InfluencerIdentification & Analysis

#2015Influencers

Panelist

Haydn Shaughnessy

Author of “Shift: A User’s Guide to the New Economy

Valerie Lopez

VP, Media Research, Cision

Rob Floyd

SVP, StatSocial

Top Social Media Power Influencers

• 2012: PeekAnalytics, Haydn Shaughnessy, Forbes

• 2013: PeekAnalytics, Haydn Shaughnessy, Forbes

• 2015: StatSocial, Haydn Shaughnessey, MediaPost

*This year, with StatSocial data, we’re

able to look into who the influencer is

reaching, not just their social connections

2015 Power List

Haydn ShaughnessyCo-Founder, The Disruption House@haydn1701

Social Media Influence

We measured community influence across five categories

● Social media

● Marketing

● Advertising

● Technology

● Business leaders

The Power List represents the TOTAL IDENTIFIED FOLLOWING

divided by the AVERAGE number of followers who show strong

interest in these categories

The Power List

StatSocial Profile:

HSBC Bank

Followers

Interests -

business

leaders

Influence and measurement

We can now measure many aspects of the

web:

● Stat social measures PULL but also

measures social affinity

● Little Bird measures community

● Leximancer measures meaning

StatSocial Demographics of HSBC Bank UK

Social

Affinity

Little Bird measure of community density

High Level Semantic Analysis - Shadow Banking

Shadow and banking

Financial

Funding

Market

System

Intermediaries

Heat map of major concepts Likelihood

Prioritized list of Concepts

Top 10 Issues:

Shadow Banking v Traditional Banking

Traditional banking

Firebreak

Funding fast growing

merchants

Microcredit

Uncertainty and liquidity

mix

TLB v HY Bonds

Regulatory arbitrage v

specialization

Employment funding and

volatility

Shadow-trad interdepende

nce

Credit inter-meditation

Reverse repos

2015 Power List

Position Name @twitter Pull Weight Adjusted pull1 Guy Kawasaki @GuyKawasaki 3,859 0.435 1,677

2 Robert Scoble @Scobleizer 2,513 0.664 1,668

3 Chris Brogan @chrisbrogan 2,374 0.612 1,452

4 Mari Smith @MariSmith 2,401 0.604 1,449

5 Brian Solis @Briansolis 1,708 0.696 1,190

6 Ann Handley @MarketingProfs 1,786 0.661 1,181

7 Jeff Bullas @Jeffbullas 1,816 0.600 1,090

8 Glen Gilmore @GlenGilmore 2,176 0.476 1,037

9 Warren Whitlock

@WarrenWhitlock 2,069 0.497 1,029

10 Seth Godin @ThisIsSethsBlog 2,033 0.502 1,020

11 Chris Sacca @Sacca 2,057 0.484 996

12 Pam Moore @PamMktgNut 1,841 0.524 964

13 Danny Sullivan @dannysullivan 1,399 0.682 954

14 Jeremiah Owyang

@Jowyang 1,284 0.741 951

15 Darren Rowse @problogger 1,605 0.583 936

16 Scott Stratten @unmarketing 1,576 0.567 894

17 Kim Garst @Kimgarst 2,126 0.416 884

18 Ted Coin @Tedcoine 2,425 0.352 855

19 Ann Tran @AnnTran_ 2,699 0.306 826

20 Ted Rubin @TedRubin 1,986 0.412 819

21 Jeff Jarvis @Jeffjarvis 1,412 0.567 801

22 Jay Baer @Jaybaer 1,100 0.707 778

23 Brian Clark @Brianclark 1167 0.652 761

24 Liz Strauss @Lizstrauss 1,296 0.580 751

25 Laura Fitton @Pistachio 1,284 0.578 742

Social Media Power Influencers 2015, based on Five Categories of Interests

2015 Power List

The criteria again

Total identified followers

divided by

the average of these categories, or how many of an influencer’s

followers also show an interest in these topics.

● Social media

● Marketing

● Advertising

● Technology

● Business leaders

What do we think it shows?

1. Persistence - many of the names from 2012 appear in

2015: first mover advantage still pays off. Looking at the

top 20, everyone appears in the 2012 top 50.

1. Movement - names like Brian Solis rise up the list when

you incorporate business affinity

1. Leadership - the top 4 have significantly more following

than the next 4; there is a drop of over 30% in the top 5

Identifying the Right Influencer

Robert FloydSVP, StatSocial

@rfloyd29

StatSocial measures the social

affinity of a Twitter audience

value (percentage of the audience who likes brand,

influencer, tv show)

multiple (how likely the audience is to like brand,

influencer, tv show, compared to the average)

Affinity is displayed as

Ex: @Huggies50,000 followers

Top Influencers by value-who most of your audience likes

Sorting by the multiple provides the influencers your audience is

most likely to like

Analyzing Your Influencers

Valerie LopezVP Media Research, Cision

@ValerieLopez

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Cision Social Demographics

We have partnered with StatSocial to offer demographics for our

social influencers in CisionPoint

What are Social Demographics?

•Rich consumer insights for PR professionals and marketers, allowing them to

better identify and qualify social audiences, as well as target content to create

successful social initiatives

Social demographic information provided, includes:

•Gender

•Age

•Income

•Audience Type

•Social Pull

2525

Social Pull - What Is It?

2626

Key Benefits

In the vast world of social media you can zero in on the ones that

really matter

Uncover the breakdown of the audience that follows an

influencer to find the consumers you want to target

The demographics provide more than just the public information

from Twitter on followers. StatSocial pulls this data from more

than 60 different sources to provide accurate demographics.

In addition to the demographics, Cision provides detailed profiles

on these influencers to help you better engage

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Why Care about a Passive Audience

Your passive audience may not be active tweeters but they are

still visiting your web site, reading your e-mail marketing

messages, clicking on your brand’s links and banners, and

ultimately giving you their business.

Stat Social does not weigh highly what the market tends to call

'activity' metrics (tweet count, last tweet, follower vs. following

ratio, etc.) in our algorithm. We know spambots can tweet, a lot in

fact, and some humans prefer to just listen.

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You’re a publicist trying to

get influencers to tweet about

a new play aimed at Gen Y.

You need to give a limited

number of free tickets to

social influencers.

Who do you pick?

Cision Social Demographics

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Cision Influencer Report

You’re launching a new watch and

want to target women.

Which influencer should you target?

3030

Is Social Outreach Right For You?

Do you target social influencers in your campaigns today?

Are you using social media for your PR campaigns?

Who is your target demographic?

Do you share your products/services with key influencers? How

do you decide who?

http://www.statsocial.com/#!/social-influencers

Full List can be found on StatSocial