SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

Identifying, empowering,and asking for more fromyour influencers

JOHN DELLA VOLPESOCIALSPHERE AND HARVARD’SINSTITUTE OF POLITICS

Identifying, Empowering, Asking for More from Your

Influencers

Presented by: !

John Della Volpe, Founder & CEO || SocialSphere, Inc.

Director of Polling || Harvard IOP@dellavolpe

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John is one of the world’s leading authorities on understanding global sentiment, opinion and influence — especially among Millennials and in the age of digital and social media. He was named a “Future Legend of Marketing” by the Ad Club of Boston in 2013 and has advised heads of state, Fortune 100 CEOs, military generals, athletes and entertainers and has turned his recent insights into tools that help companies and organizations use social media analytics to identify and empower their most important stakeholders.

John also serves as the Director of Polling at Harvard’s Institute of Politics and directs polling for POLITICO and the Boston Globe.  In 2008, he received an Eisenhower Fellowship for which he traveled extensively throughout China, Hong Kong, and Korea (including a supervised day in North Korea) studying Millennials and the use of the Internet.

In 2014, he was featured in the ABC News and Yahoo! News series Power Players, and has keynoted numerous conferences around the world speaking on the impact that the Millennial generation and social media are having on our economy, politics and culture, most recently at the Swiss Media Forum in Lucerne, Switzerland. John is a regular contributor to the political coverage of the New York Times, the Huffington Post, WBUR’s Cognoscenti and other online and offline channels.

John remains active today as a member of the Ad Club of Boston Board of Directors, the President of the New England Association of Eisenhower Fellowships and is a member of the Global Alumni Steering Committee.

John Della Volpe, john@socialsphere.com Founder & CEO, SocialSphere, Inc. Director of Polling, Harvard University Institute of Politics

I. Background and Perspective Millennials, Politics, Technology, Strategy

II. Understanding Influence Methodology through Engagement

III. Case Studies Social Metrics, Online-Offline Trend-spotting

OVERVIEW

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things inspired me on this journey…3 or 44

In the matter of a few months, Howard Dean raised $20,000,000 (40% of total) via the Internet.‘03

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Deval Patrick identified 8,000 volunteers, 100,000 supporters and went from worst to 1st without a TV ad.‘06

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We learned that the old ways of marketing and communications were less effective every day.‘06

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Working with my students at Harvard IOP, I asked a question, ‘078

… and then another, and then started a company called SocialSphere.‘07

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If millions of Millennials would be willing to engage in an activity they more or less loathe (politics) if asked by a friend, what could brands hope for from fans and customers who actually like them?

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Lessons learned along the way.511

IDENTIFY || EMPOWER || ASK FOR MORE1 The truth that every brand has hundreds, thousands, millions of fans seeking ways to engage with the things they’re passionate about.

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INFLUENCE, find a way to identify and measure it2 authority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight, aka

Onsite Engagement

Reach

Bias

Influence

Topical Frequency

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“They have unquestionably been the best thing about the Stanley Cup playoffs. The second-best thing about the playoffs to date? The Kings' Twitter feed, @LAKings, which is a window into the future of social media in sports.”

Selling hockey in LA14

Identified four segments to target on social media with the goal to increase conversation and fan engagement with the Kings, build more flexibility by adding Twitter followers.

aka INFLUENCEauthority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight3 … by identifying influencers by segment.

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and empowering them through engagement.316

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Using a Traditional Promoted Account Strategy 27,473 new followers x $2.50 = $68,682.50

http://www.ppbh.com/how-much-do-ads-on-twitter-cost/

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aka INFLUENCEauthority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight4 It only takes a few influencers to generate millions of impressions, as long as you ASK. 22

aka INFLUENCEauthority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight4 Examples of the Boston Globe Dashboard, highlighting ORBIT™ influencers weekly. 23

aka INFLUENCEauthority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight5 Tuning into the right influencers, predicts the offline world as well.

YouTube Views

Influencer Tweets

R2=0.93

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aka INFLUENCEauthority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight5 Tuning into the right influencers, predicts offline world as well.

Baker position in weekly polls

Influencer Tweets

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aka INFLUENCEauthority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weightScaling Influence: Influencer Management System™

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EVERY DAY

EVERY WEEK

AS NEEDED / CALENDAR

Personal and direct outreach to the Top 1% on daily basis.

Targeted promoted tweets to influencer segments focused on rich engagement.

Broaden outreach and scope around key events.

INFLUENCER PULSE™

CONVERSATION PULSE™

identify identifyempower & ask

I. Know your influencers

II. Help them help you Organic to paid strategies

III. Link to offline priorities Measure and evolve

SUMMARY

Develop and integrate Social CRM

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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014