Identifying Online Infuencers

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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
  • Identifying Online Infuencers

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

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