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
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