Using Social Media Monitoring to Find Influencers

How to Identify an Influencer and Other Top TipsGeorgia Tregear Brandwatch

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A bit about me

© 2013 Brandwatch | www.brandwatch.com

Georgia Tregear

Senior Account Manager

[email protected]

@geeteemagee

3© 2013 Brandwatch | www.brandwatch.com

Impact Score

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Brandwatch Impact Score


Impact is a score we give to mentions, authors and sites that reflects how much the mention, author or site is seen and shared online.

Behind the scenes, the Impact score is comprised of:

Factor A. How much potential a mention has to be seen

Factor B. How much a mention has been viewed, shared or retweeted

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Which Metrics are used?


• We utilise a number of different metrics to calculate the above factors, dependant on the type of post (site, author, mention etc), such as; Kred score, MozRank and Retweets to name a few.

• We then normalise both of these factors to a metric between 1-100 which becomes the Impact score.

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Example


Impact of an Author/Site

We work out the total impact of an Author/Site by averaging the Impact of the mentions from that Author/Site.

Eg:

• An Author creates 3 mentions with Impact scores of; 20, 60 & 80

• The average Impact from these would be 53, which would be the Impact score assigned to the Author.

• This is important because if somebody creates an impactful post (e.g. they get retweeted thousands of times for being "hilarious" or insightful) it doesn't mean that the rest of their tweets are actually impactful/engaged with.


Brandwatch Influencer Use

Case


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Foodie Query


(foodie OR #foodblog OR "food blog" OR "food writer" OR #foodpassion OR #foodreview) AND location:uk


Authors / Top Sites Component

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The two main components to use:



Twitter


Authors Component

Top Tweeters

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Quick Tips


Use the filters

• Filter by location

• Filter by Twitter Type (organisation or individual)

• Sort by relevant Twitter metrics such a number of followers or Retweets

• Sort by Verified Tweeters to find celebrities quickly

• Use Alerts! Go to the mentions component and filter by your author group, scroll to the bottom to attach an alert



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Add Tweeter to an Author List


• Author lists can be used to filter the data by a group of influencers you’re interested

• They can also be used to filter out your own brand and authors you’re not interested in seeing


Blogs


Top Sites Component: Top Blogs

Key Metrics to look at:• Impact Score• MozRank• Visitors per month • Avg. time spent per month

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Quick Tips


Use the filters

• Sort by number of mentions and not just impact to find influencers

• Use the filters to show minimum of MozRank 5 and above

• Investigate for yourself outside of the app

• Create Site Lists as well as Author Lists in case there are more than one contributors to the blog

• Use Alerts! Go to the mentions component, filter by your site list and add an alert (bottom of the filters tab)


Demographics


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What does is show you?


Demographic data about your Twitter audience and the individuals talking about your brand

You’ll now be able to analyse the tweeters within your Query results, both as a group and individually, including their:

• Account type (whether they are an organisation or an individual)

• Gender

• Interests

• Profession

• Location

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But how?!


We have Rules which analyse thousands of names, the language used on the Twitter account and a set number of interests / professions

• The name of the Twitter user eg: Paul or Sarah

• The Twitter bio itself

• The language used by the Twitter user eg: ‘I’ or ‘We’

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Percentages…


Demographics are there as a guide, they can’t be 100% as we cant get enough reliable meta data to offer this yet. Here is a guide to the % of mentions we can classify:

How much are you classifying?

• Account Type ~100%

• Gender ~71%

• Profession (12 categories) ~10-20%

• Interests (22 categories) ~90%

• Location ~100%

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Percentages…


How accurate is the classification?

• Account Type ~91%

• Gender ~97%

• Profession (12 categories) ~91%

• Interests (22 categories) ~90%

• Location ~65%*

*at present if we cant classify location, it defaults to US. This will change in the future releases.


Example


Filters are available across the Brandwatch app

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Demographics Dashboards


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Quick Tips


Use the filters

• Go home and open a demographic dashboard!

• Use the filters

• Keep an eye out for updates and improvements


Key Take Aways

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Top 5 #brandwatchtips


• Decide which metrics are important to you and manipulate your dashboard (save and share!)

• Make use of the filters

• Set up Author Lists and Site Lists

• Attach Alerts to stay on top of what your influencer groups are saying

• Try out Brandwatch Demographics!


Questions?