Outsell on the IT Industry Analyst Business

Barbaraanalysts, Industry analysts, Measurement, Research

There are few bona fide analysts of the analysts. Outsell  has figured prominently in this small group for many years. What gives Outsell its chops? The company has published a landmark report on the industry analyst business for many years. The report has become a valuable resource for those in the analyst business as well as those who partner with analyst firms, purchase content from the … Read More

Silicon Valley influencer relations – join Richard Edelman on March 1st

BarbaraAnalyst relations, B2B, Branding, Consumer markets, Events, influence, Influencer marketing, influencer relations, marketing, Measurement, Public relations, Research, social media

If you work in influencer relations in Silicon Valley, you want to be at the Churchill Club this Monday March 1st for an evening event featuring John Byrne, Richard Edelman, Paul Bergevin, Peter Diamandis and Frank Shaw. The event comes on the heels of the 2010 Edelman Trust Barometer, a global opinion leaders study mentioned in my last post. The Trust … Read More

Klout CEO: don’t confuse Twitter count with influence

Barbarainfluence, Measurement, social media

How do you measure an influencer’s influence on Twitter? Social media guru Rich Baker (@richard_baker) offers up a great tip from Joe Fernandez (@joefernandez), CEO and cofounder of Klout.com: “The biggest mistake we see people make is confusing influence with follower count. Having a large number of followers is worthless if those followers are not engaged and paying attention to … Read More

Edelman’s TweetLevel – measuring influence within Twitter

BarbaraAnalyst relations, Influencer identification, influencer relations, Measurement, Public relations, social media

You can’t do influencer relations without a good set of tools for identifying influencers and measuring and tracking their influence. Here’s a new tool for your consideration: Edelman’s TweetLevel, by Jonny Bentwood. TweetLevel calculates an “importance” rating of 0-100 for anyone with a Twitter handle. And, it’s free to use. Most of the big agencies provide their clients with pricey … Read More

Defining the strength of influencer relationships

BarbaraInfluencer engagement, influencer program, Influencer ranking, influencer relations, Measurement

Human relationships tend to be complicated, and relationships with influencers are no exception. Yet, you need to know where you stand with an influencer and to share that insight with others in your organization. That’s why so many of us strive to describe influencer relationships in terms that are simple, meaningful and broadly applicable. There are many different systems for … Read More

Will social media change the way we measure influence?

BarbaraB2B, Influencer ranking, Measurement, social media

Scott Brinker blogged about propinquity and Twitter last week. I’d never heard the word propinquity before. However, propinquity seems to be a label for a familiar concept — the notion that physical promixity promotes relationships. My parents harped about that while I was a teen. Happily, Scott takes a different tack. He suggests that social media applications such as Twitter … Read More

Influencer Marketing Summit Feb 9-10 in London

BarbaraEvents, Measurement, Sales performance

Update, Jan. 19: this event has been canceled. My colleague Duncan Brown will give the opening presentation at the Influencer Marketing Summit next month in London. His presentation, “Capitalise on influencer marketing to accelerate brand performance and drive sales”, will focus on how to: Determine the effectiveness of your influencer marketing by knowing what to measure and when to measure … Read More

Personal CPM draws near

BarbaraMeasurement, social media

Charlene Li predicts that ‘Personal CPM’ innovations will figure in the social media/marketing front in 2009. Personal CPM is one of the more interesting outcomes of joining up social media with consumer marketing. The idea is to analyze social behavior to more accurately target consumers. In Charlene’s words, “Each person’s profile will command a different, personal CPM based on a … Read More

NorCal BMA – Satmetrix breakfast


I’ll be attending the NorCal BMA breakfast meet on January 15th, to catch a presentation by John Abraham and Dr. Vince Nowinski of Satmetrix. The topic is practical methods for quantifying WOM, and linking it to customer loyalty and long-term business success. They’ll include recent research on WOM and customer value using the Net Promoter Score as a gauge of … Read More

What’s the corporate business value of AR?

BarbaraAnalyst relations, influence, Measurement, Sales performance

Forrester Research’s Kevin Lucas raises a good question: what core corporate business value can your analyst relations program deliver? His point is that AR programs shouldn’t commit to delivering sales value unless there’s good reason to do so. As logical as that advice may sound, I don’t agree with it. Analyst relations programs can be designed to deliver on a … Read More