Nate elliott - “Using social media to create mass reach

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Nate elliott - “Using social media to create mass reach

  1. 1. Using Social Media ToCreate Mass ReachNate ElliottPrincipal Analyst@nate_elliott www.forrester.com/empowered 1 © 2010 Forrester Research, Inc. Reproduction Prohibited 2009
  2. 2. 2 © 2010 Forrester Research, Inc. Reproduction Prohibited
  3. 3. 3 © 2010 Forrester Research, Inc. Reproduction Prohibited
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  5. 5. 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
  6. 6. 620+ billion impressions6 © 2010 Forrester Research, Inc. Reproduction Prohibited
  7. 7. 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/
  8. 8. 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
  9. 9. 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
  10. 10. Social Broadcasters: Few with great reach Social Broadcasters10 © 2010 Forrester Research, Inc. Reproduction Prohibited
  11. 11. 11 © 2010 Forrester Research, Inc. Reproduction Prohibited
  12. 12. Good news! You already have a strategy for handling social broadcasters12 © 2010 Forrester Research, Inc. Reproduction Prohibited
  13. 13. Bad news… Social broadcasters generate more reach than trust13 © 2010 Forrester Research, Inc. Reproduction Prohibited
  14. 14. Potential Influencers: Every day people with tiny, trustingnetworks Potential Influencers14 © 2010 Forrester Research, Inc. Reproduction Prohibited
  15. 15. 15 © 2010 Forrester Research, Inc. Reproduction Prohibited
  16. 16. Good news! Potential influencers are more trusted than social broadcasters16 © 2010 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Bad news… Most potential influencers only post a few times a year17 © 2010 Forrester Research, Inc. Reproduction Prohibited
  18. 18. 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
  19. 19. Mass Influencers: Everyday people who happen to haveexceptional reach Mass Influencers19 © 2010 Forrester Research, Inc. Reproduction Prohibited
  20. 20. 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
  21. 21. 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
  22. 22. Peer influence is Europe highly concentrated22 © 2010 Forrester Research, Inc. Reproduction Prohibited
  23. 23. Surprisingly, blogs account for less than half of influence posts across Europe23 © 2010 Forrester Research, Inc. Reproduction Prohibited
  24. 24. In the Netherlands there are less than 50,000 Mass Connectors and less than 150,000 Mass Mavens24 © 2010 Forrester Research, Inc. Reproduction Prohibited
  25. 25. Discussion forums play an even bigger role in the Netherlands than elsewhere in Europe25 © 2010 Forrester Research, Inc. Reproduction Prohibited
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. Thank youNate Elliottnelliott@forrester.com@nate_elliottwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited
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