Managing and Connecting with your Influencers (by W2O Group & SBA)


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This webinar will help small business owners learn how to engage with people who can influence their online reputation and gain value through social media tools. Word-of-mouth is becoming increasingly more important in driving purchases. Consumers care about what other consumers think, so they spend more time researching products and services online. Influencers who have the widest reach have the potential to sway their community. Research has shown that 65 percent of top US brands reported participating in influencer marketing.

Topics covered during this webinar are:

• Understanding the importance of influencers;
• Finding the right tools and methodologies to identify your influencers;
• Learning some basic techniques for engaging your key influencers; and
• Focusing on growing your future influencers

Published in: Business, Technology
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  • DR4WARD is ranked one of the Top Marketing Professors on Twitter by Social Media Marketing Magazine and is featured on’s list of Top 100 Web-Savvy Professors of 2012. DR4WARD is an authority on digital and social business, quoted in The New York Times, Wall Street Journal, USA TODAY, Inc., Forbes, Fortune, CNN, Bloomberg Businessweek, FastCompany, NPR and The Huffington Post, and called upon to speak at TEDx and SXSW Interactive Conferences. DR4WARD is also a delegate to the Cannes Lions International Festival of Creativity and a Google Glass Explorer.DR4WARD earned his Ph.D. in Media and Information Studies at Michigan State University and teaches internationally. He enjoys helping connect students and pros to learn about all forms of communication and creativity. He talks about, creates, and curates content on: Digital, Marketing, Advertising, Public Relations, Social Media, Journalism, Higher Ed, Innovation, Creativity, and Design. 
  • Our strategy is to engage influencers via a combination of content sharing, and value exchange. Both of these will be important internal integration points with Verizon marketing.There are three levels to our influencer engagement strategy. For the very top influencers, our internal team will develop personal relationships with them (roughly up to 50 influencers). For the next tier of important influencers, we will expand our outreach to share exclusive content and access/opportunities (roughly 50 – 500 influencers). Finally, for the thousands of micro or up-and-coming influencers, we will develop and influencer network, similar to General Mills “MyBlogSpark” or P&G’s “Tremor”. With this network, influencers will be invited to register for a Verizon program in which they are not paid, but they do receive first access to news, opportunities, and updates. Sometimes, that no one else receives.
  • Managing and Connecting with your Influencers (by W2O Group & SBA)

    1. 1. #SBASocialIdentifying and Connecting with yourInfluencersAaron Strout (W2O Group)& Dr. Bill Ward (Syracuse University) June 2013
    2. 2. #SBASocial• Aaron Strout, Managing Director, W2O Group• Blog:• Twitter: @aaronstroutToday’s Speakers• Dr. Bill Ward, Professor of Social Media at the S.I. NewhouseSchool of Public Communications at Syracuse University• Pinterest:• Twitter: @DR4WARD
    3. 3. #SBASocial• We ARE recording this webinar. You willreceive an e-mail with a link to the webinarin the next 48 hours.• Feel free to ask questions via the“Questions” module in the GoTo panel onthe right of your screen.• If you want to follow along on the back-channel via Twitter, the hashtag is#SBASocial.HousekeepingSpecial thank you to Justin Levy of Citrix for providing today’s GoTo Webinar platform –
    4. 4. #SBASocialAll Age Groups Are Using Social MediaSOURCE: Pew Research Center’s Internet & American Life Project surveys 2005-2012
    5. 5. #SBASocialWhat Is Social Influence?• Getting people to do things• Ability to drive action: conversations• Creating engagement with other peopleTrustPassionCredibilityAuthenticityTransparencyPersuasiveness
    6. 6. #SBASocialin·flu·ence·r [in-floo-uhns-ər]Individuals who have the power to affect purchasedecisions of others because of their (real orperceived) authority, knowledge, position, orrelationship.Definition of Influencer
    7. 7. #SBASocialTen Areas of Online InfluenceInfluence Areas Trend RelevanceAudioFavorite of sales force,customers on the goPodcasts of all types, plus audio tracks of video segments are an undefined area of online, yet havegrowing utilityBlogs>200MM; trend is to havemultiple blogs, multiplelanguagesWe should know the top influencers by topic who drive relevant share of voice. The numbers ofinfluencers are small, precision is key.Data / Slides 30MM uniques at SlideShare A great location to share all public presentations.ForumsThe engine of conversations andpassion onlineKnowing who is driving conversation in forums is key. We should treat high volume moderatorswith the same respect as we do with journalists.ImagesIs all content tagged to impactnatural search?Companies often forget to tag all content in the 10 languages that reach 95% of the onlinepopulation.Micro BloggingAn effective way to alertinfluencers, help propel newscyclesA great opportunity to build a network of influencers who want to share your news in real time.Twitter is a prime example.SearchYes, Google is #1, but YouTube is#2We need to know the influencers on the first screen for our brand and key topics. We also need tounderstand where people are taken when they search.Social NetworksThe communities that are oftenour “first place” to go onlineOur day often starts and ends with Facebook or MySpace or Orkut or other depending where welive.VideoConsumption habits are startingto favor video vs. copyThere are over 50 video sites to analyze, which sometimes house ratings and reviews of ourproducts.WikisFree online peer edited onlineencyclopediaNearly every topic has a Wikipedia entry, which means it could be the first information a consumerfinds about any topic they are seeking information about.
    8. 8. #SBASocialTremendous Value in Top Influencers8“Competitive Strategy In The Age Of The Customer,” Forrester Research Inc., June 6, 2011500 BillionBrand or Product impressions via consumers in social media.6%ofinfluencers80%ofimpressions
    9. 9. #SBASocialThe 1-9-90 Model of Influence1 9 90Influencers• Top opinion leaders – 1% orless who drive the ideas thatfuel conversation share withcurrent/potential customers• Important to focus contentand relationships hereActive Engagers• Second concentric circle ofinfluence – the people whocarry the message, and wheretop influencers source ideas• Important to surround soundwith paid + earned mediaThe Market• Reflects what customers read,search and discover online everyday. What do they learn? Whereare they? How can you connect?• Important to listen, educate, shareand provide unique experiences1% of People Create Content 9% Share and Repackage 90% Listen and LearnContents are proprietary and confidential.
    10. 10. #SBASocialWho has Social Influence?Tipping Point (2000) by Malcolm Gladwell:• Movements are caused by three types of influencers;connectors, mavens (subject matter experts), and salesmen.• Influence by a few, on many people• TV in the 1960’s, 3 channelsDegrees/Weak Ties (2003) by Duncan Watts:• Data analysis shows influencers rarely start contagiousmovements, instead average citizens provide the spark.• Influence by many, in smaller groups• TV today, thousands of channels
    11. 11. #SBASocialPre-Internet Age - Advertisements and controlled sources, word of mouth1998 - Google allows people to search for products2004 - Facebook starts shift to peer discovery2006 - Twitter enables real-time sharing with friends2010 - Pinterest allows visual aggregation and curation of products2011 - Peer Influence enables trust-based purchasing recommendations at scaleToday - Engagement, word of mouth, managing the message rather than controllingthe message. Ability to begin to measure influence.It has never been easier to be as influential as you can be today... it has never beenas hard as it is today, to cut through the clutter.Why Social Influence?
    12. 12. #SBASocialSource: People Trust Advertising?
    13. 13. #SBASocialNew Influencers & Types of InfluenceSocial Networks: Individuals can have the same influence an entiremagazine once didWord of Mouth: What used to be neighborhood person-to-person isnow international person-to-person.Why is there no trust? Who has socialinfluence?• Innovators• Commenters• Trend-spotters• Skeptics• Passionate Fans• Subject matter experts• Individual Social Networks
    14. 14. #SBASocialTools that Help Measure Influence and ConversationSocial Influence ScoringKlout 1-100Kred 1-1000Peer-Index 1-100Analyzing Conversation Reach and ContributorsTweetReachSocial MentionSocial Media Dashboard – Monitoring and AnalyticsHootsuiteHow Do You Identify Influencers?
    15. 15. #SBASocialHow is a Klout score calculated?The number of people you influence(across many Social Networks)+ How much you influence them+ How influential they are= Klout ScoreWhat is with a Klout Score?
    16. 16. #SBASocialKlout Perks
    17. 17. #SBASocialHow to Approach an Influencer –The Perfect PitchWorking with Your Influencers• Identify Influencers• Understand their Influence• Establish a Relationship• Build Trust with the Influencer, Make it PersonalAsking for Influence• Reach Out to Influencers about Your Product [talking about it vs.recommending it]• Create Opportunities for Sharing and Engagement [updates, newappearance information, new product statistics].• Make it Easier for Influencers to Share: share digital assets like images,videos, logos and press releases.• Thank, Recognize & Reward Engagement Maintain the Relationship,Keep in Touch
    18. 18. #SBASocialBuilding a Scalable Influencer NetworkGrow and nurture 1 to 1 relationships with theTop Tier and Tier 1 Influencers.Expand 1 to Many outreach to Tier 2 Influencers viaContent and Value Exchange.Scale 1 to Infinite network of influencers viaautomated communications.INCREASED REACH + QUALITY COVERAGE + WOM ADVOCACY + RISK MITIGATIONCONTENT + VALUE EXCHANGE
    19. 19. #SBASocialPowering Influencer Relations19 Contents are proprietary and confidential.ANALYTICS SHAREBAIT SPEEDDATINGMATCHMAKINGSOCIALHANDLING• Identify thetopInfluencers• Study theironline profile• Producetrendable contentbased on theirinterests• Produce personalcontent that’s allabout them• Map influencersto a relationshipholder internally• Break the ice forthe initialconversation• Coach theinternalrelationshipholder onwhat to saywhen• Manufacture anaturalintroductionbetweeninfluencer andinternalrelationshipholder
    20. 20. #SBASocialTrendable + Personal SharebaitPersonal SharebaitTrendable Sharebait• Individually produced for topinfluencers• Personalized to the influencer’sown life, reach, or focus• Branded for the influencer as agift• Rapidly produced to ride acurrent topic of conversation• Tells a broader story thatcontributes to the topic• Lightly branded from thecompanyPESOPESO
    21. 21. #SBASocialContent Engagement – Agile Creativefor SharebaitIMAGEENGAGEMENTWORKBENCHESINFOGRAMS(MINI-INFOGRAPHICS)
    22. 22. #SBASocialQUESTIONS?
    23. 23. #SBASocialTHANK YOU!• Aaron Strout, Managing Director, W2O Group• Blog:• Twitter: @aaronstrout• Dr. Bill Ward, Professor of Social Media at the S.I. NewhouseSchool of Public Communications at Syracuse University• Pinterest:• Twitter: @DR4WARD