Identifcation Engagement and Measurement - Putting it all together for Word of Mouth Marketers

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  • Sysom BusinessI Soci contact@ (866) 120Baldw Toro M Whi No mosIn ntelligence alMedia @sysomos.c 4833338 winSt,Suit onto,ON 5T1L6 itepaper ov2008 nc. efor com m te3 I e m P W N W W dent enga meas Puttin WOM ileshBan WordofM WOMMAS tifica agem sure gItA Mark nsalandD MouthRes Summit2 ation ment emen AllTog keters Dr.NickK searchSy 2008 n, and nt: gethe s oudas ymposium d rfor m
  • 2 ABST Word Hum Inth how analy comp comp Accu such arec dem beyo parti Mea meas metr Wed TRACT dofmouth( (1)Identi (2)Poste ananalystsa ispaperwe a software ysis, demog ponentsrequ ponentsand uratequantif asinlinkco commonlyus ographics of ond simple c icipatingnod suringofthe surablemet rics,itmustm c s m n c discusseach WOM)mark ficationofse engagement arecommon tackleboth platform is raphic segm uiredtobuil shareourle ficationofin ount,numbe sedforthist f matching a counts, e.g., des,andtopi eimpactof ricsforthes meetseveral omprehensiv calabledata multilingualt naturallangu ustomizable oftheseattr ketersfacetw eedinfluenc continuous nlyemployed problemsut engineered mentation, t daunifiedp earningsfrom nfluenceisce rofcommen ask.Thepro author profi while analy cofthecont acampaign etaskswhic lrequiremen vecoverage mining textanalytics ageprocessi reportingca ributesinde womainchal erswhobelo monitoringo dfortheseta tilizinginform to assist m ext analytic platformtos mbuildingth entralinsele ntsonablog oblemisfurth les. We exp yzing inlink c tent. isimportant chwebuild nts: frommultip s ing apability tail. llenges: ongintarget ofimpactoft asks,making mationtechn arketers. We cs, linguistic serveWOMm eSysomos's ectionofsee gpost,frien hercomplica lore all thes count taking ttoestablis upon.Fora lesources geographic thecampaig WOMcamp nologyanda e recognize s technolog marketers.In softwareplat edinfluence dcountins atedbyinclu se alternativ g in account htheROI.T softwarepl anddemogr n. aignsexpens lgorithmicte influence q gy, and mea nthispaper tform. rsforacam ocialnetwor sionofrestr ves in detail the networ Thecommun atformtob aphicprofile siveandtime echniquesde uantification asurable me wediscusse mpaign.Sever rks,andnum ictionsonge and discuss k structure, ityhasprop eabletom e econsuming emonstrating n, geographic etrics as key eachofthese ralattribute mberofdigg eographyand s ways to go authority o posedsevera easurethese g. g c y e s s d o f al e
  • 3 INTR onlin ident ofsu perce comm Inthe aide usab Blogs, me colla micro andva 2.0p uniqu fo excha co RODUCTION nepresenceto tifytheirinte chengageme eption(adopt monlycyclici eremaindero achofthem, lesolution. socialnet essageforu aborativew oblogging ariousothe platforms ueopportu rinformat angeando ollaboratio N W s t s S S oengageino restsinacting entintermso tion)ofthee npractice,w ofthepaper highlighting Infl Ident tworks, ums, wikis, sites, erWeb offer unities ion online on. Wordofmou outreach.Alt activities,the marketing,pr suchmeanso adoptionand Internet&Am moresocialn Givensuchva opportunityf individualsin themselves,i becomingar Inthispaper engagement, platformatS collects,clean subsequentt Softwareasa haveidentifie Suchaworkf ordertoseed gasentity(p ofimpactingo ntitychanges hereasthefir Figu wewilldiscus challengesan uencer tification uth(WOM)is houghthefu eadventofth roductplacem ofcommunica dpenetration mericanLifeP networkingsit astnumberso forWOMma creasinglysp identifyingsu realityandap wewillprese ,andmeasure ysomosthat nsandaggreg tasksofinflue aService(Saa edatypicalw lowusuallyco amarketable roduct,brand orfosteringd s(asafunctio rststepfollow ure1TypicalWOM sseachofthe ndissuesthat increasingly ndamentalp heinternetan ment,andop ationandonl ofsuchservi Project),almo te,andmillio ofuserengag rketingbyen pendmoretim uitableindivid pressingconc entastudyof ement.Wesh continuously gatesthem.I enceridentific aS)model.Wo workflowthat onsistsof(a) eentity(e.g., detc)evange discussionsar onoftime)at wsthelastste Mworkflowforon esestepsinis toneneedst Engagem becomingpre rincipalofW ndWeb2.0p inionsolicitat ineexpressio ices:fiftymill osthalfabilli nsofpeople gement,these ablingawide meonline,com dualsandeng cern. fissuesassoc hareourexpe yscansuserg ntelligencega cationandim orkingclosely WOMmarke identifyinga product)(b) listsand(c)m oundtheent variousgeog epagain. nlinecampaigns solationandh oaddressino ment edominantin OMisnatura rovidesnove tion.Increas on.Thenumb lionAmerican onindividual areutilizingm eservicespro eglobalreach mmunicating gagingwithth iatedwithus eriencesinbu eneratedcon atheredisma mpactmeasur ywithprofess etershavefor setofindivid engagingwit monitoringan tityonlineto graphicalloca highlighthow ordertoprov Mo Mea nmarketinga llyrootedin lopportunitie inglyindividu bersareindica nsactivelyrea sareregister microblogging ovideauniqu hthaneverbe andexpressi hemintheiro eridentificat uildingtheso ntent(UGC)so adethenavai rement,delive sionalsinthe reachonline dualswithinf htheseindiv ndmeasuring identifyhow ations.Thewo wasoftwarep videaneffect onitoring and surement ndcustomer humansocial esforWOM ualsutilize ativeofthe adblogs(Pew redononeor gservices. e efore.As ing onlineworldi ion, ftware ourcesand ilablefor eredviathe domain,we project. luential idualsto theresults the orkflowis platformcan iveand t l w r s
  • 4 IDEN Ident step prob onlin listsc Inthe infor Then availa from blogs what tradi (each frequ prop "goo TheF prese NTIFYINGIN tificationofin foronlineWO ablythereis neinfluence.S commonlyus ecaseofblog mativefactor numberofinl able.Whilec thestructure sandonewh tGoogledoes tionalwebw hrepresentin uencyofpost agationmech d"blogshigh Figurebelow enceofalink Blog Number readers Number inlinks Structure inlink net Bookmar onDelicio TotalDigg Postfreq Averagen ofcomm post NFLUENCERS ndividualswit OMmarketin nosingle'bes Suchparamet sedmeasures gs,thenumbe r.Thisnumbe linkstoablog ountofinlink eoftheinlink ichislinkedb swithPageRa herelinksare gasingleblo tingbytheblo hanisminthis herthanones showsasimp betweentwo gs of of eof twork rkcount ous g count uency number entsper S thinfluential ng.Whatcons st'definition, tersalsodep sofinfluence erofindividu erhoweveris gbyotherblo ksprovidesso knetworkto byafewhigh ank.Thisnetw etheonlycrit og),arealsoa ogger,bookm snetworkmu surroundedb plifiedexamp oblogs.Thec SocialN Number friends Friendn structur Profilep count onlineprese stitutesonline thereaream endonthepa acrossmultip ualsreadingth snotalwaysp ogsisthemos omeinformat ablog.Forex authorityblo workanalysis terionforaut ssociatedwit markcounts, usttakeinacc bymany"aver Figure2Differ plenetworkw colorofcircle Networks rof network re pageview nce(possibly einfluenceis multitudeofp articularinsta pleWeb2.0p hepostsofa publiclydisclo stcommonly tionaboutinf xample,ranki ogsrequiress processhow thorityandin thadditional diggcounts,a countallthes rage"blogs. entcriterionsofin whereaseach erepresentsit Micro Follow Update freque aroundthee sanissueofo parametersth anceofonline platforms. candidateinf osed,andoth usedparame fluence,there ingablogwh sophisticated weverismuch fluence.Inth informationr andwritingst seattributest nfluence. circlereprese tsqualitybas oblogging wercount e ency entityofinter ongoingdiscu hatneedtob eforumcons fluencerona ermetricsare etersincethis eisalotmore ichislinkedb networkana morecompl heblogworld regardingnum tyleoftheblo torankablog entsablogan sedonalladd Vide View Ratin Num comm Favor rest)isanimp ssion.Althou beconsidered idered.Thet dailybasisis ethereforeu sinformation ethatcanbe bymanylowa alysissimilari icatedthanth ,nodesinthe mberofcomm ogger.Thein gsurrounded ndeachedge ditionalattrib eoSharing count ng berof ments ritecount portantfirst ughmost dinassessing ablebelow sthemost usedinstead. niseasily inferred authority nspiritto haton enetwork ments, fluence byfew erepresents utes,darker
  • 5 node Simp Inso tota comm Asses WO allow w esrepresentin pleinlinkcoun cialnetworks keinaccount munitiesism singblogi OMpurpos wforthefl weightthe attribu nghigherqua ntwillwrongf sfriendcount tthegraphst orevaluable nfluencefo sesshould lexibilityto model tes ality.Theblog fullypickblog Mostc mayno popula WOM specific precise linksas Wepro blogan andat derive influen attribu indiffe eachca tisfrequently tructure.Anin thanonecon or o gAislinkedb gAasaninflu campaignsare othavethesa arautomobile purposeshow ctopicsandd elyattributed sWOMdoma oposeaproba ndassessinflu eachstepof theoverallb nceforWOM tes(e.g.,com erentways.Th ampaigndep Figure3Exam yusedasam ndividualcon nnectedtoeq y5averageb uencerevent efocusedtow ameamount ebloggerisno weveritisim domains.Ino tothedoma aininlinks. abilisticappro uencepropag therecursion loginfluence purposessho mments,WOM hisflexibility endingonits mplebloginlinkn measureofinf nnectedwith qualnumbero blogswhilebl thoughblogB wardsselectd ofinfluencei otinfluential perativetoas otherwords,l ainofinterest oachthatcan gationinsuch nforeachblo .Webelieve ouldallowfor Mdomaininl assuresthatt specificneed etwork fluence.Again otherwellco ofclosedcom logBislinked Bisabetterc domains.Ani inotherdom forconsume ssociatelinks inksmustbe tofthecamp ncombineall hanetwork.O og,severalatt thatanyapp rtheflexibilit inkcount,nu themodelca ds. n,thissimple onnectedfrie mmunityoffri dbythreegoo hoice. nfluencerino ains.Forexam relectronics betweenblo isolatedsoth aign.Werefe attributesav Ourapproach tributesarec roachforass tytoweightin mberofbook nbetunedd countbased ndsandpopu iends.Thispo odblogs. onedomain mple,a domains.For ogstothe hatcanbe ertosuch vailablefora hisrecursive ombinedto essin