biased data
Framed Analysis
Social media research (for him)
“Lack of control on key parameters”
Business Question
Valid Insight
Social media research
Structured data
Unstructured data
Business Question
Valid InsightFramed Analysis
1) Definition of the data universe(semantic profiles)
2) Data segmentation
3) Data contextualisation through relevant social analysis frames
1) Definition of the data universe(semantic profiles)
2) Data segmentation
3) Data contextualisation through relevant social analysis frames
Social influence goes beyond numbers, it is 100% contextual and based on
relationships and influence dynamics
www.politicalweb.co.uk
Colours refer to communities
Nodes are websites
Links are hypertext links between two
websites (inbound/outbound)
Node size indicates the level of
influence of a website
2 objectives
Identify the key communities of interest structuring the social landscape in 4 major cities
Recommend smart actions to engage these communities in a meaningful way
Good proportion of what I post
Good proportion of what I post
Almost never postPost rarely
Interest is not influence
The key
Organising individuals in communities based on the topics they really talk about
(not what they say they are)
Key outcomes for Danone
Sharp understanding of cultural background
Identification of relevant content area
Food for innovation in brand initiative
03EXPEDIA - DIGITAL FOOTPRINT
HOW HIGHLY CONTEXTUALISED INFLUENCE ANALYSIS INFORMED EXPEDIA’S INFLUENCER STRATEGY
Luis Fernandes - ExpediaEMEA Research and Consumer Insights Director
How to achieve this?
Increase brand presence throughout the decision making process prior to booking
Identify the right influencers for the right mode at the right time
The UK Travel Ecosystem
Colours refer to communities
Nodes are websites
Links are hypertext links between two
websites (inbound/outbound)
Node size indicates of the level of influence of a
website
Travel Online Ecosystem UK vs Germany
TravelNews1%
Sports2%
Family4% Innovation&Tech
4%Business&Finance
5%
Food&Drinks10%
Lifestyle11%
Travel12%
Beauty&Fashion15%
OnlineMedia22%
Travel31%
OnlineMedia15%
Lifestyle 9%
Food&Drinks7%
Family5%
Beauty&Fashion4%
Business&Finance4%
Culture&Entertainment 3%
Travel Online Ecosystem UK vs Germany
TravelNews1%
Sports2%
Family4% Innovation&Tech
4%Business&Finance
5%
Food&Drinks10%
Lifestyle11%
Travel12%
Beauty&Fashion15%
OnlineMedia22%
Travel31%
OnlineMedia15%
Lifestyle 9%
Food&Drinks7%
Family5%
Beauty&Fashion4%
Business&Finance4%
Culture&Entertainment 3%
Travel Online Ecosystem UK vs Germany
TravelNews1%
Sports2%
Family4% Innovation&Tech
4%Business&Finance
5%
Food&Drinks10%
Lifestyle11%
Travel12%
Beauty&Fashion15%
OnlineMedia22%
Travel31%
OnlineMedia15%
Lifestyle 9%
Food&Drinks7%
Family5%
Beauty&Fashion4%
Business&Finance4%
Culture&Entertainment 3%
Contextualised influencer identificationSocial audience
Monthly visits and views
Potential for working
with brands
Relevance for Expedia
Influence score*
*Influence score: Score (from 0 to 100) based on the inbound links received by the websites within the ecosystem.
Blogs with a high influence
score*
Sites with strong social
following
Identification of matching
Expedia Travel Mode
Travel modes in the UK travel ecosystem
• TRAVEL MODE A, B & D are the three main travel modes in the Travel Ecosystem, with 83% of the top influencers within the UK Travel ecosystem.
• These three travel modes provided most traffic. Travel mode B gathers the stronger follower base, with an average 880k followers.
• The most influential opinion leaders:AVERAGEMONTHLYVISITS AVERAGESOCIALFOLLOWERS
TRAVEL MODE A 368K 197K
TRAVEL MODE B 35,5k 880K
TRAVEL MODE C 71,4k 84,9K
TRAVEL MODE D 103K 295K
TRAVEL MODE E 13,8K 18,1K
TRAVEL MODE F 95,3K 46,2K
Key influencersCumulated
social audienceDominant Travel
Mode
25.5m à TRAVEL MODE A
4.2m à TRAVEL MODE B
1.8m à TRAVEL MODE C
1.5m à TRAVEL MODE B
1.4m à TRAVEL MODE D
31%
26% 26%
10%
10% 7%
Shareofinfluencersbytravelmode
Travel mode C
What kind of content do they produce?
• Visual posts, documenting breaks that are largely relaxation, culture or luxury focused (e.g. warm destinations, spa days, boutique hotels)
Place of travel within their life
Travels to relax mentally and physically
Booking Behaviour
• Destination is less important than an ideal resort. Likely to book all inclusive packages, sometimes offline
• Want hassle-free booking
Other interests
Food | Fashion | Style | Weekend breaks | Health
103k MONTHLY SITE VISITS ON AVERAGE
295k SOCIAL FOLLOWERS PER INFLUENCER (AGGREGATED AVERAGE)
Outcome for Expedia:
Involvement in contextual conversations
- Opportunities to develop more relevant content for specific context or simply to share it in the right place…
- Key influencers to work with beyond number of followers