Social influencer relationship management

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An approach to working with Influencers in the social media space - the big guys as well as the small guys

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  • The revolution starts with speaking, reaching the least audience
  • Then writing, reaching more audience
  • And even broader audience with the printing press and moveable type
  • And now, anyone (like the highlighted person) can be reach huge amount of audience easily with the help of social networks
  • 85% of people online used search to find a product. 51% used search to find someone’s recommendation of that product. BTW - 25% of the search results for the top 100 brands include consumer generated media – social media
  • Social networks surpassed search – Google – as the most visited domain in many countries including the UK. We spend more and more time on social networks…even above searchPeople spent over 700 billion minutes on Facebook last month.
  • There are many models for how influence works. These are the three that have most influenced our work and driven us to develop a new model that explains how socila media effectively drives people to share, participate and recommend.
  • We have worked with the prevailing models of influence and developed our own approach that integrates the best of real behavior across social media
  • Ethics – pull 3 or 4 items from the ethics – the most important things. Link to the resources. Add our FTC guidelines – as simply our POVTwo slides – blogger outreach code of ethics and what’s next – FTC consumer protection are inventable. We can proactive abide by these regardless of the market. Introduce this as a discussion point.Whiteboard Session – 10 minute whiteboard session ‘what do you to engage influencers’
  • Social influencer relationship management

    1. 1.
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    7. 7.
    8. 8. The miracle of social networking<br />
    9. 9. Source: Global Web Index 2009<br />Used search last month to find product <br />Used search last month to find recommendation<br />
    10. 10. We spend more and more time on social networks…even above search<br />11.88%<br />11.33%<br />Monthly market share in ‘All Categories’, mesured by visits, based on UK usage. Created © Copyright 2010 Hitwise Pty. Ltd.<br />Source:Experian Hitwize UK<br />
    11. 11. The Intermediaries are no longer the linchpins<br />
    12. 12. Everyone is an Influencer<br />
    13. 13. Content is what?<br />
    14. 14. It’s not about communication anymore<br />
    15. 15. Branded communities will be the norm and the most effective ways of creating influence<br />
    16. 16. Outsourcing INFLUENCE CREATION will be the norm<br />
    17. 17. INFLUENCE WILL BE CO-CREATED<br />
    18. 18. Who is A social influencer?<br />WHO IS AN INFLUENCER?<br />
    19. 19. Takes more time, needs more patience<br />
    20. 20. Lots of small guys make for a big impact<br />
    21. 21. Different Models of Network Science<br />“The Influential”<br />1 in 10 influences the other 9<br />2. Clusters<br />Information often stays within affinity clusters<br />3. Network Model<br />This model says “the Influential” doesn’t matter and the network does…<br />Based on: Roper Starch, Nina Mishra/Microsoft, Duncan Watts<br />
    22. 22. Our Influencer Network Model<br />4. Influencer Network Model<br />Combining Influencers and how ideas and content move across clusters and spark sharing across big networks gives us a single model to plan social media that scales<br />
    23. 23. Working with the small guy<br />Best practices<br />
    24. 24. Packages promotion<br />My top holiday picks<br />Which hotel?<br />Room with an iPad<br />ICCity Secrets.com<br />Tactical / Objective driven programs<br />Rapid Response<br />The IC CityQuiz<br />Travelers Tales<br />Room for Travel!<br />Reporting. Widgets, campaign<br />Engagement Guidelines<br />Tools<br />Community Manager<br />Conversation Calendar<br />Content<br />Information<br />Engagement<br />Tools and appls<br />Conversations<br />Platforms<br />Which services are most important to customers? <br />What/who are the top influencers?<br />Online brand health check and comparisons with competitors?<br />How do people choose their holidays/ hotels/destinations?<br />Listen and understand<br />
    25. 25. Listening is an art, not a science – has anyone heard that one before<br />
    26. 26.
    27. 27.
    28. 28. Size matters but…<br />
    29. 29.
    30. 30.
    31. 31. Conversation Calendar<br />Contributions from IBM and Ogilvy<br />Conversation Planning<br />Engagement and Posting<br />Six-Month Calendar<br /><ul><li>2X yearly calendar mash up, priorities alignment session
    32. 32. Highlights major campaigns and initiatives </li></ul>Monthly Calendar<br /><ul><li>Content submitted and gathered by Conversation Managers two weeks prior to 1st of the month
    33. 33. Highlights day by day messaging focus</li></ul>Weekly Calendar<br /><ul><li>Created in two week cycles with input from all contributors on message and priority pull through
    34. 34. Daily road map for publication on Facebook</li></ul>Monitoring<br /><ul><li>Three times daily monitoring during the week
    35. 35. The team will approve and post according to Facebook guidelines and remove inflammatory comments when appropriate</li></ul>Posting Content<br /><ul><li> Conversation Managers uses content from Weekly Calendar to create posts according to planned schedule
    36. 36. Real time content may be posted by conversation managers upon approval from Castrol team. </li></ul>Engagement<br /><ul><li> Basic Query: Conversation Manager posts custom responses based on pre-approved messaging points
    37. 37. Complex Query: Submitted to Contributors for further clarification, Conversation Manager posts follow up
    38. 38. Crisis Issue: Potential crisis situation flagged for Ogilvy DI + Castrol corp. comm. team. Response handled by most appropriate Castrol employee or Conversation Manager.</li></ul>Productupdates<br />Offers<br />Industry news<br />Functional<br />Tech tips<br />Career tips<br />Buying Guides<br />Community Manager<br />Ogilvy 360 DI <br />User Generated content ideas<br />Feedback and learning from conversations<br />
    39. 39. Nurturing<br />
    40. 40. They swing both ways!<br />
    41. 41. +21<br />Low Relevance,<br />High Influence<br />High Relevance, High Influence<br />INFLUENCE<br />Low Relevance, Low Influence<br />High Relevance, Low Influence<br />+13<br />0<br />Relevance<br />Social IRM<br />Our Approach to Influencer Mapping<br />
    42. 42. +21<br />Low Relevance,<br />High Influence<br />High Relevance, High Influence<br />INFLUENCE<br />High Relevance, Low Influence<br />Low Relevance, Low Influence<br />+13<br />0<br />Relevance<br />Social IRM<br />Our Approach to Influencer Mapping<br />
    43. 43. AUTHENTIC<br />WOM<br />
    44. 44. Good time to be an Influencer in some area<br />
    45. 45. Social IRM<br />Outreach Code of Ethics<br />https://socialatogilvy-360di.pbworks.com/blogger-outreach-code-of-ethics.pdf<br />
    46. 46. Is PR not the obvious answer?<br />

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