Nate elliott - “Using social media to create mass reach

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

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

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

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Nate elliott - “Using social media to create mass reach

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