Brian Giesen Ogilvy 360 Degree Digital Influence Practical Steps To Identifying And Engaging Influence

Future of Influence Summit

Practical Steps to Identifying and Engaging Influencers Online

01 Why Social Media Matters

Why Does Social Media Matter?

It’s Where the People Are

Australians have become very active users of

social technologies like blogs, podcasting,

forums, and social networks.

75% of Australian online adults now

use social technologies

50% are members of a social network

25% create their own content

Source: Australian Adult Social Technographics® Revealed, Forrester, November 2008


It’s Where the People Are


Trust is Shifting

Trust in Advertising, Nielsen 7.09


Content is Consumed Differently


Search is the New Home Page


Leads to Smarter Marketing


Generates Offline Action

3,000+ Comments! Less than a dozen could not be published.


It’s Actually Safe… (Really)


Builds Preference

Tourism Australia is Engaging Influential Global

Bloggers and Creating Personalized Travel Experiences

to Generate Word of Mouth.


Addresses Customer Service Issues


Generates Revenue


Leads to Awareness of Health Issues


Expands the Reach of Offline Events


Employees = Hungry for Training

External Blogs Internal Blog Photo Feeds Video Feeds

02 The First Rule of Engaging Influencers…

Strategic Approach to Social Media & Word of Mouth

Conversation Maps Influencer Audits

Blogger & Influencer Engagement Programs

Co-creation Program Design & Management

Live Community Events

Video Content: Viral, Episodic, Channels

Community Design & Management

Social Network Activation

Search Reputation Management

Digital Media Relations

Listening: Message Boards, Blogs, Social Networks, Opinion Sites…

We were sorry to read about your experience and hope to be able to

resolve this issue and regain your confidence in us once again. In order

for us to do so, we’ll need more information from you to access your

account and remedy the situation. Please call Select Comfort directly at

1-800-787-5230 and ask to speak with AJ Stewart.

I will not recommend Sleep Number to anyone again (and I have done so in the

past) and if it comes up in the conversation. I post on Epinions and Craigslist

and intend to mention this in my posts and on my Blog. Instead of using a little

common sense, looking at longtime customer satisfaction, you have lost this

customer for life.

Two days after my diatribe about the Sleep Number bed appeared on this screen,

I was apologized to and told to call a number and ask for a particular person.

When I called I got a nice young lady named Amanda who asked what the

problem was and then the poor dear had to endure my ire while I detailed the

trouble. She listened with patience and asked me to hold on to see what could

be done. About 2-4 minutes later she comes on and says “we’ll be taking that

charge off your Amex”. I rescind my cessation of possible future purchases of

their product. The beds are as good as they advertise.

Planning & Strategy Insights

Listening Post

Brand

Category

Topics

Competitors

Rapid Response & Engagement

Measurement

Conversation Criteria Technology Reporting

Listening Post Conversation CriteriaResearch Methodology: Keywords

Topic Sub-Topics Keywords

Non-Traditional Education and the Kaplan POV

• Online Education• Teacher Focused Model• Student Focused Model• Learner Focused Model

– Online Education - Student focused education– Education + Talent gap - Student centric education– Adaptive education - Student oriented education– Experiential learning - Student goals in education– Experiential teaching - Learner focused education– Work study programs - Teaching for best learning– Life learning and education - Learner oriented education– Change and education - Learner centric education– Education Reform - Diversity and learning – Teacher training - Work experience and learning– New teaching methods - Conscious learning– Better teachers - New teaching

Online University • Online University• Online Grad School • Adult Education• Continuing Education

– Online University - Online MBA– Online College - Online law school– Online Classes - Online graduate program– Internet University - Online career advancement– Internet College - Adult Education– Internet Classes - Continuing Education

Kaplan and Competitors

• Kaplan University• University of Phoenix• Strayer University• Devry University• Walden University• Capella University

– Kaplan University, Kaplan online university, Concord Law*– University of Phoenix, U of P– Strayer University, Strayer– Devry University, Devry– Walden University, Walden– Capella University, Capella

* Because of larger connotations of Kaplan, Inc., we were unable to search simply using the term “Kaplan” as we were for competitors

Monitoring Type

Tools

Free Google Alerts, Google Blogs, Technorati, Blog Pulse Trends, Search.Twitter.com, BoardReader, TweetFeel.com, Facebook Lexicon, TheDailyInfluence.com

Consolidated Monitoring

Radian 6, Buzz Numbers

Advanced Services

Nielsen My BuzzMetricsVisible Technologies (enterprise & response)BrandtologyBuzzLogicCymfony (CGM & traditional)UmbriaKaavaAndiamoBiz360eWatchMediaSource

http://www.google.com/alerts

http://blogsearch.google.com/

http://technorati.com/

http://blogpulse.com/

http://blogpulse.com/

http://search.twitter.com/

http://boardreader.com/

http://tweetfeel.com/

http://www.facebook.com/lexicon/

http://www.thedailyinfluence.com/

Radian6

Radian6

Fast, keyword-driven platform that collects social Web

mentions across multiple global markets.

• English, French, German, Spanish, Italian

ADVANTAGES– Easy, quick set up– Keyword-based – “Source filtering”, i.e. set up a

whitelist to track– Free 7-day trials allow for new biz

work– Very affordable– Easy-to-use user interface, graphs,

charts for reporting

DISADVANTAGES– Keyword pull will catch irrelevant

posts– Does not include sentiment– 30 day history

Crimson Hexagon

Crimson HexagonCrimson Hexagon is ideal for reporting sentiment – it is one of the

few platforms that returns superior automated opinion

reporting.

Opinion Monitor version is strongly recommended over the same

company’s “Buzz” tool, which is a free, but less effective,

Radian6 style tool.

English only

ADVANTAGES– Natural language-based (high

accuracy)– Automated sentiment scoring– Create categories for

“positioning” tracking– Good quantitative tool– Up to 6 month historical data– Easy-to-use user interface,

graphs, charts– “Source filtering”, i.e. set up a

whitelist to track – must request Crimson to have this done

DISADVANTAGES– Takes about 2 weeks for

initial setup– More expensive than

Radian6

Visible Technologies: TruCast

Visible Technologies: TruCastVisible Technologies offers a more comprehensive enterprise-level

CGM monitoring and response solution.

Ideal for operationalizing large organizations to listening and

responding to social media conversation.

English only

ADVANTAGES– Natural language-based (high

accuracy)– Automated sentiment scoring– Structured, easy to

understand interface– Comprehensive data– Measures of influence

(although we use different influence measures)

– Excellent “engagement” tools for flagging and tracking responses

DISADVANTAGES– Takes about 1-2 weeks for

initial setup– Interface can be limiting– More expensive than

Radian6 and Crimson Hexagon

Primary uses

1. Provide marcom insight

2. Assist with rapid response

3. Optimize media

4. Measure brand/campaign metrics

5. Provide product development insight

6. Provide data useful for search optimization

Listening to…Gather Marcom Insights

New business snapshotsConversation MapsOngoing listening posts (daily, weekly reporting)

Listening for…Rapid Response

Monitor a breaking issue online and inform response strategy

Track volume and sentimentFlag conversation for comment or follow up

Listening for…Media Optimization

Analyze key trends in social media discussion around a brand, product or issue

Mine examples of actual vernacular used in social media discussion

Listening for…Measurement

Measure key social media metrics that map back to the Conversation Impact model– Brand positioning % associated with target attributes– Share of voice– Tonality*– Earned social media mentions

*Crimson Hexagon sentiment is automated, Radian6 is manual

Listening for…Product Development

Feature, positioning, pricing and marketing insights for new product development– Quantitative Metrics: Discussion for products in the category

express specific need, e.g. “lower price”– Qualitative Metrics: Discussions around competing products,

desired features, vernacular for marketing, etc

03 Identifying Influencers Online

Karen Cheng

Inbound Links

RSS Subscriptions

Site Traffic

Conversation Index

Recency & Frequency

Identity & Affiliation

http://www.lenovo.com/

http://www.lenovo.com/

Assessing Influence

• Blogs & Twitter

– Number of inbound links

– Frequency/timeliness of posts

– Followers & subscribers

– Number and content of comments

– Affiliation of author

– Search engine visibility

– Traffic

– RSS feed subscriptions

• Videos & Photo Communities

– Number of views and downloads

– Number and content of comments

– Ratings/peer assessment

– Relevant groups

– Number of subscribers

– Number of inbound links

• Message Boards & Forums

– Breadth of boards

– Quantity and timeliness of activity


– Affiliation

– Membership numbers

– Traffic

• Social Networks

– Membership numbers

– Types of community features present

(e.g., profiles, blogs, video, message

boards)

– Activity level on features

– Affiliation


Influence

Relevance

+

+

“Mapping” New Influencers

Ford Social Media: Influencer Mapping

Influencer Segmentations

How to create an influencer audit

1. Determine categories of influencers to target based on DI

Strategy

2. Use tools to search for influencers:

― Blogs: Technorati, blogrolls, Google (Google blogs),

― Message Boards: Boardreader, Google (issue+forum), WhirlPool

― Social Networks: Mashable

― Multimedia: You Tube, Metatube, Flickr, Google Images

― Bookmarking Sites: Digg-like.com, del.icio.us, sk*rt

― Consumer Review Sites: Epinions, Amazon

― Groups: Google groups, Yahoo groups

3. Follow Blog Rolls

How to create an influencer audit

4. Use Tools to Determine Influence

– Frequency of Posts: read blog/forum

– Quality/Frequency of Comments: read blog/forum

– Traffic: Quantcast.com, Compete.com, Media Kits

– Affiliation: About page, news search

– Search Visibility: Google topic + blog

– Followers: Read Twitter profile

– Membership: Read forum “About” page or bottom of homepage

WORK SESSION:

Create an Influencer Audit

Find & document 1 influencer

relevant to your business/client in

each of the following categories:

1. Blogger or Microblogger (Twitter)

2. Message Board or Social Network Group

3. Multimedia (photos/video)

*How to be a human being, play well with others, show some respect and not shoot yourself or your client in the foot

04 Engaging Influencers

How to Reach Out to Bloggers

STEP 1: Familiarize Yourself

Have they posted about your client (issue, brand or

product) in the past? What has been the tone of the

post? Positive? Negative?

Have they posted about being “pitched” in the past and

being turned off? Have they talked about someone who

reached out to them in an effective way?

What do they write about and in what context are they

likely to write about your client’s brand, product or issue?

Are they serious? Do they like to make people laugh?


STEP 2: Contact Them Appropriately

Send the blogger a personal email (no cut and paste jobs) and clearly identify

yourself.

Tell them why you are specifically reaching out to them. What was it about their blog

that makes them relevant?

If you get a response from the blogger indicating that they are willing to engage,

follow up right away: send product for them to review or additional information

they’ve requested.

Urge bloggers to be transparent about the projects on which they are engaged and

divulge any relevant information: do they get to keep the products they review?

Don’t pester them unnecessarily, but build relationships with influential bloggers who

are relevant to the clients with which you work so that you can approach them

again in the future.


STEP 3: Offer Something of Value

Serve as an advisor as you develop and launch your campaign

Provide them with an experience (event, access, exclusive

content)

Become a host, face or visible contributor to your effort

Co-create content

Participate in offline events, summit, blog storms

If engaged in a meaningful and engaging way, influencers

help create organic WOM among target audiences

Blogger Code of Ethics

Code of Ethics Download

Code of Ethics Take 2

Code of Ethics Take 1

http://blog.ogilvypr.com/?p=244



Sample E-mail from Nestle Crunch

Hi Jeremy,

I’m working with Nestle Crunch on a Wii giveaway contest and I wanted to see if Discovering Dad would be interested in

participating. When I found your blog, I loved your commitment to being a good dad and the playful way that you interact

with your kids. The Crunch brand is all about finding the kid in you no matter what your age. That means doing something

that you enjoyed as a kid like playing on the capture the flag or "don’t step on the cracks", or eating candy before dinner. As a

dad, I’m sure you can relate to this concept of having a young, playful spirit.

We would love to involve you in the "For the Kid in You" (www.forthekidinyou.com, www.facebook.com/nestlecrunch)

campaign, which aims to start an online conversation about what people do to keep the kid in themselves alive. Would you be

interested in working with us to create a contest around this theme and give away a Nintendo Wii game system to one of your

readers?

We'd never ask you to talk about Nestle Crunch without giving you a little product experience yourself. In addition to doing a

Wii give away for your readers, we would also send you a piñata filled with Nestle Crunch bars so you can inspire the kid in you

with this fun game. This might not be good for your diet (I know I’d have a hard time resisting), but it could be fun for a

summer BBQ.

Please let me know if you would be interested in helping us jump start this conversation and give away a Nintendo Wii. If you

are, I will provide you will more information about the contest.

I look forward to hearing from you.

Warm Regards,

Sarah

PS- Here at Ogilvy, we have a code of ethics that we use to reach out to bloggers. Check it out here. You can also read my bio

to find out a little bit more about me.

What NOT to do…

Not Following the Blogger Code of Ethics…

“You are a marketer, and you obviously didn't

read my post about what crap it is that your

client is NOT producing real food. It's an insult

to real food.

But thanks for giving me something ELSE to

blog about.

Sorry. Read the blog next time.”

Best Practice Blogger Engagement

1. Do Your Homework

2. Engage. Don't Pitch.

3. Write The Perfect Email.

4. Remember It's Not Their Day Job.

5. Follow The Code…

1. We reach out to bloggers because we respect

your influence and feel that we might have

something that is “remarkable” which could be of

interest to you and/or your audience.

2. We will only propose blogger outreach as a

tactic if it complements our overall strategy. We

will not recommend it as a panacea for every

social media campaign.

3. Before we email you, we will check out your

blog’s About, Contact and Advertising page in an

effort to see if you have blatantly said you would

not like to be contacted by PR/Marketing

companies. If so, we’ll leave you alone.

4. We will always be transparent and clearly

disclose who we are and whom we work for in our

outreach email.

5. We won’t pretend to have read your blog if we

haven’t, and we’ll make a best effort to spend

time reading the blogs we plan on contacting.

6. In our email we will convey why we think you,

in particular, might be interested in our client’s

product, issue, event or message.

7. We will seek to present you with a range of

opportunities to work together around a

campaign, so that you can create the best

experience possible for your audience. We

acknowledge that, when it comes to knowing your

audience, you are the expert.

8. We encourage you to disclose our relationship

with you to your readers, and will never ask you

to do otherwise.

9. You are entitled to blog on information or

products we give you in any way you see fit. (Yes,

you can even say you hate it.)

10. If we reach out to you with news about a

product, campaign or issue, we will not provide

monetary compensation, because we believe it is

unethical to “buy” favorable reviews and not want

to appear as if we are.

11. If you have advertising opportunities on your

blog, we will counsel our clients to consider

purchasing advertising as a way to reach your

readers. We will make it clear, however, that

paying for advertising does not mean that you

will post about the campaign or …

12. If we engage you as an advisor on a specific

project, we will consider providing you with

compensation (agreed upon at the start of the

project).

WORK SESSION: Write Blogger Outreach Email

1. Choose an influencer from the Influencer

Audit.

2. Determine how they could best get involved

in your campaign.

3. Draft an email asking them to participate.

To Sum Up...

To Sum Up...

• Many business reasons for participating in social media

• Listening is the best first step to getting started and there

are many free and paid tools available

• Identifying and engaging influencers makes it easier

for WOM to spread farther, faster, and to a wider audience

• When engaging consumer influencers, remember to do

your homework, contact appropriately, and follow the code

of ethics

One company that goes with this online-

initiated flow is Ogilvy.“

“Ogilvy's digital specialist Brian Giesen outlined

the best strategies for getting business results on

social networking site Twitter.

”“

”

”

25 China Experts you should follow on

Twitter… Thomas Crampton.

THANK YOU!

Brian Giesen

Director | 360° Digital Influence

Ogilvy

p 61 2 8281 3853

e [email protected]