Judith Lewis, Head of Search spoke last week at the Linkdex ThinkTank in London, on how to resonate with influencers. Here's a quick recap on what went down.

1. We know who you are - now
what?
Resonating with Influencers
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2. Who Am I Obligatory Slide
• Got on the Internet in 1986 at my school lab
• Working online with search since 1996
• Paid & Natural Search – all aspects plus social
• Worked in-house within e-Commerce, Publishing & High Tech
• Have worked with Google (SEO for product sites), Orange, COI, NatWest/RBS, National Gallery, CIPD,
Fidelity, GalaCoral, NBC Universal, Readers Digest, Bayer, Virgin Trains, Family Search, Amadeus,
AMD, AmEx & more
• Chosen as a founding Modern Muse, contributed to a book on promoting websites among others,
judge of the UK Search Awards, one of the SEO Chicks, write for HuffPoST Tech section
...and blog at MostlyAboutChocolate.com
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3. You have a plan, Right?
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@Beyond, @JudithLewis

4. consumers research & share experiences during whole purchasing journey
Pre-purchase Post-purchase
CUSTOMER AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY
JOURNEY
BRAND Visibility Evaluation
attributes Choice Experience Recommendation
& loyalty
PENETRATION
BRAND STRATEGY/ messages
Relative volume of each of Attributes and topics
MEASUREMENT the positioning statements
and pillars
within positioning and
pillars are most frequently
discussed Frequency of statements
Top likes and dislikes
------------------
Frequency of
recommendations
------------------ ------------------ of intent Frequency of emotive
------------------
Share of voice against Level of agreement with ------------------ words used
positioning Share of voice against
competition Frequency of inhibitors ------------------
------------------ mentioned competition
Sentiment towards Verbatims
visibility in search attributes
How is your brand What does consumer What are the consumer What are the consumer
insight & positioning penetrating the perception of your brand
look like?
What are the barriers and
triggers for action?
likes and dislikes and what
words do they use?
likes and dislikes and what
words do they use?
Strategy
market?
© Copyright 2012 Beyond. All rights reserved. Private and Confidential

5. We Do…
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

6. RE-ENGAGE
Keep meeting and chatting
with contact to keep in touch
IDENTIFY
INFLUENCERS
Who are they? What do
they write about?
COLLABORATE
Work with them on
ideas for execution of
client goals SUPPLY
Meet several times about
MEET & GREET execution, work on content
What do they care ideas and execution & arrange
about? What do they samples, etc
need?
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

7. Who do people
TRUST
?
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@Beyond, @JudithLewis

8. © Copyright 2012 Beyond. All rights reserved. Private and Confidential

9. Sharing Channel Scores & Product Categories
Ra-ngs
and
review
(Amazon)
Search
results
Facebook
friends
News
ar-cles
TwiQer
Blog
posts
1003
YouTube
or
Vimeo
Videos
Informa-on
on
a
product
or
brand
website
Talking
with
friends
or
family
1002.5
1002
1001.5
1001
1000.5
1000
Automo-ve
Baby
Products
Beauty
Cookware
Electronics
Fashion
Home
Kitchen
Music/Films
Personal
Restaurants
Travel
Improvement
Appliances
Finance
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

10. Why people
share
?
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

11. the 7 types of social sharer
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

12. Where 7 Types of Sharer Share
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

13. Make People
Think: KUDOS, Social Capital
Look Great! Create Benefit for the Blogger!
Ms Generous,
Mr Smart,
Director of Helpfulness
Mrs Entertainer, VP of Being Really Useful
Head of Being Funny The first person to share that
The first person to share that
promo for money off something
The first person to share that amazing gizmo for calculating really useful; likes to posts lists of
must-see meme: usually a mortgages or the lead article good things to do; plus
video or a picture from The Economist (or the motivational Facebook stuff.
infographic amongst colleagues)
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

14. What Does The
FUTURE
Hold ?
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

15. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

16. We Need to Help Bloggers
t
Drive Traffic to Clien
Become Experts
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

17. actions taken after online interaction
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

18. THANK YOU
for your
time
(MORE AT www.bynd.com)
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
@Beyond, @JudithLewis

19. You Can Stalk Me Online...
Twitter: @JudithLewis
@MostlyAboutChoc
LinkedIn: http://uk.linkedin.com/in/judithlewis
GooglePlus: https://plus.google.com/117564004595435401158/
Work: http://BYND.com
Personal: http://www.decabbit.com
Blog: http://MostlyAboutChocolate.com
Other Blog: http://www.SEO-Chicks.com
...and the list goes on
© Copyright 2012 Beyond. All rights reserved. Private and Confidential