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Leading Digital Influencer Programs: 2013 (Wikibrands)

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Wikibrands' Sean Moffitt profiles the top influencer programs for 2013, some general thoughts about Influencers and requests for any additions to the list

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Leading Digital Influencer Programs: 2013 (Wikibrands)

  1. 1. Leading WorldwideInfluencer Programs 2013June, 2013 @seanmoffitt @wikibrandsWikibrands - Reinventing Your Organization in a Customer-DrivenMarketplace
  2. 2. Participation is the New Brand…BRAND ENGAGEMENT 2013
  3. 3. …but you can’t collaborate with a mob.
  4. 4. Influencers : Rare People…
  5. 5. …Influencers : Rare Skills…
  6. 6. …Influencers : Multiple Roles…
  7. 7. …Influencers : Multiple SourcesCreatives,Prosumers,HobbyistsTrendwatchers,Urban,Keen Observers,YouthEmployees,Product testers,Users, CriticsBloggers,Journalists,Power UsersSocial Media,PassionateFans,ConnectorsFamous,Leaders,Executives
  8. 8. Top 16 Influencer Programs1. Lululemon Ambassadors2. Maker’s Mark Embassy3. Fiskars Fiskateers4. Microsoft MVPs5. Mozilla Ambassadors6. WD-40 Fan Club7. Lego Ambassador Community8. Specialized Ambassadors9. Food-to-Go CrowdExchange10. American Airlines Klout11. MLB Fan Cave12. Threadless Ambassadors13. eBay Powersellers14. Julep Mavens15. Ford Fiesta Agents16. PEMCO North West Profiles
  9. 9. 1. Lululemon Ambassadors Public Awareness of Ambassadors Product Feedback Tiered Ambassador List
  10. 10. 2. Maker’s Mark Embassy Live Events Qualification Criteria Direct mail program
  11. 11. 3. Fiskars Fiskateers User generated Blog Content Separate website area Live events
  12. 12. 4. Microsoft MVPs Measured by Influence Nomination process Exclusive 0.0004%
  13. 13. 5. Mozilla Ambassadors Gear, T-Shirts and Party Join a like-minded community Merit-based performance
  14. 14. 6. WD-40 Fan Club Explore new Uses of Product Earn and redeem points Exclusive Weekly tips and monthly newsletter
  15. 15. 7. LEGO Community Product forum Regional/local representation Can become certified
  16. 16. 8. Specialized Bikes Ambassadors Niche audiences An official profile page 5 formal responsibilities – event, social, weekly blog post, feedback, knowledge
  17. 17. 9. Food To Go CrowdExchange QSR-specific Group Interaction Weekly and grand prize awards
  18. 18. 10. American Airlines Klout Based on current social footprint Immediate product benefit Website/Third Paty Integration
  19. 19. 11. MLB Fan Cave Celebrity access Central hub/local spokes Partners/sponsors Content driven by fans
  20. 20. 12. Threadless Ambassadors Specific people Specific tasks according to talent Help organize events/challenges
  21. 21. 13. eBay Powersellers Financial Incentive Quantitatively based – must maintain standing Imrpoving commitment and skills to eBay
  22. 22. 14. Julep Mavens Video testimonials Story based environment – real use Receive regular shipment of $40 of value each month Products sent based on your style quiz
  23. 23. 15. Ford Fiesta Agents Lifestyle documentary of top agents Regular Missions Twitter integration and hashtag Photo gallery
  24. 24. 16. PEMCO Northwest Profiles Extensions – Trading Cards/T-shirts 5 Step Create Your Own Profile Video contest Customer archetypes
  25. 25. Tell us at @wikibrands
  26. 26. www.wiki-brands.com@wikibrands