under theinfluenceofsocialmedia final
DESCRIPTION
Joint Northstar / commotion presentation given to the Canadian Vintners AssociationTRANSCRIPT
Under The Influence of Social
MediaHow Influencers Drive
Brand Preference
Who are we?
Shannon Morton, Conversation
Manager
Patrick GladneyDirector, Social
Media
Social media is an umbrella term that defines the various activities that integrate technology, social interaction and the
construction of words, pictures, videos and audio.
http://www.wikipedia.org
Or, to put it more simply:Social media is people having conversations online.
More than ever, we create, find and
share information and resources socially.
Social networks carry the conversation
People are highly engaged
Why are people using social media?
10
11
27
32
32
41
48
62
Other reasons
To meet new people
Like to read blogs, forums, customer
reviews, view images and watch videos
To share information with others
To research products and services
To get news and information
For personal entertainment
To stay in touch with friends and family
The TRUST factor…
INFLUENCE and TRUST : the currency of social media
• Awareness• Reach / Frequency
• Engagement• Community• Transparency /
Authenticity
OLD NEW
in· flu· enc· er, noun [in-floo-uhns]-er
A person who has a greater than average reach or impact through word of mouth in a relevant
marketplace.
Who are the influencers?
Influencers have always mattered in the wine
business…
There’s a new breed of influencer…
Un-corking Influence
Go to the few to inspire many by word-of-mouth and
consumption…
…Both ON and OFFLINE
Case Study: Ford Fiesta Movement
The Ford Fiesta Movement
6.5 million YouTube views
3 million tweets
50,000 requests for info
10,000 units sold in the first six days of sales
… all at a fraction of the cost of a typical national TV ad campaign
Fuzion: wine goes viral…Q: How can a wine go from being virtually unknown to selling more than a million bottles in Ontario in a mere six months?
A: "People were talking about it on blogs and at parties, on Facebook, via text messaging, on BlackBerrys and in chat rooms…
Such instant communication is new and dynamic and a very interesting phenomenon for the wine business."
What’s the Cost of Influence?
More importantly, what is the cost of not tapping influencers and social media
channels?
So… Where to Start?
1. Listen
2. Engage
3. Measure
1. Listen
• Google Alerts• All Top• Twitter Search• Backtype
2. Engage
The Tools:
• Facebook• Twitter• LinkedIn• YouTube• Blogs
3. Measure
What can we measure?
• Quantity: reach; scope of influence• Quality: depth of post; content type• Tone: sentiment; experience• Engagement: depth of relationship; viral
sharing
3. Measure
Free Self-ServeManaged
The Result?
Over time…
…authentic recommendations that
drive preference and purchase
