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What Does an Influencer Really Look Like? How to Measure Online Influence that Makes a Difference


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The nature of social media is that it's driven by the behavior of consumers, whose decisions are in turn influenced by other people online. The real question is how do you leverage these influencers? Brought to you by Social Media Today and Wildfire

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What Does an Influencer Really Look Like? How to Measure Online Influence that Makes a Difference

  1. 1. Social Media Today presents: What Does an Influencer Really Look Like? How to Measure Online Influence that Makes a DifferenceBrought to you by &
  2. 2. How to Participate• Submit your questions in the GotoWebinar presentation window• Follow along and share your thoughts on Twitter at #SMTlive
  3. 3. Thanks to Our Sponsor Complete Enterprise Social Media Marketing SoftwareWildfire provides powerful, easy-to-use social media marketing tools for pages, messages, ads, promotions monitoring, analytics and more. Learn more here:
  4. 4. About the ModeratorMaggie Fox is the founder and CEO of Social MediaGroup, established in 2006 and one of the world’s most highlyrespected independent agencies helping business navigate thesocially engaged Web. Pioneers in their field, Social Media Grouphas developed social media strategies for some of the best-known brands in Europe and North America, including; FordMotor Company, SAP Global Marketing, Norwegian CruiseLine, 3M and Thomson Reuters. Maggie has been interviewedabout social media by The Washington Post, CBC Radio, TheGlobe and Mail, CBC News, CTV News, AdAge and The FinancialPost, among others. She was also named one of the Top 100Marketers in the 100th anniversary edition of MarketingMagazine and sits on the Board of the Empire Club of Canada.
  5. 5. About the PanelNick Hayes, President, Influencer50Nick is a marketing pioneer having previously founded and run successful marketing services firmsfor fifteen years, including an award-winning international technology PR agency & network for techclients including IBM, HP, Adobe, Sun and BT. He founded Influencer50 in 2003 and since 2005 hasrun its US operation from San Francisco. He began his career at the European headquarters of EDS(now part of HP). Nick lives in the Bay Area.Rob Fuggetta, Founder/CEO, ZuberanceRob Fuggetta is the world’s leading expert on brand advocacy. Fuggetta is the author of the ground-breaking new book, “Brand Advocates: Turning Enthusiastic Customers into a Powerful MarketingForce.” Published by John H. Wiley & Sons, Inc., a major businesspublisher, Brand Advocates shows how companies are leveraging Brand Advocates to build theirbrands and businesses – and how you can too! Fuggetta is the Founder & CEO of Zuberance, a socialmedia marketing company that powers Brand Advocate programs for top consumer and businessbrandsVanessa DiMauro, CEO, LeaderNetworksVanessa DiMauro is the CEO of Leader Networks. A pioneer in business-to-business community building,Vanessa has been creating successful social strategies for more than fifteen years. Vanessa is a popularspeaker, researcher and consultant on online communities and organizational social strategy andoperations best practices. She has founded and run award-winning online professional communities suchas Cambridge Information Network (CIN) for Cambridge Technology Partners, Computerworld ExecutiveSuite and CXO Systems Peer Visibility Network.
  6. 6. The Social Mind - Survey ResultsA Research Study By Society Of New Communications Research Senior FellowsVanessa DiMauro – CEO of Leader Networks,Peter Auditore - Principal of Asterias ResearchDon Bulmer – VP Of Communication Strategy Of Royal Dutch Shell
  7. 7. Highlights from The Social Mind Study (2012)Focus of the study: Examination of the interrelationships created by the consumptionof information across social media channels and influence flow.Sample composition: The survey was administered online to 390 participants • There is a shift in information flow – traditional media is no longer an authoritative source of information • People participate in information exchange online to help each other • The role of the online expert is rising in importance • The need for expert content is high among content consumers online • People are looking to peers and experts to discover what they need to know and learn • People are directly influenced online by the people they trust
  8. 8. People Participate Online To Help Others & Be Part of a Community To help others by sharing 78% information, ideas & experiences To participate in a professional 66% community of colleagues & peers To belong to an active community of 41% friends & family I want to be seen as someone 39% knowledgeable I am a passive participant & prefer to 31% observe others dialog Persuade others adopt my POV, buy 19% product/service Enjoy interacting using social games 3%Question: Why do you participate in groups andcommunities online? Select the top three responses 0% 20% 40% 60% 80% 100%
  9. 9. Online Networks Are Disrupting Traditional Channels Visiting websites 48% Reading blogs 45% Reading Microblog streams (Twitter) 41% Information exchanged in online groups or… 41% Direct email message to me 40% Information from community ranking &… 18% Watching videos 17% Reading content on customizable social… 11% Listening to Podcasts 9% Viewing online photos 7% Q & A sites 4% Accessing others social bookmarks 3% Product, service or innovation site 1% Other 8%Question: What online information sources are the mostmeaningful to you? Select the top three responses 0% 20% 40% 60% 80% 100%
  10. 10. Most Participate Online To Learn From Experts Use to Learn About Topics Rely on Rely on info customizable shared via social media No, 6% online social apps, 1% networks, 14 % Most Frequently Search for Rely on news Experts & info , 49% Yes, 94% sources, 19% AttendQuestion: Do you use online networksto learn about topics? conferencesQuestion: When learning about a / Ask trustedtopic, I most frequently…Select One webinars, 6 peers, 12% %
  11. 11. Online Learners Trust Traditional Media Less, Look To Validate Information Independently 1% 7% 0% 41% 50% I seek expert opinion that is researched & well-documentedI need to hear details of a story to understand what is 0% 9% 17% 51% 23%happeningInformation shared by friends/colleagues & is more 1% 9% 28% 53% 9%believable, likely to be trueInformation with pictures & video are more believable/ 5% 27% 30% 30% 8%powerful than written wordsInformation that has buzz reinforces the wisdom of the 4% 19% 38% 35% 4%crowdOrganizations I buy / partner with are the best sources of 6% 23% 42% 26% 4%information because they specializeIdeas from authoritative sources (newspapers / journals) 18% 43% 26% 9%4%must be true because they are unbiased 0% 20% 40% 60% 80% 100% Strongly Disagree Disagree Neither Agree Strongly Agree Question: Which of the following statements do you feel most applies when looking for information about a topic of interest?
  12. 12. Online Information That Is Well Organized Or Curated Is Preferred I prefer online information that uses 62% graphics and easy to understand I prefer curated content sources links and 61% bookmarks on a topic so I can choose… I prefer longer, thought leadership content 48% that explores content in depth I prefer short content snippets over longer 43% articles or information sources I prefer online information to be audio 23% and/or visual over text-based 0% 20% 40% 60% 80% 100% Question: What kind of online information do you prefer? Select up to three
  13. 13. 3 Take-ways That Have a Big Impact on Business1. Influence is earned. – Online can extend it but does not create it (typically). – Invest in thought leadership, not in buying fans!2. Content is the new currency of influence. – Turn the marketing megaphone around! – Focus on creating content of value for your audience and engage around it.3. Social Media makes influencers accessible. – Enable your orgs thought leaders to respond /engage online. – Be finable and approachable virtually.
  14. 14. More InformationGet the study on Amazon.comAsk the AuthorsVanessa DiMauro, Leader Auditore - Principal of Asterias ResearchDon Bulmer – VP Of Communication Strategy Of Royal Dutch Shell
  15. 15. Brand Advocates:The True Influencers Social Media Today WebinarRob Fuggetta, Zuberance Founder & CEO September 18, 2012
  16. 16. About Zuberance• Brand Advocate Platform Company• Powering advocacy for leading B2C & B2B brands• Approach: authentic advocacy 17
  17. 17. Zuberance Definitions Influencers AdvocatesJournalist, professional Highly-satisfied customerblogger, guru, industry who recommends youranalyst, celebrity brand or product without pay or incentives 18
  18. 18. Key Differences Influencers Advocates Trust 30% 92% Build audience & Help othersMotivations personal brand Loyalty Low/none Very highIncentives In some cases No Source: Forrester, NACTAS Q3 2006 Media & Source: Nielsen, Global Trust in Marketing Online Survey Advertising survey, April 2012 19
  19. 19. CDW Advocate Justin Dorfman Drove $400K for CDW CDW paid him: $0 20
  20. 20. Don’t Confuse Reach with Influence Justin Bieber Justin Dorfman # Twitter Followers: 27.9M # Twitter Followers: 647 Influence over IT purchase Influence over IT purchase decisions in decisions: None his social network: Very high 21
  21. 21. Advocates are Highly Influential 50% of Business from Advocates 50% 50% Ads, paid All other Advocates Marketing search, email Tactics marketing, bill boards, etc. Source: Multiple80% of Intuit Business ($3.2M) from Advocates Source: Intuit 22
  22. 22. 50% Customers Likely to Recommend“Ultimate Question” for Customer LoyaltyHow likely are you to recommend ourbrand or products to your friends? HighlyVery Unlikely Likely0 1 2 3 4 5 6 7 8 9 10 Detractors Passives Advocates Source: Zuberance customer data 50% 23
  23. 23. Massive “Advocate Armies” 200,000 Advocates 75,000 Advocates 60,000 Advocates 24
  24. 24. 100K Advocates Reach 60M Prospects 60 Million Prospects 100,000 AdvocatesSource: Zuberance analysis using Forrester peer influence analysis.100,000 Advocates x 4 actions per 12-month period. EachAdvocate post reaches 150 people. 25
  25. 25. Advocates are Persuasive SalespeopleEach energized Advocate gets you 3 new customers Source: Zuberance analysis 26
  26. 26. Turn Advocates into Marketers Identify Amplify TrackHow likely are you to Advocate Reviews Advocate Actionsrecommend our brand to Advocate Stories In-bound referralsyour friends? Advocate Answers Sales Advocate Sharing Advocate Influence Re-Mobilize Advocates 27
  27. 27. Learn More“Brand Advocates: Turning Enthusiastic Customersinto a Powerful Marketing Force”Rob Fuggetta, founder & CEO, Zuberance“The ultimate guidebook to brand advocacy”-- Porter Gale, former VP Marketing, Virgin America“Shows you exactly how to energize Advocates.”-- Jeremiah Owyang, Altimeter Group“...brilliant ”-- Erin Hintz, VP Global Marketing & GM eCommerce, Citrix 28
  28. 28. Thanks for Joining Us• This webinar will be available on-demand at Stop by to learn more and share your comments.• Connect with our panelists on Social Media Today using the search function:
  29. 29. Join us September 25th for…Mad Men in 2013: Whats the New Role of the Advertising and PR Agency? • agency-