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We’re All Adults,
Let’s Make Good Decisions
The Power Of Who and One Strategy For How To Make The Right Decision
Andrew Dawson Phil Newland
Creative Technologist Public Affairs Specialist
The largest agency

in Greater China,

India and Europe
100+ Offices
26 Countries 

3,000+ Staff
This Is Archie, My Boss
His Twitter Handle is
@DASMART
Send Him A Tweet!
INFLUENCER MARKETING 101
Not Sure/ Don't Know
Stay The Same
Decrease
Increase 48%
4%
23%
25%
How is your influencer marketing budget
going to change in 2017?
https://www.emarketer.com/Article/Marketers-Boost-Influencer-Budgets-2017/10148
YOU’RE AN EXPERT NOW
SO WE NEED YOUR HELP.
PHIL’S BAILING ON PR
AND GETTING INTO GRANOLA
HOW CAN WE CHOOSE HIS
INFLUENCERS?
TRADITIONAL INFLUENCER ID
@SheHatesGluten
Top Granola Blogger
Top Mentions Within
Conversation
Will Charge You a billion dollars
THE INFLUENCER SUM OF ALL FEARS
10 Days
Later
10 Days
Later
This is my wife
@TallulahAlexandra
Just a reminder
@TallulahAlexandra
InMyBowl.com
SPEAKING OF IMPACTFUL
INFLUENCERS!
CORRECT WITH 

OVERLAP INFLUENCERS
1 QUERY
THE TOPIC
2 FIND
THE VOICES
3 QUERY
THE VOICES
4 CLUSTER
THEIR INTEREST
5 QUERY
THE CLUSTERS
6 PINPOINT
VOICES
7 ENGAGE
OVERLAP
EARN YOUR BADGE

QUERY THE TOPIC
• You brand
• Competitor brands
• Links to key sites
• Conversational keywords
• Hashtags
• Subject matter experts
EARN YOUR BADGE

FIND THE VOICES
• Consumers
• Advocates
• Competitors
• Journalists
• Influencers
• Employees
EARN YOUR BADGE

QUERY THE VOICES
Abandon the What
Embrace the Who
author:
EARN YOUR BADGE

CLUSTER THEIR INTEREST
• What are they talking about?
• Who are they mentioning?
• What sites are they sharing?
• What words are they using?
• What’s their demographic
breakdown?
EARN YOUR BADGE

QUERY THE CLUSTERS
Forget what I said about
abandoning the What,
Go Back to the What
EARN YOUR BADGE

PINPOINT VOICES
JK, JK, Abandon the What
Embrace the Who
EARN YOUR BADGE 

ENGAGE COVERTLY
Meet @ForrestShearer
Active in customer segment
No Granola Partners
Snowboarder
Lives In Colorado
31.K Followers
BUT WE ARE FROM DC

DID YOU KNOW THERE WAS AN ELECTION?
New car launch for millennials
International tariffs on import of
muffler securing bracket screws
Cool it, we’re not
going there
Philswagen
VOICES ARE IMPACTFUL 

NOT NECESSARILY LOUD
-Politico
Reporter
-Covers Trade
-150 Followers
-Hill Staffer
-Negative On
Issue
-High Volume
Mentions
-Think Tank
Expert
-Written Three
Whitepapers
-Authors on
Trade Forums
NOW HERE’S A REAL PERSON
This Is Jennifer
Works at Politico
Covered Congress for 10+ years
Transportation subject matter expert
Not verified
Doesn’t have a huge following
Low engagement rate
IF YOU REMEMBER ANYTHING TODAY…
1.If WE don’t so something influencers will
be the new display ads.
2.Overlap influencers are MORE impactful
3.You can’t buy influencers in Washington DC
4.Brandwatch’s environment is malleable
MAKE SURE YOU COME SAY HI
Andrew
Phil
(he has a beard now)
Our Team

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We’re All Adults, Let’s Make Good Decisions

  • 1. We’re All Adults, Let’s Make Good Decisions The Power Of Who and One Strategy For How To Make The Right Decision Andrew Dawson Phil Newland Creative Technologist Public Affairs Specialist
  • 2. The largest agency
 in Greater China,
 India and Europe 100+ Offices 26 Countries 
 3,000+ Staff
  • 3. This Is Archie, My Boss His Twitter Handle is @DASMART Send Him A Tweet! INFLUENCER MARKETING 101
  • 4. Not Sure/ Don't Know Stay The Same Decrease Increase 48% 4% 23% 25% How is your influencer marketing budget going to change in 2017? https://www.emarketer.com/Article/Marketers-Boost-Influencer-Budgets-2017/10148
  • 5. YOU’RE AN EXPERT NOW SO WE NEED YOUR HELP. PHIL’S BAILING ON PR AND GETTING INTO GRANOLA HOW CAN WE CHOOSE HIS INFLUENCERS?
  • 6. TRADITIONAL INFLUENCER ID @SheHatesGluten Top Granola Blogger Top Mentions Within Conversation Will Charge You a billion dollars
  • 7. THE INFLUENCER SUM OF ALL FEARS 10 Days Later 10 Days Later
  • 8. This is my wife @TallulahAlexandra Just a reminder @TallulahAlexandra InMyBowl.com SPEAKING OF IMPACTFUL INFLUENCERS!
  • 9. CORRECT WITH 
 OVERLAP INFLUENCERS 1 QUERY THE TOPIC 2 FIND THE VOICES 3 QUERY THE VOICES 4 CLUSTER THEIR INTEREST 5 QUERY THE CLUSTERS 6 PINPOINT VOICES 7 ENGAGE OVERLAP
  • 10. EARN YOUR BADGE
 QUERY THE TOPIC • You brand • Competitor brands • Links to key sites • Conversational keywords • Hashtags • Subject matter experts
  • 11. EARN YOUR BADGE
 FIND THE VOICES • Consumers • Advocates • Competitors • Journalists • Influencers • Employees
  • 12. EARN YOUR BADGE
 QUERY THE VOICES Abandon the What Embrace the Who author:
  • 13. EARN YOUR BADGE
 CLUSTER THEIR INTEREST • What are they talking about? • Who are they mentioning? • What sites are they sharing? • What words are they using? • What’s their demographic breakdown?
  • 14. EARN YOUR BADGE
 QUERY THE CLUSTERS Forget what I said about abandoning the What, Go Back to the What
  • 15. EARN YOUR BADGE
 PINPOINT VOICES JK, JK, Abandon the What Embrace the Who
  • 16. EARN YOUR BADGE 
 ENGAGE COVERTLY Meet @ForrestShearer Active in customer segment No Granola Partners Snowboarder Lives In Colorado 31.K Followers
  • 17. BUT WE ARE FROM DC
 DID YOU KNOW THERE WAS AN ELECTION? New car launch for millennials International tariffs on import of muffler securing bracket screws Cool it, we’re not going there Philswagen
  • 18. VOICES ARE IMPACTFUL 
 NOT NECESSARILY LOUD -Politico Reporter -Covers Trade -150 Followers -Hill Staffer -Negative On Issue -High Volume Mentions -Think Tank Expert -Written Three Whitepapers -Authors on Trade Forums
  • 19. NOW HERE’S A REAL PERSON This Is Jennifer Works at Politico Covered Congress for 10+ years Transportation subject matter expert Not verified Doesn’t have a huge following Low engagement rate
  • 20. IF YOU REMEMBER ANYTHING TODAY… 1.If WE don’t so something influencers will be the new display ads. 2.Overlap influencers are MORE impactful 3.You can’t buy influencers in Washington DC 4.Brandwatch’s environment is malleable
  • 21. MAKE SURE YOU COME SAY HI Andrew Phil (he has a beard now) Our Team