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 How to identify online influencersA review of nine social media monitoring tools<br />
Influence is...<br />... the ability to shape <br />thoughts, perceptions or behaviour<br />
Every year, 500 billion consumer opinions are shared online<br />Source: http://www.forrester.com/rb/research<br />
These opinions are having an<br />impact<br />on purchase decisions<br />
...making the people who write them influential<br />
This report will help you find your influencers<br />
So you can get the biggest bang for your social buck<br />
So, how do you spot an influencer?<br />
Popularity is an obvious indicator<br />
...but it only tells part of the story<br />
To be influential, a person needs expertise in a specific subject, field or sector<br />
…and an audience who are receptive to their influence<br />
(BTW, it turns out your Facebookrelationship status betrays your susceptibility to influence)<br />Susceptibility to influ...
“Influence is a tricky word. Are the people who talk the most the influencers? Are the people who talk to the most people ...
So, how do you find influencers online?You could...<br /><ul><li> Count Twitter followers
 Measure Facebook Likes
 Look for high Google pageranks
 Check comment volume on blog posts
 Spend lots of time in relevant forums</li></li></ul><li>...but make sure you’re finding influencers you can actually enga...
Hard work, right?<br />
It’s not a perfect science but social media monitoring tools are getting much better at finding the influential needle in ...
So, how did we search for influencers?<br />
We took 9 of the best social media monitoring tools... <br />
...and used them to track down influential mommy bloggers<br />
...who were having conversations about organic baby food.<br />
We ran the tools head to head for 1 month<br />
...scoring them against 6 criteria:<br />
Click for more >><br />
The tools found topic mentions across different social spaces:<br />
Click for more >><br />
So, which tool was the best?<br />
Well, that depends what you’re looking for…<br />
Best user experience…<br />- This was the best tool for finding influencers on Facebook<br />
Best drill down…<br />- This was the best tool for finding influencers on Twitter<br />
Best for finding influencers on forums…<br /><ul><li> Forums are a great place to track down influencers
 Good tools for detailed results analysis</li></li></ul><li>Most exciting feature…<br /><ul><li> View the Twitter authorit...
 And we loved their mapping tool</li></li></ul><li>Best YouTube and images search…<br /><ul><li> Simple, inviting and easy...
 “Key quotes” & “frequently used words” give a quick overview</li></li></ul><li>Easiest tool to learn how to use…<br />- T...
Best segmentation of data…<br /><ul><li>This tool offered many ways to zone in on different data
 Would suit businesses with an analytics team</li></li></ul><li>Best visualization tool…<br /><ul><li> Great way to see th...
 Good broad overview of what conversations are taking place</li></li></ul><li>One to watch…<br /><ul><li> Peer Index ident...
Some great developments in the pipeline for this tool</li></li></ul><li>- Make sure it pulls data from the source you’re i...
- Most of the tools are focused on finding influential websites where you’re likely to find influential people rather than...
Now you’ve found your influencers, what next?<br />
Listen with care<br />- Read everything they have written<br />- Read their audience’s comments<br />
Take a light approach<br />- Comment on appropriate posts<br />- Try contacting offline or meeting face to face<br />- Be ...
Learn more from the detailed report...<br />Click the icon to download the report<br />Or visit: http://www.freshnetworks....
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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.

Veröffentlicht in: Business, Unterhaltung & Humor, Technologie

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: http://www.forrester.com/rb/research<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, http://web.mit.edu/sinana/www/<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 /> (http://www.flickr.com/photos/akc77/3370167184/)<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 />
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35. The tools found topic mentions across different social spaces:<br />
  36. 36. Click for more >><br />
  37. 37.
  38. 38.
  39. 39.
  40. 40.
  41. 41.
  42. 42.
  43. 43.
  44. 44.
  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: http://www.freshnetworks.com/social-media-influencers-2010-webform<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. www.freshnetworks.cominfo@freshnetworks.com<br />
  65. 65. Baby food: http://www.insockmonkeyslippers.com<br />American football: http://www.thecoreinstitute.com<br />Obama with crowd: http://commons.wikimedia.org<br />White feather: http://wallpaper-s.org<br />Diving: http://www.boston.com/bigpicture<br />Other images: http://www.shutterstock.com<br />Image credits<br />

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