tapping into social inflience
DESCRIPTION
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: · Identify the most relevant conversations and decision-driving communities · Join the most critical conversations and add value · Leverage brand advocates and influencers · Measure the impact of social influence activitiesTRANSCRIPT
Leigh George Vice President, Strategist | Social@Ogilvy
Tapping into Social Influence
MIMA SummitState of Change | October 2013
@leighgeorge
2
Why should I invest in influence?
3
Existing channel improvement is becoming slower and more difficult. More competitive. You have to invest more and more to see returns.
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 likelyto 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
How does influence work?
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
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
51% used searchlast month to find recommendations from other people
Source: PowerReviews and the e-tailing group, “2010 social shopping study”
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
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
Six out of 10 US social networkers will log on to a social platform via mobile
Source: Pew Internet & American Life Project, May 2013; eMarketer US Social Network Users: Mid-2013 Forecast and Comparative Estimates, October 1, 2013
10
Each of Us Has Our Own “Personal Message Shield”
11
The Influential Model1 in 10 Influences the other 9
The Network ModelThis model says “the
Influential” doesn’t matterand the network does…
Models of Influence
Based on: Roper Starch, Duncan Watts
12
Combining influencers and how ideas and content spark sharing across networks gives us a single model to plan a scaled approach to influence.
A Combined Model Works Best
Based on: Roper Starch, Duncan Watts
13
Leverage influence and advocacy by creating customized programs based on network value and brand passion.
Advocacy Pyramid Framework
How do you build a passion brand?
15
Brands have an enormous social advocacy gap
Few Brands Drive True Passion
16
Advocacy can occur anywhere;no category is too “boring”
Hotels # 1, 3
Skincare # 2, 5, 6
Fashion Retailer
# 4, 9
Coffee# 7, 10
17
To drive passionate advocacy, know and focus on your fans’ true advocacy (not satisfaction) inspirations
18
Identify and use your brand’s differentiated advocacy drivers
19
20
Casual
Passionate
VIP Paid
Owned
Earned
To drive VOLUME, map out customer touchpoints and make it easy for advocacy to happen at any touchpoint.
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.
Encourage and enableadvocacy everywhere
How do you develop effective influencer programs?
22
Casual
Passionate
VIP
23
Balancing influence & Relevance
24
Seven Drivers of Word of Mouth
Do we have a good story?
Can people SHOW their involvement in a visible way?
Do we offer something new to talk about?
Do we let our supporters be creative?
Do we invite people to participate?
Do we offer them some value?
Do we remind people to spread the word?
Adapted from Emanuel Rosen
1 1
2 2
3 3
4 4
5 5
6 6
7 7
25
– 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
– 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
Can your brand offer a value exchange?
What does the Brand get?
What does the Influencer get?
26
27
What was the Dovevalue exchange?
What did the Brand get?
What did the Influencer get?
How do you measure influence?
29
Use a results-focused framework
30
Measure against business objectives
Video Views
Number of Wall Posts
Number of New Fans/Likes
Reach and Positioning ActionPreference
Impressions, Share of Relevant Voice
Attributable Leads/Sales/Behaviors
Sentiment, Share of Positive Voice
Survey-based Brand Positioning
Survey-based Sales/BehaviorsSurvey-based Brand Preference
Likes Per Post
Media Uploads (videos, photos)
Link Click-throughs
Link Shares
KP
IsD
iagn
ostic
Met
rics
31
Move beyond the blunt metric of “sentiment” to tracking advocacy levels
SENTIMENT
ADVOCACY
32
• 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
Don’t forget
33
Connect with me
Leigh George, PhDVice PresidentSocial@Ogilvy
Email:[email protected]
Twitter:@leighgeorge
LinkedIn:linkedin.com/in/leighgeorge
