So, you want some influence?
Greg Shove, CEO
2
An internet of people, not pages…
From brand/page-driven…
...to people-driven
Brands PUSH to consumers
Consumers SEEK OU...
3
About me/us
•  6 years harnessing the power of social influencers for brands
•  Launched over 200 successful influencer/...
10 things I now know…
5
1. Social WOM is like WOM. It Works.
92%
77%
trust recommendations from people they
know over all other forms of adverti...
6
2. They’re all the same.
Advocates
Influencers
Superfans
Ambassadors
Brand Loyalists
7
3. Advocates are way more powerful than fans.
1,000
Advocates
3,000,000
Facebook Fans
>
10,000,000
Reach
50,000
Engageme...
8
4. It’s now easy to identify your influencers/advocates.
•  Consumer email databases
•  Employee email database
•  Faceb...
9
5. Advocates will “work” for your brand.
Customers
Employees
Bloggers
Consume
Read, watch and
experience content
Share
P...
10
6. Advocacy starts from the inside.
Employees
Customers
Influencers
11
7. Advocates do it anytime, anywhere.
12
8. Use some software. Or ask your agency to.
For Scale
For Measurement
13
9. Thank Them.
•  Recognition and amplification
•  Top advocate call-outs
•  Retweet, reshare, or comment on advocate c...
14
10. Track your Advocate Marketing Value (AMV).
1
15
A recommended game plan
• 50 advocates minimum
• Program needs to be live for at least 6 months
• Allocated ‘thank you’...
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10 Things I Now Know About Influencers

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10 things I've learned about harnessing the power of influencers.

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10 Things I Now Know About Influencers

  1. 1. So, you want some influence? Greg Shove, CEO
  2. 2. 2 An internet of people, not pages… From brand/page-driven… ...to people-driven Brands PUSH to consumers Consumers SEEK OUT trusted sources
  3. 3. 3 About me/us •  6 years harnessing the power of social influencers for brands •  Launched over 200 successful influencer/advocate programs •  Developed software platform to scale and measure programs •  Lots of experience with liquids (soda, wine, spirits, even smoothies) •  Current customers include Dole Foods, Target, The Better Chip Greg Shove greg@socialchorus.com @gregshove
  4. 4. 10 things I now know…
  5. 5. 5 1. Social WOM is like WOM. It Works. 92% 77% trust recommendations from people they know over all other forms of advertisement of consumers are more likely to buy a product when they hear about it from someone they trust Source: Nielsen Research
  6. 6. 6 2. They’re all the same. Advocates Influencers Superfans Ambassadors Brand Loyalists
  7. 7. 7 3. Advocates are way more powerful than fans. 1,000 Advocates 3,000,000 Facebook Fans > 10,000,000 Reach 50,000 Engagements 5,000 Unique content creations Annual results per 1K advocates
  8. 8. 8 4. It’s now easy to identify your influencers/advocates. •  Consumer email databases •  Employee email database •  Facebook, Twitter, LinkedIn and Instagram followers •  Blogger databases
  9. 9. 9 5. Advocates will “work” for your brand. Customers Employees Bloggers Consume Read, watch and experience content Share Push content into their social feeds Create Develop original content that authentically reflects their experiences
  10. 10. 10 6. Advocacy starts from the inside. Employees Customers Influencers
  11. 11. 11 7. Advocates do it anytime, anywhere.
  12. 12. 12 8. Use some software. Or ask your agency to. For Scale For Measurement
  13. 13. 13 9. Thank Them. •  Recognition and amplification •  Top advocate call-outs •  Retweet, reshare, or comment on advocate content •  Regular ‘surprise and delight’ Thank You’s •  Samples •  Brand swag •  Access to opportunities and events •  Pay the semi-pros (eg some bloggers) 1
  14. 14. 14 10. Track your Advocate Marketing Value (AMV). 1
  15. 15. 15 A recommended game plan • 50 advocates minimum • Program needs to be live for at least 6 months • Allocated ‘thank you’ and recognition budget • Half a day of one person’s time per week • 3-5X ROI for AMV ($$)
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