Influencers Miracle 12 16 09

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  • Think in terms of the “Engagement Value” that answers the question of why people would care to spend time with your brand experience or share it with a peer. All “Creative Briefs” should have an Engagement Value section in them. In short, “engagement” is the new criteria for “creative.”
  • Conduct the usability testing on the beta site? This is something we could help with and may provide unique value to your proposition. Also, you could consider adding a research component as a part of the program. Since this is a new service launch via the web site we could do some micro targeting research to profile and map potential consumers of the service - both individuals and corporations (HR/training managers). This research could help determine the best propects for this kind of service as well as core messaging that could influence service interest and use.
  • Influencers Miracle 12 16 09

    1. 1. HOW TO: Work with Digital Influencers! WOM SUPERGENIUS December 16, 2009
    2. 2. Working With Influencers <ul><li>Articulate a Clear Mission </li></ul><ul><li>Create Engagement Value </li></ul><ul><li>ID Relevant Influencers </li></ul><ul><li>Build Your House Out of Bricks </li></ul><ul><li>Keep it Up </li></ul>
    3. 3. KNOW YOUR MISSION
    4. 4. <ul><li>Reach </li></ul>Preference <ul><li>Action </li></ul>Awareness Evaluation Engagement Advocacy Conversion } } } Define the Communication Goal
    5. 5. CREATE ENGAGEMENT VALUE Graffiti photo by Flickr user: Franco Folini
    6. 7. Audit Your Assets – What Do You Have to Offer? <ul><li>A sneak peek of new offerings? </li></ul><ul><li>The chance to meet your known/hidden heroes? </li></ul><ul><li>The opportunity to truly be heard? </li></ul><ul><li>Honor, fame, giveaways, a consulting job? </li></ul><ul><li>Recognition among their peers? </li></ul>
    7. 9. ID RELEVANT INFLUENCERS
    8. 10. ID Relevant Influencers <ul><li>Not just the Top 10, the Alltop, the Technorati elite </li></ul><ul><li>Match the Influencers to the engagement opportunity </li></ul><ul><li>Look at adjacent categories </li></ul><ul><li>Sort by the ability to create great content </li></ul><ul><li>Read their blog - Filter for relevance & receptivity to your brand </li></ul>
    9. 11. Consider Adjacent Categories
    10. 12. Build Your House out of Bricks
    11. 13. FTC Guidelines WOMMA Ethics Insourced Relationships Listening to Influencers Providing Value
    12. 14. Keep it Up Graffiti image courtesy Flickr user: INsinU8
    13. 15. 360° Digital Influence Engagement Framework <ul><li>Conversation Map </li></ul><ul><li>Search Intent Modeling </li></ul><ul><li>User Social Profiles </li></ul><ul><li>Influencer Maps </li></ul><ul><li>Engagement Plan </li></ul><ul><li>Digital Crisis Management </li></ul><ul><li>Influencer & Blogger Engagement </li></ul><ul><li>Co-Creation Programs </li></ul><ul><li>Event Activation & Amplification </li></ul><ul><li>Content Creation & Distribution </li></ul><ul><li>Crisis Response </li></ul><ul><li>Conversation Impact </li></ul><ul><li>Delivery of Content & Offers </li></ul><ul><li>Community & Social Web Management </li></ul><ul><li>PR & Digital Media Relations </li></ul><ul><li>Influencer Outreach </li></ul><ul><li>SEM/SEO </li></ul><ul><li>Paid Media </li></ul><ul><li>Content Syndication </li></ul><ul><li>Social Network Activation </li></ul>LISTEN PLAN ENGAGE OPTIMIZE AMPLIFY
    14. 16. http://virginiamiracle.com Google: Virginia Miracle [email_address]

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