Cision Webinar Slides - Discovering Influence: Indentifying the Top Contacts in Your Community
 

Cision Webinar Slides - Discovering Influence: Indentifying the Top Contacts in Your Community

on

  • 267 views

 

Statistics

Views

Total Views
267
Views on SlideShare
267
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • If you’re promoting a new athletic shoe line, look for those who specifically cover athletic shoes, not just footwear
  • Get the Top 10 or 25 authoritative voices in your industry. Cision Influencer Reports deliver the names, contact details and profiles of the influencers talking about your product, your brand, your industry, your competitors. They’re the people reaching your customers directly, and knowing who they are gives you the advantage. Cision analyzes a number of criteria including blog posts, comments, unique commenters, views, votes, followers, fans and more to determine who’s reaching the most people with the most relevant content. The end result? You’ll get an easy to read report so you can quickly identify key people to focus your efforts on, with a complete picture of their spheres of influence and everything you need to engage with them. Cision Influencer Lists
  • Reach – Klout, Cision Digital ReachEngagement – Are they communicating with their audience?Authority – Inbound LinksSentiment Conversion

Cision Webinar Slides - Discovering Influence: Indentifying the Top Contacts in Your Community Cision Webinar Slides - Discovering Influence: Indentifying the Top Contacts in Your Community Presentation Transcript

  • Identifying the Top Contacts in Your Community Lisa Larranaga Social Media Manager, Cision Valerie Lopez VP, Media Research, Cision
  • 22 Webinar Hashtag #cision Follow Us!
  • 33 How to participate today  During today’s web seminar, attendees will be in listen- only mode.  If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317  Submit text questions Q&A addressed at the end of today’s session  Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
  • What we’ll cover…  Niche Communities and Second-Tier Influencers  Tribe Identification  The Methodology to our Madness  Dedication to Relationship Building & Trust
  • Section DividerNiche Communities
  • 66 The power of a few  Find the RIGHT community  Sometimes that group may not have a huge audience.  They WILL have an audience who will absorb and distribute on-target news.
  • 77 Finding the RIGHT influencers  Narrow your search. Looking to promote nail polish? Don’t look for people covering general beauty; find those specifically covering nail polish.  Those nail polish influencers will be following – and have followers – who live, breathe, and love nail polish.  Goodbye are the days of pitching to the wrong audience!
  • Female 25-34 years old Household Income $45K+ Single College Graduate Los Angeles Triathlete Caribou Coffee Drinker Liberal Classical Music Fan PETA member YouTube Viewer Blogger 2K+ Twitter Followers 50+ Facebook Brand Likes DEMOGRAPHICS PSYCHOGRAPHICS SOCIALGRAPHICS Deeper understanding of end-users
  • Section DividerTribe Identification
  • 1010
  • 1111 tribe: noun ˈtrīb a group of persons having a common character, occupation, or interest
  • 1212 YouTube Viewer Blogger 2K+ Twitter Followers 50+ Facebook Brand Likes Triathlete Caribou Coffee Drinker Liberal Classical Music Fan PETA member Female 25-34 years old Household Income $45K+ Single College Graduate Los Angeles 25-34 years Today’s Consumer in Real-time
  • 1313 Identifying the tribe  Once you find one or two influencers in your space, see who they are talking to and who they reference  We find that often times, influencers are aware of their community and talk to the other heavy weights in their arena
  • Section DividerFinding Influencers & Utilizing Metrics
  • 1515 Who talks to who?
  • Know your niche – the devil is in the details About one quarter of bloggers tracked in Cision’s media database cover one of 26 “first tier” general topics. The rest cover more specific topics. General 23% Specific 77% Source: Cision Media Research
  • Answers lie somewhere in this maze of data 200 million tweets per day Link authority amongst 15 billion Web pages Millions of daily posts on forums and social sites 3.3 billion U.S. page views per month 1.64 billion posts discussing organizations in the U.S. each year Graphic courtesy Simon Cockell via Flickr
  • 1818 How do we begin to organize all of this?  Every valuable data point on the social Web serves as a signal  Each signal is gathered using a unique approach and toolset  These signals can be categorized into 5 types: • Reach • Engagement • Authority • Sentiment • Conversion
  • 1919 Reach: eyeballs & impressions  Metrics include page views, unique visitors, time spent  Tools: server-side analytic tools for “owned media” (your organization’s sites, blogs and social site pages)  Survey-based analytics for “earned media” (mentions of your brand on the social Web and in online media)
  • 2020 Engagement: sharing & interactivity  Metrics include blog comment count, retweets, votes on social news sites, Facebook Likes  Tools: social sites & listening platforms
  • Section DividerRelationship Building & Trust
  • Empower your community  Allow them to “put their own spin” on your story  Give the community ownership of the message  This will help you get the commitment of your champions  Above all, work with integrity
  • Don’t let yourself be deceived; your key influencers are already having conversations, whether or not you’ve begun a marketing initiative to interact with them. However, engagement will fuel the fire behind their conversations, and allow you to generate more positive content about your products and your company. Zachary Reiss-Davis Analyst, Forrester
  • QUESTIONS? Valerie Lopez, VP, Media Research @valerielopez Lisa Larranaga, Social Media Manager @cision