Influencer Analysis, offering new connections

I am really happy to announce that the service team at 123 has been developing our solutions into more robust offerings every day, the latest being our new Influencer Analysis consultative service.

What is Influencer Analysis?

In a nut shell, it is the ability to notate what individuals or groups are ideally placed to affect certain conversations. These conversations can be product or industry specific, ranging from corporate bloggers to consumer reviewers.

Our staff believes that influencers affect far more than just product sales. Influencers could be internal to your company or may represent researchers who are analyzing where to place investment dollars. In today’s marketplace, knowing how these conversations transfer into business objectives is a critical challenge. For larger businesses, having a strategic map of the top ten to twenty influence groups pertaining to your business opens up huge opportunities and avoids potential risks. 

Are you using a cookie-cutter?

Our work is insightful, driven by technology, and does not use cookie-cutters: an influencer in one marketplace is entirely different than an influencer in another.
(I.E.  Investors have little comparison to retail consumers.)

Our model is a manual research and consulting service, aided by a quickly evolving set of technical tools and digital trends. Influencer analysis therefore requires detailed understanding of the target objective, investigation of the business process, and tactical capabilities that are unique to each project.

Everyone is connected to someone. The typical number of social connections can vary between 50 to 200.

In today’s digital marketplace, social media sites such as Facebook, Linkedin, and Twitter connect those 50 to 200 in unique ways. Depending on the exact niche and the individual, some social sites may lack participation, while other sites are completely dominated by specific industry professionals (topic communities, knowledge groups, etc.) The simple illustration on the left details how typical influencers appear, wiht the blue sphere identifying reach and audience potential. It is very important to realize that the example illustration has three dark spheres. These represent relationships with the influencer that are very strong (they could be co-workers, family, or close friends.)

This digital structure can then be mapped out against all forms of qualification data such as exposure amount, supporter/detractor status, friend counts, interaction levels, traffic levels, search engine exposure, process support points, etc.

All of the digital information is meaningless without tactical application to business objectives. This is why we have a consulting model that extends beyond simple technology tools, allowing us to draw revenue driving connections and reduce areas of cost.

When you begin mapping this information out with a strategic objective, things begin to get more interesting.

The illustration to the right details a small network of only eight people. This isn’t a ten of thousands or millions of people, but they are THE RIGHT PEOPLE for the objective at hand.

To examine why this is important, we need to look at different sample scenarios.

SCENARIO ONE: this is a network of the next big prospect or your competitor’s top sales executives. This information details who is connected to whom, providing your team with the ability to understand relationship channels and have additional research data to create the “perfect pitch.”

SCENARIO TWO: this is a network of your own employee group. Executive management (and human resources) can now see actionable data for relationships that exist outside of normal organizational structure.

SCENARIO THREE: this is a corporate project team needing to keep costs down and quality high. Requirement needs can be mapped out against the pre-established network talent pool, resulting in hiring decisions and development of social assets.

Interested in finding out more?

Take a look at our micro-site for Influencer Analysis.  Our team is always happy to answer any questions.