Influencer marketing budgets are on the rise. It’s important to choose the right influencer for your brand to get the best value in today’s crowded market. Rethink the traditional model. Brandwatch as an influencer identification platform. How to get more value from the platform by identifying influencers for global consumer brands and targeted public affairs campaigns in DC.

1. We’re All Adults,
Let’s Make Good Decisions
The Power Of Who and One Strategy For How To Make The Right Decision
Andrew Dawson Phil Newland
Creative Technologist Public Affairs Specialist

2. The largest agency
in Greater China,
India and Europe
100+ Offices
26 Countries
3,000+ Staff

3. This Is Archie, My Boss
His Twitter Handle is
@DASMART
Send Him A Tweet!
INFLUENCER MARKETING 101

4. Not Sure/ Don't Know
Stay The Same
Decrease
Increase 48%
4%
23%
25%
How is your influencer marketing budget
going to change in 2017?
https://www.emarketer.com/Article/Marketers-Boost-Influencer-Budgets-2017/10148

5. YOU’RE AN EXPERT NOW
SO WE NEED YOUR HELP.
PHIL’S BAILING ON PR
AND GETTING INTO GRANOLA
HOW CAN WE CHOOSE HIS
INFLUENCERS?

6. TRADITIONAL INFLUENCER ID
@SheHatesGluten
Top Granola Blogger
Top Mentions Within
Conversation
Will Charge You a billion dollars

7. THE INFLUENCER SUM OF ALL FEARS
10 Days
Later
10 Days
Later

8. This is my wife
@TallulahAlexandra
Just a reminder
@TallulahAlexandra
InMyBowl.com
SPEAKING OF IMPACTFUL
INFLUENCERS!

9. CORRECT WITH
OVERLAP INFLUENCERS
1 QUERY
THE TOPIC
2 FIND
THE VOICES
3 QUERY
THE VOICES
4 CLUSTER
THEIR INTEREST
5 QUERY
THE CLUSTERS
6 PINPOINT
VOICES
7 ENGAGE
OVERLAP

10. EARN YOUR BADGE
QUERY THE TOPIC
• You brand
• Competitor brands
• Links to key sites
• Conversational keywords
• Hashtags
• Subject matter experts

11. EARN YOUR BADGE
FIND THE VOICES
• Consumers
• Advocates
• Competitors
• Journalists
• Influencers
• Employees

12. EARN YOUR BADGE
QUERY THE VOICES
Abandon the What
Embrace the Who
author:

13. EARN YOUR BADGE
CLUSTER THEIR INTEREST
• What are they talking about?
• Who are they mentioning?
• What sites are they sharing?
• What words are they using?
• What’s their demographic
breakdown?

14. EARN YOUR BADGE
QUERY THE CLUSTERS
Forget what I said about
abandoning the What,
Go Back to the What

15. EARN YOUR BADGE
PINPOINT VOICES
JK, JK, Abandon the What
Embrace the Who

16. EARN YOUR BADGE
ENGAGE COVERTLY
Meet @ForrestShearer
Active in customer segment
No Granola Partners
Snowboarder
Lives In Colorado
31.K Followers

17. BUT WE ARE FROM DC
DID YOU KNOW THERE WAS AN ELECTION?
New car launch for millennials
International tariffs on import of
muffler securing bracket screws
Cool it, we’re not
going there
Philswagen

18. VOICES ARE IMPACTFUL
NOT NECESSARILY LOUD
-Politico
Reporter
-Covers Trade
-150 Followers
-Hill Staffer
-Negative On
Issue
-High Volume
Mentions
-Think Tank
Expert
-Written Three
Whitepapers
-Authors on
Trade Forums

19. NOW HERE’S A REAL PERSON
This Is Jennifer
Works at Politico
Covered Congress for 10+ years
Transportation subject matter expert
Not verified
Doesn’t have a huge following
Low engagement rate

20. IF YOU REMEMBER ANYTHING TODAY…
1.If WE don’t so something influencers will
be the new display ads.
2.Overlap influencers are MORE impactful
3.You can’t buy influencers in Washington DC
4.Brandwatch’s environment is malleable

21. MAKE SURE YOU COME SAY HI
Andrew
Phil
(he has a beard now)
Our Team