In his Brands-Only Summit Pre-Conference presentation, SocialSphere and Harvard’s Institute of Politics' John Della Volpe explains how best to identify, empower, and ask for more from your most important social media influencers. He shares a case study from his work with the Los Angeles Kings hockey team about empowering fans through Twitter engagement.

1. Identifying, empowering,
and asking for more from
your influencers
JOHN DELLA VOLPE
SOCIALSPHERE AND HARVARD’S
INSTITUTE OF POLITICS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

2. Identifying,
Empowering, Asking
for More from Your
Influencers
Presented by:
!
John Della Volpe,
Founder CEO || SocialSphere, Inc.
Director of Polling || Harvard IOP
@dellavolpe

3. 2
John Della Volpe, john@socialsphere.com
Founder CEO, SocialSphere, Inc.
Director of Polling, Harvard University Institute of Politics
John is one of the world’s leading authorities on understanding global sentiment, opinion and influence —
especially among Millennials and in the age of digital and social media. He was named a “Future Legend of
Marketing” by the Ad Club of Boston in 2013 and has advised heads of state, Fortune 100 CEOs, military
generals, athletes and entertainers and has turned his recent insights into tools that help companies and
organizations use social media analytics to identify and empower their most important stakeholders.
John also serves as the Director of Polling at Harvard’s Institute of Politics and directs polling for POLITICO
and the Boston Globe. In 2008, he received an Eisenhower Fellowship for which he traveled extensively
throughout China, Hong Kong, and Korea (including a supervised day in North Korea) studying Millennials
and the use of the Internet.
In 2014, he was featured in the ABC News and Yahoo! News series Power Players, and has keynoted
numerous conferences around the world speaking on the impact that the Millennial generation and social
media are having on our economy, politics and culture, most recently at the Swiss Media Forum in Lucerne,
Switzerland. John is a regular contributor to the political coverage of the New York Times, the Huffington
Post, WBUR’s Cognoscenti and other online and offline channels.
John remains active today as a member of the Ad Club of Boston Board of Directors, the President of the
New England Association of Eisenhower Fellowships and is a member of the Global Alumni Steering
Committee.

4. I. Background and Perspective
Millennials, Politics, Technology, Strategy
II. Understanding Influence
Methodology through Engagement
III. Case Studies
Social Metrics, Online-Offline Trend-spotting
OVERVIEW
3

5. 3 or 4 things inspired me on this journey… 4

6. ‘03 (40% of total) via the Internet.
In the matter of a few months, Howard Dean raised $20,000,000
5

7. ‘06 and went from worst to 1st without a TV ad.
Deval Patrick identified 8,000 volunteers, 100,000 supporters
6

8. ‘06 communications were less effective every day.
We learned that the old ways of marketing and
7

9. ‘07 Working with my students at Harvard IOP, I asked a question, 8

10. ‘07 … and then another, and then started a company called
SocialSphere. 9

11. If millions of Millennials would be willing to engage in an activity
they more or less loathe (politics) if asked by a friend, what could
brands hope for from fans and customers who actually like them? ’08
10

12. 5 Lessons learned along the way. 11

13. 1 IDENTIFY || EMPOWER || ASK FOR MORE Tehneg atgruet hw itthha tth eev ethryin gbsra tnhde yh’ares hpuansdsiroendast,e t haobuosuatn. ds, millions of fans seeking ways to
12

14. Onsite Engagement
Reach
Bias
Influence
Topical Frequency
2 authority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight, aka
INFLUENCE, find a way to identify and measure it 13

15. “They have unquestionably been
the best thing about the
Stanley Cup playoffs. The
second-best thing about the
playoffs to date? The Kings'
Twitter feed, @LAKings, which
is a window into the future of
social media in sports.”
3
Selling hockey in LA
Identified four segments to target on social media
with the goal to increase conversation and fan
engagement with the Kings, build more flexibility
by adding Twitter followers.
14

16. authority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight 3 … by identifying influencers by segment.
aka INFLUENCE
15

17. 3 and empowering them through engagement. 16

18. 17

19. 18

20. 19

21. http://www.ppbh.com/how-much-do-ads-on-twitter-cost/
20
Using a Traditional Promoted Account Strategy
27,473 new followers x $2.50 = $68,682.50

22. 21

23. authority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight 4 It only takes a few influencers to generate
aka INFLUENCE
millions of impressions, as long as you ASK. 22

24. authority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight 4 Examples of the Boston Globe Dashboard,
aka INFLUENCE
highlighting ORBIT™ influencers weekly. 23

25. YouTube Views
authority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight 5 Tuning into the right influencers, predicts
aka INFLUENCE
the offline world as well.
Influencer
Tweets
R2=0.93
24

26. Baker
position in
weekly polls
authority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight 5 Tuning into the right influencers, predicts
aka INFLUENCE
offline world as well.
Influencer
Tweets
25

27. identify empower ask identify
Personal and direct outreach to the Top
1% on daily basis.
Targeted promoted tweets to influencer
segments focused on rich engagement.
Scalinga Iunthfloruitye, nclocuet,: c rIendflit,u heefnt, cine, jru icMe [aslannag]g, leevmeraegne,t p uSll,y sswtaey, mwe™ight
aka INFLUENCE
26
EVERY DAY
EVERY WEEK
AS NEEDED / CALENDAR
Broaden outreach and
scope around key events.
INFLUENCER
PULSE™
CONVERSATION
PULSE™

28. I. Know your influencers
II. Help them help you
Organic to paid strategies
III. Link to offline priorities
Measure and evolve
SUMMARY
Develop and integrate Social CRM
27

29. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014