External Amplification, Earning the Attention of Your Market
In our last post you heard more about the evils of Corporate Bias and how our metrics help identify and then mitigate the risk of being a LOUD brand through Social Narcissism. In this post we will shift from an inner focus on how much brands and their advocates reference themselves to an external focus on how the brand content resonates with the market. External Amplification is a metric of how much your content is being shared outside of your brand advocates and employees. Because we track the brand advocates for a given brand, we can determine which of the retweets and other forms of amplification are from the those external to the brand.
For example, if a brand like Cisco tweeted out an announcement regarding a new strategy targeting Autonomous Vehicles, naturally several brand advocates would echo this message out to their networks. In this example, let’s say this tweet attracts 125 retweets by Cisco employees and other advocates we’ve identified as being part of their “Circle of Trust.” At first glance, this looks like a great result. Issue is that the total retweets of this announcement is only 130, which means that while the ratio of tweet to retweet looks awesome(130:1), the actual ratio is 5:1, meaning that only 5 people/accounts outside of your existing advocates found your content to be compelling enough to retweet. Typically we average this metric across all mentions authored by a brand for a given time period to understand, in general, if their message is being picked up and shared out beyond their ‘Circle of Trust.’
Again, pulling data from the Network Function Virtualization market, we see some real results to analyze together:
|Brand||Mentions||Corporate Bias||External Retweets||External Amplification|
Notice that our Corporate Bias culprit, Juniper, also has the worst External Amplification. So not only are they behaving as a LOUD brand, just crowing their own name, but they are also crowing a message that is being amplified at almost half the rate of the competition in this market.
That is another important feature of this metric. This is based on amplification WITHIN the target market. Having people/accounts outside of your market amplify your message is interesting but not useful in advancing your dominance. Knowing that the cousins of all of your employees are helping broadcast your message to their neighbors does not help you grow your awareness within the target market Network Function Virtualization. That is why we pull all these metrics from conversations related to your market instead of your brand. This let’s you see the growing influence your content is gaining for you within the market and, at times more importantly, against your competition.
In the example above, HPE might have a lower Corporate Bias than Brocade, but their content is performing almost as well. Cisco is the only brand with an External Amplification greater than one, showing a multiplying effect of their NFV content, especially relative to their chief competitors. You would only know this if you had the entire market conversation captured, not just the branded ones. You can see how External Amplification is an actionable metric, you can immediately see how your content is resonating relative to the competition, tracking the impact of your campaigns on growing awareness outside of your advocates in real time. This helps you bypass being LOUD and go straight to being effective.
This is what we do at Argus Insights, we focus on metrics that matter, metrics that help our clients move markets. External Amplification is just one of many metrics we have developed to help our clients craft the right actions to drive growth and engagement. let us know if you’d like to learn more! You can also sign up for our free market analysis newsletter.