maximizing social influence: a case study (or, glassesa a love story
DESCRIPTION
You know you have to pay attention to your advocates…and to bloggers…AND to high-social-score-wielding “Influencers.” But how do you put all of that together into an influencer outreach or marketing program that really works? The answer is surprisingly simple. Once you know how to score the effect different types of influencers have on your business, you’ll know how to shape outreach, incentive, and rewards programs that maximize your marketing efforts. Takeaways Using a real-world example, you’ll learn an easy model for how to characterize the four types of influencers, what benefits each group brings to your marketing efforts, and how to prioritize the groups based on budget, time, and effort.TRANSCRIPT
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A Case Study for Maximizing
Influencer Outreach
By: Tamsen Webster@tamadear
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GLASSESA Love Story
@tamadear
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“I want some new glasses.”
@tamadear
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@tamadear
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@tamadear
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@tamadear
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@tamadear
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@tamadear
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@tamadear
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SOCIAL INFLUENCE
@tamadear
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@tamadear
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Everyone’s an influencer.
@tamadear
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Two Factors
• Reach• Probability of Immediate
Action
@tamadear
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Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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Connected CatalystsLow Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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Passionate Publishers Connected CatalystsLow Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates
Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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Connected Catalysts
• Massive exposure• Immediate action
@tamadear
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Passionate Publishers
• Buzz at scale• Expert coverage
@tamadear
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Everyday Advocates
• Sincere endorsement• “Strong tie” word of mouth
@tamadear
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Altruistic Activators
• Proactive recommendations• Valued resource
@tamadear
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Listen to conversations
…not just mentions
@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
EFFORT@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
COST@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
RISK@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
REWARD@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
HIGH EFFORTHIGH COSTHIGH RISK
LOW RISKLOW COST
LOW EFFORT
LOW REWARD
HIGH REWARD
@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
@tamadear
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Prospect
“I want some new glasses.”
@tamadear
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Prospect Activator
“I want some new glasses.”
@tamadear
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Brand
Prospect Activator
“I want some new glasses.”
@tamadear
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Brand
Prospect Activator
“I want some new glasses.”
@tamadear
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@tamadear
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Brand
Prospect Activator
“I want some new glasses.”
@tamadear
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@tamadear
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@tamadear
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@tamadear
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Brand
Prospect Activator
“I want some new glasses.”
@tamadear
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@tamadear
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Reward the behaviors you want to repeat
@tamadear
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Passionate Publishers• Identify based on reach &
relevance• Provide compensation
Everyday Advocates• Provide great brand
experience• Provide rewards
Altruistic Activators• Practice social listening to target• Provide rewards
@tamadear
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@tamadear
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@tamadear
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Passionate Publishers• Identify based on reach &
relevance• Provide compensation
Everyday Advocates• Provide great brand
experience• Provide rewards
Altruistic Activators• Practice social listening to target• Provide rewards
Connected Catalysts• Identify based on reach & “buzz”
• Provide compensation
@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators
Low Probability
of ActionHigh Probability of Action
PersonalConnection
BroadReaching
@tamadear
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@tamadear
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Thank you.