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Using Competitive Research to Find Your Influencers

Brittany Berger, Mention

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About Me

•Content & PR at Mention - enterprise media monitoring and social listening

•Always wanted to be like Harriet the Spy

•That adds up to me always looking for new ways to use competitive research

•Loves building and leveraging relationships

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Tip:Find and pay close attention to the

influencers casually talking about your competitors

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•Talking about, but not loyal to, competitors•Sharing content here and there•Not necessarily a customer•Not in a formal “influencer marketing” relationship

Who Are Casual Influencers?

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Basically, they’re perfect for you to build a relationship with!

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•Shows their in tune with your area of the industry•Hasn’t indicated huge amounts of interest in competitor - just a casual following•Would probably love having a conversation with you

Why You Want to Pay Attention to Them

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First, collect the different influencers talking about your competitors.

How to Find The Casual Influencers

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Then look for different signs that their relationship is “just casual,” like…

How to Find The Casual Influencers

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Mentioning your competitor infrequently or just once or twice

How to Find The Casual Influencers

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Look for negative mentions of your competitor from influencers

How to Find The Casual Influencers

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Now, it’s time to reach out!

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•Invite comparison•See if you can solve gaps or problems•Bloggers / content creators - suggest comparison or review•Don’t play dumb - acknowledge their interest in competitor

Tips for Reaching Out

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Questions?