How to identify and quantify your influencers online
Published on November 5th, 2010 by Sheldon Levine
This week was interesting as I had to fly solo to moderate the #smmeasure chat, but I think I handled it. A big thank you to everyone who participated — it’s really you guys that make this chat informative and successful.
This week we focused on questions revolving around influence, a topic suggested by Greg Meyer of Gist. We talked about everything from where you find influencers to how to engage them. If you weren’t able to join us this time around, here’s the full transcript. So, without further ado, here’s the recap:
#smmeasure chat #15 recap
Q1: How do you identify your influencers online? (ex: lots of firms use listening tools like Sysomos)
- @40deuce: “I personally use @Sysomos software to help identify who talks the most about certain subjects and/or brands. How about you?”
- @KaryD: “Research the spaces to id who is talking about you/your brand/etc; find those doing so frequently, analyze their networks”
- @addy_dren: “Clearly define the topic and the keywords then do a research to see how many people engage in this topic. Later come tools”
- @ana_adi: “for the research projects I worked on, I used a variety of monitoring tools – twentyfeet, tweetdeck, whatthehashtag, trendistic”
- @KaryD: “I use Klout & others. One thing that I find difficult w/klout is that acts are not all graded at same point in time.”
- @sabrina_scott: “Depends on the size of comp. Easy for larger comps to use monitoring services ($) but if smaller, need to know your audience”
- @ana_adi: “The tools I use depend on what I want to track/monitor/measure. I like 2 compare results as algorithms differ”
Q2: Once you identify your influencers, how do you engage with them and amplify their message? (ex: email them, talk to them on FB and Twitter, RT, feature in blog posts, etc.)
- @ana_adi: “I suggest you listen first before you engage. see what makes them tick. answer to what they post. Build a relationship”
- @inspiredtrain: “Good Q. ‘Gently’. I like to try to be friendly and subtle! a ‘like’ is a good start, a RT too. a RT with a q added helps”
- @addy_dren: “It depends on their preferred channel of communication. Do a bit of research and see how they prefer to be reached”
- @KaryD: “Determine what you have that they need, and give them something that will make them look/feel great if they share it”
- @casiestewart: “build relationships. i get contacted all the time but people who i have relationships w/ I’m more likely to talk about.”
- @addy_dren: “After the research, build relationships. Give before you get. Help them before you ask for their help”
- @MichaelNus: “If you build it, they will come. Make an event, give incentive, personal email/DM with link back to salient content”
- @KaryD: “It’s about giving your influencers the power to do what they want with the info/message you share with them.”
- @casiestewart: “make friends on twitter, ask opinions. comment on my blog on other posts not related to just what they are selling”
- @inspiredtrain: “Building relationships online is the same as IRL. Start as if you are not looking to sell them anything.”
- @sabrina_scott: “Sometimes – like in real life, sometimes it’s helpful to have an introduction, vouching for someone is valuable”
- @theelusivefish: “Relationship does not always = warm fuzzy hugs. It is alright to have a relationship based on that of vendor and purchaser.”
Q3: How do you quantify whether the influencers reinforce or benefit your brand? (individual mentions/reach, or specific results)
- @MichaelNus: “you can use socialmention.com or just check their blogs/tweet streams”
- @addy_dren: “Again it depends on your goals. If you just want awareness then mentions and reach are ok. But participation/buying is harder”
- @theelusivefish: “specific results is always best. If influencer says Brand X rocks, and avg joe says ‘wow thx influencer, I’ll get X’ then +1.”
- @inspiredtrain: “When you set your goals and strategy, you should quantify what will be a ‘success’”
- @ana_adi: “I agree. Can’t measure, nor calculate ROI if you don’t know what you want. Objectives dictate measurement”
@djwald: “Length of relationship. Wagon jumpers may not be as valuable as
- long term ‘friends’”
- @meganberry: “I’d just say be careful when setting metrics of success. E.g. if you use follower count, may not meet business goals”
Q4: Are you satisfied with these results and what questions do you feel are not answered?
- @laurenonizzle: “I’d like to find legit influencers in TO. Many people present themselves as influential, but results show otherwise.”
- @shawnhawaii: “timing of engagement is important 2, dont gain as much if amplification (by others) is during low vol. time”
Q5: If you didn’t have to quantify the ROI, how would you engage with these influencers?
- @KaryD: “If we didn’t have to quantify ROI, would we still have our jobs/clients?”
- @40deuce: “@KaryD haha. Depends what type of business you’re in I suppose”
Along side these great questions we had some people discussing good tools for measuring influence. One of our kind participants, @ana_adi, offered to start putting together a list of these tools and we will share them with you all once we have it.
Check back here every Friday for chat recaps and transcripts. Join the Marketwire Facebook page to get #smmeasure weekly topics. If you have any questions for the community, tweet @smmeasure or @marketwire or send me an email nshin[at]marketwire.com.
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