SEATTLE—Waggener Edstrom has introduced Ripple Effect, which helps fine-tune communications strategies by showing which top influencers had the biggest, most positive and longest lasting impact on a specific campaign and demonstrating how key influencers amplify their messages through digital media channels.
According to Karla Wachter, senior vice president of insight and analytics, Ripple Effect is a “combination of mind and machine—automated software tools combined with expert analysis that aid in engaging and influencing audiences from initial discovery to measurable business outcomes.”
Ripple Effect is applied at the conclusion of a campaign, event or launch and is used to measure the online impact of these efforts. Ripple Effect shows the impact of key influencer coverage in online channels; the speed of digital engagement; and which influencers were the most active and created the most coverage for the longest amount of time.
Ripple Effect gathers social engagement data through its partnership with PostRank, which gathers social data in real time across the Web, determining where and when stories generate buzz. PostRank data, combined with expert analysis, culminate in results presented in a visual graph that shows which influencers mentioned your brand, whether what they said was positive or negative, and how their content impacted other influencers in digital media channels.
The results showcase how influence flows in digital channels throughout the movement of the campaign and arms marketers with actionable information that shows what influencers push positive brand perception most effectively.