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Identifying, empowering, and asking for more from your influencers, presented by John Della Volpe

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In his Brands-Only Summit Pre-Conference presentation, SocialSphere and Harvard’s Institute of Politics' John Della Volpe explains how best to identify, empower, and ask for more from your most important social media influencers.

He shares a case study from his work with the Los Angeles Kings hockey team about empowering fans through Twitter engagement.

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Identifying, empowering, and asking for more from your influencers, presented by John Della Volpe

  1. 1. Identifying, empowering, and asking for more from your influencers JOHN DELLA VOLPE SOCIALSPHERE AND HARVARD’S INSTITUTE OF POLITICS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. Identifying, Empowering, Asking for More from Your Influencers Presented by: ! John Della Volpe, Founder CEO || SocialSphere, Inc. Director of Polling || Harvard IOP @dellavolpe
  3. 3. 2 John Della Volpe, john@socialsphere.com Founder CEO, SocialSphere, Inc. Director of Polling, Harvard University Institute of Politics John is one of the world’s leading authorities on understanding global sentiment, opinion and influence — especially among Millennials and in the age of digital and social media. He was named a “Future Legend of Marketing” by the Ad Club of Boston in 2013 and has advised heads of state, Fortune 100 CEOs, military generals, athletes and entertainers and has turned his recent insights into tools that help companies and organizations use social media analytics to identify and empower their most important stakeholders. John also serves as the Director of Polling at Harvard’s Institute of Politics and directs polling for POLITICO and the Boston Globe. In 2008, he received an Eisenhower Fellowship for which he traveled extensively throughout China, Hong Kong, and Korea (including a supervised day in North Korea) studying Millennials and the use of the Internet. In 2014, he was featured in the ABC News and Yahoo! News series Power Players, and has keynoted numerous conferences around the world speaking on the impact that the Millennial generation and social media are having on our economy, politics and culture, most recently at the Swiss Media Forum in Lucerne, Switzerland. John is a regular contributor to the political coverage of the New York Times, the Huffington Post, WBUR’s Cognoscenti and other online and offline channels. John remains active today as a member of the Ad Club of Boston Board of Directors, the President of the New England Association of Eisenhower Fellowships and is a member of the Global Alumni Steering Committee.
  4. 4. I. Background and Perspective Millennials, Politics, Technology, Strategy II. Understanding Influence Methodology through Engagement III. Case Studies Social Metrics, Online-Offline Trend-spotting OVERVIEW 3
  5. 5. 3 or 4 things inspired me on this journey… 4
  6. 6. ‘03 (40% of total) via the Internet. In the matter of a few months, Howard Dean raised $20,000,000 5
  7. 7. ‘06 and went from worst to 1st without a TV ad. Deval Patrick identified 8,000 volunteers, 100,000 supporters 6
  8. 8. ‘06 communications were less effective every day. We learned that the old ways of marketing and 7
  9. 9. ‘07 Working with my students at Harvard IOP, I asked a question, 8
  10. 10. ‘07 … and then another, and then started a company called SocialSphere. 9
  11. 11. If millions of Millennials would be willing to engage in an activity they more or less loathe (politics) if asked by a friend, what could brands hope for from fans and customers who actually like them? ’08 10
  12. 12. 5 Lessons learned along the way. 11
  13. 13. 1 IDENTIFY || EMPOWER || ASK FOR MORE Tehneg atgruet hw itthha tth eev ethryin gbsra tnhde yh’ares hpuansdsiroendast,e t haobuosuatn. ds, millions of fans seeking ways to 12
  14. 14. Onsite Engagement Reach Bias Influence Topical Frequency 2 authority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight, aka INFLUENCE, find a way to identify and measure it 13
  15. 15. “They have unquestionably been the best thing about the Stanley Cup playoffs. The second-best thing about the playoffs to date? The Kings' Twitter feed, @LAKings, which is a window into the future of social media in sports.” 3 Selling hockey in LA Identified four segments to target on social media with the goal to increase conversation and fan engagement with the Kings, build more flexibility by adding Twitter followers. 14
  16. 16. authority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight 3 … by identifying influencers by segment. aka INFLUENCE 15
  17. 17. 3 and empowering them through engagement. 16
  18. 18. 17
  19. 19. 18
  20. 20. 19
  21. 21. http://www.ppbh.com/how-much-do-ads-on-twitter-cost/ 20 Using a Traditional Promoted Account Strategy 27,473 new followers x $2.50 = $68,682.50
  22. 22. 21
  23. 23. authority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight 4 It only takes a few influencers to generate aka INFLUENCE millions of impressions, as long as you ASK. 22
  24. 24. authority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight 4 Examples of the Boston Globe Dashboard, aka INFLUENCE highlighting ORBIT™ influencers weekly. 23
  25. 25. YouTube Views authority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight 5 Tuning into the right influencers, predicts aka INFLUENCE the offline world as well. Influencer Tweets R2=0.93 24
  26. 26. Baker position in weekly polls authority, clout, credit, heft, in, juice [slang], leverage, pull, sway, weight 5 Tuning into the right influencers, predicts aka INFLUENCE offline world as well. Influencer Tweets 25
  27. 27. identify empower ask identify Personal and direct outreach to the Top 1% on daily basis. Targeted promoted tweets to influencer segments focused on rich engagement. Scalinga Iunthfloruitye, nclocuet,: c rIendflit,u heefnt, cine, jru icMe [aslannag]g, leevmeraegne,t p uSll,y sswtaey, mwe™ight aka INFLUENCE 26 EVERY DAY EVERY WEEK AS NEEDED / CALENDAR Broaden outreach and scope around key events. INFLUENCER PULSE™ CONVERSATION PULSE™
  28. 28. I. Know your influencers II. Help them help you Organic to paid strategies III. Link to offline priorities Measure and evolve SUMMARY Develop and integrate Social CRM 27
  29. 29. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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