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We know who you are - now what? Resonating with Influencers

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Who Am I Obligatory Slide •  Got on the Internet in 1986 at my school lab

•  Working online with search since 1996

•  Paid & Natural Search – all aspects plus social

•  Worked in-house within e-Commerce, Publishing & High Tech

•  Have worked with Google (SEO for product sites), Orange, COI, NatWest/RBS, National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal, Readers Digest, Bayer, Virgin Trains, Family Search, Amadeus, AMD, AmEx & more

•  Chosen as a founding Modern Muse, contributed to a book on promoting websites among others, judge of the UK Search Awards, one of the SEO Chicks, write for HuffPoST Tech section

...and blog at MostlyAboutChocolate.com

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You have a plan, Right? @Beyond, @JudithLewis

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consumers research & share experiences during whole purchasing journey

CUSTOMER JOURNEY

BRAND PENETRATION

AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY

Visibility Evaluation attributes Choice Experience Recommendation

& loyalty

MEASUREMENT

BRAND STRATEGY/ messages

Pre-purchase

How is your brand positioning penetrating the

market?

What does consumer perception of your brand

look like? What are the barriers and

triggers for action? What are the consumer

likes and dislikes and what words do they use?

What are the consumer likes and dislikes and what

words do they use?

Relative volume of each of the positioning statements

and pillars - - - - - - - - - - - - - - - - - - Share of voice against

competition

Attributes and topics within positioning and

pillars are most frequently discussed

- - - - - - - - - - - - - - - - - - Level of agreement with

positioning - - - - - - - - - - - - - - - - - -

Sentiment towards attributes

Frequency of statements of intent

- - - - - - - - - - - - - - - - - - Frequency of inhibitors

mentioned

Top likes and dislikes - - - - - - - - - - - - - - - - - - Frequency of emotive

words used - - - - - - - - - - - - - - - - - -

Verbatims

Frequency of recommendations

- - - - - - - - - - - - - - - - - - Share of voice against

competition

Post-purchase

insight & Strategy

visibility in search

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We Do… @Beyond, @JudithLewis

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

IDENTIFY INFLUENCERS Who are they? What do they write about?

MEET & GREET What do they care about? What do they need?

COLLABORATE Work with them on ideas for execution of client goals SUPPLY

Meet several times about execution, work on content ideas and execution & arrange samples, etc

RE-ENGAGE Keep meeting and chatting with contact to keep in touch

@Beyond, @JudithLewis

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TRUST Who do people

?

@Beyond, @JudithLewis

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© Copyright 2012 Beyond. All rights reserved. Private and Confidential

Sharing Channel Scores & Product Categories

1000  

1000.5  

1001  

1001.5  

1002  

1002.5  

1003  

Automo-ve   Baby  Products   Beauty   Cookware   Electronics   Fashion   Home  Improvement  

Kitchen  Appliances  

Music/Films   Personal    Finance  

Restaurants   Travel  

Ra-ngs  and  review  (Amazon)     Search  results   Facebook  friends  

News  ar-cles   TwiQer   Blog  posts  

YouTube  or  Vimeo  Videos   Informa-on  on  a  product  or  brand  website   Talking  with  friends  or  family  

@Beyond, @JudithLewis

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share Why people

?

@Beyond, @JudithLewis

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the 7 types of social sharer

@Beyond, @JudithLewis

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Where 7 Types of Sharer Share

@Beyond, @JudithLewis

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Make People

Look Great! Think: KUDOS, Social Capital

pixel crazy! pixel crazy!

Create Benefit for the Blogger!

Mrs Entertainer, Head of Being Funny

Mr Smart, VP of Being Really Useful

Ms Generous, Director of Helpfulness

The first person to share that must-see meme: usually a video or a picture

The first person to share that amazing gizmo for calculating mortgages or the lead article from The Economist (or the infographic amongst colleagues)

The first person to share that promo for money off something really useful; likes to posts lists of good things to do; plus motivational Facebook stuff.

@Beyond, @JudithLewis

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

FUTURE What Does The

?

@Beyond, @JudithLewis

Hold

© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

We Need to Help Bloggers

Become Experts Drive Traffic to Client

@Beyond, @JudithLewis

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actions taken after online interaction

@Beyond, @JudithLewis

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THANK YOU time for your

@Beyond, @JudithLewis

(MORE AT www.bynd.com)

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You Can Stalk Me Online...

Twitter: @JudithLewis @MostlyAboutChoc

LinkedIn: http://uk.linkedin.com/in/judithlewis GooglePlus: https://plus.google.com/117564004595435401158/ Work: http://BYND.com Personal: http://www.decabbit.com Blog: http://MostlyAboutChocolate.com Other Blog: http://www.SEO-Chicks.com

...and the list goes on