Engaging Influencers<br />November 24, 2009<br />Sean Moffitt  @SeanMoffitt<br />President & Chief Evangelist,<br /> Agent...
Speaking of Influencers….<br />It’s Movember time – join my team<br />http://bit.ly/3MIf4x<br />
We find and work with Influencers<br />
<ul><li> 40 industry/social media experts
 100 brand communities/ initiatives
Ongoing…</li></li></ul><li>Some of these people are not like the others….<br />
Huh?….<br />
If anything the social web has demonstrated the importance of influencers….<br />
The open web has exposed our social graph….<br />
Influence is distributed unevenly in life, social media ….and in this room<br />
The social web works based on a small passionate group providing benefit to the masses<br />
Me in 1992<br />Me in  2009<br />150<br />1855<br />X 12<br />X 170<br />150<br />X 12<br />2000<br />8000<br />X 500<br /...
For less than 15% of your audience this is actually true:<br />“I don&apos;t know how to put this but I&apos;m kind of a b...
Should we really be surprised that some people/customers are more influential than others?<br />
Only 25% of people in the world are supertasters….<br />
Only 5% of people in the world have absolute pitch….<br />
Only 3% of people are tetrochromats….<br />
Less than 1% of people have photographic memory….<br />
Only 10% of golfers can break 90, 1% break 80 and 1.25 × 10-10 play like Tiger<br />
And shouldn’t we want to account for them as being more valuable?<br />
Let’s consider another industry<br />
			             Salary            Multiple Over<br />					        Ave. Income<br />Top 100 Players NHL   - $6.2 Million   ...
Now the Influencers<br />ExpensePer Capita  Multiple Over<br />Joe TV<br />Top 25 Journalists         $50k       $2,000   ...
The Law of The Few: <br />“The answer is that the success of any kind of social epidemic is heavily dependent on the invol...
Should we care? Why do we care?<br />
Let’s talk about the elephant in the room…<br />
Fundamental changes are occurring in – the environment  we build brands……<br />Shifts in media<br />Shifts in technology<b...
To sum up…<br />
Brand Prerogative – <br />Engaged Brands Grow, Closed Brands Don’t<br />Engaged brand value +18%<br />Non-engaged brand va...
Who are we turning too…<br />
We’re turning the marketing model upside down<br />
The Fastest Growing Marketing/Media Segments<br />Expected 5 year <br />Compound Annual Growth Rate<br />Word of Mouth			2...
What forms of new media/marketing will experience the biggest growth in the next few years (out of 22 types)?<br />Social ...
Why are they so damn valuable?<br />
Brand Advocacy - as a marketer, Influencers are your “people market” multipliers<br />Brand Buzz- as a media person, Influ...
R<br />E<br />C<br />S<br />Four sources of Influencer power<br />x<br />x<br />x<br />Reach<br />Exposure<br />Credibilit...
Who are they?<br />
Not Everyone Participates  Equally<br />
The Influencers – Word of Mouth Powerbrokers<br />
Six Types of Influencers<br />
“The Message Creators” – 1.1% of the population<br />- Creators, The Vanguard, Prosumers, Innovators, Activists, Trailblaz...
“The Message Credibility” – 3.6% of population<br />- Gatekeepers, Databanks, Authorities, Filters, Gurus, Torture Testers...
Tastemaker Motivations: To innovate, to create, to push the envelope, to be different <br /> <br /> <br />Tastemaker Roles...
Trendspotter Motivations: To be aware, to be first in line, exclusivity, privileged access, new styles, change, the unusua...
Opinion Leader Motivation: To lead, to convince, to be recognized, to debate, to be given the stage, passion and enthusias...
 Expert Motivations: To be right, to be recognized as an expert, to share knowledge, to understand the details, to be aske...
Celebrity Motivations:<br />To be known, to be recognized, to get access, to become connected with popularity, to be visib...
Social Ringleader Motivations:<br />To be social, to share, to gift, to connect, to rally teams and groups, to provide a p...
How are they motivated?<br />
Word of Mouth – A Different Mission<br />Scout/<br />Mystery<br />Shopper<br />Thinktank/<br />Sounding<br />Board<br />Tu...
Three Basic Reasons Why Ideas Spread<br />“It’s Who They Are”<br />“It’s What You Do”<br />“It’s Who You Are”<br />10 Audi...
THE BUILDING BLOCKS OF WORD OF MOUTH <br />– THE 36 REASONS WHY PEOPLE BUZZ -<br />The Brand/Product<br />The Experience<b...
The <br />Who<br />
Sophisticated “Who” WOM Marketers<br />
The What<br />
Sophisticated “What” Word of Mouth Marketers<br />
…Influencers notice differences<br />Top 8 Value Desirability Drivers<br />- High Quality<br />- Trustworthy<br />- Good V...
 Dynamic
 Different
 Distinctive
 Innovative
 Visionary
 Daring
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Engaging The Influencers by Agent Wildfire

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

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Engaging The Influencers by Agent Wildfire

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