Using Brandwatch to Ideitify Influencers, Featuring Brandwatch Demographics Masterclass 2015, London

1. Michael Brackpool /VP Partnerships and Channels
Jonny Sawyer / Sales
Using Brandwatch To Identify Influencers

2. Contents
• Identifying the right type of influencer
• Brand Influencers
• Useful metrics and platform tips
• Demographics
• Research Queries
• Keep on trackin’
#brandwatchtips © 2015 Brandwatch.com | 2

3. Finding The Right
Type Of Influencer
#brandwatchtips © 2015 Brandwatch.com | 3

4. What, Who and Why?
• An influencer can be anyone engaged with a certain brand or
topic.
• The key thing to consider is what type of influencer is important
to you.
#brandwatchtips © 2015 Brandwatch.com | 4

5. What, Who and Why?
• Highly influential people are great, they have huge reach and the
potential to spread a brand message far and wide.
• But you can also identify groups that represent your typical
consumer and buyer. What else can we learn about them?
#brandwatchtips © 2015 Brandwatch.com | 5

6. Brand
#brandwatchtips © 2015 Brandwatch.com | 6

7. It Starts With a Query…
#brandwatchtips © 2015 Brandwatch.com | 7

8. How do you find the Authors that matter?
#brandwatchtips © 2015 Brandwatch.com | 8

9. Useful Metrics and
Platform Tips
#brandwatchtips © 2015 Brandwatch.com | 9

10. Twitter Metrics
#brandwatchtips © 2015 Brandwatch.com | 10
• There are a number of filters that make it
quick and easy to identify segments of
your audience
• Influence, Reach and Follower numbers
can all be applied
• Demographic analysis is baked into the
platform
• All of these factors can be cross compared
• Large follower numbers do not necessarily
equate to influence

11. Top 10 most Influential Journalists discussing The
Telegraph
#brandwatchtips © 2015 Brandwatch.com | 11

12. What are they saying & sharing?
#brandwatchtips © 2015 Brandwatch.com | 12
• This is all earned discussion

13. #brandwatchtips © 2015 Brandwatch.com | 13

14. Most Influential Journalists interested in Sport
#brandwatchtips © 2015 Brandwatch.com | 14

15. Author Lists
#brandwatchtips © 2015 Brandwatch.com | 15
• Quick and Easy to
Setup
• Build on them
overtime to establish
a community of
influencers

16. What about the rest of the Audience?
• Demographics components are a great way to understand your
audience too
• Make smarter marketing decisions based on the make up of
these audiences
#brandwatchtips © 2015 Brandwatch.com | 16

17. Which Topics Resonate with which Demographic?
#brandwatchtips © 2015 Brandwatch.com | 17

18. Research
#brandwatchtips © 2015 Brandwatch.com | 18

19. Research Queries
• Finding influencers that are known to your brand is easy, but
what about an area of conversation currently unknown to your
brand
• We must construct a research query around an area of
discussion that we want to explore, use all of the data available
to you to do this
• Research query’s don’t have to be around a specific brand or
product, they are just looking at a topic of discussion.
#brandwatchtips © 2015 Brandwatch.com | 19

20. Research Queries
#brandwatchtips © 2015 Brandwatch.com | 20

21. Tips On Writing Research Queries
• Start narrow – think about what you want to find (opposite to a
brand query)
• Jump into the data and use your findings to add to the query.
How are people talking? Where are they talking?
• Use Channels and specific sites where you know the
conversations are happening to determine the types of language
people use
#brandwatchtips © 2015 Brandwatch.com | 21

22. Keep On Trackin’
#brandwatchtips © 2015 Brandwatch.com | 22

23. Use The Tools at Your Disposal
• Author lists and rules using filters will make it easy to keep tabs
on the most influential people and their online activity.
• How long you track a group is up to you, but be sure to look for
patterns and changes in the way they interact.
• Monitor demographics to understand how to tailor content to your
audience.
#brandwatchtips © 2015 Brandwatch.com | 23

24. Author Queries
• Use the Author operator to string together a query around
influential people
• Run this query to find out what else they are talking about online
• Cross comparing with other lists will determine who is influential
in certain topics
• Peer Index integration will make this process much easier!
#brandwatchtips © 2015 Brandwatch.com | 24

25. Locating a panel of Audiences on Twitter
#brandwatchtips © 2015 Brandwatch.com | 25
Query:
Research a
Topic
Search:
Individual
Authors
Filter:
60-160
Followers
Sample:
500 Male,
500 Female
New Query:
Topic Panel
Result:
Everything the sample audience have
said on Twitter

26. Find Out Who Is Influential In Your Network Already
#brandwatchtips © 2015 Brandwatch.com | 26
Query:
Research
Filter:
Brand Influencers
Result:
Overall Influencers
Result:
Brand Influencers in
Your Topic of Choice

27. Custom Alerts
• Set up alerts to find out when a specific individual is talking about
a specific topic of interest.
• Use filters be to be alerted to individuals who you may not know
yet but have a significant following.
• Filters such as the Twitter Metrics can be really beneficial here.
(Verification/Follower Numbers/Twitter Influence)
• Speed is key when winning someone over on social media.
#brandwatchtips © 2015 Brandwatch.com | 27

28. Conclusion
#brandwatchtips © 2015 Brandwatch.com | 28

29. Take Aways
• Use the Tools in Brandwatch to make this
• Write a good research query (or get us to!)
• Establish the type of influencer you are looking for
• Keep on trackin’
#brandwatchtips © 2015 Brandwatch.com | 29

30. NOW YOU KNOW
#brandwatchtips © 2015 Brandwatch.com | 30

31. Document Limitation
The information given in this document has been checked for accuracy and completeness however
Brandwatch
shall not be liable for any errors or omissions.
Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053
4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
Email contact@brandwatch.com
Web brandwatch.com
Twitter @brandwatch
Telephone
UK +44 (0)1273 234290
US +1 212 229 2240
DE +49 (0)30568 370 040