Social media and influence – New approaches for brands Ann Longley, Head of Social Strategy, MEC

July 2012

Topics for today

Influence and the social web

Implications for brands

Identifying and engaging with influencers

Topics for today

Influence and the social web

Implications for brands

Identifying and engaging with influencers

The web is increasingly organised around people & their networks - not just information

Source: Peer Index

Supercharging word of mouth

Source: Touchgraph for Facebook Paul Adams, Grouped

On the social web, influence spreads through strong and weak ties

It is not just the well-connected hubs that are important

Traditional media still has a role to play – but today anyone can break the news

Or become influential - putting brands on the back foot

Source: http://www.davecarrollmusic.com/ http://www.huffingtonpost.com/2009/07/24/united-breaks-guitars-did_n_244357.html

Source: Gary McLeod: http://www.wired.com/business/2012/04/ff_klout/

Consumers are becoming savy about their power as new methods of discerning influence emerge

Topics for today

Influence and the social web

Implications for brands

Identifying and engaging with influencers

Although their methods may be imperfect, these start-ups are influencing brands and fans

Palms Casino Resort used Klout to identify VIPS

Understanding influence dynamics is now business critical – a way to protect and grow your business

Providing perks for influencers is becoming BAU

Topics for today

Influence and the social web

Implications for brands

Identifying and engaging with influencers

Differentiate between internal and external influencers – do not discount internal influencers

Provide training and guidelines

6 Dimensions of influence

Shares relevant brand content

Is engaged with his/ her network group

Has an opinion on your brand or category

Offers help and advice on brand or category related queries

Creates original and relevant brand content

Knowledge of the brand and category content

1

2

3

4

5

6

Source: MEC Influencer ID

Select a sound method to identify external influencers

Fans (25%) Super Fans (24%)

Pundits (12%)

Compers (20%)

Celebs/ Bloggers (19%)

MEC’s Influencer Id segments influencers based on their online behaviour

Once you’ve found them – know what you want to do with them

Source: Gary McLeod: http://www.wired.com/business/2012/04/ff_klout/ http://www.thesun.co.uk/sol/homepage/showbiz/4342656/Kardashian-accuses-British-Airways-of-stealing-from-luggage.html

Provide a range of content

Turn detractors into advocates

Encourage their involvement

Recognise their contribution

Deep engagement can help future proof your business

Be ready for dialogue – Engage don’t suppress

Monetise advocacy

Measure to demonstrate value

THANKS @annmargaret