INTEGRATED INFLUENCER MARKETING                            Gaurav Mishra/ Gauravonomics             www.gauravonomics.com...
Director of digital and social media at MSLGROUP Asiawww.mslgroup.com/#practices/socialmedia                              ...
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 market...
1   What are our business objectives?  2   What are our brand personality traits and brand values?  3   Who are our brand ...
SESSION 1: HOW DOES THE SOCIAL WEB WORK?                                   06.29.2010 | P7                                ...
Form groups of ten and check your chart paper/ post-it notes/  0      marker pens      Write your name and avatar-name, dr...
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 other...
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...
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 talk...
DISCUSSION             06.29.2010 | P15                  © MSLGROUP
Business                                objectives                                    0                     1 ...
Evangelist passions                             Social                           heartbeat                             Bra...
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 market...
1   What are our business objectives?  2   What are our brand personality traits and brand values?  3   Who are our brand ...
DISCUSSION             06.29.2010 | P21                  © MSLGROUP
SESSION 2: HOW IS THE SOCIAL WEB CHANGING           360 DEGREE MARKETING?                                   06.29.2010 | P...
Brand positioning  TV commercial  360degree campaignOld 360 degree marketingThe old 360 degree marketing was designed ar...
Campaign 1 Campaign 2         Campaign 3              Attention                                             TimeOld 360 de...
Social heartbeat  Online community 360 degree commitment360 degree marketing reduxThe new 360 degree marketing is design...
Campaign 3                                        Campaign 2                             Campaign 1          Attention    ...
CASE STUDY: PEPSI REFRESH PROJECT   Disclosure: PepsiCo India was a 2020 Social client                                    ...
Pepsi’s Super Bowl obsession   Pepsi spent $142    million on Super Bowl    ads in the last decade    with ads that were ...
Pepsi Refresh Everything   The earlier version of    the Pepsi Refresh    website showcased    content and contests    th...
Shift 2: Commercial-centric  community-centric   In January 2010,    PepsiCo launched the    Pepsi Refresh Project    wi...
Shift 3: Short-term campaigns  long-term commitment   Apart from monthly    contests in which 1000    ideas compete for ...
Pepsi Refresh Celebrity Challenge   Pepsi Refresh Celebrity    Challenge where Demi    Moore and Kevin Bacon    promoted ...
Pepsi Refresh: NASCAR Contest   Pepsi Refresh ran a    contest with NASCAR    where three drivers    promoted their    fa...
Pepsi Refresh Do Good for the Gulf   Pepsi Refresh also ran    a special contest to    fund ideas that can    help in the...
Pepsi Refresh: Cherry Goodness   Pepsi Refresh contest    where consumers can    win $5000 for    themselves and $5000   ...
Shift 4: Interruption-based  permission-based   People opt-in to vote    for and promote their    favorite projects and ...
Shift 5: Brand commercial  branded content streams   The Pepsi Refresh blog    includes    announcements, how-    to tip...
Shift 6: Paid or earned media  owned and shared media   Pepsi Refresh content    is created by celebrity    ambassadors,...
1     Inside-out brand message  outside-in social heartbeat    2     TVC-centric  community-centric    3     Short-term ...
DISCUSSION             06.29.2010 | P44                  © MSLGROUP
HOW IS THE SOCIAL WEB CHANGING THEMARKETING COMMUNICATIONS ECOSYSTEM?                               06.29.2010 | P45      ...
Advertising                    agencies                    - Creative     Media buying     agencies     - Paid media      ...
Advertising                       agencies                       - Creative                                            Fro...
Advertising                      agencies                      - Creative                                           Digita...
Advertising                       agencies                       - Creative                                            Dig...
Advertising                               agencies                               - Creative                               ...
Advertising                              agencies                              - Creative                                 ...
Advertising                              agencies                              - Creative           Brands creating       ...
1     Web of social relationships, not digital media    2     Word of mouth conversations are measurable    3     Everyone...
Share insights on which social heartbeats resonate with the brand    1          values    2     Help the brand build long-...
Media Relations                         Create content for                              stories                           ...
Owned Media                       Hub for content,                        conversation,                         community,...
Plan:                                   Insight and Foresight                                   - Context                 ...
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 market...
1   What are our business objectives?  2   What are our brand personality traits and brand values?  3   Who are our brand ...
DISCUSSION             06.29.2010 | P61                  © MSLGROUP
SESSION 3: HOW TO CREATE AN INTEGRATED    INFLUENCER MARKETING STRATEGY?                                  06.29.2010 | P62...
1                2                 3            4               5             6 Context          Content          Conversa...
CASE STUDY: DELLDisclosure: Dell India is a 20:20 Media and 2020 Social client                                            ...
Dell Support Community   As early as 1996-97,    Dell started customer    communities to involve    Dell customers in    ...
Dell Hell   In 2005-06, influential    blogger Jeff Jarvis got    tired of Dell’s    unresponsive customer    service and...
Direct2Dell Blog   In response to the Dell    Hell meme, Dell    started the Direct2Dell    blog to reach out to    and b...
Dell Ideastorm   Encouraged by the    success of Direct2Dell,    Dell started customer-    driven ideation    community D...
Dell Employee Storm   Dell also started an    internal ideation    platform called Dell    Employee Storm to    listen to...
Dell Digital Nomads   Dell has launched    communities of    interest, like Dell    Digital Nomads for    highly mobile, ...
Dell Take Your Own Path   Dell has launched    communities of    practice, like Dell Take    Your Own Path for    entrepr...
Dell Go Green   Dell has launched    caused based    communities, like Dell    Go Green for    consumers to submit    ide...
Direct2Dell India, China, Japan   Dell has launched    country-specific or    language-specific blogs    and communities ...
Dell China   Dell also has a support    BBS in China, apart    from profiles on Sina    Weibo and Renren.Source: Dell Chi...
Dell China/ Renren Doodle Contest   Dell China tied up with    Renren to create a    contest where    consumers could    ...
Dell SMB on Facebook   Dell has created    communities on    Facebook, like the Dell    Social Media for Small    Busines...
Dell Outlet on Facebook/Twitter   Dell uses Facebook and    Twitter as channels to    sell computers to    consumers and ...
Dell Support on Facebook/Twitter   Dell provides full    access to its support    forums from within    Facebook.   Dell...
Dell Social Media Stakeholders   Dell has a hub-and-    spoke model with a    small central strategy    team working with...
Dell Social Media Policy   Dell has a public social    media policy for its    employees, which sets    expectations for ...
Dell Community Policy   Dell has a public    community policy for    the members of its    community and    support forum...
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        ...
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 market...
1   What are our business objectives?  2   What are our brand personality traits and brand values?  3   Who are our brand ...
DISCUSSION             06.29.2010 | P89                  © MSLGROUP
SESSION 4: B2C: HOW TO CREATE AN INTEGRATED      INFLUENCER MARKETING STRATEGY?                                    06.29.2...
CASE STUDY: STARBUCKS                        06.29.2010 | P91                             © MSLGROUP
Starbucks Coffeehouse   Starbucks uses online    community as an    extension of its “the    third place”    “coffeehouse...
Starbucks on Facebook   Active engagement on    the Starbucks    Facebook page   Micro contest and    campaigns for user...
Starbucks Around the World   Starbucks has several    country-specific pages    and promotions on    Facebook.Source: htt...
Starbucks Vote   Starbucks offered a    free coffee to people    who voted in the 2008    US elections.Source: http://www...
Starbucks Plegde 5   In 2009, Starbucks    started the Pledge 5    campaign to encourage    young people to    volunteer....
Starbucks Red   Starbucks tied up with    Bono’s Red initiative to    donate 5 cents for    every drink to save    lives ...
Starbucks Reusable Mug   Starbucks encourages    its consumers to switch    from paper cups to    reusable travel mugs.So...
Starbucks Card   Consumers can manage    their Starbucks Card on    the Facebook    application.Source: http://www.facebo...
Starbucks Card iPhone App   Consumers can register    their card, check their    balance, track the    stars they earn to...
Starbucks Foursquare Offers Starbucks has tied up  with Foursquare to  offer specials deals to  consumers who check  in a...
Starbucks Share   At Starbucks Share,    consumer can share    their story, wish, or    drink for the holiday    season.S...
Starbucks Personality App Starbucks created an  application to match  your personality with a  coffee.                   ...
Starbucks Taiwan   Starbucks also ran a    campaign in Taiwan in    which it asked them to    share their travel    stori...
Starbucks China Black is Chill   In China, Starbucks    asked consumers to    upload photos on the    “black is chill” th...
My Starbucks Story   Starbucks partners    submitted stories on    why they love working    at Starbucks.Source: http://m...
Starbucks V2V   Starbucks Volunteer    network for promoting    events and actionsSource: http://www.v2v.net/starbucks   ...
My Starbucks Idea   Community of    Starbucks fans for    ‘making the Starbucks    experience better’   Users submit and...
Starbucks Digital Network   Starbucks has closed    deals with several    content providers    including Foursquare,    L...
Stop Starbucks   Launched in May 2009,    to coincide with a big    Starbucks consumer    generated content    contest.  ...
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 market...
1   What are our business objectives?  2   What are our brand personality traits and brand values?  3   Who are our brand ...
DISCUSSION             06.29.2010 | P118                   © MSLGROUP
SESSION 5: B2B: HOW TO CREATE AN INTEGRATED      INFLUENCER MARKETING STRATEGY?                                    06.29.2...
CASE STUDY: MICROSOFT                        06.29.2010 | P120                              © MSLGROUP
Microsoft ExecTweets   Community built    around aggregation of    tweets from CXOs.   Voting, commenting    and sharing...
Windows Support Community   Microsoft Windows    support community    with expert blogs and    tips, and user stories.Sou...
Microsoft Windows 7 Launch   When Microsoft    launched Windows 7, it    aggregated    conversations about    Windows 7 o...
Microsoft Press Room   Social media press    room with rich    multimedia content.Source: http://www.microsoft.com/pressp...
Microsoft Developer Network   Community platform    for Microsoft    developers to network    with and learn from    each...
Microsoft Most Valued Professionals   Microsoft recognizes    its key community    evangelists as MVPs or    Most Valued ...
Microsoft Partner Network   Community platform    for Microsoft partners    to network with and    learn from each other....
Microsoft Careers JobsBlog   Microsoft career blog    with inside peek into    company culture and    advice from recruit...
Zune Social   Online music    community powered by    what Zune users and    their friends are    listening to.Source: ht...
Office Ribbon Hero   Game where users can    play challenges, score    points, and compete    with your friends while    ...
Microsoft Bizspark   Targeted LinkedIn ads    to drive leads to    expert profile.   Direct interaction    between exper...
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 market...
1   What are our business objectives?  2   What are our brand personality traits and brand values?  3   Who are our brand ...
DISCUSSION             06.29.2010 | P135                   © MSLGROUP
SESSION 6: HOW DO WE MEASURE SUCCESS?                                 06.29.2010 | P136                                   ...
Business impact                                    New business                                    opportunities         ...
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 ...
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 market...
1   What are our business objectives?  2   What are our brand personality traits and brand values?  3   Who are our brand ...
DISCUSSION             06.29.2010 | P143                   © MSLGROUP
LET’S STAY IN TOUCH     www.gauravonomics.com     gauravonomics@gmail.com     gauravonomics on your favorite     social ne...
Workshop: Integrated Influencer Marketing
Workshop: Integrated Influencer Marketing
Workshop: Integrated Influencer Marketing
Workshop: Integrated Influencer Marketing
Workshop: Integrated Influencer Marketing
Workshop: Integrated Influencer Marketing
Workshop: Integrated Influencer Marketing
Workshop: Integrated Influencer Marketing
Workshop: Integrated Influencer Marketing
Upcoming SlideShare
Loading in...5
×

Workshop: Integrated Influencer Marketing

7,376

Published 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

Published in: Business, News & Politics
1 Comment
20 Likes
Statistics
Notes
  • Thanks for sharing the interesting presentation on influencer marketing - www.influencer.in is also another initiative that we came across that is quite interesting.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
7,376
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
427
Comments
1
Likes
20
Embeds 0
No embeds

No notes for slide

Transcript of "Workshop: Integrated Influencer Marketing"

  1. 1. INTEGRATED INFLUENCER MARKETING  Gaurav Mishra/ Gauravonomics www.gauravonomics.com gauravonomics@gmail.com gauravonomics on your favorite social network 06.29.2010 | P1 © MSLGROUP
  2. 2. Director of digital and social media at MSLGROUP Asiawww.mslgroup.com/#practices/socialmedia © MSLGROUP
  3. 3. Writer and speaker at Gauravonomicswww.gauravonomics.com © MSLGROUP
  4. 4. Designer and changemaker at Ideasliver Labswww.ideasliver.com © MSLGROUP
  5. 5. 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
  6. 6. 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
  7. 7. SESSION 1: HOW DOES THE SOCIAL WEB WORK? 06.29.2010 | P7 © MSLGROUP
  8. 8. 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
  9. 9. DISCUSSION 06.29.2010 | P9 © MSLGROUP
  10. 10. 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
  11. 11. DISCUSSION 06.29.2010 | P11 © MSLGROUP
  12. 12. 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
  13. 13. DISCUSSION 06.29.2010 | P13 © MSLGROUP
  14. 14. 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
  15. 15. DISCUSSION 06.29.2010 | P15 © MSLGROUP
  16. 16. 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
  17. 17. Evangelist passions Social heartbeat Brand valuesWhy is identifying the social heartbeat core to integratedinfluencer marketing? © MSLGROUP
  18. 18. DISCUSSION 06.29.2010 | P18 © MSLGROUP
  19. 19. 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
  20. 20. 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
  21. 21. DISCUSSION 06.29.2010 | P21 © MSLGROUP
  22. 22. SESSION 2: HOW IS THE SOCIAL WEB CHANGING 360 DEGREE MARKETING? 06.29.2010 | P22 © MSLGROUP
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. CASE STUDY: PEPSI REFRESH PROJECT Disclosure: PepsiCo India was a 2020 Social client 06.29.2010 | P27 © MSLGROUP
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. Pepsi Refresh Celebrity Challenge  Pepsi Refresh Celebrity Challenge where Demi Moore and Kevin Bacon promoted their favorite causes.Source: http://facebook.com/refresheverything © MSLGROUP
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. DISCUSSION 06.29.2010 | P44 © MSLGROUP
  45. 45. HOW IS THE SOCIAL WEB CHANGING THEMARKETING COMMUNICATIONS ECOSYSTEM? 06.29.2010 | P45 © MSLGROUP
  46. 46. Advertising agencies - Creative Media buying agencies - Paid media  Public relations agencies - Earned media Event agencies - ExperiencesThe marketing communications ecosystem © MSLGROUP
  47. 47. 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
  48. 48. 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
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. 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
  53. 53. 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
  54. 54. 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
  55. 55. Media Relations Create content for stories  Offline Events Online Communities Spread online Strengthen offlineIntegrated influencer marketing approach © MSLGROUP
  56. 56. 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
  57. 57. Plan: Insight and Foresight - Context - Research - Workshops  Build: Engage: Organizing Platforms Energizing Programs - Community - Content - Design   - Conversation - Development - ConversionIntegrated influencer marketing process © MSLGROUP
  58. 58. DISCUSSION 06.29.2010 | P58 © MSLGROUP
  59. 59. 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
  60. 60. 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
  61. 61. DISCUSSION 06.29.2010 | P61 © MSLGROUP
  62. 62. SESSION 3: HOW TO CREATE AN INTEGRATED INFLUENCER MARKETING STRATEGY? 06.29.2010 | P62 © MSLGROUP
  63. 63. 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
  64. 64. CASE STUDY: DELLDisclosure: Dell India is a 20:20 Media and 2020 Social client 06.29.2010 | P64 © MSLGROUP
  65. 65. 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
  66. 66. 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
  67. 67. 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
  68. 68. 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
  69. 69. 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
  70. 70. 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
  71. 71. 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
  72. 72. 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
  73. 73. 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
  74. 74. 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
  75. 75. 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
  76. 76. 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
  77. 77. 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
  78. 78. 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
  79. 79. 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
  80. 80. 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
  81. 81. 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
  82. 82. 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
  83. 83. Dell Listening WorkflowSource: http://slideshare.net/Dell_Inc/blogwell-cincinnati-april-7-3678335 © MSLGROUP
  84. 84. Dell Blog Response ChecklistSource: http://www.slideshare.net/Dell_Inc/dell-outreach-in-the-blogosphere © MSLGROUP
  85. 85. 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
  86. 86. DISCUSSION 06.29.2010 | P86 © MSLGROUP
  87. 87. 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
  88. 88. 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
  89. 89. DISCUSSION 06.29.2010 | P89 © MSLGROUP
  90. 90. SESSION 4: B2C: HOW TO CREATE AN INTEGRATED INFLUENCER MARKETING STRATEGY? 06.29.2010 | P90 © MSLGROUP
  91. 91. CASE STUDY: STARBUCKS 06.29.2010 | P91 © MSLGROUP
  92. 92. Starbucks Coffeehouse  Starbucks uses online community as an extension of its “the third place” “coffeehouse” experience.Source: http://www.starbucks.com/coffeehouse © MSLGROUP
  93. 93. 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
  94. 94. 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
  95. 95. 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
  96. 96. 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
  97. 97. 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
  98. 98. Starbucks Reusable Mug  Starbucks encourages its consumers to switch from paper cups to reusable travel mugs.Source: http://www.starbucks.com/thebigpicture © MSLGROUP
  99. 99. Starbucks Card  Consumers can manage their Starbucks Card on the Facebook application.Source: http://www.facebook.com/Starbucks?v=app_338375791266 © MSLGROUP
  100. 100. 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
  101. 101. 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
  102. 102. 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
  103. 103. 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
  104. 104. Starbucks Share  At Starbucks Share, consumer can share their story, wish, or drink for the holiday season.Source: http://starbucks.com/share# © MSLGROUP
  105. 105. 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
  106. 106. Starbucks Personality App Starbucks created an application to match your personality with a coffee. © MSLGROUP
  107. 107. 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
  108. 108. 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
  109. 109. 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
  110. 110. My Starbucks Story  Starbucks partners submitted stories on why they love working at Starbucks.Source: http://mystarbucksstory.com/ © MSLGROUP
  111. 111. Starbucks V2V  Starbucks Volunteer network for promoting events and actionsSource: http://www.v2v.net/starbucks © MSLGROUP
  112. 112. 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
  113. 113. 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
  114. 114. 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
  115. 115. DISCUSSION 06.29.2010 | P115 © MSLGROUP
  116. 116. 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
  117. 117. 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
  118. 118. DISCUSSION 06.29.2010 | P118 © MSLGROUP
  119. 119. SESSION 5: B2B: HOW TO CREATE AN INTEGRATED INFLUENCER MARKETING STRATEGY? 06.29.2010 | P119 © MSLGROUP
  120. 120. CASE STUDY: MICROSOFT 06.29.2010 | P120 © MSLGROUP
  121. 121. Microsoft ExecTweets  Community built around aggregation of tweets from CXOs.  Voting, commenting and sharing on the aggregated tweets.Source: http://exectweets.com © MSLGROUP
  122. 122. 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
  123. 123. 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
  124. 124. Microsoft Press Room  Social media press room with rich multimedia content.Source: http://www.microsoft.com/presspass/default.mspx © MSLGROUP
  125. 125. Microsoft Developer Network  Community platform for Microsoft developers to network with and learn from each other.Source: http://msdn.microsoft.com © MSLGROUP
  126. 126. 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
  127. 127. Microsoft Partner Network  Community platform for Microsoft partners to network with and learn from each other.Source: http://microsoftpartnernetwork.com © MSLGROUP
  128. 128. Microsoft Careers JobsBlog  Microsoft career blog with inside peek into company culture and advice from recruiters.Source: http://microsoftjobsblog.com © MSLGROUP
  129. 129. 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
  130. 130. 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
  131. 131. Microsoft Bizspark  Targeted LinkedIn ads to drive leads to expert profile.  Direct interaction between experts and developers.Source: http://advertising.linkedin.com/bizspark © MSLGROUP
  132. 132. DISCUSSION 06.29.2010 | P132 © MSLGROUP
  133. 133. 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
  134. 134. 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
  135. 135. DISCUSSION 06.29.2010 | P135 © MSLGROUP
  136. 136. SESSION 6: HOW DO WE MEASURE SUCCESS? 06.29.2010 | P136 © MSLGROUP
  137. 137. 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
  138. 138. DISCUSSION 06.29.2010 | P138 © MSLGROUP
  139. 139. 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
  140. 140. DISCUSSION 06.29.2010 | P140 © MSLGROUP
  141. 141. 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
  142. 142. 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
  143. 143. DISCUSSION 06.29.2010 | P143 © MSLGROUP
  144. 144. LET’S STAY IN TOUCH www.gauravonomics.com gauravonomics@gmail.com gauravonomics on your favorite social network 06.29.2010 | P144 © MSLGROUP

×