For this blog, my
task is to select a company, list its influencers, discuss how to measure
influence, and define key goals and metrics. The primary company for this
exercise will be the Ford Motor Company.
I would begin by conducting a search to find blogs and
websites that would be potential influencers. Using a spreadsheet, I could
organize my findings by blog/website and record the subject for each result.
From there I would determine the conversation index by noting the number of
posts per the number of comments. Based on my research, I
generated a list of 10 influencers.
List of Influencers (no particular order):
1.) The Detroit News and The Detroit Free Press (www.detroitnews.com;
www.freep.com)
2.) Car and Driver Magazine (www.caranddriver.com)
3.) The Wall Street Journal (WallStreetJournal.com)
4.) Forbes Magazine (www.forbes.com)
5.) J.D. Power and Associates (www.jdpower.com)
6.) The Statesman Sentinel (statesmansentinel.com)
7.) Auto Credit Express (www.autocreditexpress.com)
8.) The Autoblog (www.autoblog.com)
9.) WARDSAUTO (wardsauto.com)
10.) The National Automobile Dealers Association
(NADA.org)
How would you
setup a program to measure influence?
I would define my goals and measurable objectives. In this
case, my goals would be to have these influencers recommend Ford products and
provide positive reviews. I would use Excel to keep record of what specific
influencers are saying or writing. Additionally, I would conduct a content
analysis to determine if the context is positive or negative for Ford.
What might be the
key goals and metrics for your company?
The key goals, outside of product recommendations, would be
more positive mentions, positive rankings, and an overall positive comparison
to the competitors of Ford. The metrics for Ford would be percentage increase
in the following Key performance Indicators (KPIs); desired quotes about Ford
products; recommendations for Ford vehicles; and desired positioning in the
automotive industry.
That is great James but all revenues do not have to be positive, in the real world stock goes up and down and that is when you know to put a enhanced productivity team in place to keep track of your competitions only, and your department should report quarterly to compare competitive progress. This will add a longer list of influential companies and consumers.
ReplyDeleteInteresting Josh. I would have to agree with Venita. Focusing on the specifics..important specifics I should say would keep you at a good standing and that is focusing on competition.
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