Brick, Click, Social and Mobile – the rise of the cyber consumer – slides

Key trends in consumer retail behaviour and a framework how to address them. What is happening at the intersection of in-store, ecommerce, mobile and social? 3 cyber consumer features – Connected, Tribal and In a Rush, 5 pains – physical blindness, information overload, choice overload, being part of the tribe and friction burns. 5 balms – tangibility, relevance, filters, tribal channels and frictionless user experiences. Talk given at Cogent Elliott in Birmingham.

1. Social Media Content Strategy – 4 Ideas to Better Target Your Content  – 39 retweets
2. Social Media Content Strategy – Building Characters in Your Organization – 39 retweets
3. Back-to-School: The 23 Top Content Marketing Blogs – 36 retweets
4. Tower lights are lit up Orange – 36 retweets
5. The Kick-Ass Guide to Cleveland for Content Marketing World Attendees – 35 retweets

These 100 individuals have fended off competition from the other 24,337 glittering conversationalists talking, on Twitter, about Cannes Lions to demonstrate their digital influence and leadership.

About the Cannes Pride

While many Top 100 lists can be found on the internet, Cannes Pride is different: this is not a subjective list of “top influencers” curated by an individual, nor is it a generalized  system for measuring general social media influence and trying to apply that to a specific community.

No, instead it is a hybrid of the two. It has been devised by a Cannes Lions participant (Simon Baptist) and sponsored by a Cannes Lion sponsor (AdParlor) using real metrics and weighting as devised in accordance with the digital leader culture at Cannes. Using my web application Leaderboarded to crunch the data and generate the leaderboards meant that the task of creating a bespoke ranking system, one that would usually take a team of data scientists and engineers working round the clock, was completed automatically every day by the system without any fuss.

There was plenty of ‘big data’ to work with, we compiled the list having crunched 73,000 individual tweets, 33,000 mentions and 14,000 retweets to come up with the top 100.

What it means?

The Pride, the Top 100 are digital leaders and influencers at Cannes Lions. In a very noisy festival being able to influence the conversation as an individual lion using Twitter shows a real ability to connect with the wider Twitter audience.

While no one player managed the best possible score of 100, many came close. To succeed you had to discuss (and be retweeted on) #CannesLions, have a good overall PeerIndex social influence score and to be active in promoting and discussing CannesPride itself (worth a secret 3% of the score but enough to have been worth doing for the top players). You’ll know for next year.

Next year we’ll be back with ranking based on more digital channels and maybe some physical ones too. Thanks to all the Pride and we look forward to seeing your influence grow, not least because you’re showing everyone your Cannes Pride badge!

See the full Day Six leaderboard.

We’ll find out this evening when all the tweets, retweets and @mentions are counted over the course of the whole Cannes Lions Festival of Creativity.

It was good to see Cannes Pride being picked up by agencies who are working out one way to win is to get other agency folk to engage with their champion.  It’s a good strategy and one that we’ll leverage for next year’s Pride.

I thought it might be interesting to look at some of the overall stats in todays analysis. After all, the objective of the Cannes Pride campaign is to promote Cannes Lions through the social media channels of individual lions.

The busiest day was Tuesday with (17k tweets) as opposed to Friday’s 6k tweets – perhaps everyone went home.

Of the top 3 most retweeted tweets Ogilvy and Twitter pushed the most interesting content.

Tweet #1 – Retweeted more than 2000 times – The best way to predict your future is to create it

Tweet #2 – Twitter’s data visualization of their new TV ad synched with Twitter advertising platform > 1,300 retweets  (this was over 3 different tweets with similar content)

Tweet #3 – Ogilvy’s Smoking Kid advert >750 retweets

And for those who love a leaderboard, here’s the full list:

If we look at Arianna Huffington’s score profile over the past 5 days of the Cannes Pride leaderboard we can really see this effect in action.

Arianna spoke on Tuesday the 18th. Before she spoke she was still in the pride but at a low rank – below 1200 on the Monday. After her talk she tweeted just 13 times and was catapulted to number 1 – due to the high number of retweets (53) and @mentions (111). Then since her talk her impact on the Twittosphere has waned (there have been many fewer retweets and @mentions of her twitter post about Cannes) and her rank has dropped to 190th.

For me this shows how digital and physical go hand in hand – big names in digital can become big names live and vice versa.  Crucially though, you can’t maintain a top rank in the Cannes Pride by being influential on just one day (though she may still win the overall leaderboard for the week) – great social media marketing is about maintaining a consistent presence as well as relevancy with your audience.

Food for thought! Anyway well done to William J Ward who grabbed the top spot yesterday…

It’s not too late to play in the Cannes Pride leaderboard – simply tweet #canneslions and you’ll join it. Head over to the leaderboard at www.cannespride.com and sign in with your twitter account to see your rank and stats.

We’ve been tracking Panos’ digital influence over the past four days of Cannes Lions (and that of 25,000 others) to see how effective he is at engaging a wider audience in Cannes Lions content, in particular on Twitter. We’ve crunched all the stats and produced a daily leaderboard.

Lets look at his performance in detail.

On today’s published leaderboard  (Day Four of Cannes Lions) he is at number 31, still in a good position and worthy of using the Cannes Pride Top 100 Twibbon.   (The rest of us 20,000 players can still get a twibbon though  Cannes Pride Twibbon)

Let’s see what his performance was like to get there:

We can see from his past performance that he started with 5 tweets on the Sunday, followed by 1 on Monday, 13 on tuesday and 16 on Wednesday. However his best position (7th) on the leaderboard was on Tuesday (Day Three Leaderboard) because he got 25 retweets and @mentions that day.  The leaderboard is ranking players based on how well they do at engaging their audience.

On today’s leaderboard – he did less well – down to 31st place – that’s because he only managed to muster 11 mentions and 8 retweets. Not enough to beat the top players in the pride.

Check out the Day Four Leaderboard. Well done to Syed Abdul Karim who is now the leader of the pride – he even has added his Twibbon to prove it!  David Jones and Adam Bain aren’t far behind though so the contest still has time to hot up.

You can join the pride simply by tweeting on #CannesLions and check the leaderboard the following day. If you can’t see yourself in the Top 100 just sign in with your twitter account and you’ll see the leaderboard centred on you. You’ll also be able to check your own in depth stats over the past four days to see how you’re doing.

The Cannes Pride leaderboard is about the individual digital leaders. Who will win number one on the Final week’s leaderboard is still very much up for grabs – to win you don’t need to change your behaviour – just keep promoting great content from Cannes Lions and the AdParlor Cannes Pride leaderboard will keep track of who’s really the pride of Cannes Lions!

We have a new Pride leader, up from 1,307 (the leaderboard is now 20,000 players strong – sign in with Twitter to see where you stand) is Arianna Huffington – the founder of the superblog news site Huffington Post.

What’s interesting though for pride followers (did you know anyone can follow the leaderboard and get email updates via Leaderboarded?) is that the top players John Maeda and Hector Fernandez are staying in the top 100 each day.

This will all count when we come to release the Final leaderboard which takes into account activity over the whole of Cannes Lions week.

In terms of performance you could have got into the Top 100 yesterday with just 3 tweets, 9 mentions and 9 retweets like Miia Savaspuro.

Keep spreading the word about Cannes Lions and sharing digital insights with your colleagues and community. Cannes Pride will show who’s really influencing the conversation.

We’ve sifted through it all for you to find who the top 100 individual digital leaders – the Pride of Cannes Lions! (though I spot a couple of agencies that slipped through our net – you know who you are @LeoBurnett #6 and @OgilvyOne #94)

It’s good to see a couple of newcomers to the top table, we welcome David Jones (up 84) and Arun Sudhaman (up 111 places) to the top of the Pride! Well done too to  @RalfVilands1 from H&K in Latvia who climbed a massive 345 places to grab the number 12 spot.

Also special mention to two of the pride who I can see have got their Cannes Pride Top 100 Twibbons – well done Adelyn Biedenbach and Syed Abdul Karim.

You can now add a Cannes Pride Twibbon to your own profile to show you too are loving the Pride. What a week this is! Together we’ll make Cannes better and better!

There’s only a few hours left of Tuesday to engage your audience in #canneslion content – will Amir still be top in the morning?…. stay tuned to find out all the changes in the Cannes Pride tomorrow.

Amir Kassael who is chief creative officer for DDB worldwide (and participating entirely digitally) took the top spot.

In runners up we had Miguel Ruiz from Ogilvy Mexico, Jonathan Mildenhall from Coke, John Maeda from RISD (Rhode Island School of Design), and Hector Fernandez who is also from Mexico, Publicis this time.

Looking into the details this is how Amir got his 92.8 score:

PeerIndex score of 55, 13 tweets that were retweeted 63 times and 84 conversations about Cannes Lions.

There are actually 10,000 people on the leaderboard so if you’ve tweeted on the #CannesLions hashtag you can go and find your position. Head over to https://www.leaderboarded.com/player/signin/1955 and sign in with your Twitter account to review your rank and see your own stats.

Every Day is a new leaderboard so you’ve always got a chance to get to the top – Amir got there with just 13 tweets – it’s not about quantity its about quality, relevance and reach!

If you’ve got a company Twitter account you won’t be able to play – we’re manually excluding all the companies who enter – this means we can cut through the noise to see the signal – who are the real individual digital leaders at Cannes.

Check out the Day One Leaderboard here. This link will always show just the Day One Leaderboard: https://www.leaderboarded.com/display/view/1955/34095/full_screen

Try out creating an influencer list at: http://www.leaderboarded.com/home/partners/peerindex.