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WWW.BLOOMSOCIALBUSINESS.COM
SOCIAL INFLUENCE PROGRAMME
Actioning Social Business
WWW.BLOOMSOCIALBUSINESS.COM
“Social influence is a trusted online voice
that can inspire others to action”
WWW.BLOOMSOCIALBUSINESS.COM
Why a social influence programme is important for social business
An influence programme cost-effectively delivers social business scale
Extends reach
Deepens engagement
Increases credibility &
authority Illicits action Provides an
infrastructure Mitigates risk
WWW.BLOOMSOCIALBUSINESS.COM
BLOOM’s influence programme principals
Influencers exist inside your organisation as well as outside
There are different types of influencer
Different types of influencer can help you reach different goals
Influence is relative – it’s not all about popularity
Tools and scores have their uses, but human analysis really matters
WWW.BLOOMSOCIALBUSINESS.COM
Influencers exist inside your organisation as well as outside
WWW.BLOOMSOCIALBUSINESS.COM
AMPLIFIERS AUTHORITIES
ADVOCATES ASSETS
There are different types of influencer
WWW.BLOOMSOCIALBUSINESS.COM
AMPLIFIERS
For example…
High popularity
Connected
High impact
Brand awareness
Word of mouth
Brand lift
Extensive reach
There are different types of influencer
WWW.BLOOMSOCIALBUSINESS.COM
AUTHORITIES
For example…
Specialists
Respected in their field
Topical relevance
Inspiring action (signups/referrals)
Driving sales
Sentiment shift
Personal experience
There are different types of influencer
WWW.BLOOMSOCIALBUSINESS.COM
ADVOCATES
For example…
Brand champions
Regularly promote and recommend Impacts brand
reputation
Brand advocacy
Community development
Endorsements
Ambassadors
There are different types of influencer
WWW.BLOOMSOCIALBUSINESS.COM
ASSETS
For example…
People you want to influence
directly
Niche interests
Key decision makers
Lead generation
Sales/referrals
Demonstrating thought leadership
Potential leads
There are different types of influencer
WWW.BLOOMSOCIALBUSINESS.COM
Intended outcome examples Influencer type
AMPLIFIER AUTHORITY ADVOCATE ASSET
Brand awareness
Word of mouth
Advocacy
Sales
Sentiment shift
Community development
Thought leadership
Signups
Brand lift
Endorsements
Different types of influencer can help you reach different goals
WWW.BLOOMSOCIALBUSINESS.COM
POPU
LARITY
BRAND RELEVANCE
AMPLIFIERS
ADVO
CATES
Influence is relative – it’s not all about popularity
WWW.BLOOMSOCIALBUSINESS.COM
Tools and scores have their uses, but human analysis really matters
= Human analysts
= Tools
What topics does this person talk about?
Internal?
External?
Brand sen<ment?
Relevance score?
Scoring across relevant
pla9orms
BLOOM INFLUENCER CATEGORISATION AND SCORING METHODOLOGY
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Social influence programme workstreams
Understand Specify Identify Score Map
Manage Plan Engage
Perform Measure
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An iterative process
Specify
Identify
Score
Map Plan
Engage
Measure
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Understand social influence
SPECIFY
IDENTIFY
SCORE
MAP
DEFINITION Use a combination of quantitative and qualitative
metrics (tools and analysts) to identify, measure and map most relevant online influencers
PURPOSE Connecting with social influencers both external and
internal to your organisation is an essential and scalable way to meet your social business goals
OUTPUT Influencer map (data visualisation)
Full data set inc. links and scores (spreadsheet)
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Manage social influence
PLAN
ENGAGE
DEFINITION Develop a strategy and toolkit to manage ongoing or
campaign-based engagement with your identified influencers
PURPOSE Influencer engagement must be carefully managed
and guided by strategic objectives to ensure both relevancy of approach and efficiency of process
OUTPUT Influencer engagement strategy (written)
Influencer engagement toolkit (toolkit)
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Perform with social influence
MEASURE
DEFINITION Identify your measures of success (aligned to your
intended outcomes), establish benchmarks and regularly analyse progress against goals
PURPOSE A robust measurement framework will allow you to assess whether your influence programme reached
the ultimate goal of influencing consumer (external/internal) behaviour
OUTPUT Measurement framework (written)
Regular reporting (written or automated)
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Find out more about how BLOOM can devise and then implement a structured social influence
programme to deliver strategic business outcomes.
Jay Cooper, Managing Director [email protected]
07712 836 028 01273 862 341
www.bloomsocialbusiness.com
