DIGITAL INFLUENCE.
COMMUNICATIONS NIRVANA?
HONG KONG | March 2013Charlie Pownall | CPC & Associates Ltd
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 2
CPC&
A ‘social’ election?
• Evolution of influence & influencers
• Identifying digital influencers
• Do's and don'ts of digital influencer
outreach
...
© 2015 CPC & Associates Ltd. All rights reserved 4
CPC&
Death of the blogger?
© 2015 CPC & Associates Ltd. All rights reserved 5
CPC&
New digital influence tools
© 2015 CPC & Associates Ltd. All rights reserved 6
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 7
CPC&
Source: Edelman
© 2015 CPC & Associates Ltd. All rights reserved 8
CPC&
Trust in institutions – Hong Kong
© 2015 CPC & Associates Ltd. All rights reserved 9
CPC&
Trust in media
Source: Edelman
© 2015 CPC & Associates Ltd. All rights reserved 10
CPC&
Trust in industry – China
Source: Edelman
• Snacking and re-packaging
• Always-on and on-the-go
• Lifestyle and niche interests
• Shared across multiple networks
• ...
Fluctuating
Ill-defined
Fragmented
© 2015 CPC & Associates Ltd. All rights reserved 12
CPC&
Digital influence is…
• Awareness
• Consideration
• Sales
• Loyalty
• Reputation
© 2015 CPC & Associates Ltd. All rights reserved 13
CPC&
What a...
#1
Define Topic
#2
Identify
Stakeholders
#3
Identify
Channels
#4
Identify
Online
Voices
#5
Understand
linkages
#6
Assess
&...
© 2015 CPC & Associates Ltd. All rights reserved 15
CPC&
Source: Greenpeace
Source: Salter Baxter
© 2015 CPC & Associates Ltd. All rights reserved 16
CPC&
#1 Understand topic
© 2015 CPC & Associates Ltd. All rights reserved 17
CPC&
Source: Salter Baxter
#2 Understand stakeholders
© 2015 CPC & Associates Ltd. All rights reserved 18
CPC&
Source: Salter Baxter
#3 Identify channels
© 2015 CPC & Associates Ltd. All rights reserved 19
CPC&
Source: Salter Baxter
#4 Identify active voices
© 2015 CPC & Associates Ltd. All rights reserved 20
CPC&
Source: Salter Baxter
#5 Understand linkages
© 2015 CPC & Associates Ltd. All rights reserved 21
CPC&
Source: Altimeter Group
#6 Assess and map influence
Source: Ericsson
© 2015 CPC & Associates Ltd. All rights reserved 22
CPC&
Roundtables
© 2015 CPC & Associates Ltd. All rights reserved 23
CPC&
Access
© 2015 CPC & Associates Ltd. All rights reserved 24
CPC&
Seeding
© 2015 CPC & Associates Ltd. All rights reserved 25
CPC&
Giveaways
• Be clear about your objectives
• Ensure relevance
• Think laterally
• Treat as individuals
• Build long-term relationshi...
• Be fixated by numbers or sphere of influence
• Confuse influence with potential to influence
• Expect coverage or advoca...
QUESTIONS?
COMMENTS?
CONNECT WITH ME:
@cpownall
charliepownall.com
© 2015 CPC & Associates Ltd. All rights reserved charliepownall.com
CPC&
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Digital Influence: Communications Nirvana?

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

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  • Digital Influence: Communications Nirvana?

    1. 1. DIGITAL INFLUENCE. COMMUNICATIONS NIRVANA? HONG KONG | March 2013Charlie Pownall | CPC & Associates Ltd CPC&
    2. 2. © 2015 CPC & Associates Ltd. All rights reserved 2 CPC& A ‘social’ election?
    3. 3. • Evolution of influence & influencers • Identifying digital influencers • Do's and don'ts of digital influencer outreach © 2015 CPC & Associates Ltd. All rights reserved 3 CPC& What we’re going to cover
    4. 4. © 2015 CPC & Associates Ltd. All rights reserved 4 CPC& Death of the blogger?
    5. 5. © 2015 CPC & Associates Ltd. All rights reserved 5 CPC& New digital influence tools
    6. 6. © 2015 CPC & Associates Ltd. All rights reserved 6 CPC&
    7. 7. © 2015 CPC & Associates Ltd. All rights reserved 7 CPC&
    8. 8. Source: Edelman © 2015 CPC & Associates Ltd. All rights reserved 8 CPC& Trust in institutions – Hong Kong
    9. 9. © 2015 CPC & Associates Ltd. All rights reserved 9 CPC& Trust in media Source: Edelman
    10. 10. © 2015 CPC & Associates Ltd. All rights reserved 10 CPC& Trust in industry – China Source: Edelman
    11. 11. • Snacking and re-packaging • Always-on and on-the-go • Lifestyle and niche interests • Shared across multiple networks • Mixing personal & professional © 2015 CPC & Associates Ltd. All rights reserved 11 CPC& Digital ‘influencer’ habits today
    12. 12. Fluctuating Ill-defined Fragmented © 2015 CPC & Associates Ltd. All rights reserved 12 CPC& Digital influence is…
    13. 13. • Awareness • Consideration • Sales • Loyalty • Reputation © 2015 CPC & Associates Ltd. All rights reserved 13 CPC& What are you trying to do?
    14. 14. #1 Define Topic #2 Identify Stakeholders #3 Identify Channels #4 Identify Online Voices #5 Understand linkages #6 Assess & Map © 2015 CPC & Associates Ltd. All rights reserved 14 CPC& How to identify digital infuencers
    15. 15. © 2015 CPC & Associates Ltd. All rights reserved 15 CPC& Source: Greenpeace
    16. 16. Source: Salter Baxter © 2015 CPC & Associates Ltd. All rights reserved 16 CPC& #1 Understand topic
    17. 17. © 2015 CPC & Associates Ltd. All rights reserved 17 CPC& Source: Salter Baxter #2 Understand stakeholders
    18. 18. © 2015 CPC & Associates Ltd. All rights reserved 18 CPC& Source: Salter Baxter #3 Identify channels
    19. 19. © 2015 CPC & Associates Ltd. All rights reserved 19 CPC& Source: Salter Baxter #4 Identify active voices
    20. 20. © 2015 CPC & Associates Ltd. All rights reserved 20 CPC& Source: Salter Baxter #5 Understand linkages
    21. 21. © 2015 CPC & Associates Ltd. All rights reserved 21 CPC& Source: Altimeter Group #6 Assess and map influence
    22. 22. Source: Ericsson © 2015 CPC & Associates Ltd. All rights reserved 22 CPC& Roundtables
    23. 23. © 2015 CPC & Associates Ltd. All rights reserved 23 CPC& Access
    24. 24. © 2015 CPC & Associates Ltd. All rights reserved 24 CPC& Seeding
    25. 25. © 2015 CPC & Associates Ltd. All rights reserved 25 CPC& Giveaways
    26. 26. • 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 © 2015 CPC & Associates Ltd. All rights reserved 26 CPC& Some digital influence program do’s
    27. 27. • 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 © 2015 CPC & Associates Ltd. All rights reserved 27 CPC& And don’ts
    28. 28. QUESTIONS? COMMENTS?
    29. 29. CONNECT WITH ME: @cpownall charliepownall.com © 2015 CPC & Associates Ltd. All rights reserved charliepownall.com CPC&
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