One of the ways of marketing on Twitter is influencers – say you pay Kim Kardashian 10 000 USD and you get a tweet with a mention or a link to your product. You might also incentivize your followers to tweet about you by performing contests, giveaways, or simply by talking to them, providing a great service, or relying on their goodwill – and hopefully Twitter-referred sales go up immediately.
But who are your influencers? Quantifying influence is popular these days, so you can use their Klout or PeerIndex scores, number of followers or other criteria to determine who would bring you the most money. However, as usual in Campalyst, we believe that you should use the data of sales, conversions, visits, and other business related metrics for YOUR brand in order to measure the influence.
Hence welcome the brandfluencers – a new feature allowing to see who are the top influencers bringing you sales on Twitter. It ranks the top influencers by sales, visits, pageviews, or conversions that they brought you. In order to see you how it works, consider the case of Campalyst – our ideal influencer is someone who is bringing us new sign-ups for a free trial and probably has a strong following among social media marketers. So here is the ranking of Campalyst Twitter influencers by free trial sign ups (marked as positive cash values in goal conversion value column).
As you see, Campalyst employees (@dalialasaite, @jevgenijs, @jasinskas, and @juhan_a) are hustling to get these sign ups by tweeting links back to Campalyst – and yet a single tweet by @paulgailey manages to achieve a similar impact:
On our side, apparently the most successful of tweet is the following:
Note however, that Paul’s tweet brings a higher converting traffic than ours – and also brought higher proportion of new visits to our website. While Kim Kardashian has not tweeted about us yet, it is quite likely that Paul is a way more powerful influencer for a product like Campalyst than someone with a higher following.
You can then analyze the brandfluencers by a number of other aspects. Most-followed brandfluencer? @justincutroni. Most pageviews generated (key metric if you are a publisher)? @aurimas. Top employee by traffic generated? @dalialasaite. The most tweeting about us brandfluencers? @jasinskas and @dalialasaite.
So add your Twitter account to Campalyst and see who are your power influencers! And if you’d like to check your influence on Campalyst, just post a nice tweet involving www.campalyst.com or a link to this blog post and we’ll publish the results on your performance! :)
First image by Kalumba2009.