This is a presentation that I gave at a Digital Marketing conference in Nov 2010 while a consultant for Doremus (part of Omnicom Group). It has been almost two years and a lot of points are still applicable, and the industry still has a long way to go...

1. Building Digital Influence
1

2. The Internet is the most transformational technology
since…
THE TABLE

3. Lots of:
Tables
Conversations
Noise
What are people listening to?

4. Consumers trust Word-Of-Mouth more than
BRANDS and ADVERTISING
a
Medi
Social
edia
g ital m
Old di
Source: Asia Pacific Digital Marketing Yearbook 2009, CHINA (excluding HK)

5. Growth of WOM leading marketers to rethink MEDIA
Digital Digital
Advertising Influence
Buy Earn
$ Spent on Media $ Spent on Content & Assets
Campaigns Steady Engagement
Exposure Endorsement
Brand Awareness Brand Equity
5

6. 3 Rings of Influence Building
2. Identify and
engage
influencers
1. Improve
Brand
Experience
3. Activate
influencers to
reach a larger
audience
6

7. 1 Want better marketing?
Keep Improving your product
Let customers know you care
7

8. Use digital media to improve your brand
1. Listen & monitor
2. Ask for feedback. Reward & recognize.
3. Action & PR
8

9. 9
http://mystarbucksidea.force.com/

10. Ideas
implemented
Influencers
identified!
10

11. 11

12. FAQ
“What if people say something bad?”
People will discuss your products whether you are there
or not. It’s better to be there with a strategy to deal
with negative feedback effectively and constructively.
“When should I start?”
Don’t jump in until you have enough resources to have a
two-way conversation with your customers.
Additional social resources will cost money but it pays off
in reputation, innovation and customer satisfaction.
12

13. 2 Identify your influencers
Find the 20% who contribute to 80% of your business,
and make them your brand advocates
13

14. Who are influencers?
Malcolm Gladwell
The Tipping Point ( 引爆點 )
Connectors Mavens Salesmen
14

15. Connectors – network
Socialable
Large number of “loose ties”
Ability to span different worlds
Key online characteristic:
Large number of friends and followers
Variety of interests
15

16. Mavens – knowledge and sharing
Researcher / information gatherer
Ask questions
Trend-setter / early adopter
Like to share
Key online characteristic:
Share often and early
Ask for and share interesting and useful info
16

17. Salesmen – persuasive
Credible & Charismatic
People agree with them
Motivate people to action
Key online characteristic:
Receive more “Likes” and positive ratings
Content Re-Shared (Re-tweet)
17

18. Where you find these 3 types of influencers
Customer database
Employees
Industry, Partner and Affiliate Sites
Online communities
18

19. 3 Activate your influencers
19

20. Tools Catalysts
“Sticky message”
Social sharing
Exclusive offer or content
Referral marketing system
Recognition
Conversion platform
Financial incentives
20

21. 人人喜欢 / Facebook 讚好 Basic Example
21

22. Social sharing tools
Groupon.cn
Example
Exclusive offer to
members
Referral marketing
system
+
Financial incentive
Conversion platform
22

23. FAQ
What kind of results can I expect from influencer
activation?
Studies have shown that influencer referrals have much
higher (4-6 times) click-through rates and conversion
rates. This is normal as people pay more attention to
what their friends recommend than average.
“Do I need to offer money to activate influencers?”
Status & recognition take time to build but they are often
more powerful motivators than small sums of money.
However, financial incentives have shown to deliver more
immediate short-term results.
23

24. Summary of Influence Building
Improve the
Experience
Target the Few
Ask for Referral
and Reward
24

25. Finally, remember you are at a table
Listen & engage
Be genuine
Be positive
Add value to the
conversation
25

26. Andy Chang
andy.chang@doremus.com.hk
+852 9283 9222
26