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How to identify online influencers



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A review of nine social media monitoring tools which can help you identify the people talking online in your vertical. Using these tools to identify influencers will help your business get the most from your online social efforts.

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How to identify online influencers

  1. 1. How to identify online influencersA review of nine social media monitoring tools<br />
  2. 2. Influence is...<br />... the ability to shape <br />thoughts, perceptions or behaviour<br />
  3. 3. Every year, 500 billion consumer opinions are shared online<br />Source:<br />
  4. 4. These opinions are having an<br />impact<br />on purchase decisions<br />
  5. 5. ...making the people who write them influential<br />
  6. 6. This report will help you find your influencers<br />
  7. 7. So you can get the biggest bang for your social buck<br />
  8. 8. So, how do you spot an influencer?<br />
  9. 9. Popularity is an obvious indicator<br />
  10. 10. ...but it only tells part of the story<br />
  11. 11. To be influential, a person needs expertise in a specific subject, field or sector<br />
  12. 12. …and an audience who are receptive to their influence<br />
  13. 13. (BTW, it turns out your Facebookrelationship status betrays your susceptibility to influence)<br />Susceptibility to influence<br />It’s Complicated<br />Source: Sinan Aral,<br />
  14. 14. “Influence is a tricky word. Are the people who talk the most the influencers? Are the people who talk to the most people the influencers? You’d trust Tony Hawk with skateboard advice, but do you trust him for sushi restaurant selection?” Chris Brogan, President New Marketing Labs<br />
  15. 15. So, how do you find influencers online?You could...<br /><ul><li> Count Twitter followers
  16. 16. Measure Facebook Likes
  17. 17. Look for high Google pageranks
  18. 18. Check comment volume on blog posts
  19. 19. Spend lots of time in relevant forums</li></li></ul><li>...but make sure you’re finding influencers you can actually engage<br />Popularity<br />A-List<br /> Long Tail<br />Magic Middle<br />Influencers<br />
  20. 20. Hard work, right?<br />
  21. 21. It’s not a perfect science but social media monitoring tools are getting much better at finding the influential needle in the online haystack. <br />Jay Baer, Co-author of The Now Revolution <br />Image: Alexander Kesselaar<br /> (<br />
  22. 22. So, how did we search for influencers?<br />
  23. 23. We took 9 of the best social media monitoring tools... <br />
  24. 24. ...and used them to track down influential mommy bloggers<br />
  25. 25. ...who were having conversations about organic baby food.<br />
  26. 26. We ran the tools head to head for 1 month<br />
  27. 27. ...scoring them against 6 criteria:<br />
  28. 28. Click for more >><br />
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  35. 35. The tools found topic mentions across different social spaces:<br />
  36. 36. Click for more >><br />
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  45. 45. So, which tool was the best?<br />
  46. 46. Well, that depends what you’re looking for…<br />
  47. 47. Best user experience…<br />- This was the best tool for finding influencers on Facebook<br />
  48. 48. Best drill down…<br />- This was the best tool for finding influencers on Twitter<br />
  49. 49. Best for finding influencers on forums…<br /><ul><li> Forums are a great place to track down influencers
  50. 50. Good tools for detailed results analysis</li></li></ul><li>Most exciting feature…<br /><ul><li> View the Twitter authority of those who follow influencers
  51. 51. And we loved their mapping tool</li></li></ul><li>Best YouTube and images search…<br /><ul><li> Simple, inviting and easy to use interface
  52. 52. “Key quotes” & “frequently used words” give a quick overview</li></li></ul><li>Easiest tool to learn how to use…<br />- The tool is integrated with Klout to identify Twitter influencers<br />
  53. 53. Best segmentation of data…<br /><ul><li>This tool offered many ways to zone in on different data
  54. 54. Would suit businesses with an analytics team</li></li></ul><li>Best visualization tool…<br /><ul><li> Great way to see the connections between influencers
  55. 55. Good broad overview of what conversations are taking place</li></li></ul><li>One to watch…<br /><ul><li> Peer Index identifies the categories in which people are influential
  56. 56. Some great developments in the pipeline for this tool</li></li></ul><li>- Make sure it pulls data from the source you’re interested in, E.g. forums, Facebook or Twitter<br />- Assess the way it segments and presents data – is it going to fit your requirements?<br />- Ensure you can drill down into the data to find the detail you want within the results<br />Choosing the right tool for your needs<br />
  57. 57. - Most of the tools are focused on finding influential websites where you’re likely to find influential people rather than finding influencers themselves.<br /><ul><li>You’ll still need to do some human analysis before you start approaching influencers</li></ul>Even then...<br />
  58. 58. Now you’ve found your influencers, what next?<br />
  59. 59. Listen with care<br />- Read everything they have written<br />- Read their audience’s comments<br />
  60. 60. Take a light approach<br />- Comment on appropriate posts<br />- Try contacting offline or meeting face to face<br />- Be authentic<br />- Be clear – What’s in it for them?<br />
  61. 61. Learn more from the detailed report...<br />Click the icon to download the report<br />Or visit:<br />
  62. 62. <ul><li> We’re a social media agency
  63. 63. We offer software, strategy and support to help </li></ul> companies be social<br />About us<br />
  64. 64.<br />
  65. 65. Baby food:<br />American football:<br />Obama with crowd:<br />White feather:<br />Diving:<br />Other images:<br />Image credits<br />

Editor's Notes

  • So – onto the project.Tested 8 of the leading social media monitoring tools for their ability to find influencers for the topic of baby food.Search ran for 1 month across all tools
  • They set up the query for you and have analysts on hand to sort the wheat from the chaff and remove spam. This can be tremendously helpful if you don;t have analyst resource in house and indeed its something to think about when choosing a tool. What will work for you?Synthesio – Best integration of features/interactivity of tools/user experience/ - they covered all bases with the tools. influencers, verbatim, communities – they all covered different aspects and gave a fuller picture. Best facebook – synthesio – they had the most relevant facebook results. “Bubble” diagram – the “Communites” tab of the dashboard– when synthesio crawl the web they index all the websites they find and they put into self-made categories that relate to topics discussed on the social web. Baby food is most discussed in the category of “Agrifood and Gastronomy”.Second screen shot – facebook influencers
  • Radian6 – Best Drill Down – so maAllows you to drill down in to data in several different ways.Range of ways to segment and sort data to enable you to customize the dashboard.Easy to user interface to enhance user experience.ny different ways to drill down
  •  Perfect for giving you an overall view of where your influencers might be located.Allows you to drill down into results to find key information e.g. number of relevant posts.Very well integrated platform with easy to view influencer metrics.Best forum sites of influence – brandwatch – they identified great sites of influence, with very little spam/noise
  • Sysomos – Most exciting feature – twitter authority of people who follow influencersUnique feature include a tool that allows you to see the authority of people who are following influencers on Twitter.Allows you to find both sites of influence as well as individual influencers.Good segmentation of data.
  • Scout Labs – Best Youtube and Images search They  pulled in the most results of all tools for youtube and images. Their results were also relevant – and there were some potential influencers. Gives key insights about influence at a glance, with the ability to also drill down into data.Functions like “key quotes” and “frequently used words” give insight into the online conversations.Simple and inviting user interface that is easy to use.
  • Most user friendly tool – attensity 360 – it was very easy to get to grips with Attensity 360  - Easiest tool to learn – easiest tool to come to grips wihIntegrates metrics well e.g. Klout scoresGives a broad picture about influencers and influence scores.Ability to add customised “user-defined metrics” to influencer search.
  •  Alterian SM2– Best segmentation of data/Best slice and dice – so many ways to zone in on different areas of interest in the dataVery powerful tool which actually is very flexible. But because of that it’s not the easiest tool to learn to use and it might be one for those of you with some good solid analysts in the company. Image 1 – “popularity” is influence score – it shows how many results are in each level of influence. Influence 0-10 with 10 being the most influential. Image 2 – chart shows top domains where influencers reside when it comes to discussions about organic baby food. Drill down capabilities allow you to completely tailor results to focus on a particular site of influence.Easy to compare data.Well presented data with interactive graphs.
  • Social Radar – Best Features Visualiser Top Sources Tool – really great for allowing you to see the flow of information between potential influencers/and influencers. Allows you to see who influencers like/respect their opinion. Gives a broad overview of what conversations are taking place about your topic. Allows you to view the relationships between different sources of influence on the web using their infographic style “Visualizer” tool
  • Peer Index – The One to watch – their tool looks promising. It’s based on the authority you have in a particular topic and uses the data primarily from twitter, linked in and facebook. Right now they’re only focused on twitter, but when they expand to other channels it should be very exciting.
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