London Brandwatch Masterclass Session, 3 October 2014

1. Influencer Marketing
Using Brandwatch to identify
influencers

2. We will cover….
• Researching your influencers to inform your
query.
• Writing your query to capture the right
mentions.
• Identifying the influencers in the data you
have gathered.

8. Researching your influencers
• Everything good in Brandwatch always starts
with the right query
• The right query needs to be informed by the
right research
• The research needs to inform you of what
language your influencers are using

9. Researching your influencers
• Use all of the information available to you
• Make sure you take into account the all of the
factors that are relevant to your campaign
• Make sure that the influencers you are
targeting are the ones that you want to reach

10. Writing your query
• Once you have identified influencers and
their language, you can start writing your
query
• Make sure you take into account what you
don’t want it to pick up as much as what you
do… Language can be ambiguous!
• You can save yourself a lot of time at the next
stage by putting some legwork in now

11. Writing your query
• Simple is best – never overcomplicate things
However…
• make sure you try to exclude anything you
know you don’t need
• Check your data regularly at first to make sure
your query works as expected

12. Identifying Influencers
• Once you are happy your query is working as
intended you can let it gather data
• How long you leave it for depends on how
• Once you are happy with what you have
collected you can start to analyse

13. Identifying Influencers
• Make sure you use the filters to their full
extent
• Size of following doesn’t always reflect quality
of following
• Make sure you use your learnings on follow up
campaigns

14. Thank you!