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Engaging Advocates

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Information about Engaging Advocates
Marketing

Published on February 25, 2014

Author: BMAChicago

Source: slideshare.net

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What Makes an Influencer? 2014 Suzanne Fanning @suzannewomma William Chamberlin @horizonwatching

Proud to Call WOMMA Members

Points of Reference: #womma Download the Guidebook: womma.org/influencers 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 3

Influencer Guidebook Author Team Neil Beam MotiveQuest William Chamberlin IBM Jane Collins BlogHer Susan Emerick IBM Michael Fein Fanscape Amy Laine IBM Ashley Libby The Anca Group Dhara Naik Social@Ogilvy

65% of brands participate in Influencer marketing 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) TechnoratiMedia 2013 5 Digital Influence Report

Fill in the blanks… It’s the greatest invention since _____________ _____________ 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) Sliced Bread example from Seth Godin’s Ted Talks 6

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People trust recommendations from people they know Text ads on mobile phones Display ads on mobile devices Online banner ads Online video ads Ads before movies Ads on social networks Ads on radio Ads served in search engine results Billboards and other outdoor advertising TV program product placements Brand sponsorships Ads in magazines Editorial content such as newspaper articles Emails I signed up for Ads in newspapers Branded websites Ads on TV Consumer opinions posted online Recommendations from people I know 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Nielsen: Global Trust in Advertising and Brand Messages, September 2013 (link) 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 8

People also trust employees more than official brand sources Survey Question Respondents 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) 9

Social Engagement— It’s not just a fun side project anymore In the next 5 years, marketers expect to 15.8% spend 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 BMA - Engaging Advocates (Fanning/Chamberlin) 10

Influencers Prcouture.com

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 minorities http://pre.aps.org/abstract/PRE/v84/i1/e011130 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 12

Influencer Definitions 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 13

1. Influence (v.) 2. Key Influencer (n.) Influencer Definitions 3. Influencee (n.) 4. Influencer Marketing (v.) 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 14

The WOMMA Team COO The ability to cause or Liz Gannini President Influence contribute to a Liz@womma.org change in Suzanne Fanning Suzanne@womma.org opinion or behavior Sponsorship Kat Frerichs Kat@womma.org

Key Influencer 19Feb2014 A 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 BMA - Engaging Advocates (Fanning/Chamberlin) 16

Influencee A person who changes his or her opinion or behavior as the result of exposure to new information

Influencer Marketing 19Feb2014 The act of a marketer or communicator engaging with key influencers to act upon influencees in pursuit of a business objective BMA - Engaging Advocates (Fanning/Chamberlin) 18

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) 19

1. Industry 3 Levels of Program Considerations 19Feb2014 2. Brand 3. Influencer Attributes BMA - Engaging Advocates (Fanning/Chamberlin) 20

Attributes 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 21

19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 22

19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 23

5 Categories of Influencers 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 24

The WOMMA Team COO Liz Gannini Liz@womma.org President Suzanne Fanning Suzanne@womma.org Sponsorship Kat Frerichs Kat@womma.org

Advocate 19Feb2014 An individual who shows support for, pleads the case of or defends, cause, product or service while remaining formally unaffiliated with the brand and remunerated BMA - Engaging Advocates (Fanning/Chamberlin) 26

19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 27

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

19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 29

AKA the ‘everyman’ of influence, otherwise average people who have a greater than average likelihood to influence through their social network

19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 31

The WOMMA Team COO President Individuals who, Gannini by Liz Liz@womma.org definition of job Suzanne Fanning Suzanne@womma.org function, are in the position to influence others directly Sponsorship through their authoritative Kat Frerichs Kat@womma.org or instructive statements

19Feb2014 Acting Surgeon General Rear Admiral (RADM) Boris D. Lushniak, M.D., M.P.H. BMA - Engaging Advocates (Fanning/Chamberlin) 33

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) 34

19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 35

Most Influencer programs draw from Citizen and Advocates and create Ambassadors 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 36

Exploring Characteristics of the Different Influencer Types Intermittent or onetime advocacy either about a brand or experience Have positive sentiment towards the brand Open and willing to share specific experiences with others Independent from the brand Everyday people Social beings who naturally talk and share information with people in their network Share to help friends and colleagues, not necessarily a brand Have a neutral or balanced stance in opinions and experiences, giving both positive and negative perspectives Trusted by their network and considered authentic Sustained passion for the brand and the brand’s cause Possess similar qualities and values of the brand – shares the brand mission Strong team players Teachable in terms of methods and messaging to spread the word Intrinsically motivated to support and endorse the brand and its purpose 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 37

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. 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) http://insight.kellogg.northwestern.edu/articl 38 e/people_are_talking/

How Do We Harness the Power of Influencers? 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 39

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

Sample Influencers Identification & Establish an Influencer Program Analysis Process •Collect a comprehensive list of potential influencers Listen •Identify twitter handles, blogs, forumsAct have high authority and are Plan Measure which Step 1 actively generating content relevant to the topic Objectives • Identify Influencers Develop influencer Execute Influencer Report on • Perform longitudinal marketing & engagement Engagement strategy established and daily online strategies and action Plans, influencer •Collect Social Data; Access social media presence of each individual metrics influencer activity & targeting key engagement influencers and calculate a cumulative influence score and rank KPI’s conversation influencers and Step 2monitoring Approach • Feed Influencer • Conduct Influencer • Educate / train • Reach Database Marketing & • Authority •Build an Influencer database. Track andemployeesrelationships with manage to use • Create Self service Engagement Workshops self-service • Engagement influencers influencer • Connectivity Step 3dashboards • Employ Social dashboards. • Sentiment Analytic tools • Teams engage per • Key themes strategy & action •Develop profile page for top ranked Influencers plans Step 4 •Profile to include influencers’ Photo, Bio, Location, Relationship History, Sample snippet, Digital presence, Topics covered

Sample Influencer Profile Jennifer Cassidy  Chief Digital Officer, XYZ Company Data for illustrative purposes only Digital Presence:  Blogs www.jcdigital/blog Influencer Rank Authority 1/5 Inlink Count (Relative tier of influence among identified influencers) Profile: 9 245 Traffic Rank 70404 Reach 89 # of Followers 8687 # of Relevant Tweets 69  Twitter  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 Twitter ID: JCDigital Authority 10 Average Authority of 4.7 Followers  Other Social Networks Location: Greater New York City Area, U.S.A. Sentiment: Negative Neutral www.linkedin.com/in/JCDigital # of Connections Positive 395 www.facebook.com/JCDigital Major Topics/Themes Covered: # of Friends 206  Digital Customer Experience  Social Media Marketing  Digital Content Distribution 19Feb2014  News # of News Articles in Which Influencer Was Quoted/Mentioned BMA - Engaging Advocates (Fanning/Chamberlin) 15 42

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.

How to Measure an Influencer Program 19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 44

1. Potential to influence (before) How to Measure an Influencer Program 19Feb2014 2. Actual, observed influence (after) BMA - Engaging Advocates (Fanning/Chamberlin) 45

Influence is not measured through any single social or digital metric. 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. Conversation Participants (Contributors) Influencer Reach Authority » Number of social venues » Subscribers, followers » Site traffic » Number of backlinks » Standing in community » Share of amplified content Engagement Consumers Reached by the Influencer Connectivity Online Community » Share of relevant posts » Frequency of conversation » Amount of posted content 19Feb2014 » Who is following » Cross-topic connectivity » Influence flow BMA - Engaging Advocates (Fanning/Chamberlin) 46

Example Authority Metrics Blogs Authority Twitter 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) 47

Sample Influencer Profile Jennifer Cassidy  Chief Digital Officer, XYZ Company Data for illustrative purposes only Digital Presence:  Blogs www.jcdigital/blog Authority Inlink Count Profile: 9 245 Traffic Rank 70404 Reach 89 # of Followers 8687 % Relevant Tweets 20%  Twitter  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 Twitter ID: JCDigital Authority % Link Shares 10 40%  Other Social Networks Location: Greater New York City Area, U.S.A. Sentiment: Negative Neutral www.linkedin.com/in/JCDigital # of Connections Positive 395 www.facebook.com/JCDigital Major Topics/Themes Discussed: # of Friends 206  Digital Customer Experience  Social Media Marketing  Digital Content Distribution 19Feb2014  News # of News Articles in Which Influencer Was Quoted/Mentioned BMA - Engaging Advocates (Fanning/Chamberlin) 15 48

1. Trust 2. Integrity Ethics 3. Respect 4. Honesty 5. Responsibility 19Feb2014 womma.org/ethics BMA - Engaging Advocates (Fanning/Chamberlin) 49

1. Educate 2. Monitor Disclosure 3. Disclose 4. Align Partners 19Feb2014 womma.org/ethics BMA - Engaging Advocates (Fanning/Chamberlin) 50

19Feb2014 BMA - Engaging Advocates (Fanning/Chamberlin) 51

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 Philip Sheldrake Euler Partners Barry Leggetter AMEC Richard Bagnall Metrics Sean Williams 19Feb2014 News Group Holding Communications Ammo David Geddes Geddes BMA - Engaging Advocates (Fanning/Chamberlin) Analytics 52

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