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Influencers - Finding the Fans that Work for You


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Within this presentation you will see not only how Networked Insights uses the consumer’s affinity graph to identify influencers, but examples of how Networked Insights' clients have used that data to activate with content marketing, PR, external relations, and in-store sales strategies.

Key Takeaways:

· Acknowledging the various methodologies behind identifying “influencers” and their challenges

· Discussing the values that are core to what is considered an influencer

· The 4 considerations crucial to building a sequenced influencer model for clients

· Dissecting the complex anatomy of a Twitter influencer, and why you need more data than just Klout scores

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Influencers - Finding the Fans that Work for You

  1. 1. InfluencersFinding the fans that work for you Privileged & Confidential | ©2012 Networked Insights
  2. 2. A little about me…Preeti Nadgar Strategic Account Director, Networked Insights I heart CPG & Retail Marketing Curious Communications Planner by Day Naperville Mom by Night I Speak Seven Languages Privileged & Confidential | ©2012 Networked Insights 2
  3. 3. The SocialSense Platform A Marketing Decision Platform To Optimize Your Marketing Strategy Dashboard Analytics Professional Services Sync Suite Privileged & Confidential | ©2012 Networked Insights 3
  4. 4. Top 50 Most Innovative CompanyThe Forrester Wave™: EnterpriseListening Platforms, Q2 2012”Venture-backed Our Endorsers Innovative, Ranked, Backed Privileged & Confidential | ©2012 Networked Insights 4
  5. 5. SOCIAL INFLUENCERS ANALYSIS How to use the consumer affinity graph to find themPrivileged & Confidential | ©2012 Networked Insights 5
  6. 6. #fact1 Everyone has heard of influencers2 There are different interpretations of what influencers mean3 Identifying influencers is not where smart marketers stop Privileged & Confidential | ©2012 Networked Insights 6
  7. 7. BREAK THE BLACK BOX… Privileged & Confidential | ©2012 Networked Insights 7
  8. 8. DEFINING AN INFLUENCER Privileged & Confidential | ©2012 Networked Insights 8
  9. 9. SPHERE OF INFLUENCE Privileged & Confidential | ©2012 Networked Insights 9
  10. 10. CREDIBILITY Privileged & Confidential | ©2012 Networked Insights 10
  11. 11. AMPLIFICATION Privileged & Confidential | ©2012 Networked Insights 11
  12. 12. Building a Model for Influencers 1 Reach Size and scale of 2 Resonance Shared content 3 Relevance Consumer identified audience expertise areas VALUE: Influence VALUE: Amplification VALUE: Credibility Privileged & Confidential | ©2012 Networked Insights 12
  13. 13. Anatomy of a Twitter influencer 1 Reach: Size and scale of fan audience. Driving awareness for content and brand with social fan following 2 Relevance: Importance and thought leadership in the consumer tech space. Content based segmentation implies that fans are listening and consuming content when it is relevant to them 3 Resonance: Retweets, . comments and shares of influencer’s posts. Content 4 Ripple: Secondary reach - are those sharing via modified tweets, engaging with the content increasing the retweets and shares influencers reach? The content ripples increases passalong (goes viral?) through the social space organically - Results in earned impressions Privileged & Confidential | ©2012 Networked Insights 13
  14. 14. Case StudiesLeveraging the power of influencers Privileged & Confidential | ©2012 Networked Insights 14
  15. 15. Consumer tech: Influencing the InfluencersThe Ask:Rank the influencers identified by PRagency partners. Strategic difference Influentials versus InfluencersNI Approach:An exercise of validation and discovery. Modelthe reach, resonance and relevance ofpreselected influencers and discover newtargets the PR agency may not have been ableto see. Define channel and content strategies.The Result:Prioritization of key influencers and new targets that will spread the gospel of anew release. Privileged & Confidential | ©2012 Networked Insights 15
  16. 16. CPG: Amplifying the messageThe Ask:A major celebrity is contracted to three paidtweets for a campaign; what now? Strategic difference Real-time OptimizationNI Approach:Identify celebrity’s social ripple, andunderstand the likelihood to interactregarding the campaign)The Result:Earned conversations generating over 1MMimpressions for an in-store campaignfeaturing a major celebrity Privileged & Confidential | ©2012 Networked Insights 15
  17. 17. Mobile Tech: Finding the right ambassadorThe Ask:Among a list of pre-identified targets, determinewhich celebrity spokesperson would give the best“bang for the buck” Strategic difference Celebrity ROINI Approach:Balance cost of celebrity with their resonancewith everyday consumers in the social spaceThe Result:Identification of a celebrity spokespersonwhose endorsement would resonate withconsumers and extend beyond traditionalTV reach Privileged & Confidential | ©2012 Networked Insights 15
  18. 18. MeUs Privileged & Confidential | ©2012 Networked Insights