Brands are investing heavily in social media “influencers”, but most are getting it wrong, because they don’t understand the shape of that influence, writes ARTHUR GOLDSTUCK.
Every big brand in South Africa is turning to social media to get conversations going around their products. For many, the heart of their strategy is to rope in “influencers” – people with a huge followings whose posts and shares generate massive responses.
So far, so expensive.
When the brands measure the effectiveness of these campaigns, based on the reach of the posts, they come away highly satisfied. But when they measure real impact – brand loyalty and sales in the real world – they are often underwhelmed. Usually, they have no idea what went wrong, since the campaigns look so successful on the surface.
A new research project set out to find out exactly what goes wrong – and right – and came up with a startling discovery: that influence has a shape. More than that, the shape changes for every brand.
Fifty major brands cooperated in the research, conducted by World Wide Worx, in partnership with social intelligence platform Continuon. They allowed access to their Facebook, Twitter and Instagram accounts for three months, enabling the Continuon platform to collect 100-million pieces of data, generated by 5,25-million individuals who had interacted with the brands.
The result is a study called #OnlyConnect2018 – The Power of Brand Influencers.
“When looking into what the actual definition of influence in the real world is, it becomes clear what needs to be measured in digital influence,” says Richard Nischk, product manager for Continuon. “Influence is defined as the capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself.”
When influence leaped over to social media, however, a new way of thinking about it evolved, by necessity. But necessity is not the mother of accuracy.
“The norm in social media and digital has been to take ‘reach’ and impressions as key variables in the measure of how influential people are,” says Nischk. “We saw that as a clear opportunity to redefine the measurements of influence, and rather take an approach that provides metrics that can be, in a quantifiable manner, used to increase return on investment.
“Reach is most certainly an important element of the equation. However, what really counts is having the ability to affect behaviour. In social media, this comes in the shape of sharing, engaging, interacting, tagging and gaining word of mouth from the people you reach.”
Continuon developed an Influencer Algorithm that uses the engagement types and behavioural data points to assign influencer scores to those who carry influence for a brand, but within those brands’ specific social media communities. They discovered they could identify thousands of influencers within these communities: influencers who cost nothing and are authentic.
They found that the best measure of social media influence, in terms of impact on brand loyalty, was the ability of an individual to extend the conversation around a brand or product beyond the original post or repost. This is called the velocity of social conversation and engagement, and it can be measured precisely.
Continuon asks three questions:
- At what point did an individual join the conversation and what impact did that interaction have on the conversation?
- Did it result in a reaching and impacting the right audience through the right channels and at the right time?
- Which individuals and clusters of people were responsible for this increase in velocity?
The Continuon platform then assigns a score out of 100. Based on that score, every influencer is clustered into a segment, and the segments add up to both the shape and quality of a brand’s social media community.
“Rarely do you ever see someone who has a score of 90 or above, and the overall shape follows that of a pyramid,” says Nischk.
The large majority of influencers carry low scores and exist within the bottom two tiers of influencer segments, which Continuon calls the The Herd and The Sharers. Next come The Trendsetters, with scores of 40 to 60, who start being influential. Finally we get the real influencers, with the Lighthouses having scores from 60 to 80, and the Icons – the cream of the crop – with scores above 80.
“Understanding this enables brands to understand the different levels of influence within their community, and how each level can be leveraged to build an army of authentic brand influencers,” says Nischk. “Brands can drill down and get granular to understand every single person as an individual and what their individual influencer score is. Now, from an impact point of view, influencer profiling can be granular, relevant and measurable within the social media universe.”
The ideal shape of influence is a standard pyramid, with a big base of Herd, slightly fewer Sharers, and a gradually tapering and reducing number of Trendsetters, Lighthouse and Icons. The reality is that most brands – and entire industry categories – have a flat and shallow shape that has no Icons and only a small proportion of Lighthouses. This means that their influencer strategies not only look flat, but are falling flat.
The top performers in each category have steeper profiles, with far more Lighthouses, but still very few Icons.
The category that stands out also offers a ley lesson to all brands: Non-profit organisations are the most likely to have Icons influencing their conversations. Because these conversations are not based on commercial campaigns, the conversations tend to be more authentic, and voices that extend this authenticity have the greatest impact.
- Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter on @art2gee and on YouTube
Acer gaming beast escapes
Acer this week unveiled two notebooks that take portable gaming to new extremes.
Acer unveiled two new Predator Helios gaming notebooks this week at the next@acer global press conference in New York. They include the powerful Predator Helios 500, featuring up to 8th Gen Intel Core i9+ processors, and the Predator Helios 300 Special Edition that includes upgraded specs from its predecessor and a distinctive white chassis. Both feature VR-Ready performance, advanced thermal technologies, and blazing-fast connectivity.
“We’ve expanded our Predator Helios gaming notebook line in response to popular demand from gamers seeking extreme performance on the go,” said Jerry Kao, President of IT Products Business, Acer. “The Predator Helios 500 and Helios 300 gaming notebooks feature Acer’s proprietary thermal technologies and powerful components that, coupled with our award-winning software, deliver unparalleled gaming experiences.”
“The 8th Gen Intel Core i9+ processor for gaming and creation laptops is the highest performance Intel has ever delivered for this class of devices; purpose built for enthusiasts who demand premium gaming experiences whether at home or on the go,” said Steve Long, Vice President and General Manager, Client Computing Group Sales and Marketing, Intel. “Intel and Acer’s long relationship has produced amazing products over the years, and the new Acer Predator Helios gaming notebooks are powerful examples of what’s possible with this unprecedented level of performance.”
Predator Helios 500 is a gaming beast featuring overclocking, 4K 144 Hz panels
Designed for extreme gamers, the Predator Helios 500 is a gaming beast. It features up to overclockable 8th Gen Intel Core i9+ processors and overclockable GeForce GTX 1070 graphics. Intel Optane memory increases responsiveness and load times, while ultra-fast NVMePCIe SSDs, Killer DoubleShot Pro networking, and up to 64GB of memory keep the action going, making the Helios 500 the ideal gaming notebook for graphic-intensive AAA titles and live streaming.
Top-notch visuals are delivered on bright, vibrant 4K UHD or FHD IPS 17.3-inch displays with 144Hz refresh rates for blur- and tear-free gameplay. NVIDIA G-SYNC technology is supported on both the built-in display and external monitors, allowing for buttery-smooth imagery without tearing or stuttering. For those looking for maximum gaming immersion, dual Thunderbolt 3 ports, and display and HDMI 2.0 ports support up to three external monitors. Two speakers, a subwoofer, and Acer TrueHarmony and Waves MAXXAudio technology deliver incredible sound and hyper-realistic 3D audio using Waves Nx.
The Helios 500 stays cool with two of Acer’s proprietary AeroBlade 3D metal fans, and five heat pipes that distribute cool air to the machine’s key components while simultaneously releasing hot air. Fan speed can be controlled and customized through the PredatorSense app.
A backlit RGB keyboard offers four lighting zones with support for up to 16.8 million colors. Anti-ghosting technology provides the ultimate control for executing complex commands and combos, which can be set up via five dedicated programmable keys.
Acer’s PredatorSense app can be used to control and monitor the notebook’s vitals from one central interface, including overclocking, lighting, hotkeys, temperature, and fan control.
Predator Helios 300 Special Edition brings a sophisticated design twist to gaming notebooks
Acer’s budget-friendly Helios 300 gaming line sees the addition of a Special Edition model featuring an all-white aluminum chassis accented with gold trim, an unusually chic design for gaming notebooks.
The Helios 300 Special Edition (PH315-51) allows for ultra-smooth gameplay via its 15.6-inch FHD IPS display with an upgraded 144Hz refresh rate. The rapid refresh rate shortens frame rendering time and lowers input lag to give gamers an excellent in-game experience. It’s powered by up to an 8th Gen Intel Core i7+ processor, overclockable GeForce GTX 1060 graphics, up to a 512 GB PCIe Gen 3 NVMe solid state drive, and up to a 2 TB hard disk drive.
The Helios 300 Special Edition also comes equipped with up to 16 GB of DDR4 memory, and is upgradable to 32GB. Intel Optane memory speeds up load times of games and applications, access to information and improves overall system responsiveness. In addition, Gigabit Ethernet provides fast wired connections, while Gigabit Wi-Fi is provided by the latest Intel Wireless-AC 9560 that delivers up to 1.73Gbps throughput when using 160 MHz channels (2×2 802.11ac, dual-band 2.4GHz and 5GHz).
The Helios 300 Special Edition also includes two of Acer’s ultrathin (0.1 mm) all-metal AeroBlade 3D fans designed with advanced aerodynamics and superior airflow to keep the system cool. They can be controlled with Acer’s PredatorSense app, which offers three usage modes:
1. Coolboost mode:
For heavy loading games, rendering, streaming, and extended video consumption
2. Normal mode:
For productivity tools like Microsoft Office
3. Silent mode:
For web browsing and online chatting
Price and Availability
Predator Helios 500 will be available in South Africa in June starting at R34 999.00
Helios 300 Special Edition will be available in South Africa in August 2018. Exact Price will be communicated closer to the time.
LG G7 arrives in SA
LG this week introduced South Africa to its latest premium smartphone, the LG G7 ThinQ, focused on bringing useful and convenient AI features to the smartphone experience.
Powered by the latest Qualcomm Snapdragon 845 Mobile Platform, the LG G7 ThinQ offers 4GB of RAM and 64GB of internal storage to run demanding tasks and apps with. It is equipped with a 6.1-inch Super Bright Display, but the LG G7 ThinQ remains compact enough to use with one hand.
Sporting a new design aesthetic for the G series, the polished metal rim gives the LG G7 ThinQ a sleeker, more refined look, complemented by Gorilla Glass 5 on both the front and the back for enhanced durability. Rated IP68 for dust and water resistance, the LG G7 ThinQ is also awarded MIL-STD 810 c certification, having been subjected to a range of extreme temperature and environment tests designed by the United States military.
The LG G7 ThinQ has an 8MP camera up front, rendering clear and natural selfies, with two 16MP cameras at the back that deliver higher resolution photos with more detail, as well as a Super Wide Angle configuration.
As with other leading brands, LG has evolved its signature camera by including AI functionality. The AI CAM offers 19 shooting modes for intelligence-optimised shots. Users can also improve their photos by choosing from an additional three effect options should the AI CAM recommendation not suit their taste.
The new Super Bright Camera captures images that are up to four times brighter than typical photos shot in dim light. Through the combination of pixel binning and software processing, the AI algorithm adjusts the camera settings automatically when shooting in low light.
Live Photo Mode records one second before and after the shutter is pressed for snippets of unexpected moments or expressions that would normally be missed. Stickers uses face recognition to generate fun 2D and 3D overlays, such as sunglasses and headbands, that can be viewed directly on the display.
New to the G series is Portrait Mode, which generates professional-looking shots with out-of-focus backgrounds. This effect can be generated using both front and rear standard lenses as well as the rear Super Wide Angle lens.
LG G7 ThinQ offers further AI functionality with the inclusion of Google Lens features. Google Lens is a new way to search using the AI and computer vision. Google Assistant and Google Photos allow users to access more information on objects such as landmarks, plants, animals, and books. It can identify text or visit websites, add business cards to contacts, events to the calendar or look up an item on a restaurant menu.
A button just below the volume keys launches the AI functionality. A single tap of this button launches the Google Assistant, while two quick taps launches Google Lens. Users can also hold down the button to start talking to the Google Assistant without the repetition of the OK Google command.
With Super Far Field Voice Recognition (SFFVR) and the highly-sensitive G7ThinQ microphone, the Google Assistant can recognise voice commands from up to five meters away. SFFVR is able to separate commands from background noise, making the LG G7 ThinQ an alternative to a home AI speaker, even when the TV is on. Commands for the Google Assistant have been increased in the LG G7 ThinQ so users can get more done with their voice alone.
“The LG G7 ThinQ is strongly focused on the fundamentals and its launch marks a new chapter for our company,” said Deon Prinsloo, General Manager for Mobile Communication, LG Electronics S.A Pty Ltd. “Through the combination of personalised and useful AI functionalities with meaningful smartphone features, this is LG’s most convenient and in the moment smartphone yet.”
- Mobile Platform: Qualcomm Snapdragon 845 Mobile Platform
- Display: 6.1-inch QHD+ 19.5:9 FullVision Super Bright Display (3120 x 1440 / 564ppi)
- LG G7 ThinQ: 4GB LPDDR4x RAM / 64GB UFS 2.1 ROM / MicroSD (up to 2TB)
- Rear Dual: 16MP Super Wide Angle (F1.9 / 107°) / 16MP Standard Angle (F1.6 / 71°)
- Front: 8MP Wide Angle (F1.9 / 80°)
- Battery: 3000mAh
- OS: Android 8.0 Oreo
- Size: 153.2 x 71.9 x 7.9mm
- Weight: 162g
- Connectivity: Wi-Fi 802.11 a, b, g, n, ac / Bluetooth 5.0 BLE / NFC / USB Type-C 2.0 (3.1 compatible)
- Colours: New Aurora Black
- Others: Super Bright Display / New Second Screen / AI CAM / Super Bright Camera / Super Far Field Voice Recognition / Boombox Speaker / Google Lens / AI Haptic / Hi-Fi Quad DAC / DTS:X 3D Surround Sound / IP68 Water and Dust Resistance / HDR10 / Google Assistant Key / Face Recognition / Fingerprint Sensor / Qualcomm Quick Charge 3.0 Technology / Wireless Charging / MIL-STD 810G Compliant / FM Radio