1. Future of Influence Summit
Practical Steps to Identifying and
Engaging Influencers Online

2. 01 Why Social Media Matters

3. Why Does Social Media Matter?
It’s Where the People Are

4. Why Does Social Media Matter?
It’s Where the People Are
Australians have become very active users of
social technologies like blogs, podcasting,
forums, and social networks.
75% of Australian online adults now
use social technologies
50% are members of a social network
25% create their own content
Source: Australian Adult Social Technographics® Revealed, Forrester, November 2008

5. Why Does Social Media Matter?
Trust is Shifting
Trust in Advertising, Nielsen 7.09

6. Why Does Social Media Matter?
Content is Consumed Differently

7. Why Does Social Media Matter?
Search is the New Home Page

8. Why Does Social Media Matter?
Leads to Smarter Marketing

9. Why Does Social Media Matter?
Generates Offline Action

10. Why Does Social Media Matter?
It’s Actually Safe… (Really)
3,000+ Comments! Less than a dozen
could not be published.

11. Why Does Social Media Matter?
Builds Preference
Tourism Australia is Engaging Influential Global
Bloggers and Creating Personalized Travel Experiences
to Generate Word of Mouth.

12. Why Does Social Media Matter?
Addresses Customer Service Issues

13. Why Does Social Media Matter?
Generates Revenue

14. Why Does Social Media Matter?
Leads to Awareness of Health Issues

15. Why Does Social Media Matter?
Expands the Reach of Offline Events

16. Why Does Social Media Matter?
Employees = Hungry for Training

17. 02 The First Rule of
Engaging Influencers…
External Blogs Internal Blog Photo Feeds Video Feeds

18. Strategic Approach to Social Media
& Word of Mouth
Blogger & Influencer Engagement Programs
Conversation Maps Influencer Audits Co-creation Program Design & Management
Live Community Events
Video Content: Viral, Episodic, Channels
Community Design & Management
Social Network Activation
Search Reputation Management
Digital Media Relations

19. Listening: Message Boards, Blogs, Social
Networks, Opinion Sites…
I will not recommend Sleep Number to anyone again (and I have done so in the
past) and if it comes up in the conversation. I post on Epinions and Craigslist
and intend to mention this in my posts and on my Blog. Instead of using a little
common sense, looking at longtime customer satisfaction, you have lost this
customer for life.
We were sorry to read about your experience and hope to be able to
resolve this issue and regain your confidence in us once again. In order
for us to do so, we’ll need more information from you to access your
account and remedy the situation. Please call Select Comfort directly at
1-800-787-5230 and ask to speak with AJ Stewart.
Two days after my diatribe about the Sleep Number bed appeared on this screen,
I was apologized to and told to call a number and ask for a particular person.
When I called I got a nice young lady named Amanda who asked what the
problem was and then the poor dear had to endure my ire while I detailed the
trouble. She listened with patience and asked me to hold on to see what could
be done. About 2-4 minutes later she comes on and says “we’ll be taking that
charge off your Amex”. I rescind my cessation of possible future purchases of
their product. The beds are as good as they advertise.

20. Listening Post
Brand Planning &
Strategy Insights
Category
Rapid Response &
Engagement
Topics
Measurement
Competitors
Conversation Criteria Technology Reporting

21. Listening Post Conversation Criteria
Research Methodology: Keywords
Topic Sub-Topics Keywords
Non-Traditional • Online Education – Online Education - Student focused education
Education and the • Teacher Focused – Education + Talent gap - Student centric education
Kaplan POV Model – Adaptive education - Student oriented education
• Student Focused – Experiential learning - Student goals in education
Model – Experiential teaching - Learner focused education
• Learner Focused – Work study programs - Teaching for best learning
Model – Life learning and education - Learner oriented education
– Change and education - Learner centric education
– Education Reform - Diversity and learning
– Teacher training - Work experience and learning
– New teaching methods - Conscious learning
– Better teachers - New teaching
Online University • Online University – Online University - Online MBA
• Online Grad School – Online College - Online law school
• Adult Education – Online Classes - Online graduate program
• Continuing – Internet University - Online career advancement
Education – Internet College - Adult Education
– Internet Classes - Continuing Education
Kaplan and • Kaplan University – Kaplan University, Kaplan online university, Concord Law*
Competitors • University of – University of Phoenix, U of P
Phoenix – Strayer University, Strayer
• Strayer University – Devry University, Devry
• Devry University – Walden University, Walden
• Walden University – Capella University, Capella
• Capella University
* Because of larger connotations of Kaplan, Inc., we were unable to search simply using the term “Kaplan” as we were for competitors

22. Monitoring Tools
Type
Free Google Alerts, Google Blogs, Technorati, Blog Pulse
Trends, Search.Twitter.com, BoardReader,
TweetFeel.com, Facebook Lexicon,
TheDailyInfluence.com
Consolidated Radian 6, Buzz Numbers
Monitoring
Advanced Nielsen My BuzzMetrics
Services Visible Technologies (enterprise & response)
Brandtology
BuzzLogic
Cymfony (CGM & traditional)
Umbria
Kaava
Andiamo
Biz360
eWatch
MediaSource

23. Radian6

24. Radian6
Fast, keyword-driven platform that collects social Web
mentions across multiple global markets.
ADVANTAGES DISADVANTAGES
– Easy, quick set up – Keyword pull will catch irrelevant
– Keyword-based posts
– “Source filtering”, i.e. set up a – Does not include sentiment
whitelist to track – 30 day history
– Free 7-day trials allow for new biz
work
– Very affordable
– Easy-to-use user interface, graphs,
charts for reporting
• English, French, German, Spanish, Italian

25. Crimson Hexagon

26. Crimson Hexagon
Crimson Hexagon is ideal for reporting sentiment – it is one of the
few platforms that returns superior automated opinion
reporting.
Opinion Monitor version is strongly recommended over the same
company’s “Buzz” tool, which is a free, but less effective,
Radian6 style tool.
ADVANTAGES DISADVANTAGES
– Natural language-based (high – Takes about 2 weeks for
accuracy) initial setup
– Automated sentiment scoring – More expensive than
– Create categories for Radian6
“positioning” tracking
– Good quantitative tool
– Up to 6 month historical data
– Easy-to-use user interface,
graphs, charts
– “Source filtering”, i.e. set up a
whitelist to track – must
request Crimson to have this English only
done

27. Visible Technologies: TruCast

28. Visible Technologies: TruCast
Visible Technologies offers a more comprehensive enterprise-level
CGM monitoring and response solution.
Ideal for operationalizing large organizations to listening and
responding to social media conversation.
ADVANTAGES DISADVANTAGES
– Natural language-based (high – Takes about 1-2 weeks for
accuracy) initial setup
– Automated sentiment scoring – Interface can be limiting
– Structured, easy to – More expensive than
understand interface Radian6 and Crimson
– Comprehensive data Hexagon
– Measures of influence
(although we use different
influence measures)
– Excellent “engagement” tools
for flagging and tracking
responses English only

29. Primary uses
1. Provide marcom insight
2. Assist with rapid response
3. Optimize media
4. Measure brand/campaign metrics
5. Provide product development insight
6. Provide data useful for search optimization

30. Listening to…
Gather Marcom Insights
New business snapshots
Conversation Maps
Ongoing listening posts (daily, weekly reporting)

31. Listening for…
Rapid Response
Monitor a breaking issue online and inform response
strategy
Track volume and sentiment
Flag conversation for comment or follow up

32. Listening for…
Media Optimization
Analyze key trends in social media discussion around
a brand, product or issue
Mine examples of actual vernacular used in social
media discussion

33. Listening for…
Measurement
Measure key social media metrics that map back to
the Conversation Impact model
– Brand positioning % associated with target attributes
– Share of voice
– Tonality*
– Earned social media mentions
*Crimson Hexagon sentiment is automated, Radian6 is
manual

34. Listening for…
Product Development
Feature, positioning, pricing and marketing insights
for new product development
– Quantitative Metrics: Discussion for products in the category
express specific need, e.g. “lower price”
– Qualitative Metrics: Discussions around competing products,
desired features, vernacular for marketing, etc

35. 03 Identifying Influencers
Online

36. Karen Cheng

37. Inbound Links
RSS Subscriptions
Site Traffic
Conversation Index
Recency & Frequency
Identity & Affiliation

38. Assessing Influence
• Blogs & Twitter • Message Boards & Forums
– Number of inbound links – Breadth of boards
– Frequency/timeliness of posts – Quantity and timeliness of activity
– Followers & subscribers – Search engine visibility
– Number and content of comments – Affiliation
– Affiliation of author – Membership numbers
– Search engine visibility – Traffic
– Traffic
– RSS feed subscriptions • Social Networks
– Membership numbers
• Videos & Photo Communities – Types of community features present
– Number of views and downloads (e.g., profiles, blogs, video, message
– Number and content of comments boards)
– Ratings/peer assessment – Activity level on features
– Relevant groups – Affiliation
– Number of subscribers – Search engine visibility
– Number of inbound links

39. “Mapping” New Influencers
+
Relevance
+
Influence

40. Ford Social Media: Influencer Mapping
Influencer Segmentations

41. How to create an influencer audit
1. Determine categories of influencers to target based on DI
Strategy
2. Use tools to search for influencers:
― Blogs: Technorati, blogrolls, Google (Google blogs),
― Message Boards: Boardreader, Google (issue+forum), WhirlPool
― Social Networks: Mashable
― Multimedia: You Tube, Metatube, Flickr, Google Images
― Bookmarking Sites: Digg-like.com, del.icio.us, sk*rt
― Consumer Review Sites: Epinions, Amazon
― Groups: Google groups, Yahoo groups
3. Follow Blog Rolls

42. How to create an influencer audit
4. Use Tools to Determine Influence
– Frequency of Posts: read blog/forum
– Quality/Frequency of Comments: read blog/forum
– Traffic: Quantcast.com, Compete.com, Media Kits
– Affiliation: About page, news search
– Search Visibility: Google topic + blog
– Followers: Read Twitter profile
– Membership: Read forum “About” page or bottom of homepage

43. WORK SESSION:
Create an Influencer Audit
Find & document 1 influencer
relevant to your business/client in
each of the following categories:
1. Blogger or Microblogger (Twitter)
2. Message Board or Social Network Group
3. Multimedia (photos/video)

44. 04 Engaging Influencers
*How to be a human being, play well with others, show
some respect and not shoot yourself or your client in the
foot

45. How to Reach Out to Bloggers
STEP 1: Familiarize Yourself
Have they posted about your client (issue, brand or
product) in the past? What has been the tone of the
post? Positive? Negative?
Have they posted about being “pitched” in the past and
being turned off? Have they talked about someone who
reached out to them in an effective way?
What do they write about and in what context are they
likely to write about your client’s brand, product or issue?
Are they serious? Do they like to make people laugh?

46. How to Reach Out to Bloggers
STEP 2: Contact Them Appropriately
Send the blogger a personal email (no cut and paste jobs) and clearly identify
yourself.
Tell them why you are specifically reaching out to them. What was it about their blog
that makes them relevant?
If you get a response from the blogger indicating that they are willing to engage,
follow up right away: send product for them to review or additional information
they’ve requested.
Urge bloggers to be transparent about the projects on which they are engaged and
divulge any relevant information: do they get to keep the products they review?
Don’t pester them unnecessarily, but build relationships with influential bloggers who
are relevant to the clients with which you work so that you can approach them
again in the future.

47. How to Reach Out to Bloggers
STEP 3: Offer Something of Value
Serve as an advisor as you develop and launch your campaign
Provide them with an experience (event, access, exclusive
content)
Become a host, face or visible contributor to your effort
Co-create content
Participate in offline events, summit, blog storms
If engaged in a meaningful and engaging way, influencers
help create organic WOM among target audiences

48. Blogger Code of Ethics
Code of Ethics Download
Code of Ethics Take 2
Code of Ethics Take 1

53. Sample E-mail from Nestle Crunch
Hi Jeremy,
I’m working with Nestle Crunch on a Wii giveaway contest and I wanted to see if Discovering Dad would be interested in
participating. When I found your blog, I loved your commitment to being a good dad and the playful way that you interact
with your kids. The Crunch brand is all about finding the kid in you no matter what your age. That means doing something
that you enjoyed as a kid like playing on the capture the flag or "don’t step on the cracks", or eating candy before dinner. As a
dad, I’m sure you can relate to this concept of having a young, playful spirit.
We would love to involve you in the "For the Kid in You" (www.forthekidinyou.com, www.facebook.com/nestlecrunch)
campaign, which aims to start an online conversation about what people do to keep the kid in themselves alive. Would you be
interested in working with us to create a contest around this theme and give away a Nintendo Wii game system to one of your
readers?
We'd never ask you to talk about Nestle Crunch without giving you a little product experience yourself. In addition to doing a
Wii give away for your readers, we would also send you a piñata filled with Nestle Crunch bars so you can inspire the kid in you
with this fun game. This might not be good for your diet (I know I’d have a hard time resisting), but it could be fun for a
summer BBQ.
Please let me know if you would be interested in helping us jump start this conversation and give away a Nintendo Wii. If you
are, I will provide you will more information about the contest.
I look forward to hearing from you.
Warm Regards,
Sarah
PS- Here at Ogilvy, we have a code of ethics that we use to reach out to bloggers. Check it out here. You can also read my bio
to find out a little bit more about me.

54. What NOT to do…

55. Not Following the Blogger Code of Ethics…
“You are a marketer, and you obviously didn't
read my post about what crap it is that your
client is NOT producing real food. It's an insult
to real food.
But thanks for giving me something ELSE to
blog about.
Sorry. Read the blog next time.”

56. Best Practice Blogger Engagement
1. Do Your Homework
2. Engage. Don't Pitch.
3. Write The Perfect Email.
4. Remember It's Not Their Day Job.
5. Follow The Code…

57. 1. We reach out to bloggers because we respect
your influence and feel that we might have
something that is “remarkable” which could be of
interest to you and/or your audience.
2. We will only propose blogger outreach as a
tactic if it complements our overall strategy. We
will not recommend it as a panacea for every
social media campaign.

58. 3. Before we email you, we will check out your
blog’s About, Contact and Advertising page in an
effort to see if you have blatantly said you would
not like to be contacted by PR/Marketing
companies. If so, we’ll leave you alone.
4. We will always be transparent and clearly
disclose who we are and whom we work for in our
outreach email.

59. 5. We won’t pretend to have read your blog if we
haven’t, and we’ll make a best effort to spend
time reading the blogs we plan on contacting.
6. In our email we will convey why we think you,
in particular, might be interested in our client’s
product, issue, event or message.

60. 7. We will seek to present you with a range of
opportunities to work together around a
campaign, so that you can create the best
experience possible for your audience. We
acknowledge that, when it comes to knowing your
audience, you are the expert.
8. We encourage you to disclose our relationship
with you to your readers, and will never ask you
to do otherwise.

61. 9. You are entitled to blog on information or
products we give you in any way you see fit. (Yes,
you can even say you hate it.)
10. If we reach out to you with news about a
product, campaign or issue, we will not provide
monetary compensation, because we believe it is
unethical to “buy” favorable reviews and not want
to appear as if we are.

62. 11. If you have advertising opportunities on your
blog, we will counsel our clients to consider
purchasing advertising as a way to reach your
readers. We will make it clear, however, that
paying for advertising does not mean that you
will post about the campaign or …
12. If we engage you as an advisor on a specific
project, we will consider providing you with
compensation (agreed upon at the start of the
project).

63. WORK SESSION:
Write Blogger Outreach Email
1. Choose an influencer from the Influencer
Audit.
2. Determine how they could best get involved
in your campaign.
3. Draft an email asking them to participate.

64. To Sum Up...

65. To Sum Up...
• Many business reasons for participating in social media
• Listening is the best first step to getting started and there
are many free and paid tools available
• Identifying and engaging influencers makes it easier
for WOM to spread farther, faster, and to a wider audience
• When engaging consumer influencers, remember to do
your homework, contact appropriately, and follow the code
of ethics

66. “ One company that goes with this online-
initiated flow is Ogilvy.
” THANK YOU!
“
Ogilvy's digital specialist Brian Giesen outlined
the best strategies for getting business results on
social networking site Twitter. ”
Brian Giesen
Director | 360° Digital Influence
“
25 China Experts you should follow on
Twitter… Thomas Crampton.
” Ogilvy
p 61 2 8281 3853
e brian.giesen@ogilvy.com.au