The document discusses the significance of influencers in social media and marketing, emphasizing that a small, passionate group can have a disproportionate impact on brand perceptions and consumer behavior. It highlights various types of influencers and their motivations, as well as the importance of engaging authentically with these individuals to maximize brand growth and value. Statistical trends in media and marketing further illustrate the shift towards word-of-mouth and influencer marketing as key growth areas.

1. Engaging InfluencersNovember 24, 2009Sean Moffitt @SeanMoffittPresident & Chief Evangelist, Agent WildfireOct 22, 2009

2. Speaking of Influencers….It’s Movember time – join my teamhttp://bit.ly/3MIf4x

3. We find and work with Influencers

4. 40 industry/social media experts

5. 100 brand communities/ initiatives

6. Ongoing…Some of these people are not like the others….

7. Huh?….

8. If anything the social web has demonstrated the importance of influencers….

9. The open web has exposed our social graph….

10. Influence is distributed unevenly in life, social media ….and in this room

11. The social web works based on a small passionate group providing benefit to the masses

12. Me in 1992Me in 20091501855X 12X 170150X 1220008000X 500X 7250001700X 170X 1202.8 MillionPeopleStrength1800PeopleStrength

13. For less than 15% of your audience this is actually true:“I don't know how to put this but I'm kind of a big deal. People know me. I'm very important.”

14. Should we really be surprised that some people/customers are more influential than others?

15. Only 25% of people in the world are supertasters….

16. Only 5% of people in the world have absolute pitch….

17. Only 3% of people are tetrochromats….

18. Less than 1% of people have photographic memory….

19. Only 10% of golfers can break 90, 1% break 80 and 1.25 × 10-10 play like Tiger

21. And shouldn’t we want to account for them as being more valuable?

22. Let’s consider another industry

23. Salary Multiple Over Ave. IncomeTop 100 Players NHL - $6.2 Million 177.1xNext 900 Players NHL - $1.5 Million 42.9xNext 1,000 Players AHL - $75,000 2.1x

24. Now the InfluencersExpensePer Capita Multiple OverJoe TVTop 25 Journalists $50k $2,000 22222x Top1000 Influencers $xxk ???? ??? An Acquisition $50k $10.00 111.1xTV Viewer $50k $ 0.09 1x

25. The Law of The Few: “The answer is that the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.” Malcolm Gladwell, The Tipping Point

26. Should we care? Why do we care?

27. Let’s talk about the elephant in the room…

29. Fundamental changes are occurring in – the environment we build brands……Shifts in mediaShifts in technologyShifts in demographicsShifts in customer needsShifts in business models

30. To sum up…

31. Brand Prerogative – Engaged Brands Grow, Closed Brands Don’tEngaged brand value +18%Non-engaged brand value -6%Source: Interbrand 2009 Best Global Brand s report

32. Who are we turning too…

33. We’re turning the marketing model upside down

34. The Fastest Growing Marketing/Media SegmentsExpected 5 year Compound Annual Growth RateWord of Mouth 27%Internet/Mobile 14%Branded Entertainment 13%Custom Publishing 11%Out of Home 10%Source: VeronisSuhler Stevenson

35. What forms of new media/marketing will experience the biggest growth in the next few years (out of 22 types)?Social media marketing 37%Social network marketing 35%Mobile marketing 34%User-generated Content 31%Influencer marketing 28%Source: Agent Wildfire Buzz Report 2009

38. Why are they so damn valuable?

39. Brand Advocacy - as a marketer, Influencers are your “people market” multipliersBrand Buzz- as a media person, Influencers are a grassroots complement and amplifier Brand Perception – as a PR person, Influencers are game changing allies Brand Content – as an agency or innvoator, Influencers are creative partners and crowdsourced sources of solutions and ideasBrand Insight - as a researcher or innovator, Influencers are a savvy alchemy of wisdom and feedbackBrand Support- As an organization, Influencers, when dealt with appropriately, are extraordinarily effective and valuable brand ambassadors and cust. service agents

40. RECSFour sources of Influencer powerxxxReachExposureCredibilitySuasion

41. Who are they?

42. Not Everyone Participates Equally

43. The Influencers – Word of Mouth Powerbrokers

44. Six Types of Influencers

45. “The Message Creators” – 1.1% of the population- Creators, The Vanguard, Prosumers, Innovators, Activists, Trailblazers, The Edge, Mavericks“The Message Radar” – 0.7% of the population- Conversations Starters, Alphas, Coolhunters, In-the-know, Early Adopters, Style hounds, Culture savvy,“The Message Sellers” – 1.9% of the populationEvangelists, Salespeople, Persuaders, Change agents, Rainmakers, Proselytizers, Bellwethers, The Momentum

46. “The Message Credibility” – 3.6% of population- Gatekeepers, Databanks, Authorities, Filters, Gurus, Torture Testers, Filters “The Message Magnets” 0.8% of the population- Endorsers, Mega Hubs, High Priests, Fame Magnets, A-Listers“The Message Spreaders” - 1.8% of population- Organizers, Sneezers, Bees, Social Glue, Converters, Chatterers, Promiscuous, Connectors

48. Tastemaker Motivations: To innovate, to create, to push the envelope, to be different Tastemaker Roles in Word of Mouth:· Prosumption—building new stuff, collaborative production· Innovation Sounding Board—providing stimulus for innovation · User Generated Content—creating marketing content Profile Questions for A Tastemaker:- Are you adventurous?- Will you try anything once?- Do you refuse to participate in mainstream activities?- Would you rather lead than follow?- Have you vacationed outside of Canada in the last 12 months?- Do you like to create new stuff in your spare time?

50. Trendspotter Motivations: To be aware, to be first in line, exclusivity, privileged access, new styles, change, the unusual & pioneering Trendspotter Roles in Word of Mouth:· Beta Testers— optimizing preliminary product · Advance Previews—the first to be exposed · New Trialists—testimonial group for new products Trendspotter Profile Questions:- Do you always want to be the first to own new things?- Are you a source of fresh intelligence to your friends?- Are you very aware of latest styles and fashion?- Can you instinctively predict what’s next?- Do you love the unexpected?- Are you on the cutting edge of culture and society?

52. Opinion Leader Motivation: To lead, to convince, to be recognized, to debate, to be given the stage, passion and enthusiasm Opinion Leader Roles in Word of Mouth:· Testimonial Advocates—public supporter of ideas· Brand Ambassadors—converting others to the cause · Seeded Adopters — the first to receive in-market product Opinion Leader Profile Questions:- Are you good at getting what you want?- Are you expressive with your emotions? Do you lead conversations?- Are you self-confident?- Do you like to take responsibility on important stuff? Do you participate in a lot of groups?

53. Expert Motivations: To be right, to be recognized as an expert, to share knowledge, to understand the details, to be asked for recommendations, to know insider information Expert/Maven Roles in Word of Mouth:· Product Raters/Validators— test existing products· Key Stakeholders—get invited to talk to company staff · Collaborators/Advocates—authentic credibility in building/advocating products Expert/Maven Profile Questions:- Do you consider yourself an authority on a number of subjects?- Do you frequently get asked for your opinion?- Do you investigate and scrutinize facts?- Are you known for making the right choices?- Do you rarely accept things at face value?

55. Celebrity Motivations:To be known, to be recognized, to get access, to become connected with popularity, to be visible, to be a winner, to build an entourage, to stand apart Celebrity Roles in Word of Mouth:· VIP Insiders—getting exclusive access and star treatment· Cause Torchbearers—publicly recognized ambassadors · Buzz Marketing—launch parties, red carpet events Celebrity Profile Questions:- Do you like being the centre of attention? Do you enjoy being noticed for your taste/fashion?- Are you known publicly by a wide audience?- Do you enjoy being extravagant? Do you publicly reveal details of your life to others?

57. Social Ringleader Motivations:To be social, to share, to gift, to connect, to rally teams and groups, to provide a public service, to organize Social Ringleader Roles in Word of Mouth:· Word of Mouth Influencers— seeded brand ambassadors· Referral Network — inviting others to join cause - Viral Marketing —pass along content to others Social Ringleader Profile Questions:- Have you had a conversation with a new person recently?- Do you find it easy to make friends?- Do you have a lot of friend s you regularly connect with?- Do you entertain/hoist events frequently?- Do you have lots of different types of people in your social circle?- Do you go out of your way frequently to help others?

59. How are they motivated?

60. Word of Mouth – A Different MissionScout/MysteryShopperThinktank/SoundingBoardTurning Users, Customers andConsumers UserCustomerConsumerInto Authors, Advisors, Producers, Scouts, Testers andCollaborators & Broadcasters Collaborator/ProducerCommunityMember/VIP InsiderInfluencerEvangelist/Ambassador/AdvocateInto Community Members, Advocates, Ambassadors and EvangelistsSeededAdopter/Beta TesterAdvisoryCouncil/CauseTorchbearer

61. Three Basic Reasons Why Ideas Spread“It’s Who They Are”“It’s What You Do”“It’s Who You Are”10 Audience Attributes15 Buzz Firestarters11 Inescapable Traits

62. THE BUILDING BLOCKS OF WORD OF MOUTH – THE 36 REASONS WHY PEOPLE BUZZ -The Brand/ProductThe ExperienceThe PersonIntrinsic-ally MotivatedPassionate About the TopicRallying CryAuthenticAltruisticIntimacyLikableInfluenceInvolved/CommittedBrand ExperienceTrustworthyLogo LoversTight BoundariesExtrinsic-allyMotivatedRitualisticSocial CurrencyEdgySocial BrokersNetwork EffectsInnovativeFeedback SeekersThe Best At What You DoMemesSelf-ExpressivesVisibilityEasy to Talk AboutRemarkable/OutrageousEgo-DrivenScarcityExplicitlyMotivatedFameExpertiseKnowledge SeekersSensoryBite-Sized ParticipationReciprocityDealersLiberating/Problem SolvingVIP treatment/CustomizationRewards$$

63. The Who

64. Sophisticated “Who” WOM Marketers

65. The What

66. Sophisticated “What” Word of Mouth Marketers

68. …Influencers notice differencesTop 8 Value Desirability Drivers- High Quality- Trustworthy- Good Value- Reliable- OriginalSimple- Fun- LeaderTop 8 Differentiating Drivers Unique

69. Dynamic

70. Different

71. Distinctive

72. Innovative

73. Visionary

74. Daring