1. Power Middlea. As the Millennial generation has grown to play a critical role in influencing the tech purchase decision and makes up more than 50% in some of the countries, Intel decided to begin to establish the relationship w/ Millennial. b. However, Intel did not want to wake up one morning and assume it already had a relationship with this audience. We knew we had to build the relationship overtime.c. One of the ways we decided to engage was to leverage influencers within the generation across music, fashion, tech. No, we are not talking about influencers such as Robert Scoble. We are talking about consumers that happen to have a strong following. They serve as advisors to their followers. Resulting, in being a trusted source.d. Intel working with Social Chorus reached out to them and asked them to help tell their story – their perspective and their words. i. The Key Was:1. For a large corporate company – to let go and not review or approve the storylines. Trust the advisors.2. The result was a range of content for articles, to videos, to interviews.e. Show Results.
Brand Technology wins when:Agencies are not a sales driverBrand owns their customer dataExtended on ramp Social media is a new marketing category New mediums (social media vs traditional mediums) New communication types (contests vs advertising)Need for automation (SMMS vs marketing automation)
Build Your Own Ambassadors: How to Identify and Activate Brand Influencers
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Our Speakers Chris Brogan is CEO & President of Human Business Works, a business design company using publishing and media to provide tools and smarts to help professionals work better, do the work they want, and to be brave. He is the New York Times bestselling co-author of The Impact Equation, and a sought-after professional keynote speaker Greg Shove has helped brands and consumers connect online since early Web. 2Market, a Silicon Valley start-up that he co-founded, pioneered the development of interactive shopping before being acquired by AOL in 1995. In the past, he has worked at Sun Microsystems, Apple Computer and. AOL. He likes to play soccer, collect photos and cook. @gregshove Mark Schaefer is an experienced digital marketer with diversified experience and skills in various industries including consumer packaged goods, durable consumer goods and publishing. He has worked to contribute and build brands with the likes of Cottonelle(R), Scott(R), Viva(R) Towels and most recently Chamberlain. He has proven experience using digital properties including social media to turn consumers into brand advocates. Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the Global Vice President of Marketing for Maxymiser, a leader in web optimization and analytics, and author of five “Dummies” books. Connect with Paul on his blog Marketing Darwinism or Twitter feed @pauldunay#smtlive
Scale the Power Middle of Social Influence Editors and Celebrities Social Publishers and Influencers Superfans and EmployeesCustomers and Fans @gregshove
Who Shares & WhySocial Influencers: Make it Exclusive – Reason #1 Keep up with new brand activities – Reason #2 Test/try new productsSuperFans: Make it Meaningful – 78% share to stay connected – 68% share to tell people what they care about – 49% share to inform others of products they care about/encourage actionEmployees: Make it Relevant – Feel connected to brand – Provide a menu of choices – Provide internal recognition @gregshove
Scaling Brand Endorsements INFLUENCERS 500 7.5 Endorsements 10k Average Audience 37M Endorsements Each DeliveredBrand Content & Rewards SUPERFANS 4 Endorsements 250 Average 25M 25K Each Audience Endorsements Delivered @gregshove
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