Measure your Influencer’s Influence

In continuation to our last blog post where we discussed ways in which brands can identify the right kind of influencers, the next step is to understand what is working and what’s not! Whether associating with an influencer fulfilled our objectives? Let’s look at a few qualitative and quantitative measures on how we can measure the influencer’s influence.

QUALITATIVE MEASURES

1.Share of Voice– Measure against your competitors or against other influencer campaigns to see the buzz created in the media. For e.g. see Zomato’s share of voice against its competitors.

share of voice

 

2.Sentiment Analysis – Post an influencer campaign or any campaign for that matter, it is imperative to see the kind of sentiment it generated about the brand in the media. Monitoring this during and after is a good way to understand the reaction of the audience. For e.g. the graph illustrates the sentiment of the brand ‘Zomato’ pre and post data leak. Clearly, indicates how within a week the sentiment can differ depending on the activities.

Pre-Leak week Sentiment
May 9-15, 2017
Meltwater sentiment analysis
Post-Leak Week sentiment
May 16-22, 2017

 

 

 

 

 

 

 

3. Volume of conversations– who are the top people talking about the brand on various channels. What are they saying? Studying this can also help you find more influencers. Tools like Meltwater has an inbuilt widget that can easily classify the top posters for various social media and news sources.

meltwater top posters
Top posters on Twitter

4. Trends AnalysisGoogle trends can be a good way for identifying what people are looking for. Putting in your brand name or keywords around the influencer campaign can help you see relative search volume numbers.

Zomato Vs Swiggy search volumes, Google Trends

5.Measuring impact of specific posts and content– When an influencer writes a blog post, how do you see the metrics of reach, how many people read etc. Tools like Meltwater Impact can extrapolate the exact numbers of such metrics. Try here!

meltwater impact
Impact Report

QUANTITATIVE MEASURES

  1. Defining Goals– The correct frameworks and metrics should be identified to measure the various initiatives. Brands need to be clear of the aim of each activity- for e.g. Twitter influencer campaign would be to spread awareness but a bloggers meet would have a similar impact as that of a press conference. We must also see whether these goals can be achieved in the long term or short term for e.g. spreading awareness is a long-term goal and needs to be done over a period of time.
  2. Tracking Implementation– It is essential to track all your sources – the traffic, interaction, content to understand what is working. Experts like Avinash Kaushik suggest, ‘you should be spending 20% of the time on collecting data and 80% on analyzing the data’. Basics like Google analytics, social media monitoring, content tracking, UTM tags etc. should be taken care of before plunging into marketing activities.
  3. Visitor Segmentation -To understand influence, it is important to see post campaign results from influencer campaigns in terms of the audience and demographics interacting with your brand. Influence on the wrong audience will not generate the ROI you are looking for. Identifying buyer persona’s and creating segmentation from the start can be a good guideline for an influencer before they begin.
  4. Funnel Optimization – Every business should be able to identify the current stage of the person within the sales funnel so that activities can be tailored accordingly. Influencer activities should be linked to the appropriate stage and specific landing pages should be created to ensure the correct measurable action is being taken.

Our influencer blog post series will help you get the right influencers onboard, work with them effectively and measure their impact on your brand. For a more detailed process watch our Meltwater webinar by Rohit Awasthi titled ‘Influencer Networks: How to identify and network with the right influencers’.

Content for this blog post is adapted from the webinar by Rohit Awasthi.