Your SlideShare is downloading. ×

Engaging The Influencers by Agent Wildfire

4,044

Published on

Sean Moffitt's, President of Agent Wildfire Opening Keynote Presentation at "Engaging the Influencers" hosted by Marketing Magazine

Sean Moffitt's, President of Agent Wildfire Opening Keynote Presentation at "Engaging the Influencers" hosted by Marketing Magazine

Published in: Business, Technology
2 Comments
23 Likes
Statistics
Notes
No Downloads
Views
Total Views
4,044
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
285
Comments
2
Likes
23
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Engaging Influencers
    November 24, 2009
    Sean Moffitt @SeanMoffitt
    President & Chief Evangelist,
    Agent Wildfire
    Oct 22, 2009
  • 2. Speaking of Influencers….
    It’s Movember time – join my team
    http://bit.ly/3MIf4x
  • 3. We find and work with Influencers
  • 4.
    • 40 industry/social media experts
    • 5. 100 brand communities/ initiatives
    • 6. Ongoing…
  • Some of these people are not like the others….
  • 7. Huh?….
  • 8. If anything the social web has demonstrated the importance of influencers….
  • 9. The open web has exposed our social graph….
  • 10. Influence is distributed unevenly in life, social media ….and in this room
  • 11. The social web works based on a small passionate group providing benefit to the masses
  • 12. Me in 1992
    Me in 2009
    150
    1855
    X 12
    X 170
    150
    X 12
    2000
    8000
    X 500
    X 72
    5000
    1700
    X 170
    X 120
    2.8 Million
    People
    Strength
    1800
    People
    Strength
  • 13. For less than 15% of your audience this is actually true:
    “I don't know how to put this but I'm kind of a big deal.
    People know me.
    I'm very important.”
  • 14. Should we really be surprised that some people/customers are more influential than others?
  • 15. Only 25% of people in the world are supertasters….
  • 16. Only 5% of people in the world have absolute pitch….
  • 17. Only 3% of people are tetrochromats….
  • 18. Less than 1% of people have photographic memory….
  • 19. Only 10% of golfers can break 90, 1% break 80 and 1.25 × 10-10 play like Tiger
  • 20.
  • 21. And shouldn’t we want to account for them as being more valuable?
  • 22. Let’s consider another industry
  • 23. Salary Multiple Over
    Ave. Income
    Top 100 Players NHL - $6.2 Million 177.1x
    Next 900 Players NHL - $1.5 Million 42.9x
    Next 1,000 Players AHL - $75,000 2.1x
  • 24. Now the Influencers
    ExpensePer Capita Multiple Over
    Joe TV
    Top 25 Journalists $50k $2,000 22222x
    Top1000 Influencers $xxk ???? ???
    An Acquisition $50k $10.00 111.1x
    TV Viewer $50k $ 0.09 1x
  • 25. The Law of The Few:
    “The answer is that the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”
    Malcolm Gladwell, The Tipping Point
     
  • 26. Should we care? Why do we care?
  • 27. Let’s talk about the elephant in the room…
  • 28.
  • 29. Fundamental changes are occurring in – the environment we build brands……
    Shifts in media
    Shifts in technology
    Shifts in demographics
    Shifts in customer needs
    Shifts in business models
  • 30. To sum up…
  • 31. Brand Prerogative –
    Engaged Brands Grow, Closed Brands Don’t
    Engaged brand value +18%
    Non-engaged brand value -6%
    Source: Interbrand 2009 Best Global Brand s report
  • 32. Who are we turning too…
  • 33. We’re turning the marketing model upside down
  • 34. The Fastest Growing Marketing/Media Segments
    Expected 5 year
    Compound Annual Growth Rate
    Word of Mouth 27%
    Internet/Mobile 14%
    Branded Entertainment 13%
    Custom Publishing 11%
    Out of Home 10%
    Source: VeronisSuhler Stevenson
  • 35. What forms of new media/marketing will experience the biggest growth in the next few years (out of 22 types)?
    Social media marketing 37%
    Social network marketing 35%
    Mobile marketing 34%
    User-generated Content 31%
    Influencer marketing 28%
    Source: Agent Wildfire Buzz Report 2009
  • 36.
  • 37.
  • 38. Why are they so damn valuable?
  • 39. Brand Advocacy - as a marketer, Influencers are your “people market” multipliers
    Brand Buzz- as a media person, Influencers are a grassroots complement and amplifier
    Brand Perception – as a PR person, Influencers are game changing allies
    Brand Content – as an agency or innvoator, Influencers are creative partners and crowdsourced sources of solutions and ideas
    Brand Insight - as a researcher or innovator, Influencers are a savvy alchemy of wisdom and feedback
    Brand Support- As an organization, Influencers, when dealt with appropriately, are extraordinarily effective and valuable brand ambassadors and cust. service agents
     
  • 40. R
    E
    C
    S
    Four sources of Influencer power
    x
    x
    x
    Reach
    Exposure
    Credibility
    Suasion
  • 41. Who are they?
  • 42. Not Everyone Participates Equally
  • 43. The Influencers – Word of Mouth Powerbrokers
  • 44. Six Types of Influencers
  • 45. “The Message Creators” – 1.1% of the population
    - Creators, The Vanguard, Prosumers, Innovators, Activists, Trailblazers, The Edge, Mavericks
    “The Message Radar” – 0.7% of the population
    - Conversations Starters, Alphas, Coolhunters, In-the-know, Early Adopters, Style hounds, Culture savvy,
    “The Message Sellers” – 1.9% of the population
    • Evangelists, Salespeople, Persuaders, Change agents, Rainmakers, Proselytizers, Bellwethers, The Momentum
     
  • 46. “The Message Credibility” – 3.6% of population
    - Gatekeepers, Databanks, Authorities, Filters, Gurus, Torture Testers, Filters
     
    “The Message Magnets” 0.8% of the population
    - Endorsers, Mega Hubs, High Priests, Fame Magnets, A-Listers
    “The Message Spreaders” - 1.8% of population
    - Organizers, Sneezers, Bees, Social Glue, Converters, Chatterers, Promiscuous, Connectors
  • 47.
  • 48. Tastemaker Motivations: To innovate, to create, to push the envelope, to be different
     
     
    Tastemaker Roles in Word of Mouth:
    · Prosumption—building new stuff, collaborative production
    · Innovation Sounding Board—providing stimulus for innovation
    · User Generated Content—creating marketing content
     
    Profile Questions for A Tastemaker:
    - Are you adventurous?
    - Will you try anything once?
    - Do you refuse to participate in mainstream activities?
    - Would you rather lead than follow?
    - Have you vacationed outside of Canada in the last 12 months?
    - Do you like to create new stuff in your spare time?
     
  • 49.
  • 50. Trendspotter Motivations: To be aware, to be first in line, exclusivity, privileged access, new styles, change, the unusual & pioneering
     
    Trendspotter Roles in Word of Mouth:
    · Beta Testers— optimizing preliminary product
    · Advance Previews—the first to be exposed
    · New Trialists—testimonial group for new products
      
    Trendspotter Profile Questions:
    - Do you always want to be the first to own new things?
    - Are you a source of fresh intelligence to your friends?
    - Are you very aware of latest styles and fashion?
    - Can you instinctively predict what’s next?
    - Do you love the unexpected?
    - Are you on the cutting edge of culture and society?
     
     
  • 51.
  • 52. Opinion Leader Motivation: To lead, to convince, to be recognized, to debate, to be given the stage, passion and enthusiasm 
    Opinion Leader Roles in Word of Mouth:
    · Testimonial Advocates—public supporter of ideas
    · Brand Ambassadors—converting others to the cause
    · Seeded Adopters — the first to receive in-market product
     
    Opinion Leader Profile Questions:
    - Are you good at getting what you want?
    - Are you expressive with your emotions? Do you lead conversations?
    - Are you self-confident?
    - Do you like to take responsibility on important stuff?
    • Do you participate in a lot of groups?
  • 53.  Expert Motivations: To be right, to be recognized as an expert, to share knowledge, to understand the details, to be asked for recommendations, to know insider information
     
    Expert/Maven Roles in Word of Mouth:
    · Product Raters/Validators— test existing products
    · Key Stakeholders—get invited to talk to company staff
    · Collaborators/Advocates—authentic credibility in building/advocating products
      
    Expert/Maven Profile Questions:
    - Do you consider yourself an authority on a number of subjects?
    - Do you frequently get asked for your opinion?
    - Do you investigate and scrutinize facts?
    - Are you known for making the right choices?
    - Do you rarely accept things at face value?
     
  • 54.
  • 55. Celebrity Motivations:
    To be known, to be recognized, to get access, to become connected with popularity, to be visible, to be a winner, to build an entourage, to stand apart
    Celebrity Roles in Word of Mouth:
    · VIP Insiders—getting exclusive access and star treatment
    · Cause Torchbearers—publicly recognized ambassadors
    · Buzz Marketing—launch parties, red carpet events
     
    Celebrity Profile Questions:
    - Do you like being the centre of attention?
    • Do you enjoy being noticed for your taste/fashion?
    - Are you known publicly by a wide audience?
    - Do you enjoy being extravagant? Do you publicly reveal details of your life to others?  
     
  • 56.
  • 57. Social Ringleader Motivations:
    To be social, to share, to gift, to connect, to rally teams and groups, to provide a public service, to organize
    Social Ringleader Roles in Word of Mouth:
    · Word of Mouth Influencers— seeded brand ambassadors
    · Referral Network — inviting others to join cause
    - Viral Marketing —pass along content to others
     
    Social Ringleader Profile Questions:
    - Have you had a conversation with a new person recently?
    - Do you find it easy to make friends?
    - Do you have a lot of friend s you regularly connect with?
    - Do you entertain/hoist events frequently?
    - Do you have lots of different types of people in your social circle?
    - Do you go out of your way frequently to help others?
     
  • 58.
  • 59. How are they motivated?
  • 60. Word of Mouth – A Different Mission
    Scout/
    Mystery
    Shopper
    Thinktank/
    Sounding
    Board
    Turning Users, Customers and
    Consumers
    User
    Customer
    Consumer
    Into Authors, Advisors, Producers, Scouts, Testers and
    Collaborators & Broadcasters
    Collaborator/Producer
    Community
    Member/
    VIP Insider
    Influencer
    Evangelist/
    Ambassador/
    Advocate
    Into Community Members, Advocates, Ambassadors
    and Evangelists
    Seeded
    Adopter/
    Beta Tester
    AdvisoryCouncil/
    Cause
    Torchbearer
  • 61. Three Basic Reasons Why Ideas Spread
    “It’s Who They Are”
    “It’s What You Do”
    “It’s Who You Are”
    10 Audience Attributes
    15 Buzz Firestarters
    11 Inescapable Traits
  • 62. THE BUILDING BLOCKS OF WORD OF MOUTH
    – THE 36 REASONS WHY PEOPLE BUZZ -
    The Brand/Product
    The Experience
    The Person
    Intrinsic-ally Motivated
    Passionate About the Topic
    Rallying Cry
    Authentic
    Altruistic
    Intimacy
    Likable
    Influence
    Involved/
    Committed
    Brand Experience
    Trustworthy
    Logo Lovers
    Tight Boundaries
    Extrinsic-ally
    Motivated
    Ritualistic
    Social Currency
    Edgy
    Social Brokers
    Network Effects
    Innovative
    Feedback Seekers
    The Best At What You Do
    Memes
    Self-Expressives
    Visibility
    Easy to Talk About
    Remarkable/
    Outrageous
    Ego-Driven
    Scarcity
    Explicitly
    Motivated
    Fame
    Expertise
    Knowledge Seekers
    Sensory
    Bite-Sized Participation
    ReciprocityDealers
    Liberating/
    Problem Solving
    VIP treatment/
    Customization
    Rewards
    $$
  • 63. The
    Who
  • 64. Sophisticated “Who” WOM Marketers
  • 65. The What
  • 66. Sophisticated “What” Word of Mouth Marketers
  • 67.
  • 68. …Influencers notice differences
    Top 8 Value Desirability Drivers
    - High Quality
    - Trustworthy
    - Good Value
    - Reliable
    - Original
    • Simple
    - Fun
    - Leader
    Top 8 Differentiating Drivers
    Source: Y&R Brand Asset valuator
  • 76. Sophisticated “Product/Company” Word of Mouth Marketers
  • 77. The Dos with Influencers
    • Be Genuine and Authentic
    • 78. Offer something exclusive
    • 79. Create an unexpected surprise
    • 80. Make it about the customer need, not your need
    • 81. Cement online influencers offline
    • 82. Answer the questions
    • 83. why will they feel good
    • 84. why will they look good
    • 85. what’s in it for them?
  • The Don’ts
    • Have a clear focus - make it link back to business goal/strategy
    • 86. Don’t build it and leave, staff/resource for a marathon not a sprint
    • 87. Highlight contributions/show that you’ve changed
    • 88. Engage in heavy brand sell
    • 89. Never, ever….lie
  • Never Forget – Humans are Hard Wired Social Animals
    72
  • 90.
  • 91. Inquire: info (at) agentwildfire.com
    Phone: 416-255-4500
    URL: www.AgentWildfire.com
    Twitter @seanmoffitt
    Blogs:Buzz Canuck
    Spread Like Wildfire
    Explore: The Buzz Report (e-newsletter)
    Signup at www.AgentWildfire.com
    Learn: Executive, WOM Seminars

×