scrm cloud - how to identify & monitor your brand influencers

We help brands listen, analyse & engage in social conversations using world-class technologies and

expertise consultancy.

Business cases & opportunities

People talking about brands online opens up for new business opportunities that did not exist before the rise of social media.

It’s what customers post on social media that creates the opportunity. Typical use cases includes:

● Identify & monitor brand influencers● Customer service outreach● Search for sales leads● Identify industry & product trends● Monitor competition for competitive advantage

How to identify and monitor your brand influencers.

Enterprise-class social media monitoring & analytics technology

The SCRM Cloud is using state-of-the-art enterprise-class technology from Brighton based Brandwatch.

● Advanced query writing● Comprehensive list of data sources● Big data management● Built-in reporting & analytics features

Steps for successfully identifying online brand influencers

1. Write a good search query2. Filter out noise3. Select metrics for identifying brand

influencers4. Read & analyse mentions data5. Identify business opportunities

Write a good search query

We want to search for Krug mentions related to the Champagne brand but we’re not interested in spammy forums selling fake Louis Vuitton bags.

(krug NEAR/20 champagne) NOT (outlet OR handbag* OR watch* OR sale)

Query only searches for “krug” within 20 words of Champagne and excludes mentions having outlet, handbag, watch or sale in it.

Krug Champagne social media key stats

September 2013

393 Mentions

274 Influencers

160K Reach

Metrics to identify brand influencers

● #Number of unique mentions posted over time

● Estimated reach score

Channel focus, Twitter

Large follower base, but without a context are they really “influential”?

Less followers but tweeting with context = influence

To scale their online mention audience, Krug need to leverage on the people authoring brand mentions.

Most influential people across channels in August 2013

Same list of influencers over the year

Opportunity: Incentivise people to stay influencers over a longer period of time

Opportunity: Invite senior tripadvisor contributor “Christina S” to the online Krug Lovers community.

Opportunity: Thomas, Technology-savvy chef from Switzerland.

How can you incentivise him to share more Krug branded content?

Opportunity: How about catering for people like Drew hosting their own private house parties?

#KrugKitchenChezMoi (?!)

About Joakim Nilsson

Joakim Nilsson is an Ex. Head of Social Media at one of Europe’s largest iGaming groups turned Entrepreneur. He’s now heading up the SCRM Cloud as Social CRM Strategist.

Twitter. @JoakimNilssonBlog. Joakimnilsson.com

LinkedIn. linkedin.com/in/joakimnilsson

Scrmcloud.com