Trend Assessment - Rise of Social Influencers Engagement
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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

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  • The new influencer can be your family, friend, expert, may or may not be a blogger, someone who has large followers on social media. These influencers can be anyone in the online world who has created interesting, engaging and relevant contents, and has built authority and social influence by interacting socially to increase following. In other words – they do not have to be an A-list reporters and celebrities
  • “80% of your sales come from 20% of your customers.”
  • customers are spending more time on social media interacting and getting information from there. There is no one place to get brand experience. Brands have understood the importance of being talked online and offline. They have also understood realize hat their reputation is created based on what other people are saying about their brand rather than what the brand says about itself.Brands have understood the value of engagement with customers. Quantity of followers are important but replaying on 1000 likes is not going to bring call-to-action.
  • campaign for people to show their support for millions of refugees around theInfluencers – write a blog about why the should support the cause and buy a $5 key.Key to success – identified right influencers, involved them at every step – involved before the tweetathon, communicated with them through a facebook group, showed them progress to keep them motivatedrealtimetracking of what was being retwitted and responses to tweets so that people in the next shift can make adjustments to their tweets.
  • a teen prepaid debit card firm
  • because they can get news, trends and updates out to audiences online quicker and more effectively than traditional glossy magazines
  • The rise of social influencers is going to change how brands conduct social media marketing
  • Three elements of trust Benevolence, integrity and ability
  • Those brands will have competitive edge that understand and seek to analyze data.

Trend Assessment - Rise of Social Influencers Engagement Presentation Transcript

  • 1. Rise of Social Influencers Engagement Trend Assessment I Feb 14th 2012By: Deepti DhimanUniversity 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