In this video, I talk about how and why influencer intelligence should be the foundation of your research and analytics. Understanding the influencer community provides a valuable data set that brands can take action on within a variety of different channels.
FULL TRANSCRIPT BELLOW
I don’t know about you, but I cannot stand the word digital transformation. Every company uses it. They all want to be associated with this concept of the transformation of business and how software and culture play a critical role in doing so.
Certainly, COVID-19 has accelerated this need to transform the way businesses are deploying software and managing employees especially with the remote workforce.
About a year ago, I was curious to see what companies really owned that term. I wanted to do some media analysis, and influencer research to get a better understanding of the landscape. I started with the media analysis and looked at every news article for the last 5 years that mentioned Digital Transformation and extracted which companies were being referenced the most.
I analyzed every social media conversation and did the same.
I even used Alexa.com to do an organic search analysis or what’s called “share of organic search” to see which companies were ranking in Google for
And in each of those three analyses, there were several companies that were being referenced the most. One company stood out more than others. I won’t mention their name, but they are headquartered near Seattle.
So then I went to the web archives to cross reference old web pages to see if these companies themselves were using this same language in their web content and social media content.
I then investigated more to see which influencers were talking about digital transformation and when. And after about 3 hours in Google and Twitter, I found several mentions and references of “digital and business transformation” dating back to 2006.
It’s hard to tell who exactly was first, but it’s clear bet it was top of mind for the influencer community–journalists, analysts, and technologist talking about this evolution in business.
So the question you may have is why is this even important? Well, let me tell you.
Throughout all my research, it’s clear that these companies were tracking and listening to the influencer community.
More importantly, they were taking action. And what do I mean that?
They became active participants in talking about the same things that influencers were talking about–creating web pages, mobile experience, videos, social content, and even earned media. This is really what drove their digital transformation strategy.
They were using influencer intelligence, incorporating that into their narratives and 10-15 years later, they are reaping the benefits of doing so.
So once you identify that top 1% and please make sure they are the top 1%, you can learn a lot by listening and general influencer intelligence:
- Conversational Trends over time: so you can spot patterns and see if there any topics or interests that are gaining in popularity or declining in popularity.
- Real-time: You can do the same thing in real-time, which is money if you are doing organic influencer engagement.
- Conversation Analysis: You can study the context of the conversation. If they are talking about digital transformation, are they talking about technology adoption, scaling in the enterprise, business culture, enterprise security?
- Sentiment Analysis: And lastly, sentiment analysis. I am really not a big fan of tracking sentiment but for smaller audiences like a group of influencers, it’s easier to hand code content and get a better understanding of how they feel about a topic.
This is why influencer intelligence is critical. it provides early insights into the topics and trends that are top of mind for an influencer community. If they are truly influential, they are shaping the market and conversations, which in turn, also shapes relevancy and search behavior.
If you haven’t been following or maybe I haven’t done a great job articulating it, this type of data and intelligence can inform a lot:
- Headlines: owned and earned media
- Content & stories: blogs and communities
- On-page optimization: the meta data and HTML content on web pages
- Paid search: keywords and phrases that you are bidding on
- Titles & descriptions: on YouTube video and Slideshare presentations
- Executive & employee content
- Social assets: post copy, eBook, webinars
And remember, there is no engagement involved here at all. I am going to talk about ways to engage organically with the influencer community, through the basics of influencer relations.
But if you’ve see any of my videos, you’ll notice that the foundation for everything is data.
And in this case, it’s influencer data. But you have to more than just analyze and listen.
Data takes out the guesswork.
It uncovers market, audience and influencer white space
It surfaces new audiences, up and coming media outlets and new influencers
The only caveat is that your data must be defendable.
And that will conclude our time together today, as usual, thank you for spending time with me today.
Good luck activating your B2B influencer program and don’t forget to start with data.
Enjoy the video and subscribe to my Youtube channel to be the notified when new videos are added.