Search Skills & Finding Influencers<br />Leah Jones<br />Emerging Media<br />
“We found an awesome deal with Omaha Steaks and ordered it. Well once it was all unpacked, with nothing else to do with th...
Can’t I just Google it?<br />
Search Engines Beyond Google<br />Blogs <br />http://blogsearch.google.com<br />http://blogpulse.com<br />http://icerocket...
Organizational Taxonomy: What people on the inside call the brand and how they talk about the brand. Official marketing la...
Building a Taxonomy<br />Brand name and nicknames<br />Parent company<br />Spokesperson and public figures (CEO, CMO)<br /...
Math With Words – Boolean Search<br />OR<br />NOT<br />Chicago OR Daley<br />Chicago NOT Daley<br />AND<br />Chicago NOT (...
Additional tips for search<br />Quotes “around a phrase of two” or more words will search for an exact phrase<br />Most se...
http://www.flickr.com/photos/oberazzi/318947873/<br />
Chicago and LA <br />Mental Illness<br />Being a dad at 50<br />Classic Hollywood<br />Classic TV<br />Theater<br />Oscars...
Building a Influencer List<br />Start with the list someone already made<br />“top 25 _____ bloggers”<br />“top _______ to...
Building a Contact List<br />Real Name<br />Nickname<br />Blog Title<br />Link to blog<br />Link to relevant post or posts...
http://www.flickr.com/photos/oberazzi/318947873/<br />
Workshopping Your Programs<br />What are you doing now?<br />What are you talking about?<br />Who is your potential audien...
Leah Jones<br />Account Director, Olson PR (Dig)<br />Emerging Media<br />Founder – Natiiv Arts & Media<br />Co-Founder TB...
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Search skills & finding influencers

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presentation given by Leah Jones at ROI Community in June 2011

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Search skills & finding influencers

  1. 1. Search Skills & Finding Influencers<br />Leah Jones<br />Emerging Media<br />
  2. 2. “We found an awesome deal with Omaha Steaks and ordered it. Well once it was all unpacked, with nothing else to do with the dry ice I just put it in the sink. Little did I know it would result in so much fun!”<br />
  3. 3. Can’t I just Google it?<br />
  4. 4. Search Engines Beyond Google<br />Blogs <br />http://blogsearch.google.com<br />http://blogpulse.com<br />http://icerocket.com<br />Twitter<br />http://search.twitter.com<br />http://wefollow.com<br />Forums<br />http://boardreader.com<br />http://omgili.com<br />Video<br />www.youtube.com<br />www.vimeo.com<br />www.blinkx.com<br />Photo<br />www.flickr.com<br />www.picasa.com<br />www.twitpic.com<br />
  5. 5. Organizational Taxonomy: What people on the inside call the brand and how they talk about the brand. Official marketing language and proper names.<br />Natural Taxonomy: What customers say about the brand. Nicknames, unofficial uses for product, misspellings. <br />
  6. 6. Building a Taxonomy<br />Brand name and nicknames<br />Parent company<br />Spokesperson and public figures (CEO, CMO)<br />Misspellings<br />Campaign titles<br />Tag lines and slogans<br />Competitors, detractors<br />Event names and hashtags<br />Twitter names<br />Links and URLs to all web sites<br />
  7. 7. Math With Words – Boolean Search<br />OR<br />NOT<br />Chicago OR Daley<br />Chicago NOT Daley<br />AND<br />Chicago NOT (Daley OR Obama OR “white sox”) AND (game OR Cubs OR baseball)<br />
  8. 8. Additional tips for search<br />Quotes “around a phrase of two” or more words will search for an exact phrase<br />Most search engines offer Advanced Search where you can search by date or specific sites<br />Find inbound links by searching <br />Link:www.oco.com<br />Search within one site only<br />Key word site:www.oco.com<br />
  9. 9. http://www.flickr.com/photos/oberazzi/318947873/<br />
  10. 10. Chicago and LA <br />Mental Illness<br />Being a dad at 50<br />Classic Hollywood<br />Classic TV<br />Theater<br />Oscars Round-Ups<br />Jewish Holidays<br />NICU<br />Car Reviews<br />WILCO and Jeff Tweedy<br />Bloggers Aren’t Single Issue People<br />
  11. 11. Building a Influencer List<br />Start with the list someone already made<br />“top 25 _____ bloggers”<br />“top _______ to follow” AND twitter<br />Find one blogger and see who she’s linking to in her blogroll and who is commenting on her blog<br />Use Listorious.com to find people by topic on twitter<br />Give yourself enough time (one hour per 5 quality names)<br />Does he tell you how and if he wants to be contacted by marketers?<br />
  12. 12. Building a Contact List<br />Real Name<br />Nickname<br />Blog Title<br />Link to blog<br />Link to relevant post or posts<br />Link to disclosure or “how to work with me”<br />Email or link to contact form<br />Number of blog subscribers <br />Traffic according to Quantcast, Compete or Alexa<br />Twitter username<br />Followers, following, #lists, activity<br />Facebook page<br />Friends, fans, activity<br />Notes <br />Why this blogger?<br />
  13. 13. http://www.flickr.com/photos/oberazzi/318947873/<br />
  14. 14. Workshopping Your Programs<br />What are you doing now?<br />What are you talking about?<br />Who is your potential audience and what are they talking about online?<br />Where is your audience online?<br />What is something fun or unexpected you can do?<br />
  15. 15. Leah Jones<br />Account Director, Olson PR (Dig)<br />Emerging Media<br />Founder – Natiiv Arts & Media<br />Co-Founder TBD Minyan<br />leah@natiiv.com | @chicagoleah<br />

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