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Building Digital Influence
The Internet is the most transformational technology since…
THE TABLE
Lots of:
Tables
Conversations
Noise
What are people listening to?
Consumers trust Word-Of-Mouth more than BRANDS and ADVERTISING
Source: Asia Pacific Digital Marketing Yearbook 2009, CHINA (excluding HK)
Social Media
Old digital media
Growth of WOM leading marketers to rethink MEDIA
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Digital Advertising
Buy Earn
Campaigns Steady Engagement
Exposure Endorsement
Brand Awareness Brand Equity
$ Spent on Media $ Spent on Content & Assets
Digital Influence
3. Activate influencers to reach a larger
audience
3 Rings of Influence Building
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2. Identify and engage
influencers
1. Improve Brand
Experience
Want better marketing?
Keep Improving your product
Let customers know you care
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1
Use digital media to improve your brand
1. Listen & monitor
2. Ask for feedback. Reward & recognize.
3. Action & PR
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9http://mystarbucksidea.force.com/
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Influen
cers
iden
tifi ed!
Idea
s im
ple
men
ted
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“What if people say something bad?”
People will discuss your products whether you are there or not. It’s better to be there with a strategy to deal with negative feedback effectively and constructively.
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“When should I start?”
Don’t jump in until you have enough resources to have a two-way conversation with your customers.
Additional social resources will cost money but it pays off in reputation, innovation and customer satisfaction.
FAQ
Identify your influencers
Find the 20% who contribute to 80% of your business, and make them your brand advocates
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2
Connectors Mavens Salesmen
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Malcolm Gladwell
The Tipping Point ( 引爆點 )
Who are influencers?
Connectors – network
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Socialable
Large number of “loose ties”
Ability to span different worlds
Key online characteristic:
Large number of friends and followers
Variety of interests
Mavens – knowledge and sharing
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Researcher / information gatherer
Ask questions
Trend-setter / early adopter
Like to share
Key online characteristic:
Share often and early
Ask for and share interesting and useful info
Salesmen – persuasive
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Credible & Charismatic
People agree with them
Motivate people to action
Key online characteristic:
Receive more “Likes” and positive ratings
Content Re-Shared (Re-tweet)
Where you find these 3 types of influencers
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Online communities
Customer database
Employees
Industry, Partner and Affiliate Sites
Activate your influencers
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3
Tools
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Catalysts
Social sharing
Referral marketing system
Conversion platform
“Sticky message”
Exclusive offer or content
Recognition
Financial incentives
人人喜欢 / Facebook 讚好 Basic Example
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Groupon.cn Example
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Referral marketing system
+Financial incentive
Exclusive offer to members
Conversion platform
Social sharing tools
What kind of results can I expect from influencer activation?
Studies have shown that influencer referrals have much higher (4-6 times) click-through rates and conversion rates. This is normal as people pay more attention to what their friends recommend than average.
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“Do I need to offer money to activate influencers?”
Status & recognition take time to build but they are often more powerful motivators than small sums of money.
However, financial incentives have shown to deliver more immediate short-term results.
FAQ
Ask for Referral Ask for Referral and Reward and Reward
Summary of Influence Building
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Target the FewTarget the Few
Improve the Improve the ExperienceExperience
Finally, remember you are at a table
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Listen & engage
Be genuine
Be positive
Add value to the conversation
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