The Most Important Digital Transformation Initiatives Ranked

Alitimeter lasted post it their report “the state of digital transformation for 2014” is a highly recommended read.

 

It was interesting to note that whilst 88% of organisations where undergoing a digital transformation, 42% percent of them had not mapped the customer journey but investing in digital channels anyway.

Digital Transformation Initiatives Ben Martin

In previous reports from Altimeter it showed the typically the CEO role was not leading the digital transformation projects. This report  dramatically shows a major shift in sponsorship. These projects are now shown to be driven by the

CMO, CEO and CIO (54%, 42% and 29% respectively)

Also included in their post, Altimeter asked the participants to position the most common challenges that exist for digital transformation initiatives.

Top Challenges for Digital Transformation Ben Martin

Go read the full post now, and download the report, happy reading

 

88% percent of surveyed organisations are undergoing a digital transformation TWEET THIS

Changing company culture is the number 1 challenge according to Altimeter TWEET THIS

The 7 Success Factors of Social Business Strategy

In a comprehensive social business research study, Altimeter Group uncovered some pretty surprising realities about the state of social media strategy within enterprise organizations…

Only 34% of businesses feel that their social strategy is connected to business outcomes.

Just 28% of companies we studied feel that they have a holistic approach to social media, where lines of business and business functions work together under a common vision.

A mere 12% are confident they have a plan that looks beyond the next year.

Only half said that top executives were “informed, engaged and aligned with their companies’ social strategy.”

The full article can be ready here:

via The 7 Success Factors of Social Business Strategy | LinkedIn.

Digital Influence

There is a great deal of interest and many different answers to the age old “what is the ROI of social media?”. To date I have not seen a definitive answer to this.

The other question I hear is “How do we measure success”, then – “what is the definition of success?”  Let me ask you this, do you measure the success of using email, instant messaging or the phone?

Why is there this obsession to measure social media when in essence its just another tool, another form of communication that, lets face it, is meteroic.

Yesterday Brian Solis, Principal Analyst from Altimeter released a report – The Rise of Digital Influence. A fasinating read if you have time. Link is further down.

Here are some of the highlights, I found interesting.

Lets begin.

The are many tools that you can use to measure influence. Before we take a look at what they are and what they measure, lets first take a look what defines influence. Brian mentions there are three pillars: 

Pillar 1: Reach: A measure of popularity, affinity and potential impact

Pillar 2: Relevance: The measure of authority, trust and affinty

Pillar 3: Resonance: The sum of the above, frequency, period and amplitude.

Now lets take a look at an action plan.

1) Benchmark: Understand where you are now so that you can track progress caputring sentiment, behaviour and awareness.

2) Audience: Who are they, where do they hang out, how are they connected and what information do they value

3) Strategy: Develop a strategy that connects the dots between you, connected consumers, and their communities.

Thats a rather brief synopsis of Brian’s full report which can be found here. The Rise of Digital Influence

So your ready …..

Lets take a look at the tools on offer:

 

Pillar 1: Reach

TwitterGrader compares Twitter profiles to millions of other users already indexed to establish a score between 1–100.
Using the  following elements:
o Number of followers
o Power of followers
o Number of updates (the higher the better)
o Update recency (the sooner the better)
o Follower/Following ratio
o Engagement (retweets and responses to an individual account)
Use Case: TwitterGrader is a performance metric for handles in comparison to other accounts. It’s ideal for quick one-to-one analysis when new, potentially influential individuals are identified using other services.

TweetLevel was developed by Edelman for communications professionals. It measures
40 different elements to quantify the varying importance of individuals using Twitter based on the context of their online activity.
TweetLevel’s measures of influence include the following attributes and output a number between 1–100:
o Buzz around specific topics
o Who the most relevant and influential users are
o The context of relevant topics
o What else people talk about and to whom
o What web links are most frequently shared
o Idea Starter metrics: does the individual generate new thoughts and content or merely amplify others
o Broadcast to Engagement ratio: assesses level of providing interesting and relevant content vs. engaging with others
Use Case: These services are purpose-built tools for the PR and marketing teams that give actionable insight into which people are influential within the right context in the right platform. PR teams can use the export feature to embed influence lists into their campaigns. These tools also offer insights into influential voices during crisis management.

TweetReach provides insight into the reach and exposure of a tweet or Twitter campaign. The service tracks any topic on Twitter and measures its exposure, activity, and contributors to identify trends and surface topical influencers.
Use Case: TweetReach offers data on the relevance, reach, and resonance of everyday conversations. Studying this information provides organizations with the ability to benchmark activity, benchmark against competitive activity, and also monitor the experiences of relevant individuals for later engagement.

EmpireAvenue.com is a virtual stock market that trades on the social capital of personal brands and real-world brands alike.
Use Case: Companies including Audi, Intel, Ford, and AT&T were among the brands that invested time and resources in EmpireAvenue. As businesses connect multiple branded channels, such as Facebook, Twitter, YouTube, blogs, etc., they push newcontent into the EmpireAvenue stream. Investors will see this activity in their news feed and ,as such, engage, invest, and recommend the stock. Businesses claim to see
increased engagement within EmpireAvenue, as well as in their specific channels directly.

Pillar 2: Relevance

Kred calculates dual metrics for Influence and Outreach by analyzing a person’s ability
to inspire action and level of interaction with others. Influence, scored on a normalized
1,000-point scale, measures the ability to inspire action or influence others in the form of
retweets, replies, likes, new follows, and other actions.
Use Case: Gathering intelligence around communities of focus and interest graphs. Using the self-service dashboard, businesses can learn more about the people and their earned social capital related to key topics. It offers a glimpse of reach and authority based on individual activity and the related activity of those around them.

PeerIndex provides an overview of an individual’s stature, relevance, and reach within social networks based on cumulative activity. Sources include Twitter, Facebook, LinkedIn, Quora, and blogs. PeerIndex consists of four components: resonance, authority, activity, and audience.
o AME (Arts, Media, and Entertainment)
o TEC (Technology and the Internet)
o SCI (Science and Environment)
o MED (Health and Medical)
o LIF (Leisure and Lifestyle)
o SPO (Sports)
o POL (News, Politics, and Society)
o BIZ (Finance, Business, and Economics)

Use Case: The PeerPerks program is a marketing program that delivers scalable word of mouth and rewards programs. It does so by characterizing what makes a likely socialadvocate for a brand and then helping brands reach and engage many thousands of those advocates at a time. PeerIndex also provides enhanced tools for behavioralprofiling and integration into a range of social platforms for select clients.

mPACT is developed by mBlast and is designed for marketing professionals in companies and agencies with an emphasis on identifying the specific individuals who are the established authorities on any given subject.
Use Case: Because mPACT’s strength is on topical relevance, the ability to identify connected individuals who matter to your market is revealing and insightful. Running a search by the keywords that define your industry will introduce you to the most relevant people who are already talking about your space, with or without you.

Traackr positions itself as an influencer discovery and monitoring platform. It uses a proprietary search engine and scoring algorithm to convert any keyword query into a list of top influencers ranked on the Reach, Resonance, and Relevance of each person discovered in the search.
Use Case: Traackr is dedicated to influencer identification and engagement. Focusing on communications rather than rewards, Traacker will help businesses create and manage ambassador programs and also shape influencer relations campaigns. Users can also track mentions and engagement metrics.

Radian6 developed an Influencer widget as part of its listening and engagement platform, which helps brands identify important individuals related to their markets across a myriad of social platforms, including blogs and Twitter.
Use Case: Radian6 provides social media monitoring, analysis, and engagement for all types and sizes of organizations. For communications professionals who focus on influencer engagement, it offers a deep and clickable path to better understand why someone is potentially influential and why he or she is important to the business. The Radian6 widget is ideal

Appinions is an influencer management platform, which is the result of over a decade of technology development at Cornell University. The platform is based on two key pillars: technology and access.
Use Case: Intended for agencies and brands, Appinions is designed to identify relevant influencers for intelligence gathering and engagement and is used by social out-reach, PR, strategy, and research teams.

Pillar 3: Resonance

Klout uses over 50 variables to measure what it calls the “standard for influence.” Its public-facing service presents the social capital and capacity for an individual’s ability to influence behavior and outcomes in social networks. Klout’s algorithm involves three separate stages of semantic calculation: True Reach, Amplification Probability, and Network Value.
Use Case: Klout offers a free search tool to identify individual ranking by username. To use this tool effectively, brands must first have an idea of who they would like to learn more about and then use the search function to analyze their social capital. Additionally, organizations can partner with Klout through its paid Perks program to target influencers by Reach, Relevance, and/or Relevance.

Twitalyzer evaluates Twitter activity based on a deep set of factors to assess signal-tonoise ratio, generosity, velocity, and also clout.

Use Case: Twitalyzer offers a detailed Benchmark report that provides brands with ranked lists of Twitter users based on their stated location and the tags that have been applied to their profile. Reviewing this list of potential influencers and analyzing their activity provides brands with insight into the nature of the dialogue, as well as opportunities to engage influencers.

PROskore focuses its influence analysis on professional reputation. It scores and ranks individuals based on professional background and experience, peer validation, popularity, and engagement in social networks, as well as within the PROskore community. PROskore’s algorithm places emphasis specifically on LinkedIn, Facebook Pages, Twitter, and blogs. The end result is a score that is designed to help professionals network with partners and prospects to “generate business.”
Use Case: Whereas other influence vendors focus on helping brands connect to influential people in digital word-of-mouth marketing applications, PROskore assists businesses by introducing hiring managers to ideal employment candidates. PROskore also brings to light the notion of internal influence. By tapping personal brands as company stakeholders, the right influencer can spark important dialog from within and ultimately impact external conversations and actions. Although PROskore can help hiring managers and employment candidates, it also helps businesses identify leads and
sales opportunities.

eCairn’s Conversation platform was developed to help marketing professionals identify influential communities and the influencers who drive relevant market conversations.
Use Case: eCairn is an influencer relationship management solution designed to help brands find and engage with topical influencers and experts.

Category: Social Media | Comments Off on Digital Influence

The State of the Twitterverse 2012 by Brian Solis

@briansolis

The first time I wrote about Twitter was March 2007. My, how time and Tweets fly. With 500 million registered users and 33 billion Tweets flying across the Twitterverse every day, Twitter has become a fabric of our digital culture. Twitter is now ingrained in our digital DNA and is reflected in our lifestyle and how we connect and communicate with one another.

While many struggle to understand its utility or its significance in the greater world of media, it is the most efficient global information network in existence today. News no longer breaks, it Tweets. People have demonstrated the speed and efficacy of social networking by connecting to one another based on interests (interest graph) rather then limiting connections to relationships (social graph).  Twitter represents a promising intersection of new media, relationships, traditional media and information to form one highly connected human network.

I recently stumbled upon a well done infographic created by Infographic Labs to communicate the state of of the Twitterverse. It’s quite grand in its design. So, to help get the most out of it, I’ve dissected it into smaller byte-sized portions.

A Brief History of Twitter

July 2006 – Twttr’s hatched (Yes that’s how it was originally spelled), by Jack Dorsey, Evan Williams, and Biz Stone

July 2007 – Raises $1 million, valued at $5 million

November 2008 – President-elect Barack Obama thanks his Twitter followers

2009 – 2 billion Tweets per day, Twitter raises $35 million

Dec 2010 – Raises $200 million, now valued at $3.7 billion

2011 – 100 million active users sending 33 billion Tweets per day

The Top 3 Countries for Twitter

1. United States – 107.7 million

2. Brasil – 33.3 million

3. Japan – 29.9 million

The Top 5 Moments in Tweets

1. “Castle in the Sky” TV Screening – 25,088 Tweets per second (TPS)

2. Superbowl XLVI Last Minutes – 10,245 TPS

3. (Tied) Madonna at the Superbowl – 10,245 TPS

4. Tim Tebow’s Win – 9,420 TPS

5. Beyonce at the VMAs – 8,869 TPS

Top 6 Reasons for Retweeting

1. Interesting content – 92%

2. Personal connection – 84%

3. Humor – 66%

4. Incentive – 32%

5. Retweet requests – 26%

6. Celebrity status – 21%

Top 4 Ways People Decide to Follow You

1.Suggested by friends – 69%

2. Online search – 47%

3. Suggested by Twitter – 44%

4. Promotions – 31%

Top Factoids You Didn’t Know About Twitter

1. Twitter’s projected ad revenue in 2012 is $259 million

2. Projected ad revenue by 2014 is $540 million

3. 11 Twitter accounts created every second

4. 1 million accounts opened every day

 

Connect with Brian: Twitter | LinkedIn | Facebook | Google+ |

Order The End of Business as Usual today…