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How to create your influence map - The Biotherm case

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Discover how to create your influence map following these tips and advices

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How to create your influence map - The Biotherm case

  1. 1. Beauty brands : how to create your influence map. The Biotherm case study
  2. 2. A COMPANY A PRODUCT TO LAUNCH AN EVENT SHOPPING LIST INGREDIENTS INSTRUCTIONS STEP 1 - Mindmap STEP 2 - Logical operators STEP 3 - Filters STEP 4 – Choice of influencers PEN PIECE OF PAPER TOTAL TIME: 3 MONTHS (minimum) LEVEL: Easy HOW TO CREATE A GOOD INFLUENCE MAP
  3. 3. MY INGREDIENTS 1 2 3
  4. 4. A COMPANY1
  5. 5. • Balm-in-gel texture • 48H deep hydratation • Seasonal dry skin formula • Extra nourishing Ceramide 5 • Protective to survive winter 2 A PRODUCT
  6. 6. 3 AN EVENT
  7. 7. STEP BY STEP RECIPE 1 LOGICAL OPERATORS FILTERSMINDMAP INFLUENCERS 2 3 4
  8. 8. SKIN CARE PROTECTION COLD WINTER ANTI-DRY NOURISHMENT BEAUTY FASHION BALM-IN- GEL SPORT HEALTHY RUN BODY BUILDING CROSSFIT LUCILE WOODWARD BRAND AMBASSADOR FIT RUNNING CLUB NIKE RUNNING CLUB TIU WINTER SPORTS SKI TRAIL SNOWBOARD HIKING
  9. 9. 2 LOGICAL OPERATORS ESSENTIALS AND All the search terms OR Search two different terms « » Isolate an expression ( ) Isolate a group of words
  10. 10. 2 LOGICAL OPERATORS MY REQUEST USING LOGICAL OPERATORS "tone it up" OR toneitup OR TIU Get all the influencers’ publications mentioning « tone it up » (several words) OR toneitup (one word)
  11. 11. 3 FILTERS Variation according to the research context Perimeter filters (most important) Partial filters (less important) • The language spoken by the influencer • Communication support • Country of origin PERIMETER FILTERS • Publication period • Topics • Tag cloud • Ranking by Echos/Participation/Exposure PARTIAL FILTERS
  12. 12. 3, 2, 1… SEARCH
  13. 13. 4 CHOICE OF YOUR INFLUENCERS Non-exhaustive results Choose the influencers who seem relevant for you - Biotherm ambassador - French fitness expert - Journalist and blogger - Self’s editor in chief - Mixes fitness with fashion - Running, boutique fitness lover - Fitness Director, Self Magazine
  14. 14. - With influencers, never rush! - Boolean is your friend - Filters are secondary and not determining - You should create your map as soon as possible - It is NEVER fixed (we follow our influencers and their updates) TIPS & TRICKS
  15. 15. DES QUESTIONS ?

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