Finding the right influencers for your program starts with developing a deep understanding of the social conversations you want to be part of and the influencer archetypes who lead those conversations.
Traackr gives you the ability to define the conversations in which you want to find influencers—using keywords—then crawls the social web for data, offering an objective view on who influences those conversations.
Searching for influencers by keywords
To get started, think about the different conversations about and around your brand. Create a list of these conversations and then translate them into keywords and social conversations phrases. Use those keywords and Traackr’s search tool to identify the people who influence your customers—the opinion leaders and subject matters experts in these conversations.
Through Traackr’s search, you are able to find influencers for any online conversation, as generic as Disney and travel, or as specific as Toy Story Midway Mania.
When you define keywords, Traackr scans the social web to see who is mentioning, how often they mention, and how recently they mention your keywords. The better the search terms, the more precise your results will be. The keywords and phrases you choose define the conversations that you want to be a part of, therefore being specific is important.
Targeting influencers by profile and socio-demographic criteria
As you devise your influencer program, you may find it necessary to include influencers in different categories: journalists or the media, bloggers and niche experts, influential fans, employees etc.
Traackr gives you the ability to search for a type of influencer, using socio-demographic criteria (such as profile information or job title) to hone in on a very specific influencer target. A classic example is a mom or a dad influencer, a CEO, a journalist, or people who have affinity to a brand. For example, you can enter your brand as a profile criteria.
You can also target influencers by gender—female or male.
Targeting influencers by geography or language
Traackr offers a simple, yet advanced search interface. Using search filters, there are many other criteria you can define to hone in on a very specific influencer target.
If you’re looking to activate influencers in a new city to invite to your upcoming event, or to reach a new market, you can geo-target your search based on location—continents, regions, countries, US states and Canadian provinces.
You can also target influencers by language. Please note that changing the language filter will not translate your keywords. Make sure you enter your keywords in the correct language.
See our list of supported languages and countries.
Targeting influencers by social platform
If the audience you want to engage is mostly active on a specific platform—Blogs, Twitter, Facebook, YouTube, Instagram, or others—you can search for influencers just on that specific social platform.
You can also include or exclude Twitter-verified accounts.
See our list of supported platforms.
Targeting influencers by reach, resonance, and relevance
You can filter your search to surface influencers with specific score ranges. This can be helpful if you're targeting tier 1 (celebrity) influencers, or if you want to focus on tier 2 (the magic middle) and tier 3 (micro) influencers.
Searching within your own influencers or finding new ones
You can also filter your results to focus on new influencers or run a search across your existing influencers only.
Influencers are discovered across the social web and ranked based on 3 macro metrics.
- Reach looks at how many potential eyeballs can view an influencer’s content—pulling stats from across social channels including blog visitors, Twitter followers, YouTube subscribers, etc.
- Resonance looks at how much an influencer’s audience cares about the content (s)he creates—including stats such as linkbacks, retweets, shares, mentions, comments etc.
- Relevance looks at how consistently an influencer talks about your keywords—surfacing influencers that are most relevant in the context of the conversation that you defined. Relevance is a factor of how often someone uses the keywords that drove the search; the timing of the keyword usage (more recent posts are weighted more heavily); the diversity of the keywords used by an influencer; and the placement of keywords (title vs. body).
The next step is diving into the influencers’ profile to qualify them and select the ones that are the right fit for your program.
Remember, influence means nothing without context. So rather than look for every single “influencer” out there, be strategic about who makes the cut and who doesn’t. Focus on building deep relationships with a finite group of solid influencers, who are not necessarily mega-celebrities, but whose opinion can influence their relevant audiences; that is much more valuable to you.
Adding influencers to the account and projects
Once you narrow down your pool of influencers, you can hand-select them or bulk-add them to your influencer network. If you have a specific initiative or project that you’re looking to kickoff, you can directly add them to that project.
Saving a search
You can save your keyword terms in order to re-run a search in the future (or continue to refine your keywords), by clicking on the Save button. You can save up to 10 searches.
To view your saved search history, click on View Saved Searches in the options drop down menu. You can re-run the search by clicking on the magnifying glass.
Sharing a search
You can share a search with other team members by generating a unique URL using the options drop down menu. This is a great way to collaborate with team members on the search terms.