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Presentation give at Social Media Results for PR and Comms in London 2012
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BEYOND THE HYPE
OF INFLUENCE
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DRIVE BUSINESS RESULTS THROUGH INFLUENCER COMMUNICATIONSOCIAL MEDIA RESULTS 2012
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DRIVE BUSINESS RESULTS THROUGH INFLUENCER COMMUNICATION#SOCMEDRESULTS@PIERRELOIC
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5 MYTHS5 APPLICATIONS5 STEPS TO SUCCESS
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5 MYTHS ABOUT INFLUENCER MARKETING
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MYTH 1
INFLUENCER MARKETING IS A NEW SHINY THING
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(BEFORE)
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(NOW)
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MYTH 2
YOU CAN BUY INFLUENCE
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MYTH 3
CONNECT WITH AS MANY INFLUENCERS AS POSSIBLE
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3% PEOPLE = 90% IMPACT
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MYTH 4
INFLUENCEIS UNIVERSAL
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APPS
HYBRID
HEALTH
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MYTH 5
SUCCESS IS ABOUT CONTROLLING BRAND MESSAGE
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“Your job as brand managers is being reinvented in front of your eyes and becomes less about “managing” your brand and more about “facilitating” it”Bob McDonald CEO, Procter & Gamble
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5 KEY APPLICATIONS TO INFLUENCER MARKETING
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APPLICATION 1
DRIVE AWARENESS
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APPLICATION 2
SEED COMMUNITIES
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APPLICATION 3
BECOME AN INFLUENCER
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APPLICATION 4
GAIN INSIGHTS
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APPLICATION 5
MANAGE A CRISIS
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5 STEPS TO UNLEASH REAL VALUE FROM INFLUENCER COM
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1. THINK BIG, AIM SMALL2. FIND YOUR INFLUENCERS3. LISTEN AND PARTICIPATE 4. ACTIVATE INFLUENCERS 5. MEASURE AND ITERATE
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DISCOVER ACTIVATE MEASURESET GOALS LISTEN
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