Put up or shut up: Beyond Social Influence

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Between high-powered digital and social influencers and the everyday advocates who talk about brands online, there's a missing link: those rarified few who can actually get other people to *do* things. How do you find and approach that group and, more importantly, how do you get them to activate on your behalf? How do those strategies change depending on you business goals? In this session, you'll learn how to find and categorize the full spectrum of influencers, and how to develop outreach and measurement plans for each.

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  • Influencer Outreach is a social media marketing campaign that enables brands to connect with influencers, who have the ability to promote organic conversations about a brand or product. Influencer Outreach empowers influencers by asking them to use their social media standing to tell their audience about brands and products that they love or have a strong opinion about. Influencer outreach campaigns can definitely create buzz and get people talking about your brand, but there is one common trap that brands frequently fall into…\n
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  • Put up or shut up: Beyond Social Influence

    1. 1. Put Up or Shut Up:Beyond Social InfluenceTamsen McMahon@tamadearExplore Minneapolis17 August 2012
    2. 2. I want aguitar.
    3. 3. I want that guitar.
    4. 4. I play Gibson Les Paul guitar live because it’s– Graham Coxon, Blur
    5. 5. You should get a LesPaul. That was my first‘real’ guitar.
    6. 6. Here are the fourmain reasons forthe Les Paul’spopularity:looks,sound,playability,historical value.
    7. 7. @EvanKendall21 Hey, what kind ofguitar should I get? Any suggestions??@RachaelMcConney Les Paul. It’sthe best in the business!
    8. 8. Social Influence
    9. 9. Everyone’s an Influencer.
    10. 10. Talking
    11. 11. Talking DOING
    12. 12. Social Influence
    13. 13. Two Factors
    14. 14. Two Factors• Reach
    15. 15. Two Factors• Reach• Probability of
    16. 16. Broad Reaching Low HighProbability Probabilit of Action y of Action Personal Connection
    17. 17. Broad Reaching Connected Catalysts Low HighProbability Probabilit of Action y of Action Personal Connection
    18. 18. Broad Reaching Passionate Publishers Connected Catalysts Low HighProbability Probabilit of Action y of Action Personal Connection
    19. 19. Broad Reaching Passionate Publishers Connected Catalysts Low HighProbability Probabilit of Action y of Action Everyday Advocates Personal Connection
    20. 20. Broad Reaching Passionate Publishers Connected Catalysts Low HighProbability Probabilit of Action y of Action Everyday Advocates Altruistic Activators Personal Connection
    21. 21. Connected Catalysts• Massive exposure• Immediate action
    22. 22. Passionate Publishers• “Buzz” at scale• 3rd-party endorsement
    23. 23. Everyday Advocates• Sincere endorsement• Existing fans
    24. 24. Altruistic Activators• Proactive ambassadors• Trusted resource
    25. 25. Listen to conversations, not (just) mentions.
    26. 26. Broad Reaching Passionate Publishers Connected Catalysts Low HighProbability Probabilit of Action y of Action Everyday Advocates Altruistic Activators Personal Connection
    27. 27. EFFORT Passionate Publishers Connected Catalysts Everyday Advocates Altruistic Activators
    28. 28. COST Passionate Publishers Connected Catalysts Everyday Advocates Altruistic Activators
    29. 29. RISK Passionate Publishers Connected Catalysts Everyday Advocates Altruistic Activators
    30. 30. REWARD Passionate Publishers Connected Catalysts Everyday Advocates Altruistic Activators
    31. 31. HIGH EFFORT HIGH COST HIGH RISK Passionate Publishers Connected Catalysts LOW HIGHREWARD REWARD Everyday Advocates Altruistic Activators LOW RISK LOW COST LOW EFFORT
    32. 32. HIGH EFFORT HIGH COST HIGH RISK Passionate Publishers Connected Catalysts LOW HIGHREWARD REWARD Everyday Advocates Altruistic Activators LOW RISK LOW COST LOW EFFORT
    33. 33. Prospect
    34. 34. Prospect Activator
    35. 35. BrandProspect Activator
    36. 36. BrandProspect Activator
    37. 37. Brand ?Prospect Activator
    38. 38. BrandProspect Activator
    39. 39. BrandProspect Activator
    40. 40. Reward the behaviors you want to repeat.
    41. 41. Altruistic Activators• Practice social listening to target• Provide rewards
    42. 42. Altruistic Activators• Practice social listening to target• Provide rewardsPassionate Publishers• Identify based on reach & relevance• Provide compensation
    43. 43. Altruistic Activators• Practice social listening to target• Provide rewardsPassionate Publishers• Identify based on reach & relevance• Provide compensationEveryday Advocates• Provide great brand experience• Provide rewards
    44. 44. Altruistic Activators • Practice social listening to target • Provide rewards Passionate Publishers • Identify based on reach & relevance • Provide compensationEveryday Advocates• Provide great brand experience• Provide rewardsConnected Catalysts• Identify based on reach & “buzz”• Provide compensation
    45. 45. Thank you.

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