Wondering who your audience is and how to best engage with them? This session will give you the tools to know when your audience is most active, what resonates (and what doesn't), and who your advocates and influencers are. We'll use Lists, Charts and more to create a custom Audience Identification Dashboard.

1. Masterclass Presentation
Identifying Influencers | Workshop
KELLY AUTENRIETH / USER ADOPTION
BRIT FERGUSON / CLIENT SERVICES

2. Intros

3. Kelly Autenrieth
Team Lead,
User Adoption
New York
BRANDWATCH.COM
Brit Ferguson
Account Manager,
Client Services
New York

4. Hello from the other side
NOW YOU KNOW | #NYKCONF
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• Name
• Company
• Team
• Where you’re from
• What are you most excited about at NYK?

5. Agenda

6. 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

7. Scenario

8. 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!

9. Let’s Login

10. Login Info
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• Login | to app.brandwatch.com
• Username | Look to your handout for your Operator
• Password| nyk2016
• Project| Identifying Influencers

11. [Dashboards]
Workshop

12. Who’s the most influential of them all?
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1. Open the shared [Lululemon] Influencers Dashboard
2. Copy the Dashboard
3. Rename the Dashboard to “[Lululemon] Influencers Program + Your
Name”
4. Change the Date Range to October 1, 2015 – April 30, 2016
5. Save your Dashboard
Let’s explore this template!

13. [Author Lists]
Workshop

14. Author Lists | Part 1
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Goal: Identify Lululemon’s Top 50 Influencers and track them in an Author
List
In 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”

15. Dashboard

16. 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

17. Author Lists + Charts
Goal: 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

18. Review

19. 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…

20. [Author Query]
Workshop

21. 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

22. 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

23. [NYK]
Thank you!