influencer #throwdown: defining influence once & for all - sxswi 2011
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sxsw interactive | #throwdownsxsw interactive | #throwdown
Influencer Throwdown: Defining Influence Once & For All
Influencer #Throwdown
»@saulcolt
»@prblog
»@kristaneher
»@dbinkowski
Influencer #Throwdown
»Introductions
»Let’s Define Influence
»Panel Discussion
»Q&A
Influence is…
“being able to inspire action – with or without a large following.”
- Radian6
Influence is not…
»popularity
»achieved on a single site (like Twitter)
»just about the biggest numbers
»determined by a single site (like Klout)
»unrelated to sentiment
Kenneth Cole
http://www.flickr.com/photos/frugalbinx/5415033651
Kenneth Cole
http://www.flickr.com/photos/jeremiah_owyang/5456085972/
Fast Company
Influencer Tip
“Instead of counting the people we reach, focus on reaching the people who count.” -- Jessica
Types of Influencers
»Peer: Family, close friends• Yer Mom. Srsly! Or friends (pre-2004 definitions)
»Pro/Expert Influencer: Immersed in the topic w/ proven/demonstrated street cred• Seth Godin, Guy Kawasaki
»Social/Ambient Influencers: Secondary peers in your broader circle of social contacts• The SXSW mob, customers
Measuring It
»QuantitativeShare of ConversationReachLevel of Engagement
»QualitativeBrand SentimentRelevanceConnections StrengthTrust
The customer drives the entire focus.
Influencer Throwdown
»Panel Discussion
All Influence Is The Same
Online Influence Matters
Measurement Tools Areas Simple as Using _______.
There Are Adequate ToolsTo Measure Influence
How Do You Find InfluencersFor Your Business?
Give Us a Case Study
ShawShaw
Flooring the InfluencersFlooring the Influencers
Flooring the Influencers
»Tigressa Softstyle – so soft and resilient, need to see and feel to believe “carpet matches curtains.”
»Paid media needed earned media support; WOM validates product attributes/claims.
»Blogs focused solely on flooring? None.
»Tigressa taken to DIY, Design blogs as part of a larger discussion.
Flooring the Influencers
»Influencers selected using a combination of tools, time and talent.• Five stage, 26 step process; bulk of which is human vs.
automagic.• Starts with audience insights/creative brief• Looks for
• Relevancy: on-topic, sentiment• Reach: socially active, level of following• Content: relevancy, frequency of posts• Engagement: number of comments, links
Celebrity Guest Speaker
Evening Affair
Voice of the Blogger
From Inspiration to RealitySee How It’s Made
Test Your Skills
Takin’ It to the Streets
Flooring the Influencers
Influencers Results»Influencers testified to Tigressa’s effectiveness
• Increased volume of conversation; multiple posts per blogger
• Increased positive sentiment• Search impact• Blog posts increased uniques and time on site• Built relationships with bloggers
Influencer Results»341.5 million impressions
• 329 million ad impressions• 12.5 million WOM impressions
»Sales goals reached for product launch• “Best product launch in history of company”
Flooring the Influencers
»Shout Out To• Ashley Walters, @ashley_walters
• Taylor Wiegert, @twiegert
The FutureA Five-Year Prediction, from 2005Facebook will have 600MM members – and a movie. The newly launched YouTube will get more searches than Yahoo.
»Foursquare: 2009
»iTunes App Store: 2008
»Twitter: 2006
»YouTube: 2005
»Facebook: 2004
»LinkedIn: 2003
»iTunes: 2001
The Future»Microtargeting,
more sensitive to the sales funnel
• Tools will improve to help understand subtlties
For illustrative purposes only©Empower MediaMarketing 2011
Brand Participant Map℠Strong awareness, weak consideration/purchase.
Activate advocates via social media; enable them to tell their “switching” stories and share promo/coupon incentives
Awareness, loyalty & advocacy weak relative to competitors
Increase mix of social media, PR and WOMM to raise share of voice in discussion
For illustrative purposes only©Empower MediaMarketing 2011
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Influencer Throwdown: Influencer Throwdown: Defining Influence Once & For AllDefining Influence Once & For All
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