Traackr highlights the Web's top influencers

Traackr identifies and tracks online influencers anywhere on the Web. Influence ratings for individuals are based on a proprietary scoring algorithm, reach, resonance, and relevance.

Specifications
Traackr identifies and tracks online influencers anywhere on the Web. Influence ratings for individuals are based on a proprietary scoring algorithm, reach, resonance, and relevance.

Cost
Pricing is based on the number of active campaigns running at any given time. Subscriptions start at $399 per month for one active campaign and scale to fit any need. Subscriptions include up to 50 users and access settings for individual users, including view-only client access.

Ownership
Privately held

User
Keith Paul, chief listener at EMC, has been using Traackr for about six months.

How do you use it?
I log into the website. There's a dashboard of choices to configure, view, and analyze the data. We haven't had a problem but should one arise, we would contact our account representative.

How does it serve your business needs?
EMC is fairly far along in bringing a social media engagement mentality into our corporate culture. As part of our investments in social monitoring, we're interested in influencer discovery. We want to connect with industry influencers -whoever they might be around a given topic. We've started to help our employees think about context when they look at who they think are influencers and that led us to Traackr, which allows us to look at who is influential over time and who is influential right now.

Last year we started leveraging social media in a bigger way around product launches and we consolidated a number of product launches into one major event. We used Traacker to identify who we believed to be top 100 influential bloggers and invited them to attend the launch live in New York City. It really helped generate product buzz, and we didn't have to rely on industry press or analysts to get the word out. This is a major paradigm shift for us. It really works, and we want to figure out how to do more of it and get better at it.

Since then, we've launched other products exclusively through social media. We simultaneously broadcast video through our online communities and host live Q&As, and we're using that information to help refine Traackr. We look at questions the audiences ask and their interests and then plug that information into Traackr so it can find more people like that. So, we're asking Traackr who is influential and we're also telling Traackr who we think is influential so the two can mesh and maximize the capture rate.

Big data is an industry topic right now, and we've been doing research trying to get at how folks talk about it. Traackr helped me uncover a split between the tech audience and the business audience.

The tech audience is talking about related technologies. The business audience is looking at data mining or market research, but they're not really understanding how big data works. If I take a deeper dive, I can see how the conversation shifts throughout the day. Maybe there are some influencers to be found in there. For example, if business talk is heavy in the morning could that be related to press? It's theoretical right now, but Traackr is helping us see how the idea morphs over time.

How does it integrate with your existing infrastructure from an IT standpoint?

Because it's Web-based it integrates with some of our other Web-based tools, primarily RSS. So, I don't have to train a bunch of people to use Traackr, but they can still benefit from the information it provides.

What are the main benefits?
It helps us identify influential voices and understand trends. It's forcing us to think about research contextually.

We're still largely learning about influencers, and it's helping us think about different ways to engage them. It also helps us see where our own processes and assumptions can be improved.

What are the main drawbacks?
Nothing sticks in my mind.

What would you like to see improved/added?
It gives a weekly view of influencers right now. I like that it's limited like that so I can't rest on my laurels. For example, if I do research now it's probably not going to be that accurate in a month. But I'd like to be able to see the longer-term view or how particular topics and influencers are trending over time.

Competitors
Media databases such as BurrellesLuce, Cision, and Vocus.

Social media monitoring tools such as Radian6, Sysomos, and Visible Technologies.

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