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#GorkanaSocial panel event: Azeem Azhar, PeerIndex


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Azeem Azhar's slides from the Gorkana "Social Currency: Building Brand Advocacy" event on 17 April 2013.

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#GorkanaSocial panel event: Azeem Azhar, PeerIndex

  1. 1. ShareBuilding social advocacy through insight Azeem Azhar, London April 2013 @azeem / @peerindex
  2. 2. ShareSocial media is growing up s fie nti ates Ide oc v Phase 3: ad Advocacy s ow e Superstar Gr ienc d au Phase 2: “Have followers, want advocacy!” Phase 1: “No presence, want followers!” today t
  3. 3. ShareYou have managed to build up significant audiences 6.2M followers 755K followers 130K followers 93K followers
  4. 4. ShareNow what?
  5. 5. The next step is to “find the gold” and develop advocacy togenerate social media ROI Share
  6. 6. ShareLuckily, abundant social data makes this possible All people Identify and activate Your influencers brand’s Find gold in followers your existing community Your brand Find new customers followers’ look- and advocates you alikes didn’t know about
  7. 7. It’s about influence in all its layers (not about a single score) Topics Context Location Activity Share
  8. 8. ShareIt’s also not about celebrity 92% of consumers TRUST earned media, above all other forms of advertising SOURCE: Nielsen’s Global Trust in Advertising Survey
  9. 9. Share...or simple follower counts Lemmings, moony wedding?, pyramid, buy followers, topical auth,
  10. 10. After identifying your influencers you need to activate them Share
  11. 11. AUTOMOTIVE PAN-EUROPEAN CASE STUDY PERKObjectiveWork with Blue Hive to deliver awareness campaign sixmonths prior to launchApproachPosition as a well designed, technical innovation formodern familyExecution1.Identified 25,000+ influencers matching B-MAX brandfootprint across Europe2.Activated > 750 influencers with Ford B-Max content3.Tracked discussion, content generation and message 100+ 4,200 14Mspread blog influencers people mentions engaged reached Share
  12. 12. ENTERTAINMENT NATIONAL PERK CASE STUDYObjectiveBuild awareness & drive sign-ups for Tesco owned movie-on-demand service blinkboxApproachTarget movie influencers to generate word-of-mouthreferralsExecution1.Identified 800 influencers matching Blinkbox brandfootprint2.Activated 250 to receive 10 movie rentals free of charge(£35 value)3.Tracked discussion, content generation and message 6.3% 800 435Kspread which drove positive sentiment and acquisition engagement Influencers earned rate engaged media imps Share
  13. 13. Share Keep in touch: Azeem Azhar @azeem / @peerindex