Social influencer relationship management
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An approach to working with Influencers in the social media space - the big guys as well as the small guys
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Social influencer relationship management
- 8. The miracle of social networking
- 9. Source: Global Web Index 2009 Used search last month to find product Used search last month to find recommendation
- 10. We spend more and more time on social networks…even above search 11.88% 11.33% Monthly market share in ‘All Categories’, mesured by visits, based on UK usage. Created © Copyright 2010 Hitwise Pty. Ltd. Source:Experian Hitwize UK
- 11. The Intermediaries are no longer the linchpins
- 12. Everyone is an Influencer
- 13. Content is what?
- 14. It’s not about communication anymore
- 15. Branded communities will be the norm and the most effective ways of creating influence
- 16. Outsourcing INFLUENCE CREATION will be the norm
- 17. INFLUENCE WILL BE CO-CREATED
- 18. Who is A social influencer? WHO IS AN INFLUENCER?
- 19. Takes more time, needs more patience
- 20. Lots of small guys make for a big impact
- 21. Different Models of Network Science “The Influential” 1 in 10 influences the other 9 2. Clusters Information often stays within affinity clusters 3. Network Model This model says “the Influential” doesn’t matter and the network does… Based on: Roper Starch, Nina Mishra/Microsoft, Duncan Watts
- 22. Our Influencer Network Model 4. Influencer Network Model Combining Influencers and how ideas and content move across clusters and spark sharing across big networks gives us a single model to plan social media that scales
- 23. Working with the small guy Best practices
- 24. Packages promotion My top holiday picks Which hotel? Room with an iPad ICCity Secrets.com Tactical / Objective driven programs Rapid Response The IC CityQuiz Travelers Tales Room for Travel! Reporting. Widgets, campaign Engagement Guidelines Tools Community Manager Conversation Calendar Content Information Engagement Tools and appls Conversations Platforms Which services are most important to customers? What/who are the top influencers? Online brand health check and comparisons with competitors? How do people choose their holidays/ hotels/destinations? Listen and understand
- 25. Listening is an art, not a science – has anyone heard that one before
- 37. Complex Query: Submitted to Contributors for further clarification, Conversation Manager posts follow up
- 38. Crisis Issue: Potential crisis situation flagged for Ogilvy DI + Castrol corp. comm. team. Response handled by most appropriate Castrol employee or Conversation Manager.Productupdates Offers Industry news Functional Tech tips Career tips Buying Guides Community Manager Ogilvy 360 DI User Generated content ideas Feedback and learning from conversations
- 39. Nurturing
- 40. They swing both ways!
- 41. +21 Low Relevance, High Influence High Relevance, High Influence INFLUENCE Low Relevance, Low Influence High Relevance, Low Influence +13 0 Relevance Social IRM Our Approach to Influencer Mapping
- 42. +21 Low Relevance, High Influence High Relevance, High Influence INFLUENCE High Relevance, Low Influence Low Relevance, Low Influence +13 0 Relevance Social IRM Our Approach to Influencer Mapping
- 43. AUTHENTIC WOM
- 44. Good time to be an Influencer in some area
- 45. Social IRM Outreach Code of Ethics https://socialatogilvy-360di.pbworks.com/blogger-outreach-code-of-ethics.pdf
- 46. Is PR not the obvious answer?
Editor's Notes
- The revolution starts with speaking, reaching the least audience
- Then writing, reaching more audience
- And even broader audience with the printing press and moveable type
- And now, anyone (like the highlighted person) can be reach huge amount of audience easily with the help of social networks
- 85% of people online used search to find a product. 51% used search to find someone’s recommendation of that product. BTW - 25% of the search results for the top 100 brands include consumer generated media – social media
- Social networks surpassed search – Google – as the most visited domain in many countries including the UK. We spend more and more time on social networks…even above searchPeople spent over 700 billion minutes on Facebook last month.
- There are many models for how influence works. These are the three that have most influenced our work and driven us to develop a new model that explains how socila media effectively drives people to share, participate and recommend.
- We have worked with the prevailing models of influence and developed our own approach that integrates the best of real behavior across social media
- Ethics – pull 3 or 4 items from the ethics – the most important things. Link to the resources. Add our FTC guidelines – as simply our POVTwo slides – blogger outreach code of ethics and what’s next – FTC consumer protection are inventable. We can proactive abide by these regardless of the market. Introduce this as a discussion point.Whiteboard Session – 10 minute whiteboard session ‘what do you to engage influencers’