sxsw 2011 - influencer #throwdown: defining influence once & for all
DESCRIPTION
Kevin Dugan’s panel discussion with David Binkowski, Krista Neher and Saul Colt. http://schedule.sxsw.com/events/event_IAP7876TRANSCRIPT
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Influencer Throwdown: Defining Influence Once & For All
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Influencer #Throwdown
»@saulcolt
»@prblog
»@kristaneher
»@dbinkowski
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Influencer #Throwdown
»Introductions
»Let’s Define Influence
»Panel Discussion
»Q&A
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Influence is…
“being able to inspire action – with or without a large following.”
- Radian6
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Influence is not…
»popularity
»achieved on a single site (like Twitter)
»just about the biggest numbers
»determined by a single site (like Klout)
»unrelated to sentiment
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Kenneth Cole
http://www.flickr.com/photos/frugalbinx/5415033651
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Kenneth Cole
http://www.flickr.com/photos/jeremiah_owyang/5456085972/
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Fast Company
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Influencer Tip
“Instead of counting the people we reach, focus on reaching the people who count.” -- Jessica
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Types of Influencers
»Peer: Family, close friends• Yer Mom. Srsly! Or friends (pre-2004 definitions)
»Pro/Expert Influencer: Immersed in the topic w/ proven/demonstrated street cred• Seth Godin, Guy Kawasaki
»Social/Ambient Influencers: Secondary peers in your broader circle of social contacts• The SXSW mob, customers
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Measuring It
»QuantitativeShare of ConversationReachLevel of Engagement
»QualitativeBrand SentimentRelevanceConnections StrengthTrust
The customer drives the entire focus.
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Influencer Throwdown
»Panel Discussion
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All Influence Is The Same
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Online Influence Matters
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Measurement Tools Areas Simple as Using _______.
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There Are Adequate ToolsTo Measure Influence
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How Do You Find InfluencersFor Your Business?
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Give Us a Case Study
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ShawShaw
Flooring the InfluencersFlooring the Influencers
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Flooring the Influencers
»Tigressa Softstyle – so soft and resilient, need to see and feel to believe “carpet matches curtains.”
»Paid media needed earned media support; WOM validates product attributes/claims.
»Blogs focused solely on flooring? None.
»Tigressa taken to DIY, Design blogs as part of a larger discussion.
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Flooring the Influencers
»Influencers selected using a combination of tools, time and talent.• Five stage, 26 step process; bulk of which is human vs.
automagic.• Starts with audience insights/creative brief• Looks for
• Relevancy: on-topic, sentiment• Reach: socially active, level of following• Content: relevancy, frequency of posts• Engagement: number of comments, links
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Celebrity Guest Speaker
Evening Affair
Voice of the Blogger
From Inspiration to RealitySee How It’s Made
Test Your Skills
Takin’ It to the Streets
Flooring the Influencers
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Influencers Results»Influencers testified to Tigressa’s effectiveness
• Increased volume of conversation; multiple posts per blogger
• Increased positive sentiment• Search impact• Blog posts increased uniques and time on site• Built relationships with bloggers
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Influencer Results»341.5 million impressions
• 329 million ad impressions• 12.5 million WOM impressions
»Sales goals reached for product launch• “Best product launch in history of company”
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Flooring the Influencers
»Shout Out To• Ashley Walters, @ashley_walters
• Taylor Wiegert, @twiegert
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The FutureA Five-Year Prediction, from 2005Facebook will have 600MM members – and a movie. The newly launched YouTube will get more searches than Yahoo.
»Foursquare: 2009
»iTunes App Store: 2008
»Twitter: 2006
»YouTube: 2005
»Facebook: 2004
»LinkedIn: 2003
»iTunes: 2001
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The Future»Microtargeting,
more sensitive to the sales funnel
• Tools will improve to help understand subtlties
For illustrative purposes only©Empower MediaMarketing 2011
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Brand Participant Map℠Strong awareness, weak consideration/purchase.
Activate advocates via social media; enable them to tell their “switching” stories and share promo/coupon incentives
Awareness, loyalty & advocacy weak relative to competitors
Increase mix of social media, PR and WOMM to raise share of voice in discussion
For illustrative purposes only©Empower MediaMarketing 2011
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Influencer Throwdown: Influencer Throwdown: Defining Influence Once & For AllDefining Influence Once & For All