Using Social Media Monitoring to Find Influencers
 

Using Social Media Monitoring to Find Influencers

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Without people, social media would just be 'media', so it stands to reason that people form an incredibly important part of most marketing strategies. ...

Without people, social media would just be 'media', so it stands to reason that people form an incredibly important part of most marketing strategies.

But why would you want to find influential people online, and how can they help benefit your business? What's more, how do you even go about finding the right kind of people you're looking for?

This masterclass presentation explains it all. More info here: http://www.brandwatch.com/tag/influencers/

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    Using Social Media Monitoring to Find Influencers Using Social Media Monitoring to Find Influencers Presentation Transcript

    • How to Identify an Influencer and Other Top Tips Georgia Tregear Brandwatch
    • A bit about me © 2013 Brandwatch | www.brandwatch.com 2 Georgia Tregear Senior Account Manager georgia@brandwatch.com @geeteemagee
    • © 2013 Brandwatch | www.brandwatch.com 3 Impact Score
    • Brandwatch Impact Score © 2013 Brandwatch | www.brandwatch.com 4 Impact is a score we give to mentions, authors and sites that reflects how much the mention, author or site is seen and shared online. Behind the scenes, the Impact score is comprised of: Factor A. How much potential a mention has to be seen Factor B. How much a mention has been viewed, shared or retweeted
    • Which Metrics are used? © 2013 Brandwatch | www.brandwatch.com 5 • We utilise a number of different metrics to calculate the above factors, dependant on the type of post (site, author, mention etc), such as; Kred score, MozRank and Retweets to name a few. • We then normalise both of these factors to a metric between 1- 100 which becomes the Impact score.
    • Example © 2013 Brandwatch | www.brandwatch.com 6 Impact of an Author/Site We work out the total impact of an Author/Site by averaging the Impact of the mentions from that Author/Site. Eg: • An Author creates 3 mentions with Impact scores of; 20, 60 & 80 • The average Impact from these would be 53, which would be the Impact score assigned to the Author. • This is important because if somebody creates an impactful post (e.g. they get retweeted thousands of times for being "hilarious" or insightful) it doesn't mean that the rest of their tweets are actually impactful/engaged with.
    • © 2013 Brandwatch | www.brandwatch.com 7 Brandwatch Influencer Use Case
    • © 2013 Brandwatch | www.brandwatch.com 8
    • Foodie Query © 2013 Brandwatch | www.brandwatch.com 9 (foodie OR #foodblog OR "food blog" OR "food writer" OR #foodpassion OR #foodreview) AND location:uk
    • © 2013 Brandwatch | www.brandwatch.com 10 Authors / Top Sites Component
    • The two main components to use: © 2013 Brandwatch | www.brandwatch.com 11
    • © 2013 Brandwatch | www.brandwatch.com 12 Twitter
    • © 2013 Brandwatch | www.brandwatch.com 13 Authors Component Top Tweeters
    • Quick Tips © 2013 Brandwatch | www.brandwatch.com 14 Use the filters • Filter by location • Filter by Twitter Type (organisation or individual) • Sort by relevant Twitter metrics such a number of followers or Retweets • Sort by Verified Tweeters to find celebrities quickly • Use Alerts! Go to the mentions component and filter by your author group, scroll to the bottom to attach an alert
    • © 2013 Brandwatch | www.brandwatch.com 15
    • © 2013 Brandwatch | www.brandwatch.com 16
    • Add Tweeter to an Author List © 2013 Brandwatch | www.brandwatch.com 17 • Author lists can be used to filter the data by a group of influencers you’re interested • They can also be used to filter out your own brand and authors you’re not interested in seeing
    • © 2013 Brandwatch | www.brandwatch.com 18 Blogs
    • © 2013 Brandwatch | www.brandwatch.com 19 Top Sites Component: Top Blogs Key Metrics to look at: • Impact Score • MozRank • Visitors per month • Avg. time spent per month
    • Quick Tips © 2013 Brandwatch | www.brandwatch.com 20 Use the filters • Sort by number of mentions and not just impact to find influencers • Use the filters to show minimum of MozRank 5 and above • Investigate for yourself outside of the app • Create Site Lists as well as Author Lists in case there are more than one contributors to the blog • Use Alerts! Go to the mentions component, filter by your site list and add an alert (bottom of the filters tab)
    • © 2013 Brandwatch | www.brandwatch.com 21 Demographics
    • © 2013 Brandwatch | www.brandwatch.com 22
    • What does is show you? © 2013 Brandwatch | www.brandwatch.com 23 Demographic data about your Twitter audience and the individuals talking about your brand You’ll now be able to analyse the tweeters within your Query results, both as a group and individually, including their: • Account type (whether they are an organisation or an individual) • Gender • Interests • Profession • Location
    • But how?! © 2013 Brandwatch | www.brandwatch.com 24 We have Rules which analyse thousands of names, the language used on the Twitter account and a set number of interests / professions • The name of the Twitter user eg: Paul or Sarah • The Twitter bio itself • The language used by the Twitter user eg: ‘I’ or ‘We’
    • Percentages… © 2013 Brandwatch | www.brandwatch.com 25 Demographics are there as a guide, they can’t be 100% as we cant get enough reliable meta data to offer this yet. Here is a guide to the % of mentions we can classify: How much are you classifying? • Account Type ~100% • Gender ~71% • Profession (12 categories) ~10-20% • Interests (22 categories) ~90% • Location ~100%
    • Percentages… © 2013 Brandwatch | www.brandwatch.com 26 How accurate is the classification? • Account Type ~91% • Gender ~97% • Profession (12 categories) ~91% • Interests (22 categories) ~90% • Location ~65%* *at present if we cant classify location, it defaults to US. This will change in the future releases.
    • © 2013 Brandwatch | www.brandwatch.com 27 Example
    • © 2013 Brandwatch | www.brandwatch.com 28 Filters are available across the Brandwatch app
    • Demographics Dashboards © 2013 Brandwatch | www.brandwatch.com 29
    • Quick Tips © 2013 Brandwatch | www.brandwatch.com 30 Use the filters • Go home and open a demographic dashboard! • Use the filters • Keep an eye out for updates and improvements
    • © 2013 Brandwatch | www.brandwatch.com 31 Key Take Aways
    • Top 5 #brandwatchtips © 2013 Brandwatch | www.brandwatch.com 32 • Decide which metrics are important to you and manipulate your dashboard (save and share!) • Make use of the filters • Set up Author Lists and Site Lists • Attach Alerts to stay on top of what your influencer groups are saying • Try out Brandwatch Demographics!
    • © 2013 Brandwatch | www.brandwatch.com 33 Questions?