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 (GreenResearch.com) @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!

Name

Organization/Business

Handle

Christine Arena

SparkUp

@ChristineArena

Chip Conley

Joie de Vivre

@ChipConley

David Ian Gray

Dig360 Consulting

@DavidIanGray

Jeffrey Hollender

7th Generation

@jeffhollender

Susan McPherson

Fenton

@susanmcp1

Jacquelyn Ottman

Ottman Consulting

@Jacquelynottman

Alison Presley

Travelocity

@travelforgood

David Schatsky

GreenResearch.com

@dschatsky

Erin Schrode

Teens Turning Green

@erinschrode

Gregory Unruh

Thunderbird School of Global Management

@gregoryunruh

Gabe Zichermann

Author, Game-Based Marketing

@gzicherm

Gil Friend

Natural Logic, Inc.

@gfriend

Ephi Banaynal

SAP

@ephibanaymal

Mitch Baranowski

BBMG

@whichmitch

Raphael Bemporad

BBMG

@rbemporad

Graceann Bennett

Ogilvy & Mather

@graceann

Coleman Bigelow

@thefifthp

Celia Canfield

Green Energy Agents

@ecocelia

Jerri Chou

Lovely Day

@jchou

Dave Cobban

Nike

@Davecobban

Kierstin De West

Ci: Conscientious innovation

@hellokier

Adam Dole

Mayo Clinic

@adamdole

Jeffrey Fielkow

TetraPak

@recycletetrapak

Jason Foster

Replenish

@myReplenish

Marc Gobe

Author- Emotional Branding 2.0

@mgobe

Ellen Goodman

Playworks

@ellen_goodman

Neal Gorenflo

Shareable Magazine

@gorenflow

Peter Graf

SAP

@PeterGGraf

Tim Griener

Pure Strategies

@TimGreiner

Chris Guenther

SustainAbility

@reallychrisg

Kevin Hagen

REI

@kevinhagen

Karen Janowski

EcoStrategy Group

@kjanowski

Beth Jensen

Outdoor Industry Association

@bethejensen

Jim Jubelirer

Sustainable Futures

@jimjubelirer

Olivia Khalili

Ashoka

@OKL

Chris Laszlo

Author- Embedded Sustainability: The Next Big Competitive Advantage

@Brodibro

Mark Lee

SustainAbility

@markpeterlee

Renee Lertzman

Portland Center for Public Humanities

@reneelertzman

Debra Lieberman

UC Santa Barbara

@DebLieberman

Erin Meezan

Interface Inc.

@Erinmeez

Michael Muyot

CRD Analytics

@smartview360

Bonnie Nixon

the Sustainability Consortium

@BonnEco

Rajat Paharia

Bunchball

@rajatrocks

Lara Pearson

Rimon Law Group

@LarasLight

Bruce Poon Tip

Gap Adventures

@FreeBPT

Leo Raudys

Best Buy Co., Inc.

@LeoRaudys

John Marshall Roberts

Author, A Persuasion Manual for Visionaries

@marshallroberts

Leonard Robinson

Green Radio Personality

@EnviroBro

Stuart Rudick

Mindful Investors

@mindful01

Peter Salmon

Fische Consulting

@azinfische

Carol Sanford

The Responsible Business

@carolsanford

Judah Schiller

Saatchi & Saatchi S

@judahschiller

Jessica Scorpio

Getaround

@jessicascorpio

Suzanne Shelton

Shelton Group

@sheltongroup

Joe Sibilia

CSRwire

@Joe_Sibilia

Sandy Skees

Communications 4 Good

@SandySkees

Gale Tedhams

Owens Corning

@stoker3000

Sally Uren

Forum for the Future

@sallyuren

Ed Viesturs

Mountaineer, Source 44

@EViesturs

Pamela Wellner

Ascentium

@pamelaiswell

Freya Williams

OgilvyEarth

@freya1

Jonathan Yohannan

Cone Inc.

@jyohannan

Ian Yolles

RecycleBank

@ianyolles

Nadya Zhexembayeva

Author, Embedded Sustainability: The Next Big Competitive Advantage

@NadyaZhexembay

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 www.ClintonGlobalInitiative.org. 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.

CGI TWITTER METRICS (9/21 – 9/23)

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.

← Back to WaggenerEdstrom.com