Nate elliott - “Using social media to create mass reach
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Nate elliott - “Using social media to create mass reach

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Nate elliott - “Using social media to create mass reach Nate elliott - “Using social media to create mass reach Presentation Transcript

  • Using Social Media ToCreate Mass ReachNate ElliottPrincipal Analyst@nate_elliott www.forrester.com/empowered 1 © 2010 Forrester Research, Inc. Reproduction Prohibited 2009
  • 2 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • 3 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • 4 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Peer influence is more common and more powerfulthan ever before Cloud computing Smart services mobile devices Pervasive Social video technology5 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • 620+ billion impressions6 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Marketers can create mass reach by treating empowered customers as a channel 7 © 2010 Forrester Research, Inc. Reproduction ProhibitedSource: http://www.flickr.com/photos/sepblog/3555130776/
  • AgendaIntroducing the Peer Influence PyramidWhy you need to target Mass InfluencersThree ways to create mass reach in social media8 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • You have different kinds of fans with different kinds ofvalue – and they must be treated differently Social Broadcasters Mass Influencers Potential Influencers9 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Social Broadcasters: Few with great reach Social Broadcasters10 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • 11 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Good news! You already have a strategy for handling social broadcasters12 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Bad news… Social broadcasters generate more reach than trust13 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Potential Influencers: Every day people with tiny, trustingnetworks Potential Influencers14 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • 15 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Good news! Potential influencers are more trusted than social broadcasters16 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Bad news… Most potential influencers only post a few times a year17 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Agenda Introducing the Peer Influence Pyramid Why you need to target Mass Influencers Three ways to create mass reach in social media18 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Mass Influencers: Everyday people who happen to haveexceptional reach Mass Influencers19 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • The first type of Mass Influencer: Mass Connectors – Europeans generate 120 billion influence impressions each year. Social Broadcasters – Mass Connectors are the most active at creating impressions. Mass Influencers Mass Mass – They post brief thoughts & links. Connectors Mavens – Use social networks like Facebook. Potential Influencers – There are 7 million Mass Connectors in Europe.20 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • The second type of Mass Influencer: Mass Mavens – Europeans generate 1.1 billion influence posts each year. Social Broadcasters – Mass Mavens are the most active creators of those posts. Mass Influencers – They post longer opinions & Mass Mass Connectors Mavens observations. – Use content-focused social Potential Influencers venues like blogs, review sites, and forums. – There are 21 million Mass Mavens in Europe.21 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Peer influence is Europe highly concentrated22 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Surprisingly, blogs account for less than half of influence posts across Europe23 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • In the Netherlands there are less than 50,000 Mass Connectors and less than 150,000 Mass Mavens24 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Discussion forums play an even bigger role in the Netherlands than elsewhere in Europe25 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Agenda Introducing the Peer Influence Pyramid Why you need to target Mass Influencers Three ways to create mass reach in social media26 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • First, study your key influencers and direct them to thesocial tools they want to use Social influence goes far beyond blog posts and Twitter – For most audiences, discussion forums are a key channel – Ratings sites are often overlooked as well Help users find the right pages on these sites – Links to relevant discussion forum threads – Links to appropriate product pages on review sites27 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Second, actively encourage your positive influencers toget to work – by simply asking them • Norton ran a Net Promoter survey, and realized it was the perfect way to identify advocates • Norton invited those who scored 9 or 10 to join their ‘Norton Advocates’ program • Norton asked its advocates to post product reviews online • Doubled their average rating on key review sites28 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Third, promote the good things your mass influencersare saying about you online • Accor hotels both requests influence posts and creates influence impressions for its hotels • Send emails to their guests asking for TripAdvisor reviews • Posts TripAdvisor scores on its own hotel booking pages29 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Summary Recognize that there are different types of influencers, and you must treat them differently – Mass Influencers are the key: a small audience with big reach Don’t overlook the most popular place users post opinions about brands and products: discussion forums Turn social media into a mass reach channel: – Direct your users to the tools they want to use – Ask them to create influence – Amplify their influence using your own sites and tools30 © 2010 Forrester Research, Inc. Reproduction Prohibited
  • Thank youNate Elliottnelliott@forrester.com@nate_elliottwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited