Allison+Partners Defines What It Means to Be an Effective Influencer with Launch of “Influence Impact Score”

New Scoring System, Developed in Conjunction with Data Scientists and
Mathematicians, Ranks Most Influential American Gold Medal Winners

SAN FRANCISCO–(BUSINESS WIRE)–Global marketing communications firm Allison+Partners
has created a proprietary scoring system, developed in conjunction with
data scientists and mathematicians, to measure the potential impact
influencers can have on consumer decision-making. The new scoring system
goes beyond digital and social channels to allow marketers to more
effectively target those who activate and inspire others throughout the
process of consideration, purchase or advocacy. The new measure is
expressed with the equation (Reach + Authenticity) x Power.

The
Influence Impact Score
is based on proprietary data from
Allison+Partners’ 2016 Influence Impact Report, which uncovered which
channels influence consumers the most. Developed to identify, qualify
and rank influencers based on potential impact, the Influence Impact
Score is used as both a diagnostic tool for evaluating existing programs
and a means to benchmark the effectiveness of future influencer
relations programs. At the core of the efforts is a holistic view of
managing media and influencer relations programs called Influence 360.
This approach is grounded in the belief that anyone who has the ability
to carry a brand’s message, regardless of channel, is an influencer and
someone who warrants engaging.

“We’ve developed a data-driven solution to influencer identification
that includes digital and offline sources, and evaluates influencers
with variables beyond just their engagement metrics,” said Corey Martin,
managing director, consumer marketing at Allison+Partners. “This allows
Allison+Partners to determine the most impactful influencers for brands,
whether they are a journalist, celebrity, politician or PTA member.”

While the new scoring system is already being implemented with clients,
the agency is officially launching the ‘Influence Impact Score’ by
identifying which top-of-the-podium athletes from the summer games hold
the greatest potential for influence. Allison+Partners has released the
results in a new report, “The Golden Influencers: A Ranking of the
Summer Games Most Influential American Athletes.” The findings can be
used by brands seeking to understand the potential effectiveness of
America’s top athletes.

Further information on the scoring system and ranking of athletes can be
found at www.allisonpr.com/influence.

A number of striking trends emerged from the report:

  • Swimming, gymnastics, basketball and track and field athletes
    generally carry the most influence. All of the top 25 athletes came
    from these sports, and four of the five U.S. gymnasts were included in
    the top 25.
  • Carmelo Anthony and Michael Phelps are the most influential athletes,
    and both received the highest score possible (100).
  • Simone Biles (96.3) rounded out the top three. Her teammates, Aly
    Raisman (92.5) and Gabby Douglas (92.5), also ranked in the top 10,
    beating out a number of players who enjoy promotional support and
    media attention from the NBA, making their ascent and success even
    more astounding.
  • More women are influential, overall. Of the top 25 athletes, 52
    percent are women. Allyson Felix, the most decorated female track and
    field athlete, scored an impressive 92.5.
  • Outspoken swimmer Lilly King (1551.49 percent) and Simone Manuel
    (1537.66 percent), the first African-American woman to win an
    individual gold medal in swimming, are the only two athletes who
    experienced more than 1000 percent growth on Twitter over the course
    of the summer games.
  • Michael Phelps, Simone Biles and Katie Ledecky were the most prominent
    names in online media coverage, showcasing an undeniable ability to
    dominate the summer games news cycle.
  • A number of first time medal winners, including shot putter Michelle
    Carter (87.5), triathlete Gwen Jorgensen (80), and wrestler Helen
    Maroulis (77.5), posted impressive scores. Carter was in the top 25 of
    all athletes.

The top 25 most influential U.S. gold medal athletes are as follows;
visit www.allisonpr.com/influence
to download the full list.

                 
First Name Last Name Sport

Influence Impact
Score

Michael Phelps Swimming 100
Carmelo Anthony Basketball 100
Simone Biles Gymnastics 96.25
Ryan Lochte Swimming 95
Klay Thompson Basketball 95
Harrison Barnes Basketball 95
DeMar DeRozan Basketball 95
Aly Raisman Gymnastics 92.5
Gabby Douglas Gymnastics 92.5
Allyson Felix Track and Field 92.5
Kevin Durant Basketball 92.5
Kyrie Irving Basketball 91.25
Nathan Adrian Swimming 90
Missy Franklin Swimming 90
Draymond Green Basketball 90
DeMarcus Cousins Basketball 90
Jimmy Butler Basketball 89.25
Seimone Augustus Basketball 88.75
Laurie Hernandez Gymnastics 88.3
Sue Bird Basketball 88
Katie Meili Swimming 87.5
Katie Ledecky Swimming 87.5
Michelle Carter Track and Field 87.5
Elena Delle Donne Basketball 87.5
Tamika Catchings Basketball 87.5
 

About Allison+Partners

Allison+Partners, an MDC Partners company, is a global communications
firm driven by a collaborative approach to innovation and creativity.
The firm was named PRWeek’s 2015 “Midsize Agency of the Year,” In2
SABRE’s 2015 “Most Innovative Agency” and The Holmes Report’s 2014
“Agency of the Year.” Allison+Partners is organized around seven
practices: Consumer Marketing, Corporate, Global China, Health +
Wellness, Public Affairs, Social Impact and Technology, and has offices
in San Francisco, New York, London, Tokyo, Hong Kong, Bangkok, Beijing,
Shanghai, Chengdu, Paris, Lyon, Berlin, Munich, Singapore, Chicago,
Boston, Washington D.C., Silicon Valley, Seattle, Dallas, Los Angeles,
Atlanta, Phoenix, Portland and San Diego. The agency also has a network
and deep affiliations with firms worldwide through MDC
Partners
(NASDAQ:MDCA), a progressive marketing and communications
network, championing the most innovative entrepreneurial talent. For
more information, visit www.allisonpr.com.

Contacts

Allison+Partners
Nicole Frankfort, 646-428-0651
nfrankfort@allisonpr.com