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Influencer Engagement on Social Media

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This presentation was held for the Danish digital agency Advice A/S. It covers the subjects of social media influencers, growth hacking and the future of marketing. At the core is that if you don't understand people, you don't understand social media nor business for that matter.

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Influencer Engagement on Social Media

  1. 1. It’s time to stop advertising at and start engaging with customers We’ve never heard that one before... but have we reacted?
  2. 2. 3 BILLION PEOPLE ARE ONLINE
  3. 3. THIS IS AN ERA OF TOTAL TRANSPERANCY
  4. 4. EXPONENTIAL GROWTH IN DATA
  5. 5. 8
  6. 6. B2B DECISIONS ARE SOCIAL 63% use social media to guide decisions Source: IBM
  7. 7. 2013: 56% USED WEB TO PURCHASE 2011: up from 34% Source: IBM
  8. 8. DECISION MAKERS ARE MORE ENGAGED ON SOCIAL NETWORK 10-15% more than the average internet user Source: IBM
  9. 9. SOCIAL BUSINESS?
  10. 10. THE PREMISE FOR SOCIAL BUSINESS “A social business is an organization that is more open, transparent, and participatory in conversations and activity that defines markets” Source: IBM
  11. 11. THE DEFINITION OF SOCIAL MEDIA “Social media refers to interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks” Source: Wikipedia
  12. 12. THE DEFINITION OF A BRAND "Brands are a natural community of people identifying with each other, with a shared set of beliefs" Source: Wikipedia
  13. 13. OVERLAP? HINT: people
  14. 14. To generate value for your organization, create collective authenticity by empowering individual integrity
  15. 15. A bag of marbles has roughly 300% more surface area
  16. 16. New value exchange Employees give your organization authenticity. Your organization lends credibility to employees
  17. 17. 250+ IBM most senior experts in Select Program 5,000+ IBM experts in Forward Thinker Program 430,000+ IBMers trained on social media
  18. 18. 250+ IBM most senior expertis in Select Program 5,000+ IBM experts in Forward Thinker Program 430,000+ IBMers trained on social media 61,000,000+ IBMer social media connections
  19. 19. +141% Reach +157% Engagement +177% Amplification
  20. 20. +500% Reach +300% Engagement +700% Amplification
  21. 21. What matters is the right network
  22. 22. 7x AS EFFECTIVE Source: IBM
  23. 23. ADVOCACY = SALES 53% of sales can be attributed to advocacy Source: The Most Powerful Brand on Earth
  24. 24. BRAND ADVOCATES = 0.001% OF BRAND BASE accounts for 10-30% of its earned media Source: Dachis Group
  25. 25. HOW DO WE CONTROL IT?
  26. 26. WE DON’T!
  27. 27. Social made simple. 234 accounts 159 IBMers 75 IBM Brands CONFIDENTIAL The best performing social content Consistent measurement Mobile enabled 09/12/13 5
  28. 28. Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level. 1. Nurture To educate, empower and activate IBMers Guidance Activation 2. Optimize To collect, structure and analyze social data and content. Governance 3. Engage Make social content and data accessible and meaningful to IBM and its clients Collection Content discovery CONFIDENTIAL Metrics Data insights 09/12/13 7
  29. 29. Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level. 1. Nurture To educate, empower and activate IBMers Guidance Activation Business Conduct Guidelines To collect, structure and analyze social data and content. Governance 3. Engage Make social content and data accessible and meaningful to IBM and its clients Collection Content discovery Metrics Data insights Select Our Values 2. Optimize Forward Thinker Social Computing Guidelines Social Brand Registration Guideline Compliance Effectiveness Measurement Verification Voices Data Set Digital IBMer Social Business Manager (SBM) Official Voices List CONFIDENTIAL 09/12/13 8
  30. 30. Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level. 1. Nurture To educate, empower and activate IBMers Guidance Activation 2. Optimize To collect, structure and analyze social data and content. Governance 3. Engage Make social content and data accessible and meaningful to IBM and its clients Collection Content discovery Metrics Data insights Content Meta-Data Categorization CONFIDENTIAL Scoring / Algorithm 09/12/13 9
  31. 31. Voices is a program that unifies IBM’s social efforts in order to bring empowerment, insight and more meaningful engagement at the enterprise, brand and individual level. 1. Nurture To educate, empower and activate IBMers Guidance Activation 2. Optimize To collect, structure and analyze social data and content. Governance 3. Engage Make social content and data accessible and meaningful to IBM and its clients Collection Content discovery Metrics Data insights Enterprise View Brand / BU View SME View Client View Public View CONFIDENTIAL Visualizations 09/12/13 10
  32. 32. Don’t be social for the sake of social Social Media is about relationship
  33. 33. YOUR PERSONALITY IN 200 TWEETS
  34. 34. THE GOOD OLD DAYS ON MADISON AVE
  35. 35. MARKETING TODAY
  36. 36. THERE’S A NEW VP OF MARKETING IN THE HOUSE
  37. 37. GROWTH HACKER: MINDSET OF DATA, CREATIVITY AND CURIOSITY
  38. 38. Fast Company defined the problem facing most startups as 1.) they don't have the money and 2.) they don't have a traditional marketing background.
  39. 39. @kasperrisbjerg kasperrisbjerg.com krisbje@us.ibm.com

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