Distilling Social Metrics, Pt. 2

Distilling Process

Last time we introduced the idea of looking further into Social CMR and Social Business metrics for your business. Let’s jump right in where we left off, shall we?

Last time we discussed the sheer size of the social media universe and how in order to monitor it properly, you have to have the right tools, but just what do you DO with those tools once you have them? How should you be listening and how can you find the people you need to be talking to in that great, big sea?

A Social Media Needle In A Stack Of Needles

This is where the rubber meets the road, where you put up or shut up, because this is where the true marketing strategist and tactician meet head on for an all-out, one-on-one data fest. Well, it may not be that spectacular (it’s not), but I’m trying to drum up the importance and fun because this step can be a little bit (a lot bit) tedious.

In order to truly get the most out of your Social listening tools and put them to use fervently within your budding Social Business and effectively use the Social CRM software not residing within your walls, you have to know who it is you are targeting. This is where a good history in marketing or PR comes in handy and why you don’t need to simply lump the “social media stuff” onto some intern you’ve hired for the summer while they’re on break from university.

The first step is knowing the personas of the influencers in your industry. I can’t write these for you (not unless you pay me to consult, that is), but this step MUST be done. Take the time to write out 3-4 personas of different individuals that are considered influencers in your industry. They don’t have to be long, but be sure to include a name, some backstory and their perceptions of your company and industry.

One might sounds something like this:

Doug is a product manager for a major retailer. He has been working in product management for over 35 years and is proud to have put both his daughters through school while allowing his wife to pursue a career in art. Doug knows what he wants in a shipping supplier because he has established patterns in how he operates and looks for a few different things when evaluating new prospects. He is new to social media, but is trying to be more active because he has seen his co-workers, family and even superiors get more on board. He mainly just reads through his Twitter feed and looks at his daughters’ college pictures on Facebook while reading the few industry e-zines that he’s known for years, but the people who follow him on Twitter know hi experience and like his opinions. 

Again, not too long, but very helpful. When reaching out to Doug, you know he’s not big on Pinterest, so don’t waste your time looking there for his influence. Also, since he doesn’t do much in way of searching on Facebook, maybe you should think about a targeted ad strategy, etc, etc. Knowing who these people are will help you once you find them and will give you a rough map of where to find them.

Follow The Treasure Mind Map

Are you familiar with the term “Mind Map”? If not, you probably should be. The problem with that term is that multiple people use it multiple ways. I tend to stick with it’s original definition of a visualized map of content or information paths.

A good Mind Map is the next step in finding your influencers once you’ve built your projected personas. It’s important to have a good Mind Mapping tool to help. I prefer Mindmeister, but Mind Node is also very good and has a free version.

Once you get set up with your tool, it’s time to do the nitty gritty research and start fleshing out the map. Pick 5 blogs, 5 industry publications, 5 desired clients/suppliers, 3-4 events or trade shows and 5 local or industry directories (if applicable). Create 5 different nodes off your home base (one for each category: magazines, blogs, etc, etc) and then add each of the five choices you picked off each of those nodes. It should look something like this:

Mind Map

(Their image is kind of silly, but you should get the idea.)

Next, find all the available contact information for each choice (website URL, phone number, Facebook page, etc, etc) and add those to the nodes. It should start to look like a really healthy tree.

From there, drill into each category and find your influencers. This should take a little digging, but if you’ve correctly defined your personas, it’s simply using the social discovery means available to you and taking the time to find the right people at each organization or publication. As you find them, research a bit deeper and find their Facebook account, LinkedIn profile, Twitter handle, phone number and email address and add them as nodes off their name.

It’s gets a little cumbersome, but you’ll eventually see a huge, healthy contact tree full of influential people in your industry.

Then, start following them and creating lists in your social profiles and put yourself in their radars. It takes a lot of time, but you have to narrow down the pile of needles somehow.


(Next time, in the thrilling conclusion, we’ll look a bit more on how to effectively listen to all those people you’ve followed and how to keep those conversations going without spending your whole marketing budget and using every available man hour you have.)


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