SEATTLE: Waggener Edstrom Worldwide (WE) recently launched Ripple Effect, a new tool designed to help clients fine-tune their digital communications strategies. The tool helps identify key influencers and their relative impact to a campaign by looking at how these influencers spread their messages among a variety of digital media channels.
Karla Wachter, SVP of insight and analytics at WE Studio D, said the tool was created as a way to hone in and focus on the most relevant and high impact influencers in a way that will inform strategy development and execution for clients.
“[Ripple Effect] allows us to take influencer ranking to a whole new level,” she said. “We are now able to see the velocity and the persistence together, of those influencers.”
WE partnered with PostRank, a company that gathers social data across the web in real time, to launch the offering. PostRank provides the social engagement data that fuels the Ripple Effect tool. WE analysts then evaluate and analyze the results and recommend strategic actions for the client or account team to take, based on the information revealed.
Wachter added that Ripple Effect allows clients to see “the level of immediate impact that an influencer has” on a campaign. More specifically, the tool shows where and when stories generate buzz, whether coverage of a particular topic was positive or negative, and how an influencer's content impacted other influencers over a variety of digital media channels.