This presentation was made at the recent Blauw Research Super Promoters event in London: http://www.superpromoterevents.com/speakers/

1. Social media and influence – New approaches for brands
Ann Longley, Head of Social Strategy, MEC
July 2012

2. Topics for today
Influence and the social web
Implications for brands
Identifying and engaging with influencers

3. Topics for today
Influence and the social web
Implications for brands
Identifying and engaging with influencers

4. The web is increasingly organised around people
& their networks - not just information

5. Supercharging word of mouth
Source: Peer Index

6. On the social web, influence spreads through
strong and weak ties
Source: Touchgraph for Facebook
Paul Adams, Grouped

7. It is not just the well-connected hubs
that are important

8. Traditional media still has a role to play
– but today anyone can break the news

9. Or become influential
- putting brands on the back foot
Source:
http://www.davecarrollmusic.com/
http://www.huffingtonpost.com/2009/07/24/united-breaks-guitars-did_n_244357.html

10. Consumers are becoming savy about their power as
new methods of discerning influence emerge
Source: Gary McLeod: http://www.wired.com/business/2012/04/ff_klout/

11. Topics for today
Influence and the social web
Implications for brands
Identifying and engaging with influencers

12. Although their methods may be imperfect,
these start-ups are influencing brands and fans

13. Palms Casino Resort used Klout to
identify VIPS

14. Understanding influence dynamics is now business critical
– a way to protect and grow your business

15. Providing perks for influencers is becoming BAU

16. Topics for today
Influence and the social web
Implications for brands
Identifying and engaging with influencers

17. Differentiate between internal and external influencers
– do not discount internal influencers

18. Provide training and guidelines

19. 2
Offers help and advice on brand or
category related queries
1 3
Shares relevant Creates original and relevant
brand content brand content
6 Dimensions of
6
influence
4
Is engaged with his/ her Knowledge of the brand
network group and category content
Select a sound method to identify external influencers
5
Has an opinion on your
brand or category
Source: MEC Influencer ID

20. Super Fans (24%) Celebs/ Bloggers (19%)
Fans (25%)
Pundits (12%)
Compers (20%)
MEC’s Influencer Id segments influencers based on their
online behaviour

21. Once you’ve found them –
know what you want to do with them
Source: Gary McLeod:
http://www.wired.com/business/2012/04/ff_klout/
http://www.thesun.co.uk/sol/homepage/showbiz/4342656/Kardashian-accuses-British-Airways-of-stealing-from-luggage.html

22. Provide a range of content

23. Turn detractors into advocates

24. Encourage their involvement

25. Recognise their contribution

26. Deep engagement can help future proof your business

27. Be ready for dialogue –
Engage don’t suppress

28. Monetise advocacy

29. Measure to demonstrate value

30. @annmargaret
THANKS