Influencer Marketing: How to choose The Right Influencer?

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1. WHO IS THE RIGHT INFLUENCER ? SOCIAL NETWORK ANALYSIS Group 8 Aditya Bora 36BM06 Mehul Daftatri 36BM23 Data Driven Marketing

2. GAMING INFLUENCERS

3. Build community in space Multi Role Playing Game In Game Purchases Mature Content

4. communities watch connect favourite creators.

5. Channels Gameplay Chat box

6. real-time interaction A sense of Belonging hosting, raids, and collaboration features. WHAT MAKES TWITCH DIFFERENT? Big Data Library Archives

7. Well Connected Highly Viewed No Social Back-clash Relatable Content THE RIGHT INFLUENCER

8. No. Of Views No. of Days Active Mature Content Affiliate Program 7126 Influencers

9. ARE NON AFFILIATES NOT GOOD ENOUGH? Mature content- APPRX 50 % Affiliated – Very Few Non Affiliates- Cannot be ignored Average Active Days – Uniform across data set

10. VS INTRO TO SOCIAL NETWORK ANALYSIS

11. M ethodological A pproach Study Social Networks Relation between Actors how interactions between actors influence behaviors, outcomes, and the overall dynamics of the network

12. How Does the Network Look? Highly Dense High Intensity Connections & Relations Countless Interactions Mapping High Density Nodes Interactions between 7120 influencers 7120 nodes Edges – line of relations High density Nodes have more edges incoming & outgoing What do we See ?

13. Degree Centrality Betweeness Centrality Prominent Influencers: 3401 2447 2732 Prominent Influencers: 3401 2447 4196 4016 1103

14. Eigen Vector Centrality Closeness Centrality Prominent Influencers: 5269 3401 4196 1059 6931 Prominent Influencers: 6280 5913 5900 Cluster Coefficient Prominent Influencers: 1671 2671 1449 5160

15. Degree Centrality Betweenness Centrality Eigen-vector Centrality Closeness Centrality Cluster Coefficient 40% 20% 30% 0% 10% WHAT SNA FACTORS ARE IMPORTANT ?

16. RANKING THE INFLUENCERS

17. Influencer No 3401 Influencer No 5269 Influencer No 4196

18. NICHE ALINGMENT CONTENT QUALITY CAMPAIGN DURATION ENGAGEMENT RATE Increasing ROI

19. PANDA TV LIINDSAY JANE GREEKGODX

20. THANK YOU