Author: Antoine De Jaegere

Danone Company trust Agilience to strengthen their digital influence

danone-okWe took a moment to interview Gian Maria Bruno, Danone Company Brand Director, to gather his feedback about the work done with Agilience since one year.


Can you introduce yourself in a few words?

I have a Marketing and sales background, I joined the Company Brand Team 3 years ago. My main objective is to make of Danone company uniqueness a value growth driver inspiring around the company vision, and co-creating with the various regions around the globe.


What where the stakes and context in which you reached out to Agilience?

The context was last year the launch of the company brand in France. Today, more than ever, people want to know who is the company behind the brands they love. Not only the company name but more… its employees, its commitments, its social projects and above all the values guiding its approach to business.

We believe a healthy body needs healthy food. And healthy food needs a healthy planet. All with healthy ecosystems and strong, resilient social structures. We simply can’t have one without the other.

That’s what our new signature, “One Planet One Health”, encapsulates

A profound influencer campaign was required to deliver this message, and we needed to do it in a different way, going beyond the paid influence and the classical PR activities.

I got an internal call from our CMO about Agilience, expressing it was worth to be investigated

Indeed we found the idea and the methodology very promising, the overall idea being to connect and engage the relevant key opinion formers to get more pull in a pure organic way and generate conversations around the relevant topics


What type of intervention did Agilience?

Agilience behaved as a solid partner allowing us to:

Identify the key authorities (key opinion formers) of our various communities

– Train and help the French team to engage the authorities in a disruptive way, much more social and interactive


Against your initial problematic what has Agilience’s added value / benefit brought?

At the end of the day the Agilience tool and approach turned out to be very relevant, bringing a strong earned media section to our communication plan

It’s a trigger for credibility and for organic amplification

How to determine which site experts are reliable ? Courtesy Justin Weinberg – Daily Nous

A vast array of websites appear in most internet search results, and often those who are searching don’t know how to determine which sites experts consider reliable.

Gloria Origgi, a philosopher at the French National Centre for Scientific Research, puts the point this way (in an essay here and in this book): we are moving beyond “the information age” into what she calls “the reputation age” in which “information will have value only if it is already filtered, evaluated and commented upon by others.”

She says:

Whenever we are at the point of accepting or rejecting new information, we should ask ourselves: Where does it come from? Does the source have a good reputation? Who are the authorities who believe it? What are my reasons for deferring to these authorities? Such questions will help us to get a better grip on reality than trying to check directly the reliability of the information at issue. In a hyper-specialised system of the production of knowledge, it makes no sense to try to investigate on our own, for example, the possible correlation between vaccines and autism. It would be a waste of time, and probably our conclusions would not be accurate. In the reputation age, our critical appraisals should be directed not at the content of information but rather at the social network of relations that has shaped that content and given it a certain deserved or undeserved ‘rank’ in our system of knowledge. These new competences constitute a sort of second-order epistemology. They prepare us to question and assess the reputation of an information source, something that philosophers and teachers should be crafting for future generations.

One firm that appears to be in the business of this “second-order epistemology,” at least when it comes to information online, is Agilience. As they put it on their “about” page:

There are billions of web pages, hundreds of millions of blogs or social media sources on the internet. If you are interested in a specific topic such as a sport, a hobby, a city, a cause to stand for, a business of any kind, etc., what are the most relevant sources you should read to have a trustworthy and up-to-date account of what’s going on? 

Agilience ranks online sources in various categories, including philosophy. And according to it, Daily Nous is ranked #1 in philosophy on its “authority index.”



Bonduelle cultive son influence avec Agilience




Nous avons récemment eu le plaisir d’échanger avec la marque Cassegrain, que nous accompagnons depuis 18 mois, sur leur expérience avec Agilience sur l’influence.


1- Pouvez-vous vous présenter en quelques mots?

Je m’appelle Florence Willot et travaille actuellement en tant que chef de projet marketing digital pour la marque Cassegrain. Cela fait maintenant 2 années que j’évolue dans l’univers digital chez Bonduelle après 4 années passées en marketing produit. Le tournant digital est un vœu personnel et j’ai été accompagnée en ce sens par mon organisation. Consciente des mutations profondes que le digital était en train d’opérer, je voulais travailler sur ces thématiques de manière plus poussée.


2- Dans quel contexte et pour répondre à quels enjeux (problématiques business) avez-vous fait appel aux services d’Agilience ?

Notre collaboration avec Agilience a commencé il y a 18 mois avec une montée en puissance des différents réseaux sociaux de la marque Cassegrain et une ambition forte de recruter une nouvelle cible : les épicuriens modernes et connectés. Le poids de plus en plus important que prend le principe de recommandation sur cette cible nous a convaincu d’entamer une démarche long terme autour de l’influence et de nous faire accompagner pour structurer celle-ci.



3- Quelle a été le type d’intervention d’Agilience ?

Agilience nous a fourni des stratégies d’engagement qui répondaient à notre besoin initial de comprendre en profondeur les acteurs digitaux à qui nous voulions nous adresser. Ensuite cela a participé d’un accompagnement sur ce qu’est l’influence par opposition à une approche volumétrique plus classique et qui ne répondait pas à notre volonté de créer une relation durable et authentique avec nos cibles. Nous voulions du temps long pour parler sereinement avec les bonnes autorités. L’engagement est maintenant bien en place avec un volet « community management » qui nous emmène vers des opérations d’activation et de rencontres.


4- Quelle valeur ajoutée / bénéfice a généré cette intervention par rapport à votre problématique de départ ?

A date nous avons développé avec Agilience un réel potentiel auprès des autorités clés de nos communautés. Le taux de complétude entre reach et activation est très bon et cela est visible sur les résultats des canaux digitaux. Agilience a su nous accompagner en douceur dans cette aventure. L’équipe est réactive, conseille pertinemment et avec bienveillance pour co-construire notre projet digital: une expérience positive.

Agilience Mindshare Matrix

Screen Shot 2016-03-31 at 12.06.39 PM

Agilience matrix is to mindshare what BCG’s matrix is to marketshare. Agilience matrix distinguishes influencers according to their level of authority and audience. Influencers are mapped into four quadrants. While icons force attention and milk their popularity,  Mavens and Gurus form the authority layer and deserve attention.  Anchors are influencers that have the  potential to become the next authorities


  • Audience counts, Authority matters
  • Mavens and gurus form the Authority layer
  • Popular icons are Audience leaders
  • Anchors are the potential  mavens

Continue reading “Agilience Mindshare Matrix”

Authority face off: Leonardo DiCaprio vs. TheClimateGroup

Leonardo DICAPRIO versus The Climate Group
Leonardo DICAPRIO versus The Climate Group

We are increasingly under social media influence. But who really has influence? How can we measure it?

Influence is often confused with mere audience. The main reason is that audience is straightforward to measure on social medias: all social networks provide a direct counts of followers or likes. What does audience really stand for? Audience is at best a measure of number of fans.  In fact, relying on audience to measure influence has several drawbacks and biases.

  • Audience can be bought. In fact there are many sites that offer you ways to increase your number of followers so that you can appear bigger than you really are.Climate Change Authority vs. Audience
  • Audience leaders are unfocused. Audience leaders are good to engage a general public but are not focused on a very specific topic. They are generalists who cover a bit of everything and are followed by a diverse public.
  • Audience leaders rely on experts to make their minds on specific topics and often relay the views of the experts. In the influence chain, the audience leader is often the last link.

Topicality and Authority

How can we move upstream in the influence chain and find the experts? The key is topicality and community: the experts share their passion with their peers in small communities centered on their topics of interest. To get a better handle on social influence we need a community specific measure of influence.

We call it Authority. Authority is by construction community specific and measures the online authority mindshare of a topic leader within the community.

Measuring topic authority is both simple and hard. It’s simple as it’s focused on two transparent and objective criteria: 1) is the source regularly sharing content on the topic of the community? 2) is the source recognized by its peers amongst the community?

The challenging part is to compute the authority, it’s an AI challenge:  Authority is a unique combination of semantics and social. Topicality challenge calls for powerful semantic engines. The social challenge is that authority leaders are not as visible than audience leaders, and hide in the long tails of sources with limited audience. Agilience computes authority rank relying on its patented A3S Artificial Intelligence engine.

Agilience reveals topic-centered communities and measures members authority, pointing out the top authorities in your field, the top stories that matter to your community and the most valuable way to engage the community.

Agilience A3S Technology: All in one Analytics: Semantics + Social + Statistics

A3S unique combination of Semantics Social and Statistical engines
A3S unique combination of Semantics Social and Statistical engines

Today there is over a billion people on social media. Self proclaimed expertise is a poor indicator of topic authority and random endorsement does not make for a more reliable indicator. Agilience profiling technology overcomes these limitations thanks to advanced Artificial Intelligence engine A3S. A3S determines topic authority by checking for topic relevancy, peer recognition.


  1. Systematic, objective and reliable  recognition of topic authority calls for profiling technology
  2. Agilience A3S profiling technology is based on a unique combination of Social, Semantic and Statistical engines
  3. Agilience A3S powers authority based search providing you “top stories from top people”

Continue reading “Agilience A3S Technology: All in one Analytics: Semantics + Social + Statistics”

Jessica HALL, Nail polish Maven

Screen Shot 2016-04-01 at 11.58.05 AM

Jessica Hall stands out as a Nail Polish and Beauty Salons authority..You can figure out  from Jessica Twitter handle (@luvmylacquer) that she has something going on with nail polish. What you can’t read from her Twitter handle is that Jessica is followed by more than 20% of nail polish insiders. This means a clear and strong  recognition by her peers. Beyond audience, anyone could buy, Jessica has earned peer mindshare.

Congratulations Jessica!

Continue reading “Jessica HALL, Nail polish Maven”

What is authority and why it matters?

Authority level accorinding to topic relevancy and peer recognition
Authority level according to topic relevancy and peer recognition

Authority stands for targeted audience. Unlike overall Audience, Authority measures qualified audience with respect to a targeted community of interest. Authority matters as it pinpoints the  influencers focused  on a topic and recognized by their peers.


  1. Authority is to value what Audience is to volume
  2. Audience counts Authority matters

Continue reading “What is authority and why it matters?”

Guru: The magic touch

Are you a guru?

Becoming a guru on a topic is quite special.  Take Hairstyle blog, one of the top the hairstyle guru. 

You can read off Hairstyle’s blog’s commitment from the twitter handle: “Dedicated to helping women look their best…”

You check that hairstyle’s blog walks the talk, by reading out the posts from the blog.

Beyond this commitment Hairstyle’s blog is plays central role for the community.  Hairstyle blog is at the epicenter of the community.

One out of five top authority on hair style follows Hair style blog, making hairstyle blog a reference guide for it’s peers. This is a tremendous reach within the inner circle of the hairstyle top authorities. Hair style reaches far beyond the inner circle: Hairstyle’s blog twitter handles indicates over 30K followers.

All in all, Hairstyle’s blog, along with Latest hairstyle, @latest-hair,  and few other is among happy few hairstyles gurus. These gurus have the magic touch, a reference guide on the topic for their peers and a source of inspiration and education for hundreds of thousands who want to look their best. This unique combination is the hallmark of a guru. Check if you are a guru in your field on

Congratulations Hairstyle blog.