Digital Influence: Communications Nirvana?
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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?

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? Presentation 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