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The Critical Importance of Time When Understanding Influence

sundial
July 11, 2012
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Posted by Jonny Bentwood

Edelman Technology, London

Follow on Twitter @JonnyBentwood

“A process cannot be understood by stopping it. Understanding must move with the flow of the process, must join it and flow with it.”

..and yet the above quote from Frank Herbert is exactly what many people ignore when trying to understand who is influential on any given topic. Conversations are not fixed points in time but are dynamic and agile with different participants contributing throughout.

Why This is Important?

If people are trying to influence a conversation to ensure their message resonates throughout their target audience it is essential that …

Mapping Analysis of Social Media Week London #smwldn

mapping
February 28, 2012
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Posted by Jonny Bentwood

Edelman Technology, London

Follow on Twitter @JonnyBentwood

This post was originally published on Jonny Bentwood’s blog Technobabble.

Social media week in London provided an excellent opportunity to analyze influence. Too often when there is a breaking story, I wish I could have turned back the clocks by a few days to see how the story originated and spread while focussing on who the key people were in the conversation and what they did to help propagate it.

This blog post will illustrate several key concepts that are unique to TweetLevel and Edelman.

Conversation map analysis shouldn’t be conducted post event but throu…

How to Achieve Messaging Resonance

sound wave
December 27, 2011
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Posted by Jonny Bentwood

Edelman Technology, London

Follow on Twitter @JonnyBentwood

This post was originally published on Technobabble 2.0.

In Richard Edelman’s recent blog post, he discuses that that in order to achieve resonance, a brand has to allow open conversations around a topic of societal interest. Brands have to be willing to risk losing control in exchange for gaining credibility. The three step process behind this has been defined by the Tuck Business School as ‘meaning management’.

In summary, a brand must first create awareness, followed by someone achieving association with the concept and only then can resonance be achieved.

To…

How to Measure Social Media PR

Tape Measure
August 30, 2011
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Posted by Jonny Bentwood

Edelman Technology, London

Follow on Twitter @JonnyBentwood

Originally posted on Technobabble 2.0.

TweetLevel and BlogLevel are two purpose-built tools for the PR industry that aim to be a GPS for navigating influence. At its heart is an open and transparent algorithm that seeks to measure who is important within each social media channel.

Resting behind the methodology are several key insights:

Influence without context is irrelevant

Understanding measurement is more than simply putting a name into an algorithm. It’s a process. If you are looking at influence, then go for Justin Bieber – however, if you are look…

TweetLevel and BlogLevel: A GPS for Navigating Influence

tweetlevel
July 14, 2011
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Posted by Jonny Bentwood

Edelman Technology, London

Follow on Twitter @JonnyBentwood

Originally posted on Technobabble 2.0.

Today, we’re excited to share with you two of Edelman’s latest innovations: BlogLevel, and the “2.0 version” of TweetLevel, originally launched in 2009. Both tools are designed to identify who is influential on a particular topic, in any language, on a designated platform. TweetLevel finds the influentials on Twitter, and BlogLevel does the same in the blogosphere.

www.tweetlevel.com • www.bloglevel.com

How They Work

Using a specially developed algorithm, TweetLevel and BlogLev…

Is a Blog Still Important in 2011?

February 24, 2011
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Posted by Jonny Bentwood

Edelman Technology, London

Follow on Twitter @JonnyBentwood

Originally posted on Technobabble 2.0.

Last week I was speaking with a ‘social media pro’ who informed me that I shouldn’t bother with blogs as its all Quora nowadays.

At first hand it’s not such a silly statement – many people instinctively believe that the volume of blogging has fallen massively since 2007 at the expense of the shiny toys of Twitter, Quora, YouTube, Facebook, LinkedIn etc. If all the conversations are happening in other channels why should we bother to blog at all?

This view is short sighted. In fact, blogging for ma…

Engaging The Influencer On Twitter

July 19, 2010
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Posted by Jonny Bentwood

Edelman Technology, London

Follow on Twitter @JonnyBentwood

Originally posted on The Naked Pheasant.

How do you ensure that your limited time and resources is spent using social media effectively? The answer is not as many people often believe?

The current view is to try and engage purely with the superstars of the twittersphere in the hope that they will repeat your name/message and promote you. This is timely, expensive and rarely succeeds.

The other method I have seen used is to hit everyone who refers to a specific term. Having a search filter setup for key words and then conversing with anyone who …

HP Photosmart Video – Social Entertainment

July 9, 2010
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Posted by Jonny Bentwood

Edelman Technology, London

Follow on Twitter @JonnyBentwood

Robbie Williams had it right when he sang ‘Let Me Entertain You’. When a firm wants to get a message across, it needs to be get across the noise for people to pay attention.

I particularly like the way mastercom explain their raison d’être:

 It’s better to entertain than interrupt and disturb.

Well this is exactly what HP have done magnificently in their latest HP Hit Print video. The story behind this was explained on Gadget Venue and copied below:

“About a year ago, Matt and Tom created a video showing several HP printers print…

MTV Uses TweetLevel To Find Their Next Twitter Jockey

July 7, 2010
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Posted by Jonny Bentwood

Edelman Technology, London

Follow on Twitter @JonnyBentwood

The MTV generation are now 30-somethings sitting behind their computers getting on with work. If the teens of today want to see the latest music video they go to YouTube and not the TV.

So how does a company like MTV re-engage with the social media generation. The answer is to embrace it whole heartedly and not to fight the change. This is exactly what MTV are doing and I am proud that Edelman can be associated with it.

Starting on Wednesday, the hunt for MTV’s next social media correspondent starts. In a competition that runs in a similar …

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