Social influencer relationship management

The miracle of social networking

Source: Global Web Index 2009
Used search last month to find product
Used search last month to find recommendation

We spend more and more time on social networks…even above search
11.88%
11.33%
Monthly market share in ‘All Categories’, mesured by visits, based on UK usage. Created © Copyright 2010 Hitwise Pty. Ltd.
Source:Experian Hitwize UK

The Intermediaries are no longer the linchpins

Everyone is an Influencer

Content is what?

It’s not about communication anymore

Branded communities will be the norm and the most effective ways of creating influence

Outsourcing INFLUENCE CREATION will be the norm

INFLUENCE WILL BE CO-CREATED

Who is A social influencer?
WHO IS AN INFLUENCER?

Takes more time, needs more patience

Lots of small guys make for a big impact

Different Models of Network Science
“The Influential”
1 in 10 influences the other 9
2. Clusters
Information often stays within affinity clusters
3. Network Model
This model says “the Influential” doesn’t matter and the network does…
Based on: Roper Starch, Nina Mishra/Microsoft, Duncan Watts

Our Influencer Network Model
4. Influencer Network Model
Combining Influencers and how ideas and content move across clusters and spark sharing across big networks gives us a single model to plan social media that scales

Working with the small guy
Best practices

Packages promotion
My top holiday picks
Which hotel?
Room with an iPad
ICCity Secrets.com
Tactical / Objective driven programs
Rapid Response
The IC CityQuiz
Travelers Tales
Room for Travel!
Reporting. Widgets, campaign
Engagement Guidelines
Tools
Community Manager
Conversation Calendar
Content
Information
Engagement
Tools and appls
Conversations
Platforms
Which services are most important to customers?
What/who are the top influencers?
Online brand health check and comparisons with competitors?
How do people choose their holidays/ hotels/destinations?
Listen and understand

Listening is an art, not a science – has anyone heard that one before

Size matters but…

Conversation Calendar
Contributions from IBM and Ogilvy
Conversation Planning
Engagement and Posting
Six-Month Calendar
2X yearly calendar mash up, priorities alignment session
Highlights major campaigns and initiatives
Monthly Calendar
Content submitted and gathered by Conversation Managers two weeks prior to 1st of the month
Highlights day by day messaging focus
Weekly Calendar
Created in two week cycles with input from all contributors on message and priority pull through
Daily road map for publication on Facebook
Monitoring
Three times daily monitoring during the week
The team will approve and post according to Facebook guidelines and remove inflammatory comments when appropriate
Posting Content
Conversation Managers uses content from Weekly Calendar to create posts according to planned schedule
Real time content may be posted by conversation managers upon approval from Castrol team.
Engagement
Basic Query: Conversation Manager posts custom responses based on pre-approved messaging points
Complex Query: Submitted to Contributors for further clarification, Conversation Manager posts follow up
Crisis Issue: Potential crisis situation flagged for Ogilvy DI + Castrol corp. comm. team. Response handled by most appropriate Castrol employee or Conversation Manager.
Productupdates
Offers
Industry news
Functional
Tech tips
Career tips
Buying Guides
Community Manager
Ogilvy 360 DI
User Generated content ideas
Feedback and learning from conversations

Nurturing

They swing both ways!

+21
Low Relevance,
High Influence
High Relevance, High Influence
INFLUENCE
Low Relevance, Low Influence
High Relevance, Low Influence
+13
0
Relevance
Social IRM
Our Approach to Influencer Mapping

+21
Low Relevance,
High Influence
High Relevance, High Influence
INFLUENCE
High Relevance, Low Influence
Low Relevance, Low Influence
+13
0
Relevance
Social IRM
Our Approach to Influencer Mapping

AUTHENTIC
WOM

Good time to be an Influencer in some area

Social IRM
Outreach Code of Ethics
https://socialatogilvy-360di.pbworks.com/blogger-outreach-code-of-ethics.pdf

Is PR not the obvious answer?

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Social influencer relationship management

by Shalu Wasu

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