The document discusses the importance of a social influence program for social businesses. It explains that such a program can cost-effectively deliver scale and increase credibility, engagement, reach, and action while mitigating risk. It outlines the key principles of influence programs, including that influencers exist inside and outside an organization, there are different types of influencers that can help reach different goals, and influence is relative rather than just popularity. It also stresses the importance of human analysis over just tools and scores.
A recent presentation for the AdFed Columbus. You can't template a social media program, you have to take the time to understand and analyze everything going on around you. Best of luck!
A recent presentation for the AdFed Columbus. You can't template a social media program, you have to take the time to understand and analyze everything going on around you. Best of luck!
Wizard of Social Media Webinar for Meta-morph-osis Virtual Business Solutions.
Danielle Willis
(773)243-9917
info@meta-morph-osis.com
www.facebook.com/metamorphosisvbs
@dtransformed1
Social Media for Beginners and Advanced Social Media, Integrated Marketing Su...Integrate
Allie Herzog walks conference attendees through Social Media 101 introductory information and through more advanced material including..
-best practices in social media
-strategic content creation
-tools the experts use
-an organizational audit
-how to calculate ROI
-how to not let social media bog you down
Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
Presented at the August 21 2012 Business Marketing Association's Southern California Chapter meeting. The world is changing - becoming more social, even in traditionally conservative B2B. B2B marketing is maturing, with social leading to more measurable successes. But taking b2b social media marketing to the next level is easier than you might think. This presentation hopes to help you:
-- Understand how to better align social media marketing with key strategic initiatives
-- Learn how to focus on the social metrics that matter
-- See applicable examples of real b2b social media marketing benefits
These views are my own and do not represent those of my employer.
Integrated Communications and The Dawn of Agile Engagement Malcolm Atherton
Static is not an option any longer for communicators, neither is having silo'd pr and marketing groups.
Organizations will benefit from having PR and marketing and digital and anyone else in communications/external work together to understand audiences, strategize as one, and ultimately use owned media to attain earned media (and earned media to drive creation of owned media).
Jessie Paul on Frugal Marketing at INC GrowCoPaul Writer
Presented by Jessie Paul at INC India's GrowCo Summit in Bangalore on July 30, 2011.
Structured approach to building a frugal brand plan spanning legacy and new media.
Social Media effect on today's enterprise, What are Social Brands and Social Enterprises, and the difference between them.
How should leaders consider integration of Social Media in the organization, and much more..
Contact raz@kinshipdigital.com for presentation notes.
Public Relations, Publicity and Corporate Advertising explained through examplesManeesh Garg
Based on chapter 17 - "Public relations, publicity and corporate advertising" of book "Advertising and Promotion" published by Tata Mc Graw Hill.
To get a copy of this presentation, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
We are a social media talent and influencer management agency that connects leading influencers with brands and creates campaigns to spread the word to target the right audience.
Campus Plus is the new venture from Good Rebels. It is a collaborative workspace that has been tested in Brighton and Barcelona. Now ready to launch around the globe.
On Monday 23rd November, Bloom hosted a session at their offices to launch Brighton's new collaborative workspace, St,. Martin's Campus. We also discussed about the collaborative workspace and the "Brighton Way" of doing things.
Wizard of Social Media Webinar for Meta-morph-osis Virtual Business Solutions.
Danielle Willis
(773)243-9917
info@meta-morph-osis.com
www.facebook.com/metamorphosisvbs
@dtransformed1
Social Media for Beginners and Advanced Social Media, Integrated Marketing Su...Integrate
Allie Herzog walks conference attendees through Social Media 101 introductory information and through more advanced material including..
-best practices in social media
-strategic content creation
-tools the experts use
-an organizational audit
-how to calculate ROI
-how to not let social media bog you down
Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
Presented at the August 21 2012 Business Marketing Association's Southern California Chapter meeting. The world is changing - becoming more social, even in traditionally conservative B2B. B2B marketing is maturing, with social leading to more measurable successes. But taking b2b social media marketing to the next level is easier than you might think. This presentation hopes to help you:
-- Understand how to better align social media marketing with key strategic initiatives
-- Learn how to focus on the social metrics that matter
-- See applicable examples of real b2b social media marketing benefits
These views are my own and do not represent those of my employer.
Integrated Communications and The Dawn of Agile Engagement Malcolm Atherton
Static is not an option any longer for communicators, neither is having silo'd pr and marketing groups.
Organizations will benefit from having PR and marketing and digital and anyone else in communications/external work together to understand audiences, strategize as one, and ultimately use owned media to attain earned media (and earned media to drive creation of owned media).
Jessie Paul on Frugal Marketing at INC GrowCoPaul Writer
Presented by Jessie Paul at INC India's GrowCo Summit in Bangalore on July 30, 2011.
Structured approach to building a frugal brand plan spanning legacy and new media.
Social Media effect on today's enterprise, What are Social Brands and Social Enterprises, and the difference between them.
How should leaders consider integration of Social Media in the organization, and much more..
Contact raz@kinshipdigital.com for presentation notes.
Public Relations, Publicity and Corporate Advertising explained through examplesManeesh Garg
Based on chapter 17 - "Public relations, publicity and corporate advertising" of book "Advertising and Promotion" published by Tata Mc Graw Hill.
To get a copy of this presentation, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
We are a social media talent and influencer management agency that connects leading influencers with brands and creates campaigns to spread the word to target the right audience.
Campus Plus is the new venture from Good Rebels. It is a collaborative workspace that has been tested in Brighton and Barcelona. Now ready to launch around the globe.
On Monday 23rd November, Bloom hosted a session at their offices to launch Brighton's new collaborative workspace, St,. Martin's Campus. We also discussed about the collaborative workspace and the "Brighton Way" of doing things.
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John Murphy's Figaro Digital slide share.
Are you listening? What social listening tools can do for you
Social listening can provide all sorts of answers and inform many departments. There are many listening tools available which can answer most client questions about their audience’s online engagement. John will explain why you need them, what they do and how BLOOM makes sense of these learnings. Find out how you can use this insight to develop your overall business strategy
2. “Social influence is a
trusted online voice
that can inspire
others to action”
WWW.BLOOMSOCIALBUSINESS.COM
3. Why a social influence programme is
important for social business
An influence programme cost-effectively delivers
social business scale
Increases
Extends Deepens Provides an
credibility & Illicits action Mitigates risk
reach engagement infrastructure
authority
WWW.BLOOMSOCIALBUSINESS.COM
4. BLOOM’s influence programme principals
Influencers exist inside your organisation as well as outside
There are different types of influencer
Different types of influencer can help you reach different goals
Influence is relative – it’s not all about popularity
Tools and scores have their uses, but human analysis really matters
WWW.BLOOMSOCIALBUSINESS.COM
6. There are different types of influencer
AMPLIFIERS AUTHORITIES
ADVOCATES ASSETS
WWW.BLOOMSOCIALBUSINESS.COM
7. There are different types of influencer
High popularity
Extensive reach
Connected
AMPLIFIERS High impact
For example…
Brand awareness
Word of mouth
Brand lift
WWW.BLOOMSOCIALBUSINESS.COM
8. There are different types of influencer
Specialists
Personal
experience
Respected in
their field
Topical
AUTHORITIES relevance
For example…
Inspiring action (signups/referrals)
Driving sales
Sentiment shift
WWW.BLOOMSOCIALBUSINESS.COM
9. There are different types of influencer
Brand
champions
Ambassadors
Regularly
promote and
recommend
Impacts brand
ADVOCATES reputation
For example…
Brand advocacy
Community development
Endorsements
WWW.BLOOMSOCIALBUSINESS.COM
10. There are different types of influencer
People you want
to influence
directly Potential leads
Niche interests
Key decision
ASSETS makers
For example…
Lead generation
Sales/referrals
Demonstrating thought leadership
WWW.BLOOMSOCIALBUSINESS.COM
11. Different types of influencer can help you reach different goals
Influencer type
Intended outcome examples
AMPLIFIER AUTHORITY ADVOCATE ASSET
Brand awareness
Word of mouth
Advocacy
Sales
Sentiment shift
Community development
Thought leadership
Signups
Brand lift
Endorsements
WWW.BLOOMSOCIALBUSINESS.COM
12. Influence is relative – it’s not all about popularity
AMPLIFIERS
ADVOCATES
POPULARITY
BRAND
RELEVANCE
WWW.BLOOMSOCIALBUSINESS.COM
13. Tools and scores have their uses, but human analysis really matters
What
topics
does
this
person
talk
Brand
about?
sen<ment?
Relevance
score?
Internal?
External?
Scoring
across
relevant
pla9orms
= Human analysts
= Tools
BLOOM
INFLUENCER
CATEGORISATION
AND
SCORING
METHODOLOGY
WWW.BLOOMSOCIALBUSINESS.COM
14. Social influence programme workstreams
Understand Specify Identify Score Map
Manage Plan Engage
Perform Measure
WWW.BLOOMSOCIALBUSINESS.COM
15. An iterative process
Specify
Measure Identify
Engage Score
Plan Map
WWW.BLOOMSOCIALBUSINESS.COM
16. Understand social influence
DEFINITION
SPECIFY Use a combination of quantitative and qualitative
metrics (tools and analysts) to identify, measure and
map most relevant online influencers
IDENTIFY
PURPOSE
Connecting with social influencers both external and
internal to your organisation is an essential and
scalable way to meet your social business goals
SCORE
OUTPUT
Influencer map (data visualisation)
MAP Full data set inc. links and scores (spreadsheet)
WWW.BLOOMSOCIALBUSINESS.COM
17. Manage social influence
DEFINITION
Develop a strategy and toolkit to manage ongoing or
campaign-based engagement with your identified
influencers
PLAN
PURPOSE
Influencer engagement must be carefully managed
and guided by strategic objectives to ensure both
relevancy of approach and efficiency of process
ENGAGE
OUTPUT
Influencer engagement strategy (written)
Influencer engagement toolkit (toolkit)
WWW.BLOOMSOCIALBUSINESS.COM
18. Perform with social influence
DEFINITION
Identify your measures of success (aligned to your
intended outcomes), establish benchmarks and
regularly analyse progress against goals
PURPOSE
A robust measurement framework will allow you to
MEASURE assess whether your influence programme reached
the ultimate goal of influencing consumer (external/
internal) behaviour
OUTPUT
Measurement framework (written)
Regular reporting (written or automated)
WWW.BLOOMSOCIALBUSINESS.COM
19. Find out more about how BLOOM can devise and
then implement a structured social influence
programme to deliver strategic business outcomes.
Jay Cooper, Managing Director
jay@bloomworldwide.com
07712 836 028
01273 862 341
www.bloomsocialbusiness.com
WWW.BLOOMSOCIALBUSINESS.COM