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How the Shape of Influence changes social media strategy

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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.

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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.”

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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.

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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

 

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How tech is keeping us young

Research by Lenovo revealed people who use tech feel, on average, 11 years younger.

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Technology is making the world feel younger, healthier and more emotionally connected, reveals new research by Lenovo, suggesting a growing relationship between technological innovation and wellbeing.

The research, which surveyed over 15,000 individuals from around the globe, from the US, Mexico, Brazil, China, India, Japan, UK, Germany, France and Italy, not only found 40% of global respondents feel “a lot” or “somewhat” more youthful thanks to technology, but on average it made them feel younger by 11 years.

This rings most true in China, where 70% of Chinese respondents said technology made them feel more youthful, which could be perhaps due to technologies ability to build connections between generations, especially those who might have once felt disconnected from tech-savvy youngsters. For example, grandparents are now able to better communicate with their grandchildren via smart technology due to its growing ubiquity and ease of use.

The research suggests that this sentiment is felt world-over, across genders and ages. “To know how to operate newer technology makes me feel younger” one US woman, said.  Another woman, from France, also stated, “Compared to the younger generation who are born with all these technologies, my adaptability makes me feel younger”. On the other side of the globe, one female respondent in India cited tech as making her feel like she “can do anything with it which any youngster can do,” and one Chinese male respondent said: “It helps me catch up with the times – not only gaining more knowledge, but also feel that I’m on-trend; I feel younger”.

The research generally revealed that many older generations think using technology helps them to connect better with younger people as well as feel livelier and more knowledgeable. This is especially evident when it comes to the role smart devices (from PCs, tablets to smart home assistants and more) play in terms of relationships with family and friends. When asked to compare technology today to those of 20 years ago for giving them the ability to feel connected to what is going on in the lives of the people they care about, 65 percent answered it’s “getting better”. While 75% also said technology is improving their ability to stay in touch with family and friends who live far away.

The global research also revealed that tech is helping people when it comes to mental health and wellbeing, offering emotional gains, particularly in parents. Over three-quarters (78%) of working parents stated the ever-connected nature of technology helps them feel more emotionally connected to their children, even when they are away from home. An even larger portion (83%) of working parents agreed that emerging technologies are making it easier for them to feel confident that their kids are safe and secure while they are at work.

Over two-thirds (67%) of respondents in the survey stated they were optimistic about the future of technology and the role tech can play in our lives and society, especially in wellbeing, with 67% believing devices are currently having a positive impact on the ability to improve their overall health. And that’s hardly surprising, considering 84% also said tech has empowered them to make improvements in their lives overall.

Take for instance how one respondent, a 51-year-old woman from the US, highlighted how science is using technology to do great things for amputees, and enabling those suffering from mental illness to better connect with people from all over the world. “I think that the medical breakthroughs we’ve had are a tremendous statement on how we can have a positive relationship with technology,” she said.

The recognition that tech is helping to improve the quality of life could also be a result of the time it tends to save people. Half of respondents across all markets (50%) feel their smart devices save them 30 minutes or more a day by helping them do something faster or more efficiently. Similarly, over half (57%) agreed smart devices, such as computers and smart home devices like smart displays and smart clocks, are making them more productive and efficient, the highest perceptions of which were seen in China at 82% and India at 81%.

In terms of personal health, 36% of respondents said smart devices have made it easier for them to access health care providers and make doctor’s appointments, and a further 39% of those under 60 years of age stated modern tech makes it easier for seniors to contact emergency services.

A 23-year-old woman from India, for example, expressed her belief that the technological advancement of medical science is helping people better fight diseases and potentially cure them. “Lives of people are better off nowadays because they know ways of curing such health hazards,” she said. “Through technology, increasing the life span of an individual is very much possible.”

Psychologist and founder of Digital Nutrition, Jocelyn Brewer, said: “Keeping up with advancements in technology can feel like a full-time job, but it can have positive impacts on people’s sense of themselves and their age. While older people are stereotyped as being techno-phobic or inept at staying on-trend, this research points to the fact that maintaining currency in the digital space helps people feel more youthful, more connected to young people and youth culture, which in turn is a social currency for feeling valued and a sense of belonging or in ‘the know’.

“It’s this tech knowledge that drives the perception of feeling younger, without having to revisit the angst of our adolescence!

“Staying connected to the people we care about is a wonderful feature of technology. And while it is no replacement for face-to-face connection, it is a valuable supplement to communication for those who might be geographically divided. Parents can manage a range of responsibilities and provide increasing appropriate autonomy to teenagers through a variety of communication tools, reminders and systems that can help take the struggle out of the daily juggle.”

Dilip Bhatia, Vice President of User and Customer Experience, Lenovo, said: “There is a growing relationship between innovation and wellbeing as smart technologies are not only helping people globally to stay more connected but aiding wellbeing in the form of compassion and empathy by building better connections between them.”

“Technology has a transformational ability to unite people across generations and walks of life around the world, with the potential to help them to live healthier and more fulfilling lives. At Lenovo, we passionately believe in creating smarter technology for all, which is why we focus on making our technology accessible, blending into the everyday lives for the benefit of more people.”

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Advanced traffic management tech market hits $1bn

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A new report from Navigant Research analyzes the ongoing transformation occurring in the traffic management industry, providing global market forecasts, segmented by region and technology, through 2028.

Advanced traffic management systems (ATMSs) such as adaptive traffic control (ATC) are enabling greater efficiencies in the traffic management ecosystem and can help integrate the expected growth in vehicle populations without overwhelming existing infrastructure. ATMSs are also enabling the development of smart intersections, which are emerging as one of the most important data-driven backbones needed for solving core city challenges. Click to tweet: According to a new report from Navigant Research, the global market for advanced traffic management will be worth more than $1.1 billion in 2019. Annual revenue is expected to grow to nearly $3.8 billion by 2028, representing a compound annual growth rate (CAGR) of 14.2%.

“The global advanced traffic management market is expected to more than triple by 2028,” says Ryan Citron, senior research analyst with Navigant Research. “Over the next 10 years, the market is expected to achieve gradual but accelerating growth as cities prioritize reducing traffic congestion and greenhouse gas emissions, make improvements in safety and livability, and integrate ATMSs with other smart city initiatives (e.g., smart street lighting).”

Currently, cities vary in their level of maturity in using ATMSs. Collecting traffic and vehicle detection data is often the first step toward advanced traffic management. Then, in-depth traffic analytics enable traffic managers to develop mitigation strategies and make operational improvements to existing traffic signal timing systems. In cities with mature traffic management solutions, ATC technologies enable traffic signals to adjust based on real-time traffic conditions, traffic data is sent from traffic lights to connected vehicles, inter-agency data sharing is on the rise, and transport platforms are used to manage mobility ecosystems.

The report, Advanced Traffic Management for Smart Cities, analyzes the ongoing transformation occurring in the traffic management industry. The study focuses on ATC, traffic analytics, artificial intelligence, vehicle-to-infrastructure communications, and vehicle detection technologies. Global market forecasts, segmented by region and technology, extend through 2028. This report also explores regional trends in advanced traffic management strategy and highlights city case studies where innovative projects are being deployed. An Executive Summary of the report is available for free download on the Navigant Research website.

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