#GorkanaSocial panel event: Azeem Azhar, PeerIndex
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Azeem Azhar's slides from the Gorkana "Social Currency: Building Brand Advocacy" event on 17 April 2013.
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#GorkanaSocial panel event: Azeem Azhar, PeerIndex
- 1. Share Building social advocacy through insight Azeem Azhar, London April 2013 @azeem / @peerindex http://partners.peerindex.com/
- 2. Share Social media is growing up s fie nti ates Ide oc v Phase 3: ad Advocacy s ow e Superstar Gr ienc d au Phase 2: “Have followers, want advocacy!” Phase 1: “No presence, want followers!” today t
- 3. Share You have managed to build up significant audiences 6.2M followers 755K followers 130K followers 93K followers
- 5. The next step is to “find the gold” and develop advocacy to generate social media ROI Share
- 6. Share Luckily, abundant social data makes this possible All people Identify and activate Your influencers brand’s Find gold in followers your existing community Your brand Find new customers followers’ look- and advocates you alikes didn’t know about
- 7. It’s about influence in all its layers (not about a single score) Topics Context Location Activity Share
- 8. Share It’s also not about celebrity 92% of consumers TRUST earned media, above all other forms of advertising SOURCE: Nielsen’s Global Trust in Advertising Survey
- 9. Share ...or simple follower counts Lemmings, moony wedding?, pyramid, buy followers, topical auth,
- 10. After identifying your influencers you need to activate them Share
- 11. AUTOMOTIVE PAN-EUROPEAN CASE STUDY PERK Objective Work with Blue Hive to deliver awareness campaign six months prior to launch Approach Position as a well designed, technical innovation for modern family Execution 1.Identified 25,000+ influencers matching B-MAX brand footprint across Europe 2.Activated > 750 influencers with Ford B-Max content 3.Tracked discussion, content generation and message 100+ 4,200 14M spread blog influencers people mentions engaged reached Share
- 12. ENTERTAINMENT NATIONAL PERK CASE STUDY Objective Build awareness & drive sign-ups for Tesco owned movie- on-demand service blinkbox Approach Target movie influencers to generate word-of-mouth referrals Execution 1.Identified 800 influencers matching Blinkbox brand footprint 2.Activated 250 to receive 10 movie rentals free of charge (£35 value) 3.Tracked discussion, content generation and message 6.3% 800 435K spread which drove positive sentiment and acquisition engagement Influencers earned rate engaged media imps Share
- 13. Share Keep in touch: Azeem Azhar @azeem / @peerindex http://partners.peerindex.com/
Editor's Notes
- Brands have managed to build significant audiences in the past few years. However, in gold-digging terms, you can liken all the Likes and Followers that brands have been mining for (successfully – point out numbers on slide) to the earth you shovel to get to the precious nuggets.