Under theinfluenceofsocialmedia final

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Joint Northstar / commotion presentation given to the Canadian Vintners Association

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Under theinfluenceofsocialmedia final

  1. 1. Under The Influence of Social Media<br />How Influencers Drive Brand Preference<br />
  2. 2. Who are we?<br />Shannon Morton, Conversation Manager<br />Patrick Gladney<br />Director, Social Media<br />
  3. 3.
  4. 4. Social media is an umbrella term that defines the various activities that integrate technology, social interaction and the construction of words, pictures, videos and audio.<br />http://www.wikipedia.org<br />Or, to put it more simply:<br />Social media is people having conversations online.<br />
  5. 5. More than ever, we create, findand shareinformation and resources socially.<br />
  6. 6. Social networks carry the conversation<br />
  7. 7. People are highly engaged<br />
  8. 8. Why are people using social media?<br />
  9. 9. The TRUST factor…<br />
  10. 10. INFLUENCE and TRUST :the currency of social media<br />OLD<br />NEW<br />Engagement<br />Community<br />Transparency / Authenticity<br />Awareness<br />Reach / Frequency<br />
  11. 11. in· flu· enc· er, noun [in-floo-uhns]-er<br />A person who has a greater than average reach or impact through word of mouth in a relevant marketplace.<br />
  12. 12. Who are the influencers?<br />
  13. 13.
  14. 14. Influencers have always mattered in the wine business…<br />
  15. 15. There’s a new breed of influencer… <br />
  16. 16. Un-corking Influence<br />Go to the few to inspire many by word-of-mouth and consumption…<br />…Both ONandOFFLINE<br />
  17. 17. Case Study: Ford Fiesta Movement <br />
  18. 18. The Ford Fiesta Movement<br />6.5 million YouTube views<br />3 million tweets<br />50,000 requests for info<br />10,000 units sold in the first six days of sales<br />… all at a fractionof the cost of a typical national TV ad campaign<br />
  19. 19. Fuzion: wine goes viral…<br />Q: How can a wine go from being virtually unknown to selling more than a million bottles in Ontario in a mere six months?<br />A: "People were talking about it on blogs and at parties, on Facebook, via text messaging, on BlackBerrys and in chat rooms…<br />Such instant communication is new and dynamic and a very interesting phenomenon for the wine business."<br />
  20. 20. What’s the Cost of Influence?<br />More importantly, what is the cost of nottapping influencers and social media channels?<br />
  21. 21. So… Where to Start?<br />1. Listen2. Engage 3. Measure<br />
  22. 22. 1. Listen<br />Google Alerts<br />All Top<br />Twitter Search<br />Backtype<br />
  23. 23. 2. Engage<br />The Tools:<br />Facebook<br />Twitter<br />LinkedIn<br />YouTube<br />Blogs<br />
  24. 24. 3. Measure<br />What can we measure?<br />Quantity: reach; scope of influence<br />Quality: depth of post; content type<br />Tone: sentiment; experience<br />Engagement: depth of relationship; viral sharing<br />
  25. 25. 3. Measure<br />Free Self-Serve Managed<br />
  26. 26. The Result?<br />Over time…<br />…authenticrecommendations that drivepreferenceandpurchase <br />
  27. 27. Cheers!<br />Shannon Morton<br />morton@veritascanada.com<br />Twitter: @forshannonski <br />Patrick Gladney<br />pgladney@nsresearch.com<br />Twitter: @pgladney<br />

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