How to sort the influencers from the inconsequentials
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How to
sort the influencers
from the inconsequentials
Q. Who is Matt Granfield? A. Digital Strategist/Marketing Writer/Entrepreneur
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We help brands find their key influencers.
What is a key influencer?
Someone with the power to spread the word about your brand...
“70% of Internet users in Australia visited a social networking site in June 2009, up 29% from 2008...”
Source: Comscore, http://www.comscore.com/Press_Events/Press_Releases/2009/8/2_Million_More_Australians_Go_Social_in_2009
That’s about 11 million people
Problem: New cafe, needs business (sales)
Key Influencers: Coffee Lovers, Vocal Early Tech Adopters, Business Leaders, Local Press
Results...
Problem: Negative Word of Mouth
Key Influencers: Parents
Solution: Find the most talkative customers AND the most vocal hecklers and get them talking in a controlled environment...
Solution: Don’t just get the people who talk the most, find the ones who have the highest SOCIAL AUTHORITY
Result: Enrolments up 15% Result: Negative word of mouth down
Result: Actual
positive sentiment!
Problem: Breaka isn’t cool, seen as a school drink Key Influencers: The cool kids, school leavers
Strategy: Put on a pool party/rock concert outside school hours and make the brand cool by association
Step One: Find a cool band (and convince the client they’re cool)
Step Two: Find some cool kids (because if we get all the cool kids to come, they’ll tell all their friends how cool Breaka is)
S
Used Dialogix to find 14-17 year-olds in Qld with high social authority who mentioned the
client OR competitors in last three months
Went back to Dialogix and used it to filter applicants who gave us their social network details
Results?
Breaka Poolies Website - Top 10 Referring Websites
myspace.comgoogleads.g.doubleclick.net
facebook.com
twi6er.comnova1069.com.au
ozbargain.com.au
profile.myspace.comyveskleinblue.com
dew‐process.com
So did you sell more flavoured milk?
It’s too early to tell!
But I’ll keep you posted! Go to mattgranfield.com and you’ll
find links to my blog...
Hmm. OK cool...
But if you haven’t got a tool that calculates social authority like Dialogix*, what other tools can you use?
*(Shameless plug – it only costs $150 a month for the basic service, which includes social authority ranking)
If you haven’t got a tool that calculates social authority look for these things:
• Use Twitter Search (search.twitter.com)to find mention of your brand, industry and competitors • And then use ReTweetRank (retweetrank.com) to see how often the people who are talking about you get ‘Re-Tweeted’
If you haven’t got a tool that calculates social authority look for these things:
• A blog with lots of comments and a high rating in Google Reader • Well-established forum profiles and high rankings • A MySpace page with lots of comments • Lots of results when you Google their name
If you haven’t got a tool that calculates social authority look for these things:
• Lots of Facebook friends • They created Facebook events that people attend (they need to be fans of your Facebook Business Page before you can see this) • Other signs that they not only have lots of friends, but can actually call their friends to action
Summary
Twitter searches for people talking about
brand, products, competitors and region
Engage, be friends, give advice; mix with
traditional PR
Sales
Summary
Twitter searches for people talking about
brand, products, competitors and region
Engage, be friends, give advice; mix with
traditional PR
Found forums where people were doing the talking and engaged community leaders
Created own space where the dialogue could be controlled
Less negative chat, more positive WOM
Sales
Summary
Twitter searches for people talking about
brand, products, competitors and region
Engage, be friends, give advice; mix with
traditional PR
Found forums where people were doing the talking and engaged community leaders
Created own space where the dialogue could be controlled
Created a cool event to attract the key
influencers
Key influencers start befriending the brand
Sales Less negative chat, more positive WOM
Greater awareness
More Information?
www.dpdialogue.com.au www.dialogix.com.au @mattgranfield
IMAGE CREDITS
[All photos were sourced from Flickr with thanks to Compfight. All images are used under the terms of a Creative Commons licence. Photographer Credits:
kalandrakas; hans s; Aaron Escobar; MsBlueSky; Falling Heavens; Jay Dugger; Jacob Bøtter; Vincent Boiteau;
World Economic Forum; teamstickergiant; Libertinus; kimba; Jeb Ro; K.Coles; erin MC hammer; Torley]
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