How to Find Influencers

Researchers! Kaleidico Digital Marketing can show you how to find influencers online.

Tool: www.FindInfluence.com

Kaleidico Digital Marketing can help you measure social capital as well as actual influence
Kaleidico Digital Marketing can help you measure social capital as well as actual influence

Influencers! We all want to meet influencers. Sometimes we’re not sure who they are but, we think they can help us sell.

I’m not going to strike the typical agency hubris and assure you we’ve got the silver bullet; however, I think we have a pretty good system.

So good that we turned it into a software tool: www.FindInfluence.com. Try it and tell us what you think. Here’s a little insight into the philosophy of how we Find Influence.

Start with the Keywords

Maybe it’s the SEO guy in me, but I always think you have to start with the keywords if you want to find influencers online.

When I’m looking for influence I want talkers and sharers that are using my keywords. I think it gives me the best indication that we are on the same page. It assures me that my content has a pretty good shot at interesting this person and getting shared into their stream. It also gives me confidence that their audience is going to be relevant to my marketing objectives.

Keywords still seem to be the best signals for content and customer alignment. It also give us a real-time indicator that these influencers care about our topics–right now, not historically.

Find Influencers

Do They Have an Audience?

We’ve all seen them…the spammers that somehow haven’t got the memo. The goose egg Twitter profiles will not help you find influencers on twitter; they often tweet the same keyword over and over with no relevance, context or value.

Obviously, that doesn’t work and we certainly don’t want them creating noise in our search for influencers. The good news is that because it doesn’t work, these profiles typically don’t have an audience. That makes the next step a simple and efficient filter.

We look for the people that are using our keywords and have a quality audience.

Currently, we use two filters that seem to work pretty well: find influencers Klout and find influencers by SEOmoz mozRank.

Here’s the logic…

  1. No need to invent a totally new social media influence score
  2. Klout is a pretty good indicator of overall quality of interaction
  3. As it applies to content marketing, influence needs a platform
  4. mozRank can help us find influencers with quality websites too

Without getting too crazy, those simple filters help us with how to find influencers by topic and to quickly zero in on the top influencers, as we define them: “People with relevant audiences, talking about our topics.”

What Do They Care About

At this point, we’ve identified people talking about our topic. We’ve confirmed that they have audiences that are relevant to our marketing goals. Now we have to figure out specifically what they makes them care and share.

Social media makes it easy to observe exactly what content people are buzzing about. In the business of content marketing; ultimately, that’s what you need to know. In order to get this kind of real-time, caring and sharing intelligence we use one more system.

Using a combination of Twitter Lists and RSS we construct a relatively simple social media monitoring methodology. A quick glance in Hootsuite and Google Reader gives me all of the inspiration I need to create the content and a high-level of confidence that my target influencers will care when I publish.

Kaleidico Digital Marketing find influencers online, by topic; in social media digital influence

What’s your system of finding influencers? How do you leverage influencers in your content marketing plans?