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Tapping into Social Influence

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What’s one of the first things you do before you buy some­thing? You go online and look for reviews, rec­om­men­da­tions, advice – some type of social proof that val­i­dates your deci­sion right? Despite the pow­er­ful influ­ence of these social net­works and com­mu­ni­ties of inter­est, brands con­tinue to expand their social foot­print rather than going to the places where deci­sions about their prod­ucts and ser­vices are made. The biggest chal­lenge brands face today is not what social net­work to join but how to decide what con­ver­sa­tions across the vast social web to pay atten­tion to.

In a pre­sen­ta­tion packed with action­able insights into lever­ag­ing the influ­ence of the social web, you will learn how to:

1) Identify the most rel­e­vant con­ver­sa­tions and decision-driving communities
2) Join the most crit­i­cal con­ver­sa­tions and add value
3) Leverage brand advo­cates and influencers
4) Measure the impact of social influ­ence activities

Publié dans : Technologie, Business
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Tapping into Social Influence

  1. 1. Tapping into Social Influence MIMA Summit State of Change | October 2013 @leighgeorge Leigh George Vice President, Strategist | Social@Ogilvy
  2. 2. Why should I invest in influence? 2
  3. 3. Existing channel improvement is becoming slower and more difficult. More competitive. You have to invest more and more to see returns. 3
  4. 4. The gain potential of WOM is huge compared to other investments Consumers exposed to social content, by itself or in conjuction with other media, are up to 7x more likely to spend or consume more product. Word of mouth account for up to 80% of the reach of marketing campaigns and amplifies paid reach by up to 4x. Based on telecom co. experiments, social media program ROI exceeded that of traditional marketing. SOURCES: Does Investing in Social Media Create Business Value, Ogilvy 2011; Internal research from Purchased; Demystifying Social Media, McKinsey 2012 4
  5. 5. How does influence work?
  6. 6. We listen to our friends and families and ‘strangers with expertise’ The top trusted sources for recommendations are family and friends …and consumer opinions online 6
  7. 7. Search is where we go to research brands, products and services we are considering buying or using We use search to find what other people say about products Source: PowerReviews and the e-tailing group, “2010 social shopping study” 51% used search last month to find recommendations from other people 7
  8. 8. We increasingly get news and information via our social networks Nearly one-third of shoppers surveyed say social media introduced them to a brand or product they were previously unfamiliar with Or helped change their opinion of a brand during the buying decision process. Source: Digital & Social Media in the Purchase Decision Process, Advertising Research Foundation (ARF), January 2013 8
  9. 9. We take our social connections with us everywhere About one-third of mobile internet users in the US report using mobile as their primary web device Source: Pew Internet & American Life Project, May 2013; eMarketer US Social Network Users: Mid-2013 Forecast and Comparative Estimates, October 1, 2013 Six out of 10 US social networkers will log on to a social platform via mobile 9
  10. 10. Each of Us Has Our Own “Personal Message Shield” 10
  11. 11. Models of Influence The Influential Model 1 in 10 Influences the other 9 The Network Model This model says “the Influential” doesn’t matter and the network does… 11 Based on: Roper Starch, Duncan Watts
  12. 12. A Combined Model Works Best Combining influencers and how ideas and content spark sharing across networks gives us a single model to plan a scaled approach to influence. 12 Based on: Roper Starch, Duncan Watts
  13. 13. Advocacy Pyramid Framework Leverage influence and advocacy by creating customized programs based on network value and brand passion. 13
  14. 14. How do you build a passion brand?
  15. 15. Few Brands Drive True Passion Brands have an enormous social advocacy gap 15
  16. 16. Advocacy can occur anywhere; no category is too “boring” Hotels # 1, 3 Skincare # 2, 5, 6 Fashion Retailer Coffee # 7, 10 # 4, 9 16
  17. 17. To drive passionate advocacy, know and focus on your fans’ true advocacy (not satisfaction) inspirations 17
  18. 18. Identify and use your brand’s differentiated advocacy drivers 18
  19. 19. Encourage and enable advocacy everywhere VIP Paid Passionate Casual To drive VOLUME, map out customer touchpoints and make it easy for advocacy to happen at any touchpoint. Owned Earned To increase PASSION levels, use a process that identifies and encourages passionate customers to share more. To amplify REACH, use owned, earned and paid channels. 19
  20. 20. How do you develop effective influencer programs?
  21. 21. VIP Passionate Casual 21
  22. 22. Balancing influence & Relevance 22
  23. 23. Seven Drivers of Word of Mouth 1 1 Do we have a good story? 2 2 Can people SHOW their involvement in a visible way? 3 3 Do we offer something new to talk about? 4 4 Do we let our supporters be creative? 5 5 Do we invite people to participate? 6 6 Do we offer them some value? 7 7 Do we remind people to spread the word? Adapted from Emanuel Rosen 23
  24. 24. Can your brand offer a value exchange? What does the Brand get? – Brand-relevant content – Product & service reviews – 3rd party advocacy – Insight from a community member/leader – Access to a social graph or specialist community – Stronger SEO presence What does the Influencer get? – More exposure, influence and reach from a brand platform – A chance to take part in something bigger – Unique and compelling content for them to share – Access to interesting people and experiences – Product or service values including trials 24
  25. 25. How do you measure influence?
  26. 26. Use a results-focused framework 26
  27. 27. Measure against business objectives Preference Impressions, Share of Relevant Voice Sentiment, Share of Positive Voice Survey-based Brand Positioning KPIs Reach and Positioning Survey-based Brand Preference Action Survey-based Sales/Behaviors Diagnostic Metrics Attributable Leads/Sales/Behaviors Number of New Fans/Likes Likes Per Post Link Shares Number of Wall Posts Link Click-throughs Video Views Media Uploads (videos, photos) 27
  28. 28. Move beyond the blunt metric of “sentiment” to tracking advocacy levels SENTIMENT ADVOCACY 28
  29. 29. Don’t forget • The gain potential of WOM is huge compared to other investments but you have to be smart • Identify and optimize advocacy drivers across the customer journey • Use influencers surgically and make sure you have value to offer in exchange • Measure based on your business goals not social metrics 29
  30. 30. Connect with me Leigh George, PhD Vice President Social@Ogilvy Email: leigh.george@ogilvy.com Twitter: @leighgeorge LinkedIn: linkedin.com/in/leighgeorge 30

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