engaging influencers 2011
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Presentation on the concentration of social influence on the social web by Agent Wildfire's Sean Moffitt - updates for April 2011 www.agentwildfire.comTRANSCRIPT
Engaging Influencers
April 2011
Sean Moffitt @SeanMoffittPresident & Chief Evangelist,
Agent Wildfire
www.agentwildfire.com
We find and work with these Influencers
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Some of these people are not like the others….
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52 BC – Cicero
“A community is like the ones who govern it.”
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"We are like chameleons, we take our hue and the color of our moral character, from those who are around us.”
1690 – John Locke
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"Who shall set a limit to the influence of a human being?"
"The best efforts of a fine person is felt after we have left their presence.”
1844 – Ralph Waldo Emerson
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1962 – Everett Rogers
“The diffusion of innovation is based more on sociology and psychology than on technology.”
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1991 – Geoffrey Moore
“This consumer is part of the herd. They're word-of-mouth creatures, ... They're asking their friends and colleagues, 'Are you using the camera on your cellphone yet? Me, neither.' But if they ask around and people say, 'Yeah, I use it all the time,' then they'll rethink and try it out.”
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The Law of The Few:
“The answer is that the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”
Malcolm Gladwell, The Tipping Point
2002 – Malcolm Gladwell
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“The new opportunity is that it's easier than ever to find, organize, and lead a tribe. The Web has enabled an explosion of all kinds of tribes -- and created shortage of people to lead them. This is the growth industry of our time.”
2008 – Seth Godin
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“By force of talent, charisma and enthusiasm, they sway others’ decisions on what to buy, think and do. We call them Influencers.
They are much more connected and informed than the mainstream and, depending on how you treat them, can be major allies or pesky foes.”
2011 – Sean Moffitt
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The open web has not reduced, but instead, exposed the importance of influencers….
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0.7% of Wikipediausers edit…
50% of the articles
1.7% of Wikipediausers author…
70% of the articles
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2.2% of Twitterusers account for…
58% of the tweets
Only 1.5% of Tweet conversations…
Are three levels (replies) deep
1.7% of Twitterusers have …
More than 1,000 followers
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0.7% of Facebook pages have…
More than 100k fans
Only 0.9% of Facebook Users have…
More than 500 friends
8.7% of FacebookUsers …
Update their status daily
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0.8% LinkedIn members …
Visit each day
1% of LinkedIn members…
…are responsible for 34% of the site’s traffic
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High authority bloggers post …
300x more frequently than low authority bloggers
Only 9% of top blogs…
Get over 10,000 visitors per month
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13.8% of online population…
…create 80% of the online influence posts
6.2% of online population…
…create 80% of the online influence impressions
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Influence ≠ Followers
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Influence ≠ Popularity
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Influence is Interest Specific
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Influence Can’t Be Peddled
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Should we really be surprised that some people/customers are more influential than others?
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Now we can provide the raw evidence
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And shouldn’t we want to account for them as being more valuable?
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Brand Advocacy - as a marketer, Influencers are your “people market” multipliers
Brand Buzz - as a media person, Influencers are a grassroots complement and amplifier
Brand Perception – as a PR person, Influencers are game-changing allies
Brand Content – as an agency or innovator, Influencers are potential creative partners and crowdsourced sources of solutions and ideas
Brand Insight - as a researcher or innovator, Influencers are a savvy alchemy of outsider wisdom and feedback
Brand Support - as an organization, committed Influencers are extraordinarily effective and valuable brand ambassadors and cust. service agents
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Should we care? Why do we care?
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The marketing influence model is being turned upside down
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Influence is not Distributed Equally…
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Spreading messages effectively on the social web happens in two steps …
The Influencers
The Crowd
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You can’t chase everybody…
“The suggestion that a firm merely needs to participate in a conversation is a little naive. Microsoft was mentioned 2.5 million times in the blogosphere the previous year, and we have eighty-nine thousand employees. How can you realistically be expected to operationalize a response to all of them?”
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Why are they so damn valuable?
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R E C Sx x x
Four sources of Influencer power
Reach Exposure Credibility Suasion
=
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R E C Sx x x
Reach – deep and wide circles of influence
Reach Exposure Credibility Suasion
- More intimate/close friends- More colleagues and associates
- More affiliations to groups of interest- More links to other influencers
- More amplification channels of connection
=
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R E C Sx x x
Reach – Online Measures
Reach Exposure Credibility Suasion
- Followers, Friends, Fans- Followed Back %
- Influence of Followers/Friends- Website traffic/Inbound Blog links/Blogrolls
- Multiple accts/Traditional Media Influence/Offline Influence
=
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R E C Sx x x
Exposure – more opportunity to flex influence
Reach Exposure Credibility Suasion
- Adopt earlier/pay more attention to trends- Exposed to more interests
- Make sense of the world more easily - More prolific content production
- Receive and pass along more recommendations
=
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R E C Sx x x
Exposure – Social Media Measures
Reach Exposure Credibility Suasion
- Participation Scope on Key Web Channels - Unique Retweeters/Commenters/Likers/Senders- Content production – blog, photo, video, audio
- # of Updates/Post frequency- Membership in niche networks
- # of Groups Participation/Globalness of Friends
=
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R E C Sx x x
Credibility – they are perceived to be…
Reach Exposure Credibility Suasion
- Better informed- More authoritative- Honest and care
- Relevant and Timely- Accreditized by trusted others
=
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R E C Sx x x
Credibility – Social Media Measures
Reach Exposure Credibility Suasion
- List Count, #ff count- @ Mention Count- Mutual Follows
- Likes Per Post/Comments Per Post- Length of Post Comments
- Follower Retweet % / Mention %
=
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R E C Sx x x
Suasion – able to convince the others
Reach Exposure Credibility Suasion
- Passion and commitment to subject/brand/topic- Likability
- Reciprocation and involvement- Expressiveness/strong communication
- Confidence in messenger
=
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R E C Sx x x
Suasion – Social Media Measures
Reach Exposure Credibility Suasion
- Total retweets- Positive/enthusiastic sentiment
- Follower/Follow Ratio- Influence of Likers/Commenters/Retweeters
- Lead various groups/associations- % of Own Tweets are responses
=
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Who are they?
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The Influencers – Word of Mouth Powerbrokers
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“The Message Creators” – 1.1% of the population- Creators, The Vanguard, Prosumers, Innovators, Activists, Trailblazers, The Edge, Mavericks
“The Message Radar” – 0.7% of the population- Conversations Starters, Alphas, Coolhunters, In-the-know, Early Adopters, Style hounds, Culture savvy,
“The Message Sellers” – 1.9% of the population-Evangelists, Salespeople, Persuaders, Change agents, Rainmakers, Proselytizers, Bellwethers, The Momentum
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“The Message Credibility” – 3.6% of population- Gatekeepers, Databanks, Authorities, Filters, Gurus, Torture Testers, Filters
“The Message Magnets” 0.8% of the population- Endorsers, Mega Hubs, High Priests, Fame Magnets, A-Listers
“The Message Spreaders” - 1.8% of population- Organizers, Sneezers, Bees, Social Glue, Converters, Chatterers, Promiscuous, Connectors
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Tastemaker Motivations: To innovate, to create, to push the envelope, to be different
Tastemaker Roles in Word of Mouth:· Prosumption—building new stuff, collaborative production· Innovation Sounding Board—providing stimulus for innovation · User Generated Content—creating marketing content
Profile Questions for A Tastemaker:- Are you adventurous?- Will you try anything once?- Do you refuse to participate in mainstream activities?- Would you rather lead than follow?- Have you vacationed outside of home country in the last 12 months?- Do you like to create new stuff in your spare time?
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Trendspotter Motivations: To be aware, to be first in line, exclusivity, privileged access, new styles, change, the unusual & pioneering
Trendspotter Roles in Word of Mouth:· Beta Testers— optimizing preliminary product · Advance Previews—the first to be exposed · New Trialists—testimonial group for new products Trendspotter Profile Questions:- Do you always want to be the first to own new things?- Are you a source of fresh intelligence to your friends?- Are you very aware of latest styles and fashion?- Can you instinctively predict what’s next?- Do you love the unexpected?- Are you on the cutting edge of culture and society?
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Opinion Leader Motivation: To lead, to convince, to be recognized, to debate, to be given the stage, passion and enthusiasm
Opinion Leader Roles in Word of Mouth:· Testimonial Advocates—public supporter of ideas· Brand Ambassadors—converting others to the cause · Seeded Adopters — the first to receive in-market product Opinion Leader Profile Questions:- Are you good at getting what you want?- Are you expressive with your emotions? Do you lead conversations?- Are you self-confident?- Do you like to take responsibility on important stuff?- Do you participate in a lot of groups?
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Expert Motivations: To be right, to be recognized as an expert, to share knowledge, to understand the details, to be asked for recommendations, to know insider information
Expert/Maven Roles in Word of Mouth:· Product Raters/Validators— test existing products· Key Stakeholders—get invited to talk to company staff · Collaborators/Advocates—authentic credibility in building/advocating products Expert/Maven Profile Questions:- Do you consider yourself an authority on a number of subjects?- Do you frequently get asked for your opinion?- Do you investigate and scrutinize facts?- Are you known for making the right choices? - Do you rarely accept things at face value?
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Celebrity Motivations:To be known, to be recognized, to get access, to become connected with popularity, to be visible, to be a winner, to build an entourage, to stand apart
Celebrity Roles in Word of Mouth:· VIP Insiders—getting exclusive access and star treatment· Cause Torchbearers—publicly recognized ambassadors · Buzz Marketing—launch parties, red carpet events Celebrity Profile Questions:- Do you like being the centre of attention?- Do you enjoy being noticed for your taste/fashion?- Are you known publicly by a wide audience?- Do you enjoy being extravagant? Do you publicly reveal details of your life to others?
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Social Ringleader Motivations:To be social, to share, to gift, to connect, to rally teams and groups, to provide a public service, to organize
Social Ringleader Roles in Word of Mouth:· Word of Mouth Influencers— seeded brand ambassadors· Referral Network — inviting others to join cause - Viral Marketing —pass along content to others Social Ringleader Profile Questions:- Have you had a conversation with a new person recently?- Do you find it easy to make friends?- Do you have a lot of friends you regularly connect with?- Do you entertain/hoist events frequently?- Do you have lots of different types of people in your social circle?- Do you go out of your way frequently to help others?
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How to treat them? Collaborate with them?
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Turning Influencers as PotentialUsers, Customers and Consumers
Into Authors, Advisors, Producers, Scouts, Testers andCollaborators & Broadcasters
Into Community Members, Advocates, Ambassadors
and Evangelists
Thinktank/SoundingBoard
Scout/MysteryShopper
AdvisoryCouncil/CauseTorchbearer
SeededAdopter/Beta Tester
Customer
User
Consumer
Collaborator/Producer
Evangelist/Ambassador/Advocate
CommunityMember/VIP Insider
Influencer
Involvement from Influencers – A Different Mission
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Live in their tribe ….
- Read their content, listen to their exchanges
- Make a scouting report about their likes, dislikes and interest
- Know who they hang with
- Link to their content, credit their work
- Go easy - Make a friendly first connection
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Treat them like VIPs….
Tell them stuff the general public doesn’t know
Celebrate their talents and the new tribe they’re in
Involve them in what you’re doing, before you do it
Make them look good to others
Be clear about what’s involved – no strings attached
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Don’t be a burden…flirt before you go steady
Be clear about what’s involved – no strings attached
Give them tools and forums to make their participation easy
Thank them, regardless of outcome
Get the most passionate, progressively more involved
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How do you activate in real life?
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Target/Identify influencers
Scout/engage/validate interest
Seed/”make the ask”/officialize involvement
Disseminate/Badge Support/Launch Engagement Hubs/Build content/Take Offline
Reward/celebrate top performance/ create ambassadorships
Five steps involved
62
Never Forget – Humans are Hard Wired Social and Influential Animals
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Let’s Start The Conversation…
Inquire: smoffitt (at) agentwildfire.com
Phone: 416-255-4500 x226
URL: www.AgentWildfire.comwww.wiki-brands.com
Blogs: http://BuzzCanuck.typepad.com/www.spreadslikewildfire.com
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