Social Media: Influencer Research

Influencer
Research
Finding Local
Influencers
 Google Plus
 Twitter
 Facebook
 Klout
 BuzzStream

 If we get influencers to share our posts, we potentially
draw thousands more eyes on our content than otherwise.
 Identifying influencers: We must take into account their
ability and willingness to affect action – not just
achievement of high fan, friend and follower counts.
 Influencers are people who are credible, authoritative
and to some degree popular amongst a community – yet
also effective in being able to inspire action amongst that
community.
 Influence is a form of currency and the only way to get
“influencer status” is to help others do the same.
 Qualify what influence means to your company and the
program. Make it meaningful by establishing relevant
goals, expectations and ways for measuring influencer
contributions in a meaningful way.
Influencers

 Find contacts by looking for who is popular in your niche.
 Warm them up/contact them
 Organize them into a database to keep track
 Ask them all a single question relevant to your niche
 Build the post, including Tweetables, a Cliffs Notes version,
and a custom post feature with all of the participants
 Publish and share (see promotion techniques of the
Giveaway as they are quite similar)
 Communication is required to keep everyone in the loop.
 Expect people to be late with their responses and build in
extra time!
 Keep in mind that outreach thrives on both patience and
perseverance at each of these three stages: recruit,
initialize and grow the relationship, and nurture.
Process

 Work genuinely toward making influencers lives better without
expecting anything in return.
 Build a foundation for joint success. Once you’ve built a mutually
beneficial relationship you can do things to improve the success of
all parties – like send each other business.
 For anyone you’re engaging with, do your research. Study their
content to figure out their views and understand how they
communicate with the community. This will help you decide how
best to work with the individual or business – or if you should work
with them at all!
 Start conversations for conversation-sake, and be a pleasant
communicator. Just like in real life, you may not get an immediate
return from every interaction or friendship, but having more
advocates on your team never hurts.
 Listen more!
 Remember, there is no one good way to start connecting – every
outreach should be tailored to the person and circumstance.
 http://traackr.com/blog/2014/11/social-media-engagement-the-give/
Process

 Aware: Though your influencers may have heard of your company, you
are not on their radar yet. At this stage, you need to raise their awareness
and get them to look you up and acknowledge you.
 Interested: Your goal is to start building a rapport with your influencers,
have them start paying attention to you and your contribution to the
point that you can initiate a dialogue with them; better, them with you.
 Interacted: Though still sporadic, you’ve now entered in a conversation
with your influencers. They know who you are and what you do. You now
need to increase your level and frequency of communication, for it to
become a regular occurrence.
 Engaged: You’re engaged in frequent dialogue with your influencers.
With journalists and analysts, this is where the journey ends as their
profession prevents them from advocating for specific brands; you will
have to become creative to maintain this engagement level over time.
With other influencers, your goal is now to turn these influencers into
advocates for your brand through high touch activities.
 Evangelized: You’ve entered influencer nirvana. You have managed to
turn an influencer into an ally to your brand. For this relationship to last,
you now need to build the foundation for joint success.
Process

Influencer Effectiveness
Trends
http://www.convinceandconvert.com/digital-marketing/influencer-
marketing-for-businesses/
Influencer marketing is
quickly becoming one
of the most important
online marketing
channels. Budgets are
growing fast, and
marketers are seeing
strong returns. The vast
majority of marketers
are generating real
revenue from influencer
marketing, and the top
13% are making $20 or
more for each $1
invested. With returns
like this, budgets will
keep increasing for the
foreseeable future.

Influencer & SEO
Trends
http://www.convinceandconvert.com/digital-marketing/influencer-
marketing-for-businesses/

Request Guest Post
 The influencer does the writing for you,
and therefore is more likely to share the
post.
 You get the long-term organic benefit of
the post, since it is on your website.
 You have 100% control over the terms.
Examples

 Ask for simple opinions. It can be about anything from a new
concept shared by another influencer to a new website or
product.
 Share your own content and ask for feedback. Some
influencers appreciate sharing their technical or business
insights, especially when asked to critique a peer's work.
 Talk about things other than work. Doing so makes it easier for
other people to join the conversation. You might talk about
the recent Grand Slam final or a humanitarian issue receiving
global attention.
 Stay in touch—that's the point.
 Share freebies like you'd share them with a friend. This
approach may not always be helpful for your influencers, but
people love such gestures. Make them feel special.
 Read more:
http://www.marketingprofs.com/articles/2014/25831/how-to-
develop-rapport-with-influencers-via-social-
media#ixzz3aGhOTCuR
Engagement

Follow-ups are crucial, but
don't stalk
 There is no doubt that follow-ups are important, and how you do them is
even more important. Top influencers may not acknowledge your every
mention or tweet, but you must respond when they do.
 It's good practice to make first contact on social networks, as I noted
earlier; after successively deeper levels of interaction over time, you can
take the next level of conversation to email.
 When making contact via email, be clear how you obtained the email
address (if it's not readily available to everyone) and also remind the
person of your social media relationship. If you hear back, great. If you
don't hear back after a couple of attempts, absolutely do not keep
sending emails. Continue your outreach via social media instead.

Read more: http://www.marketingprofs.com/articles/2014/25831/how-to-
develop-rapport-with-influencers-via-social-media#ixzz3aGgwH2q4
Follow-ups

Interviews on Blog
 Having an interview series on your blog once
every week or two is a great way to vary up
your content, while also guaranteeing a
steady stream of influencers and new
relationships to your blog.
 Keep the interview to around 10 questions or
less, and having a standard set of 5, and
saving the other 5 to be unique to your guest.
 As your interview becomes more popular,
you’ll eventually start to garner inbound
requests to be featured.
Guest Bloggers

Sample Email
Guest Blogger Outreach

What Metrics Matter Most For
Influencer Outreach?http://www.growthonfire.com/what-metrics-matter-most-for-influencer-outreach/
 Country Location
 Social Pages: Facebook, Twitter, Pinterest,
Youtube, Google+
 Traffic And Engagement
 SEO Authority: Google Page Rank,
Domain Authority, Moz Trust (Moz’s global
link trust score)
 Article Types
Influencer Info

What Should My Filter Settings Be?
 With all the websites out there, how do you identify
the blogs?
 It can be difficult, but consider the following as
guidelines:
 A Domain Authority between 20 and 50
 A Page Rank between 2 and 4
 Existence of sponsored posts, product reviews, or
giveaways
 Availability of email or contact URL
 These metrics are just high enough to insure quality,
but not so high as to include some of the massive
publications like Forbes, Wiki, and Huffington Post.
Find Influencers

http://searchengineland.com/how-to-find-local-influencers-on-google-plus-
98824
site:plus.google.com blogger "places lived" "orange county"
Google+Finding Local Influencers

https://followerwonk.com/bio/?q=Orange%20County%
2C%20CA%20blogger&q_type=all
Twitter
Find influencers with Followerwonk. Sign up for a Moz Pro
subscription to use Followerwonk's advanced features and gain
access to Moz Analytics and other tools to improve your social
media, SEO, brand, and content marketing efforts.
Finding Local Influencers

http://www.quora.com/How-can-I-find-local-influencers
 Use Facebook to find influencers
 You can try to search for facebook posts in
Google.
 Use this:
 keywords:yourbrandname site:facebook.com
inurl:posts
FacebookFinding Local Influencers

http://www.socialmediaexaminer.com/find-local-facebook-fans/
Take advantage of tools like Klout or Traakr, Google+ Local or
GPlusData.com to determine who the influencers are in your city.
KloutFinding Local Influencers

 Engage with corporate accounts; they're easier to
get a response from
 Provide feedback (including complaints) to
brands
 Engage with corporate posts in which an
author/contributor is mentioned
 Next move on to interacting with influential
individuals
 Use humor to interact with brands and individuals
 Connect LinkedIn, Facebook, and Twitter profiles
to Klout profile
 Note: Updates to score may be infrequent also
read privacy policy.
 http://www.pammarketingnut.com/2011/11/why-
i-deleted-my-klout-profile/
Increasing Klout

 Klout measures five networks: Twitter,
Facebook, LinkedIn, Foursquare and
Google+.
 These are just some of the actions Klout uses
when determining your Klout Score:
 Twitter: Retweets and Mentions
 Facebook: Comments, Wall-Posts, Likes
 Google+: Comments, Reshares, +1
 LinkedIn: Comments, Likes
 Foursquare: Tips – Todo’s and Tips – Done
 Scoring algorithm does not include: YouTube,
Instagram, Tumblr, Blogger, WordPress.com,
Last.fm and Flickr accounts.
Klout Scoring

Finding influencers with Hashtags
 A hashtag tracking tool that helps surface content
and influencers, especially related to events that
are using a hashtag.
 Views include conversations and top content as
well as drill downs for influencers.
 Results can be copied to your clipboard.
 There are also a Newsroom Intelligence and
Audience Intelligence paid tools that do not have
a free trial.
KeyholeFinding Local Influencers

Prospecting Influencers
 Before you can use the tool, you need a list of prospects & contacts in Excel like you
see below.
 Sort the list by those you have emails for, copy & paste the two columns into a new
spreadsheet, and save it as a CSV. I highly suggest you find first names as well, but it’s
not completely necessary (just makes outreach more personal).
http://pointblankseo.com/buzzstream-outreach
Buzzstream

Importing Influencers
 Next, go into Buzzstream and import the CSV you just created in your intended
project’s “People” tab. Choose the “Match My CSV”
Buzzstream

Match Data with Buzz Fields
 Then match up the different columns in your spreadsheet with the Buzzstream value
Buzzstream

Imported Contacts
 Now that you’ve got the contacts in Buzzstream, select the checkbox next to each
(can select all or filter down, then select all)
Buzzstream

Converting Blog Communities to
Influencer Factories
 Existing blogger networks such as TapInfluence and Triberr have
begun to market their communities to businesses as conduits to
potential consumers.
 Triberr, already a successful online community that allows like-
minded bloggers to congregate in digital tribes around specific
topics and share each other’s content in order to increase the
reach of any one member, is now marketing that community of
“mini-celebrities/bloggers” to companies that wish to hire brand
ambassadors. It’s a great channel for bloggers, and a great
option for those seeking to monetize their blogging efforts, but
does that qualify the bloggers as effective influencers of
purchase decisions within a business’s prospect base?
 TapInfluence, originally called BlogFrog, was an online blog
network that allowed visitors to “jump from one blog to
another” to explore their interests and discover new sites. Now
with over 100,000 registered blogs, they’re converting the
network to a pay-for-influence model.
BloggersFinding Local Influencers

 New services such as Traackr and Appinions have
become dominant players in the industry because
their end game isn’t to manufacture influencers
through social scoring schemes but to identify what
truly drives specific consumer actions and
sentiment across social channels, information that is
central to effective influence marketing efforts.
 social relationship management software such as
Nimble and the new oneQube are evolving to
identify and connect the nature of personal
relationships with the content being discussed in
social channels and the net effect of that social
transaction on actual business transactions.
Essentially, they’re providing businesses the ability to
connect social conversations with transactional
and personal data found in typical CRM platforms.
 http://www.senseimarketing.com/bewarethe-
growth-of-influencer-factories/
Other ServicesFinding Local Influencers

http://www.socialmediaexaminer.com/find-local-facebook-fans/
HashtagsFinding Local Influencers

Don't think you can #hashtag
your way to success
 Hashtags have become a social custom, but don't use them too
much—lest you come across as reckless and inexperienced. Learn
hashtags the smart way; turn to your influencers for inspiration:
 Don't write a status (or a Tweet) beginning with a hashtag unless it is
absolutely necessary.
 Focus more on quality rather than quantity: Two or three hashtags,
at most, should be enough to maintain relevancy.
 Keep a close watch on trending topics within your targeted
community and apply hashtags accordingly.
 Don't use long versions of hashtags: e.g.,
#StarbucksSeattleCafeLatteRrocks, #Iknowwhatyoudidlastsummer
and the like. Stick to short and simple.

Read more:
develop-rapport-with-influencers-via-social-media#ixzz3aGdC9Ij0
Hashtags

Abide by good social ethics
and practices with Influencers
 Just because your influencers follow you back on Twitter that
doesn't mean they are your friends now and you can get all
personal with them; resist that urge.
 Another important thing to note: There is a difference between
being polite and being obsequious; your target influencers are
probably subjected to a lot of brown-nosing, so you likely won't
get far with that approach.
 It is, however, a good practice to acknowledge social mentions,
including retweets, with a simple "Thanks"; sometimes, if you can
improvise a clever way of expressing that appreciation, then it
can be a decent way of gaining attention.

Read more:
develop-rapport-with-influencers-via-social-
media#ixzz3aVwboJQU
Social Etiquette

Influencers Rates
 While some bloggers may happily work with you for free, you
likely won’t garner the results you are hoping to achieve. If
you want to guarantee a successful partnership, you have
to offer fair compensation.
 While an A-list influencer is most likely not willing to do a
sponsored post for $300, a newer blogger might gladly do so
and reach the niche audience you are so lusting after.
 Unfortunately, there are no rules when it comes to blogger
rates; influencer marketing is run by zillions of different
bloggers setting their own rates and valuing their services
through their own measures. Most bloggers will have a
media kit ready to go with set rates but since most bloggers
evaluate contracts on a case-by-case basis, their list of
services and rates are often just a starting point for your
campaign.
 Be clear on all the details and requirements before you start
diving into rates. This will give the blogger the full picture of
what you need from her before she’s even able to formulate
an accurate quote.
Paid Influencer

Info-graphic
Influencer marketing is the process
of identifying, researching, engaging
and supporting the people who
create the conversations impacting
your brand, products or services. At
the core of Integrated Marketing
Communications, influencer
marketing aligns PR, marketing, sales
and product around a common
strategy.
Why Focus On Influencer
Marketing?
This year influencer marketing will hit
critical mass. 90% of consumers trust
peer recommendations, and only
33% of consumers trust ads. If you
don’t have an influencer marketing
strategy, you could be missing the
mark.
http://traackr.com/blog/2015/03/infl
uencer-marketing-wave/

Conclusion
http://www.traackr.com/

 74 percent of global marketers say they will use
‘influence marketing’ as part of their marketing
strategy in the next 12 months.”
 The great thing about influencer marketing is that it
can be way less expensive than traditional
marketing yet far more targeted and beneficial in
the long term.
 Treat influencer marketing just as you would any
other form of marketing — it comes at a cost that
yields real results.
 Why should brands invest in influencer programs?
 We all know now that people’s trust in brands has
declined steadily, people don’t trust brands anymore.
If a brand wants to instill trust within an audience,
going via influencers is a good way to do that.’
http://smallbiztrends.com/2015/05/negotiate-for-influencer-
marketing.html
Conclusion

Links/Sources
 http://searchengineland.com/how-to-find-local-
influencers-on-google-plus-98824
 http://www.socialmediaexaminer.com/find-local-
facebook-fans/
 http://maximizesocialbusiness.com/4-ways-incorporate-
influencers-blogging-strategy-19004/
 http://traackr.com/blog/2015/04/7-best-influencer-
marketing-resources/
 http://www.convinceandconvert.com/digital-
marketing/influencer-marketing-for-businesses/
 http://www.toprankblog.com/2015/03/brandividuals-
influencers/
 http://www.toprankblog.com/2014/02/9-influencer-
discovery-tools/

Links/Sources
 http://www.grouphigh.com/
 http://www.marketingprofs.com/articles/2014/25831/how-
to-develop-rapport-with-influencers-via-social-media
 http://blog.klout.com/2011/12/what-does-klout-measure/
 http://maximizesocialbusiness.com/5-signs-companys-blog-
failing-18508/
 http://www.entrepreneur.com/article/238602
 http://smallbiztrends.com/2015/05/negotiate-for-influencer-
marketing.html
 http://traackr.com/blog/2015/05/singapore-steps-up-
influence-marketing/
 http://traackr.com/blog/category/influencer-
marketing/page/2/
 http://traackr.com/blog/2015/01/best-influencer-
marketing-programs-2014/

Links/Sources
 http://traackr.com/blog/2014/12/impacters-ebadeyeri-
wearesocial/
 http://traackr.com/blog/2014/11/social-media-engagement-the-
give/
 http://www.senseimarketing.com/visual-influencer-marketing-is-on-
the-rise-but-is-it-worth-the-investment/
 http://www.senseimarketing.com/sony-finds-influencers-among-
friends-not-social-celebrities/
 http://www.senseimarketing.com/opinion-is-the-new-black-in-
influence-marketing/
 http://www.senseimarketing.com/bewarethe-growth-of-influencer-
factories/
 http://www.pammarketingnut.com/2011/11/why-i-deleted-my-
klout-profile/
 http://readwrite.com/2011/10/28/17-alternatives-to-klout
 http://www.wikiweb.com/find-link-prospects-outreach/
 http://www.buzzstream.com/blog/category/influencer-outreach
 http://pamsahota.com/tag/buzzstream/

Social Media: Influencer Research

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