BLOOM Social Influence Programme

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  • 1. SOCIAL INFLUENCE PROGRAMMEActioning Social Business WWW.BLOOMSOCIALBUSINESS.COM
  • 2. “Social influence is atrusted online voice that can inspire others to action” WWW.BLOOMSOCIALBUSINESS.COM
  • 3. Why a social influence programme isimportant for social business An influence programme cost-effectively delivers social business scale Increases Extends Deepens Provides an credibility & Illicits action Mitigates risk reach engagement infrastructure authority WWW.BLOOMSOCIALBUSINESS.COM
  • 4. BLOOM’s influence programme principals Influencers exist inside your organisation as well as outside There are different types of influencer Different types of influencer can help you reach different goals Influence is relative – it’s not all about popularity Tools and scores have their uses, but human analysis really matters WWW.BLOOMSOCIALBUSINESS.COM
  • 5. Influencers exist inside your organisation as well as outside WWW.BLOOMSOCIALBUSINESS.COM
  • 6. There are different types of influencerAMPLIFIERS AUTHORITIESADVOCATES ASSETS WWW.BLOOMSOCIALBUSINESS.COM
  • 7. There are different types of influencer High popularity Extensive reach ConnectedAMPLIFIERS High impact For example… Brand awareness Word of mouth Brand lift WWW.BLOOMSOCIALBUSINESS.COM
  • 8. There are different types of influencer Specialists Personal experience Respected in their field TopicalAUTHORITIES relevance For example… Inspiring action (signups/referrals) Driving sales Sentiment shift WWW.BLOOMSOCIALBUSINESS.COM
  • 9. There are different types of influencer Brand champions Ambassadors Regularly promote and recommend Impacts brandADVOCATES reputation For example… Brand advocacy Community development Endorsements WWW.BLOOMSOCIALBUSINESS.COM
  • 10. There are different types of influencer People you want to influence directly Potential leads Niche interests Key decisionASSETS makersFor example… Lead generation Sales/referrals Demonstrating thought leadership WWW.BLOOMSOCIALBUSINESS.COM
  • 11. Different types of influencer can help you reach different goals Influencer typeIntended outcome examples AMPLIFIER AUTHORITY ADVOCATE ASSETBrand awarenessWord of mouthAdvocacySalesSentiment shiftCommunity developmentThought leadershipSignupsBrand liftEndorsements WWW.BLOOMSOCIALBUSINESS.COM
  • 12. Influence is relative – it’s not all about popularity AMPLIFIERS   ADVOCATES  POPULARITY   BRAND  RELEVANCE   WWW.BLOOMSOCIALBUSINESS.COM
  • 13. Tools and scores have their uses, but human analysis really mattersWhat  topics   does  this  person  talk   Brand   about?   sen<ment?   Relevance   score?   Internal?   External?     Scoring  across  relevant   pla9orms  = Human analysts= Tools BLOOM  INFLUENCER  CATEGORISATION  AND  SCORING  METHODOLOGY   WWW.BLOOMSOCIALBUSINESS.COM
  • 14. Social influence programme workstreams Understand Specify Identify Score Map Manage Plan Engage Perform Measure WWW.BLOOMSOCIALBUSINESS.COM
  • 15. An iterative process Specify Measure Identify Engage Score Plan Map WWW.BLOOMSOCIALBUSINESS.COM
  • 16. Understand social influence DEFINITIONSPECIFY Use a combination of quantitative and qualitative metrics (tools and analysts) to identify, measure and map most relevant online influencersIDENTIFY PURPOSE Connecting with social influencers both external and internal to your organisation is an essential and scalable way to meet your social business goalsSCORE OUTPUT Influencer map (data visualisation)MAP Full data set inc. links and scores (spreadsheet) WWW.BLOOMSOCIALBUSINESS.COM
  • 17. Manage social influence DEFINITION Develop a strategy and toolkit to manage ongoing or campaign-based engagement with your identified influencersPLAN PURPOSE Influencer engagement must be carefully managed and guided by strategic objectives to ensure both relevancy of approach and efficiency of processENGAGE OUTPUT Influencer engagement strategy (written) Influencer engagement toolkit (toolkit) WWW.BLOOMSOCIALBUSINESS.COM
  • 18. Perform with social influence DEFINITION Identify your measures of success (aligned to your intended outcomes), establish benchmarks and regularly analyse progress against goals PURPOSE A robust measurement framework will allow you toMEASURE assess whether your influence programme reached the ultimate goal of influencing consumer (external/ internal) behaviour OUTPUT Measurement framework (written) Regular reporting (written or automated) WWW.BLOOMSOCIALBUSINESS.COM
  • 19. Find out more about how BLOOM can devise and then implement a structured social influenceprogramme to deliver strategic business outcomes. Jay Cooper, Managing Director jay@bloomworldwide.com 07712 836 028 01273 862 341 www.bloomsocialbusiness.com WWW.BLOOMSOCIALBUSINESS.COM