interactive minds oct 09 presentation - dialogix

How to

sort the influencers

from the inconsequentials

Q. Who is Matt Granfield? A. Digital Strategist/Marketing Writer/Entrepreneur

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We help brands find their key influencers.

What is a key influencer?

Someone with the power to spread the word about your brand...

“70% of Internet users in Australia visited a social networking site in June 2009, up 29% from 2008...”

Source: Comscore, http://www.comscore.com/Press_Events/Press_Releases/2009/8/2_Million_More_Australians_Go_Social_in_2009

That’s about 11 million people

Problem: New cafe, needs business (sales)

Key Influencers: Coffee Lovers, Vocal Early Tech Adopters, Business Leaders, Local Press

Results...

Problem: Negative Word of Mouth

Key Influencers: Parents

Solution: Find the most talkative customers AND the most vocal hecklers and get them talking in a controlled environment...

Solution: Don’t just get the people who talk the most, find the ones who have the highest SOCIAL AUTHORITY

Result: Enrolments up 15% Result: Negative word of mouth down

Result: Actual

positive sentiment!

Problem: Breaka isn’t cool, seen as a school drink Key Influencers: The cool kids, school leavers

Strategy: Put on a pool party/rock concert outside school hours and make the brand cool by association

Step One: Find a cool band (and convince the client they’re cool)

Step Two: Find some cool kids (because if we get all the cool kids to come, they’ll tell all their friends how cool Breaka is)

S

Used Dialogix to find 14-17 year-olds in Qld with high social authority who mentioned the

client OR competitors in last three months

Went back to Dialogix and used it to filter applicants who gave us their social network details

Results?

Breaka Poolies Website - Top 10 Referring Websites

myspace.comgoogleads.g.doubleclick.net

facebook.com

twi6er.comnova1069.com.au

ozbargain.com.au

profile.myspace.comyveskleinblue.com

dew‐process.com

So did you sell more flavoured milk?

It’s too early to tell!

But I’ll keep you posted! Go to mattgranfield.com and you’ll

find links to my blog...

Hmm. OK cool...

But if you haven’t got a tool that calculates social authority like Dialogix*, what other tools can you use?

*(Shameless plug – it only costs $150 a month for the basic service, which includes social authority ranking)

If you haven’t got a tool that calculates social authority look for these things:

•  Use Twitter Search (search.twitter.com)to find mention of your brand, industry and competitors •  And then use ReTweetRank (retweetrank.com) to see how often the people who are talking about you get ‘Re-Tweeted’

If you haven’t got a tool that calculates social authority look for these things:

•  A blog with lots of comments and a high rating in Google Reader •  Well-established forum profiles and high rankings •  A MySpace page with lots of comments •  Lots of results when you Google their name

If you haven’t got a tool that calculates social authority look for these things:

•  Lots of Facebook friends •  They created Facebook events that people attend (they need to be fans of your Facebook Business Page before you can see this) •  Other signs that they not only have lots of friends, but can actually call their friends to action

Summary

Twitter searches for people talking about

brand, products, competitors and region

Engage, be friends, give advice; mix with

traditional PR

Sales

Summary

Twitter searches for people talking about

brand, products, competitors and region

Engage, be friends, give advice; mix with

traditional PR

Found forums where people were doing the talking and engaged community leaders

Created own space where the dialogue could be controlled

Less negative chat, more positive WOM

Sales

Summary

Twitter searches for people talking about

brand, products, competitors and region

Engage, be friends, give advice; mix with

traditional PR

Found forums where people were doing the talking and engaged community leaders

Created own space where the dialogue could be controlled

Created a cool event to attract the key

influencers

Key influencers start befriending the brand

Sales Less negative chat, more positive WOM

Greater awareness

More Information?

www.dpdialogue.com.au www.dialogix.com.au @mattgranfield

IMAGE CREDITS

[All photos were sourced from Flickr with thanks to Compfight. All images are used under the terms of a Creative Commons licence. Photographer Credits:

kalandrakas; hans s; Aaron Escobar; MsBlueSky; Falling Heavens; Jay Dugger; Jacob Bøtter; Vincent Boiteau;

World Economic Forum; teamstickergiant; Libertinus; kimba; Jeb Ro; K.Coles; erin MC hammer; Torley]