Leigh George Vice President, Strategist | Social@Ogilvy

Tapping into Social Influence

MIMA SummitState of Change | October 2013

@leighgeorge

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Why should I invest in influence?

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Existing channel improvement is becoming slower and more difficult. More competitive. You have to invest more and more to see returns.

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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?

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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

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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”

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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

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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

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Each of Us Has Our Own “Personal Message Shield”

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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

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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

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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?

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Brands have an enormous social advocacy gap

Few Brands Drive True Passion

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Advocacy can occur anywhere;no category is too “boring”

Hotels # 1, 3

Skincare # 2, 5, 6

Fashion Retailer

# 4, 9

Coffee# 7, 10

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To drive passionate advocacy, know and focus on your fans’ true advocacy (not satisfaction) inspirations

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Identify and use your brand’s differentiated advocacy drivers

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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?

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Casual

Passionate

VIP

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Balancing influence & Relevance

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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

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– 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?

How do you measure influence?

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Use a results-focused framework

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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

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Move beyond the blunt metric of “sentiment” to tracking advocacy levels

SENTIMENT

ADVOCACY

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• 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

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Connect with me

Leigh George, PhDVice PresidentSocial@Ogilvy

Email:leigh.george@ogilvy.com

Twitter:@leighgeorge

LinkedIn:linkedin.com/in/leighgeorge