#gorkanasocial panel event: azeem azhar, peerindex
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Azeem Azhar's slides from the Gorkana "Social Currency: Building Brand Advocacy" event on 17 April 2013.TRANSCRIPT
Building social advocacy through insight
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Azeem Azhar, London April 2013@azeem / @peerindex
http://partners.peerindex.com/
Social media is growing up
Phase 2:“Have followers, want advocacy!”
Phase 3:AdvocacySuperstar
Phase 1:“No presence, want followers!”
t
Grows
audience
Identifies
advoca
tes
today
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You have managed to build up significant audiences
6.2M followers
93Kfollowers
130Kfollowers
755K followers
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Now what?
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The next step is to “find the gold” and develop advocacy to generate social media ROI
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Luckily, abundant social data makes this possible
Your brand’s
followers
All people
Find gold in your existing community
Identify and activate influencers
Your brand followers’ look-
alikes
Find new customers and advocates you didn’t know about
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It’s about influence in all its layers (not about a single score)
Topics
Activity
Context
Location
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It’s also not about celebrity
SOURCE: Nielsen’s Global Trust in Advertising Survey
of consumers TRUST earned media, above all other forms of advertising
92%
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...or simple follower counts
Lemmings, moony wedding?, pyramid, buy followers, topical auth,
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After identifying your influencers you need to activate them
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ObjectiveWork with Blue Hive to deliver awareness campaign six months prior to launch
Approach Position as a well designed, technical innovation for modern family
Execution 1.Identified 25,000+ influencers matching B-MAX brand footprint across Europe
2.Activated > 750 influencers with Ford B-Max content
3.Tracked discussion, content generation and message spread
100+blog
mentions
14Mpeople
reached
4,200influencers engaged
AUTOMOTIVE CASE STUDYPAN-EUROPEAN PERK
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ObjectiveBuild awareness & drive sign-ups for Tesco owned movie-on-demand service blinkbox
Approach Target movie influencers to generate word-of-mouth referrals
Execution1.Identified 800 influencers matching Blinkbox brand footprint
2.Activated 250 to receive 10 movie rentals free of charge (£35 value)
3.Tracked discussion, content generation and message spread which drove positive sentiment and acquisition
6.3%engagement
rate
435Kearned
media imps
800Influencers engaged
NATIONAL PERKENTERTAINMENT CASE STUDY
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Keep in touch:
Azeem Azhar
@azeem / @peerindex
http://partners.peerindex.com/
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