1.DIGITAL INFLUENCE. COMMUNICATIONS NIRVANA?Charlie PownallHong Kong March 2013

2. A social election? 3. What were going to cover Evolution of influence & influencers Identifying digital influencers Do's and don'ts of digital influencer outreach 4. Death of the blogger 5. New digital influence tools 6. xx 7. Trust in institutions Hong KongSource: Edelman 8. Trust in mediaSource: Edelman 9. Trust in industry - ChinaSource: Edelman 10. Digital influencer habits today Snacking and re-packaging Always-on and on-the-go Lifestyle and niche interests Shared across multiple networks Mixing personal & professional 11. Influence is Ill-defined FragmentedFluctuating 12. What are you trying to do? Awareness Consideration Sales Loyalty Reputation 13. Identifying digital influencers #1 Define Topic#5 Assess#2 Identify Stakeholders& Map#4 Identify Online Voices#3 Identify Channels 14. Trust in media 15. #1Source: Salter BaxterUnderstand Topic 16. #2Source: Salter BaxterIdentify Stakeholders 17. #3Source: Salter BaxterIdentify Channels 18. #4Source: Salter BaxterIdentify active Voices 19. #5Source: AltimeterAssess & map influence 20. Source: Salter Baxter 21. Influence programs - RoundtablesSource: Ericsson 22. Access 23. Seeding 24. Giveaways 25. Some influencer programs dos Be clear about your objectives Ensure relevance Think laterally Treat as individuals Build long-term relationships Take feedback seriously Be careful who owns the relationship Regularly update influencer lists 26. and donts Be fixated by numbers or sphere of influence Confuse influence with potential to influence Expect coverage or advocacy Buy influence Assume there are top tier digital influencers Forget traditional influencers 27. QUESTIONS? COMMENTS? SUGGESTIONS? 28. CONNECT WITH ME: @cpownall charliepownall.com