October 24, 2013 - 1 comment.

Top Influencers: Social Media Marketing 2013

I’ve been lucky enough to spend the day at the Social Media Marketing 2013 conference in London.  Dom Dwight, from Bettys & Taylors of Harrogate who make Yorkshire Tea, talked about the #teaonthetrain event which they ran in April.  Bloom used Whisper to analyse the social media conversation about the event and helped Yorkshire Tea understand the impact of One Direction on the resulting conversation.

The highlight of the day for me was David Schneider’s post-lunch session.  The man, now known by his twitter handle of @davidschneider and who also showcased his work helping @God write better tweets, talked about using humour as a way of making better, more sharable content.  David gave some great examples where humour had been used to respond to real time events to amplify the message and spread the content further. Back in July, we used Whisper to analyse a conversation which was taken over by humorous tweets.  The use of humour spread the conversation further and to a wider audience and we showed how the conversation changed using humour.  A key message from David’s talk was that timing is crucial.  To make the most of the topical tweet, brands need to have their finger on the pulse and see how a conversation is shifting in real time.

Two other talks stood out for me.  One was from Katy Howell, CEO at Immediate Future, who reinforced the need for measuring how effective content is and ensuring that the measurement plan is well thought through before the campaign starts.  How can you squeeze more benefit from a campaign unless you’re clear on its current performance?

The day started with an inspiring talk from Doug Kessler, the Creative Director of Velocity Partners, who talked about how content marketing needs to start by aiming to hit “home runs”.  The idea of switching the term of “viral” to “home run” went down well with the audience.

What did the audience at #smm13 think of the talks?  Whisper calculates a unique True Influence score, which looks at how people share and communicate ideas from specific accounts.  It’s about how well an account can share information with others, rather than a predefined, account level metric about an individual.  Importantly in this context, Whisper calculates this score in real time and observing how the True Influence changes helps us see how the audience react to content posted about the speakers.

Our data runs from 8am to 3.30pm on Thursday 24th October.  During this time, @katyhowell is seen to be the biggest influencer.  This is partly due to her engaging talk, but is also driven by her high levels of interaction with audience members on twitter following her talk.

Throughout the event, @herahussain did an amazing job at engaging with speakers and audience members.  Her curation of content put her at the centre of the conversation and helped her be the second most influential account on the day.  The fastest finger award on an Android device goes to Hera!

Doug Kessler was the third most influential account, with David Schneider fourth.  You can see specific accounts shown in the graph above, which shows time along the x-axis and the influence score along the y-axis.  The peaks clearly match the times that the presenters were active and help us pick out quick insight in a noisy conversation.

If you’d like to know more about which content proved to be the most influential and drove the conversation, feel free to get in touch through @bloomagency and we’ll provide the evidence for you.

The top 10 influencers today were: