Influencer Marketing             “Engaging Online Influencers”                       N I M A’s T h e S o c i a l E x p e r...
INTRODUCTION                     very shortvrijdag 7 oktober 11
INTRODUCTION                       e-business                       online media                       interactive / socia...
MANAGEMENT                                    John                                    Meulemans                           ...
@j0hn                       #tse11vrijdag 7 oktober 11
CONTENTSE T I N G       INFLUENCER MARK         1 DEFINITION BUZZ         2 WHAT’S THE         3 INFLUENCER MARKETING     ...
INTERACTIVE                       #WHAT’S IN IT FOR YOU?vrijdag 7 oktober 11
De                       fini                       tionvrijdag 7 oktober 11
WHAT                       DO YOU THINKvrijdag 7 oktober 11
DEFINITION       W H AT A R E T H E Y ?                                 Were talking online                               ...
DEFINITIONU T I T       NOTHING NEW ABO                                                           Big difference:         ...
DEFINITION       N O T O N LY P E O P L E       “Besides influential people, there are also       influential places on th...
What’s                        the                        buzz?vrijdag 7 oktober 11
WHAT’STTHE BUZZ       IT’S ABOUT 3 ’S                       But actually I meant...vrijdag 7 oktober 11
TRUST                        IT’S GONEvrijdag 7 oktober 11
TALKS                       IT’S ALL ABOUT CONVERSATIONSvrijdag 7 oktober 11
TRANSPARENCY           IT’S EVERYWHEREvrijdag 7 oktober 11
WHAT’S THE BUZZ       TRUSTvrijdag 7 oktober 11
WHAT’S THE BUZZ       TRUST                                   Do we really see them?            Source: Edelman 2009vrijda...
WHAT’S THE BUZZ       TRUST                         Underpromise, overdeliver?                              R.I.P. Steve J...
WHAT’S THE BUZZ       TA L K S                         We share ANYTHINGvrijdag 7 oktober 11
WHAT’S THE BUZZ       TA L K S         A new culture of sharing ‘information’:         1: Worldwide growth of the internet...
WHAT’S THE BUZZ       TA L K S      Member of at least ONE         social network                               79%       ...
WHAT’S THE BUZZ       TA L K S                       WHY?                       33% - The experience is so novel and pleas...
WHAT’SCTHE BUZZ       T R A N S PA R E N Yvrijdag 7 oktober 11
WHAT’S THE BUZZ       T R A N S PA R E N C Y           “Websites where people connect and exchange information in   order ...
WHAT                       DOES THIS MEAN?vrijdag 7 oktober 11
WHAT’S THE BUZZ       T R A N S PA R E N C Y           “Websites where people connect and exchange information in   order ...
WHAT’SCTHE BUZZ       T R A N S PA R E N Yvrijdag 7 oktober 11
WHAT’SCTHE BUZZ       T R A N S PA R E N Yvrijdag 7 oktober 11
WHAT’SCTHE BUZZ       T R A N S PA R E N Yvrijdag 7 oktober 11
WHAT’SCTHE BUZZ       T R A N S PA R E N Yvrijdag 7 oktober 11
WHAT’SCTHE BUZZ       T R A N S PA R E N Yvrijdag 7 oktober 11
WHAT’SCTHE BUZZ       T R A N S PA R E N Yvrijdag 7 oktober 11
WHAT’SCTHE BUZZ       T R A N S PA R E N Yvrijdag 7 oktober 11
WHAT’SCTHE BUZZ       T R A N S PA R E N Yvrijdag 7 oktober 11
OK HOW                       MANY PEOPLE ARE GOING TO USE THIS?vrijdag 7 oktober 11
WHAT’SCTHE BUZZ       T R A N S PA R E N Yvrijdag 7 oktober 11
RATING PICKLES         WHO THINKS WE ARE GOING TO DO THAT?vrijdag 7 oktober 11
WHAT’SCTHE BUZZ       T R A N S PA R E N Yvrijdag 7 oktober 11
WHAT’SCTHE BUZZ       T R A N S PA R E N Y                              And we’re not nearly                              ...
WHAT’SCTHE BUZZ       T R A N S PA R E N Y                              Better make sure what                             ...
PUT                       your hands upvrijdag 7 oktober 11
TRUST                       YOU’LL HAVE TO WINvrijdag 7 oktober 11
TALKS                       YOU SHOULD JOIN THE CONVERSATIONvrijdag 7 oktober 11
TRANSPARENCY           ROLL WITH ITvrijdag 7 oktober 11
Influencer                        marketing                           .vrijdag 7 oktober 11
INFLUENCER MARKETING       WHY       76% of people      think companies          lie in ads                       Edelman ...
INFLUENCER MARKETING       WHY                        3.000      the average number of       ads we see every day         ...
INFLUENCER MARKETING       WHY                       70% of people trust experts                           more than frien...
HOW CAN                       YOU MEASURE INFLUENCE?vrijdag 7 oktober 11
INFLUENCER MARKETING       TOOLS                       Handy! Right?vrijdag 7 oktober 11
INFLUENCER MARKETING       TOOLS                       Handy! Right?vrijdag 7 oktober 11
CASE       VIRGIN & KLOUTvrijdag 7 oktober 11
CASE       SPOTIFY & KLOUTvrijdag 7 oktober 11
INFLUENCER MARKETING       S O U N D S FA M I L I A I R ?                       SOUNDS LIKEvrijdag 7 oktober 11
INFLUENCER MARKETING       W H AT ’ S E V E N W O R S E . . .                        THEY MAKE YOU                       S...
CASE       THE WIZARDING WORLD OF HARRY POTTER                                       BIG Plans                            ...
INFLUENCER MARKETING       I T ’ S A S H I F T I N C O M M U N I C AT I O N                       Bought            Owned ...
SO WHY                       do brands still spend so much on advertising?vrijdag 7 oktober 11
Influencer                       identificationvrijdag 7 oktober 11
IDENTIFICATION       OF INFLUENCERS               It all starts with               one question...vrijdag 7 oktober 11
IDENTIFICATION       OF INFLUENCERS   How do you measure influence?vrijdag 7 oktober 11
IDENTIFICATION       OF INFLUENCERSvrijdag 7 oktober 11
IDENTIFICATION       OF INFLUENCERS                       Network Growth                          Mentions                ...
IDENTIFICATION       OF INFLUENCERS       An example to illustrate the problem with relying on automated tools is the Twit...
IDENTIFICATION       WHO DO YOU TRUST WHEN IN FINANCE?                       100% Klout                                   ...
IDENTIFICATION       W H O Y O U T R U S T D E P E N D S O N R E L E VA N C Y    It’s simple:     Without relevancy it jus...
IDENTIFICATION       OF INFLUENCERS   How do you measure influence?vrijdag 7 oktober 11
IDENTIFICATION       OF INFLUENCERS Let me give  you a hintvrijdag 7 oktober 11
IDENTIFICATION       OF INFLUENCERS                         Sentiment                        Relative data                ...
IDENTIFICATION       OF INFLUENCERSvrijdag 7 oktober 11
IDENTIFICATION       OF INFLUENCERSvrijdag 7 oktober 11
IDENTIFICATION       OF INFLUENCERS                       Automated tools can be valuable                       when ident...
IDENTIFICATION       OF INFLUENCERS                        Consider:                           Using multiple             ...
IDENTIFICATION       PEOPLE AND PLACES        Besides influential         people there are          also influential      ...
IDENTIFICATION       PEOPLE AND PLACES          Mapping social hotspots          A social hotspot is a place on the web wh...
INFLUENCERS & HOTSPOTS       HOTSPOTS                       Hotspots are the most influential websites where               ...
IDENTIFICATION       PEOPLE AND PLACES        Rating should         be based on       three elements:                     ...
IDENTIFICATION       PEOPLE AND PLACES       Authority                  To what extent do people online                 pe...
IDENTIFICATION       PEOPLE AND PLACES       Activity                  To what extent is the influential                  ...
IDENTIFICATION       PEOPLE AND PLACES       Audience          How big is the total audience reached?           What is th...
IDENTIFICATION       PEOPLE AND PLACES                        Let me just say                           it’s a lot of     ...
IDENTIFICATION       PEOPLE AND PLACES        Handywork         involving:vrijdag 7 oktober 11
IDENTIFICATION       PEOPLE AND PLACES        Handywork         involving:vrijdag 7 oktober 11
IDENTIFICATION       PEOPLE AND PLACES        Handywork         involving:vrijdag 7 oktober 11
IDENTIFICATION       PEOPLE AND PLACES        Handywork         involving:vrijdag 7 oktober 11
IDENTIFICATION       PEOPLE AND PLACES        Handywork         involving:vrijdag 7 oktober 11
Data                       presentation                            .vrijdag 7 oktober 11
DATA EPRESENTATION O A R D       YOU’LL N ED SOME KIND OF DASHB                        How does all                       ...
DATA EPRESENTATION O A R D       YOU’LL N ED SOME KIND OF DASHB                       Put all the data                    ...
DATA EPRESENTATION O A R D       YOU’LL N ED SOME KIND OF DASHB                       Sort                              Ra...
DATA EPRESENTATION O A R D       YOU’LL N ED SOME KIND OF DASHBvrijdag 7 oktober 11
DATA EPRESENTATION O A R D       YOU’LL N ED SOME KIND OF DASHB                            Area’s of expertisevrijdag 7 ok...
Influencer                         outreach                           .vrijdag 7 oktober 11
INFLUENCER OUTREACH       WHY                         Identifying is                       only the beginning             ...
INFLUENCER OUTREACH       REMEMBER                             Influencers are                             NOT journalists...
INFLUENCERUOUTREACH       HOW TO SET UP AN O TREACH PROGRAM                                        Define objectives      ...
INFLUENCERAOUTREACH N D       DEFINE OBJECTIVES ND COMMON GROU       Communication: brands own voice       Further & deepe...
INFLUENCERNOUTREACH N D       DEFINE OBJECTIVES A D COMMON GROU       Ties the influencer to a brand            Define obj...
INFLUENCERNOUTREACH N D       DEFINE OBJECTIVES A D COMMON GROU      It’s about the domains          Define objectives    ...
INFLUENCER OUTREACH       D E F I N E R E L E VA N C E O F T H E R E L AT I O N       Provide a stage: increase their     ...
CASEF T M O S T VA L U A B L E P R O F E S S I O N A L P R O G R A M       MICROSO               Offer expertise   4.000 o...
INFLUENCER OUTREACH       D E F I N E R E L E VA N C E O F T H E R E L AT I O N       Part of your communication:       Kn...
INFLUENCER OUTREACH       D E F I N E R E L E VA N C E O F T H E R E L AT I O N       Part ofthem to communication:       ...
CASE E L E V E N M O M S       WALMART                                  In september 2008                                 ...
CASE       CONAGRA                        An unexpected                        surprise indeed                       Not e...
INFLUENCER OUTREACH       D E F I N E R E L E VA N C E O F T H E R E L AT I O N       Part ofcreate something with       L...
INFLUENCER OUTREACH       D E F I N E R E L E VA N C E O F T H E R E L AT I O N       Involve in product development      ...
INFLUENCER OUTREACH       D E F I N E R E L E VA N C E O F T H E R E L AT I O N       Involve in product development      ...
INFLUENCER OUTREACH       D E F I N E R E L E VA N C E O F T H E R E L AT I O N       Make them important                 ...
INFLUENCER OUTREACH       D E F I N E R E L E VA N C E O F T H E R E L AT I O N       Make them important                 ...
INFLUENCER OUTREACH       D E F I N E R E L E VA N C E O F T H E R E L AT I O N       Make them important                 ...
INFLUENCERPOUTREACH       D E F I N E A S U I TA B L E A P R O A C H       Consider this                              Defi...
INFLUENCERPOUTREACH       D E F I N E A S U I TA B L E A P R O A C H       Consider this                                De...
FINALLYT I N T E R N A L I N F L U E N C E R S       DON’T FORGE      Focus on the inside too...      Influencers working ...
INTERACTIVE  DEFINE YOUR OUTREACH PROGRAMvrijdag 7 oktober 11
INGRed Bull                Define domains that                       connect the audience                           to the...
Recap                       influencer                         marketingvrijdag 7 oktober 11
RECAP M A R K E T I N G       INFLUENCER         1 TRUST         2 TALKS         3 TRANSPARENCY         4 NO AUTOMATED TOO...
Some                        things                       to take with youvrijdag 7 oktober 11
LISTENBTO YOURI N G ) I M P O R TA N T       IT’S ABOUT EING (NOT FEEL                                 INFLUENCERS        ...
NOAONE-OFF       N O C M PA I G N                          Continuous effect!vrijdag 7 oktober 11
WE’RE O N L I N E C R E D I B I L I T Y & T R U S T HERE       IT’S ABOUT                  TALKING ONLINEvrijdag 7 oktober...
NO IMONEY!       KEEP T REAL                        Rewards are                        intrinsic and                      ...
Business card                            =                       Whitepapervrijdag 7 oktober 11
“Innovation                       distinguishes between                         a leader                          and a   ...
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Influencer Marketing: Engaging Online Influencers

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This is my presentation as held on The Social Experiment on october 6th 2011.

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Influencer Marketing: Engaging Online Influencers

  1. 1. Influencer Marketing “Engaging Online Influencers” N I M A’s T h e S o c i a l E x p e r i m e n t 6 oktober 2011 C O P Y R I G H T 3 S I X T Y F I V E B . V.vrijdag 7 oktober 11
  2. 2. INTRODUCTION very shortvrijdag 7 oktober 11
  3. 3. INTRODUCTION e-business online media interactive / social social strategy social strategyvrijdag 7 oktober 11
  4. 4. MANAGEMENT John Meulemans Nicole Niemann Paolo Martorino Strategy & technology Strategy & business development Strategy & concepts Managing Partner Managing Partner Managing Partner S P E C I A LT I E S Social Analyst Project Leader Strategy Director Social Media Specialist Account Director Digital Developer Creative Director Webcare Specialist User Experience Designer D I S C I P L I N E S Social Identification Social Social Social Internal Monitoring Influentials Strategy Alignment Programs Embeddingvrijdag 7 oktober 11
  5. 5. @j0hn #tse11vrijdag 7 oktober 11
  6. 6. CONTENTSE T I N G INFLUENCER MARK 1 DEFINITION BUZZ 2 WHAT’S THE 3 INFLUENCER MARKETING 4 IDENTIFICATION 5 PRESENTATION 6 INFLUENCER OUTREACH 7 RECAPvrijdag 7 oktober 11
  7. 7. INTERACTIVE #WHAT’S IN IT FOR YOU?vrijdag 7 oktober 11
  8. 8. De fini tionvrijdag 7 oktober 11
  9. 9. WHAT DO YOU THINKvrijdag 7 oktober 11
  10. 10. DEFINITION W H AT A R E T H E Y ? Were talking online influencers, people that have influence that starts, but is not limited to online, like blogs, microblogs or other social media platforms. “Influencers are individuals that are trusted by the public. Authorities in a certain area of expertise which gives them credibility. These people can be bloggers, journalists, editors, professors, scientists, politicians and sometimes even celebrities.”vrijdag 7 oktober 11
  11. 11. DEFINITIONU T I T NOTHING NEW ABO Big difference: Nowadays it has to be authenthic. Check video: http://www.youtube.com/watch?v=gCMzjJjuxQIvrijdag 7 oktober 11
  12. 12. DEFINITION N O T O N LY P E O P L E “Besides influential people, there are also influential places on the web, places where people talk about your brand, products or your business. We call these places hotspots and they come in different flavors.” ‣Online Press ‣(Micro) Blogs ‣Online News Outlets ‣Social Networks ‣Special Interest Sites ‣Communities & Forums ‣Photo & Video Sharing Portalsvrijdag 7 oktober 11
  13. 13. What’s the buzz?vrijdag 7 oktober 11
  14. 14. WHAT’STTHE BUZZ IT’S ABOUT 3 ’S But actually I meant...vrijdag 7 oktober 11
  15. 15. TRUST IT’S GONEvrijdag 7 oktober 11
  16. 16. TALKS IT’S ALL ABOUT CONVERSATIONSvrijdag 7 oktober 11
  17. 17. TRANSPARENCY IT’S EVERYWHEREvrijdag 7 oktober 11
  18. 18. WHAT’S THE BUZZ TRUSTvrijdag 7 oktober 11
  19. 19. WHAT’S THE BUZZ TRUST Do we really see them? Source: Edelman 2009vrijdag 7 oktober 11
  20. 20. WHAT’S THE BUZZ TRUST Underpromise, overdeliver? R.I.P. Steve Jobsvrijdag 7 oktober 11
  21. 21. WHAT’S THE BUZZ TA L K S We share ANYTHINGvrijdag 7 oktober 11
  22. 22. WHAT’S THE BUZZ TA L K S A new culture of sharing ‘information’: 1: Worldwide growth of the internet population 2: Massive growth in use of social networking 3: Increase of sharing in generalvrijdag 7 oktober 11
  23. 23. WHAT’S THE BUZZ TA L K S Member of at least ONE social network 79% 21% 16-25 year 91% (CBS) Source: Insites 2010vrijdag 7 oktober 11
  24. 24. WHAT’S THE BUZZ TA L K S WHY? 33% - The experience is so novel and pleasurable that it must be shared 24% - Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a pioneer, have inside information, seek confirmation of a persons own judgment, or assert superiority. 20% - To reach out and help to express neighbourliness, caring, and friendship. 20% - The message is so humorous or informative that it deserves sharing. Ernest Dichter Word of Mouth Motivation Research 1950vrijdag 7 oktober 11
  25. 25. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  26. 26. WHAT’S THE BUZZ T R A N S PA R E N C Y “Websites where people connect and exchange information in order to get what they want from each other instead of companies.”vrijdag 7 oktober 11
  27. 27. WHAT DOES THIS MEAN?vrijdag 7 oktober 11
  28. 28. WHAT’S THE BUZZ T R A N S PA R E N C Y “Websites where people connect and exchange information in order to get what they want from each other instead of companies.” CONSUMER IN CONTROLvrijdag 7 oktober 11
  29. 29. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  30. 30. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  31. 31. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  32. 32. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  33. 33. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  34. 34. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  35. 35. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  36. 36. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  37. 37. OK HOW MANY PEOPLE ARE GOING TO USE THIS?vrijdag 7 oktober 11
  38. 38. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  39. 39. RATING PICKLES WHO THINKS WE ARE GOING TO DO THAT?vrijdag 7 oktober 11
  40. 40. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  41. 41. WHAT’SCTHE BUZZ T R A N S PA R E N Y And we’re not nearly seeing te end of it.vrijdag 7 oktober 11
  42. 42. WHAT’SCTHE BUZZ T R A N S PA R E N Y Better make sure what they say is positivevrijdag 7 oktober 11
  43. 43. PUT your hands upvrijdag 7 oktober 11
  44. 44. TRUST YOU’LL HAVE TO WINvrijdag 7 oktober 11
  45. 45. TALKS YOU SHOULD JOIN THE CONVERSATIONvrijdag 7 oktober 11
  46. 46. TRANSPARENCY ROLL WITH ITvrijdag 7 oktober 11
  47. 47. Influencer marketing .vrijdag 7 oktober 11
  48. 48. INFLUENCER MARKETING WHY 76% of people think companies lie in ads Edelman Trust Barometer 2009vrijdag 7 oktober 11
  49. 49. INFLUENCER MARKETING WHY 3.000 the average number of ads we see every day and we only remember 5vrijdag 7 oktober 11
  50. 50. INFLUENCER MARKETING WHY 70% of people trust experts more than friends. (Source: Edelman Trust Barometer 2011)vrijdag 7 oktober 11
  51. 51. HOW CAN YOU MEASURE INFLUENCE?vrijdag 7 oktober 11
  52. 52. INFLUENCER MARKETING TOOLS Handy! Right?vrijdag 7 oktober 11
  53. 53. INFLUENCER MARKETING TOOLS Handy! Right?vrijdag 7 oktober 11
  54. 54. CASE VIRGIN & KLOUTvrijdag 7 oktober 11
  55. 55. CASE SPOTIFY & KLOUTvrijdag 7 oktober 11
  56. 56. INFLUENCER MARKETING S O U N D S FA M I L I A I R ? SOUNDS LIKEvrijdag 7 oktober 11
  57. 57. INFLUENCER MARKETING W H AT ’ S E V E N W O R S E . . . THEY MAKE YOU SCREAM ABOUT ITvrijdag 7 oktober 11
  58. 58. CASE THE WIZARDING WORLD OF HARRY POTTER BIG Plans BIG Budget 7 People Webcast 350 M Peoplevrijdag 7 oktober 11
  59. 59. INFLUENCER MARKETING I T ’ S A S H I F T I N C O M M U N I C AT I O N Bought Owned Owned Earned Bought media media media media media Earned media Website Buzz Ads Email Posts Seeding Facebook page RT’s Spots Twitter account Traditional Modelvrijdag 7 oktober 11
  60. 60. SO WHY do brands still spend so much on advertising?vrijdag 7 oktober 11
  61. 61. Influencer identificationvrijdag 7 oktober 11
  62. 62. IDENTIFICATION OF INFLUENCERS It all starts with one question...vrijdag 7 oktober 11
  63. 63. IDENTIFICATION OF INFLUENCERS How do you measure influence?vrijdag 7 oktober 11
  64. 64. IDENTIFICATION OF INFLUENCERSvrijdag 7 oktober 11
  65. 65. IDENTIFICATION OF INFLUENCERS Network Growth Mentions Absolute datavrijdag 7 oktober 11
  66. 66. IDENTIFICATION OF INFLUENCERS An example to illustrate the problem with relying on automated tools is the Twitter PR disaster that from fashion designer Kenneth Cole during the Egyptian revolution. After sending out the tweet below Kenneth Cole’s influence doubled but it certainly did not help his brand. In this example it’s shown that tools like Klout lack to interpret sentiment and intention data. They are a measure of reach and amplification (often limited to a few sources) but not true market influence.vrijdag 7 oktober 11
  67. 67. IDENTIFICATION WHO DO YOU TRUST WHEN IN FINANCE? 100% Klout 100% Relevantvrijdag 7 oktober 11
  68. 68. IDENTIFICATION W H O Y O U T R U S T D E P E N D S O N R E L E VA N C Y It’s simple: Without relevancy it just doesn’t feel right.vrijdag 7 oktober 11
  69. 69. IDENTIFICATION OF INFLUENCERS How do you measure influence?vrijdag 7 oktober 11
  70. 70. IDENTIFICATION OF INFLUENCERS Let me give you a hintvrijdag 7 oktober 11
  71. 71. IDENTIFICATION OF INFLUENCERS Sentiment Relative data True influencevrijdag 7 oktober 11
  72. 72. IDENTIFICATION OF INFLUENCERSvrijdag 7 oktober 11
  73. 73. IDENTIFICATION OF INFLUENCERSvrijdag 7 oktober 11
  74. 74. IDENTIFICATION OF INFLUENCERS Automated tools can be valuable when identifying influencers but beware of the limitations. BUT: If people can win stuff, they will game the system.vrijdag 7 oktober 11
  75. 75. IDENTIFICATION OF INFLUENCERS Consider: Using multiple tools, sometimes people don’t have to be influencers to make a point.vrijdag 7 oktober 11
  76. 76. IDENTIFICATION PEOPLE AND PLACES Besides influential people there are also influential placesvrijdag 7 oktober 11
  77. 77. IDENTIFICATION PEOPLE AND PLACES Mapping social hotspots A social hotspot is a place on the web where your brand’s target audience discusses and shares relevant content. A hotspot can be a blog, a community, forum, special interest site, review site, Twitter page or even a fanpage or group on a social network.vrijdag 7 oktober 11
  78. 78. INFLUENCERS & HOTSPOTS HOTSPOTS Hotspots are the most influential websites where your target audience come to talk about your brand, products or market. Hotspots are the perfect starting point to reach and engage them. It’s a means to communicatie more effectively.vrijdag 7 oktober 11
  79. 79. IDENTIFICATION PEOPLE AND PLACES Rating should be based on three elements: 1 Authority 2 Activity 3 Audiencevrijdag 7 oktober 11
  80. 80. IDENTIFICATION PEOPLE AND PLACES Authority To what extent do people online perceive the influencer/hotspot as an authority within a specific field? Is the influential entity trustworthy and knowledgable? Does the shared opinion matter and can they rely on it?vrijdag 7 oktober 11
  81. 81. IDENTIFICATION PEOPLE AND PLACES Activity To what extent is the influential active online. This is indicated by things such as the degree of responsiveness, updates, postings and interactions.vrijdag 7 oktober 11
  82. 82. IDENTIFICATION PEOPLE AND PLACES Audience How big is the total audience reached? What is the outreach of the influential entity and how does it rank? How many visitors, followers, members, readers, likers, fans and friends does the influential entity have?vrijdag 7 oktober 11
  83. 83. IDENTIFICATION PEOPLE AND PLACES Let me just say it’s a lot of handywork Some clues howevervrijdag 7 oktober 11
  84. 84. IDENTIFICATION PEOPLE AND PLACES Handywork involving:vrijdag 7 oktober 11
  85. 85. IDENTIFICATION PEOPLE AND PLACES Handywork involving:vrijdag 7 oktober 11
  86. 86. IDENTIFICATION PEOPLE AND PLACES Handywork involving:vrijdag 7 oktober 11
  87. 87. IDENTIFICATION PEOPLE AND PLACES Handywork involving:vrijdag 7 oktober 11
  88. 88. IDENTIFICATION PEOPLE AND PLACES Handywork involving:vrijdag 7 oktober 11
  89. 89. Data presentation .vrijdag 7 oktober 11
  90. 90. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHB How does all this come together in an orderly way?vrijdag 7 oktober 11
  91. 91. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHB Put all the data in one system Ranked, categorized and fully connectedvrijdag 7 oktober 11
  92. 92. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHB Sort Ranking Example Influencer Dashboardvrijdag 7 oktober 11
  93. 93. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHBvrijdag 7 oktober 11
  94. 94. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHB Area’s of expertisevrijdag 7 oktober 11
  95. 95. Influencer outreach .vrijdag 7 oktober 11
  96. 96. INFLUENCER OUTREACH WHY Identifying is only the beginning It’s what you do next that countsvrijdag 7 oktober 11
  97. 97. INFLUENCER OUTREACH REMEMBER Influencers are NOT journalistsvrijdag 7 oktober 11
  98. 98. INFLUENCERUOUTREACH HOW TO SET UP AN O TREACH PROGRAM Define objectives and common ground Define relevance of the relation Define a suitable approachvrijdag 7 oktober 11
  99. 99. INFLUENCERAOUTREACH N D DEFINE OBJECTIVES ND COMMON GROU Communication: brands own voice Further & deeper than a Define objectives and common ground Trust: Being mentioned by influencers builds Define relevance of trust amongst the communities they’re in the relation Branding: lasting conversation with Establishing a influencers minimizes negative perception Define a suitable around a brand in conversations which approach contibutes to a positive perceptionvrijdag 7 oktober 11
  100. 100. INFLUENCERNOUTREACH N D DEFINE OBJECTIVES A D COMMON GROU Ties the influencer to a brand Define objectives and common ground Mostly no brandfan Define relevance of the relation Personal approach How to be relevant Define a suitable approachvrijdag 7 oktober 11
  101. 101. INFLUENCERNOUTREACH N D DEFINE OBJECTIVES A D COMMON GROU It’s about the domains Define objectives around your brand and common ground Define relevance of > cooking the relation > cooking Define a suitable approachvrijdag 7 oktober 11
  102. 102. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Provide a stage: increase their Give the opportunity to Define objectives and common ground following and influence Define relevance of the relation Define a suitable approachvrijdag 7 oktober 11
  103. 103. CASEF T M O S T VA L U A B L E P R O F E S S I O N A L P R O G R A M MICROSO Offer expertise 4.000 out of in around 90 100 million Live in more than 90 Microsoft community countries technologies membersvrijdag 7 oktober 11
  104. 104. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Part of your communication: Knowledge, experience, credibility Define objectives and common ground Define relevance of the relation Define a suitable approachvrijdag 7 oktober 11
  105. 105. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Part ofthem to communication: Connect your your product Define objectives and common ground Define relevance of the relation Use testimonials, product comparison video’s and use the packaging to tell it Define a suitable approach by for example a QR code.vrijdag 7 oktober 11
  106. 106. CASE E L E V E N M O M S WALMART In september 2008 Walmart identified mommy bloggers as an influential group for their target audience This ‘Eleven Moms’ program had mommy bloggers test their products and write reviews Results: Brand favourability and trust increased by approximately 20%vrijdag 7 oktober 11
  107. 107. CASE CONAGRA An unexpected surprise indeed Not exactly candid camera materialvrijdag 7 oktober 11
  108. 108. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Part ofcreate something with Let them your communication: Define objectives and common ground your product Define relevance of the relation If you’re in the food business, let them make recipies with your product or if Define a suitable you’re in travel, let them make their top 5 approach destinations.vrijdag 7 oktober 11
  109. 109. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Involve in product development Define objectives and common ground ‣How would they improve your product ‣Let them try new products first hand Define relevance of the relation ‣Invite them for launch-events. ‣Use their feedback for product- innovation and - improvement. Define a suitable approachvrijdag 7 oktober 11
  110. 110. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Involve in product development Define objectives and common ground Influencer signature product: Define relevance of the relation Create a special product line that’s developed together with influencers and actually bring these to market. Define a suitable approachvrijdag 7 oktober 11
  111. 111. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Make them important Define objectives Give them front-row tickets and common ground Define relevance of the relation Create a stage for influencers on your Define a suitable approach events or at least give them VIP access.vrijdag 7 oktober 11
  112. 112. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Make them important Define objectives Give them front-row tickets and common ground First to hear about new initiatives. Define relevance of First to be involved. the relation Let them break the news. Try to include quotes or opinions into press releases. Define a suitable approachvrijdag 7 oktober 11
  113. 113. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Make them important Define objectives Give them front-row tickets and common ground Define relevance of the relation Define a suitable approach Show you mean it: Get them to meet the management.vrijdag 7 oktober 11
  114. 114. INFLUENCERPOUTREACH D E F I N E A S U I TA B L E A P R O A C H Consider this Define objectives Before contacting! and common ground ‣Frequency: On which regular basis will there be contact? Make sure relevancy prevails Define relevance of the relation ‣Tone of voice: What is appropriate? Polite or informal? ‣Follow up: What is being done with the feedback? Ensure proper embedding in Define a suitable the organisation. approachvrijdag 7 oktober 11
  115. 115. INFLUENCERPOUTREACH D E F I N E A S U I TA B L E A P R O A C H Consider this Define objectives Before contacting! and common ground ‣Proof: Show what has been done with ideas and feedback. If you’re in a stage in which this is not possible yet, Define relevance of communicate this. the relation ‣Organization: Who is in the lead? Ensure support from top to bottom. ‣Form: How to keep in touch greatly Define a suitable depends on your market and the type approach of people. Make sure to vary between digital and face-to-face contact.vrijdag 7 oktober 11
  116. 116. FINALLYT I N T E R N A L I N F L U E N C E R S DON’T FORGE Focus on the inside too... Influencers working inside your own company are the most easy type to engage with: They like your brand and have in depth knowledge about it. They should be key in the influencer outreach program. Also, internal influencers might be an ideal starting point for embedding social media in your company DNA.vrijdag 7 oktober 11
  117. 117. INTERACTIVE DEFINE YOUR OUTREACH PROGRAMvrijdag 7 oktober 11
  118. 118. INGRed Bull Define domains that connect the audience to the brandNespresso Define the basics of an outreach program BertolliZuid-Afrikavrijdag 7 oktober 11
  119. 119. Recap influencer marketingvrijdag 7 oktober 11
  120. 120. RECAP M A R K E T I N G INFLUENCER 1 TRUST 2 TALKS 3 TRANSPARENCY 4 NO AUTOMATED TOOLS 5 BOUGHT > EARNED 6 RELEVANT OUTREACH 7 EMBEDvrijdag 7 oktober 11
  121. 121. Some things to take with youvrijdag 7 oktober 11
  122. 122. LISTENBTO YOURI N G ) I M P O R TA N T IT’S ABOUT EING (NOT FEEL INFLUENCERS That means attention from management too...vrijdag 7 oktober 11
  123. 123. NOAONE-OFF N O C M PA I G N Continuous effect!vrijdag 7 oktober 11
  124. 124. WE’RE O N L I N E C R E D I B I L I T Y & T R U S T HERE IT’S ABOUT TALKING ONLINEvrijdag 7 oktober 11
  125. 125. NO IMONEY! KEEP T REAL Rewards are intrinsic and provide status and credibility.vrijdag 7 oktober 11
  126. 126. Business card = Whitepapervrijdag 7 oktober 11
  127. 127. “Innovation distinguishes between a leader and a follower.” Quote: Steve Jobs John Meulemans john@3sixtyfive.co Twitter: @j0hnvrijdag 7 oktober 11

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