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Influencers – how to find them and engage with them
 

Influencers – how to find them and engage with them

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This presentation was made at the recent Blauw Research Super Promoters event in London: http://www.superpromoterevents.com/speakers/

This presentation was made at the recent Blauw Research Super Promoters event in London: http://www.superpromoterevents.com/speakers/

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    Influencers – how to find them and engage with them Influencers – how to find them and engage with them Presentation Transcript

    • Social media and influence – New approaches for brands Ann Longley, Head of Social Strategy, MEC July 2012
    • Topics for todayInfluence and the social webImplications for brandsIdentifying and engaging with influencers
    • Topics for todayInfluence and the social webImplications for brandsIdentifying and engaging with influencers
    • The web is increasingly organised around people & their networks - not just information
    • Supercharging word of mouthSource: Peer Index
    • On the social web, influence spreads through strong and weak tiesSource: Touchgraph for FacebookPaul Adams, Grouped
    • It is not just the well-connected hubs that are important
    • Traditional media still has a role to play– but today anyone can break the news
    • Or become influential - putting brands on the back footSource:http://www.davecarrollmusic.com/http://www.huffingtonpost.com/2009/07/24/united-breaks-guitars-did_n_244357.html
    • Consumers are becoming savy about their power as new methods of discerning influence emergeSource: Gary McLeod: http://www.wired.com/business/2012/04/ff_klout/
    • Topics for todayInfluence and the social webImplications for brandsIdentifying and engaging with influencers
    • Although their methods may be imperfect,these start-ups are influencing brands and fans
    • Palms Casino Resort used Klout to identify VIPS
    • Understanding influence dynamics is now business critical – a way to protect and grow your business
    • Providing perks for influencers is becoming BAU
    • Topics for todayInfluence and the social webImplications for brandsIdentifying and engaging with influencers
    • Differentiate between internal and external influencers – do not discount internal influencers
    • Provide training and guidelines
    • 2 Offers help and advice on brand or category related queries1 3 Shares relevant Creates original and relevant brand content brand content 6 Dimensions of6 influence 4 Is engaged with his/ her Knowledge of the brand network group and category content Select a sound method to identify external influencers 5 Has an opinion on your brand or categorySource: MEC Influencer ID
    • Super Fans (24%) Celebs/ Bloggers (19%) Fans (25%) Pundits (12%) Compers (20%)MEC’s Influencer Id segments influencers based on their online behaviour
    • Once you’ve found them – know what you want to do with themSource: Gary McLeod:http://www.wired.com/business/2012/04/ff_klout/http://www.thesun.co.uk/sol/homepage/showbiz/4342656/Kardashian-accuses-British-Airways-of-stealing-from-luggage.html
    • Provide a range of content
    • Turn detractors into advocates
    • Encourage their involvement
    • Recognise their contribution
    • Deep engagement can help future proof your business
    • Be ready for dialogue –Engage don’t suppress
    • Monetise advocacy
    • Measure to demonstrate value
    • @annmargaretTHANKS