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Put up or shut up: Beyond Social Influence
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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* …

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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  • Transcript

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