Detailed Influencer and Dialogue Analysis

Influencer Analysis Case Studies

Can a butterfly flapping its wings in the USA cause a tornado on the other side of the world? You bet... Social media has given virtually everyone on the planet a voice and it doesn't take long for companies to get noticed by millions for all the right or wrong reasons. One seemingly innocent blog post or YouTube video from an average consumer can go 'viral' in a matter of minutes. These two stories about a woman who experienced excellent customer service from Nintendo and a man who experienced the opposite from AOL were heard by millions of people around the world and the impact on sales for those two companies was huge. In fact, in this day and age, one blogger can have more reach than a front page story in the New York Times. Smart companies treat every customer as if they have that power. The smartest companies know which butterflies are more likely to cause tornadoes than others.

A thousand random conversations about your brand won't tell you anything about your market unless you know who influential the people doing the talking are and how many people are hearing the conversations.

Take this bit of real-life dialogue which was recently published on the Internet:

"I want to add my voice to the growing chorus of Australians who realise that the big giant Telco in the Sky (Telstra) really does suck, have really been the cause of Australia's useless position in the world telecommunication market place and are extraordinarily guilty of putting NOTHING in front of their own profit and monopoly for too long. And it is all of us that pay the price of that selfishness."

If you worked in Telstra's marketing department you'd probably want to respond, but think about how different your reply would be if you knew the comment came from:

  • Sol Trujilo
  • The Editor of The Financial Review
  • A Telstra Call Centre Employee
  • A Telstra Customer with a blog about telecommunications that was read by 2,000,000 subscribers every day
  • A Twitter feed from a mobile phone user with 2,000 followers and 2,000 Facebook Friends
  • An Optus Media Release
  • A Maverick Politician

If you knew that 99% of the conversations out there about your brand showed a similar, negative sentiment, would that change your marketing plan?

While it's easy to listen in on Internet 'buzz' about your brand, making sense of the conversations is crucial to understanding how to craft your dialogue and strategic approach.

Using our own proprietary software tools and 20 years experience understanding consumer conversations, we are able to rank the importance of individual influencers and the conversations they have to give you a detailed picture of who is involved and help you decide what to do next.