• Like
Iiar 25 01 12
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.



Published in Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Thank  you.   Social  Media  Buzz   For  the  IIAR     Wednesday,  25th  January  2012   www.buzzmethod.com     ©  2011  Buzz  Method   1  
  • 2. Background  Buzz  was  founded  in  2009  by  Dominic  Pannell.    EducaKon:  •  BA  Hons  in  Modern  Languages  and  PoliKcs,  Northumbria  University,  UK  •  Trained  with  the  EU  as  a  Conference  Interpreter  (Swedish/French  into  English)  •  MBA  in  InternaKonal  Business,  Cass  Business  School,  UK    Career:  •  Eight  years  working  as  a  management  trainer  •  Two  years  as  a  conference  interpreter    •  Twelve  years  in  Analyst  RelaKons  /  Influencer  Engagement  at  Fleishman-­‐Hillard,   Serendipp,  Sunesis  Analyst  RelaKons,  Hill  &  Knowlton  and  Buzz  Method.  •  Designed  and  delivered  programmes  for  small,  medium  and  large  ICT  vendors    Social  Media:  •  First  joined  an  ‘online  community’  in  1996  (www.shortcut.nu  -­‐  Swedish  language   career  network)  •  Launched  first  online  venture  in  2000  (sKll  going  as  www.languagearmy.com)  •  Launching  www.engager.it  in  2012   ©  2012  Buzz  Method   011   2    
  • 3. AR  is  Only  a  ParKal  SoluKon  •  Analyst  versus  Stakeholder  versus  Influencer  •  RelaKons  versus  relaKonships  versus   engagement  •  The  need  to  shib  to  Influencer  Engagement   (IE)   ©  2012  Buzz  Method   3  
  • 4. DefiniKons  •  An  industry  analyst  performs  primary  and  secondary   market  research  within  an  industry  such  as  informaKon   technology,  consulKng  or  insurance     -­‐  Wikipedia  •  Stakeholder  (corporate),  a  person,  group,  organizaKon,  or   system  who  affects  or  can  be  affected  by  an  organizaKons   acKon     -­‐  Wikipedia  •  So-­‐called  value-­‐added  influencers  (such  as  journalists,   academics,  industry  analysts,  professional  advisers,  and  so   on)     -­‐  Brown,  Duncan  and  Hayes,  Nick.  Influencer  MarkeKng:  Who   really  influences  your  customers?   ©  2012  Buzz  Method   4  
  • 5. Sector  Influencers  •  Different  stakeholders  have   different  ‘spheres  of  influence’  •  The  most  influenKal  of  these   reaches  across  mulKple  networks  •  Lower  ranking  stakeholders  also   influence,  but  their  reach  is   smaller  •  Each  stakeholder  group  is  affected   by  others  •  Influencers  with  smaller  reach   tend  to  communicate  at  higher   volume  •  Each  channel  requires  an  approach   that  is  tailored  to  their  interests  •  They  are  not  necessarily  interested   in  a  company’s  objecKves,  so   messages  require  alignment  if  they   are  to  be  carried  onwards   ©  2012  Buzz  Method   5  
  • 6. Example:  Global  Sourcing   Phase  One   Phase  Two   Phase  Three   Phase  Four   Academics   Lawyers   Sourcing  Advisors   Management  Consultants  /  Services  integrators   Industry  Analysts   Property  Consultants   Event  Organizers   Government  Agencies  (UKTI,  etc)   Media  engagement  (desKnaKon  markeKng,  noise  and  momentum)   Long  list   Shortlist   RFP   Deal   ImplementaKon   Outsourcing  decision  process   ©  2011  Buzz  Method   6  
  • 7. Influencer  Programme  Types  Degree  of  Social  Media  in  the  Programme   CEO  /  Ambassador  Programme   Awareness-­‐raising/  trend-­‐selng   Directors   DirecKon-­‐selng   Consultants/  Advisors   High  impact  on  buying  decision   Research  Analysts/   Awareness-­‐raising/   Academics   long-­‐/  shortlisKng   Awareness-­‐raising/   Media   trend-­‐selng   ©  2012  Buzz  Method   7  
  • 8. “ReputaKon,  reputaKon,  reputaKon…”    •  For  industry  analysts,  reputaKon  comes  from   the  quality  of  their  analysts   o Always  ask  an  analyst  how  they  are  remunerated  •  For  advisors/consultants,  reputaKon  comes   from  successful  deals/repeat  business  •  For  IE  pracKKoners,  reputaKon  comes  from   success  in  boosKng  sales   o Demonstrate  this  internally/to  the  client   ©  2012  Buzz  Method   8  
  • 9. Culng  through  the  Noise   Thanks  to  Adverblog   ©  2012  Buzz  Method   9  
  • 10. The  Tools  We  Mainly  Use  •  LinkedIn   •  This  is  a  parKal  soluKon  for  •  Twiqer   idenKfying  who  is  influenKal  •  Commetric   •  Rela6onships  are  king  –  these  cannot  •  Cymfony   truly  be  measured  online,  as  many   conversaKons  take  place  face-­‐to-­‐face  •  Analyst  Source   and  on  the  telephone  •  Klout   •  Pick  up  the  phone  to  team  leaders/•  Kred   managers  •  PeerIndex    •  FourSquare   •  #socmed  tools  are  beqer  for  listening  •  TweetLevel   than  for  broadcasKng  –  idenKfying  •  BlogLevel   new  trends,  opinions,  tracking  who’s   aqending  what  conference,  etc.  •  Analyst  Firm  websites  •  RSS  •  Google  /  Yahoo  Alerts  •  Buzz  Method’s  own  database   ©  2012  Buzz  Method   10  
  • 11. Don’t  Believe…   ©  2012  Buzz  Method   11  
  • 12. …  the  Hype…   ©  2012  Buzz  Method   12  
  • 13. Agency  Side  War  Stories  •  Bespoke  CEO  Influencer  Dinner  Programme   1.  IdenKficaKon  of  top  11  influencers   Ø  InvitaKon  to  private  dinners  for  a  business  update   Ø  Open  exchange  of  informaKon/insight   2.  Results:   Ø  Improved  relaKonships  between  the  client  and  the   influencer  organisaKons   Ø  Beqer  analyst  coverage   Ø  ConsulKng  assignments  for  several  parKcipants   ©  2012  Buzz  Method   13  
  • 14. Agency  Side  War  Stories  •  PromoKng  EgypKan  Outsourcing,  2008-­‐11   1.  IdenKfied  major  analysts  and  academics   Ø  Briefed  them  on  the  opportunity/  capabiliKes   Ø  Coverage  in  15  reports  in  Year  1  (up  from  one  in  2007)   2.  IdenKfied  main  sourcing  advisors   Ø  Invited  them  to  visit  Cairo’s  business  parks   Ø  ConKnued  analyst  outreach  via  newsleqers/briefings   Ø  Face-­‐to-­‐face  meeKngs   Ø  Significant  increase  in  amount  of  BPO/ITO  investment   3.  IdenKfied  other  influencers   Ø  ConKnued  programme,  resulKng  in  more  investment  and   very  favourable  coverage  in  media  and  analysis   ©  2012  Buzz  Method   14  
  • 15. Agency  Side  War  Stories  •  PromoKng  Egypt  post-­‐25th  Jan  2011   1.  AcKvated  Crisis  CommunicaKons  Plan   Ø  Internal  communicaKon  via  email  and  telephone   Ø  Cascaded  messaging  from  CEO  down   2.  Monitored  online  commentary   Ø  Immediate  response  to  journalists/analysts   Ø  Interview  with  ITIDA’s  CEO   3.  Business  as  Usual   Ø  Resumed  visits  to  Cairo’s  business  parks   Ø  ConKnued  analyst  outreach  via  newsleqers/briefings   Ø  Face-­‐to-­‐face  meeKngs   ©  2012  Buzz  Method   15  
  • 16. Shortcomings  of  AR  Products  •  Inaccurate/  out-­‐of-­‐date  informaKon  •  Oben  based  on  CRM  systems  (misses  the   point)  •  Open  to  manipulaKon  •  No  automaKc  referencing  against  external   data  sources/  social  media  •  Cannot  be  meshed  with  internal  corporate   data  stores  that  are  built  up  over  Kme   ©  2012  Buzz  Method   16  
  • 17. Coming  soon…    engager.it  by  Buzz  Tools.    If  you  are  interested  in  beta-­‐tesKng  engager.it,  please  drop  me  a  line.   ©  2012  Buzz  Method   17  
  • 18. Thank  you.  Dominic  Pannell   Buzz  Method  Ltd     dpannell@buzzmethod.com   info@buzzmethod.com   +44  7740624849   www.buzzmethod.com     www.buzzmethod.com     ©  2011  Buzz  Method   18