For years and years companies have tried hard to create & manage brand ambassador communities. Some did it, most could not. Here is a presentation on the common denominators of those successful programs that did it.
Creating A HealthyInfluencer Marketing ProgramA.Emre Erşahin2007
The Brief Identify and recruit “brand ambassadors” Word-of-mouth objectives Influencers who have influence Circle of trust Acquire, satisfy & retain “brand ambassadors” Penetration & seeding power Extract actionable insight from “brand ambassadors” Constant feedback mechanism & measurement Periodic meetings
Target Audience 12-24 age group High schools Colleges & universities Global web culture Networked & hyperlinked Short attention span High consumption speed Music, Sports, Cinema, Dating Distinctive profiles Childish Teenies Techno Savvies Sociable Technophobes Trend Seekers
Underlying Concepts Social Networks Social Capital Sociometry Influencer Marketing
A social network is a socialstructure made of nodes thatare tied by one or morespecific types of relations In its simplest form, a socialnetwork is a map of all of therelevant ties between thenodes being studied. The network can also be usedto determine the socialcapital of individual actors. Social Networks Social Capital Sociometry Influencer MarketingUnderlying Concepts
Social capital is created by apersons location in astructure of relationships. The core idea of socialcapital theory is that socialnetworks have value. It explains how some peoplegain more success in aparticular setting throughtheir superior connectionsto other people. “The spirit of community”Underlying Concepts Social Networks Social Capital Sociometry Influencer Marketing
Underlying Concepts Sociometry produces a view,where the attributes ofindividuals are lessimportant than theirrelationships and ties withother actors within thenetwork.Underlying Concepts Social Networks Social Capital Sociometry Influencer Marketing
Underlying Concepts Influencer marketing is aform of marketing in whichfocus is placed on specifickey individual types ratherthan the target market as awhole. It identifies the individualsthat have influence overpotential buyers, andorientates marketing activitiesaround these influencers.Underlying Concepts Social Networks Social Capital Sociometry Influencer Marketing
Underlying Concepts Influencers by definitionhave high social capital Influencer marketing isinvestment managementfor social capital. It requires identification ofindividuals in the network withhigh social capital to investand to better influence thewhole network.Underlying Concepts Social Networks Social Capital Sociometry Influencer MarketingInfluencerMarketingSociometrySocial Capital
Influencer Program Outlook Measure & classify influencers according to their social capital Identify & recruit potential brand advocates with high social capital Create a multilogue sharing platform for influencers Create & nourish desired behavior with awarding Seed products, services, opinions & trends Create motivation for discussion, sharing & increasing usage Gain and measure performance indicators &valuable insight from influencersMeasureExecuteCreateDiscover
How To Discover Social Capital?Social CirclesOnline SurveyReferencesSociometryDiscoverSocial Capital
How To Discover Social Capital?Social CirclesOnline SurveyReferencesSociometry An algorithm to identify andclassify influentials in thebrand’s network Connectedness Level of involvement Geographic coverage Online presence Social network participationDiscoverSocial Capital
How To Discover Social Capital?Social CirclesOnline SurveyReferencesSociometry Online social capital survey Attitudes, interests, opinionsand activities Digital trace: Blogs, socialnetwork memberships,twitter, groups, forums… Check status, number ofpeers, rankings, ratings,etc… Classify & segment targetaudienceDiscoverSocial Capital
How To Discover Social Capital?Social CirclesOnline SurveyReferencesSociometryWhat role do you usually play indeciding what to do with yourfriends?a) I prefer to hangout by myself, so Ican do what I wantb) I usually go along with what myfriends decide to doc) I voice my opinion and we make adecision togetherd) I share my plan and oftenconvince my friends to go alonge) I plan activities and my friendscome alongDiscoverSocial Capital
How To Discover Social Capital?Social CirclesOnline SurveyReferencesSociometry Ask the participants abouttheir friends! Let them invite and commenton their friends Ask the coolest, the mostsocial, most popular personthey know and move up theladder.DiscoverSocial Capital
How To Discover Social Capital?Social CirclesOnline SurveyReferencesSociometry Sociometry is a quantitativemethod for measuring socialrelationships "Sociometric explorationsreveal the hidden structuresthat give a group its form: thealliances, the subgroups, theideological agreements, the‘stars’ of the show“ The end result is thesociomaps explaining theconnectivityDiscoverSocial Capital
End Result – Meet the InfluencersConnectors Social glue of networks High connectedness, with highestnumber of nodes Variety of nodes, connected todifferent kinds of peopleMavens Opinion leaders, information brokers,curious minds, experts They tip connectors with valuableinformation. They search, read, write,complain, create, and accumulateinformationSalesmen The persuaders,they talk more Higher outgoing traffic and morenodes than averageConnectorChildishTeeniesConnectorTechnoSavviesMavenTrendSeekers
End Result – Meet the Influencers Select and introduce the chosen influencers to your company forapproval at the end of the 1st phase 500 hand-picked dedicated influencers Interviewed preferably face-to-face Classified & clustered Signed the terms&conditions Influencers receive program kit upon joining ID granting access to events, company, meetings Program manual Limited series apparel
How to Create & Motivate Social Capital?Knowledge GapsAnticipated ReciprocityIncreased RecognitionSense of efficacyCreateSocial Capital
How to Create & Motivate Social Capital?Knowledge GapsAnticipated ReciprocityIncreased RecognitionSense of efficacyCreateSocial Capital Social capital lives onknowledge & opinion gapsbetween individuals. Any platform where socialcapitalists can feed onknowledge gaps attractssocial capital Your brand should feed theInfluencers with semi-classified info and opportunityto try new products/services
How to Create & Motivate Social Capital?Knowledge GapsAnticipated ReciprocityIncreased RecognitionSense of efficacyCreateSocial Capital A person is motivated tocontribute valuableinformation to the group inthe expectation that s/he willreceive useful help andinformation in return Discussion starts on brand’scurrent performance andideas about what it should donext...
How to Create & Motivate Social Capital?Knowledge GapsAnticipated ReciprocityIncreased RecognitionSense of efficacyCreateSocial Capital All contributors are allowed tocreate profiles and as theircontributions are measuredby the community, theirreputation increases. For example, points, rating,ranking systems etc. These points gain access toinvite-only events &resources, while contributorsreceive expected points &unexpected gifts
How to Create & Motivate Social Capital?Knowledge GapsAnticipated ReciprocityIncreased RecognitionSense of efficacyCreateSocial Capital Individuals may contributevaluable information becausethe act results in a sense ofefficacy, that is, a sense thatthey have had some effecton the outcome Influencers try, test, givefeedback & provide newideas on products/services,etc via moderated or non-moderated discussions Contributions must beawarded
Program Concept - “Backstage” “Backstage Pass” by definition creates... Knowledge Gaps Sense of efficacy Increased Recognition Backstage is also an invitation-onlywebsite The subscribers are only invited aftersocial capital qualification(1st phase) It is the sharing and meeting point ofInfluencers of your brand
Program Concept - “Backstage” Backstage is an online platformwhere selected influencers share &discuss habits, tastes, choices,consumption with other influencers Influencers can do a lot in the“Backstage” Write, Comment, Rate, List Share, Recommend, Invite Try, test, review Earn points in exchange Redeem points by select from privilegedoffers
Program Concept - “Backstage”• Harry Potter 6 premier! Watch before everyone. Join• Listen to Kasabian latest album in London. Go• Join Raikonnen press conference before the race! Join• Talk to the marketing team for your ideas. TalkHello Emre! Haven’t seen you for a while... Last visit: 3 weeks ago304 points. 23 backstage friends Edit profileYour Exclusive Video Messages• Help us decide which product to launch first?• Try the new website for a week!• Review the latest & rate previous posts• Invite friends over...• We want you to join our meeting!• You won a F1 ticket, collect more for VIP pass.• Re: Backstage Meeting on SaturdayYour MessagesYour opinion needed! Collect points with your opinion!• Cem has been writing on rates. Read it.• Murat visited the company for a meeting. Ask him.• Ebru tried the latest product before anyone. Read it.Catch Up with friends...• Active friends: Murat, Cem, Ömer, Emre, See all.• Friends who need wake up call: Ebru, Selim. Send SMS• Friends invited: Kerim, Ali, Can. Resend invitationYour FriendsRead Watch Rate Write Try InviteExclusive offers for you. Redeem Points!• Listen to unreleased albums• Choose the name of the upcoming service• Help design the university events• Be the first to try new products
ContextRewardingRedemptionPrivilegeSatisfySocial CapitalHow to Satisfy Social Capital?
ContextRewardingRedemptionPrivilegeSatisfySocial Capital The context is important insocial capital. Close knit groups have thepower to magnify theepidemic. Facilitating and nourishing“Circle of trust” is key Influencers from a city Those who tried oneproduct Blogger influencers Critic influencersHow to Satisfy Social Capital?
ContextRewardingRedemptionPrivilegeSatisfySocial Capital Sense of efficacy is notenough Influencers must get instantawards by filling upquestionnaires, posting,commenting, sharing, and byinviting friends to theinvitation-only backstage Existing brnad loyaltyschemes can be integrated Attendance is also rewarded Offline & Online Expected & UnexpectedrewardsHow to Satisfy Social Capital?
ContextRewardingRedemptionPrivilegeSatisfySocial Capital Instant awards aren’t enough Music, sports events tickets Last minute free ticketsby surprise Joining a company marketingmeeting “Once in a life-time”experiences duringsponsored events, etc.How to Satisfy Social Capital?
ContextRewardingRedemptionPrivilegeSatisfySocial Capital Invitations to movie premiers Access to restricted areas Hand-shake with celebrities Meet with company C-Level Fast-lane to events Mini concierge New service trials Semi-classified info etc.How to Satisfy Social Capital?
ReachDecisionsHuman CapitalMeasureSocial CapitalHow to Measure Social Capital?Quality
QualityReachDecisionsHuman CapitalMeasureSocial Capital Measure brand usage &attitude Are influencers stillinfluencing? Did we invest in the rightsocial capital? Are there better social capitalinvestment opportunities? Check portfolio strategy interms of compositionHow to Measure Social Capital?
ReachDecisionsHuman CapitalMeasureSocial Capital What is the impact of ourinfluencers? How many people are weinfluencing? Can we utilize and direct ourinfluencer network better? Geographically Campus based Cluster based How many more influencersdo we need?How to Measure Social Capital?Quality
ReachDecisionsHuman CapitalMeasureSocial Capital Measure to justify visionaryopinions by asking them Quantitative ideas aboutservices, products, etc. Growing numbers ofbackstage influencers willenable test marketing Panel measurement allowsfor discussion around certaintopics and providesqualitative actionable insightHow to Measure Social Capital?Quality
ReachDecisionsHuman CapitalMeasureSocial Capital Convert Social Capital toHuman Capital Backstage is also a trojanrecruitment mechanism There is a constant jobinterview going on Dedicated Influencers may beyour employees should theyprove to “make the most ofinfluence”How to Measure Social Capital?Quality
Thank You! Just wanted to share with all of you one of my well thoughtpresentations with the hope of inspiring a few brands fordoing better influencer marketing programs. Thank You!A.Emre Erşahinemre.firstname.lastname@example.org