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Identifying Online Infuencers

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CPRS Vancouver Presentation on Identifying Online Influencers - …

CPRS Vancouver Presentation on Identifying Online Influencers -

Social media has grown significantly over the past few years. The growing number of social media tools and networks comes with a growing number of people who express their opinions and have conversations via these new channels. Some voices will resonate more loudly than others, and whose opinions will be heard by a larger group of people. Identifying these key people, or influencers, can be crucial for your brand and/or cause.

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  • Individual users that are logging onto the internet. They can be logging into Twitter, Facebook etc. They can be reading a blog or news article They can be reading reviews on forums or commenting on experiences.
  • Briefly chat about Facebook’s IPO and what statistics they revealed.
  • those individuals who are cool enough, informed enough, connected enough to persuade their friends, and friends’ friends, ad infinitum, to buy into a brand, experience and/or product. 
  • Give examples of influencers in an area - example David Suzuki on Environment, Miss604 on Vancouver Events, Hummingbird604 on theatre, Gillian Shaw on Technology Point to the crowd saying it can be you, or your neighbour
  • Build relationships that become mutually benifitial to you both. Do they understand your vision? Do they understand your companies goals?
  • You need to understand your audience
  • how to search Google? What ’ s an RSS Feed Technorati is a blog search engine. Looks at tags from blogs. Only looks at English-Language only blogs IceRocket and SocialMention also allow you to search on multiple forms.
  • Open Book was set up to show users their concerns with Facebook Privacy and set up as a Parody. Shows you results from Facebook updates that are public and where the user does not have any privacy settings.
  • Under Show Tools allows you to save this to RSS so you can get results live through an RSS Reader
  • YouTube Comment Search - http://www.youtube.com/comment_search
  • Aggregates quickly and easly Shows all posts by a user quickly and on one screen without having to go through all of them individually Highlights users quickly and ranks them based on number of posts, retweets, etc.
  • Gives you a quick and easy glance at their followers and quickly points out regions, top influential followers are
  • Transcript

    • 1. Identifying Online Influencers #CPRS February 8, 2012 Gus Fosarolli [email_address] @GusF
    • 2. Over 1.2 Billion Users OnLine
    • 3. 840+ million users 462+ million users 135+ million users 70+ million blogs
    • 4. What is influence?
      • in·flu·ence /ˈinflo ͝ oəns/
      • Noun:
      • The capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself.
    • 5. Influencers Can Be
      • A member of the media
      • A thought leader
      • Someone you trust
      • Good or bad for your brand, company or issue
    • 6. Knowing Your Influencers is Critical
      • Helps create and build relationships
      • Helps you understand how they understand your industry
      • Helps you adjust your communications strategies
      • Helps you optimize your marketing outreach
    • 7. Setup Keywords
        • Brand name, or company name
        • Competitors’ name or brands
        • Words describing your industry
        • Issues that matter
    • 8. Understand what you are looking for and what matters to you
        • Are you looking at only Twitter, Facebook, Blogs, or Forums?
        • Does the number of followers a person has matter?
        • Does the number of retweets matter?
        • Does the number of “likes” matter?
        • Does the number of blog posts matter?
        • Does the number of blog comments matter?
    • 9. Search Twitter
      • Use Search.Twitter.com
    • 10. Search Twitter
      • Set up search queries from free 3rd party tools like Hootsuite or TweetDeck
    • 11. Search Twitter
      • How many times have they appeared in your search based on your keyword search?
      • Look at where they are listed, is there a similar theme or similar lists?
    • 12. Search Blogs
      • Use Google Blog Search, Technorati, IceRocket, SocialMention
    • 13. Search Blogs
      • View their blogrolls to uncover who is influential to them
      • Search for categories or topics to uncover similar posts
    • 14. Search Facebook
      • Use YourOpenBook.org to view open Facebook profiles
    • 15. Search Forums
      • Use Boardreader.com
    • 16. Search Multi-Media Sites
      • Search YouTube
          • Use YouTube ’s Comment Search feature
      • Search Flickr
      • Search Vimeo, Viddler
    • 17. Using Paid 3rd Party Applications
      • Helps reduce your time
      • Identifies top influencers quickly
    • 18. Using Paid 3rd Party Applications
      • Bundles Social Networks Easily
    • 19. Engage Your Influencers
      • Add influencers to a Twitter list and monitor their conversations
      • Interact with users on Twitter and offer additional comments
    • 20. Engage Your Influencers
      • Add blogs to a blog list and monitor relevant posts
      • Comment on blog posts that are relevant to your brand, industry or issue
    • 21. Engage Your Influencers
      • Share appropriate material online - via Twitter, Facebook, Forums
    • 22. Steps to Identifying Influencers
      • Create keyword search
      • Know what ’s important to you
      • Search Twitter, Facebook, Blogs, Forums, and multimedia sites
      • Create search lists on Twitter
      • View blogger ’s blogroll to identify additional influencers
      • Create your list
      • Engage
    • 23. Thank you
      • Gus Fosarolli
      • @GusF
      • [email_address]