SOCIAL INFLUENCE PROGRAMMEActioning Social Business                       WWW.BLOOMSOCIALBUSINESS.COM
“Social influence is atrusted online voice   that can inspire  others to action”       WWW.BLOOMSOCIALBUSINESS.COM
Why a social influence programme isimportant for social business An influence programme cost-effectively delivers         ...
BLOOM’s influence programme principals    Influencers exist inside your organisation as well as outside                   ...
Influencers exist inside your organisation as well as outside                 WWW.BLOOMSOCIALBUSINESS.COM
There are different types of influencerAMPLIFIERS               AUTHORITIESADVOCATES                    ASSETS       WWW.B...
There are different types of influencer                           High popularity                                         ...
There are different types of influencer                               Specialists                                         ...
There are different types of influencer                                Brand                              champions       ...
There are different types of influencer                          People you want                            to influence  ...
Different types of influencer can help you reach different goals                                                  Influenc...
Influence is relative – it’s not all about popularity                              AMPLIFIERS	                            ...
Tools and scores have their uses, but human analysis really mattersWhat	  topics	   does	  this	  person	  talk	          ...
Social influence programme workstreams    Understand   Specify      Identify         Score   Map     Manage       Plan    ...
An iterative process                         Specify         Measure                         Identify        Engage       ...
Understand social influence                                          DEFINITIONSPECIFY                Use a combination of...
Manage social influence                                         DEFINITION                      Develop a strategy and too...
Perform with social influence                                           DEFINITION                       Identify your mea...
Find out more about how BLOOM can devise and   then implement a structured social influenceprogramme to deliver strategic ...
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BLOOM Social Influence Programme

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BLOOM Social Influence Programme

  1. 1. SOCIAL INFLUENCE PROGRAMMEActioning Social Business WWW.BLOOMSOCIALBUSINESS.COM
  2. 2. “Social influence is atrusted online voice that can inspire others to action” WWW.BLOOMSOCIALBUSINESS.COM
  3. 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. 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. 5. Influencers exist inside your organisation as well as outside WWW.BLOOMSOCIALBUSINESS.COM
  6. 6. There are different types of influencerAMPLIFIERS AUTHORITIESADVOCATES ASSETS WWW.BLOOMSOCIALBUSINESS.COM
  7. 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. 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. 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. 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. 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. 12. Influence is relative – it’s not all about popularity AMPLIFIERS   ADVOCATES  POPULARITY   BRAND  RELEVANCE   WWW.BLOOMSOCIALBUSINESS.COM
  13. 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. 14. Social influence programme workstreams Understand Specify Identify Score Map Manage Plan Engage Perform Measure WWW.BLOOMSOCIALBUSINESS.COM
  15. 15. An iterative process Specify Measure Identify Engage Score Plan Map WWW.BLOOMSOCIALBUSINESS.COM
  16. 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. 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. 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. 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
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