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Who "likes" ya, baby? Social influencers for corporate reputation, presented by Devon Eyer

Devon Eyer's presentation at the 2013 Social Media Summit emphasizes the importance of understanding and engaging with social influencers to manage corporate reputation. Key strategies include actively listening to conversations, building meaningful relationships, and recognizing the long-term commitment required to cultivate advocacy. Companies should leverage data to identify influencers and ensure their content generates high engagement.

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Social Media Strategy• Marketing Strategy• Social Media Engagement•
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SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Who “likes” ya, baby? Social influencers for corporate reputation DEVON EYER JOHNSON & JOHNSON DECEMBER 9–11, 2013
WHO “LIKES” YA, BABY? SOCIALINFLUENCERSFORCORPORATEREPUTATION Devon Eyer Director, Corporate Social Media Johnson & Johnson @DevonEyer @JNJNews
Who owns your brand online? • Who’s behind the avatars? • Who writes the rules about what they can and can’t say? • Where do they get their information? • What if what they’re saying isn’t nice or isn’t true? • Can I stop them? • How do I participate and change the conversation?
Participation in three parts * Listen (responsibly) to what’s being said about you and the things you care about * Show up … and bring something to the party * Make -- and keep -- friends and fans (bonus advice: keep an eye on your enemies too)
MAKING FRIENDS AND INFLUENCING PEOPLE PART 1 How do I find my influencers?
* Social voice is a basic right – credibility must be earned * Opportunity can knock softly; influence does not always roar * Get data. And pay attention to it * Start with your fans. You already know who they are So many bloggers … so little time
MAKING FRIENDS AND INFLUENCING PEOPLE PART 2 How do I turn influencers into advocates?
* This is NOT a short-term strategy * The truth is out there. Just ask! * Credible, passionate advocacy can’t be bought * However … influence has value and blogging is a business * Use real people to build real relationships Building advocacy
MAKING FRIENDS AND INFLUENCING PEOPLE THE SUMMARY What did she just say?
* Have a great social footprint with compelling content and high engagement. Then recognize that it’s not enough * Let the data lead you to the people who are driving the conversation about your company and causes * If you’re in, you’re in for the long haul. Be committed or don’t do it * Show up. Be real. Build relationships Your takeaways
Any questions? Devon Eyer Director, Corporate Social Media Johnson & Johnson @DevonEyer About.me/DevonEyer www.jnj.com @JNJNews @JNJCares Facebook.com/jnj www.blogjnj.com
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS