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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.
http://schedule.sxsw.com/events/event_IAP7876

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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 http://www.flickr.com/photos/frugalbinx/5415033651
  7. Kenneth Cole http://www.flickr.com/photos/jeremiah_owyang/5456085972/
  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.
  12.  
  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: sxsw.com/feedback
  31. sxsw interactive | #throwdown Influencer Throwdown: Defining Influence Once & For All

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