Class 9 - Influencers - 03-23-2010

8/3/2019 Class 9 - Influencers - 03-23-2010

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• 5:00 – 5:30: Blog Post Q’s

• 5:30 – 6:15: Topic Presentation

• 6:15 – 6:30: BREAK!

• 6:30 – 7:45 Finding & Courting the Influencers

Class 9 – PRL 530 – Social Media

Influencers

Tonight’s Agenda March 23, 2010

1Wednesday, March 24, 2010









BREAK




Energizing






Why is WOM More Successfulthan Traditional Media?

• It’s believable ➔ testimonials from customers far more

credible than any media source.

• It’s self-reinforcing ➔ Hear it from one person, it’s

intriguing. Hear it from five or ten, even if you didn’t

know them before, and it has to be true.

• It’s self-spreading ➔

“If a product is worth using, its word of mouth generates more word of mouth in a

cascade that’s literally exponential.” (p. 130)






Energizing & SocialTechnographics• 24% Creators➔ About 1 out of 4 of your customers are

creating content online➔ they’re 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 trickledown exponentially to Critics & eventually Spectators.

• A little bit of effort could result in a lot of impact.



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Five Steps to Energize Your Organization’s

Influencers




Figure out if you want to

energize the

groundswell.

1

Check the socialtechnographics

profile of your

customer.

2 Ask yourself,

“what is my c u s t o m e r ’ s

problem?”

3

Pick a strategy

t h a t fi t s y o u r

customers’ socialtechnographics

p r o fi l e a n dproblems.

4

D o n ’ t s t a r tu n l e s s y o u

c a n s t i c karound for the

long haul.

5



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New Roles for PR

• Community advocate

• Community manager

• Brand ambassador

• Social Media

specialist

• Social Media

evangelist

• Vice president of

Social Media • Chief social officer

• Community relations

manager

• Community builder




Four Tenets of the

Community Manager

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




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.




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.




3. Savvy CommunicationSkills

• 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 stakeholdersto identify content, plan, publish, & follow up.




4. Gathers Community Input forFuture 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.

Documents

Class 9 - Influencers - 03-23-2010