masterclass 2015: using brandwatch to identify influencers, featuring brandwatch demographics

Michael Brackpool /VP Partnerships and Channels

Jonny Sawyer / Sales

Using Brandwatch To Identify Influencers

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

Finding The Right

Type Of Influencer


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.


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?


Brand


It Starts With a Query…


How do you find the Authors that matter?


Useful Metrics and

Platform Tips


Twitter Metrics


• 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

Top 10 most Influential Journalists discussing The

Telegraph


What are they saying & sharing?


• This is all earned discussion

Most Influential Journalists interested in Sport


Author Lists


• Quick and Easy to

Setup

• Build on them

overtime to establish

a community of

influencers

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


Which Topics Resonate with which Demographic?


Research


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.


Research Queries


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


Keep On Trackin’


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.


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!


Locating a panel of Audiences on Twitter


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

Find Out Who Is Influential In Your Network Already


Query:

Research

Filter:

Brand Influencers

Result:

Overall Influencers

Result:

Brand Influencers in

Your Topic of Choice

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.


Conclusion


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’


NOW YOU KNOW


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.

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masterclass 2015: using brandwatch to identify influencers, featuring brandwatch demographics

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