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Editor's Notes
Introduce yourself
not just in general - what influences your brand, organization or industry specifically.
All of these influencers today are expressing their opinions and thoughts online.
Data can be overwhelming – Walk through various metrics and components in the tool that will allow you to dive into your data set and identify your influencers.
- Once you’ve found them, now what? Ill show you some of the best tools within Brandwatch to stay up to date on those influencers and make sure you’re monitoring their every move
Influencers can be seen as early adaptors who help to bring an idea, brand, concept to mainstream.
Common misconception about Influencers is that they’re primarily people….Not always the case.
Can be Paid Vs. Organic
- Not just People
- Doing your research beforehand is helpful
See who or what has impacted your brand in the past
Can be positively or negatively
They can be people…..obvious example is steve jobs.
He was seen as an innovator, an early adaptor….
Ex: Rather have a famous celebrity tweet at your brand once or a true advocate who expresses their love everyday….
- Can be Organizations…Keurig was seen as an influencer in the coffee industry who changed the way coffee was packaged.
- With the invention of the “K Cup”, most coffee brands changed their packaging to be sold in this format
- They can be cities…New York is seen as one of the trendiest places in the world.
- Once an idea or concept stars to catch on here, it won’t be long till it catches on globally.
Popular blog
Organizations
Cities
Life Events
Might just be these key niche influential data set you want to monitor rather than the industry as a whole
Once you’ve figured out what type of influencers you’re looking for, let’s go to the data to help find them!
Using Brandwatch to find Influencers
BW Default Dashboard – Author tab is a great place to start – breaks down by volume, where you may find true advocates mentioning your brand a lot, and then by page type. That’s where you can really dive in and find the top bloggers/news sites, etc.
Basic Volume Chart for Top Authors mentions Kohls the most
Take advantage of the various filters!
Excluded mentions from Kohls owned handles
I only want to find twitter authors with a minimum of 1,000 followers
Try seeing the ratio of followers vs. number of people they follow
Top Twitter authors chart.
Filter to only see “Verified” twitter accounts.
Found in the “Twitter” filters under “Verification”.
Verified accounts are deemed by Twitter to be of higher importance.
By clicking the title of a column, it will sort the table by that column
By clicking the columns button in the upper right hand side, will allow you to pick and choose what metrics you want to see in your chart.
Here I again was in a default dashboard in the Top Sites tab
Basic pie chart showing volume of mentions on each site
Decided to exclude major social sites like FB & Twitter from my chart and only show sites with a minimum MozRank of 5
Mozrank represents link popularity score – importance of any give web page on the internet – scale of 1-10
This will help me to find niche and organic sites mentioning the Kohls brand
Here I again was in a default dashboard in the Top Sites tab
Basic pie chart showing volume of mentions on each site
Decided to exclude major social sites like FB & Twitter from my chart and only show sites with a minimum MozRank of 5
Mozrank represents link popularity score – importance of any give web page on the internet – scale of 1-10
This will help me to find niche and organic sites mentioning the Kohls brand
Example data set I used to try and find influencers was for the brand Kohl’s
People I was able to find:
The Voice: The partner -- Are a verified account with a high amount of followers and the potential reach they have to the right demographic will be influential but also want to keep tabs on the overall content they’re producing to make sure it’s what you want reflected for your brand
Lauren Conrad: Celebrity Trendsetter & Blogger: again, a verified author who’s mention of Kohls will impact a wider audience
Becki – the True Advocate – has a high number of followers and expressing her love on a regular basis.
Sites I was able to find:
Popular Blog: SheKnows – posted a few mentions about deals and cute products you can get at Kohls
Couponing Sites - The popularity in couponing industry has boomed over the past decade – shows dedicated to it! See if such a coupon website will influence people’s purchasing decisions.
Niche Forum: Weight Wacthers – a lot of people after they loose weight are looking to go shopping for new clothes. It was surprising to see the amount of mentions coming through about Kohls on the weight watchers forum.
See what countries conversations are coming from
Surprised by the amount of volume coming from Spain – that city may be starting a trend that could eventually spread globally.
target those niche areas.
Interest by Gender
By identifying your audiences interests, you can see what may influence them.
Data shows Kohls female audience are really into music
Partnering with The Voice was a great choice for them because music CORRELATES with their audience.
Shows breakdown of Gender tab in a Demograhics Dashbaord
Chart on the bottom shows topic comparison by gender
You can see most of the trending topics are coming from the female population
How do we drive more conversations among men??? Kohls competitor JC Penny knew just the thing……
What is something they could sell or launch to have men talking about their brand or coming to shop in their stores?
Wedding Rings……usually something that men are purchasing.
JC Penny then launched a campaign for affordable wedding rings and they saw an increase in the number of men talking about their brand.
Identify by seeing the gender breakdown of conversations occurring around brand
Took advantage of an influential product in everyday life
- Unfortunately a missed Opportunity for Kohl’s but realized this could be something they could also market to drive sales in the male population
Once you’ve found your influencers, monitoring them going forward….
Was a table view sorting top authors by highest Impact Score
I changed the view to a bar chart where you can also see the breakdown of mentions from those impactful authors
Impact score is given to authors, sites and individual mentions – potential an authors posts has to be seen or how many times people have view, shared, retweeted an authors posts. – on a normalized scale of 1-100
Arrow is pointing at an author mentioning you the most with a fairly high impact score
Created in the Tools component on the left
Popular blogs
Top News Sites
Individual Sites can be easily added to site lists (image)
FILTER by site list or choose to exclude a list of sites
Exclude your Owned pages to find true organic conversations
Once you’ve created the tools you need to track your influencers, get them organized in your projects and dashboards.
Create a breakdown of various influencers in one dashboards or have a separate dashboard for each in an influencers project
- Not able to login to the tool on a daily basis, use alerts to also identify influencers without having to login!
Two types of alerts: threshold or on a reoccurring basis
All the same filters can be applied
Other Metrics: Mozrank, Followers, Site Visitors, site & author lists
- Ex: Get weekly updates from your top bloggers
Notified when a site with a high mozrank mentions your brand
Once you’ve found your influencers, monitoring them going forward….
Not just people… research your industry, what has influenced your brand in the past.
Once you have all this data….where are the influencers? – utilize Brandwatch metrics to really find those influencers
Once you have them, KEEP YOUR EYE ON THEM!
Make sure everyone on your team is on the same page
Have a Strategy/Plan/ GOAL of how you want to utilize these influencers