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Appinions provides an example in which a pharmaceutical company wants to manage the conversation and quell negative sentiment around a recent product recall. See the tactics used and results of their influence marketing program.
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Using Influence Marketing to Successfully Manage a Crisis
Objective: A pharmaceutical company wants to manage the conversation and quell negative sentiment around a recent product recall.
Influence Initiatives:
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• Determine whether an official company statement is required based on influential conversation about the product recall.
• Identify most influential company detractors for potential outreach.
Appinions Topics Used: • Product recall
• Pharmaceutical company
Leveraging the Continuum™:
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• Through contextual analysis, decide which detractors are most likely to be receptive to the company’s outreach.
• Create customized outreach communications that specifically address the individual’s opinions about the product recall, and incorporate other personal elements to humanize the message.
• Deliver educational materials to address the influencer’s concerns about the recall, and convey the company’s diligence in proactively managing the process by sharing information on the preventative measures taken around the incident. Make the content easy for the influencer to share with others if he or she chooses to do so.
• Set up Updates on the Appinions platform to receive a daily email summary of influencer opinions on the product recall topic to monitor whether their sentiment improves, and what they are saying. Engage in follow-up communication on an as-needed basis.
Activate the Awareness stage of the Influencer Continuum™ and provide factual information to individuals that have a negative brand perception or incorrect information.
Brand Party
Focus Group
Session w/R&D Team
Give Product
Invite to Contribute
Content
Callout onCompany
Owned Platform
White Paper
Webinar
Digital NewsMagazines
Trade Shows /Events
Demo
Press Releases/ Links
PrimaryResearch
Expert/Trusted Voice
in Community
Host ExpertOnline Event
RegularContent
Contributor
Regular Events/
Meet ups
VIP Treatment
Invite to Speak at
Event
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Figure 1: Awareness is the catalyst for conversations and dialogues, leading to further progression along the Continuum™.
Product recall detractors
Engage Influencers with the Continuum™(cont’d):
Results:
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Pharma Companytopic influence score:47
source breakdown
16.0%blog
78.0%tweet
Product Recalltopic influence score:10
source breakdown
60.0%blog
12.0%news
18.0%tweet
The company measured influencer engagement over time to show improved influencer sentiment around the product recall discussion. They also noticed a drop in influence score on this topic, as fewer influencers opined on this issue. As a result, the company successfully managed the communication around the drug recall without major long term damage to their brand image.
Product Recalltopic influence score:3
source breakdown
77.5 %blog
12.5%news
10.0%tweet
Pharma Companytopic influence score:43
source breakdown
17.5%blog
6.7%news
76.1%tweet
Figure 2: Influence gap between the pharmaceutical company and the product recall before the influence marketing program (left) shows the company steeped in conversations related to the product recall. Influence
gap between the pharmaceutical company and the product recall after the influence marketing program (right) shows the decay in conversation related to the brand and product recall.
Before influence marketing program After influence marketing program
Results (cont’d):
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Product recall
Figure 3: Sentiment analysis and opinion volume graph of product recall shows how the sentiment around the company improves following influencer outreach.
Influencer Outreach
days ago
Opinion Volume and Sentiment of Product Recall
