Identify niche influences with Google Data Studio

Each new product is now creating a small circle of early adopters, evangelists, and users around it. Right now it's really hard to start anything new without creating a community around it. Eventually, each of your users is a person that is in one way or another aligned to your company values, uses your product for a specific reason.

The most effective way to reach your customers nowadays is through influencer marketing. During 2019 17% of companies spend over half their marketing budget on influencers, and the trend is still on. Although the biggest platform for influencer marketing is Instagram, Twitter also holds the top position.

Why Twitter is the best place to find your customers and use the platform of top nice influencers?

1. to this day Twitter is the place where people share their unfiltered opinions

2. users share good experiences and bad experiences with products more often on Twitter than any other platform.

3. also 40% of Twitter users reported buying something after seeing it on twitter.

The next big question is: how to actually find the influencers? The fastest way is to:

- find the hashtags (aka keywords) that are specific to your market niche,

- start following the hashtags and see what people are tweeting a lot on that topic,

- follow/retweet/reply to the people and hope they will follow back or you'll attract their audience

OR

put ads, which I'm not a big fan of.

My approach is, as usual, simple, easy and FREE.

As you may know, I'm an avid user of Google Data Studio. Interestingly enough that tool can be very handy for this task, and you can find the list of top influencers in less than 3 minutes using Google Data Studio.

Result


influencers report for #mlops


Our task is to find people who actively create content/speak on the topic of #mlops. Here's a step by step guide on how to get the report on influencers under #mlops.

Step 1. Create the data source

In the google data studio, you need to create a new data source with selecting a twitter connector.  

How this works is crunches all the public tweets on the platform with the specific word and (or) sentence that you input in the "Twitter search terms" field. So in our case, we put "#mlops".

Step 2. Identify the location distribution

To understand the main places where the hashtag is trending I created a location map with the data I had. This is a pretty straightforward setup. My main dimension is Location and metric to follow is follower count to identify the locations with the biggest influencers. This also will point out the most active markets for our product.

Step 2. Identify the top influencers with viral content

What is the metric that describes a good influencer? Their content is noticed by their audience and is going viral. So to identify the creme de la creme we need to use a few simple data points. Get the influencers with the biggest retweet rates. Here the main metric is Retweet count and also sorted with Retweet count so you can see the users that have the most viral content.


Step 3. Identify the top influencers with favorite count

I'm adding this chart as well to see the overlaps between the retweet count and favorite count, so the most engaging influencers are more visible.

Woala, these 3 simple steps in less than 3 minutes can create for you a marketing strategy based on twitter's biggest influencers for your specific hashtags/keywords!

Rock on without confusion and build strategies in minutes!

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