Influence Mapper is an intelligent way of understanding your competitive and media environment, measuring your impact and defining new opportunities to move the communications needle.
Influence Mapper uses the same basic information as Strategy Explorer to guide AI in its analysis.
Setting up this data with some thought is important as Influence Mapper carefully adjusts its analysis to suit your specific goals and audience targets.
Audience - which particular audience group are you interested in understanding?
Objectives - what is your ultimate communications objective? What are you trying to achieve?
Context - what is the broad area, topic or subject in which you are interested?
Influence Mapper analyzes up to 6 competitors to provide a benchmark.
When defining competitors add any additional information in brackets to help AI determine the specific competitor. Here are some examples:
Apple (consumer electronics)
HSBC (bank)
Ferrari
SBB (Swiss Railways)
What is messaging analysis?
For each competitor, Influence Mapper will analyze all communications output for the past month. This includes press releases, website information, social media channels, blogs and any other branded output.
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/b8c407ff-d582-4ee4-8190-b93a08ebca4e/16854f68-9414-4d1f-88e1-364aeb6af991/bulb_check.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/b8c407ff-d582-4ee4-8190-b93a08ebca4e/16854f68-9414-4d1f-88e1-364aeb6af991/bulb_check.png" width="40px" />
Influence Mapper only looks analyzes content in the specific context that you have provided.
For example, if your context is “electric vehicles” then it will look for messaging that is directly relevant to this context.
This enables you to align your analysis with your specific project goals.
</aside>
This information is then summarized into 10 key messages. This summarization process helps you to understand the basic messaging and output of the brand.
What does Influence Mapper show you?
(If you have not used Strategy Explorer before then it may be useful at this point to quickly familiarize yourself with our methodology for measuring topics)
Influence Mapper shows you the messaging summaries, and plots each message using our conversational graph, showing the relative distance of the message to your audience and to your specified objective.
This provides you with a prediction of the resonance of each message against your specific communications objectives.
What is perception analysis?
For each competitor Influence Mapper looks at press coverage and social media coverage for the past month.
<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/b8c407ff-d582-4ee4-8190-b93a08ebca4e/16854f68-9414-4d1f-88e1-364aeb6af991/bulb_check.png" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/b8c407ff-d582-4ee4-8190-b93a08ebca4e/16854f68-9414-4d1f-88e1-364aeb6af991/bulb_check.png" width="40px" />
Influence Mapper only looks analyzes content in the specific context that you have provided.
For example, if your context is “electric vehicles” then it will look for media messages that are directly relevant to this context.
This enables you to align your analysis with your specific project goals.
</aside>
Again, this information is summarized into 10 key messages which helps you understand the general perception around the brand.
These messages are also plotted against the conversational graph providing a prediction for the effectiveness of each message in driving communication objectives.
