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CPRS Vancouver Presentation on Identifying Online Influencers - Social media has grown significantly over the past few years. The growing number of social media tools and networks comes with a growing number of people who express their opinions and have conversations via these new channels. Some voices will resonate more loudly than others, and whose opinions will be heard by a larger group of people. Identifying these key people, or influencers, can be crucial for your brand and/or cause.
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Over 1.2 Billion Users OnLine
840+ million users
462+ million users
135+ million users
70+ million blogs
What is influence?
• in·flu·ence/ˈinflo͝oəns/
Noun:
The capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself.
Influencers Can Be
• A member of the media• A thought leader• Someone you trust• Good or bad for your brand, company or issue
Knowing Your Influencers is Critical
• Helps create and build relationships• Helps you understand how they understand
your industry• Helps you adjust your communications
strategies• Helps you optimize your marketing outreach
Setup Keywords
• Brand name, or company name
• Competitors’ name or brands
• Words describing your industry
• Issues that matter
Understand what you are looking for and what matters to you
• Are you looking at only Twitter, Facebook, Blogs, or Forums?
• Does the number of followers a person has matter?• Does the number of retweets matter?• Does the number of “likes” matter?• Does the number of blog posts matter?• Does the number of blog comments matter?
Search Twitter
• Use Search.Twitter.com
Search Twitter• Set up search queries from free 3rd party tools
like Hootsuite or TweetDeck
Search Twitter
• How many times have they appeared in your search based on your keyword search?
• Look at where they are listed, is there a similar theme or similar lists?
Search Blogs• Use Google Blog Search, Technorati,
IceRocket, SocialMention
Search Blogs
• View their blogrolls to uncover who is influential to them
• Search for categories or topics to uncover similar posts
Search Facebook• Use YourOpenBook.org to view open Facebook
profiles
Search Forums• Use Boardreader.com
Search Multi-Media Sites• Search YouTube
Use YouTube’s Comment Search feature
• Search Flickr • Search Vimeo, Viddler
Using Paid 3rd Party Applications
• Helps reduce your time• Identifies top influencers quickly
Using Paid 3rd Party Applications
• Bundles Social Networks Easily
Engage Your Influencers
• Add influencers to a Twitter list and monitor their conversations
• Interact with users on Twitter and offer additional comments
Engage Your Influencers
• Add blogs to a blog list and monitor relevant posts
• Comment on blog posts that are relevant to your brand, industry or issue
Engage Your Influencers
• Share appropriate material online - via Twitter, Facebook, Forums
Steps to Identifying Influencers
1. Create keyword search
2. Know what’s important to you
3. Search Twitter, Facebook, Blogs, Forums, and multimedia sites
4. Create search lists on Twitter
5. View blogger’s blogroll to identify additional influencers
6. Create your list
7. Engage
