Over the past decade, the new science of influence marketing in social media has evolved a lot. The first lists of influencers were based solely on the social score of the users. Now marketing and public relations agencies focus their analysis on the content relevance and conversations generated in communities. In 2015, social media influence (SMI) took a new turn. According to the team at Traackr, managing relationships with influencers become a new priority for the brands in the coming years.
The evolution of influence in social media marketing
¨In 2008-2009, at the beginning of the adventure of Traackr, Pierre-Loic Assayag and I were in Boston on business. Many of our clients were on the Internet and social media, and we wanted to help them measure their presence on the 3-4 platforms they used, not just Twitter. We started by measuring what is measurable, and we used the simplest proxies such as scope, amplification and relevance of content. We classified these lists according to the amount of the TOP 10 score. It was the best we had, it was what we knew, and the first way to understand the concept.¨ says David Chancogne (CEO and co-founder Traackr) in an interview he recently gave me.
From the beginning, the team has developed a Traackr search tool focused on individuals, to find people (influencers) based on content rather than sites like Google. ¨We have sought to deepen research on these influencers and understand who they are, what they publish and how they work. We first developed a control panel to allow more the advanced users to manage their activities better on different platforms. And little by little, we went further into the analysis of content and conversations generated by influenceurs¨, David said during the interview by making a parallel with the evolution of the influence of marketing in recent years.
Marketing and PR firms quickly realized the limits of the capital influencers and granted more priority to the context of the relationships developed with them. The acquisition of Klout by Lithium Technologies in 2014 has confirmed the willingness of companies to customize their relationships with influencers further. (See also: How the Klout Acquisition Affects the Future of Influence Marketing.)
Identify influencers and analyze conversations
¨To meet the specific needs of our customers, we understood that it was necessary to go beyond projects and lists of influencers. We have further developed the influencers database with the application ¨My Influencers¨. Initially, the search was by keywords, now it allows filtering by bio, by profile, location (city / country), language, genre and even by social platform. The tool also allows you to change how to determine the score. It allows you to identify influencers in a specific ecosystem, and add them to the list. It is closer to the context, and it lets you find people that are pertinent to your subject.¨ explains Nicolas Chabot, VP EMEA at Traackr.
In addition to significantly improve its influencer search tool via content, Traackr also brought a lot of attention to the activities and conversations of the influencer.
¨It’s not enough to have a list of influencers. In fact, it is at this point that the work really begins. Now, we can follow the content influencers publish on different platforms, monitor their activities and conversations around this generated content. It provides insight into the level of activity with influencers and maintains a history of interactions with them, including emails and ¨tweets¨.¨ says Nicolas.
The impact of the social graph in 2015
In 2007, Mark Zuckerberg revived the term ¨Social Graph¨. It explained how the algorithm of the platform was used to analyze the relationships between users and provided an enriched experience and offered more targeted content. For Traackr, the social graph has become a map of relationships with influencers
¨We seek to identify not only the influencers through their conversations, but also through their networks. With the experience of our customers, we also realized the influence takes different forms depending on the context. The influence that exists at the individual level is also at the community level. In this context, the conversations between the influencers are interesting data to analyze. Being able to connect all the conversations, one can identify the relationship between influencers and that generates most conversations. It identifies influencers in micro – ecosystems that could never be identified otherwise. It allows the complete analysis of conversations to find the really important people for brand.¨ explains Nicolas Chabot.
In the coming years, Traackr intends to devote energy to analyzing all this data to make sure the platform is a complete tool for managing relationships with influencers. ¨At first we wondered who the influencers were, and how did they work? Then, what content do they publish? Now we need to know: after that, what happens? ¨ said David Chancogne.
¨Our development focus is all about the impact generated; follow the competing brands, conversations and activity generated, those who respond, who talk about the brand. In short, increasing the ability of brands to manage their influencers relationships with maximum efficiency.¨ added Nicolas Chabot.
Analysis of the influencers social graph allows us to understand the impact of conversations and activities they generate. Thus, being able to measure their real value accurately, it becomes easier to assess the potential ROI of a marketing campaign influence in social media. By focusing on the quality of relationships with influencers, Traackr excels.
What about you? Is the ROI of your influence marketing campaign evaluated on the quality of relationships with influencers? Share your experience, and leave us your comments.