Social media and influence – New approaches for brands Ann Longley, Head of Social Strategy, MEC
July 2012
Topics for today
Influence and the social web
Implications for brands
Identifying and engaging with influencers
Topics for today
Influence and the social web
Implications for brands
Identifying and engaging with influencers
The web is increasingly organised around people & their networks - not just information
Source: Peer Index
Supercharging word of mouth
Source: Touchgraph for Facebook Paul Adams, Grouped
On the social web, influence spreads through strong and weak ties
It is not just the well-connected hubs that are important
Traditional media still has a role to play – but today anyone can break the news
Or become influential - putting brands on the back foot
Source: http://www.davecarrollmusic.com/ http://www.huffingtonpost.com/2009/07/24/united-breaks-guitars-did_n_244357.html
Source: Gary McLeod: http://www.wired.com/business/2012/04/ff_klout/
Consumers are becoming savy about their power as new methods of discerning influence emerge
Topics for today
Influence and the social web
Implications for brands
Identifying and engaging with influencers
Although their methods may be imperfect, these start-ups are influencing brands and fans
Palms Casino Resort used Klout to identify VIPS
Understanding influence dynamics is now business critical – a way to protect and grow your business
Providing perks for influencers is becoming BAU
Topics for today
Influence and the social web
Implications for brands
Identifying and engaging with influencers
Differentiate between internal and external influencers – do not discount internal influencers
Provide training and guidelines
6 Dimensions of influence
Shares relevant brand content
Is engaged with his/ her network group
Has an opinion on your brand or category
Offers help and advice on brand or category related queries
Creates original and relevant brand content
Knowledge of the brand and category content
1
2
3
4
5
6
Source: MEC Influencer ID
Select a sound method to identify external influencers
Fans (25%) Super Fans (24%)
Pundits (12%)
Compers (20%)
Celebs/ Bloggers (19%)
MEC’s Influencer Id segments influencers based on their online behaviour
Once you’ve found them – know what you want to do with them
Source: Gary McLeod: http://www.wired.com/business/2012/04/ff_klout/ http://www.thesun.co.uk/sol/homepage/showbiz/4342656/Kardashian-accuses-British-Airways-of-stealing-from-luggage.html
Provide a range of content
Turn detractors into advocates
Encourage their involvement
Recognise their contribution
Deep engagement can help future proof your business
Be ready for dialogue – Engage don’t suppress
Monetise advocacy
Measure to demonstrate value
THANKS @annmargaret