Workshop: Integrated Influencer Marketing
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Workshop: Integrated Influencer Marketing

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A full day workshop for executives, marketing heads and communications heads on -- ...

A full day workshop for executives, marketing heads and communications heads on --

1. How to organize and energize brand evangelists to achieve business objectives?
2. How to create influencer platforms and programs that work both online and offline?
3. How to build strong relationships with influencers by integrating online communities and offline events?

I have used versions of this slide deck for the following workshops:

- Private workshop for MSLGROUP clients in Taiwan.
- Private workshop for MSLGROUP offices in India, China, Taiwan, Hong Kong, Japan and Singapore.
- Marcus Evans Social Media Marketing Conference, November 2010.
- Private workshop for RPG Group, June 2010.
- Private workshop for BIAL, June 2010.
- NASSCOM Foundation workshop, April 2010.
- NASSCOM Emerge Workshop, April 2010.
- Guest Lecture at MICA, March 2010

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Workshop: Integrated Influencer Marketing Workshop: Integrated Influencer Marketing Presentation Transcript

  • INTEGRATED INFLUENCER MARKETING  Gaurav Mishra/ Gauravonomics www.gauravonomics.com gauravonomics@gmail.com gauravonomics on your favorite social network 06.29.2010 | P1 © MSLGROUP
  • Director of digital and social media at MSLGROUP Asiawww.mslgroup.com/#practices/socialmedia © MSLGROUP
  • Writer and speaker at Gauravonomicswww.gauravonomics.com © MSLGROUP
  • Designer and changemaker at Ideasliver Labswww.ideasliver.com © MSLGROUP
  • How does the social web work? 1 Game: Real life social network How is the social web changing 360 degree marketing? 2 Case study: PepsiCo How to create an integrated influencer marketing strategy? 3 Case study: Dell B2C: How to create an integrated influencer marketing strategy? 4 Case study: Starbucks B2B: How to create an integrated influencer marketing strategy? 5 Case study: Microsoft How to measure the integrated influencer marketing strategy? 6 Game: Strategy on a post-it noteSo, what will we learn today? © MSLGROUP
  • 1 What are our business objectives? 2 What are our brand personality traits and brand values? 3 Who are our brand evangelists and what are their passions? 4 What is our shared social heartbeat? 5 What organizing platforms and energizing programs will we create? 6 How will we measure success: impact, influence and engagement?So, what will we do today? © MSLGROUP
  • SESSION 1: HOW DOES THE SOCIAL WEB WORK? 06.29.2010 | P7 © MSLGROUP
  • Form groups of ten and check your chart paper/ post-it notes/ 0 marker pens Write your name and avatar-name, draw an avatar and mention five 1 “passion-tags” on a post-it note Put up the post-it notes on your group’s chart paper in a random 2 order Compare your “passion-tags” with your group members and draw a 3 line if the tags matchGame: Real life social network © MSLGROUP
  • DISCUSSION 06.29.2010 | P9 © MSLGROUP
  • 1 Each one of us is connected to everyone else 2 Some of us are more connected than others 3 We connect with others around our passions 4 Connections lead to conversations, collaboration and community 5 Sometimes, we need catalysts to connect with others 6 Brands need to connect with people around their passionsHow does the social web work © MSLGROUP
  • DISCUSSION 06.29.2010 | P11 © MSLGROUP
  • Form groups of ten and check your chart paper/ post-it notes/ 0 marker pens On separate post-it notes, describe five instances when you 1 mentioned a brand to a friend (Which brand? Why? How?) Put up the post-it notes on your group’s chart paper in a random 2 order Group the post-it notes on the basis of similarities in brands 3 mentioned, the reason for mention, or the medium of mention.Game: Why do we talk about brands © MSLGROUP
  • DISCUSSION 06.29.2010 | P13 © MSLGROUP
  • 1 We talk about brands with our friends in many different context 2 We talk about brands that are remarkable and talkworthy 3 We talk about brands because they give us a trigger to talk We talk about brands with our friends when we think that they will 4 benefit from the tip We talk about brands with our friends because we like to be seen as 5 knowledgeable We often use mobile phones and social networks to talk to our 6 friends about brandsWhy do we talk about brands © MSLGROUP
  • DISCUSSION 06.29.2010 | P15 © MSLGROUP
  • Business objectives 0       1 2 3 4 5 6 7Brand Brand Evangelist Evangelist Social Organizing Energizingpersona values persona passions heartbeat platform programsIdentifying the social heartbeat is core to integratedinfluencer marketing © MSLGROUP
  • Evangelist passions Social heartbeat Brand valuesWhy is identifying the social heartbeat core to integratedinfluencer marketing? © MSLGROUP
  • DISCUSSION 06.29.2010 | P18 © MSLGROUP
  • How does the social web work? 1 Game: Real life social network How is the social web changing 360 degree marketing? 2 Case study: PepsiCo How to create an integrated influencer marketing strategy? 3 Case study: Dell B2C: How to create an integrated influencer marketing strategy? 4 Case study: Starbucks B2B: How to create an integrated influencer marketing strategy? 5 Case study: Microsoft How to measure the integrated influencer marketing strategy? 6 Game: Strategy on a post-it noteSo, what will we learn today? © MSLGROUP
  • 1 What are our business objectives? 2 What are our brand personality traits and brand values? 3 Who are our brand evangelists and what are their passions? 4 What is our shared social heartbeat? 5 What organizing platforms and energizing programs will we create? 6 How will we measure success: impact, influence and engagement?So, what will we do today? © MSLGROUP
  • DISCUSSION 06.29.2010 | P21 © MSLGROUP
  • SESSION 2: HOW IS THE SOCIAL WEB CHANGING 360 DEGREE MARKETING? 06.29.2010 | P22 © MSLGROUP
  • Brand positioning  TV commercial  360degree campaignOld 360 degree marketingThe old 360 degree marketing was designed around an inside-out brand positioning captured in a30-second TV commercial. © MSLGROUP
  • Campaign 1 Campaign 2 Campaign 3 Attention TimeOld 360 degree marketingEven though each TVC-centric 360 degree marketing campaign attracted attention, it did notretain attention. So, each campaign started and ended with zero attention. © MSLGROUP
  • Social heartbeat  Online community 360 degree commitment360 degree marketing reduxThe new 360 degree marketing is designed around an outside-in social heartbeat, realized in anonline community. © MSLGROUP
  • Campaign 3 Campaign 2 Campaign 1 Attention Time360 degree marketing reduxEach community-centric 360 degree marketing campaign not only attracts attention from brandevangelists, but also retains their attention over the long-term to grow the community. © MSLGROUP
  • CASE STUDY: PEPSI REFRESH PROJECT Disclosure: PepsiCo India was a 2020 Social client 06.29.2010 | P27 © MSLGROUP
  • Pepsi’s Super Bowl obsession  Pepsi spent $142 million on Super Bowl ads in the last decade with ads that were full music videos with top celebrities. Pepsi spends more than half of its marketing budget on TV ads.Source: http://www.youtube.com/watch?v=W7jkygJ_QNo © MSLGROUP
  • Shift 1: Inside-out brand message  outside-in social heartbeat Indra Nooyi, CEO & Chairman  In 2009, PepsiCo At PepsiCo, Performance with committed to the Purpose means delivering promise of sustainable growth by investing “performance with in a healthier future for people purpose” and launched and our planet. Pepsi’s Refresh Frank Cooper, Chief Consumer Engagement Officer rebranding Each of our beverage brands has a strategy and marketing platform that will be less about (creating) a moment, more about a movement. Pepsi Refresh TVC featuring Bob Dylan & Will.i.am Every generation refreshes the world. Now it’s your turn.Source: http://youtube.com/watch?v=MNVxeBglwxo © MSLGROUP
  • Pepsi Refresh Everything  The earlier version of the Pepsi Refresh website showcased content and contests that focused on refreshing various aspects of popular culture.Source: http://refresheverything.com © MSLGROUP
  • Pepsi Refresh Studio  For instance, in September 2009, Pepsi tied up with Will.i.am to launch a contest to create a user- generated video and music track of the single "La La La" from LMFAO.Source: http://ultimaterefresh.com and http://pepsi.realitydigital.net © MSLGROUP
  • Shift 2: Commercial-centric  community-centric  In January 2010, PepsiCo launched the Pepsi Refresh Project with a budget of $20m to support ideas that refresh local communities.  Based on the Pepsi Optimism Project (POP) Survey findings: Americans believe that the best ideas are more likely to come from "normal people" as opposed to public figures.Source: http://refresheverything.com, http://youtube.com/watch?v=2fS39FitsoQ and http://www.youtube.com/watch?v=4eX7Dl8Dn0I © MSLGROUP
  • Shift 3: Short-term campaigns  long-term commitment  Apart from monthly contests in which 1000 ideas compete for $1.3m, Pepsi created a series of celebrity campaigns to energize the community.Source: http://refresheverything.com © MSLGROUP
  • Pepsi Refresh MTV Roadtrip  MTV VJ SuChin Pak went on road trip across America to meet the Pepsi Refresh grant recipients.Source: http://facebook.com/refresheverything © MSLGROUP
  • Pepsi Refresh Celebrity Challenge  Pepsi Refresh Celebrity Challenge where Demi Moore and Kevin Bacon promoted their favorite causes.Source: http://facebook.com/refresheverything © MSLGROUP
  • Pepsi Refresh: One Goal in Mind  In the run up to the FIFA World Cup, Pepsi Refresh tied up with the US soccer team to run a contest where three players promoted their favorite ideasSource: http://ussoccer.com/pepsirefresh © MSLGROUP
  • Pepsi Refresh: NASCAR Contest  Pepsi Refresh ran a contest with NASCAR where three drivers promoted their favorite charities.Source: http://nascar.com/promos/pepsirefresh/index.html © MSLGROUP
  • Pepsi Refresh Do Good for the Gulf  Pepsi Refresh also ran a special contest to fund ideas that can help in the Gulf oil spill crisis.Source: http://gulf.refresheverything.com © MSLGROUP
  • Pepsi Refresh: Cherry Goodness  Pepsi Refresh contest where consumers can win $5000 for themselves and $5000 to support their favorite charity by finding one of the 100 specially marked Pepsi Cherry products.Source: http://refresheverything.com © MSLGROUP
  • Shift 4: Interruption-based  permission-based  People opt-in to vote for and promote their favorite projects and receive updates on Facebook, Twitter and other social networks, apart from the community website itself.Source: http://refresheverything.com © MSLGROUP
  • Shift 5: Brand commercial  branded content streams  The Pepsi Refresh blog includes announcements, how- to tips, case studies and grantee stories to educate and energize the community.  Respected thought leaders from GOOD act as Refresh Ambassadors (and community managers) in each category.  All funded ideas are showcased and their progress tracked on the idea blog.Source: http://refresheverything.com © MSLGROUP
  • Shift 6: Paid or earned media  owned and shared media  Pepsi Refresh content is created by celebrity ambassadors, contestants, and supporters on Facebook, Twitter and other social networks, apart from the community website itself.Source: http://refresheverything.com © MSLGROUP
  • 1 Inside-out brand message  outside-in social heartbeat 2 TVC-centric  community-centric 3 Short-term campaigns  long-term commitment 4 Interruption-based  permission-based Brand commercial  branded content streams 5 Paid or earned media  owned and shared media 6360 degree marketing reduxThe new 360 degree marketing is driven by six shifts, each triggered by the increasingimportance of the social web. © MSLGROUP
  • DISCUSSION 06.29.2010 | P44 © MSLGROUP
  • HOW IS THE SOCIAL WEB CHANGING THEMARKETING COMMUNICATIONS ECOSYSTEM? 06.29.2010 | P45 © MSLGROUP
  • Advertising agencies - Creative Media buying agencies - Paid media  Public relations agencies - Earned media Event agencies - ExperiencesThe marketing communications ecosystem © MSLGROUP
  • Advertising agencies - Creative From digital 1 media to the social web Media buying agencies - Paid media  Public relations agencies - Earned media Event agencies - ExperiencesShift 1: The social web is not a new media channel, it’s aweb of social relationships © MSLGROUP
  • Advertising agencies - Creative Digital media to 1 social web Media buying agencies - Paid media  Public relations agencies - Earned media Conversations are 2 measurable Event agencies - ExperiencesShift 2: Word of mouth conversations are now measurable © MSLGROUP
  • Advertising agencies - Creative Digital media to 1 social web Media buying agencies - Paid media  Public relations agencies - Earned media Conversations are 2 measurable Everyone is an Event agencies 3 influencer - ExperiencesShift 3: On the social web, everyone is an influencer © MSLGROUP
  • Advertising agencies - Creative Digital media to 1 social web Media buying agencies - Paid media  Public relations agencies - Earned media 4 Multiplier effect Conversations are via viral sharing 2 measurable Everyone is an Event agencies 3 influencer - ExperiencesShift 4: On the social web, viral sharing acts as a multipliereffect on paid advertising © MSLGROUP
  • Advertising agencies - Creative Digital media to 1 social web Media buying agencies - Paid media  Public relations agencies - Earned media 4 Multiplier effect Conversations are via viral sharing 2 measurable Everyone is an Event agencies 3 influencer - Experiences Experiences lead 5 to conversationsShift 5: Offline experiences trigger online conversations © MSLGROUP
  • Advertising agencies - Creative Brands creating 6 owned media Digital media to 1 social web Media buying agencies - Paid media  Public relations agencies - Earned media Multiplier effect Conversations are 4 2 via viral sharing measurable Everyone is an Event agencies 3 influencer - Experiences Experiences lead 5 to conversationsShift 6: Brands are engaging consumers directly by creatingbranded content, or owned media © MSLGROUP
  • 1 Web of social relationships, not digital media 2 Word of mouth conversations are measurable 3 Everyone is an influencer 4 Viral sharing leads to multiplier effect 5 Experiences trigger conversations 6 Brands are creating owned mediaSix shifts in the role of agenciesIn this new communications ecosystem, public relations agencies have the opportunity to play aleading role by creating sharable content and experiences that create conversations and catalyzethe coming together of communities. © MSLGROUP
  • Share insights on which social heartbeats resonate with the brand 1 values 2 Help the brand build long-term relationships with influencers 3 Host brand communities that organize and energize evangelists 4 Create compelling branded content platforms 5 Create compelling online-offline experiences 6 Measure the strength of the brand’s relationship with influencersNew role of agencies: create the connection between socialheartbeats and brand valuesIn this new communications ecosystem, agencies have the opportunity to play a leading role bycreating sharable content and experiences that create conversations and catalyze the comingtogether of communities. © MSLGROUP
  • Media Relations Create content for stories  Offline Events Online Communities Spread online Strengthen offlineIntegrated influencer marketing approach © MSLGROUP
  • Owned Media Hub for content, conversation, community, conversion  Paid Media Earned Media Seed via targeted social ads Spread via influencer outreachIntegrated influencer marketing elements © MSLGROUP
  • Plan: Insight and Foresight - Context - Research - Workshops  Build: Engage: Organizing Platforms Energizing Programs - Community - Content - Design   - Conversation - Development - ConversionIntegrated influencer marketing process © MSLGROUP
  • DISCUSSION 06.29.2010 | P58 © MSLGROUP
  • How does the social web work? 1 Game: Real life social network How is the social web changing 360 degree marketing? 2 Case study: PepsiCo How to create an integrated influencer marketing strategy? 3 Case study: Dell B2C: How to create an integrated influencer marketing strategy? 4 Case study: Starbucks B2B: How to create an integrated influencer marketing strategy? 5 Case study: Microsoft How to measure the integrated influencer marketing strategy? 6 Game: Strategy on a post-it noteSo, what will we learn today? © MSLGROUP
  • 1 What are our business objectives? 2 What are our brand personality traits and brand values? 3 Who are our brand evangelists and what are their passions? 4 What is our shared social heartbeat? 5 What organizing platforms and energizing programs will we create? 6 How will we measure success: impact, influence and engagement?So, what will we do today? © MSLGROUP
  • DISCUSSION 06.29.2010 | P61 © MSLGROUP
  • SESSION 3: HOW TO CREATE AN INTEGRATED INFLUENCER MARKETING STRATEGY? 06.29.2010 | P62 © MSLGROUP
  • 1 2 3 4 5 6 Context Content Conversa- Community Channel Conversion tionInsights and Creative Programs to Platforms to Tactics for Metrics andforesight to storytelling to understand, connect and organizing measurementunderstand attract and engage and organize and tools to drivewhat we want retain the energize evangelists energizing businessto achieve and attention of evangelists evangelists resultswhy evangelists across channelsIntegrated influencer marketing elements © MSLGROUP
  • CASE STUDY: DELLDisclosure: Dell India is a 20:20 Media and 2020 Social client 06.29.2010 | P64 © MSLGROUP
  • Dell Support Community  As early as 1996-97, Dell started customer communities to involve Dell customers in support and product discussions.  The customer-driven support community has increased customer satisfaction and driven down support costs.Source: http://en.community.dell.com © MSLGROUP
  • Dell Hell  In 2005-06, influential blogger Jeff Jarvis got tired of Dell’s unresponsive customer service and started the Dell Hell meme.Source: http://buzzmachine.com/archives/cat_dell.html © MSLGROUP
  • Direct2Dell Blog  In response to the Dell Hell meme, Dell started the Direct2Dell blog to reach out to and build long-term relationships with influencers.  Since then, Direct2Dell has become one of the most celebrated corporate blogs.Source: http://en.community.dell.com/dell-blogs/b/direct2dell © MSLGROUP
  • Dell Ideastorm  Encouraged by the success of Direct2Dell, Dell started customer- driven ideation community Dell Ideastorm to listen to customer’s ideas on product improvement and new product development.Source: http://ideastorm.com and http://www.youtube.com/watch?v=Y0SOXW_K56w © MSLGROUP
  • Dell Employee Storm  Dell also started an internal ideation platform called Dell Employee Storm to listen to product and process innovation ideas from its own 80000 employees.Source: http://thesocialworkplace.com/featured/1558 © MSLGROUP
  • Dell Digital Nomads  Dell has launched communities of interest, like Dell Digital Nomads for highly mobile, frequent-flying laptop consumers.  The community showcases tip and stories for living life up in the air, across time zones.Source: http://digitalnomads.com © MSLGROUP
  • Dell Take Your Own Path  Dell has launched communities of practice, like Dell Take Your Own Path for entrepreneurship.  The community showcases stories of self-made entrepreneurs who have built strong businesses using technology.Source: http://takeyourownpath.com © MSLGROUP
  • Dell Go Green  Dell has launched caused based communities, like Dell Go Green for consumers to submit ideas to redesign, reuse or recycle gadgets to make them go green.Source: http://dellgogreen.com © MSLGROUP
  • Dell Power To Do More  Dell collaborated with independent journalists to create a new kind of owned media platform.Source: http://content.dell.com/us/en/corp/brand.aspx?c=us&s=corp&l=en © MSLGROUP
  • Direct2Dell India, China, Japan  Dell has launched country-specific or language-specific blogs and communities in markets like India, China and Japan.Source: India, China and Japan © MSLGROUP
  • Dell China  Dell also has a support BBS in China, apart from profiles on Sina Weibo and Renren.Source: Dell China BBS, Dell on Sina Weibo, Dell on Renren via Direct2Dell © MSLGROUP
  • Dell China/ Renren Doodle Contest  Dell China tied up with Renren to create a contest where consumers could create 3D doodles on letters from a laptop keyboard.Source: Dell Youth via Little Red Book © MSLGROUP
  • Dell SMB on Facebook  Dell has created communities on Facebook, like the Dell Social Media for Small Business page, structured as a resource for sharing tips, stories and best practices.Source: http://www.facebook.com/dellsocialmedia © MSLGROUP
  • Dell Outlet on Facebook/Twitter  Dell uses Facebook and Twitter as channels to sell computers to consumers and corporate purchase managers.  @delloutlet on Twitter has 1.5 million followers and has resulted in sales of more than $6 million.Source: http://twitter.com/delloutlet and http://facebook.com/delloutlet © MSLGROUP
  • Dell Support on Facebook/Twitter  Dell provides full access to its support forums from within Facebook.  Dell also has several dedicated service accounts on Twitter, segmented by country and business.Source: http://facebook.com/dell?v=app_124252447593351 and http://dell.com/twitter © MSLGROUP
  • Dell Social Media Stakeholders  Dell has a hub-and- spoke model with a small central strategy team working with country and business with subject matter experts.  Employees can blog and tweet as a Dell representative by identifying themselves as NameatDell.  Dell official Twitter accounts clearly identify the employees behind them.Source: http://dell.com/twitter © MSLGROUP
  • Dell Social Media Policy  Dell has a public social media policy for its employees, which sets expectations for acceptable behavior and encourages employees to engage with customers and others on social media.Source: http://dell.com/content/topics/global.aspx/policy/en/policy?c=us&l=en&s=gen&~section=0 19 © MSLGROUP
  • Dell Community Policy  Dell has a public community policy for the members of its community and support forums, which sets expectations on acceptable behavior and provides guidelines on how they can best benefit from these platforms.Source: http://en.community.dell.com/content/TOU.aspx © MSLGROUP
  • Dell Listening WorkflowSource: http://slideshare.net/Dell_Inc/blogwell-cincinnati-april-7-3678335 © MSLGROUP
  • Dell Blog Response ChecklistSource: http://www.slideshare.net/Dell_Inc/dell-outreach-in-the-blogosphere © MSLGROUP
  • Social Media Evolution at Dell 1996-97 2005-06 2007-08 2008-09 2009-10 Dell Support Dell Hell Dell Dell Digital Dell Outlet Initiatives Forum Blogger Ideastorm Nomad on Facebook Dell outreach Dell Dell Take and Twitter Community Direct2Dell Employee Your Own Social Forum Storm Path commerce Dell Go Social CRM Green Challenges Involve Dell Reach out to Involve Build Use social customers in and build consumers communities networks to support and long-term and of interest trigger sales product relationships employees in around social and provide discussions with product and heartbeats support influencers process and innovation communities of practice around professionsSource: http://slideshare.net/Dell_Inc/blogwell-cincinnati-april-7-3678335 © MSLGROUP
  • DISCUSSION 06.29.2010 | P86 © MSLGROUP
  • How does the social web work? 1 Game: Real life social network How is the social web changing 360 degree marketing? 2 Case study: PepsiCo How to create an integrated influencer marketing strategy? 3 Case study: Dell B2C: How to create an integrated influencer marketing strategy? 4 Case study: Starbucks B2B: How to create an integrated influencer marketing strategy? 5 Case study: Microsoft How to measure the integrated influencer marketing strategy? 6 Game: Strategy on a post-it noteSo, what will we learn today? © MSLGROUP
  • 1 What are our business objectives? 2 What are our brand personality traits and brand values? 3 Who are our brand evangelists and what are their passions? 4 What is our shared social heartbeat? 5 What organizing platforms and energizing programs will we create? 6 How will we measure success: impact, influence and engagement?So, what will we do today? © MSLGROUP
  • DISCUSSION 06.29.2010 | P89 © MSLGROUP
  • SESSION 4: B2C: HOW TO CREATE AN INTEGRATED INFLUENCER MARKETING STRATEGY? 06.29.2010 | P90 © MSLGROUP
  • CASE STUDY: STARBUCKS 06.29.2010 | P91 © MSLGROUP
  • Starbucks Coffeehouse  Starbucks uses online community as an extension of its “the third place” “coffeehouse” experience.Source: http://www.starbucks.com/coffeehouse © MSLGROUP
  • Starbucks on Facebook  Active engagement on the Starbucks Facebook page  Micro contest and campaigns for user engagement  18 million + fansSource: http://www.facebook.com/starbucks © MSLGROUP
  • Starbucks Around the World  Starbucks has several country-specific pages and promotions on Facebook.Source: http://www.facebook.com/Starbucks#!/Starbucks?v=app_142063194423 © MSLGROUP
  • Starbucks Vote  Starbucks offered a free coffee to people who voted in the 2008 US elections.Source: http://www.youtube.com/watch?v=a2J8KJDsqqY © MSLGROUP
  • Starbucks Plegde 5  In 2009, Starbucks started the Pledge 5 campaign to encourage young people to volunteer.Source: http://www.youtube.com/watch?v=fom57XAEYWI © MSLGROUP
  • Starbucks Red  Starbucks tied up with Bono’s Red initiative to donate 5 cents for every drink to save lives in Africa.Source: http://www.youtube.com/watch?v=kkC5qYH0ln0 © MSLGROUP
  • Starbucks Reusable Mug  Starbucks encourages its consumers to switch from paper cups to reusable travel mugs.Source: http://www.starbucks.com/thebigpicture © MSLGROUP
  • Starbucks Card  Consumers can manage their Starbucks Card on the Facebook application.Source: http://www.facebook.com/Starbucks?v=app_338375791266 © MSLGROUP
  • Starbucks Card iPhone App  Consumers can register their card, check their balance, track the stars they earn toward free beverages and even pay for their drink using the Starbucks Card Mobile app.Source: http://www.starbucks.com/coffeehouse/mobile-apps/starbucks-card-mobile and http://www.youtube.com/watch?v=V4P0Eb9A3mQ © MSLGROUP
  • Starbucks Facebook Places Offer  Starbucks has tied up with Facebook Places to offer specials deals to consumers who check in at their stores.Source: http://www.facebook.com/Starbucks#!/Starbucks?v=app_7146470109 © MSLGROUP
  • Starbucks Foursquare Offers Starbucks has tied up with Foursquare to offer specials deals to consumers who check in at their stores regularly and become mayors. © MSLGROUP
  • Starbucks Brightkite Offers Consumers who checked-in at a Starbucks during “Frappuccino happy hour” got half-priced Frappuccinos and unlocked other features and rewards, including Frappuccino badges. © MSLGROUP
  • Starbucks Share  At Starbucks Share, consumer can share their story, wish, or drink for the holiday season.Source: http://starbucks.com/share# © MSLGROUP
  • Starbucks Share Taiwan  Starbucks is also running the Starbucks Share campaign in Taiwan.Source: http://www.facebook.com/starbuckstaiwan?v=app_6009294086 and https://www.starbucks.com.tw/act_ns/2010_share/index.html © MSLGROUP
  • Starbucks Personality App Starbucks created an application to match your personality with a coffee. © MSLGROUP
  • Starbucks Taiwan  Starbucks also ran a campaign in Taiwan in which it asked them to share their travel stories on Facebook.Source: http://www.facebook.com/starbuckstaiwan?v=app_4949752878 © MSLGROUP
  • Starbucks China Black is Chill  In China, Starbucks asked consumers to upload photos on the “black is chill” theme.Source: http://www.starbucks.com.cn/blackischill/ © MSLGROUP
  • Create Your Own Frappuccino  Satrbucks has used an online community to extend its “create your own frappuccino” experience.Source: http://www.frappuccino.com/community © MSLGROUP
  • My Starbucks Story  Starbucks partners submitted stories on why they love working at Starbucks.Source: http://mystarbucksstory.com/ © MSLGROUP
  • Starbucks V2V  Starbucks Volunteer network for promoting events and actionsSource: http://www.v2v.net/starbucks © MSLGROUP
  • My Starbucks Idea  Community of Starbucks fans for ‘making the Starbucks experience better’  Users submit and vote best ideas  Starbucks implements the ideaSource: http://mystarbucksidea.force.com/apex/ideaHome © MSLGROUP
  • Starbucks Digital Network  Starbucks has closed deals with several content providers including Foursquare, LinkedIn, New York Times, iTunes and Wall Street Journal to provide exclusive content to consumers who use free wi-fi at its stores.Source: http://starbucks.com/coffeehouse/wireless-internet/starbucks-digital-network © MSLGROUP
  • Stop Starbucks  Launched in May 2009, to coincide with a big Starbucks consumer generated content contest.  Minimal impact due to overwhelming positive conversations about Starbucks.Source: http://stopstarbucks.com © MSLGROUP
  • DISCUSSION 06.29.2010 | P115 © MSLGROUP
  • How does the social web work? 1 Game: Real life social network How is the social web changing 360 degree marketing? 2 Case study: PepsiCo How to create an integrated influencer marketing strategy? 3 Case study: Dell B2C: How to create an integrated influencer marketing strategy? 4 Case study: Starbucks B2B: How to create an integrated influencer marketing strategy? 5 Case study: Microsoft How to measure the integrated influencer marketing strategy? 6 Game: Strategy on a post-it noteSo, what will we learn today? © MSLGROUP
  • 1 What are our business objectives? 2 What are our brand personality traits and brand values? 3 Who are our brand evangelists and what are their passions? 4 What is our shared social heartbeat? 5 What organizing platforms and energizing programs will we create? 6 How will we measure success: impact, influence and engagement?So, what will we do today? © MSLGROUP
  • DISCUSSION 06.29.2010 | P118 © MSLGROUP
  • SESSION 5: B2B: HOW TO CREATE AN INTEGRATED INFLUENCER MARKETING STRATEGY? 06.29.2010 | P119 © MSLGROUP
  • CASE STUDY: MICROSOFT 06.29.2010 | P120 © MSLGROUP
  • Microsoft ExecTweets  Community built around aggregation of tweets from CXOs.  Voting, commenting and sharing on the aggregated tweets.Source: http://exectweets.com © MSLGROUP
  • Windows Support Community  Microsoft Windows support community with expert blogs and tips, and user stories.Source: http://windows.microsoft.com/en-US/windows/help/community © MSLGROUP
  • Microsoft Windows 7 Launch  When Microsoft launched Windows 7, it aggregated conversations about Windows 7 on the product homepage to show that consumers were receiving it positively.Source: http://www.microsoft.com/windows/social/ © MSLGROUP
  • Microsoft Press Room  Social media press room with rich multimedia content.Source: http://www.microsoft.com/presspass/default.mspx © MSLGROUP
  • Microsoft Developer Network  Community platform for Microsoft developers to network with and learn from each other.Source: http://msdn.microsoft.com © MSLGROUP
  • Microsoft Most Valued Professionals  Microsoft recognizes its key community evangelists as MVPs or Most Valued Professionals and works with them to amplify their voices.Source: http://mvp.support.microsoft.com/ © MSLGROUP
  • Microsoft Partner Network  Community platform for Microsoft partners to network with and learn from each other.Source: http://microsoftpartnernetwork.com © MSLGROUP
  • Microsoft Careers JobsBlog  Microsoft career blog with inside peek into company culture and advice from recruiters.Source: http://microsoftjobsblog.com © MSLGROUP
  • Zune Social  Online music community powered by what Zune users and their friends are listening to.Source: http://www.zune.net/en-us/promotions/jointhesocial/default.htm © MSLGROUP
  • Office Ribbon Hero  Game where users can play challenges, score points, and compete with your friends while improving their productivity with Office.Source: http://officelabs.com/projects/ribbonhero © MSLGROUP
  • Microsoft Bizspark  Targeted LinkedIn ads to drive leads to expert profile.  Direct interaction between experts and developers.Source: http://advertising.linkedin.com/bizspark © MSLGROUP
  • DISCUSSION 06.29.2010 | P132 © MSLGROUP
  • How does the social web work? 1 Game: Real life social network How is the social web changing 360 degree marketing? 2 Case study: PepsiCo How to create an integrated influencer marketing strategy? 3 Case study: Dell B2C: How to create an integrated influencer marketing strategy? 4 Case study: Starbucks B2B: How to create an integrated influencer marketing strategy? 5 Case study: Microsoft How to measure the integrated influencer marketing strategy? 6 Game: Strategy on a post-it noteSo, what will we learn today? © MSLGROUP
  • 1 What are our business objectives? 2 What are our brand personality traits and brand values? 3 Who are our brand evangelists and what are their passions? 4 What is our shared social heartbeat? 5 What organizing platforms and energizing programs will we create? 6 How will we measure success: impact, influence and engagement?So, what will we do today? © MSLGROUP
  • DISCUSSION 06.29.2010 | P135 © MSLGROUP
  • SESSION 6: HOW DO WE MEASURE SUCCESS? 06.29.2010 | P136 © MSLGROUP
  • Business impact New business opportunities New stakeholder relationships Mainstream media 1 coverage Platform influence (owned media)  Program engagement (earned media)  Fans, subscribers or  Comments, replies 2 3 registered users or retweets  Search engine rank  Mentions, embeds or and sentiment trackbacks  Cross-promotion  Kudos, referrals or between channels recommendationsIntegrated influencer marketing metrics © MSLGROUP
  • DISCUSSION 06.29.2010 | P138 © MSLGROUP
  • 1 What are our business objectives? 2 What are our brand personality traits and brand values? 3 Who are our brand evangelists and what are their passions? 4 What is our shared social heartbeat? 5 What organizing platforms and energizing programs will we create? 6 How will we measure success: impact, influence and engagement?Game: Strategy on a post-it note © MSLGROUP
  • DISCUSSION 06.29.2010 | P140 © MSLGROUP
  • How does the social web work? 1 Game: Real life social network How is the social web changing 360 degree marketing? 2 Case study: PepsiCo How to create an integrated influencer marketing strategy? 3 Case study: Dell B2C: How to create an integrated influencer marketing strategy? 4 Case study: Starbucks B2B: How to create an integrated influencer marketing strategy? 5 Case study: Microsoft How to measure the integrated influencer marketing strategy? 6 Game: Strategy on a post-it noteSo, what did we learn today? © MSLGROUP
  • 1 What are our business objectives? 2 What are our brand personality traits and brand values? 3 Who are our brand evangelists and what are their passions? 4 What is our shared social heartbeat? 5 What organizing platforms and energizing programs will we create? 6 How will we measure success: impact, influence and engagement?So, what did we do today? © MSLGROUP
  • DISCUSSION 06.29.2010 | P143 © MSLGROUP
  • LET’S STAY IN TOUCH www.gauravonomics.com gauravonomics@gmail.com gauravonomics on your favorite social network 06.29.2010 | P144 © MSLGROUP