#GorkanaSocial panel event: Azeem Azhar, PeerIndex
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#GorkanaSocial panel event: Azeem Azhar, PeerIndex



Azeem Azhar's slides from the Gorkana "Social Currency: Building Brand Advocacy" event on 17 April 2013.

Azeem Azhar's slides from the Gorkana "Social Currency: Building Brand Advocacy" event on 17 April 2013.



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  • Brands have managed to build significant audiences in the past few years. However, in gold-digging terms, you can liken all the Likes and Followers that brands have been mining for (successfully – point out numbers on slide) to the earth you shovel to get to the precious nuggets.

#GorkanaSocial panel event: Azeem Azhar, PeerIndex Presentation Transcript

  • 1. ShareBuilding social advocacy through insight Azeem Azhar, London April 2013 @azeem / @peerindex http://partners.peerindex.com/
  • 2. ShareSocial media is growing up s fie nti ates Ide oc v Phase 3: ad Advocacy s ow e Superstar Gr ienc d au Phase 2: “Have followers, want advocacy!” Phase 1: “No presence, want followers!” today t
  • 3. ShareYou have managed to build up significant audiences 6.2M followers 755K followers 130K followers 93K followers
  • 4. ShareNow what?
  • 5. The next step is to “find the gold” and develop advocacy togenerate social media ROI Share
  • 6. ShareLuckily, abundant social data makes this possible All people Identify and activate Your influencers brand’s Find gold in followers your existing community Your brand Find new customers followers’ look- and advocates you alikes didn’t know about
  • 7. It’s about influence in all its layers (not about a single score) Topics Context Location Activity Share
  • 8. ShareIt’s also not about celebrity 92% of consumers TRUST earned media, above all other forms of advertising SOURCE: Nielsen’s Global Trust in Advertising Survey
  • 9. Share...or simple follower counts Lemmings, moony wedding?, pyramid, buy followers, topical auth,
  • 10. After identifying your influencers you need to activate them Share
  • 11. AUTOMOTIVE PAN-EUROPEAN CASE STUDY PERKObjectiveWork with Blue Hive to deliver awareness campaign sixmonths prior to launchApproachPosition as a well designed, technical innovation formodern familyExecution1.Identified 25,000+ influencers matching B-MAX brandfootprint across Europe2.Activated > 750 influencers with Ford B-Max content3.Tracked discussion, content generation and message 100+ 4,200 14Mspread blog influencers people mentions engaged reached Share
  • 12. ENTERTAINMENT NATIONAL PERK CASE STUDYObjectiveBuild awareness & drive sign-ups for Tesco owned movie-on-demand service blinkboxApproachTarget movie influencers to generate word-of-mouthreferralsExecution1.Identified 800 influencers matching Blinkbox brandfootprint2.Activated 250 to receive 10 movie rentals free of charge(£35 value)3.Tracked discussion, content generation and message 6.3% 800 435Kspread which drove positive sentiment and acquisition engagement Influencers earned rate engaged media imps Share
  • 13. Share Keep in touch: Azeem Azhar @azeem / @peerindexhttp://partners.peerindex.com/