This document discusses how to identify influential social media users, or "influencers", to help market products and brands. It defines what makes someone an influencer based on their reach, resonance, and relevance on social platforms. It also provides examples of how analyzing influencers helped a consumer tech company influence other influencers, a CPG company amplify a celebrity's message, and a mobile tech company find the right celebrity ambassador. The key is balancing an influencer's social impact with the cost of their endorsement.

1. Influencers
Finding the fans that work for you
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2. A little about me…
Preeti Nadgar
 Strategic Account Director, Networked Insights
 I heart CPG & Retail
 Marketing Curious
 Communications Planner by Day
 Naperville Mom by Night
 I Speak Seven Languages
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3. The SocialSense Platform
A Marketing Decision Platform To
Optimize Your Marketing Strategy
Dashboard Analytics Professional Services Sync Suite
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4. Top 50 Most Innovative Company
The Forrester Wave™: Enterprise
Listening Platforms, Q2 2012”
Venture-backed
Our Endorsers
Innovative, Ranked, Backed
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4

5. SOCIAL
INFLUENCERS
ANALYSIS
How to use the consumer
affinity graph to find them
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6. #fact
1 Everyone has heard of influencers
2 There are different interpretations of what
influencers mean
3 Identifying influencers is not where smart
marketers stop
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7. BREAK THE BLACK BOX…
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8. DEFINING AN INFLUENCER
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9. SPHERE OF INFLUENCE
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10. CREDIBILITY
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11. AMPLIFICATION
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12. Building a Model for Influencers
1 Reach
Size and scale of
2 Resonance
Shared content
3 Relevance
Consumer identified
audience expertise areas
VALUE: Influence VALUE: Amplification VALUE: Credibility
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13. Anatomy of a Twitter influencer
1 Reach: Size and scale of fan
audience.
Driving awareness for content
and brand with social fan
following
2 Relevance: Importance and
thought leadership in the
consumer tech space.
Content based
segmentation implies that
fans are listening and
consuming content when it
is relevant to them
3 Resonance: Retweets,
. comments and shares of
influencer’s posts. Content
4 Ripple: Secondary reach - are those sharing via modified tweets,
engaging with the content increasing the retweets and shares
influencer's reach? The content ripples increases passalong
(goes viral?) through the social space
organically - Results in earned impressions
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14. Case Studies
Leveraging the power of influencers
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15. Consumer tech: Influencing the Influencers
The Ask:
Rank the influencers identified by PR
agency partners. Strategic difference
Influentials versus Influencers
NI Approach:
An exercise of validation and discovery. Model
the reach, resonance and relevance of
preselected influencers and discover new
targets the PR agency may not have been able
to see. Define channel and content strategies.
The Result:
Prioritization of key influencers and new targets that will spread the gospel of a
new release.
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16. CPG: Amplifying the message
The Ask:
A major celebrity is contracted to three paid
tweets for a campaign; what now?
Strategic difference
Real-time Optimization
NI Approach:
Identify celebrity’s social ripple, and
understand the likelihood to interact
regarding the campaign)
The Result:
Earned conversations generating over 1MM
impressions for an in-store campaign
featuring a major celebrity
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17. Mobile Tech: Finding the right ambassador
The Ask:
Among a list of pre-identified targets, determine
which celebrity spokesperson would give the best
“bang for the buck”
Strategic difference
Celebrity ROI
NI Approach:
Balance cost of celebrity with their resonance
with everyday consumers in the social space
The Result:
Identification of a celebrity spokesperson
whose endorsement would resonate with
consumers and extend beyond traditional
TV reach
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18. Me
Us
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