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What Makes an Influencer?2014
Suzanne FanningWilliam Chamberlin
@suzannewomma @horizonwatching
Proud to Call WOMMA Members
BMA - Engaging Advocates (Fanning/Chamberlin) 3
Points of Reference:
#womma
Download the Guidebook:womma.org/influencers
19Feb2014
Neil BeamMotiveQuest
William ChamberlinIBM
Jane CollinsBlogHer
Susan EmerickIBM
Michael FeinFanscape
Amy LaineIBM
Ashley LibbyThe Anca Group
Dhara NaikSocial@Ogilvy
Influencer Guidebook Author Team
BMA - Engaging Advocates (Fanning/Chamberlin) 5
65% of brands participate in Influencer marketing
TechnoratiMedia 2013 Digital Influence Report
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 6
Fill in the blanks…
It’s the greatest invention since _____________ _____________
Sliced Bread example from Seth Godin’s Ted Talks
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 719Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 8
People trust recommendations from people they know
Nielsen: Global Trust in Advertising and Brand Messages, September 2013 (link)
Recommendations from people I knowConsumer opinions posted online
Ads on TVBranded websites
Ads in newspapersEmails I signed up for
Editorial content such as newspaper articlesAds in magazines
Brand sponsorshipsTV program product placements
Billboards and other outdoor advertisingAds served in search engine results
Ads on radioAds on social networks
Ads before moviesOnline video ads
Online banner adsDisplay ads on mobile devices
Text ads on mobile phones
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 9
People also trust employees more than official brand sources
Survey QuestionRespondents who replied “extremely credible” or “very credible” to the following question:If you heard information about a company from one of these people, how credible would that information be?
Employees
Non-Employees
Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012.19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 10
Social Engagement—It’s not just a fun side project anymore
In the next 5 years, marketers expect to spend
15.8% of their budgets on social engagement, more
than twice the current level!
CMO Survey: https://faculty.fuqua.duke.edu/cmosurveyresults/Topline_Report_Aug-2013-Final.pdf
19Feb2014
Influencers
Prcouture.com
BMA - Engaging Advocates (Fanning/Chamberlin) 12
Scientists found that it only takes
10% of a population holding an unshakable belief in order to convince the majority to adopt the same belief.
They found this is ALWAYS the case
Social influence though the influence of committed minoritieshttp://pre.aps.org/abstract/PRE/v84/i1/e011130
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 13
InfluencerDefinitions
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 14
InfluencerDefinitions
1. Influence (v.)
2. Key Influencer (n.)
3. Influencee (n.)
4. Influencer Marketing (v.)
19Feb2014
The WOMMA Team
President
Suzanne [email protected]
COO
Sponsorship
The ability to cause or contribute to a change in opinion or behavior
Influence
BMA - Engaging Advocates (Fanning/Chamberlin) 16
Key InfluencerA person or group of people who possess greater than average potential to influence due to attributes such as frequency of communication, personal persuasiveness or size of and centrality to a social network, among others
19Feb2014
InfluenceeA person who changes his or her opinion or behavior as the result of exposure to new information
BMA - Engaging Advocates (Fanning/Chamberlin) 18
The act of a marketer or communicator engaging with key influencers to act upon influencees in pursuit of a business objective
Influencer Marketing
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 19
Q: Why do we need to define and describe influencers and attributes?
Q: How will it help someone running an influencer program?
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 20
3 Levels of Program Considerations
1. Industry
2. Brand
3. Influencer Attributes
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 21
Attributes
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 22
Attribute Description
Affiliation with Brand
The extent to which an influencer is affiliated with the brand. Are they seen as independent and unbiased or possessing bias? Is there a formal relationship between the individual and the brand? Are they compensated?
Reach A count of the number of people that the individual is connected to directly or indirectly via social media and off-line channels. This represents the potential number of people who could possibly receive a message from the individual.
Network Centrality
The number and strength of connections between people in a social network. This is a statistical term and is readily modeled using software when data is accessible.
Intent to Influence The motive of the individual when communicating. While this is difficult to measure, the influencer’s intent can affect their perceived trust and the outcomes achieved.
Degree of Enthusiasm
Often measured as sentiment. The strength of emotion expressed in a conversation for a given subject.
Venue Duration The length of time in which the individual is engaged in a venue (Facebook, Twitter, user group, community, etc.).
Topic Duration The length of time in which the individual posts on a given subject.19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 23
Attribute Description
Frequency of Content
The number of repetitions of posting content on a given subject in a unit of time.
Content Quality The degree to which the content is well written, well timed, engaging, visually appealing and audience specific.
Content Engagement
The extent to which other people recirculate or propagate the content: Virality; Number of comments; Retweets; Forwards; or Samplings.
Two-Way Engagement
The extent to which the individual engages with others in a two-way dialogue. The degree to which the individual pushes content versus interacts.
Authority and Credibility
The extent to which the individual possess expertise, trust and commands respect. Authority and credibility is earned or achieved through education, elections, experience or time. In some cases, it is bestowed by the community.
Geographic Reach Where the individual is effective. Consider global, national and local, as well as language spoken and online versus offline.
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 24
5 Categories of Influencers
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 26
AdvocateAn individual who shows support for, pleads the case of or defends, cause, product or service while remaining formally unaffiliated with the brand and remunerated
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 2719Feb2014
An individual remunerated by or otherwise ‘allied’ with a brand or cause whose actions are, in some manner, endorsed by the brand with an acknowledged and transparent affiliation that is mutually beneficial
BMA - Engaging Advocates (Fanning/Chamberlin) 2919Feb2014
AKA the ‘everyman’ of influence, otherwise average people who have a greater than average likelihood to influence through their social network
BMA - Engaging Advocates (Fanning/Chamberlin) 3119Feb2014
The WOMMA Team
President
Suzanne [email protected]
COO
Sponsorship
Individuals who, by definition of job function, are in the position to influence others directly through their authoritative or instructive statements
BMA - Engaging Advocates (Fanning/Chamberlin) 33
Acting Surgeon General Rear Admiral (RADM) Boris D. Lushniak, M.D., M.P.H.19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 34
An individual whose name recognition commands a great deal of fascination and has the ability to use their status to communicate with broad effect, either as advocate or ambassador
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 3519Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 36
Most Influencer programs draw from Citizen and Advocates and create Ambassadors
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 37
Exploring Characteristics of the Different Influencer Types
Intermittent or onetime advocacy either about a brand or experienceHave positive sentiment towards the brandOpen and willing to share specific experiences with othersIndependent from the brand
Sustained passion for the brand and the brand’s causePossess similar qualities and values of the brand – shares the brand missionStrong team players Teachable in terms of methods and messaging to spread the wordIntrinsically motivated to support and endorse the brand and its purpose
Everyday people Social beings who naturally talk and share information with people in their networkShare to help friends and colleagues, not necessarily a brandHave a neutral or balanced stance in opinions and experiences, giving both positive and negative perspectivesTrusted by their network and considered authentic
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 38
There is a direct link between online advocacy and offline sales.
When advocacy increases, sales increase; When advocacy decreases, sales also decrease.
In certain cases 53% of a brand’s sales volume change can be explained by changes in online advocacy.
http://insight.kellogg.northwestern.edu/article/people_are_talking/19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 39
How Do We Harness the
Power of Influencers?
19Feb2014
Developing an Influencer Marketing Program
Listen Plan Act Measure
Objectives • Identify Influencers• Monitor influencer
activity & conversations
• Develop influencer marketing & engagement strategies
• Establish Metrics
• Target key influencers
• Develop / Improve relationships
• Report on established influencer engagement metrics and KPI’s
Approach • Build Influencer Database and Profiles
• Employ Social Analytic tools
• Hold planning sessions • Educate / train employees.
• Teams engage online and offline per strategy & action plans
• Reach• Authority• Engagement• Connectivity• Sentiment• Key themes
Establish an Influencer Program
Listen Plan Act Measure
Objectives • Identify Influencers• Perform longitudinal
and daily online influencer activity & conversation monitoring
Develop influencer marketing & engagement strategies
Execute Influencer Engagement strategy and action Plans, targeting key influencers
Report on established influencer engagement metrics and KPI’s
Approach • Feed Influencer Database
• Create Self service dashboards
• Employ Social Analytic tools
• Conduct Influencer Marketing & Engagement Workshops
• Educate / train employees to use self-service influencer dashboards.
• Teams engage per strategy & action plans
• Reach• Authority• Engagement• Connectivity• Sentiment• Key themes
Sample Influencers Identification & Analysis Process
Step 1
• Collect a comprehensive list of potential influencers• Identify twitter handles, blogs, forums which have high authority and are
actively generating content relevant to the topic
Step 2
• Collect Social Data; Access social media presence of each individual influencers and calculate a cumulative influence score and rank
Step 3
• Build an Influencer database. Track and manage relationships with influencers
Step 4
• Develop profile page for top ranked Influencers• Profile to include influencers’ Photo, Bio, Location, Relationship History,
Sample snippet, Digital presence, Topics covered
BMA - Engaging Advocates (Fanning/Chamberlin) 42
Jennifer Cassidy Chief Digital Officer, XYZ
Company
Digital Presence: Blogs
Other Social Networks
News
www.jcdigital/blog
Authority 9
Inlink Count 245
Traffic Rank 70404
Reach 89
www.linkedin.com/in/JCDigital
# of Connections 395
Profile: Jennifer has 20 years of experience in high-profile
global roles in both advertising agencies and corporate marketing. She has been blogging externally about digital marketing since 2006
Major Topics/Themes Covered: Digital Customer Experience Social Media Marketing Digital Content Distribution
Location: Greater New York City Area, U.S.A.
Sentiment: Negative Neutral Positive
Influencer Rank(Relative tier of influence among identified influencers)
1/5
Twitter ID: JCDigitalAuthority 10 # of Followers 8687
# of Relevant Tweets 69Average Authority of
Followers 4.7
www.facebook.com/JCDigital
# of Friends 206
# of News Articles in Which Influencer Was Quoted/Mentioned 15
Sample Influencer Profile Data for illustrative purposes only
19Feb2014
Building Relationships With Influencers
• Learn what matters to them by understanding their content
• Interact with them. Comment on their content. Promote their content
• Explore their connections with you, each other, and other people- get involved
• Find opportunities and commonalities to build relationships with them.
BMA - Engaging Advocates (Fanning/Chamberlin) 44
How to Measure an Influencer Program
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 45
How to Measure an Influencer Program
1. Potential to influence (before)
2. Actual, observed influence (after)
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 46
Influence is not measured through any single social or digital metric.
Online Community
Influencer Consumers Reached by the Influencer
Conversation Participants (Contributors) Authority
» Number of backlinks» Standing in community» Share of amplified
content
Connectivity» Who is following » Cross-topic connectivity» Influence flow
Reach» Number of social
venues» Subscribers, followers» Site traffic
Engagement» Share of relevant posts» Frequency of
conversation» Amount of posted
content
Influencer identification must consider the individual’s reach, authority, engagement and connectivity within an online community based on a collection of qualitative and quantitative metrics.
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 47
Example Authority Metrics
Twitter AuthorityBlogs Authority• Number of unique in
links to the blog over the last year
• Number of bookmarks at social sites
• Readership information if publicly available
• Posting frequency• Number of follow up
comments
• Number of followers• Follower to followed
ratio• Total number of
tweets• Total number of
retweets
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 48
Jennifer Cassidy Chief Digital Officer, XYZ
Company
Digital Presence: Blogs
Other Social Networks
News
www.jcdigital/blog
Authority 9
Inlink Count 245
Traffic Rank 70404
Reach 89
www.linkedin.com/in/JCDigital
# of Connections 395
Profile: Jennifer has 20 years of experience in high-profile
global roles in both advertising agencies and corporate marketing. She has been blogging externally about digital marketing since 2006
Major Topics/Themes Discussed: Digital Customer Experience Social Media Marketing Digital Content Distribution
Location: Greater New York City Area, U.S.A.
Sentiment: Negative Neutral Positive
Twitter ID: JCDigitalAuthority 10 # of Followers 8687
% Relevant Tweets 20%% Link Shares 40%
www.facebook.com/JCDigital
# of Friends 206
# of News Articles in Which Influencer Was Quoted/Mentioned 15
Sample Influencer Profile Data for illustrative purposes only
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 49
Ethics
1. Trust
2. Integrity
3. Respect
4. Honesty
5. Responsibility
womma.org/ethics19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin) 50
Disclosure
womma.org/ethics
1. Educate
2. Monitor
3. Disclose
4. Align Partners
19Feb2014
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BMA - Engaging Advocates (Fanning/Chamberlin) 52
The 2013 Influencer Handbook is the work of the highly esteemed Research & Measurement Council and
includes information from the following contributors:Neil Beam MotiveQuest
Ashley Libby The Anca Group
William Chamberlain IBM
Jane Collins BlogHer
Susan Emerick IBM
Amy Laine IBM
Michael Fein Fanscape
Dhara Naik Social@Ogilvy
Brad Fay Keller Fay
#SMMStandards / smmstandards.org
Katie Paine News Group Holding
Philip Sheldrake Euler Partners
Barry Leggetter AMEC
Richard Bagnall Metrics
Sean Williams Communications Ammo
David Geddes Geddes Analytics19Feb2014