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Building Digital Influence

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Building Digital Influence

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This is a presentation that I gave at a Digital Marketing conference in Nov 2010 while a consultant for Doremus (part of Omnicom Group). It has been almost two years and a lot of points are still applicable, and the industry still has a long way to go...

This is a presentation that I gave at a Digital Marketing conference in Nov 2010 while a consultant for Doremus (part of Omnicom Group). It has been almost two years and a lot of points are still applicable, and the industry still has a long way to go...

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Building Digital Influence

  1. 1. Building Digital Influence 1
  2. 2. The Internet is the most transformational technology since… THE TABLE
  3. 3. Lots of: Tables Conversations Noise What are people listening to?
  4. 4. Consumers trust Word-Of-Mouth more than BRANDS and ADVERTISING a Medi Social edia g ital m Old di Source: Asia Pacific Digital Marketing Yearbook 2009, CHINA (excluding HK)
  5. 5. Growth of WOM leading marketers to rethink MEDIA Digital Digital Advertising Influence Buy Earn $ Spent on Media $ Spent on Content & Assets Campaigns Steady Engagement Exposure Endorsement Brand Awareness Brand Equity 5
  6. 6. 3 Rings of Influence Building 2. Identify and engage influencers 1. Improve Brand Experience 3. Activate influencers to reach a larger audience 6
  7. 7. 1 Want better marketing? Keep Improving your product Let customers know you care 7
  8. 8. Use digital media to improve your brand 1. Listen & monitor 2. Ask for feedback. Reward & recognize. 3. Action & PR 8
  9. 9. 9 http://mystarbucksidea.force.com/
  10. 10. Ideas implemented Influencers identified! 10
  11. 11. 11
  12. 12. FAQ “What if people say something bad?” People will discuss your products whether you are there or not. It’s better to be there with a strategy to deal with negative feedback effectively and constructively. “When should I start?” Don’t jump in until you have enough resources to have a two-way conversation with your customers. Additional social resources will cost money but it pays off in reputation, innovation and customer satisfaction. 12
  13. 13. 2 Identify your influencers Find the 20% who contribute to 80% of your business, and make them your brand advocates 13
  14. 14. Who are influencers? Malcolm Gladwell The Tipping Point ( 引爆點 ) Connectors Mavens Salesmen 14
  15. 15. Connectors – network Socialable Large number of “loose ties” Ability to span different worlds Key online characteristic: Large number of friends and followers Variety of interests 15
  16. 16. Mavens – knowledge and sharing Researcher / information gatherer Ask questions Trend-setter / early adopter Like to share Key online characteristic: Share often and early Ask for and share interesting and useful info 16
  17. 17. Salesmen – persuasive Credible & Charismatic People agree with them Motivate people to action Key online characteristic: Receive more “Likes” and positive ratings Content Re-Shared (Re-tweet) 17
  18. 18. Where you find these 3 types of influencers Customer database Employees Industry, Partner and Affiliate Sites Online communities 18
  19. 19. 3 Activate your influencers 19
  20. 20. Tools Catalysts “Sticky message” Social sharing Exclusive offer or content Referral marketing system Recognition Conversion platform Financial incentives 20
  21. 21. 人人喜欢 / Facebook 讚好 Basic Example 21
  22. 22. Social sharing tools Groupon.cn Example Exclusive offer to members Referral marketing system + Financial incentive Conversion platform 22
  23. 23. FAQ What kind of results can I expect from influencer activation? Studies have shown that influencer referrals have much higher (4-6 times) click-through rates and conversion rates. This is normal as people pay more attention to what their friends recommend than average. “Do I need to offer money to activate influencers?” Status & recognition take time to build but they are often more powerful motivators than small sums of money. However, financial incentives have shown to deliver more immediate short-term results. 23
  24. 24. Summary of Influence Building Improve the Experience Target the Few Ask for Referral and Reward 24
  25. 25. Finally, remember you are at a table Listen & engage Be genuine Be positive Add value to the conversation 25
  26. 26. Andy Chang andy.chang@doremus.com.hk +852 9283 9222 26

Hinweis der Redaktion

  • To set the tone for today, I will start with a great quote and observation from a friend of mine…
  • It’s appropriate to think of the Internet as a social web with a lot of tables with a lot of conversations, and a lot of noise.
  • Not all digital marketing is created equal
  • Advertising is like a loud person at the table.

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