building digital influence

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Building Digital Influence

The Internet is the most transformational technology since…

THE TABLE

Lots of:

Tables

Conversations

Noise

What are people listening to?

Consumers trust Word-Of-Mouth more than BRANDS and ADVERTISING

Source: Asia Pacific Digital Marketing Yearbook 2009, CHINA (excluding HK)

Social Media

Old digital media

Growth of WOM leading marketers to rethink MEDIA

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Digital Advertising

Buy Earn

Campaigns Steady Engagement

Exposure Endorsement

Brand Awareness Brand Equity

$ Spent on Media $ Spent on Content & Assets

Digital Influence

3. Activate influencers to reach a larger

audience

3 Rings of Influence Building

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2. Identify and engage

influencers

1. Improve Brand

Experience

Want better marketing?

Keep Improving your product

Let customers know you care

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1

Use digital media to improve your brand

1. Listen & monitor

2. Ask for feedback. Reward & recognize.

3. Action & PR

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9http://mystarbucksidea.force.com/

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Influen

cers

iden

tifi ed!

Idea

s im

ple

men

ted

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“What if people say something bad?”

People will discuss your products whether you are there or not. It’s better to be there with a strategy to deal with negative feedback effectively and constructively.

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“When should I start?”

Don’t jump in until you have enough resources to have a two-way conversation with your customers.

Additional social resources will cost money but it pays off in reputation, innovation and customer satisfaction.

FAQ

Identify your influencers

Find the 20% who contribute to 80% of your business, and make them your brand advocates

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2

Connectors Mavens Salesmen

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Malcolm Gladwell

The Tipping Point ( 引爆點 )

Who are influencers?

Connectors – network

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Socialable

Large number of “loose ties”

Ability to span different worlds

Key online characteristic:

Large number of friends and followers

Variety of interests

Mavens – knowledge and sharing

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Researcher / information gatherer

Ask questions

Trend-setter / early adopter

Like to share

Key online characteristic:

Share often and early

Ask for and share interesting and useful info

Salesmen – persuasive

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Credible & Charismatic

People agree with them

Motivate people to action

Key online characteristic:

Receive more “Likes” and positive ratings

Content Re-Shared (Re-tweet)

Where you find these 3 types of influencers

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Online communities

Customer database

Employees

Industry, Partner and Affiliate Sites

Activate your influencers

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3

Tools

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Catalysts

Social sharing

Referral marketing system

Conversion platform

“Sticky message”

Exclusive offer or content

Recognition

Financial incentives

人人喜欢 / Facebook 讚好 Basic Example

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Groupon.cn Example

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Referral marketing system

+Financial incentive

Exclusive offer to members

Conversion platform

Social sharing tools

What kind of results can I expect from influencer activation?

Studies have shown that influencer referrals have much higher (4-6 times) click-through rates and conversion rates. This is normal as people pay more attention to what their friends recommend than average.

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“Do I need to offer money to activate influencers?”

Status & recognition take time to build but they are often more powerful motivators than small sums of money.

However, financial incentives have shown to deliver more immediate short-term results.

FAQ

Ask for Referral Ask for Referral and Reward and Reward

Summary of Influence Building

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Target the FewTarget the Few

Improve the Improve the ExperienceExperience

Finally, remember you are at a table

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Listen & engage

Be genuine

Be positive

Add value to the conversation

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Andy Chang

andy.chang@doremus.com.hk+852 9283 9222