Presentation from Matt Granfield from dp dialogue.

1. How to
sort the
influencers
from the
inconsequentials

2. Q. Who is Matt Granfield?
A. Digital Strategist/Marketing Writer/Entrepreneur

3. MONITORING

4. MANAGEMENT

5. STRATEGY

6. RESEARCH

7. We help brands find
their key influencers.

8. What is a key influencer?

9. Someone with the power
to spread the word
about your brand...

16. “70% of Internet users in
Australia visited a social
networking site in June
2009, up 29% from 2008...”
Source: Comscore, http://www.comscore.com/Press_Events/Press_Releases/2009/8/2_Million_More_Australians_Go_Social_in_2009

17. That’s about
11 million people

21. Problem: New cafe, needs business (sales)
Key Influencers: Coffee Lovers, Vocal Early Tech
Adopters, Business Leaders, Local Press

24. Results...

25. Problem: Negative Word of Mouth
Key Influencers: Parents

28. Solution: Find the most talkative customers
AND the most vocal hecklers and get them
talking in a controlled environment...

29. Solution: Don’t just get the people who talk
the most, find the ones who have the highest
SOCIAL AUTHORITY

32. Result: Enrolments up 15%
Result: Negative word of mouth down

33. Result:
Actual
positive
sentiment!

37. Problem: Breaka isn’t cool, seen as a school drink
Key Influencers: The cool kids, school leavers

38. Strategy: Put on a pool party/rock concert
outside school hours and make the brand cool by
association

40. Step One: Find a cool band (and convince the
client they’re cool)

42. Step Two: Find some cool kids (because if we get
all the cool kids to come, they’ll tell all their
friends how cool Breaka is)

43. S

44. Used Dialogix to find 14-17 year-olds in Qld
with high social authority who mentioned the
client OR competitors in last three months

50. Went back to Dialogix and used it to filter applicants
who gave us their social network details

51. Results?

52. Breaka Poolies Website - Top 10 Referring Websites
myspace.com
googleads.g.doubleclick.net
facebook.com
twi6er.com
nova1069.com.au
ozbargain.com.au
profile.myspace.com
yveskleinblue.com
dew‐process.com

54. So did you sell more
flavoured milk?

55. It’s too early to tell! 
But I’ll keep you posted! Go to
mattgranfield.com and you’ll
find links to my blog...

56. Hmm. OK cool...
But if you haven’t got a tool that
calculates social authority like
Dialogix*, what other tools can you
use?
*(Shameless plug – it only costs $150 a month
for the basic service, which includes social
authority ranking)

57. If you haven’t got a tool that calculates
social authority look for these things:
• Use Twitter Search (search.twitter.com)to
find mention of your brand, industry and
competitors
• And then use ReTweetRank
(retweetrank.com) to see how often the
people who are talking about you get ‘Re-
Tweeted’

58. If you haven’t got a tool that calculates
social authority look for these things:
• A blog with lots of comments and a high
rating in Google Reader
• Well-established forum profiles and high
rankings
• A MySpace page with lots of comments
• Lots of results when you Google their name

59. If you haven’t got a tool that calculates
social authority look for these things:
• Lots of Facebook friends
• They created Facebook events that people
attend (they need to be fans of your
Facebook Business Page before you can see
this)
• Other signs that they not only have lots of
friends, but can actually call their friends to
action

60. Summary
Twitter searches for
people talking about
brand, products,
competitors and region
Engage, be friends, give
advice; mix with
traditional PR
Sales

61. Summary
Twitter searches for Found forums where
people talking about people were doing the
brand, products, talking and engaged
competitors and region community leaders
Engage, be friends, give Created own space
advice; mix with where the dialogue
traditional PR could be controlled
Sales Less negative chat,
more positive WOM

62. Summary
Twitter searches for Found forums where Created a cool event to
people talking about people were doing the attract the key
brand, products, talking and engaged influencers
competitors and region community leaders
Engage, be friends, give Created own space Key influencers start
advice; mix with where the dialogue befriending the brand
traditional PR could be controlled
Sales Less negative chat, Greater awareness
more positive WOM

63. More Information?
www.dpdialogue.com.au
www.dialogix.com.au
@mattgranfield

64. IMAGE CREDITS
[All photos were sourced from Flickr with thanks to
Compfight. All images are used under the terms of a
Creative Commons licence. Photographer Credits:
kalandrakas; hans s; Aaron Escobar; MsBlueSky; Falling
Heavens; Jay Dugger; Jacob Bøtter; Vincent Boiteau;
World Economic Forum; teamstickergiant; Libertinus;
kimba; Jeb Ro; K.Coles; erin MC hammer; Torley]