Brian Giesen - POI Presentation

Engaging Consumer Influencers: Listening, Planning & Engaging

What is Influence? Social influence occurs when an individual's thoughts or actions are affected by other people. Social influence takes many forms and can be seen in leadership, persuasion, sales, and marketing.

Why does influence matter now, more than ever?

75% of people don't believe that companies tell the truth in advertisements. (Yankelovich)

What’s the most trustworthy source for purchase ideas? US 81% Word of Mouth WW 70% Editorial 56% 55% Advertising 55% 59% 2006 eMarketer

Can brands engage online influencers?

Strategic Approach to Social Media & Word of Mouth Blogger & Influencer Engagement Programs Conversation Maps Influencer Maps Co-creation Program Design & Management Live Community Events Video Content: Viral, Episodic, Channels Community Design & Management Social Network Activation Search Reputation Management Digital Media Relations

LISTENING External Blogs Internal Blog Photo Feeds Video Feeds

Where Do We Look?

Start Listening Monitoring Tools Type Free Google Blogs, technorati, IceRocket Blogpulse, Quantcast, etc… Consolidated Radian 6 Monitoring Advanced Visible Technologies (enterprise & response) Services Nielsen Buzzmetrics (outsourced reports) BuzzLogic Cymfony (cgm & traditional) Umbria Brand Dimensions Kaava Others: Andiamo, Biz360, eWatch, MediaSource

Listening: Message Boards, Blogs, Social Networks, Opinion Sites… I will not recommend Sleep Number to anyone again (and I have done so in the past) and if it comes up in the conversation. I post on Epinions and Craigslist and intend to mention this in my posts and on my Blog. Instead of using a little common sense, looking at longtime customer satisfaction, you have lost this customer for life. We were sorry to read about your experience and hope to be able to resolve this issue and regain your confidence in us once again. In order for us to do so, we’ll need more information from you to access your account and remedy the situation. Please call Select Comfort directly at 1-800-787-5230 and ask to speak with AJ Stewart. Two days after my diatribe about the Sleep Number bed appeared on this screen, I was apologized to and told to call a number and ask for a particular person. When I called I got a nice young lady named Amanda who asked what the problem was and then the poor dear had to endure my ire while I detailed the trouble. She listened with patience and asked me to hold on to see what could be done. About 2-4 minutes later she comes on and says “we’ll be taking that charge off your Amex”. I rescind my cessation of possible future purchases of their product. The beds are as good as they advertise.

PLANNING

Characteristics of An Online Influencer An Influencer is an individual or Web site which • Engages others in conversation, • Inspires others to continue the conversation and to expand the circle of engagement, • Participates consistently to maintain a timely conversation, • Is seen as credible by his or her audience to speak about the issue at hand, • Compels others to want to hear what he or she will say next, and • Creates content that is “remarkable”/worth remarking on.

Assessing Influence • Blogs & Microblogs • Message Boards & Forums – Number of inbound links – Breadth of boards – Frequency/timeliness of posts – Quantity and timeliness of activity – Followers & subscribers – Search engine visibility – Number and content of comments – Affiliation – Affiliation of author – Membership numbers – Search engine visibility – Traffic – Traffic – RSS feed subscriptions • Social Networks – Membership numbers • Videos & Photo Communities – Types of community features present – Number of views and downloads (e.g., profiles, blogs, video, message – Number and content of comments boards) – Ratings/peer assessment – Activity level on features – Relevant groups – Affiliation – Number of subscribers – Search engine visibility – Number of inbound links

Inbound Links RSS Subscriptions Site Traffic Conversation Index Recency & Frequency Identity & Affiliation

AMPLIFYING THE QUAKER LIVING PROOF BLOGGER WEEKEND One weekend. 16 bloggers. Getting smart on Oatmeal! In November 2008, Quaker hosted 16 of the top health and wellness bloggers to begin a dialogue about heart health and Quaker products. Attendees were provided WiFi and a registered Twitter hashtag to use with their coverage. As a result, participants posted a total of 139 times on their blogs, Twitter, Flickr and YouTube accounts – generating an estimated reach of 6.6 unique monthly visitors (UMVs), more than 3,000 blog comments, and 705 click-throughs to a product.

To Sum Up...

RSS Dashboard Grab it: www.theDailyInfluence.com

To Sum Up... • Trust favours' word of mouth over mainstream media • Social media (the technology) makes it easier for WOM to spread farther, faster, and to a wider audience • When looking to engage consumer influencers online: 1. Listen first 2. Plan by identifying people who are influential 3. Engage

Thank You!

Brian Giesen - POI Presentation

by Beth Etling on May 21, 2009

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Brian Giesen - POI Presentation — Presentation Transcript