Tapping into Social Inflience

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What’s one of the first things you do before you buy something? You go online and look for reviews, recommendations, advice, some type of social proof that validates your decision right? Despite the powerful influence of these social networks and communities of interest, brands continue to expand their social footprint rather than going to the places where decisions about their products and services are made. The biggest challenge brands face today is not what social network to join but how to decide what conversations across the vast social web to pay attention to.

In a presentation packed with actionable insights into leveraging the influence of the social web, you will learn how to:

· Identify the most relevant conversations and decision-driving communities
· Join the most critical conversations and add value
· Leverage brand advocates and influencers
· Measure the impact of social influence activities

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  • PAID, EARNED, OWNED
    What do you focus on most? Where does your money go?
    What’s the most effective? Most cost-effective
    Influence has been misunderstood as popularity or positive sentiment
    Do you want to be popular or do you want to add business value?
  • Tell me about business impact
  • That sound you hear? It’s the drip from ads
    Brands that do not generate substantial advocacy will need to pay more for reach and consequently have costs substantially higher than those brands that drive high advocacy.
    In an environment where costs to reach consumers continue to escalate, this advantage could make the difference between a company with outstanding shareholder returns and one that fails to perform.
    More cost effective than anything else you’re doing—paid media, relationship marketing, search marketing, etc.
  • Understanding how advocacy works is critical to driving real business value. It helps brands enable and amplify genuine, organic word of mouth, which translates into financial value. In fact, the data Ogilvy has collected suggests that social shares drive action at a rate as high as 10x that of paid impressions.
  • I’m from DC
    There’s a regional plumber called LEN the plumber and they must have spent a fortune on advertising: I see their ads on the side of buses as I drive into work. Yesterday am saw they had a sticker insert in WaPo, etc. And I always think: they don’t get it do they. Who calls a plumber from an ad?
    Thought I’d start with an easy one to warm up with:
    How do you make decisions? A new TV, smartphone, restaurant?
  • We listen to our friends and families and ‘strangers with expertise
  • We listen to our friends and families and ‘strangers with expertise
  • So what does all this behavior informing our decisions mean for brands
  • It means it’s really difficult for brands to gain mindshare if they just talk about themselves
    We all have our own personal message shield formed by our friends, family and social connections
    To get through, brands have to offer relevant and valuable content
    That can be discovered quickly and easily via search where we go to satisfy everyday ‘missions’
    Or that will be shared among our social graph or trusted sources
    A brand’s challenge today is how to break through our message shields
    And guess what—LEN the plumber ‘s bus ad is not going to do that
  • One vs many
    Power of the individual vs the power of the network
    The celebrity vs the forum
  • But we know influence happens most effectively when these things happen in concert
    Jimmy Fallon lip synch game—other examples?
    Social media gives word of mouth a power that rivals traditional earned media and paid media alone by empowering millions of advocates and detractors alike.
    This is our new world of earned media.
    WOM has always been the golden ticket of marcomm
    It’s now also the arrow straight through the message shield
    But most of us are doing it all wrong
  • Where is most time spent? We’re spending most of our time on the large number of casual fans on our owned platforms
    If you have an influencer program it’s more like traditional media approach– a set group of “influencers”
    Need to be more strategic and more surgical
    This should actually be at the heart of our strategy and you build a content, paid etc around that
    Community management for casual fans
    Social advocacy program for passionate fans
    Influencer relationship management for ultra-passionate fans and influencers
  • Ogilvy advocacy study deets
    first-of-a-kind study.
    We looked at almost 7 million social media mentions of 23 brands (and 8 feature films) spanning 4 countries.
    There’s a common perception that advocacy is viral, big and relies heavily upon big ad campaigns like the latest Old Spice campaign or Super Bowl ads.
    In our research, we found there’s a high volume of advocacy driven by everyday experiences such as being delighted by a great product feature, an exceptional service experience or a good deal.
    How do we drive passion in that second tier?
  • Satisfaction vs advocacy
    It’s like a little grinch heart
  • Brand focus on consumer satisfaction to the exclusion of advocacy. Figure out what drives advocacy for your brand.
    We looked at advocacy mentions of ads, benefits, features, costs and customer service. In all markets, features (e.g. the characteristics of skin cream) were the most often mentioned.
    In comparison, mentions of ads/commercials typically garnered the fewest mentions
    What’s difference about passion brands
  • Social listening: The importance of a conversation map of advocacy drivers based on keyword preference in high, medium and low advocacy conversation
  • Developing messaging and campaign strategies around advocacy insights
    Give them something to talk about
  • So how do you inspire wom among your most loyal highest influence fans or topic influencers?
  • Many orgs think of influencer programs as akin to traditional media relations: a stable of writers with a large readership they can call on when there’s a story they want out
    But that’s a misplaced approach
    You need to think of influencers in context: individuals whose influence is tied to expertise in a particular area
    Use them surgically, for very specific reasons and make it worth their while
    Not all client situations or goals are best met using influencers, so it is important to ask yourself –might not be the right solution to meet your client goal.
    Don’t just do it—what are the goals
    Do you have a new product, story or benefit that audiences will find interesting? A service or product, event you want feedback on?
  • When researching influencers, we look for those who have high influence and high relevance to our client.
  • Everything people can do via social media is some form of word of mouth. Whether sharing a link to a video, Tweeting out love for a brand, commenting on Facebook, posting on a blog, “liking” a page, +1-ing a search result – it’s all some form of word of mouth…
     
    What causes people to actually spread word of mouth?
     
    There are actually 7 consistent drivers of word of mouth. From telling a good story (that others want to tell) to inviting people to be creative or participate - these are the true predictors of whether a social media program will gain the attention and advocacy of people – whether it will literally “earn media”
    Do we have a good story?
    Can people SHOW their involvement in a visible way?
    Do we offer something new to talk about?
    Do we let our supporters be creative?
    Do we invite people to participate?
    Do we offer them some value?
    Do we remind people to spread the word?
  •  We use the metrics that the platforms give us but is that the best way?it is what clients care about? Should they care about them
    These are things marketers care about—we can collect them so we should report on them
     
    Are we actually measuring ROI are we measuring engagement—do businesses care about that?
     
    Everyone thinks that numbers are important as long as they’re big but is that really the case. Are we using the right model?
  • We increasingly get news and information via our Social Networks
  • Tapping into Social Inflience

    1. 1. Tapping into Social Influence MIMA Summit State of Change | October 2013 @leighgeorge Leigh George Vice President, Strategist | Social@Ogilvy
    2. 2. Why should I invest in influence? 2
    3. 3. Existing channel improvement is becoming slower and more difficult. More competitive. You have to invest more and more to see returns. 3
    4. 4. The gain potential of WOM is huge compared to other investments Consumers exposed to social content, by itself or in conjuction with other media, are up to 7x more likely to spend or consume more product. Word of mouth account for up to 80% of the reach of marketing campaigns and amplifies paid reach by up to 4x. Based on telecom co. experiments, social media program ROI exceeded that of traditional marketing. SOURCES: Does Investing in Social Media Create Business Value, Ogilvy 2011; Internal research from Purchased; Demystifying Social Media, McKinsey 2012 4
    5. 5. How does influence work?
    6. 6. We listen to our friends and families and ‘strangers with expertise’ The top trusted sources for recommendations are family and friends …and consumer opinions online 6
    7. 7. Search is where we go to research brands, products and services we are considering buying or using We use search to find what other people say about products Source: PowerReviews and the e-tailing group, “2010 social shopping study” 51% used search last month to find recommendations from other people 7
    8. 8. We increasingly get news and information via our social networks Nearly one-third of shoppers surveyed say social media introduced them to a brand or product they were previously unfamiliar with Or helped change their opinion of a brand during the buying decision process. Source: Digital & Social Media in the Purchase Decision Process, Advertising Research Foundation (ARF), January 2013 8
    9. 9. We take our social connections with us everywhere About one-third of mobile internet users in the US report using mobile as their primary web device Source: Pew Internet & American Life Project, May 2013; eMarketer US Social Network Users: Mid-2013 Forecast and Comparative Estimates, October 1, 2013 Six out of 10 US social networkers will log on to a social platform via mobile 9
    10. 10. Each of Us Has Our Own “Personal Message Shield” 10
    11. 11. Models of Influence The Influential Model 1 in 10 Influences the other 9 The Network Model This model says “the Influential” doesn’t matter and the network does… 11 Based on: Roper Starch, Duncan Watts
    12. 12. A Combined Model Works Best Combining influencers and how ideas and content spark sharing across networks gives us a single model to plan a scaled approach to influence. 12 Based on: Roper Starch, Duncan Watts
    13. 13. Advocacy Pyramid Framework Leverage influence and advocacy by creating customized programs based on network value and brand passion. 13
    14. 14. How do you build a passion brand?
    15. 15. Few Brands Drive True Passion Brands have an enormous social advocacy gap 15
    16. 16. Advocacy can occur anywhere; no category is too “boring” Hotels # 1, 3 Skincare # 2, 5, 6 Fashion Retailer Coffee # 7, 10 # 4, 9 16
    17. 17. To drive passionate advocacy, know and focus on your fans’ true advocacy (not satisfaction) inspirations 17
    18. 18. Identify and use your brand’s differentiated advocacy drivers 18
    19. 19. 19
    20. 20. Encourage and enable advocacy everywhere VIP Paid Passionate Casual To drive VOLUME, map out customer touchpoints and make it easy for advocacy to happen at any touchpoint. Owned Earned To increase PASSION levels, use a process that identifies and encourages passionate customers to share more. To amplify REACH, use owned, earned and paid channels. 20
    21. 21. How do you develop effective influencer programs?
    22. 22. VIP Passionate Casual 22
    23. 23. Balancing influence & Relevance 23
    24. 24. Seven Drivers of Word of Mouth 1 1 Do we have a good story? 2 2 Can people SHOW their involvement in a visible way? 3 3 Do we offer something new to talk about? 4 4 Do we let our supporters be creative? 5 5 Do we invite people to participate? 6 6 Do we offer them some value? 7 7 Do we remind people to spread the word? Adapted from Emanuel Rosen 24
    25. 25. Can your brand offer a value exchange? What does the Brand get? – Brand-relevant content – Product & service reviews – 3rd party advocacy – Insight from a community member/leader – Access to a social graph or specialist community – Stronger SEO presence What does the Influencer get? – More exposure, influence and reach from a brand platform – A chance to take part in something bigger – Unique and compelling content for them to share – Access to interesting people and experiences – Product or service values including trials 25
    26. 26. 26
    27. 27. What was the Dove value exchange? What did the Brand get? What did the Influencer get? 27
    28. 28. How do you measure influence?
    29. 29. Use a results-focused framework 29
    30. 30. Measure against business objectives Preference Impressions, Share of Relevant Voice Sentiment, Share of Positive Voice Survey-based Brand Positioning KPIs Reach and Positioning Survey-based Brand Preference Action Survey-based Sales/Behaviors Diagnostic Metrics Attributable Leads/Sales/Behaviors Number of New Fans/Likes Likes Per Post Link Shares Number of Wall Posts Link Click-throughs Video Views Media Uploads (videos, photos) 30
    31. 31. Move beyond the blunt metric of “sentiment” to tracking advocacy levels SENTIMENT ADVOCACY 31
    32. 32. Don’t forget • The gain potential of WOM is huge compared to other investments but you have to be smart • Identify and optimize advocacy drivers across the customer journey • Use influencers surgically and make sure you have value to offer in exchange • Measure based on your business goals not social metrics 32
    33. 33. Connect with me Leigh George, PhD Vice President Social@Ogilvy Email: leigh.george@ogilvy.com Twitter: @leighgeorge LinkedIn: linkedin.com/in/leighgeorge 33

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