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Influencers – how to find them and engage with them
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Transcript of Influencers – how to find them and engage with them
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Social media and influence – New approaches for brands Ann Longley, Head of Social Strategy, MEC
July 2012
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Topics for today
Influence and the social web
Implications for brands
Identifying and engaging with influencers
![Page 3: Influencers – how to find them and engage with them](https://reader034.fdocuments.in/reader034/viewer/2022042713/5485b5915806b5a4588b47d6/html5/thumbnails/3.jpg)
Topics for today
Influence and the social web
Implications for brands
Identifying and engaging with influencers
![Page 4: Influencers – how to find them and engage with them](https://reader034.fdocuments.in/reader034/viewer/2022042713/5485b5915806b5a4588b47d6/html5/thumbnails/4.jpg)
The web is increasingly organised around people & their networks - not just information
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Source: Peer Index
Supercharging word of mouth
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Source: Touchgraph for Facebook Paul Adams, Grouped
On the social web, influence spreads through strong and weak ties
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It is not just the well-connected hubs that are important
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Traditional media still has a role to play – but today anyone can break the news
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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
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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
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Topics for today
Influence and the social web
Implications for brands
Identifying and engaging with influencers
![Page 12: Influencers – how to find them and engage with them](https://reader034.fdocuments.in/reader034/viewer/2022042713/5485b5915806b5a4588b47d6/html5/thumbnails/12.jpg)
Although their methods may be imperfect, these start-ups are influencing brands and fans
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Palms Casino Resort used Klout to identify VIPS
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Understanding influence dynamics is now business critical – a way to protect and grow your business
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Providing perks for influencers is becoming BAU
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Topics for today
Influence and the social web
Implications for brands
Identifying and engaging with influencers
![Page 17: Influencers – how to find them and engage with them](https://reader034.fdocuments.in/reader034/viewer/2022042713/5485b5915806b5a4588b47d6/html5/thumbnails/17.jpg)
Differentiate between internal and external influencers – do not discount internal influencers
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Provide training and guidelines
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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
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Source: MEC Influencer ID
Select a sound method to identify external influencers
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Fans (25%) Super Fans (24%)
Pundits (12%)
Compers (20%)
Celebs/ Bloggers (19%)
MEC’s Influencer Id segments influencers based on their online behaviour
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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
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Provide a range of content
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Turn detractors into advocates
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Encourage their involvement
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Recognise their contribution
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Deep engagement can help future proof your business
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Be ready for dialogue – Engage don’t suppress
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Monetise advocacy
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Measure to demonstrate value
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THANKS @annmargaret