{"id":115980,"date":"2018-06-25T15:30:53","date_gmt":"2018-06-25T14:30:53","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=115980"},"modified":"2018-06-25T15:30:53","modified_gmt":"2018-06-25T14:30:53","slug":"the-formula-for-influence","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/the-formula-for-influence\/","title":{"rendered":"The Formula for Influence?"},"content":{"rendered":"<p><strong><a href=\"https:\/\/thephagroup.com\/\" target=\"_blank\" rel=\"noopener\">The PHA Group<\/a> recently published its Influence Formula, new research that aims to determine how influential any brand or business truly is. Vuelio, which is no stranger to measuring influence, joined the launch event to discuss how different people measure influence in different ways.<\/strong><\/p>\n<p>The <a href=\"https:\/\/www.vuelio.com\/uk\/pr-software\/media-database\/?clid=blog\" target=\"_blank\" rel=\"noopener\">Vuelio Influencer Rating<\/a>, used to score and rank media professionals from journalists to bloggers, uses over 40 data points and our proprietary AI to determine a unique score for individuals in our Influencer Database. The PHA Group formula takes a different approach to measuring influence \u2013 it focuses on organisational influence, uses a panel of consumers, and bases its measurement on 12 distinct elements:<\/p>\n<ul>\n<li>Trust<\/li>\n<li>Relevance<\/li>\n<li>Communication<\/li>\n<li>Experience<\/li>\n<li>Leadership<\/li>\n<li>Core values<\/li>\n<li>Impact<\/li>\n<li>Simplicity<\/li>\n<li>Inspiration<\/li>\n<li>Challengers<\/li>\n<li>Heritage<\/li>\n<li>Emotion<\/li>\n<\/ul>\n<p>The first three \u2013 Trust, Relevance and Communication \u2013 were determined to be the most important by The PHA Group\u2019s research group.<\/p>\n<p>All relationships are built on trust and for The PHA Group, this is fundamental for the formula. Trust is a common part of influence measurement \u2013 it is one of the Reputation Institute\u2019s (RI) RepTrak measurements, which also include \u2018Esteem\u2019, \u2018Admire\u2019 and \u2018Feeling\u2019. RI measures reputation rather than influence, but the two are inextricably linked.<\/p>\n<p>At Vuelio, our Influencer Rating is used to identify individuals our users wish to build relationships with rather than to determine the current status of that relationship. This shows the different stages of influence as it is consumed by an audience \u2013 initially influence is used to attract consumers\/clients\/PRs (which is where the Vuelio Influencer Rating comes in) then it is used to justify reputations (what RI does) and show areas of strength and weakness (part of how The PHA Group is measuring it).<\/p>\n<p>Klout was probably the most famous example of the first stage of influence consumption \u2013 used to publicly rank people on Twitter. The recent downfall of Klout was attributed to the advent of the GDPR but it had already lost its own influence through loss of trust and its declining reputation. While it is unclear what the Klout formula was, it is clear it had its flaws as it often ranked noisy people over genuinely influential people. Klout was one of the data points for our AI-led Influencer Rating, but it was just one of many, which is why Klout\u2019s demise didn\u2019t materially affect the Rating.<\/p>\n<p>Back to human intelligence, The PHA Group worked with a statistician to create the final Influence Formula, based on the 12 elements. The formula looks like this:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-115981\" src=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/influence-formula.jpg\" alt=\"Formula\" width=\"700\" height=\"90\" srcset=\"https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/influence-formula.jpg 700w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/influence-formula-300x39.jpg 300w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/influence-formula-450x58.jpg 450w, https:\/\/www.vuelio.com\/uk\/wp-content\/uploads\/2018\/06\/influence-formula-500x64.jpg 500w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>There are three ways The PHA Group believes the formula can be used:<\/p>\n<ol>\n<li>To establish whether UK businesses or brands are focusing their efforts in the right areas to ensure they are maximising their influence<\/li>\n<li>To benchmark the level of influence across UK businesses, brands and sectors<\/li>\n<li>To track national, industry or brand level trends<\/li>\n<\/ol>\n<p>To put it to the test, The PHA Group used the formula on Forbes\u2019 <a href=\"https:\/\/www.forbes.com\/sites\/forbespr\/2017\/05\/23\/forbes-releases-seventh-annual-worlds-most-valuable-brands-list\/#6858529a5b55\">Top 5 Global Brands of 2017<\/a>: Apple, Google, Microsoft, Facebook and Coca-Cola.<\/p>\n<p>So, what were the results?<\/p>\n<p>Google came out on top, with a high score for \u2018relevance\u2019; Apple was second, noted for its high score in \u2018instilling emotion\u2019; Microsoft was third; Coca-Cola fourth; and Facebook brought up the rear in fifth. Facebook was considered the least likely to be a \u2018challenger\u2019 and the \u2018most untrustworthy\u2019 \u2013 and this was before the recent troubles it has faced.<\/p>\n<p>The PHA Group believes the formula will have a multitude of uses for the comms industry, from being able to identify how a brand is performing and where it needs to improve, to using the score as a measurement for the evaluation of comms activity.<\/p>\n<p>The last point is surely the Influence Formula\u2019s crowning glory; what brand wouldn\u2019t want to know how influential it is and measure how that changes \u2013 especially when compared to the competition?<\/p>\n<p><strong>If you\u2019d like to find out how influential your media contacts are, check out the <\/strong><a href=\"https:\/\/www.vuelio.com\/uk\/pr-software\/media-database\/?clid=Blog\"><strong>Vuelio Media Database<\/strong><\/a><strong>. \u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The PHA Group recently published its Influence Formula, new research that aims to determine how influential any brand or business truly is. Vuelio, which is no stranger to measuring influence, joined the launch event to discuss how different people measure influence in different ways.<\/p>\n","protected":false},"author":423,"featured_media":115984,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,1109],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/115980"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=115980"}],"version-history":[{"count":2,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/115980\/revisions"}],"predecessor-version":[{"id":115986,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/115980\/revisions\/115986"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/115984"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=115980"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=115980"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=115980"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}