SXSW 2011 - Influencer #Throwdown: Defining Influence Once & For All

sxsw interactive | #throwdown Influencer Throwdown: Defining Influence Once & For All

Influencer #Throwdown
@saulcolt
@prblog
@kristaneher
@dbinkowski

Influencer #Throwdown
Introductions
Let’s Define Influence
Panel Discussion
Q&A

Influence is…
“ being able to inspire action – with or without a large following.”
- Radian6

Influence is not…
popularity
achieved on a single site (like Twitter)
just about the biggest numbers
determined by a single site (like Klout)
unrelated to sentiment

Kenneth Cole http://www.flickr.com/photos/frugalbinx/5415033651

Kenneth Cole http://www.flickr.com/photos/jeremiah_owyang/5456085972/

Fast Company

Influencer Tip
“ Instead of counting the people we reach, focus on reaching the people who count.” -- Jessica

Types of Influencers
Peer: Family, close friends
Yer Mom. Srsly! Or friends (pre-2004 definitions)
Pro/Expert Influencer: Immersed in the topic w/ proven/demonstrated street cred
Seth Godin, Guy Kawasaki
Social/Ambient Influencers: Secondary peers in your broader circle of social contacts
The SXSW mob, customers

Measuring It
Quantitative
Share of Conversation
Reach
Level of Engagement
Qualitative
Brand Sentiment
Relevance
Connections Strength
Trust
The customer drives the entire focus.

Influencer Throwdown
Panel Discussion

All Influence Is The Same

Online Influence Matters

Measurement Tools Are as Simple as Using _______.

There Are Adequate Tools To Measure Influence

How Do You Find Influencers For Your Business?

Give Us a Case Study

Shaw Flooring the Influencers

Flooring the Influencers
Tigressa Softstyle – so soft and resilient, need to see and feel to believe “carpet matches curtains.”
Paid media needed earned media support; WOM validates product attributes/claims.
Blogs focused solely on flooring? None.
Tigressa taken to DIY, Design blogs as part of a larger discussion.

Influencers selected using a combination of tools, time and talent.
Five stage, 26 step process; bulk of which is human vs. automagic.
Starts with audience insights/creative brief
Looks for
Relevancy: on-topic, sentiment
Reach: socially active, level of following
Content: relevancy, frequency of posts
Engagement: number of comments, links

Flooring the Influencers Celebrity Guest Speaker Evening Affair Voice of the Blogger From Inspiration to Reality See How It’s Made Test Your Skills Takin’ It to the Streets

Influencers Results
Influencers testified to Tigressa’s effectiveness
Increased volume of conversation; multiple posts per blogger
Increased positive sentiment
Search impact
Blog posts increased uniques and time on site
Built relationships with bloggers

Influencer Results
341.5 million impressions
329 million ad impressions
12.5 million WOM impressions
Sales goals reached for product launch
“ Best product launch in history of company”

Shout Out To
Ashley Walters, @ashley_walters
Taylor Wiegert, @twiegert

The Future
A Five-Year Prediction, from 2005 Facebook will have 600MM members – and a movie. The newly launched YouTube will get more searches than Yahoo.
Foursquare: 2009
iTunes App Store: 2008
Twitter: 2006
YouTube: 2005
Facebook: 2004
LinkedIn: 2003
iTunes: 2001

The Future
Microtargeting, more sensitive to the sales funnel
Tools will improve to help understand subtlties
For illustrative purposes only ©Empower MediaMarketing 2011

Brand Participant Map℠
Strong awareness, weak consideration/purchase.
Activate advocates via social media; enable them to tell their “switching” stories and share promo/coupon incentives
Awareness, loyalty & advocacy weak relative to competitors
Increase mix of social media, PR and WOMM to raise share of voice in discussion
For illustrative purposes only ©Empower MediaMarketing 2011

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SXSW 2011 - Influencer #Throwdown: Defining Influence Once & For All

by Empower MediaMarketing on Mar 23, 2011

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SXSW 2011 - Influencer #Throwdown: Defining Influence Once & For All — Presentation Transcript