1.
Influencers
Finding the fans that work for you
Privileged & Confidential | ©2012 Networked Insights

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.
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.
Top 50 Most Innovative Company
The Forrester Wave™: Enterprise
Listening Platforms, Q2 2012”
Venture-backed
Our Endorsers
Innovative, Ranked, Backed
Privileged & Confidential | ©2012 Networked Insights
4

5.
SOCIAL
INFLUENCERS
ANALYSIS
How to use the consumer
affinity graph to find them
Privileged & Confidential | ©2012 Networked Insights 5

6.
#fact
1 Everyone has heard of influencers
2 There are different interpretations of what
influencers mean
3 Identifying influencers is not where smart
marketers stop
Privileged & Confidential | ©2012 Networked Insights 6

7.
BREAK THE BLACK BOX…
Privileged & Confidential | ©2012 Networked Insights 7

8.
DEFINING AN INFLUENCER
Privileged & Confidential | ©2012 Networked Insights 8

9.
SPHERE OF INFLUENCE
Privileged & Confidential | ©2012 Networked Insights 9

10.
CREDIBILITY
Privileged & Confidential | ©2012 Networked Insights 10

11.
AMPLIFICATION
Privileged & Confidential | ©2012 Networked Insights 11

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.
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
influencer's reach? The content ripples increases passalong
(goes viral?) through the social space
organically - Results in earned impressions
Privileged & Confidential | ©2012 Networked Insights 13

14.
Case Studies
Leveraging the power of influencers
Privileged & Confidential | ©2012 Networked Insights 14

15.
Consumer tech: Influencing the Influencers
The Ask:
Rank the influencers identified by PR
agency partners. Strategic difference
Influentials versus Influencers
NI Approach:
An exercise of validation and discovery. Model
the reach, resonance and relevance of
preselected influencers and discover new
targets the PR agency may not have been able
to see. Define channel and content strategies.
The Result:
Prioritization of key influencers and new targets that will spread the gospel of a
new release.
Privileged & Confidential | ©2012 Networked Insights 15

16.
CPG: Amplifying the message
The Ask:
A major celebrity is contracted to three paid
tweets for a campaign; what now?
Strategic difference
Real-time Optimization
NI Approach:
Identify celebrity’s social ripple, and
understand the likelihood to interact
regarding the campaign)
The Result:
Earned conversations generating over 1MM
impressions for an in-store campaign
featuring a major celebrity
Privileged & Confidential | ©2012 Networked Insights 15

17.
Mobile Tech: Finding the right ambassador
The Ask:
Among a list of pre-identified targets, determine
which celebrity spokesperson would give the best
“bang for the buck”
Strategic difference
Celebrity ROI
NI Approach:
Balance cost of celebrity with their resonance
with everyday consumers in the social space
The Result:
Identification of a celebrity spokesperson
whose endorsement would resonate with
consumers and extend beyond traditional
TV reach
Privileged & Confidential | ©2012 Networked Insights 15

18.
Me
Us
Privileged & Confidential | ©2012 Networked Insights