The Changing InfluencerLandscapeApril 24, 2012
The way in which sports fans consume media...IS EVOLVING                   The Long Tail of the Social Web
The Four Types of InfluencerMedia   Athletes/Celebs     Bloggers   Consumers
What is a Consumer Influencer?             Consumer            Influencers             Fans and             Followers     ...
The Tools of the Trade: Influencer ID Vendors
Five Pillars of Influencer EngagementBENCHMARK               IDENTIFY                 INTERACT               ENGAGE       ...
How Influence is Measured                              Reach                                [Audience Size]               ...
Why Brands Should Explore Influencer Engagement•   With an effective influencer engagement strategy, businesses will spark...
New York     •   Washington D.C.       •     Charlotte           www.catalystpublicrelations.com                    212-71...
NOTICE                             THESE MATERIALS CONTAIN                                        ******INFORMATION THAT I...
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The Changing Influencer Landscape

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The way in which sports fans consume media is witnessing a massive shift. No longer are fans simply spending their time on big media, mid-tail influencers and blogs, but with the proliferation of social media providing a voice to influential consumers, many fans now turn to other highly connected and engaged fans to get their news.

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  • Smart Football – Chris Brown - EditorKen Pomeroy – KenPom.com , statisticianJoe Corrao – “Aspiring sports journalist, Green Bay Packers fanatic, & NFL addict (Klout score of 55)
  • There are a myriad of vendors emerging that score and rank the activity of everyday consumers on the social web.With additional services preparing to launch on the horizon, the ability for brands to connect with influential consumers is set to become standard protocol.
  • Identify– There are MILLIONS of brand advocates out there, expressing their affinity for your brand on a daily basis. And a lot of these fans, although they may not be influential offline, have MASSIVE influence online. Interact – Provide brand ambassadors with exclusive content and one-of-a kind experiences, so that they feel a connection with the brand. Collaborate – Drive influencers to share with their networks through incentives, special offers and exclusive content. Measure – Invite our brand ambassadors and their social graphs into the brand with remarkable experiences that only influencers get. However, we want everyone to be an influencer and ambassador for the brand, so we will provide incentives and perks based on their level of brand affinity and influence.
  • Influencer ratings should be based on three elements: 1) Relevance, 2) Resonance, 3) Reach Relevance – to what extent do people online perceive the influencer as an authority within a specific field? Is the influential entity trustworthy and knowledgeable? Does the shared opinion matter and can they rely on it? Resonance – to what extent is the influencer active online? This is indicated by things such as the degree of responsiveness, updates, postings and interactions.  Reach – How big is the total audience reached? What is the outreach of the influential entity and how does it rank? How many visitors, followers, members, readers, likers, fans and friends does the influential entity have? Score on four dimensions – we can provide keywords…brand names or sites that are good profiles. Relevance (demographic, psychographic); audience reach; quality – high quality…are they interacting with other high quality people or accounts; what is the make up of the content they are providing; influencer engagement…when someone interacts with them, do they retweet, do they like content that they shared.
  • The Changing Influencer Landscape

    1. 1. The Changing InfluencerLandscapeApril 24, 2012
    2. 2. The way in which sports fans consume media...IS EVOLVING The Long Tail of the Social Web
    3. 3. The Four Types of InfluencerMedia Athletes/Celebs Bloggers Consumers
    4. 4. What is a Consumer Influencer? Consumer Influencers Fans and Followers Silent Purchasers
    5. 5. The Tools of the Trade: Influencer ID Vendors
    6. 6. Five Pillars of Influencer EngagementBENCHMARK IDENTIFY INTERACT ENGAGE MEASURE Understand where Identify brand Build relationships Engage community Monitor and analyze the brand is today objectives and recruit and communicate members to amplify market and brand and track fans and influencers with enthusiastic content and perform fans impact on brand performance against that can help realize brand fans word-of-mouth ROI current benchmarks brand goals marketing
    7. 7. How Influence is Measured Reach [Audience Size] Influence Relevance Resonance[Authoring on Topic] [Audience Engagement]
    8. 8. Why Brands Should Explore Influencer Engagement• With an effective influencer engagement strategy, businesses will spark beneficial word-of- mouth, create brand lift, and ultimately influence the actions of other consumers in an authentic way• Generates trusted word-of-mouth awareness about the brand at scale and at a consistent and ongoing basis• Creates deep, authentic and lasting relationships between the brand and consumer, thereby bolstering our trust rating• High levels of engagement deepen the brand’s message penetration
    9. 9. New York • Washington D.C. • Charlotte www.catalystpublicrelations.com 212-714-7900
    10. 10. NOTICE THESE MATERIALS CONTAIN ******INFORMATION THAT IS CONFIDENTIAL AND PROPRIETARY OR PROTECTED BY US INTELLECTUAL PROPERTY LAWS ****** By participating in this presentation and reviewing the materials provided to you, you agree to be bound by the following: All of this information and materials are confidential and proprietary and shall remain the sole property of Catalyst Public Relations, Inc. and you shall have no rights to or in such information. You shall hold such information in strict confidence. You shall not make any disclosure of such information (including methods or concepts utilized therein) to anyone without the express written consent of Catalyst Public Relations, Inc.. All information herein is protected by applicable US intellectual property laws and is owned by Catalyst Public Relations, Inc. or other third parties. No licenses or rights under any patent, copyright, or trademark are granted or are to be implied by disclosure of these materials to you. All rights reserved.

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