Chapter 8 of Measure What Matters talks about how to measure influencers. You want to measure the influencers so your business can benefit.
Step One:Define Your Goals
In this step you have to want to make a list of S.M.A.R.T. objectives for your influencer outreach program.
Step Two: Define Your Audience
Having a select audience in mind is great, but if you don't define them each of your marketing personnel could work towards someone else. Have everyone on the same page and work together to reach your target audience.
Step Three: Define Your Benchmark
This is the key to measuring. You have to know what you are comparing your results to. Your benchmark can be anything that is related to your topic. So another business, blogger, or organization.
Step Four: Define Your Key Performance Indicators
Your key performance indicators have to meet one or more criteria to achieve success. You always want to see an increase when deciding which to choose. Some of the options are, percent increase in share of: recommendations, desired positioning, and quotes, to name a few.
Step Five: Select Your Measurement Tool
There are lot of tools that range from simple to highly complex. At the most basic level you can use Access or Excel. Katie Paine however suggest a regular biannual relationship survey conducted by e-mail or phone.
These simple 5 steps will have you analyzing your influencers in no time.
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