It’s Not Just What You Tweet, It’s What Your Followers Do With It

Posted on June 6, 2011 by 2 Comments

Sparking some friendly competition at the Sustainable Brands Conference

This week I will be heading to Monterey, CA to attend my third Sustainable Brands Conference. I really like this event and expect that it will be a nice counterpoint to the policy driven conversations I participated in at Fortune Brainstorm Green.  Over three days we will spend our time discussing how to create shared economic, environmental and social value and I predict that the term “green consumer” will be the most heavily tweeted phrase during that time.   

Every year the crowd gets bigger and ever year the quality of brands attending increases and I am sure that this won’t disappoint with over 120 incredible speakers ranging from corporate sustainability executives to famous mountaineers.   The only thing better than the diverse, passionate and inspired conversations will be the debate that ensues online.   

In anticipation of that, I thought it might be interesting to see if I can help spark some of this lively conversation with a contest.  Yes, a contest, and with a contest comes a prize so let’s get to the most important piece first, what you could win? 

Drumroll please…  You will get your very own Influencer Ranking analysis!

What the heck?

Let me explain. 

Almost everyone – company, person, organization– uses social media these days.  Why?  It can be the easiest place to get the word out and in turn, build a brand. More often than not, the thinking is that the more followers you have, the better and the more often they re-tweet you is the only thing that matters. But does it really? 

What if you just had one person re-tweet you but that person was one of the most respected people you knew and best understood the conversation you were having? Is that more important?

Is it a question of quality vs. quantity?

WE would argue that it is much more than either of these things.  It is a matter of INFLUENCE.  A consistent, sustained impact by highly influential and engaged individuals from a specific category.  In fact, we measure influence in our Influencer Ranking analysis on the basis of five key attributes:  Reach, Amplification, Engagement, Context and Audience. By running an algorithm on these measurements we get to a ranking of who – in your conversation – has the most influence and therefore, most valuable to your brand building efforts. 

So, back to how we can spark a lively debate at the Sustainable Brands Conference and you can win your very own Influencer Ranking analysis: 

Below is a list of the five most engaged tweeters speaking at the Sustainable Brands Conference (already have a high influence ranking and are some of the most active on Twitter). My challenge to you is to perfectly predict their order of influence after engagement levels change and spike during the course of the Conference.

Alison Presley (Travelocity)@travelforgood
David Schatsky ( @dschatsky
Erin Schrode (Teens Turning Green) @erinschrode
Jacqui Ottman (Ottman Consulting) @Jacquelynottman
Susan McPherson (Fenton) @susanmcp1

To play, all you have to do is tweet me @HDrage with your response using the conference and game hashtags #SB11 and #WESB in the correct order of influence with 1 as the most engaged. Near the end of the conference, my team will run an Influence Ranking on the speakers and announce the winner.  If there are multiple correct guesses, they will be pulled together and the winner will be drawn at random.

More to come from Monterey!

Oh, and because we thought it would be helpful, here is a list of all of the speakers that have Twitter handles – your Tweet Sheet!




Christine Arena



Chip Conley

Joie de Vivre


David Ian Gray

Dig360 Consulting


Jeffrey Hollender

7th Generation


Susan McPherson



Jacquelyn Ottman

Ottman Consulting


Alison Presley



David Schatsky


Erin Schrode

Teens Turning Green


Gregory Unruh

Thunderbird School of Global Management


Gabe Zichermann

Author, Game-Based Marketing


Gil Friend

Natural Logic, Inc.


Ephi Banaynal



Mitch Baranowski



Raphael Bemporad



Graceann Bennett

Ogilvy & Mather


Coleman Bigelow


Celia Canfield

Green Energy Agents


Jerri Chou

Lovely Day


Dave Cobban



Kierstin De West

Ci: Conscientious innovation


Adam Dole

Mayo Clinic


Jeffrey Fielkow



Jason Foster



Marc Gobe

Author- Emotional Branding 2.0


Ellen Goodman



Neal Gorenflo

Shareable Magazine


Peter Graf



Tim Griener

Pure Strategies


Chris Guenther



Kevin Hagen



Karen Janowski

EcoStrategy Group


Beth Jensen

Outdoor Industry Association


Jim Jubelirer

Sustainable Futures


Olivia Khalili



Chris Laszlo

Author- Embedded Sustainability: The Next Big Competitive Advantage


Mark Lee



Renee Lertzman

Portland Center for Public Humanities


Debra Lieberman

UC Santa Barbara


Erin Meezan

Interface Inc.


Michael Muyot

CRD Analytics


Bonnie Nixon

the Sustainability Consortium


Rajat Paharia



Lara Pearson

Rimon Law Group


Bruce Poon Tip

Gap Adventures


Leo Raudys

Best Buy Co., Inc.


John Marshall Roberts

Author, A Persuasion Manual for Visionaries


Leonard Robinson

Green Radio Personality


Stuart Rudick

Mindful Investors


Peter Salmon

Fische Consulting


Carol Sanford

The Responsible Business


Judah Schiller

Saatchi & Saatchi S


Jessica Scorpio



Suzanne Shelton

Shelton Group


Joe Sibilia



Sandy Skees

Communications 4 Good


Gale Tedhams

Owens Corning


Sally Uren

Forum for the Future


Ed Viesturs

Mountaineer, Source 44


Pamela Wellner



Freya Williams



Jonathan Yohannan

Cone Inc.


Ian Yolles



Nadya Zhexembayeva

Author, Embedded Sustainability: The Next Big Competitive Advantage


Clinton Global Initiative – Were you Part of the 8 Million?

Posted on September 27, 2010 by Comments Off

For those of you who follow conversations related to social innovation, global development and philanthropy, you were likely overwhelmed with the volume of amazing content shared at last week’s Clinton Global Initiative annual meeting. To help analyze this content, Waggener Edstrom (WE) put our twendz pro tool to use to capture insight around the robust Twitter conversation from the event.  

Over the course of the upcoming week, we’ll share information, insight and learnings from the wealth of data gathered around the CGI Twitter conversation. Our kickoff to this week’s series explores “CGI by the Numbers.” In subsequent posts, we’ll explore the top Twitter influencers, retweets and conversations that took place at CGI.

I am proud of my agency’s significant engagement with CGI. Two of my colleagues – Melissa Waggener Zorkin (CEO) and Jean-Louis Robadey (Vice President Global Development) – took part in the annual meeting.  On Friday, Jean-Louis will share his thoughts and impressions of the meeting. At CGI, Melissa shared her impressive personal commitment to support entrepreneurial and economic empowerment programs in two Ethiopian communities that will be implemented by Mercy Corps.  WE provides pro bono counsel on digital strategy for the Clinton Global Initiative University, the college student version of CGI.

Without further delay, let’s dive into the numbers:

Can you guess how many Tweets were generated from CGI 2010?

  • In total, CGI generated 4,597 tweets from September 21 through September 23, of which 2,098 were retweets, 2,897 included links to additional coverage and 4,011 tweets incorporated at least one or more hashtag.
  • At the peak of CGI Twitter traffic, there were nearly 8 million people following the online conversations.
  • Conversation was driven mainly by panel sessions featuring heads of state, government leaders from around the world, CEOs, celebrities, philanthropists and nonprofits, all of which were streamed live at This allowed for thousands of people beyond the conference walls to watch the discussions in real-time while participating in various conversations online.
  • The high number of retweets, links and use of hashtags shows the high level of engagement and participation by the audience present at the conference and beyond.

Key Twitter Metrics from CGI

If you love to wallow in data, this next section is for you. The graph below explores the overall measure of frequency, reach and level of influence during CGI. To provide context, we define these terms accordingly:

Frequency: Total number of tweets from a given timeframe. In short, frequency = tweet volume.

Reach: Total number of followers in a given timeframe. This number can fluctuate as tweet followers are added and subtracted from tweet profiles on a daily, sometimes hourly basis. But in short, reach = total number of potential twitter followers. So basically, your audience.

Level of Influence: Influence is the sum of the influence scores (0-5 scale) for each tweet related to the search topic during the specified date/time. Influence will indicate the overall impact of the tweets that are being sent about the search topic. 

As discussions started to happen, top influentials began to participate, which impacted both the reach and the level of influence. As the event progressed, it was obvious the level of influence increased with some heavy hitters driving the discussion. At the peak, the number of followers quadrupled with nearly 8 million people following on the 23rd and the level of influence more than doubled.


Black = Frequency
Blue = Reach
Purple = Level of Influence

 CGI Word Cloud

For those of you who like visuals, check out our world cloud below. The cloud represents the top keywords associated with tweets around CGI*.  As trends rise in the Twittersphere, conversation frequency shifts upward, creating a larger impact on the overall word cloud. As seen below, “global”, “clinton”, “cgi2010”, “initiative” and “ashoka” were hot topics of discussion at CGI.

*Twitter conversations tracked from September 15-23, 2010

Stay tuned tomorrow as we dig into the Top 10 influentials from CGI.

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