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Beauty brands : how to create your influence
map. The Biotherm case study
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
MY INGREDIENTS
1 2 3
A COMPANY1
• Balm-in-gel texture
• 48H deep hydratation
• Seasonal dry skin formula
• Extra nourishing Ceramide 5
• Protective to survive winter
2 A PRODUCT
3 AN EVENT
STEP BY STEP RECIPE
1
LOGICAL
OPERATORS
FILTERSMINDMAP INFLUENCERS
2 3 4
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
2 LOGICAL OPERATORS
ESSENTIALS
AND All the search terms
OR Search two different terms
« » Isolate an expression
( ) Isolate a group of words
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)
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
3, 2, 1…
SEARCH
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
- 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
DES QUESTIONS ?
How to create your influence map - The Biotherm case

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How to create your influence map - The Biotherm case

  • 1. Beauty brands : how to create your influence map. The Biotherm case study
  • 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
  • 5. • Balm-in-gel texture • 48H deep hydratation • Seasonal dry skin formula • Extra nourishing Ceramide 5 • Protective to survive winter 2 A PRODUCT
  • 7. STEP BY STEP RECIPE 1 LOGICAL OPERATORS FILTERSMINDMAP INFLUENCERS 2 3 4
  • 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. 2 LOGICAL OPERATORS ESSENTIALS AND All the search terms OR Search two different terms « » Isolate an expression ( ) Isolate a group of words
  • 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. 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
  • 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. - 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