Illuminating the New Sphere of Influence - M2M Conference Presentation
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Stacy DeBroff Mom Central Consulting October 21, 2009 Illuminating the New Sphere of Influence
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How Do You Create and Measure Powerful Engagement in a Digital World?
Transcript of Illuminating the New Sphere of Influence - M2M Conference Presentation
Stacy DeBroffMom Central ConsultingOctober 21, 2009
Illuminating the New Sphere of Influence
How Do You Create and Measure Powerful Engagement in a Digital World?
As Social Networks Proliferate, Conversations Shift.
Return on Investment
(ROI)
Sphere of Influence
(SOI)
Return on Investment (ROI) = A Numbers Game
How does this measure successful drive to retail?
• # of Page Views• # of Coupons
Downloaded
• # of Impressions• # of Click-Through’s• # of Site Visitors
Sphere of Influence (SOI)= Answers Elusive Questions
• What do consumers say about you?• Where do they say it?• Who listens to those conversations? • Do consumers act on your recommendations?• How extensive is your aggregate reach?• How persuasive does your consumer audience
consider you to be?
To Measure Mom Blogger Reach -
What’s Wrong with this Measurement?
Source: Quantcast for Mom Central, October 2009
Or This One?
Compete Quantcast Alexa
Visitors 53,602 6,300 0.00103%
Visits 85,640 4,800 0.00003%
Who’s Right?MomCentral.com, October 2009
Standard ROI Fails To Take Into Account:
National Media Platform
Age of Kids
Group Leader
Author or Expert
• Peer Influence• Blogger Retreats• Ezines• Newsletters• Issues Expert• Topics Covered
Local Community
3,337 Visitors
2,733 members
1,008 followersGroup review blogAlexa rank: 521,382
Technorati Authority: 35Alexa rank: 543,831
363 members
400 Subscribers
Technorati Authority: 61Alexa rank: 57,395
Technorati Authority: 14Alexa rank: 21,296,882
344 friends
Technorati Authority: 141Alexa rank: 175,142
How Does Natalie Lewis Reach Moms?
Why SOI Matters – Persuasion Power
How to Measure SOI as a Brand?
TRANSPARENCY
AUTHENTICITY
The Art of Being an Exceptional Conversationalist
Find and Ignite Enthusiasts: • 500 Mom Ambassadors across 20 markets.
Change Perception of Events: •40 city live Mom Influencer national events have been held.
Negate Detractors: • Online positive sentiment for Ringling Bros. has increased from 8% to
63%.
Achieve Drive to Retail: • Mom coupon code tracks significant ticket sales. • 70% of ticket sales have been first time Disney On Ice/Ringling Bros.
customers – not cannibalizing existing customer base.
SOI in Action: Year-Long Campaign
Land Grab for Marketing Budget
PR Agencies Ad/Digital Agencies
PR FIRMS
Ad Agencies
Stacy DeBroff, Founder & CEO
MOM CENTRAL CONSULTING77 Chapel Street
Newton, MA 02458www.MomCentralConsulting.com
617.244.3002 [email protected]: @MomCentral
