A Case Study   for MaximizingInfluencer Outreach           By: Tamsen Webster                   @tamadear
A Love Story@tamadear
“I want some new glasses.”@tamadear
@tamadear
@tamadear
@tamadear
@tamadear
@tamadear
@tamadear
INFLUENCE@tamadear
@tamadear
Everyone’s@tamadear
Factors            •            •@tamadear
Broad                    Reaching           Low  Probability of                High        Action                  Probabi...
Broad                    Reaching           Low                  Catalysts  Probability of                            High...
Broad                           Reaching           Low     Publishers          Catalysts  Probability of                  ...
Broad                               Reaching           Low      Publishers            Catalysts  Probability of           ...
Broad                               Reaching           Low      Publishers             Catalysts  Probability of          ...
Catalysts            •            •@tamadear
•            •@tamadear
•            •@tamadear
•            •@tamadear
@tamadear
@tamadear
@tamadear
@tamadear
@tamadear
HIGH EFFORT                     HIGH COST                     HIGH RISK              Publishers           Catalysts       ...
@tamadear
“I want some      new glasses.”            Prospect@tamadear
“I want some      new glasses.”            Prospect   Activator@tamadear
Brand      “I want some      new glasses.”            Prospect           Activator@tamadear
Brand      “I want some      new glasses.”            Prospect           Activator@tamadear
@tamadear
Brand      “I want some      new glasses.”            Prospect           Activator@tamadear
@tamadear
@tamadear
@tamadear
Brand      “I want some      new glasses.”            Prospect           Activator@tamadear
@tamadear
@tamadear
Activators            •            •                 Publishers            •            •                Advocates        ...
@tamadear
@tamadear
Activators            •            •                 Publishers            •            •                Advocates        ...
Broad                               Reaching           Low      Publishers             Catalysts  Probability of          ...
Broad                               Reaching           Low      Publishers             Catalysts  Probability of          ...
@tamadear
Maximizing Social Influence: A Case Study (or, GlassesA A Love Story
Maximizing Social Influence: A Case Study (or, GlassesA A Love Story
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Maximizing Social Influence: A Case Study (or, GlassesA A Love Story

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You know you have to pay attention to your advocates…and to bloggers…AND to high-social-score-wielding “Influencers.” But how do you put all of that together into an influencer outreach or marketing program that really works? The answer is surprisingly simple. Once you know how to score the effect different types of influencers have on your business, you’ll know how to shape outreach, incentive, and rewards programs that maximize your marketing efforts.

Takeaways
Using a real-world example, you’ll learn an easy model for how to characterize the four types of influencers, what benefits each group brings to your marketing efforts, and how to prioritize the groups based on budget, time, and effort.

Maximizing Social Influence: A Case Study (or, GlassesA A Love Story

  1. 1. A Case Study for MaximizingInfluencer Outreach By: Tamsen Webster @tamadear
  2. 2. A Love Story@tamadear
  3. 3. “I want some new glasses.”@tamadear
  4. 4. @tamadear
  5. 5. @tamadear
  6. 6. @tamadear
  7. 7. @tamadear
  8. 8. @tamadear
  9. 9. @tamadear
  10. 10. INFLUENCE@tamadear
  11. 11. @tamadear
  12. 12. Everyone’s@tamadear
  13. 13. Factors • •@tamadear
  14. 14. Broad Reaching Low Probability of High Action Probability of Action Personal Connection@tamadear
  15. 15. Broad Reaching Low Catalysts Probability of High Action Probability of Action Personal Connection@tamadear
  16. 16. Broad Reaching Low Publishers Catalysts Probability of High Action Probability of Action Personal Connection@tamadear
  17. 17. Broad Reaching Low Publishers Catalysts Probability of High Action Probability of Action Advocates Personal Connection@tamadear
  18. 18. Broad Reaching Low Publishers Catalysts Probability of High Action Probability of Action Advocates Activators Personal Connection@tamadear
  19. 19. Catalysts • •@tamadear
  20. 20. • •@tamadear
  21. 21. • •@tamadear
  22. 22. • •@tamadear
  23. 23. @tamadear
  24. 24. @tamadear
  25. 25. @tamadear
  26. 26. @tamadear
  27. 27. @tamadear
  28. 28. HIGH EFFORT HIGH COST HIGH RISK Publishers Catalysts LOW HIGH REWARD REWARD Advocates Activators LOW RISK LOW COST LOW EFFORT@tamadear
  29. 29. @tamadear
  30. 30. “I want some new glasses.” Prospect@tamadear
  31. 31. “I want some new glasses.” Prospect Activator@tamadear
  32. 32. Brand “I want some new glasses.” Prospect Activator@tamadear
  33. 33. Brand “I want some new glasses.” Prospect Activator@tamadear
  34. 34. @tamadear
  35. 35. Brand “I want some new glasses.” Prospect Activator@tamadear
  36. 36. @tamadear
  37. 37. @tamadear
  38. 38. @tamadear
  39. 39. Brand “I want some new glasses.” Prospect Activator@tamadear
  40. 40. @tamadear
  41. 41. @tamadear
  42. 42. Activators • • Publishers • • Advocates • •@tamadear
  43. 43. @tamadear
  44. 44. @tamadear
  45. 45. Activators • • Publishers • • Advocates • • Catalysts • “ ” •@tamadear
  46. 46. Broad Reaching Low Publishers Catalysts Probability of High Action Probability of Action Advocates Activators Personal Connection@tamadear
  47. 47. Broad Reaching Low Publishers Catalysts Probability of High Action Probability of Action Advocates Activators Personal Connection@tamadear
  48. 48. @tamadear
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