Engaging Advocates

What Makes an Influencer?2014

Suzanne FanningWilliam Chamberlin

@suzannewomma @horizonwatching

http://twitter.com/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


65% of brands participate in Influencer marketing

TechnoratiMedia 2013 Digital Influence Report

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Fill in the blanks…

It’s the greatest invention since _____________ _____________

Sliced Bread example from Seth Godin’s Ted Talks

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BMA - Engaging Advocates (Fanning/Chamberlin) 719Feb2014


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%

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http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2013%20Reports/Nielsen-Global-Trust-in-Advertising-Report-September-2013.pdf


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


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

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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 minoritieshttp://pre.aps.org/abstract/PRE/v84/i1/e011130

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InfluencerDefinitions

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InfluencerDefinitions

1. Influence (v.)

2. Key Influencer (n.)

3. Influencee (n.)

4. Influencer Marketing (v.)

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The WOMMA Team

President

Suzanne [email protected]

COO

Sponsorship

Liz [email protected]

Kat [email protected]

The ability to cause or contribute to a change in opinion or behavior

Influence


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

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


The act of a marketer or communicator engaging with key influencers to act upon influencees in pursuit of a business objective

Influencer Marketing

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Q: Why do we need to define and describe influencers and attributes?

Q: How will it help someone running an influencer program?

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3 Levels of Program Considerations

1. Industry

2. Brand

3. Influencer Attributes

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Attributes

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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


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.

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5 Categories of Influencers

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The WOMMA Team

President


COO

Sponsorship




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

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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

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

The WOMMA Team

President


COO

Sponsorship



Individuals who, by definition of job function, are in the position to influence others directly through their authoritative or instructive statements


Acting Surgeon General Rear Admiral (RADM) Boris D. Lushniak, M.D., M.P.H.19Feb2014


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

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Most Influencer programs draw from Citizen and Advocates and create Ambassadors

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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

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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


How Do We Harness the

Power of Influencers?

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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


Jennifer Cassidy Chief Digital Officer, XYZ

Company

Digital Presence: Blogs

Twitter

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

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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

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How to Measure an Influencer Program

1. Potential to influence (before)

2. Actual, observed influence (after)

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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.

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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

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Jennifer Cassidy Chief Digital Officer, XYZ

Company

Digital Presence: Blogs

Twitter

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

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Ethics

1. Trust

2. Integrity

3. Respect

4. Honesty

5. Responsibility

womma.org/ethics19Feb2014


Disclosure

womma.org/ethics

1. Educate

2. Monitor

3. Disclose

4. Align Partners

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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

Engaging Advocates

Marketing

Transcript of Engaging Advocates