Search skills & finding influencers
15
Search Skills & Finding Influencers Leah Jones Emerging Media
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presentation given by Leah Jones at ROI Community in June 2011
Transcript of Search skills & finding influencers
“We found an awesome deal with Omaha Steaks and ordered it. Well once it was all unpacked, with nothing else to do with the dry ice I just put it in the sink. Little did I know it would result in so much fun!”
Can’t I just Google it?
Search Engines Beyond Google
Blogs • http://blogsearch.google.com• http://blogpulse.com• http://icerocket.com
Twitter• http://search.twitter.com• http://wefollow.com
Forums• http://boardreader.com• http://omgili.com
Video• www.youtube.com • www.vimeo.com• www.blinkx.com
Photo• www.flickr.com• www.picasa.com• www.twitpic.com
Organizational Taxonomy: What people on the inside call the brand and how they talk about the brand. Official marketing language and proper names.
Natural Taxonomy: What customers say about the brand. Nicknames, unofficial uses for product, misspellings.
Building a Taxonomy
• Brand name and nicknames• Parent company• Spokesperson and public figures (CEO, CMO)• Misspellings• Campaign titles• Tag lines and slogans• Competitors, detractors• Event names and hashtags• Twitter names• Links and URLs to all web sites
Math With Words – Boolean Search
OR
AND
NOT
Chicago OR Daley
Chicago NOT Daley
Chicago NOT (Daley OR Obama OR “white sox”) AND (game OR Cubs OR baseball)
Additional tips for search
• Quotes “around a phrase of two” or more words will search for an exact phrase
• Most search engines offer Advanced Search where you can search by date or specific sites
• Find inbound links by searching – Link:www.oco.com
• Search within one site only– Key word site:www.oco.com
http://www.flickr.com/photos/oberazzi/318947873/
Classic TV
Mental Illness
Classic Hollywood
Theater
Jewish Holidays
NICU WILCO and Jeff Tweedy
Car Reviews
Oscars Round-Ups
Being a dad at 50
Chicago and LA
Bloggers Aren’t Single Issue People
Building a Influencer List
• Start with the list someone already made– “top 25 _____ bloggers”– “top _______ to follow” AND twitter
• Find one blogger and see who she’s linking to in her blogroll and who is commenting on her blog
• Use Listorious.com to find people by topic on twitter• Give yourself enough time (one hour per 5 quality
names)• Does he tell you how and if he wants to be contacted
by marketers?
Building a Contact List• Real Name• Nickname• Blog Title• Link to blog• Link to relevant post or posts• Link to disclosure or “how to work with me”• Email or link to contact form• Number of blog subscribers • Traffic according to Quantcast, Compete or Alexa• Twitter username
– Followers, following, #lists, activity• Facebook page
– Friends, fans, activity• Notes
– Why this blogger?
http://www.flickr.com/photos/oberazzi/318947873/
Workshopping Your Programs
• What are you doing now?• What are you talking about?• Who is your potential audience and what are
they talking about online?• Where is your audience online?• What is something fun or unexpected you can
do?
Leah JonesAccount Director, Olson PR (Dig)Emerging Media
Founder – Natiiv Arts & MediaCo-Founder TBD Minyan
[email protected] | @chicagoleah
