What’s one of the first things you do before you buy something? You go online and look for reviews, recommendations, advice – some type of social proof that validates your decision right? Despite the powerful influence of these social networks and communities of interest, brands continue to expand their social footprint rather than going to the places where decisions about their products and services are made. The biggest challenge brands face today is not what social network to join but how to decide what conversations across the vast social web to pay attention to.
In a presentation packed with actionable insights into leveraging the influence of the social web, you will learn how to:
1) Identify the most relevant conversations and decision-driving communities
2) Join the most critical conversations and add value
3) Leverage brand advocates and influencers
4) Measure the impact of social influence activities
3. Existing channel
improvement is becoming
slower and more difficult.
More competitive. You
have to invest more and
more to see returns.
3
4. The gain potential of WOM is huge
compared to other investments
Consumers exposed
to social content, by
itself or in conjuction
with other media, are
up to 7x more likely
to spend or consume
more product.
Word of mouth account
for up to 80% of the
reach of marketing
campaigns and
amplifies paid reach by
up to 4x.
Based on telecom co.
experiments, social
media program ROI
exceeded that of
traditional marketing.
SOURCES: Does Investing in Social Media Create Business Value, Ogilvy 2011; Internal research from Purchased; Demystifying
Social Media, McKinsey 2012
4
6. We listen to our
friends and families
and ‘strangers with
expertise’
The top trusted
sources for
recommendations
are family and friends
…and consumer
opinions online
6
7. Search is where we
go to research
brands, products and
services we are
considering buying or
using
We use search to
find what other
people say about
products
Source: PowerReviews and the e-tailing group, “2010 social shopping study”
51% used search
last month to find
recommendations
from other people
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8. We increasingly get
news and information
via our social
networks
Nearly one-third of
shoppers surveyed
say social media
introduced them to a
brand or product they
were previously
unfamiliar with
Or helped change
their opinion of a
brand during the
buying decision
process.
Source: Digital & Social Media in the Purchase Decision Process, Advertising Research Foundation (ARF), January 2013
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9. We take our social
connections with us
everywhere
About one-third of
mobile internet users
in the US report
using mobile as their
primary web device
Source: Pew Internet & American Life Project, May 2013; eMarketer US Social Network Users:
Mid-2013 Forecast and Comparative Estimates, October 1, 2013
Six out of 10 US
social networkers will
log on to a social
platform via mobile
9
10. Each of Us Has Our
Own “Personal
Message Shield”
10
11. Models of Influence
The Influential Model
1 in 10 Influences the other 9
The Network Model
This model says “the
Influential” doesn’t matter
and the network does…
11
Based on: Roper Starch, Duncan Watts
12. A Combined Model Works Best
Combining influencers
and how ideas and
content spark sharing
across networks gives
us a single model to
plan a scaled
approach to influence.
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Based on: Roper Starch, Duncan Watts
15. Few Brands Drive True Passion
Brands have an
enormous social
advocacy gap
15
16. Advocacy can occur anywhere;
no category is too “boring”
Hotels
# 1, 3
Skincare
# 2, 5, 6
Fashion
Retailer
Coffee
# 7, 10
# 4, 9
16
17. To drive passionate advocacy, know
and focus on your fans’ true advocacy
(not satisfaction) inspirations
17
18. Identify and use your brand’s
differentiated advocacy drivers
18
19. Encourage and enable
advocacy everywhere
VIP
Paid
Passionate
Casual
To drive VOLUME, map out
customer touchpoints and
make it easy for advocacy to
happen at any touchpoint.
Owned
Earned
To increase PASSION levels,
use a process that identifies
and encourages passionate
customers to share more.
To amplify REACH, use
owned, earned and paid
channels.
19
20. How do you develop effective
influencer programs?
23. Seven Drivers of Word
of Mouth
1
1
Do we have a good story?
2
2
Can people SHOW their involvement in a visible way?
3
3
Do we offer something new to talk about?
4
4
Do we let our supporters be creative?
5
5
Do we invite people to participate?
6
6
Do we offer them some value?
7
7
Do we remind people to spread the word?
Adapted from Emanuel Rosen
23
24. Can your brand offer
a value exchange?
What does the
Brand get?
– Brand-relevant content
– Product & service reviews
– 3rd party advocacy
– Insight from a community member/leader
– Access to a social graph or specialist community
– Stronger SEO presence
What does the
Influencer get?
– More exposure, influence and reach from a brand platform
– A chance to take part in something bigger
– Unique and compelling content for them to share
– Access to interesting people and experiences
– Product or service values including trials
24
27. Measure against
business objectives
Preference
Impressions, Share of Relevant
Voice
Sentiment, Share of Positive
Voice
Survey-based Brand
Positioning
KPIs
Reach and Positioning
Survey-based Brand
Preference
Action
Survey-based Sales/Behaviors
Diagnostic Metrics
Attributable
Leads/Sales/Behaviors
Number of New Fans/Likes
Likes Per Post
Link Shares
Number of Wall Posts
Link Click-throughs
Video Views
Media Uploads
(videos, photos)
27
28. Move beyond the blunt
metric of “sentiment” to
tracking advocacy levels
SENTIMENT
ADVOCACY
28
29. Don’t forget
• The gain potential of WOM is huge compared to other investments
but you have to be smart
• Identify and optimize advocacy drivers across the customer journey
• Use influencers surgically and make sure you have value to offer in
exchange
• Measure based on your business goals not social metrics
29
30. Connect with me
Leigh George, PhD
Vice President
Social@Ogilvy
Email:
leigh.george@ogilvy.com
Twitter:
@leighgeorge
LinkedIn:
linkedin.com/in/leighgeorge
30
Hinweis der Redaktion
{"27":" We use the metrics that the platforms give us but is that the best way?it is what clients care about? Should they care about them\nThese are things marketers care about—we can collect them so we should report on them\n \nAre we actually measuring ROI are we measuring engagement—do businesses care about that?\n \nEveryone thinks that numbers are important as long as they’re big but is that really the case. Are we using the right model?\n","5":"I’m from DC\nThere’s a regional plumber called LEN the plumber and they must have spent a fortune on advertising: I see their ads on the side of buses as I drive into work. Yesterday am saw they had a sticker insert in WaPo, etc. And I always think: they don’t get it do they. Who calls a plumber from an ad?\nThought I’d start with an easy one to warm up with:\nHow do you make decisions? A new TV, smartphone, restaurant?\n","22":"When researching influencers, we look for those who have high influence and high relevance to our client. \n","11":"One vs many \nPower of the individual vs the power of the network\nThe celebrity vs the forum\n","17":"Brand focus on consumer satisfaction to the exclusion of advocacy. Figure out what drives advocacy for your brand.\nWe looked at advocacy mentions of ads, benefits, features, costs and customer service. In all markets, features (e.g. the characteristics of skin cream) were the most often mentioned. \nIn comparison, mentions of ads/commercials typically garnered the fewest mentions\nWhat’s difference about passion brands\n","6":"We listen to our friends and families and ‘strangers with expertise\n","23":"Everything people can do via social media is some form of word of mouth. Whether sharing a link to a video, Tweeting out love for a brand, commenting on Facebook, posting on a blog, “liking” a page, +1-ing a search result – it’s all some form of word of mouth…\n \nWhat causes people to actually spread word of mouth? \n \nThere are actually 7 consistent drivers of word of mouth. From telling a good story (that others want to tell) to inviting people to be creative or participate - these are the true predictors of whether a social media program will gain the attention and advocacy of people – whether it will literally “earn media” \nDo we have a good story?\nCan people SHOW their involvement in a visible way?\nDo we offer something new to talk about?\nDo we let our supporters be creative?\nDo we invite people to participate?\nDo we offer them some value?\nDo we remind people to spread the word?\n","12":"But we know influence happens most effectively when these things happen in concert\nJimmy Fallon lip synch game—other examples?\nSocial media gives word of mouth a power that rivals traditional earned media and paid media alone by empowering millions of advocates and detractors alike. \nThis is our new world of earned media. \nWOM has always been the golden ticket of marcomm\nIt’s now also the arrow straight through the message shield\nBut most of us are doing it all wrong\n","1":"PAID, EARNED, OWNED\nWhat do you focus on most? Where does your money go?\nWhat’s the most effective? Most cost-effective\nInfluence has been misunderstood as popularity or positive sentiment\nDo you want to be popular or do you want to add business value?\n","18":"Social listening: The importance of a conversation map of advocacy drivers based on keyword preference in high, medium and low advocacy conversation\n","13":"Where is most time spent? We’re spending most of our time on the large number of casual fans on our owned platforms\nIf you have an influencer program it’s more like traditional media approach– a set group of “influencers”\nNeed to be more strategic and more surgical\nThis should actually be at the heart of our strategy and you build a content, paid etc around that\nCommunity management for casual fans\nSocial advocacy program for passionate fans\nInfluencer relationship management for ultra-passionate fans and influencers \n","2":"Tell me about business impact\n","30":"We increasingly get news and information via our Social Networks \n","8":"We listen to our friends and families and ‘strangers with expertise\n","14":"Ogilvy advocacy study deets\nfirst-of-a-kind study. \nWe looked at almost 7 million social media mentions of 23 brands (and 8 feature films) spanning 4 countries. \nThere’s a common perception that advocacy is viral, big and relies heavily upon big ad campaigns like the latest Old Spice campaign or Super Bowl ads.\nIn our research, we found there’s a high volume of advocacy driven by everyday experiences such as being delighted by a great product feature, an exceptional service experience or a good deal. \nHow do we drive passion in that second tier?\n","3":"That sound you hear? It’s the drip from ads\nBrands that do not generate substantial advocacy will need to pay more for reach and consequently have costs substantially higher than those brands that drive high advocacy. \nIn an environment where costs to reach consumers continue to escalate, this advantage could make the difference between a company with outstanding shareholder returns and one that fails to perform.\nMore cost effective than anything else you’re doing—paid media, relationship marketing, search marketing, etc.\n","20":"So how do you inspire wom among your most loyal highest influence fans or topic influencers?\n","9":"So what does all this behavior informing our decisions mean for brands\n","15":"Satisfaction vs advocacy\nIt’s like a little grinch heart\n","4":"Understanding how advocacy works is critical to driving real business value. It helps brands enable and amplify genuine, organic word of mouth, which translates into financial value. In fact, the data Ogilvy has collected suggests that social shares drive action at a rate as high as 10x that of paid impressions. \n","21":"Many orgs think of influencer programs as akin to traditional media relations: a stable of writers with a large readership they can call on when there’s a story they want out\nBut that’s a misplaced approach\nYou need to think of influencers in context: individuals whose influence is tied to expertise in a particular area\nUse them surgically, for very specific reasons and make it worth their while\nNot all client situations or goals are best met using influencers, so it is important to ask yourself –might not be the right solution to meet your client goal. \nDon’t just do it—what are the goals\nDo you have a new product, story or benefit that audiences will find interesting? A service or product, event you want feedback on?\n","10":"It means it’s really difficult for brands to gain mindshare if they just talk about themselves\nWe all have our own personal message shield formed by our friends, family and social connections\nTo get through, brands have to offer relevant and valuable content\nThat can be discovered quickly and easily via search where we go to satisfy everyday ‘missions’\nOr that will be shared among our social graph or trusted sources\nA brand’s challenge today is how to break through our message shields\nAnd guess what—LEN the plumber ‘s bus ad is not going to do that\n"}