engaging influencers 2011

64
Engaging Influencers April 2011 Sean Moffitt @SeanMoffitt President & Chief Evangelist, Agent Wildfire

Post on 17-Oct-2014

4.177 views

Category:

Business


3 download

DESCRIPTION

Presentation on the concentration of social influence on the social web by Agent Wildfire's Sean Moffitt - updates for April 2011 www.agentwildfire.com

TRANSCRIPT

Page 1: Engaging Influencers 2011

Engaging Influencers

April 2011

Sean Moffitt @SeanMoffittPresident & Chief Evangelist,

Agent Wildfire

Page 2: Engaging Influencers 2011

www.agentwildfire.com

We find and work with these Influencers

Page 3: Engaging Influencers 2011

www.agentwildfire.com

Some of these people are not like the others….

Page 4: Engaging Influencers 2011

www.agentwildfire.com

52 BC – Cicero

“A community is like the ones who govern it.”

Page 5: Engaging Influencers 2011

www.agentwildfire.com

"We are like chameleons, we take our hue and the color of our moral character, from those who are around us.”

1690 – John Locke

Page 6: Engaging Influencers 2011

www.agentwildfire.com

"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

Page 7: Engaging Influencers 2011

www.agentwildfire.com

1962 – Everett Rogers

“The diffusion of innovation is based more on sociology and psychology than on technology.”

Page 8: Engaging Influencers 2011

www.agentwildfire.com

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.”

Page 9: Engaging Influencers 2011

www.agentwildfire.com

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

Page 10: Engaging Influencers 2011

www.agentwildfire.com

“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

Page 11: Engaging Influencers 2011

www.agentwildfire.com

“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

Page 12: Engaging Influencers 2011

www.agentwildfire.com

The open web has not reduced, but instead, exposed the importance of influencers….

Page 13: Engaging Influencers 2011

www.agentwildfire.com

0.7% of Wikipediausers edit…

50% of the articles

1.7% of Wikipediausers author…

70% of the articles

Page 14: Engaging Influencers 2011

www.agentwildfire.com

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

Page 15: Engaging Influencers 2011

www.agentwildfire.com

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

Page 16: Engaging Influencers 2011

www.agentwildfire.com

0.8% LinkedIn members …

Visit each day

1% of LinkedIn members…

…are responsible for 34% of the site’s traffic

Page 17: Engaging Influencers 2011

www.agentwildfire.com

High authority bloggers post …

300x more frequently than low authority bloggers

Only 9% of top blogs…

Get over 10,000 visitors per month

Page 18: Engaging Influencers 2011

www.agentwildfire.com

13.8% of online population…

…create 80% of the online influence posts

6.2% of online population…

…create 80% of the online influence impressions

Page 19: Engaging Influencers 2011

www.agentwildfire.com

Page 20: Engaging Influencers 2011

www.agentwildfire.com

Influence ≠ Followers

Page 21: Engaging Influencers 2011

www.agentwildfire.com

Influence ≠ Popularity

Page 22: Engaging Influencers 2011

www.agentwildfire.com

Influence is Interest Specific

Page 23: Engaging Influencers 2011

www.agentwildfire.com

Influence Can’t Be Peddled

Page 24: Engaging Influencers 2011

www.agentwildfire.com

Should we really be surprised that some people/customers are more influential than others?

Page 25: Engaging Influencers 2011

www.agentwildfire.com

Now we can provide the raw evidence

Page 26: Engaging Influencers 2011

www.agentwildfire.com

Page 27: Engaging Influencers 2011

www.agentwildfire.com

And shouldn’t we want to account for them as being more valuable?

Page 28: Engaging Influencers 2011

www.agentwildfire.com

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 

Page 29: Engaging Influencers 2011

www.agentwildfire.com

Should we care? Why do we care?

Page 30: Engaging Influencers 2011

www.agentwildfire.com

The marketing influence model is being turned upside down

Page 31: Engaging Influencers 2011

www.agentwildfire.com

Influence is not Distributed Equally…

Page 32: Engaging Influencers 2011

www.agentwildfire.com

Spreading messages effectively on the social web happens in two steps …

The Influencers

The Crowd

Page 33: Engaging Influencers 2011

www.agentwildfire.com

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?”

Page 34: Engaging Influencers 2011

www.agentwildfire.com

Why are they so damn valuable?

Page 35: Engaging Influencers 2011

www.agentwildfire.com

R E C Sx x x

Four sources of Influencer power

Reach Exposure Credibility Suasion

=

Page 36: Engaging Influencers 2011

www.agentwildfire.com

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

=

Page 37: Engaging Influencers 2011

www.agentwildfire.com

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

=

Page 38: Engaging Influencers 2011

www.agentwildfire.com

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

=

Page 39: Engaging Influencers 2011

www.agentwildfire.com

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

=

Page 40: Engaging Influencers 2011

www.agentwildfire.com

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

=

Page 41: Engaging Influencers 2011

www.agentwildfire.com

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 %

=

Page 42: Engaging Influencers 2011

www.agentwildfire.com

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

=

Page 43: Engaging Influencers 2011

www.agentwildfire.com

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

=

Page 44: Engaging Influencers 2011

www.agentwildfire.com

Who are they?

Page 45: Engaging Influencers 2011

www.agentwildfire.com

The Influencers – Word of Mouth Powerbrokers

Page 46: Engaging Influencers 2011

www.agentwildfire.com

“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 

Page 47: Engaging Influencers 2011

www.agentwildfire.com

“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

Page 48: Engaging Influencers 2011

www.agentwildfire.com

Page 49: Engaging Influencers 2011

www.agentwildfire.com

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? 

Page 50: Engaging Influencers 2011

www.agentwildfire.com

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?  

Page 51: Engaging Influencers 2011

www.agentwildfire.com

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?

Page 52: Engaging Influencers 2011

www.agentwildfire.com

 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?

 

Page 53: Engaging Influencers 2011

www.agentwildfire.com

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?  

 

Page 54: Engaging Influencers 2011

www.agentwildfire.com

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? 

Page 55: Engaging Influencers 2011

www.agentwildfire.com

How to treat them? Collaborate with them?

Page 56: Engaging Influencers 2011

www.agentwildfire.com

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

Page 57: Engaging Influencers 2011

www.agentwildfire.com

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

Page 58: Engaging Influencers 2011

www.agentwildfire.com

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

Page 59: Engaging Influencers 2011

www.agentwildfire.com

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

Page 60: Engaging Influencers 2011

www.agentwildfire.com

How do you activate in real life?

Page 61: Engaging Influencers 2011

www.agentwildfire.com

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

Page 62: Engaging Influencers 2011

62

Never Forget – Humans are Hard Wired Social and Influential Animals

Page 63: Engaging Influencers 2011

www.agentwildfire.com

Page 64: Engaging Influencers 2011

www.agentwildfire.com

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

Explore: The Buzz Report (e-newsletter)Signup at www.AgentWildfire.com

Learn: Executive WOM Seminars