SXSW 2011 - Influencer #Throwdown: Defining Influence Once & For All


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Kevin Dugan’s panel discussion with David Binkowski, Krista Neher and Saul Colt.

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  • The Luchador theme is really meant to give us release. Studying the influence landscape – trends, history, definitions, misdefinitions, lies and the future, we wanted to throw down once and for all over this and give everyone a few things to think about on the topic – sxsw style of course.
  • From Radian 6 eBook Defining and Measuring Influence
  • Does a high klout score make you a Twitter influencer? Not really. HP finds weak link between popularity and influence. AdAge: Your Followers are no Measure of your Influence Brian Solis/Vocus: Exploring and Defining Influence
  • Did Kenneth Cole and Chrysler miss an opportunity to truly engage with their audiences? To err is human. To err on Twitter is not? It’s all about engagement and connecting with real, live people. And if nothing else, we saw a real chance to do so. Red Cross took advantage of this opportunity:
  • Jeremiah Owyang: Klout for business – a sometimes useful metric, but an incomplete view of customers WSJ: Wannabe cool kids aim to game the web’s new social score keepers
  • Social voting is popularity, not influence. Social voting is gaming the system. Social voting seems like a hoop you want consumers to jump through so you have a quantitative metric. OK, 1 million people voted. Now what?
  • Absolute – Ashton Kutcher – breadth Raising money for mosquito nets for poor in Africa affected by malaria Relative – Kim Kardashian – depth in fashion, she’s a tastemaker of sorts. Which Tool is Best at Finding Social Media Influencers? Forrester: Tapping the Online Peer Influence Pyramid Forrester: Peer Influence Analysis
  • Relevance established via keyword diversity and frequency How to activate your brand’s super influencers Forrester: Measuring Influence is Hot
  • At the end of the day, it’s all about trust. Do you trust the algorithmns on the automagic sites? Edelman’s Trust Barometer dives into trust and impact on types of influencers. A Devaluation of Friends May Be Driving Trust in Thought Leaders And Keeping this study in context: Trust in 2011
  • Had an event with 10 key bloggers and expanded reach to another 10 post event with media kits.
  • The team that did the work, deserves the credit.
  • Tough to predict the future. In 2005 if we’d told you that Facebook would be 600MM strong after just a year online and a movie to boot. Plus the less than 12 month old YouTube would get more searches than Yahoo, you’d lock me up.
  • In the future, as the data these sites have gets better and their algorithms improve and can account for things like sentiment, we’ll be able to mircotarget through the sales cycle. Empower dismisses the funnel as it’s too linear and many sales are not linear. So we created the brand participant map. This allows for non-linear sales and can more easily recognize consumers at different points in their relationship with the brand.
  • These are hypothetical examples where we’d look for different influencers based on where our brands need the most help on the map.
  • Rate our panel! More influence links Internet Fame and the True Impact of Influence – includes a nice list of links to more influence articles Brian Solis: 2010 The year of understanding influence Conversation Agent: Everything about influence is wrong
  • SXSW 2011 - Influencer #Throwdown: Defining Influence Once & For All

    1. sxsw interactive | #throwdown Influencer Throwdown: Defining Influence Once & For All
    2. Influencer #Throwdown <ul><li>@saulcolt </li></ul><ul><li>@prblog </li></ul><ul><li>@kristaneher </li></ul><ul><li>@dbinkowski </li></ul>
    3. Influencer #Throwdown <ul><li>Introductions </li></ul><ul><li>Let’s Define Influence </li></ul><ul><li>Panel Discussion </li></ul><ul><li>Q&A </li></ul>
    4. Influence is… <ul><li>“ being able to inspire action – with or without a large following.” </li></ul><ul><li>- Radian6 </li></ul>
    5. Influence is not… <ul><li>popularity </li></ul><ul><li>achieved on a single site (like Twitter) </li></ul><ul><li>just about the biggest numbers </li></ul><ul><li>determined by a single site (like Klout) </li></ul><ul><li>unrelated to sentiment </li></ul>
    6. Kenneth Cole
    7. Kenneth Cole
    8. Fast Company
    9. Influencer Tip <ul><li>“ Instead of counting the people we reach, focus on reaching the people who count.” -- Jessica </li></ul>
    10. Types of Influencers <ul><li>Peer: Family, close friends </li></ul><ul><ul><li>Yer Mom. Srsly! Or friends (pre-2004 definitions) </li></ul></ul><ul><li>Pro/Expert Influencer: Immersed in the topic w/ proven/demonstrated street cred </li></ul><ul><ul><li>Seth Godin, Guy Kawasaki </li></ul></ul><ul><li>Social/Ambient Influencers: Secondary peers in your broader circle of social contacts </li></ul><ul><ul><li>The SXSW mob, customers </li></ul></ul>
    11. Measuring It <ul><li>Quantitative </li></ul><ul><ul><li>Share of Conversation </li></ul></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Level of Engagement </li></ul></ul><ul><li>Qualitative </li></ul><ul><ul><li>Brand Sentiment </li></ul></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Connections Strength </li></ul></ul><ul><ul><li>Trust </li></ul></ul>The customer drives the entire focus.
    13. Influencer Throwdown <ul><li>Panel Discussion </li></ul>
    14. All Influence Is The Same
    15. Online Influence Matters
    16. Measurement Tools Are as Simple as Using _______.
    17. There Are Adequate Tools To Measure Influence
    18. How Do You Find Influencers For Your Business?
    19. Give Us a Case Study
    20. Shaw Flooring the Influencers
    21. Flooring the Influencers <ul><li>Tigressa Softstyle – so soft and resilient, need to see and feel to believe “carpet matches curtains.” </li></ul><ul><li>Paid media needed earned media support; WOM validates product attributes/claims. </li></ul><ul><li>Blogs focused solely on flooring? None. </li></ul><ul><li>Tigressa taken to DIY, Design blogs as part of a larger discussion. </li></ul>
    22. Flooring the Influencers <ul><li>Influencers selected using a combination of tools, time and talent. </li></ul><ul><ul><li>Five stage, 26 step process; bulk of which is human vs. automagic. </li></ul></ul><ul><ul><li>Starts with audience insights/creative brief </li></ul></ul><ul><ul><li>Looks for </li></ul></ul><ul><ul><ul><li>Relevancy: on-topic, sentiment </li></ul></ul></ul><ul><ul><ul><li>Reach: socially active, level of following </li></ul></ul></ul><ul><ul><ul><li>Content: relevancy, frequency of posts </li></ul></ul></ul><ul><ul><ul><li>Engagement: number of comments, links </li></ul></ul></ul>
    23. Flooring the Influencers Celebrity Guest Speaker Evening Affair Voice of the Blogger From Inspiration to Reality See How It’s Made Test Your Skills Takin’ It to the Streets
    24. Influencers Results <ul><li>Influencers testified to Tigressa’s effectiveness </li></ul><ul><ul><li>Increased volume of conversation; multiple posts per blogger </li></ul></ul><ul><ul><li>Increased positive sentiment </li></ul></ul><ul><ul><li>Search impact </li></ul></ul><ul><ul><li>Blog posts increased uniques and time on site </li></ul></ul><ul><ul><li>Built relationships with bloggers </li></ul></ul>
    25. Influencer Results <ul><li>341.5 million impressions </li></ul><ul><ul><li>329 million ad impressions </li></ul></ul><ul><ul><li>12.5 million WOM impressions </li></ul></ul><ul><li>Sales goals reached for product launch </li></ul><ul><ul><li>“ Best product launch in history of company” </li></ul></ul>
    26. Flooring the Influencers <ul><li>Shout Out To </li></ul><ul><ul><li>Ashley Walters, @ashley_walters </li></ul></ul><ul><ul><li>Taylor Wiegert, @twiegert </li></ul></ul>
    27. The Future <ul><li>A Five-Year Prediction, from 2005 Facebook will have 600MM members – and a movie. The newly launched YouTube will get more searches than Yahoo. </li></ul><ul><li>Foursquare: 2009 </li></ul><ul><li>iTunes App Store: 2008 </li></ul><ul><li>Twitter: 2006 </li></ul><ul><li>YouTube: 2005  </li></ul><ul><li>Facebook: 2004 </li></ul><ul><li>LinkedIn: 2003  </li></ul><ul><li>iTunes: 2001 </li></ul>
    28. The Future <ul><li>Microtargeting, more sensitive to the sales funnel </li></ul><ul><ul><li>Tools will improve to help understand subtlties </li></ul></ul>For illustrative purposes only ©Empower MediaMarketing 2011
    29. Brand Participant Map℠ <ul><li>Strong awareness, weak consideration/purchase. </li></ul><ul><li>Activate advocates via social media; enable them to tell their “switching” stories and share promo/coupon incentives </li></ul><ul><li>Awareness, loyalty & advocacy weak relative to competitors </li></ul><ul><li>Increase mix of social media, PR and WOMM to raise share of voice in discussion </li></ul>For illustrative purposes only ©Empower MediaMarketing 2011
    30. Vote For Influencer #Throwdown:
    31. sxsw interactive | #throwdown Influencer Throwdown: Defining Influence Once & For All