The document discusses the evolution of digital influence, highlighting the importance of identifying influencers and the strategies for effective outreach. It emphasizes understanding topics, stakeholders, and online voices, while also providing dos and don'ts for digital influence programs. The content is aimed at enhancing digital communication strategies in an increasingly fragmented media landscape.

1. DIGITAL INFLUENCE.
COMMUNICATIONS NIRVANA?
HONG KONG | March 2013Charlie Pownall | CPC & Associates Ltd
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A ‘social’ election?

3. • Evolution of influence & influencers
• Identifying digital influencers
• Do's and don'ts of digital influencer
outreach
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What we’re going to cover

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Death of the blogger?

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New digital influence tools

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8. Source: Edelman
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Trust in institutions – Hong Kong

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Trust in media
Source: Edelman

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Trust in industry – China
Source: Edelman

11. • Snacking and re-packaging
• Always-on and on-the-go
• Lifestyle and niche interests
• Shared across multiple networks
• Mixing personal & professional
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Digital ‘influencer’ habits today

12. Fluctuating
Ill-defined
Fragmented
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Digital influence is…

13. • Awareness
• Consideration
• Sales
• Loyalty
• Reputation
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What are you trying to do?

14. #1
Define Topic
#2
Identify
Stakeholders
#3
Identify
Channels
#4
Identify
Online
Voices
#5
Understand
linkages
#6
Assess
& Map
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How to identify digital infuencers

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Source: Greenpeace

16. Source: Salter Baxter
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#1 Understand topic

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Source: Salter Baxter
#2 Understand stakeholders

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Source: Salter Baxter
#3 Identify channels

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Source: Salter Baxter
#4 Identify active voices

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Source: Salter Baxter
#5 Understand linkages

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Source: Altimeter Group
#6 Assess and map influence

22. Source: Ericsson
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Roundtables

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Access

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Seeding

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Giveaways

26. • Be clear about your objectives
• Ensure relevance
• Think laterally
• Treat as individuals
• Build long-term relationships
• Take feedback seriously
• Be careful who owns the relationship
• Regularly update influencer lists
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Some digital influence program do’s

27. • Be fixated by numbers or sphere of influence
• Confuse influence with potential to influence
• Expect coverage or advocacy
• Buy influence
• Assume there are top tier digital influencers
• Forget ‘traditional’ influencers
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And don’ts

28. QUESTIONS?
COMMENTS?

29. THANK YOU
CPC & Associates
3/F Nam Wo Hong Building
148 Wing Lok Street
Hong Kong
cp@charliepownall.com
+852 6013 6201
charliepownall.com
@cpownall
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