Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Digital Olympus Presentation
1. I’m a 1 Line Title
Using Competitive Research to
Find Your Influencers
Brittany Berger, Mention
2. I’m a 1 Line Title
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
3. I’m a 1 Line Title
Tip:
Find and pay close attention to the
influencers casually talking about your
competitors
4. I’m a 1 Line Title
•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?
5. I’m a 1 Line Title
Basically, they’re perfect for you to
build a relationship with!
6. I’m a 1 Line Title
•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
7. I’m a 1 Line Title
First, collect the different influencers talking about
your competitors.
How to Find The Casual Influencers
8. I’m a 1 Line Title
Then look for different signs that their relationship
is “just casual,” like…
How to Find The Casual Influencers
9. I’m a 1 Line Title
Mentioning your competitor infrequently or just
once or twice
How to Find The Casual Influencers
10. I’m a 1 Line Title
Look for negative mentions of
your competitor from influencers
How to Find The Casual Influencers
11. I’m a 1 Line Title
Now, it’s time to reach out!
12. I’m a 1 Line Title
•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