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Maximizing Social Influence: A Case Study (or, GlassesA A Love Story
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A Case Study for Maximizing Influencer Outreach By: Tamsen Webster @tamadear
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You know you have to pay attention to your advocates…and to bloggers…AND to high-social-score-wielding “Influencers.” But how do you put all of that together into an influencer outreach or marketing program that really works? The answer is surprisingly simple. Once you know how to score the effect different types of influencers have on your business, you’ll know how to shape outreach, incentive, and rewards programs that maximize your marketing efforts. Takeaways Using a real-world example, you’ll learn an easy model for how to characterize the four types of influencers, what benefits each group brings to your marketing efforts, and how to prioritize the groups based on budget, time, and effort.
Transcript of Maximizing Social Influence: A Case Study (or, GlassesA A Love Story
A Case Study for Maximizing
Influencer Outreach
By: Tamsen Webster@tamadear
GLASSESA Love Story
@tamadear
“I want some new glasses.”
@tamadear
@tamadear
@tamadear
@tamadear
@tamadear
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SOCIAL INFLUENCE
@tamadear
@tamadear
Everyone’s an influencer.
@tamadear
Two Factors
• Reach• Probability of Immediate
Action
@tamadear
Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
Connected CatalystsLow Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
Passionate Publishers Connected CatalystsLow Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
Passionate Publishers Connected Catalysts
Everyday Advocates
Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
Connected Catalysts
• Massive exposure• Immediate action
@tamadear
Passionate Publishers
• Buzz at scale• Expert coverage
@tamadear
Everyday Advocates
• Sincere endorsement• “Strong tie” word of mouth
@tamadear
Altruistic Activators
• Proactive recommendations• Valued resource
@tamadear
Listen to conversations
…not just mentions
@tamadear
Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
EFFORT@tamadear
Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
COST@tamadear
Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
RISK@tamadear
Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
REWARD@tamadear
Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
HIGH EFFORTHIGH COSTHIGH RISK
LOW RISKLOW COST
LOW EFFORT
LOW REWARD
HIGH REWARD
@tamadear
Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
@tamadear
Prospect
“I want some new glasses.”
@tamadear
Prospect Activator
“I want some new glasses.”
@tamadear
Brand
Prospect Activator
“I want some new glasses.”
@tamadear
Brand
Prospect Activator
“I want some new glasses.”
@tamadear
@tamadear
Brand
Prospect Activator
“I want some new glasses.”
@tamadear
@tamadear
@tamadear
@tamadear
Brand
Prospect Activator
“I want some new glasses.”
@tamadear
@tamadear
Reward the behaviors you want to repeat
@tamadear
Passionate Publishers• Identify based on reach &
relevance• Provide compensation
Everyday Advocates• Provide great brand
experience• Provide rewards
Altruistic Activators• Practice social listening to target• Provide rewards
@tamadear
@tamadear
@tamadear
Passionate Publishers• Identify based on reach &
relevance• Provide compensation
Everyday Advocates• Provide great brand
experience• Provide rewards
Altruistic Activators• Practice social listening to target• Provide rewards
Connected Catalysts• Identify based on reach & “buzz”
• Provide compensation
@tamadear
Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
@tamadear
Thank you.
