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

  • 1. Social media and influence – New approaches for brands Ann Longley, Head of Social Strategy, MEC July 2012
  • 2. Topics for todayInfluence and the social webImplications for brandsIdentifying and engaging with influencers
  • 3. Topics for todayInfluence and the social webImplications for brandsIdentifying and engaging with influencers
  • 4. The web is increasingly organised around people & their networks - not just information
  • 5. Supercharging word of mouthSource: Peer Index
  • 6. On the social web, influence spreads through strong and weak tiesSource: Touchgraph for FacebookPaul Adams, Grouped
  • 7. It is not just the well-connected hubs that are important
  • 8. Traditional media still has a role to play– but today anyone can break the news
  • 9. 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
  • 10. 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/
  • 11. Topics for todayInfluence and the social webImplications for brandsIdentifying and engaging with influencers
  • 12. Although their methods may be imperfect,these start-ups are influencing brands and fans
  • 13. Palms Casino Resort used Klout to identify VIPS
  • 14. Understanding influence dynamics is now business critical – a way to protect and grow your business
  • 15. Providing perks for influencers is becoming BAU
  • 16. Topics for todayInfluence and the social webImplications for brandsIdentifying and engaging with influencers
  • 17. Differentiate between internal and external influencers – do not discount internal influencers
  • 18. Provide training and guidelines
  • 19. 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
  • 20. Super Fans (24%) Celebs/ Bloggers (19%) Fans (25%) Pundits (12%) Compers (20%)MEC’s Influencer Id segments influencers based on their online behaviour
  • 21. 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
  • 22. Provide a range of content
  • 23. Turn detractors into advocates
  • 24. Encourage their involvement
  • 25. Recognise their contribution
  • 26. Deep engagement can help future proof your business
  • 27. Be ready for dialogue –Engage don’t suppress
  • 28. Monetise advocacy
  • 29. Measure to demonstrate value
  • 30. @annmargaretTHANKS