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/

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Influencers – how to find them and engage with them

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

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