Beauty brands : how to create your influence map. The Biotherm case study

A COMPANY

A PRODUCT TO LAUNCH

AN EVENT

SHOPPING LIST

INGREDIENTS

INSTRUCTIONS

STEP 1 - Mindmap

STEP 2 - Logical operators

STEP 3 - Filters

STEP 4 – Choice of influencers

PEN PIECE OF PAPER

TOTAL TIME: 3 MONTHS

(minimum)

LEVEL: Easy

HOW TO CREATE A GOOD INFLUENCE MAP

MY INGREDIENTS

1 2 3

A COMPANY 1

• Balm-in-gel texture

• 48H deep hydratation

• Seasonal dry skin formula

• Extra nourishing Ceramide 5

• Protective to survive winter

2 A PRODUCT

3 AN EVENT

STEP BY STEP RECIPE

1 LOGICAL

OPERATORS

FILTERS MINDMAP INFLUENCERS

2 3 4

SKIN CARE

PROTECTION

COLD WINTER

ANTI-DRY

NOURISHMENT

BEAUTY

FASHION

BALM-IN-

GEL

SPORT

HEALTHY

RUN

BODY

BUILDING

CROSSFIT

LUCILE WOODWARD BRAND

AMBASSADOR

FIT

RUNNING CLUB

NIKE

RUNNING

CLUB

TIU

WINTER

SPORTS

SKI

TRAIL

SNOWBOARD

HIKING

2 LOGICAL OPERATORS

ESSENTIALS

AND All the search terms

OR Search two different terms

« » Isolate an expression

( ) Isolate a group of words

2 LOGICAL OPERATORS

MY REQUEST USING LOGICAL OPERATORS

"tone it up" OR toneitup OR TIU

Get all the influencers’ publications

mentioning « tone it up » (several words) OR

toneitup (one word)

3 FILTERS

Variation according to the research context

Perimeter filters (most important)

Partial filters (less important)

• The language spoken by the

influencer

• Communication support

• Country of origin

PERIMETER FILTERS

• Publication period

• Topics

• Tag cloud

• Ranking by

Echos/Participation/Exposure

PARTIAL FILTERS

3, 2, 1…

SEARCH

4 CHOICE OF YOUR INFLUENCERS

Non-exhaustive results

Choose the influencers who seem relevant for you

- Biotherm ambassador

- French fitness expert

- Journalist and blogger

- Self’s editor in chief

- Mixes fitness with fashion

- Running, boutique fitness

lover

- Fitness Director, Self

Magazine

- With influencers,

never rush!

- Boolean is your friend

- Filters are secondary and not

determining

- You should create your map as soon as

possible

- It is NEVER fixed (we follow our influencers and

their updates)

TIPS & TRICKS

DES QUESTIONS ?