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  • Influencers: Class 9 - PRL 530 - Social Media

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    Philip Ryan Johnson
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    Energize the groundswell means tapping into the power of word of mouth. Check the social technog raphics profile of your customer. Pick a strategy that fits your customers' social t e ch n o g r a p h I c s profile and problems. Don't start unless you can stick around for the long haul.

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    Class 9 - Influencers - 03-23-2010

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    Energize the groundswell means tapping into the power of word of mouth. Check the social technog raphics profile of your customer. Pick a strategy that fits your customers' social t e ch n o g r a p h I c s profile and problems. Don't start unless you can stick around for the long haul.

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    12 views19 pages

    Influencers: Class 9 - PRL 530 - Social Media

    Uploaded by

    Philip Ryan Johnson
    Energize the groundswell means tapping into the power of word of mouth. Check the social technog raphics profile of your customer. Pick a strategy that fits your customers' social t e ch n o g r a p h I c s profile and problems. Don't start unless you can stick around for the long haul.

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    of 19

    Class 9 PRL 530 Social Media

    Inuencers
    Tonights Agenda
    March 23, 2010

    5:00 5:30: 5:30 6:15: 6:15 6:30: 6:30 7:45


    Wednesday, March 24, 2010

    Blog Post Qs Topic Presentation BREAK!

    Finding & Courting the Inuencers


    1

    Blog Post Qs

    Wednesday, March 24, 2010

    Topic Presentation

    Wednesday, March 24, 2010

    BREAK
    Wednesday, March 24, 2010 4

    Energizing
    Energizing the groundswell means tapping into the power of word of mouth by connecting with, and turning on, your most committed customers... (p. 131)

    Wednesday, March 24, 2010

    What is Energizing?

    Finding enthusiast customers and turning them into word-of-mouth machines Knowing when to nd inuencers by their subtle behaviors...
    When they contact support, review something, or engage with an organization in any way.

    When you nd one, ask them to do something as simple as write a review on a web sitetheyll probably do it! Like in politics, Energizing the base.

    Wednesday, March 24, 2010

    Why is WOM More Successful than Traditional Media?



    Its believable testimonials from customers far more credible than any media source. Its self-reinforcing Hear it from one person, its intriguing. Hear it from ve or ten, even if you didnt know them before, and it has to be true. Its self-spreading If a product is worth using, its word of mouth generates more word of mouth in a cascade thats literally exponential. (p. 130)

    Wednesday, March 24, 2010

    Wednesday, March 24, 2010

    Energizing & Social Technographics



    24% Creators About 1 out of 4 of your customers are creating content online theyre talking about something online, not necessarily your product. 37% Critics Those commenting, ratings, reviews. ...and the 70% Spectators consuming everything If you focus on energizing Creators, the effects trickle down exponentially to Critics & eventually Spectators. A little bit of effort could result in a lot of impact.

    Wednesday, March 24, 2010

    Wednesday, March 24, 2010

    10

    Five Steps to Energize Your Organizations Inuencers

    Wednesday, March 24, 2010

    11

    1
    Figure out if you want to energize the groundswell.

    2
    Check the social technog raphics prole of your customer.

    3
    Ask yourself, what is my customers problem?

    Pick a strategy that ts your customers social t e ch n o g r a p h i c s prole and problems.

    Dont start unless you can stick around for the long haul.

    Wednesday, March 24, 2010

    12

    nity mu Com
    Managers
    What are they???
    Wednesday, March 24, 2010 13

    New Roles for PR



    Community advocate Community manager Brand ambassador Social Media specialist Social Media evangelist

    Vice president of Social Media Chief social ofcer Community relations manager Community builder

    Wednesday, March 24, 2010

    14

    Four Tenets of the Community Manager


    Jeremiah Owyang in Solis & Breakenridge (2009, p. 207)

    Wednesday, March 24, 2010

    15

    1. A Community Advocate

    Represent the customer #1 Job Duty Listening, monitoring, being active in understanding what customers are saying in both corporate and external communities. They engage customers by responding to requests and needs or just conversations, privately and publicly.

    Wednesday, March 24, 2010

    16

    2. Brand Evangelist

    Promote events, products and upgrades to customers by using traditional marketing tactics & conversational discussions. This individual has a higher degree of trust and will offer better products.

    Wednesday, March 24, 2010

    17

    3. Savvy Communication Skills



    Shapes the editorial content. They must know the technology inside and out. Responsible for editorial strategy & planning within the community. Will work with many internal & external stakeholders to identify content, plan, publish, & follow up.

    Wednesday, March 24, 2010

    18

    4. Gathers Community Input for Future Product and Services



    Gathering the requirements of the community in a responsible way. Able to present these requirements to product development teams. Surveys, focus groups, and other research. Facilitating the relationships between product teams & customers.

    Wednesday, March 24, 2010

    19

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