Interactive Minds Oct 09 Presentation - Dialogix

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Presentation from Matt Granfield from dp dialogue.

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Interactive Minds Oct 09 Presentation - Dialogix

  1. 1. How to sort the influencers from the inconsequentials
  2. 2. Q. Who is Matt Granfield? A. Digital Strategist/Marketing Writer/Entrepreneur
  3. 3. MONITORING
  4. 4. MANAGEMENT
  5. 5. STRATEGY
  6. 6. RESEARCH
  7. 7. We help brands find their key influencers.
  8. 8. What is a key influencer?
  9. 9. Someone with the power to spread the word about your brand...
  10. 10. “70% of Internet users in Australia visited a social networking site in June 2009, up 29% from 2008...” Source: Comscore, http://www.comscore.com/Press_Events/Press_Releases/2009/8/2_Million_More_Australians_Go_Social_in_2009
  11. 11. That’s about 11 million people
  12. 12. Problem: New cafe, needs business (sales) Key Influencers: Coffee Lovers, Vocal Early Tech Adopters, Business Leaders, Local Press
  13. 13. Results...
  14. 14. Problem: Negative Word of Mouth Key Influencers: Parents
  15. 15. Solution: Find the most talkative customers AND the most vocal hecklers and get them talking in a controlled environment...
  16. 16. Solution: Don’t just get the people who talk the most, find the ones who have the highest SOCIAL AUTHORITY
  17. 17. Result: Enrolments up 15% Result: Negative word of mouth down
  18. 18. Result: Actual positive sentiment!
  19. 19. Problem: Breaka isn’t cool, seen as a school drink Key Influencers: The cool kids, school leavers
  20. 20. Strategy: Put on a pool party/rock concert outside school hours and make the brand cool by association
  21. 21. Step One: Find a cool band (and convince the client they’re cool)
  22. 22. Step Two: Find some cool kids (because if we get all the cool kids to come, they’ll tell all their friends how cool Breaka is)
  23. 23. S
  24. 24. Used Dialogix to find 14-17 year-olds in Qld with high social authority who mentioned the client OR competitors in last three months
  25. 25. Went back to Dialogix and used it to filter applicants who gave us their social network details
  26. 26. Results?
  27. 27. Breaka Poolies Website - Top 10 Referring Websites myspace.com
 googleads.g.doubleclick.net
 facebook.com
 twi6er.com
 nova1069.com.au
 ozbargain.com.au
 profile.myspace.com
 yveskleinblue.com
 dew‐process.com

  28. 28. So did you sell more flavoured milk?
  29. 29. It’s too early to tell!  But I’ll keep you posted! Go to mattgranfield.com and you’ll find links to my blog...
  30. 30. Hmm. OK cool... But if you haven’t got a tool that calculates social authority like Dialogix*, what other tools can you use? *(Shameless plug – it only costs $150 a month for the basic service, which includes social authority ranking)
  31. 31. If you haven’t got a tool that calculates social authority look for these things: •  Use Twitter Search (search.twitter.com)to find mention of your brand, industry and competitors •  And then use ReTweetRank (retweetrank.com) to see how often the people who are talking about you get ‘Re- Tweeted’
  32. 32. If you haven’t got a tool that calculates social authority look for these things: •  A blog with lots of comments and a high rating in Google Reader •  Well-established forum profiles and high rankings •  A MySpace page with lots of comments •  Lots of results when you Google their name
  33. 33. If you haven’t got a tool that calculates social authority look for these things: •  Lots of Facebook friends •  They created Facebook events that people attend (they need to be fans of your Facebook Business Page before you can see this) •  Other signs that they not only have lots of friends, but can actually call their friends to action
  34. 34. Summary Twitter searches for people talking about brand, products, competitors and region Engage, be friends, give advice; mix with traditional PR Sales
  35. 35. Summary Twitter searches for Found forums where people talking about people were doing the brand, products, talking and engaged competitors and region community leaders Engage, be friends, give Created own space advice; mix with where the dialogue traditional PR could be controlled Sales Less negative chat, more positive WOM
  36. 36. Summary Twitter searches for Found forums where Created a cool event to people talking about people were doing the attract the key brand, products, talking and engaged influencers competitors and region community leaders Engage, be friends, give Created own space Key influencers start advice; mix with where the dialogue befriending the brand traditional PR could be controlled Sales Less negative chat, Greater awareness more positive WOM
  37. 37. More Information? www.dpdialogue.com.au www.dialogix.com.au @mattgranfield
  38. 38. IMAGE CREDITS [All photos were sourced from Flickr with thanks to Compfight. All images are used under the terms of a Creative Commons licence. Photographer Credits: kalandrakas; hans s; Aaron Escobar; MsBlueSky; Falling Heavens; Jay Dugger; Jacob Bøtter; Vincent Boiteau; World Economic Forum; teamstickergiant; Libertinus; kimba; Jeb Ro; K.Coles; erin MC hammer; Torley]

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