A 4-Step Guide to Finding Your InfluencersJune 24, 2015
If you want to put your Social Media marketing into overdrive, you must learn how to leverage influencer marketing. Yes, I said it. Influencer marketing is a MUST for businesses large and small. Think of influencers as your spokespeople. They are the authentic fans of your brand who truly believe in what you have to offer and they want their fans to believe in you as well.
A whopping 84% of consumers say they either completely or somewhat trust recommendations from family and friends about products – making these recommendations the information source ranked highest for trustworthiness. [Nielson].
Therefore, there’s no question social advocacy and influencers help build credibility and credibility brings businesses and communities together. Remember, Rome wasn’t built in a day. It DOES take time, and takes a village – and influencers are a part of your village.
I recently wrote a blog showcasing the power of infuencer marketing based on our own first-hand experience. Now I want to help you understand the benefits of influencers. In 5 steps, I will show you HOW to identify and rank your top influencers using Zoomph’s platform and ZPoints®.
Step 1. Create Your Influencer Feed
When looking for influencers, you’ll want to know WHO on social (Twitter-specific in this example) is talking about certain topics that align to your needs. So, when you begin creating your Zoomph feed, enter all the #hashtags, @handles, terms, keywords and exact phrases relative to your brand. You can also add specific terms based on geo-location. This means you will pull in content within a certain location. This feature is perfect for SMBs. For example, a coffee shop in Virgina can setup a feed focusing on coffee search terms. By setting a geo-fence around Virginia they’ll be targeting the PERFECT audience and will find influencers in locations that matter to them. Make sense? Good! Now let’s get into creating your influencer feed. First stop? Entering search terms (Twitter for this example)!
Step 2: Let Your Influencer Feed ‘Marinate’
Once you’ve set your search terms, capacity (AKA – the amount of social posts you want to collect) and have saved your feed, you must let your feed start pulling in your ‘NOW’ data. Because Zoomph is a real-time marketing platform it will instantaneously start collecting content. BUT – in order to determine your biggest influencers, you’ll need time. Like a good steak, let it marinate and come back to it in the AM. For Zoomph purposes, I look at my feeds 2x/week.
Step 3: Sort Influencers by ZPoints ®
Ok, so now that you’ve let your feed marinate for some time, let’s take a look at WHO is talking about your search terms and brand, and, HOW much influence they actually have.
3a.Use Moderation to Sort & Tag Influencers
In moderation, you can filter by ZPoints®. You’ll want to filter from greatest > least. This will show you the tweets that generated the most engagement as well as the authors. For example, I know now @SMExaminer, @BradParler and @VincenzoLandino have influence around the Zoomph brand and the keywords that matter to us.
3b.Tag Influencers to Sort-Through Chaos
You’ve worked hard finding relevant Social Media data, so cutting through the chaos is the next step. Once you have filtered and determined who you want to start cultivating relationships with, you must tag them as ‘Influencers’ (you’ll have to create the tag name under “Tag As” first, FYI):
- Mark/check the box next to the authors and content you want recognized as influential,
- Click on the Tag drop-down menu
- Click on the tag you created, and then
- Hit ‘apply
BAM! You’ve just organized all your influencers. Congratulations! Now, as you continue to collect real-time content from these influencers and many more, just add the influencer tag and you’ll have a clean, updated list.
Pro-Tip – One additional step I take, is creating a list on Twitter when I start engaging with our influencers. This way, I have lists built out on two of my favorite platforms and can engage quickly.
3c. View Influencers
After tagging all of your influencers, you can view them all by applying the ‘influencer’ tag under the filtering options. I use this when I want to spend time engaging with the right people without getting lost amongst content that doesn’t apply to my needs.
Step 4. Begin Engaging with Influencers
When you’re ready to engage, choose the post and author you want to respond to, click on the 3 dots under the notify button(see below) and pick your poison. You can favorite, retweet and reply all within the platform.
Pro-Tip: First time chatting with the author? We recommend offering a ‘thanks’ for the mention/retweet, etc. Open-ended questions or questions relating to what’s in their Twitter profile always help the conversation continue as well.
What Are Your Goals?
Brands need to create an influencer marketing campaign that suits their needs, their community’s needs AND allows them to stay above the social noise. Engaging and responding to tweets are just the tip of the iceberg when it comes to influencer marketing. When developing a campaign, keep in mind your mission, goals and use the S.M.A.R.T. approach when defining your objectives. Our approach? Be authentic. Therefore, before you start engaging, make sure you understand WHAT you’re trying to do.
Need inspo? Forbes has a great list of influencer marketing campaigns here.