Auditd—Influencer Rating System
- The final capstone project of my master’s program at USC.
- A Progressive Web Application (PWA).
- An Influencer Rating System that curates comprehensive & constructive reports on influencers.
- Provides qualitative perspectives that can better inform influencer marketing practitioners.
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CONCEPTUAL IDEA
Without a doubt, the influencer marketing realm is burgeoning as social media platforms continue to proliferate worldwide. The entire industry is estimated to be worth around $15 billion by 2022.
One significant implication of the ongoing global pandemic is the continuous rapid magnification in social media use. Such a phenomenon presented a double-edged sword for digital marketers: on the one hand, people’s flourishing uses and reliance on social media constituted opportune circumstances: a staggering percentage of internet users now turn to social media when researching brands. Conversely, in such an obstreperous “market,” marketers are challenged by the perplexity of cutting through all the clutters and convey the messages.
There are three main issues that plague influencer marketing practitioners:
Difficulties of identifying true influences from mere popularity
“Vanity metrics“
The perplexity of finding the right fit for the brand/purpose
Auditd is designed to alleviate the aforementioned issues.
WHAT I DID
+ Scrum project management
Designed, developed, and initiated a Progressive Web Application (PWA) that curates reports on influencers. Implemented the Scrum project management methodology and published a beta version within three months.
I used applications such as Trello to help me keep track of the progress.
This demonstrated my project management skills and my ability to multi-task: I listed down all the requirements and detailed tasks before prioritizing them.
+ Research & Analytics (Social Listening)
Amassed and analyzed online conversations surrounding the influencers through social listening, operating tools such as Brandwatch:
I wrote customized search queries using the Boolean language. Combed through hundreds of online conversations across social media platforms, forums, and websites to extract insights on both the audience and the influencers.
+ Research & Analytics (Quantitative and Qualitative Data)
Aggregated and scrutinized original qualitative and quantitative data obtained via surveys and interviews. Conducted analyses using tools such as SPSS.
+ Marketing
Campaigned and promoted the product via my personal website and LinkedIn. Amplified website visits by 74% month-over-month.
PRODUCT
The beta version is now live!
RESULT
The successful launch of the beta product (in less than three months with limited manpower and resources) attested to my digital and social media proficiencies. All the elements in the project/product were in direct correlation with the knowledge and skills I have learned, acquired, and hone in through my master’s program at USC Annenberg:
+ The idea and concept of breaking down vanity metrics and deciphering the true influences of social media celebrities via the form of “forensic” dissection stemmed from knowledge acquired through Professor Freddy Tran Nager’s infamous Influencer Strategies course.
+ Building the reports from the group up entails laborious data aggregation and analytics skills. Dr. Morten Bay’s Data Analytics and Research Methodology course have sufficiently furnished me the vital skills.
+ Social listening skills taught in many classes within the Digital Social Media program curriculum also pave the way for another key task of the project: using Brandwatch to gauge online conversations.