1. Share
Building social advocacy
through insight
Azeem Azhar, London April 2013
@azeem / @peerindex
http://partners.peerindex.com/
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Social media is growing up
s
fie
nti ates
Ide oc
v Phase 3:
ad
Advocacy
s
ow e Superstar
Gr ienc
d
au Phase 2:
“Have followers,
want advocacy!”
Phase 1:
“No presence,
want followers!”
today t
3. Share
You have managed to build up significant audiences
6.2M
followers
755K
followers
130K
followers
93K
followers
5. The next step is to “find the gold” and develop advocacy to
generate social media ROI
Share
6. Share
Luckily, abundant social data makes this possible
All people
Identify and activate
Your influencers
brand’s
Find gold in followers
your existing
community
Your brand
Find new customers
followers’ look- and advocates you
alikes didn’t know about
7. It’s about influence in all its layers (not about a single score)
Topics
Context
Location
Activity
Share
8. Share
It’s also not about celebrity
92%
of consumers TRUST
earned media, above all
other forms of advertising
SOURCE: Nielsen’s Global Trust in Advertising Survey
11. AUTOMOTIVE PAN-EUROPEAN CASE STUDY
PERK
Objective
Work 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
100+ 4,200 14M
spread blog influencers people
mentions engaged reached
Share
12. ENTERTAINMENT NATIONAL PERK CASE STUDY
Objective
Build awareness & drive sign-ups for Tesco owned movie-
on-demand service blinkbox
Approach
Target movie influencers to generate word-of-mouth
referrals
Execution
1.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
6.3% 800 435K
spread which drove positive sentiment and acquisition engagement Influencers earned
rate engaged media imps
Share
Brands have managed to build significant audiences in the past few years. However, in gold-digging terms, you can liken all the Likes and Followers that brands have been mining for (successfully – point out numbers on slide) to the earth you shovel to get to the precious nuggets.