Your SlideShare is downloading. ×
Digital Influence: Communications Nirvana?
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Digital Influence: Communications Nirvana?

999
views

Published on

Digital influence is sold as a marketing and communications nirvana, allowing organisations to reach audiences quickly and cheaply. How effective is it in reality?

Digital influence is sold as a marketing and communications nirvana, allowing organisations to reach audiences quickly and cheaply. How effective is it in reality?

Published in: Business

1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total Views
999
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
5
Comments
1
Likes
1
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. DIGITAL INFLUENCE. COMMUNICATIONS NIRVANA? Charlie Pownall Hong Kong – March 2013
    • 2. A ‘social election’?
    • 3. What we’re going to cover • Evolution of influence & influencers • Identifying digital influencers • Do's and don'ts of digital influencer outreach
    • 4. Death of the ‘blogger’
    • 5. New digital influence tools
    • 6. xx
    • 7. Trust in institutions – Hong Kong Source: Edelman
    • 8. Trust in media Source: Edelman
    • 9. Trust in industry - China Source: Edelman
    • 10. Digital ‘influencer’ habits today • • • • • Snacking and re-packaging Always-on and on-the-go Lifestyle and niche interests Shared across multiple networks Mixing personal & professional
    • 11. ‘Influence’ is… Ill-defined Fragmented Fluctuating
    • 12. What are you trying to do? • • • • • Awareness Consideration Sales Loyalty Reputation
    • 13. Identifying digital influencers #1 Define Topic #5 Assess #2 Identify Stakeholders & Map #4 Identify Online Voices #3 Identify Channels
    • 14. Trust in media
    • 15. #1 Source: Salter Baxter Understand Topic
    • 16. #2 Source: Salter Baxter Identify Stakeholders
    • 17. #3 Source: Salter Baxter Identify Channels
    • 18. #4 Source: Salter Baxter Identify active Voices
    • 19. #5 Source: Altimeter Assess & map influence
    • 20. Source: Salter Baxter
    • 21. Influence programs - Roundtables Source: Ericsson
    • 22. Access
    • 23. Seeding
    • 24. Giveaways
    • 25. Some influencer programs do’s… • • • • • • • • Be clear about your objectives Ensure relevance Think laterally Treat as individuals Build long-term relationships Take feedback seriously Be careful who owns the relationship Regularly update influencer lists
    • 26. …and don’ts • • • • • • Be fixated by numbers or sphere of influence Confuse influence with potential to influence Expect coverage or advocacy Buy influence Assume there are top tier digital influencers Forget ‘traditional’ influencers
    • 27. QUESTIONS? COMMENTS? SUGGESTIONS?
    • 28. CONNECT WITH ME: @cpownall charliepownall.com