Engaging The Influencers by Agent Wildfire

Engaging Influencers

November 24, 2009

Sean Moffitt @SeanMoffittPresident & Chief Evangelist,

Agent WildfireOct 22, 2009

www.agentwildfire.com

Speaking of Influencers….

http://bit.ly/3MIf4xIt’s Movember time – join my team

http://bit.ly/3MIf4x


We find and work with Influencers


- 40 industry/social media experts

- 100 brand communities/ initiatives

-Ongoing…


Some of these people are not like the others….


Huh?….


If anything the social web has demonstrated the importance of influencers….


The open web has exposed our social graph….


Influence is distributed unevenly in life, social media ….and in this room

LinkedIn People with $200k+ income, 7 times more likely to have +150 connections

60% of members have high incomes and hold executive/consultant positions

Twitter 10% of audience is posting 90% of tweets

0.7% of Twitter users are followed by 1000+ users

Wikipedia 0.7% of users edit 50% of the articles

1.8% of users write 70% of the articles


The social web works based on a small passionate group providing benefit to the

masses

Digg Top 20 users post 25% of front page content

Top 100 users post 56% of front page content

Blogs High authority bloggers post 300x more than low authority bloggers

¾ of bloggers are college grads

In general Influencers have twice as many social connections as average people

Influencers are twice as involved in community activities


1800People

Strength

Me in 1992 Me in 2009

150150

2000

5000

1855

8000

1700

X 12

X 12

X 500

X 120

X 170

X 72

X 170

2.8 MillionPeople

Strength


For less than 15% of your audience this is actually true:

“I don't know how to put this but I'm kind of a big deal.

People know me.

I'm very important.”


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


Only 25% of people in the world are supertasters….


Only 5% of people in the world have absolute pitch….

www.agentwildfire.comOnly 3% of people are tetrochromats….


Less than 1% of people have photographic memory….


Only 10% of golfers can break 90, 1% break 80 and 1.25 × 10-10 play like Tiger


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


Let’s consider another industry


Salary Multiple Over Ave. Income

Top 100 Players NHL - $6.2 Million 177.1x

Next 900 Players NHL - $1.5 Million 42.9x

Next 1,000 Players AHL - $75,000 2.1x


Expense Per Capita Multiple Over Joe TV

Top 25 Journalists $50k $2,000 22222x

Top1000 Influencers $xxk ???? ???

An Acquisition $50k $10.00 111.1x

TV Viewer $50k $ 0.09 1x

Now the Influencers


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


Should we care? Why do we care?


Let’s talk about the elephant in the room…

• Shifts in media• Shifts in technology• Shifts in

demographics• Shifts in customer

needs• Shifts in business

models

Fundamental changes are occurring in – the environment we build brands……


To sum up…

Brand Prerogative – Engaged Brands Grow, Closed Brands Don’t

Engaged brand value +18%

Non-engaged brand value -6%

Source: Interbrand 2009 Best Global Brand s report


Who are we turning too…


We’re turning the marketing model upside down


The Fastest Growing Marketing/Media Segments

Expected 5 year Compound Annual Growth Rate

Word of Mouth 27%Internet/Mobile 14%Branded Entertainment 13%Custom Publishing 11%Out of Home 10%

Source: Veronis Suhler Stevenson


What forms of new media/marketing will experience the biggest growth in the next few years (out of 22 types)?

Source: Agent Wildfire Buzz Report 2009

Social media marketing 37%Social network marketing 35%Mobile marketing 34%User-generated Content 31%Influencer marketing 28%


Why are they so damn valuable?


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 innvoator, Influencers are creative partners and crowdsourced sources of solutions and ideas

Brand Insight - as a researcher or innovator, Influencers are a savvy alchemy of wisdom and feedback

Brand Support - As an organization, Influencers, when dealt with appropriately, are extraordinarily effective and valuable brand ambassadors and cust. service agents


R E C Sx x x

Four sources of Influencer power

Reach Exposure Credibility Suasion


Who are they?


Not Everyone Participates Equally


The Influencers – Word of Mouth Powerbrokers


Six Types of Influencers


“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


“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


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 Canada in the last 12 months?- Do you like to create new stuff in your spare time?


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?


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?


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?


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?


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 friend s 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?


How are they motivated?


Turning Users, Customers andConsumers

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

Word of Mouth – A Different Mission


“It’s Who They Are” “It’s What You Do” “It’s Who You Are”

10 Audience Attributes 15 Buzz Firestarters 11 Inescapable Traits

Three Basic Reasons Why Ideas Spread


ExplicitlyMotivated

Extrinsic-ally

Motivated

Intrinsic-ally

Motivated

The Brand/Product The Experience The Person

THE BUILDING BLOCKS OF WORD OF MOUTH – THE 36 REASONS WHY PEOPLE BUZZ -

Passionate About the Topic

Logo Lovers

Knowledge Seekers

Social Brokers

Altruistic

Self-Expressives

ReciprocityDealers

Ego-Driven

Involved/Committed

$$

Social Currency

Brand Experience

Fame

VIP treatment/Customization

Scarcity

Intimacy

Influence

Visibility

Tight Boundaries

Rallying Cry

Rewards

Expertise

Bite-Sized Participation

Network Effects

Memes

Remarkable/Outrageous

Innovative

The Best At What You Do

Authentic

Liberating/Problem Solving

Trustworthy

Edgy

Likable

Easy to Talk About

Sensory

Ritualistic

Feedback Seekers

The Who

It’s because of them

#1 - Passionate about the topic#2 - Logo Lovers#3 – Knowledge Seekers#4 - Social Brokers#5 – Altruistic#6 – Involved/Committed#7 – Feedback Seekers#8 – Ego-driven#9 – Reciprocity Dealers#10 – Self-Expressives


Sophisticated “Who” WOM Marketers

http://www.threadless.com/

It’s because of what you provide

#11 – Social Currency #12 – Brand Experience(s)#13 – Fame#14 – VIP Treatment/Customization#15 – Scarcity#16 – Influence#17 – Intimacy#18 – Visibility#19 – Tight Boundaries#20 – Rallying Cry#21 – Rewards#22 – Expertise#23 – Bite-Sized Participation#24 – Network Effects#25 – Memes

The What

Sophisticated “What” Word of Mouth Marketers

http://images.google.ca/imgres?imgurl=http://www.sterlinggym.com/proshop/webkinz.jpg&imgrefurl=http://www.sterlinggym.com/proshop/index.html&h=430&w=500&sz=96&hl=en&start=3&um=1&tbnid=5MS8IIqNOgXrbM:&tbnh=112&tbnw=130&prev=/images%3Fq%3Dwebkinz%26svnum%3D10%26um%3D1%26hl%3Den%26sa%3DN

It’s because of who you are

#26 - Innovative#27 –Remarkable/ Outrageous#28 – The Best at What You Do#29 – Authentic#30 – Liberating/ Problem Solving #31 - Edgy#32 – Trustworthy#33 – Likable#34 – Easy to Talk About#35 – Ritualistic#36 - Sensory

…Influencers notice differences

Top 8 Value Desirability Drivers- High Quality- Trustworthy- Good Value- Reliable- Original- Simple- Fun- Leader

Top 8 Differentiating Drivers- Unique- Dynamic- Different- Distinctive- Innovative- Visionary- Daring- Progressive

Source: Y&R Brand Asset valuator

Sophisticated “Product/Company” Word of Mouth Marketers

http://nikefootball.nike.com/nikefootball/siteshell/index.jsp#,us,0;chainmix

http://images.google.ca/imgres?imgurl=http://cyberread.com/files/_xml_import/officialrockpaperscissors4.jpg&imgrefurl=http://cyberread.com/Shop/shopCategory.php%3Fcategory_id%3D43%26platform_id%3D%26g_offset%3D21&h=300&w=200&sz=38&hl=en&start=14&um=1&tbnid=I0u6VkXNegSl1M:&tbnh=116&tbnw=77&prev=/images%3Fq%3Dworld%2Brps%26svnum%3D10%26um%3D1%26hl%3Den%26sa%3DN

The Dos with Influencers

- Be Genuine and Authentic

- Offer something exclusive

- Create an unexpected surprise

- Make it about the customer need, not your need

- Cement online influencers offline

-Answer the questions- why will they feel good- why will they look good- what’s in it for them?

The Don’ts

- Have a clear focus - make it link back to business goal/strategy

- Don’t build it and leave, staff/resource for a marathon not a sprint

- Highlight contributions/show that you’ve changed

-Engage in heavy brand sell

-Never, ever….lie

72

Never Forget – Humans are Hard Wired Social Animals


Inquire: info (at) agentwildfire.com

Phone: 416-255-4500

URL: www.AgentWildfire.com

Twitter @seanmoffitt

Blogs: Buzz CanuckSpread Like Wildfire

Explore: The Buzz Report (e-newsletter)

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Learn: Executive, WOM Seminars

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Engaging The Influencers by Agent Wildfire

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