Got Clout? Social Influence for the International Executives Association Leadership Conference Ottawa Sept 2011

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Presentation to the International Executives Association Leadership Conference in Ottawa, Ontario, Canada September 2001

Presentation to the International Executives Association Leadership Conference in Ottawa, Ontario, Canada September 2001

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  • Purchasing power due to your audience, celebrity endorsements
  • When top Hollywood celebrity Tom Cruise wore a pair of 1952 Ray-Ban 'Wayfarers' in the blockbuster, Risky Business, he took annual sales of Wayfarers from 18,000 to a staggering 260,000 in 1983. Another Tom Cruise hit-film, Top Gun, had the same impact for Ray-Ban Aviators. Ray-Bans are now the best selling sunglases in the world.
  • From 2000, Jamie Oliver was the public face of the Sainsbury's supermarket chain in the UK, appearing on television and radio advertisements and in-store promotional material. The deal earned Jamie an estimated £1.2 million every year, but in the first two years these advertisements were estimated to have given Sainsbury's an extra £1 billion of sales
  • In comes social media allowing us to aggregate all this public information and voila…
  • Brands are becoming more customer-centric and with access to much more information, we are listening more.
  • Klout Score is a normalized ranking based on:True Reach: The people who regularly pay attention to what you say.Amplification Probability: How far (and often) your content spreads.Network Influence: The influence of your engaged network.PeerIndex Score has a fundamentally different approach. Rather than calculating a global score first, it defines topics and then calculates an Authority Score in that topic. The rationale behind this is sound: that experts in one topic are not necessarily experts in another.The PeerIndex Score is a normalized ranking based on:Authority: Quality of the links you share and content you recommend.Activity: How active you are in a topic based on relevance.Audience: Number of people you can reach after discounting spam/gamed/inactive accountsThe key difference between the two approaches is:PeerIndex also analyzes quality of content you share, rather than just monitoring Twitter activity.
  • Peter Shankman, Zappos
  • Relevance is Everything because scoring is not always the full pictureJessica and Shannon Marrero don’t even have twitter accts so by Klout & PeerIndex standards, they don’t even have a scoreAlso, to increase your score you MUST be relevant in your topicBrands also comb social networks looking for the authorities, congruent and consistent content creates authority.
  • For BrandsYour business needs influencers. They're already talking about your industry and maybe even your products. Find and engage these influencers and they can become evangelists for your brand. Klout allows you to find influencers based on topic or hashtag. Do you know the value of your customers? Historically lifetime value has been measured based on purchases, but with Klout you can understand their network value. People trust recommendation more than advertisements; Klout allows business to tap into that power.Your Business should:Know who your most influential customers are (and communicate with them)Find out who's influential in your industry/areaDiscover who's talking about your brand and how much reach they haveMaximize your own influence and drive positive conversations about your brand


  • 1. Got Clout?Introducing Social Influence
    Presented By: Lisa McKenzie, Social Media Strategist
  • 2. About Red Carpet
    More than 60 years of combined business, branding, marketing and sales intelligence.
    We are boutique consulting firm specializing in digital marketing solutions and partnering strategies. We help our clients build brand equity, social influence, competitive advantage, incremental revenue growth and a leadership position within their field of expertise or industry.
    Presentation by Red Carpet Strategies. You may not reproduce or resell the content of this presentation in any manner. All Rights Reserved. Copyright © 2011
  • 3. Today’s Presenter
    • Certified Social Media Strategist and Joint Venture Specialist
    • 4. Speaker, Trainer and Consultant in Digital Marketing
    • 5. Co-Founder of Red Carpet Strategies Consulting and the Social Media Academy for Women
    • 6. Founding member of the International Social Media Association
    • 7. Co-author of 6 books on Social Media
    • 8. Founder of Deserving Divas Community - Lifestyle Events
    • 9. Voted a Noisemaker of the year by Montreal Mirror
    • 10. and “Montreal’s Favorite Twitter Mom”
  • Today’s Agenda
    What is social influence?
    How your social influence is measured
    How to gain social influence
    How to find influencers and brand evangelists
    Question period
    Twitter HashTag #iea2011Ottawa
    Presentation by Red Carpet Strategies. You may not reproduce or resell the content of this presentation in any manner. All Rights Reserved. Copyright © 2011
  • 11. Celebrity Influence
    "A sign of a celebrity is that his name is often worth more than his services.” - Daniel J Boorstin
  • 12. Tom CruiseRay-Ban “Wayfarers”
    Wayfarers 1983 Sales
    $18,000 $260,000
  • 13. Jamie OliverSainsbury's Supermarkets
    1st year of Endorsement =
    EXTRA1 Billion $$$$
  • 14. Social Media
  • 15. You have a VoiceWelcome to the Age of the Expert
    101 million web users read blogs ComScore
    Blog readership spiked 300% from 2004 to 2008 Jupiter Research
    17% on time online is spent on Social networking and reading blogs Neilson
  • 16. How far your message spreads?Your Circle of Influence
    YOU ->
    Your Network
    Their Network
    Their Network’s Network
  • 17. WE are the NEW Influencers
    70% of bloggers write about brands organically, almost half post product reviews Technorati
    40% of online Moms use social media for product recommendation
    65% of blog readers access blogs to get an opinion Synovate
  • 18. How we BUY
    92% of people trust user reviews over sales clerks Penn Shoen and Berland
    52% of readers said Blogs factored into the critical moment they decided to buy Jupiter Research
  • 19. Social Influencefor the Masses
    True reach, Amplification, Network
    Authority, Activity, Audience
    Scores range from 1 to 100
    Early adopters in industries such as:
    Marketing, social media, advertising, communications and PR
  • 20.
  • 21.
  • 22. Where the data comes from
    Personal data:
    • Your score is initially measured by validating your Twitter ID,
    then linking your Facebook, LinkedIn, YouTube and many other social profiles.
    Brand/Commercial data:
    • Klout will soon aggregate data from your Facebook Pages
    • 23. PeerIndex will soon integrate blog data.
  • How social influence is measured?
    Klout & PeerIndex pull data from your social interactions = your digital footprint
    What you post, tweet, blog about
    Who you talk to, influence, re-tweet
    Who influences & re-tweets you
    Who is in your circles of influence, are they opinion leaders?
  • 24. Brand YouThe importance of Personal Branding
    Essential for serial entrepreneurs
    In your name, your influence is yours to keep
    You can take it anywhere with you, across any platform or social network
  • 25. People in your neighborhood
    Deanna White
    Tweeting PR tips & trends for creating news stories that capture media audiences in Ottawa. Musings from Deanna White of storylinePR can be found @storyline.
  • 26. People in your neighborhood
    A successful sales professional for over 20 years, she understands the challenges of selling in today's market and how traditional sales techniques from decades ago often fall short.
  • 27. Gary Vaynerchuk
  • 28. What’s your Passion?
  • 29. How to increase YOUR social influence
    Are you re-tweet worthy?
    Speak, post, tweet and blog about your core business and/or your passions
    Stay within your niche
    Share high quality shareable content
    Follow other influencers, share their content
    Build your audience without relying purely on mutual following.
  • 30. Relevance is Everything
    Congruent and consistentcontent creates authority.
    Are you on topic?
    Keywords determine your niche, categories of expertise
    Use hashtags# to clarify your topics
    Great indicator is how you are listed on Twitter
  • 31. Finding influencers and brand evangelists
    Who and where are the influential people that will be the evangelists that motivate crowds to buy my brand?
    Discover who cares about your niche
    Find them in groups, micro/niche networks
    Listen, observe, learn only then interact
    Join them
    Crowd source to find out what they are engaged in
    People do business with those they know like and trust.
  • 32. Do you know Terence Robinson?
    • Private network
    • 33. By invitation only
    • 34. World’s Taste Makers
    • 35. Sophisticated and Influential
    Your influence or social clout is valuable in your personal circles of influence but is not necessarily transferable into other circles.
  • 36. 12 Key Action Steps
    Sign up for to access Google products
    Set Google Alerts in your name, company’s name, competitors and industry to keep up to date.
    Use Google Reader to pull the news you want to read each day
    Sign up for and PeerIndex.netto obtain and your manage your influence scores
    Purchase and use your own domain name i.e.
    Start a blog, use blog to post original content & syndicate to social networks
    Develop a list of 20 keywords and live & breathe by them to stay relevant when posting to social networks
    Speak, post, tweet and blog about your core business and/or your passions
    Stay within your niche
    Share high quality shareable content
    Manage your social networks with
    Find a niche network to participate in
  • 37. Connect with Us
    Visit our website at
  • 38. Questions?
  • 39. Thank you for your participation