Rise of Social Influencers Engagement Feb 14th 2012 What is the Trend? Rise in the involvement of influencers in online marketing. Firms are making efforts to -Find -Reward -Recruit What are Influencers? “Special” people who have the power to affect the opinions of “ordinary” people. New Class of social influencers What are Influencers? Malcolm Gladwell - “The Tipping Point” Connectors Pareto Principle (80/20 rule) – 80% of your sales comes from 20% of your customers. Why Social Influencers? Most interactions are taking place in social media. Influence is more important than sheer numbers of followers. Tools to measure online influence – Klout, PeerIndex. Case 1 : USA for UNHCR Blue Key Campaign “Tweetathon” to reach 6,000 people Blue Key Champions –”Influencers” Result- 1,524 tweets with the #bluekey hashtag 169% increase in traffic 50% keys purchased due to Tweetathon Case 2 : BillMyParents 3-months campaign to reach 600,000 moms Niche community - Vocalpoint Engagement of Influencers Good content - Attention grabbing message Engaged customers using “try and tell” model Focused e-mail communication Encouraged moms to share experience with 5 members outside the community. Other Applications Finance Industry Leverage the influence of existing clients Fashion Industry Rise of fashion influencers Different roles - advertising, promoting and styling. Interview David Mercer Located South Africa Founder design-a-webpage company that provides webpage design services. sitePrebuilder – Intenet marketing and online business blog Featured on Wikipedia as a renowned technical writer Future of the Trend Impact on Business Landscape -Quality will be more important than quantity -Search for meaningful engagement and insight -Justify spending by measuring their reach and ROI -New Business Models Wahooly – give equity to influencers Future of the Trend Specific Industries and consumer segments that will be impacted Any sector that has 1:M relationships Benefit to small businesses Retail and Technology Gaming sector Future of the Trend How the trend will change moving forward “It is very difficult to predict” – David Mercer More and more interactions in social Sophisticated tools to measure social influence Analytics more accessible, easy to use and low-cost Future of the Trend To stay ahead of competitors – Create social influence Identify right influencers, engage and built relationship. Engage in activity and establish credibility by creating interesting and compelling content. Deeper understanding of data and analytics

1. Rise of Social Influencers
Engagement
Trend Assessment I
Feb 14th 2012
By: Deepti Dhiman
University of Memphis, Memphis TN

2. What is the Trend?
• Rise in the involvement of influencers in
online marketing.
• Firms are making efforts to
– Find
– Reward
– Recruit

3. What are Influencers?
• “Special” people who have the power to
affect the opinions of “ordinary” people.
• New Class of social influencers

4. What are Influencers?
• Malcolm Gladwell - “The Tipping Point”
– Connectors
• Pareto Principle (80/20 rule) – 80% of your
sales comes from 20% of your customers.

5. Why Social Influencers?
• Big Data to play and find
the perfect influencer
• Tools to measure online
influence – Klout, PeerIndex.
• Most interactions are
taking place in social
media.
• Influence is more important
than sheer numbers of
followers.

6. Case 1 : USA for UNHCR
• Blue Key Campaign
– “Tweetathon” to reach 6,000 people
– Blue Key Champions –”Influencers”
• Result
– 1,524 tweets with the #bluekeyhashtag
– 169% increase in traffic
– 50% keys purchased due to Tweetathon

7. Case 2 : BillMyParents
• 3-months campaign to reach 600,000 moms
– Niche community - Vocalpoint
– Engagement of Influencers
– Good content - Attention grabbing message
– Engaged customers using “try and tell” model
– Focused e-mail communication
– Encouraged moms to share experience with 5
members outside the community.

8. Other Applications
• Finance Industry
– Leverage the influence of existing
clients
• Fashion Industry
– Rise of fashion influencers
– Different roles -
advertising, promoting and styling.

9. Interview
• David Mercer
– Located South Africa
– Founder design-a-webpage
company that provides webpage
design services.
– sitePrebuilder – Intenet marketing
and online business blog
– Featured on Wikipedia as a
renowned technical writer

10. Future of the Trend
• Impact on Business Landscape
– Quality will be more important than quantity
– Search for meaningful engagement and insight
– Justify spending by measuring their reach and ROI
• New Business Models
– Wahooly – give equity to influencers

11. Future of the Trend
• Specific Industries and consumer segments that
will be impacted
– Any sector that has 1:M relationships
– PR and Marketing
– Benefit to small businesses
– Retail and Technology
– Gaming sector

12. Future of the Trend
• How the trend will change moving
forward
– “It is very difficult to predict” – David
Mercer
– Expect it to become lot more digitized
– More and more interactions in social
sphere
– Sophisticated tools to measure social
influence
– Analytics more accessible, easy to use
and low-cost

13. Future of the Trend
• To stay ahead of competitors –
– Create social influence
– Identify right influencers, engage and built
relationship.
– Engage in activity and establish credibility by
creating interesting and compelling content.
– Deeper understanding of data and analytics