Rise of Social Influencers                             Engagement                                    Trend Assessment I   ...
What is the Trend?• Rise in the involvement of influencers in  online marketing.• Firms are making efforts to  – Find  – R...
What are Influencers?• “Special” people who have the power to  affect the opinions of “ordinary” people.• New Class of soc...
What are Influencers?• Malcolm Gladwell - “The Tipping Point”  – Connectors• Pareto Principle (80/20 rule) – 80% of your  ...
Why Social Influencers?• Big Data to play and find  the perfect influencer• Tools to measure online  influence – Klout, Pe...
Case 1 : USA for UNHCR• Blue Key Campaign  – “Tweetathon” to reach 6,000 people  – Blue Key Champions –”Influencers”• Resu...
Case 2 : BillMyParents• 3-months campaign to reach 600,000 moms  – Niche community - Vocalpoint  – Engagement of Influence...
Other Applications• Finance Industry  – Leverage the influence of existing    clients• Fashion Industry  – Rise of fashion...
Interview• David Mercer  – Located South Africa  – Founder design-a-webpage    company that provides webpage    design ser...
Future of the Trend• Impact on Business Landscape  – Quality will be more important than quantity  – Search for meaningful...
Future of the Trend• Specific Industries and consumer segments that  will be impacted  – Any sector that has 1:M relations...
Future of the Trend• How the trend will change moving  forward  – “It is very difficult to predict” – David    Mercer  – E...
Future of the Trend• To stay ahead of competitors –  – Create social influence  – Identify right influencers, engage and b...
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Trend Assessment - Rise of Social Influencers Engagement

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Rise of Social Influencers Engagement
Feb 14th 2012

What is the Trend?
Rise in the involvement of influencers in online marketing.
Firms are making efforts to
-Find
-Reward
-Recruit

What are Influencers?
“Special” people who have the power to affect the opinions of “ordinary” people.
New Class of social influencers

What are Influencers?
Malcolm Gladwell - “The Tipping Point”
Connectors
Pareto Principle (80/20 rule) – 80% of your sales comes from 20% of your customers.

Why Social Influencers?
Most interactions are taking place in social media.
Influence is more important than sheer numbers of followers.
Tools to measure online influence – Klout, PeerIndex.

Case 1 : USA for UNHCR
Blue Key Campaign
“Tweetathon” to reach 6,000 people
Blue Key Champions –”Influencers”
Result-
1,524 tweets with the #bluekey hashtag
169% increase in traffic
50% keys purchased due to Tweetathon

Case 2 : BillMyParents
3-months campaign to reach 600,000 moms
Niche community - Vocalpoint
Engagement of Influencers
Good content - Attention grabbing message
Engaged customers using “try and tell” model
Focused e-mail communication
Encouraged moms to share experience with 5 members outside the community.

Other Applications
Finance Industry
Leverage the influence of existing clients
Fashion Industry
Rise of fashion influencers
Different roles - advertising, promoting and styling.

Interview
David Mercer
Located South Africa
Founder design-a-webpage company that provides webpage design services.
sitePrebuilder – Intenet marketing and online business blog
Featured on Wikipedia as a renowned technical writer

Future of the Trend
Impact on Business Landscape
-Quality will be more important than quantity
-Search for meaningful engagement and insight
-Justify spending by measuring their reach and ROI
-New Business Models
Wahooly – give equity to influencers

Future of the Trend
Specific Industries and consumer segments that will be impacted
Any sector that has 1:M relationships
Benefit to small businesses
Retail and Technology
Gaming sector

Future of the Trend
How the trend will change moving forward
“It is very difficult to predict” – David Mercer
More and more interactions in social
Sophisticated tools to measure social influence
Analytics more accessible, easy to use and low-cost

Future of the Trend
To stay ahead of competitors –
Create social influence
Identify right influencers, engage and built relationship.
Engage in activity and establish credibility by creating interesting and compelling content.
Deeper understanding of data and analytics

Published in: Business, Technology
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Trend Assessment - Rise of Social Influencers Engagement

  1. 1. Rise of Social Influencers Engagement Trend Assessment I Feb 14th 2012By: Deepti DhimanUniversity of Memphis, Memphis TN
  2. 2. What is the Trend?• Rise in the involvement of influencers in online marketing.• Firms are making efforts to – Find – Reward – Recruit
  3. 3. What are Influencers?• “Special” people who have the power to affect the opinions of “ordinary” people.• New Class of social influencers
  4. 4. What are Influencers?• Malcolm Gladwell - “The Tipping Point” – Connectors• Pareto Principle (80/20 rule) – 80% of your sales comes from 20% of your customers.
  5. 5. Why Social Influencers?• Big Data to play and find the perfect influencer• Tools to measure online influence – Klout, PeerIndex.• Most interactions are taking place in social media.• Influence is more important than sheer numbers of followers.
  6. 6. Case 1 : USA for UNHCR• Blue Key Campaign – “Tweetathon” to reach 6,000 people – Blue Key Champions –”Influencers”• Result – 1,524 tweets with the #bluekeyhashtag – 169% increase in traffic – 50% keys purchased due to Tweetathon
  7. 7. Case 2 : BillMyParents• 3-months campaign to reach 600,000 moms – Niche community - Vocalpoint – Engagement of Influencers – Good content - Attention grabbing message – Engaged customers using “try and tell” model – Focused e-mail communication – Encouraged moms to share experience with 5 members outside the community.
  8. 8. Other Applications• Finance Industry – Leverage the influence of existing clients• Fashion Industry – Rise of fashion influencers – Different roles - advertising, promoting and styling.
  9. 9. Interview• David Mercer – Located South Africa – Founder design-a-webpage company that provides webpage design services. – sitePrebuilder – Intenet marketing and online business blog – Featured on Wikipedia as a renowned technical writer
  10. 10. Future of the Trend• Impact on Business Landscape – Quality will be more important than quantity – Search for meaningful engagement and insight – Justify spending by measuring their reach and ROI• New Business Models – Wahooly – give equity to influencers
  11. 11. Future of the Trend• Specific Industries and consumer segments that will be impacted – Any sector that has 1:M relationships – PR and Marketing – Benefit to small businesses – Retail and Technology – Gaming sector
  12. 12. Future of the Trend• How the trend will change moving forward – “It is very difficult to predict” – David Mercer – Expect it to become lot more digitized – More and more interactions in social sphere – Sophisticated tools to measure social influence – Analytics more accessible, easy to use and low-cost
  13. 13. Future of the Trend• To stay ahead of competitors – – Create social influence – Identify right influencers, engage and built relationship. – Engage in activity and establish credibility by creating interesting and compelling content. – Deeper understanding of data and analytics

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