I know what you are thinking! Here’s just another list.
I see a lot of lists flying around social media, quoting influencers on various topics. My understanding is that a lot of these are based on Klout scores or very simple metrics that can be ‘gamed’ – relatively easily.
At Creation, we dig a little deeper and we use a combination of three amazing tools to gather data, then we analyse. That way we can build a much greater understanding of what’s going on in the market. Feeding how we help clients plan not just influencer marketing programmes, but also social media activity and media plans.
What I’m presenting here in this blog is the summary and I have set up a full repository that contains a presentation of the findings and the raw data in XLS. So it’s not just a list, you get all the data too. AND if you want to know what tools we use – my ‘go-to’ social analytics tool is Brandwatch, it’s brilliant, as for the rest and how we use the data – just email me or reach out to me on social media.
Why Social Selling Influencers?
It’s a hot topic.
Let us get to the data. Step One: Who is talking about Social Selling?
To start with we analysed who was talking about Social Selling in the last 30 days. This allowed us to identify 34,311 unique people talking. That’s a lot! To better understand who they were, we broke them into 8 behavioural cohorts – this allows us to filter out any spam accounts. A behavioural cohort is defined as a group of people with a strong affinity with each other – this could be where they live, what language they speak, what job role they perform, what personal interests they have.
Here is our graphical summary of that data.
You can see clearly that there is a big community of sales people talking about Social Selling, but also that this is a large community of marketing people too. The personal interest group mainly post about Music and Sports – so it’s hard to tell what job they actually do. Then to the side, we have groups defined by country.
Each of these groups have different sets of influencers. What’s useful here is the ability to identify micro or country level influencers – for example, Alban Jarry is the No.1 for the French cohort.
But this data is essentially, “who influences the influencers in Social Selling” (if that makes sense – if not, email me).
We want to get to the level below that – the influencers. (That detail is in the full presentation linked below)
Step Two: Of those 43k talking, who (when they use the term Social Selling) get the most engagement, and have the most influence?
The critical point there is that we’re looking for what happens when we use the phrase Social Selling. NOT whether their overall account has influence. Last year, I appeared on a list as the No.1 influencer on the UK Automotive market.
Which I’m not.
The reason was that I have some level of social influence on a few topics, and I happened to post something about my BMW i3 (which I love). So the algorithm picked up (a) Influence AND (b) mentioned Car and came to a false conclusion.Which is different. I want to know who has an influence on the topic, not who as a general influence and happened to mention it.
So what did the data show us?
We identified 1,020 people from the 34,000 that had real influence when they posted on the topic. More importantly, we didn’t just look at twitter. That full list with more data is available to download over HERE. However, you can see the top 25 below.
|Position||Full Name||Bio||Location||Followers||Twitter Handle|
|1||Tim Hughes||#1 Global #Socialselling Pioneer and Innovator, Speaker – Co-Founder of Digital Leadership Associates||Teddington, London||187150||@Timothy_Hughes||https://www.linkedin.com/in/timothyhughes1|
|2||Neal Schaffer||I help businesses generate ROI from social media. Author, Global Social Media Speaker, Marketing Influencer & Japan Travel Expert.||Irvine, Orange County, CA USA||181405||@NealSchaffer||https://www.linkedin.com/in/nealschaffer|
|3||Jack Kosakowski||SaaSANova Of #MarketingAutomation Passionate #SocialSelling Visionary Of #Sales & Co-Chief-Thinker @CreationAgency||Scottsdale, AZ||39348||@JackKosakowski||https://www.linkedin.com/in/jackkosakowski1|
|4||Evan Kirstel||#Solopreneur #Influencer #ThoughtLeader Helping #B2B clients w #SocialMedia in #Enterprise||Boston, MA||120109||@evankirstel||https://www.linkedin.com/in/evankirstel|
|5||Koka Sexton||Social Selling @hootsuite Former head of social @LinkedIn Creator of @SocialSelling||San Francisco, CA||65298||@kokasexton||https://www.linkedin.com/in/perramond|
|6||Mario Martinez Jr.||I’m a Father, Husband, #CEO, #Sales #Leader, #Speaker, #SocialSelling Champ & @huffingtonpost writer.||San Francisco, CA||50756||@M_3jr||https://www.linkedin.com/in/mario-martinez-45400840|
|7||Brian G. Burns||Host of – The Brutal Truth about Sales & Selling”||“The B2B Revenue Leadership” PodCast – On iTunes||98598||@BriangBurns||https://www.linkedin.com/in/BRIANBURNS|
|8||Tim Hughes||Digital Leader Tim Hughes, Tweet about #bigdata #industry40 #3DPrinting #VirtualReality||Twickenham, London||30357||@DigitalLeadTim||https://www.linkedin.com/in/timothyhughessocialselling/|
|9||Kevin Thomas Tully||Sales and Marketing Enablement | Revenue Acceleration | Data Analytics | @CreationAgency||Baltimore, MD||24095||@kevinttully||https://www.linkedin.com/in/kevinthomastully|
|10||Mark Fidelman||We help organizations dramatically increase revenue & market share via #influencermarketing, #video #SMM||San Diego, CA||100590||@markfidelman||https://www.linkedin.com/in/fidelman|
|11||Gareth O’Sullivan||Young Entrepreneur – Content Marketing Manager at @creationagency /||Northampton, England||43534||@_GarethG||https://www.linkedin.com/in/olliewhitfield/|
|12||Sales Hacker||Sales #content #conferences & training for B2B #sales orgs building high velocity sales machines.||San Francisco||23106||@SalesHacker|
|13||Brynne Tillman||Transforming the Way Sales Professionals Leverage LinkedIn and Social Selling to Grow Their Business.||United States||10087||@BrynneTillman||https://www.linkedin.com/in/brynnetillman|
|14||creationagency||Global #MarketingAutomation #DigitalMarketing #SocialMedia #Social #Sales Agency.||UK, Europe, & United States||11929||@creationagency|
|15||Mic V Adam||Social Selling Accelator (#socialselling) – SocMed #Policy Creation -Trainer – Entrepreneur – Vanguard Leadership||Brugge, Belgium||7556||@micadam||https://www.linkedin.com/in/micadam|
|16||Cyril Bladier||#DigitallPullMarketing | World Top 200 #LinkedIn expert | #Facebook influencer | #SocialSelling |#Inbound||Paris, France||24275||@businesson_line||https://www.linkedin.com/in/cyrilbladier|
|17||Ollie Whitfield||Social Selling practitioner @CreationAgency freestyle footballer & LFC fan||maidstone, kent, UK||4604||@OllieWhitfield_||https://www.linkedin.com/in/olliewhitfield/|
|18||#AllMarketing24||#SocialMedia influencer & content creator. #SmallBusiness owner||United Kingdom||317798||@AllMarketing24||https://www.linkedin.com/in/golam-rabbani-620a2794|
|19||Perry van Beek||#LinkedIn & #SocialSelling Expert â— #Speaker #Trainer #Coach||Netherlands||32472||@perryvanbeek||https://www.linkedin.com/in/perryvanbeek|
|20||Shane Gibson||Forbes .com #5 Social Sales Influencer. Professional Speaker.||Vancouver||36769||@shanegibson||https://www.linkedin.com/in/shanegibson|
|21||LinkedIn for Sales||Connecting the world’s buyers and sellers with @LinkedIn.||Sunnyvale, CA||42995||@linkedinselling||https://www.linkedin.com/in/kokasexton|
|22||Adam Gray||Co-founder of Digital Leadership Associates | Bestselling author of Pearson’s Brilliant Social Media||Suffolk – London – Elsewhere||40795||@agsocialmedia||https://www.linkedin.com/in/adamgray|
|23||ArkangelScrap||#Innovation #VR #IoT #AI #BigData #Cloud #StartUP #SocialMedia |Top50 #datasecurity||France||34817||@ArkangelScrap|
|24||Steve Cassady||Steve Cassady Strategic, Management, Operational, and Business Consultant||Overland Park, KS||43727||@SteveCassady||https://www.linkedin.com/in/stevecassady|
|25||LARRY ELKAN||FINANCIAL / B2B / B2C / H2H COPYWRITER & CONSULTANT||SARASOTA, FLORIDA U.S.A.||14468||@LElkan||https://www.linkedin.com/in/larryelkan/|
As I mention above, the full 1,020 can be found in the raw data over HERE.
What is interesting is that we are seeing communities talking about social selling, each with their own leader. In the XLS you can see which groups people belong to, and we summarise this in the powerpoint presentation.
Step Three: Let’s take the top 50 influencers and analyse their followers! That will give us insights into the overall audience for this content.
When we looked at the collective following, we found 834,061 unique people. As this was a larger group, we have broken these down into 15 cohorts. Here is the overall picture of everyone’s followers.
Here you can side a much wider audience, from Sales and Marketing to Authors and Entrepreneurs. We also see a group of Marketing/Social Media coaches, as well as more general businesses. It’s a global audience.
Leaving the deeper insights in the powerpoint, I’ll move quickly onto the overall influencers on the total community.
…and here they are.
Well, this is the top 200, in the full data there is 1,000 with all the profile data, but as a summary here are the top 25. Remember, that this is different to the list above – that was just looking at influencers on the keyword #SocialSelling – this is looking at the overall influence on the followers, not just on that topic. So we could expect a wider interest here.
|name||Twitter Handle||relevance score||affinity score||followers||location||description||url|
|Tim Hughes||Timothy_Hughes||22.5||879.5||187154||Teddington London||#1 Global #Socialselling Pioneer and Innovator Speaker – Co-Founder of Digital Leadership Associates||http://www.social-experts.net/|
|Neal Schaffer||NealSchaffer||22.1||887.5||181405||Irvine Orange County CA USA||I help businesses generate ROI from social media. Author Global Social Media Speaker Marketing Influencer||http://maximizeyoursocial.com/social-media-speaker-neal-schaffer/|
|Lolly Daskal||LollyDaskal||18.5||133||1284435||New York City||Dedicated to bringing Heart Based Leadership to organizations & individuals |Coach |Consultant |Speaker||http://lollydaskal.com|
|Steve Keating||LeadToday||18.4||172.8||945928||Phoenix & Minneapolis USA||Improving the Sales Profession Developing the Next Generation of Leaders Not selling a thing on Twitter only giving back.||http://www.stevekeating.me|
|Jeff Bullas||jeffbullas||18.3||281.8||535859||Sydney Australia||#1 Content Marketing Influencer Social Media Marketing Strategist & Speaker Forbes Top 10 Social Media Influencer #1 Global Business Blog.||http://jeffbullas.com/|
|Kim Garst||kimgarst||17.5||269.1||536531||Tampa Florida||Passionate about helping entrepreneurs GROW their biz w/ social & digital media! Keynote speaker Forbes Top 10 Social Media Influencer. Loves God FAM & hockey||http://kimgarst.com/27-facebook-post-ideas-lpa/|
|Sean Gardner||2morrowknight||16.7||158.4||934515||Seattle airports or 35 000 ft||World Traveler VP of Digital Media and Board Member @WorldCommForum Keynote Speaker #GivingTuesday Ambassador; directing and producing a film with @RashaGoel||https://www.instagram.com/2morrowknight/|
|Mari Smith||MariSmith||15.4||238.9||533005||San Diego California||Social Media Thought Leader | Top Facebook Marketing Expert | Globe-trotting Speaker | Author | ‘Mari like Ferrari’||http://www.marismith.com|
|Ted Rubin||TedRubin||15.1||253.8||484279||NY||‘Life is not about waiting for the storm to pass… it’s about learning to dance in the rain.’ 🙂||http://about.me/tedrubin|
|Warren Whitlock||WarrenWhitlock||14.8||246.1||492103||Las Vegas NV||Influencer in health business tech blockchain solar social media marketing. Futurist Advisor Author and friend||http://WarrenWhitlock.com|
|Cameron L Morrissey||ManagersDiary||14.1||174.7||685676||Las Vegas||I’m here to make you a better leader with practical leadership advice exercises and tips. Check out my posts and videos to get you started.||http://www.cameronmorrissey.com|
|Hootsuite||hootsuite||14||21.4||8087438||Vancouver Canada||Social media news and tips from the worlds most widely used social relationship platform.||http://blog.hootsuite.com|
|Reg Saddler||zaibatsu||14||200.7||582221||Minneapolis / TwinCities / MN||Just a guy who loves #SocialMedia #Tech #Science & #Travel.||http://differencetheory.com|
|Gary C. Bizzo||garybizzo||13.5||228.3||484157||Vancouver CANADA||I’m a Business Startup Specialist author How to Start a Successful Business-the First Time||http://garybizzo.com|
|Ted Nguyen||TedNguyen||13.5||200||558995||Southern California USA||PR and marketing communications professional tweeting about intersection of news food fun travel adventure & other updates that hopefully move you.||http://bit.ly/TedUSA|
|Bobby Umar||raehanbobby||13.2||253.2||419513||Toronto Canada US||4x @TEDx Speaker | Inc Mag Top 100 Heart-Leader Networking Personal Brand & Parenting.||http://raeallan.com|
|Skip Prichard||SkipPrichard||13.2||234.3||457627||Columbus OH||CEO on a mission to share ideas & inspiration.||http://www.skipprichard.com|
|Scott Eddy||MrScottEddy||13.2||108.4||1100349||Miami FL||I’m Jamaican-Lebanese-American. From Miami lived in Thailand-Portugal-Spain-UK-Philippines-Sri Lanka. T||http://www.mrscotteddy.com|
|Jason Sibley (Burrows)||jasoncreation||13.2||878.6||103093||UK and EMEA||All things Sales Marketing Digital and Social Media. Also love Tech SaaS and my i3.||http://www.creationagency.com|
|Jeff Sheehan||jeffsheehan||13.1||285.1||363153||Atlanta GA||#ATL #SocialSelling #Marketing Pro #Speaker #Author #Podcaster #Toastmaster Luv Travel |Photog | 13.1||http://www.linkedin.com/in/jeffsheehan2010|
|Ted Coine||tedcoine||13.1||219.5||487727||Naples Florida USA||Happily-former CEO back to my first love #education. Teacher of the best kids in the world at Immokalee Middle School. Speaker. Author.||http://openfor.business/keynote/tedcoine/|
|Mark Fidelman||markfidelman||13||885||100593||San Diego CA||We help organizations dramatically increase revenue & market share via #influencermarketing #video #SMM||http://www.fanaticsmedia.com|
|Mashable||mashable||13||18.4||8795657||Mashable is for superfans. We’re not for the casually curious. Obsess with us.||http://mashable.com|
|Jason Houck||MJasonHouck||12.9||390.8||248929||Boone NC||I help you grow your business using Social Media Marketing. I love my family travel and am passionate about helping you succeed. How can I help?||http://weighyourmind.com/consulting/|
|Emma Illies||illwah||12.9||195.1||545888||Adelaide-Australia||Successful Entrepreneur. Motivational speaker Writer PR Manager. Enriching peoples lives one tweet at a time!!||http://twitterconcierge.com.au|
What is amazing is that the top 2, and in order, are the same on both lists. Tim Hughes (and I suggest you check out his book on Social Selling) and Neal Schaffer.
Okay, so what next?
- You can view the presentation and the download the data HERE.
- I’ve curated all the Social Selling Influencers (on topic), into a twitter list for you. You can add this, and engage with them to your hearts content. The list is HERE.
- If you want a learn how to use Social Selling, I can highly recommend checking out this 12-week video learning programme, devised and recorded by Jack Kosakowski. It’s a 12-week video drip learning programme with around 20 minutes of content and some exercises each week. Not only showing you how to do it but also to give you confidence in it’s success. With Jack and his team holding your (metaphorical) hand all the way through the course, and a private facebook group for Q&A and ongoing support. Get more details –> HERE <– (and for a limited time only – use the voucher code JASONSPECIAL for a discount)
- If you can get to NYC on the 14th June, I’d also highly recommend checking out the Sales Machine Summit, hosted by Sales Hacker. More details over HERE.
Lastly, if you want to know more about this kind of research and how it could benefit your organisation. You can email me at Jason@creationagency.com.