1. How to Target Influencers in Your Market? Dominique Lahaix Founder &CEO, eCairn

2. 1 . Tribes & Influencers 2. Criteria: Influence, Relevance, Reach Cross-reference 3. How to Find Influencers Agenda

3. 1 The Ecosystem Tribes & Influencers

4. What is a Tribe? Large groups of people, highly passionate, highly interconnected (blogs, Twitter, Facebook, LinkedIn)‏ MOMMY BLOGGERS , Geeks , Travelers , Stamp Lovers , Frugals , Cloud Computing Experts , Gamers , Naruto fans, Fashionistas , Cruise Addicts , CELEBRITIES, CORPORATE RESPONSIBILITY , Bartenders, Web development , VC’s and Startups, Healthcare CIOs , IT Security , Beauty , Comics Collectors , Arsenal FC fans, FITNESS MOMS, Wine bloggers , Greens , Commercial Real Estate Experts, Americans passionate about Irish Ancestry … ... and 1,000’s more

5. The World is populated by Specialists

6. Industry/ Domain Influence Peers/ Family & Friends Influence A B-Z Social butterflies Everyday Customers Reporters Trend Setters Thought Leaders What is an Influencer

7. 2 Criteria -Relevance, -Influence, -Reach, -Interconnectedness

8. One can only be influential on something to someone Nobody is relevant on everything, INCLUDING influencers It's hard to be relevant in more than One category (Category isn't high tech, but cloud computing, computer security, user experience...)‏ Influence = f (Relevance)‏ Relevance

9. ~2000 Influencers ~700 Influencers ~600 Influencers Top 20 Hundreds to Thousands of influencers within a given tribe Relative Relevance

10. Example: Beauty Tribe - 22 in the head (High Influence)‏ - 146 in the Magic Middle (Medium Influence)‏ - 1850 in the Long Tail (Low Influence)‏ A few are Very influential, a few more have a Fair amount of influence and many have Low influence How is Influence Distributed

11. What is their Reach?

12. Groups: Green, Orange, Red, Purple.. . group centers bridges between groups How are they interconnected

13. Relevance = Content (from blogs, twitter..) Influence = Cross-references from other members of the tribe (links, @reply, @rt...)‏ Reach = Traffic (Unique visitors) In eCairn, we archive content for 6 months and detect/store cross-references on an on-going basis. Each influencer What data do you need?

14. 3 How to use those Criteria to Find Influencers

15. Because Influencers have little tolerance for bad pitch “ In my brazen opinion, they're doing a lousy job. They grab a list of bloggers and send out a broadcast email, without regard to the individual” from lip-sticking blog. Start with strategy and a focus on relevance So, Identify 1 or more Tribe relevant to your activity => Find a few hundred to a few thousands relevant people who have a blog and are active in social networks like Twitter, Facebook, Linkedin. Find individuals that are the most relevant to your topics/brands/more 1 -2-3

16. Viral Video - Animal/rescue campaign Buzz Campaign – New Eco Friendly product Research / Competitive analysis on Ethanol Beauty Sustainability Biotech 1 Identify relevant tribe(s) for your business objectives Cause Marketing Pet What tribe is relevant ?

17. 2 Identify relevant Influencers (s) within those tribe(s) Brand Ambassadors Topic Experts Location Who is really relevant ? How many

18. Next, evaluate the level of Influence. => Top influencers are often hard to reach => Magic middle is often a better target => Long tail shouldn't be forgotten Last, Fine-tune with other data point such as search and web analytics 1-2- 3

19. socialgps.ecairn.com

20. Thank You [email_address]