Masterclass PresentationIdentifying Influencers | Workshop

KELLY AUTENRIETH / USER ADOPTIONBRIT FERGUSON / CLIENT SERVICES

Intros

Kelly AutenriethTeam Lead,User Adoption

New YorkBRANDWATCH.COM

Brit FergusonAccount Manager,Client Services

New York

Hello from the other side

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• Name• Company• Team• Where you’re from• What are you most excited about at NYK?

Agenda

In Today’s Session…

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Create a Dashboard to understand who your audience is, when and where they’re active, and what matters to them

Create custom Author Lists to monitor your top Influencers and to exclude Owned content

Create an Author Query to track your top Influencers and learn about their other interests and communities

Scenario

Scenario

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• You work for Lululemon Athletica, and are on the Marketing team• Your VP of Marketing wants to expand the ambassador

program in Q3 2016• She wants you to do the research to find potential new

ambassadors!

Let’s Login

Login Info

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BRANDWATCH.COM

• Login | to app.brandwatch.com

• Username | Look to your handout for your Operator

• Password| nyk2016

• Project| Identifying Influencers

[Dashboards]Workshop

Who’s the most influential of them all?

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1. Open the shared [Lululemon] Influencers Dashboard2. Copy the Dashboard3. Rename the Dashboard to “[Lululemon] Influencers Program + Your

Name”4. Change the Date Range to October 1, 2015 – April 30, 20165. Save your Dashboard

Let’s explore this template!

[Author Lists]Workshop

Author Lists | Part 1

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Goal: Identify Lululemon’s Top 50 Influencers and track them in an Author ListIn the Dashboard -

1. Top Authors tab > Export CSV > Save as CSV: Top 50 Influencers List

2. Delete all columns except Column B; delete rows 1 – 9

3. In Brandwatch, go to Tools > Author Lists > Create New > Upload CSV

4. Save Author List as “Top 50 Influencers + Your Initials”

Dashboard

Author Lists + Filters | Part 3

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Goal: Understand the topics that matter most to your Influencers, and compare those interests to the rest of your audience

[NYK] Top Influencers tab

Instructions: Filter your components to show where your Influencers are talking and what topics matter

Author Lists + ChartsGoal: Understand where your Influencers are talking, when they’re talking, and who is talking the most

[NYK] Top Influencers Charts

Instructions: Use charts to discover the page types where your Influencers talk, their Demographics, and when they’re most active online

Review

What we’ve done so far…

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• Created a Top 50 Influencers Author List• Identify the page types where and when they’re most active• Identify the topics relevant to them vs. the rest of your audience• Understand which Influencers talk more and who has more reach

Now time for the “wow” factor…

[Author Query]

Workshop

Author List + TXT

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• Download your Author List as a CSV• Copy the Authors into a txt file• Highlight all the Authors• Use Command+F (for Macs) or

Control+F (for PCs) for the Find function

• In the Find field, insert \n to dictate a new line

• In the Replace field, write SPACEORSPACE OR

• Choose Selected text only• Replace All

Author List + Excel

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• Download your Author List as a CSV• In Column B, Row 1: =A1• In Column B, Row 2: =B1&” OR “&A2 (you’ll use straight

quotes)

Then, drag the bottom of the cell or double click the last box in the bottom right corner to apply to all remaining authors

[NYK]Thank you!