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Word of Mouth Marketing: Creating Buzz and Engaging Influencers
October 2011Social Media Masters Toronto
@wikibrands#smm2011
Sean Moffitt @seanmoffitt
Who is Sean Moffitt….Just A Blonde Guy With a Cause
Bad Chefs
Bad British Cuisine
Bad Spies
Bad Bay Area Hoods
Bad US SoccerPerception
Bad Defensive Secondaries
Bad Marketing and Digital Practice
Agent Wildfire – Canada’s Word of Mouth People
We Word of Mouth (WoM) with these Influencers…
Wikibrands - 2011 Booklist Business Book of the Year
Published by McGraw-Hill (2011 Launch)
Twitter: @wikibrands
Website: www.Wiki-Brands.com
Richard Florida, Best Selling Author,“A must read for business leaders”
Don Tapscott, Digital pioneer and author, Wikinomics
“This is an important, perhaps seminal book”
“Something you Buy”1850
“Something you Trust”1910
“Something you Want”1950
“Something you Prefer”1980
“Something you Love”2000
“Something you Participate In”
2011
A Premium Brand is Now a Mark of ParticipationWikibrands - There’s a new currency on
how brands build business…
Evangelism
Escape
EffiliationExperience
Exchange
EquityEntimate
EstheticsEntegrity Exposed Education
EnnovativeEntertainment
Company-driven User-driven
Basic Drivers
AdvancedDrivers
PremiumDrivers
MissionDrivers
Forget Marketing’s 4Ps…Embrace the Wikibrand 13Es
Would you recommend my brand to a friend or
colleague?Well would you?
Web WoM leads the way
Social Business Word of Mouth Social Media
Believe word of mouth is credible
Likely to pass along brand conversations to others
Likely to purchase based on brand conversations
Likely to seek out information based on brand conversations
58%
50%
49%
35%
63%
56%
55%
39%
Source: Keller Fay, 2010
“Facebook is Ringo, Social Media is George, Word of Mouth is Paul, but Social Business is John”
Social Business105M
Word of Mouth55M
Social Media14M 11M
Big Caveat:Technology and tools
are less than 20% of the deal
“The diffusion of innovation is based more on sociology and psychology than on technology.”
Everett Rogers, 1962- The Diffusion of Innovations
The 4 Laws of the Social ‘Net and WoM
Awesomeness Socialness Authenticity Customer-ness
“There is only one thing in the world worse than being talked about, and that is not being talked about.”
Oscar Wilde, The Picture of Dorian Grey
The 1st Law of the Social Net - Awesomeness
#939 Hot cream and a straight razor on your neck at the barber shop#983 That pile of assorted beers left in your fridge after a party
The 1% Fact - The World is Not Created Equal…
Whether its business, products, services, motives, TV ….
There is the “AWESOME” - 1%
There is the “GOOD” - 20%
There is the “MEH” - about 60%
There is the “BAD” - 20%
There is the “UGLY” - 0.5%
What’s awesome in Your World?October WoM
Who were #1, #2 and #3 people to fly across the Atlantic?
Only 1.5% of Tweet conversations…
Are three levels (replies) deep
Only 0.9% of Facebook Users have… More than 500 friends
The Law of Awesomeness Online
Source: Y&R Brand Asset valuator
Top 7 Things That People Talk About
YOUR Brand
1. Unique2. Dynamic3. Different4. Distinctive5. Innovative6. Visionary7. Daring
In a Wikibrand World - Act different, be different, think different
19
The 2nd Law of the Social Net - Socialness
"Prosocial behavior is an essential component of health and happiness in human beings”
Robert Kloninger. Professor of Psychiatry , Author of Feeling Good, The Science of Well-Being
To Survive (Kiva/LinkedIn)
To Connect (Facebook)
To Make Sense of the World (Wikipedia)
To Reduce Risk & Uncertainty (Amazon)
To Benefit Economically (eBay)
To Relieve Tension (YouTube)
Six Core Human Instincts on Why We Talk
– Online Community Motivation – Why Do True Fans Join?
#1 - Social Connection#2 - Shared Community Values/Culture#3 - Expression/Creativity/Venting#4 - Establishing influence with key decision makers#5 - Access to Special Information/Advice#6 - Appealing to Hobbies/Interests#7 - Making a difference/to matter/support a cause
Source: Agent Wildfire 2011 Community Management Survey
1800People
Strength
Me in 1992 Me in 2011
150 150
5000
5000
4000
20000
5000
X 12X 12
X 500
X 190
X 170
X 170
X 170
8.4 MillionPeople
Strength
900 X 40
Ranked #1 Online penetration –79%/26.7 million Canadians onlineOnline usage –average 43.5 hours online per monthOnline video – 251 videos/17.2 viewing hours per monthLinkedIn usage - 15% of online Canadians useGaming – spend 4.5 hours each week
Ranked in Top 10 Social media Use– 70% use social media; ½ everydayFacebook usage –#4 worldwide/82% of online Can.Twitter usage –#6 worldwide/18% of online Can.Smartphone usage – 33% of mobile users
Social media age breakdown – usage is younger-skewed but broad spread, 18-34 {86%}, 35-54 {64%}, 55+ {43%}
Mobile Usage – there are 24+ million Canadian mobile subscribers
.
-
Source: comScore eMarketer/Ipsos Reid/Nielsen
Only in Canada, Pity!
The 3rd Law of the Social Net - Authenticity
“In a world of incressingly paid-for experiences, authenticity is what we increasingly crave from each other and our brands.
Joe Pine, Author of Authenticity and The Experience Economy
You don’t “Do, Kill, Buy, Trade in Social, YOU BETTER BE AND LIVE IT”
MASS MARKETING
DIRECT MARKETING
SOCIAL INFLUENCE MARKETING
A Genuine Culture Change is Required
ControlHypeDecisionsFeatures
CollaborationTransparencyDialoguePurpose
Top Reasons – Social Media Why Now Business Executives?
#1 The Need for Authenticity and Transparency -42%
#2 The rise of social networks - 38%#3 Increasing role of wireless/mobile - 35%#4 Customers/people waning attention spans - 25%#5 Media fragmentation - 22%#6 Change in mass marketing effectiveness - 20% Agent Wildfire -The Buzz Report 2010
Successful or Not?
The 4th Law of The Social ‘Net – Customer-Ness
The way to gain a good reputation,
is to endeavor to be what you
desire to appear.
Socrates
• iTunes, Craigslist, Zipcars
Freedom
• Nike, Converse, Jones Soda
Customization
• Amazon, RED, Wikileaks
Scrutiny
• Innocent Drinks, Vans, Trader Joes
Integrity
• John Fluevog, Wikipedia, Doritos
Collaboration
• Red Bull, Axe, YouTube
Entertainment
• Zara, Calvin Klein, Google
Speed
• Toyota, Apple, Netflix
Innovation
This is What Today’s Customer Wants
Executives who believe the Customer
Experience is the new battleground
- 95%
Executives who believe they are
delivering a positive customer experience - 80%
CUSTOMERS WHO AGREE -
8%
Customer Experience Reigns- Who Knows Better Than Your Customer -
Turning Users, Customers andConsumers
Into Authors, Producers, Scouts, Testers and Collaborators &
Broadcasters
Into True Fans, Community Members, Advocates,
Ambassadors and Evangelists
Thinktank/Sounding
Board
Scout/MysteryShopper
AdvisoryCouncil/Cause
Torchbearer
SeededAdopter/
Beta Tester
Customer
User
Consumer
Collaborator/Producer
Evangelist/Ambassador/
Advocate
CommunityMember/VIP Insider
Brand Fan
The best brands treat customers like valued fans
Do Brands Belong in Social? You betcha…
- 85% of people want companies engaging with their customers in social media
- Twitterers are three times more likely to embrace brands than average population
Visual : The Atlantic
Where to Start with WoM and Buzz?
Claire: Oh, we got both kinds. We got Country, and Western.
Elwood: Er.. what kind of music do you usually have here?
Visual- Intersection Consulting
WOM Comes in More Than a Few Flavours…
- Buzz
- Viral
- Social Media
- Influencer Marketing
- Evangelist Programs
- Brand Community
- Collaboration / Co-Creation
- Social Network Badging
- Customer intervention
- Grassroots/ cause marketing
- Experiential
-Pass along Referrals
-Recommend-ations
- Social Influence
What are the biggest elements to WoM?
Conversation Worthy Idea/Concept?
Great Product/Brand?
Customer Experience?
Audience who participates?
Culture/employees of a company?
Method of interaction?
Incentives for referral?
Strong process?
Creative/design used?
Tools used /platforms built?
Top 10 Ranked WoM ElementsGreat ideas that spread are rare and valuable
#1 Conversation Worthy Idea/Concept* 36 triggers
#2 Great Product/Brand
#3 Customer Experience provided
#4 The Audience who Participates* 6 types
#5 Culture/employees of a Company
#6 Method in which it interacts w/ its audience 30 tips
#7 Incentives for referral
#8 Strong process* 8 steps
#9 Creative/design used
#10 Tools/platforms built* 15 tools
What the Big Idea?Buzzworthy, Spreadable, Repeatable, Visual, Online/Offline
W
L
I
D
Influencer Recruitment Find, connect and invite the connected, savvy opinion
leaders
Lay the FoundationDevelop the platform, forum and tentacles for content and activity
Deliver an ExperienceOnline, cause-related, event, incentive or VIP experience
WOM
Fan the FlamesRebroadcast content, expand referral, share testimonials
F
R
I
E
Incubate the ConversationOngoing dialogue, moderation, content and incentives
Research and Insight Monitoring, feedback, analysis, adjustment and action
ExpansionFuel larger geography, portfolio, activity, features and/or scope
WILDFIRE
OVERVIEW:
ProcessAgent Wildfire – an 8-step
WILDFIRE playbook
WOMWILDFIRE
OVERVIEW:
7 Owned WoM Tools – Your Home Game
Awareness
Perception
Targeting
Traffic/SEO
User Content
Engagement
Purchase
Referral
Evangelism
Thought Leadership
Measurement
Monitoring Tools
OnlineCommunity EmailBlogsApps
1
1 2
12
1 23
213
1
1
12
1 2
1 23
Social Dashboard
Wiki/Collaboration
123
3
23
3
2 3
2 3
3
3
WOMWILDFIRE
OVERVIEW:
8 Shared WoM Tools – Your Away Game
Awareness
Perception
Targeting
Traffic/SEO
User Content
Engagement
Purchase
Referral
Evangelism
Thought Leadership
Measurement
13 2
23
1
3
1
1
1
Social Bookmarks
Location based
Ratings/Forums
Photo Sharing
12
1 2
3
3
21
123
23
2
3
3
2 3
21
123
Some of these people are not like the others….The Influencer Matters
1991 – Geoffrey Moore
“This consumer is part of the herd. They're word-of-mouth creatures
... They're asking their friends and colleagues, 'Are you using that camera yet? Me, neither.'
But if they ask around and people say, 'Yeah, I use it all the time,' then they'll rethink and try it out.”
The Law of The Few:
“The answer is that the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”
2002 – Malcolm Gladwell
“The new opportunity is that it's easier than ever to find, organize, and lead a tribe.
The Web has enabled an explosion of all kinds of tribes -- and
…created a shortage of people to lead them. This is the growth industry of our time.”
2008 – Seth Godin
The open web has not reduced, but instead, exposed the importance of influencers….
0.7% of Wikipediausers edit…
50% of the articles
1.7% of Wikipediausers author…
70% of the articles
Influencers Answer Questions
2.2% of Twitterusers account for…
58% of the tweets
1.7% of Twitterusers have …
More than 1,000 followers
Influencers Stay on Top of What’s Current
0.7% of Facebook pages have…
More than 100k fans
8.7% of FacebookUsers …
Update their status daily
Influencers Fan, Poke, Pic, Share…
0.8% LinkedIn members …
Visit each day
1% of LinkedIn members…
…are responsible for 34% of the site’s traffic
Influencers Hire and Network
High authority bloggers post …
300x more frequently than low authority bloggers
Only 9% of top blogs…
Get over 10,000 visitors per month
Influencers Generate Lots of Content
13.8% of online population…
…create 80% of the online influence posts
6.2% of online population…
…create 80% of the online influence impressions
Influencers are Big Online
Influence ≠ Followers
Influence ≠ Popularity
Influence Can’t Be Peddled
Influence is Interest Specific
And now we can provide the raw evidence
Should we care? Why do we care?
Brand Advocacy - as a marketer, Influencers are your “people market” multipliers
Brand Buzz - as a media person, Influencers are a grassroots complement and amplifier
Brand Perception – as a PR person, Influencers are game-changing allies
Influence Benefits - “Helping Grow Stuff…”
Brand Content – as an agency or innovator, Influencers are potential creative partners and crowdsourced sources of solutions and ideas
Brand Insight - as a researcher or innovator, Influencers are a savvy alchemy of outsider wisdom and feedback
Brand Support - as an organization, committed Influencers are extraordinarily effective and valuable brand ambassadors and customer service agents
Influence Benefits- “Helping Build Stuff”
Influence is not Distributed Equally…
Spreading messages effectively on the social web happens in two steps …
The Influencers
The Crowd
You can’t chase everybody…
“The suggestion that a firm merely needs to participate in a conversation is a little naive.
Microsoft was mentioned 2.5 million times in the blogosphere the previous year, and we have eighty-nine thousand employees.
How can you realistically be expected to operationalize a response to all of them?”
Why are they so damn valuable?
R E C Sx x x
Four sources of Influencer power
Reach Exposure Credibility Suasion
=
R E C Sx x x
Reach – deep and wide circles of influence
Reach Exposure Credibility Suasion
- More intimate/close friends- More colleagues and associates
- More affiliations to groups of interest- More links to other influencers
- More amplification channels of connection
=
R E C Sx x x
Exposure – more opportunity to flex influence
Reach Exposure Credibility Suasion
- Exposed to more interests- Adopt earlier/pay more attention to trends
- Make sense of the world more easily - More prolific content production
- Receive and pass along more recommendations
=
R E C Sx x x
Credibility – they are perceived to be…
Reach Exposure Credibility Suasion
- Better informed- More authoritative- Honest and care
- Relevant and Timely- Accreditized by trusted others
=
R E C Sx x x
Suasion – able to convince the others
Reach Exposure Credibility Suasion
- Passion and commitment to subject/brand/topic- Likability
- Reciprocation and involvement- Expressiveness/strong communication
- Confidence in messenger
=
Who are they?
The Influencers – Word of Mouth Powerbrokers
“The Message Creators” – 1.1% of the population- Creators, The Vanguard, Prosumers, Innovators, Activists, Trailblazers, The Edge, Mavericks
“The Message Radar” – 0.7% of the population- Conversations Starters, Alphas, Coolhunters, In-the-know, Early Adopters, Style hounds, Culture savvy,
“The Message Sellers” – 1.9% of the population-Evangelists, Salespeople, Persuaders, Change agents, Rainmakers, Proselytizers, Bellwethers, The Momentum
The front of the influence curve…
“The Message Credibility” – 3.6% of population- Gatekeepers, Databanks, Authorities, Filters, Gurus, Torture Testers, Filters
“The Message Magnets” 0.8% of the population- Endorsers, Mega Hubs, High Priests, Fame Magnets, A-Listers
“The Message Spreaders” - 1.8% of population- Organizers, Sneezers, Bees, Social Glue, Converters, Chatterers, Promiscuous, Connectors
…the back of the Influence Curve
Find Your Real Hardcore FansInvite them into The Front Row or On
Stage
Why We Word of Mouth? 36 Reasons
The Short Version - The Three Basic Reasons Why Ideas Spread through Word of Mouth
“It’s Who THEY Are” “It’s WHAT You Do” “It’s Who YOU Are”
10 Audience Attributes 15 Buzz Firestarters 11 Inescapable Traits
The Who
It’s because of them
#1 - Passionate about the topic#2 - Logo Lovers#3 – Knowledge Seekers#4 - Social Brokers#5 – Altruistic#6 – Involved/Committed#7 – Feedback Seekers#8 – Ego-driven#9 – Reciprocity Dealers#10 – Self-Expressives
"Life is either a daring adventure or nothing. – p.s. just survived an intentional parachute failure at
10,000ft”
Tactic: Publish Manifesto (Naked Pizza)/Employee Blog (Graco)
# 2 – Logo Lovers# 2 – Logo Lovers# 1 – Passionate about The Topic
# 2 – Logo Lovers
“D’OH! The Simpsons’ effect on TV is like the Beatle’s effect on music. We will buy them until they have nothing left to do.”
Tactic: Build Community (JetBlue TrueBlue)/ Use video sharing/Host user-generated video contest (Nike The Chosen)
# 3 – Knowledge Seekers
“Just another day of blowing something up”
Tactic: Topic-based blogs/Aggregated Advice (Mint.com/ Amex Open Business Forum)
# 4 – Social Brokers
“You wanna hug it out?”
Tactic: Host events/organize groups/tiered membership and roles/team wearables (Canadian Breast Cancer)
# 5 – Altruistic
“Move that bus!”
Tactic: Personal Appeal /Meetups (Wikipedia fundraising /Wiknics)
# 6 – Involved / Committed
“We're not the only people on this island and we alllllll know it!"
Tactic: Meritocratic communities/Challenges/Milestone Celebrations (Mozilla Firefox)
# 7 – Seeking Feedback
"What does that mean when the fitness instructors are ahead of the mayors?"
Tactic: Beta test Influencers (Lululemon)
# 8 – Ego Driven
“Show me someone without an ego, and I`ll show you a loser.You’re Fired.”
Tactic: Social dashboards/leaderboards/gaming (Empire Avenue)
# 9 – Reciprocity Dealers
“But we can only offer this level of programming with your help.”
Tactic: Affiliate/crowdsourcing revenue sharing (Amazon)
# 10 – Self – Expression
“SOME PEOPLE THINK BEAUTY IS SOMETHING YOU'RE BORN WITH......AND NOT SOMETHING YOU CAN CREATE......HOW NAIVE!!!!”
Tactic: Crowd designing platform/challenges/themes/profiles (Threadless)
It’s because of what you provide
#11 – Social Currency #12 – Brand Experience(s)#13 – Fame#14 – VIP Treatment/Customization#15 – Scarcity#16 – Influence#17 – Intimacy#18 – Visibility#19 – Tight Boundaries#20 – Rallying Cry#21 – Rewards#22 – Expertise#23 – Bite-Sized Participation#24 – Network Effects#25 – Memes
The What
# 11- Social Currency
Tactic: First to know/Top Stories/Trendwatch (Gawker/Gawker Stalker)
# 12- Brand Experience(s)
“I think it’s really down to the wire, and we’re afraid we’re last.”
Tactic: Testimonials/Employee Flipcam Profiles/CEO blogs/Publish Core Values (Zappos)
# 13 – Fame
“I genuinely believe with all my heart that we have found (a worldwide star) with you.”
Tactic: Customer competition/Performance stage (Squad 6)15 Minutes of Fame (Maynards)
# 14 – VIP Treatment / Customization
“Sophie gets what Sophie wants and Sophie is always right”
Tactic: Front of the line Incentives/exclusive access/updates (American Express)
# 15 – Scarcity
” Watch out—I’m coming to town and I can’t bring all my friends, so I’ve decided to look for a new BFF. I need a best friend who is hot, who can keep up with me, and most of all, who is real and won’t be a backstabber.”
Tactic: Restricted access/gifting (Google Gmail / +1)
# 16 – Influence
“You can only vote for him, you can't actually adopt him. Call now."
Tactic: Collaborative innovation/fan clubs/meet employees(Lego)
# 17 – Intimacy
“Will you accept this rose?”Tactic: Twitter time response/local venue and interest-specific
social hubs (Whole Foods)
# 18 – Visibility
“The top 10 CNN heroes -- remarkable everyday people changing the world -- were revealed by CNN's Anderson Cooper. All were nominated by CNN viewers inspired by their hard work and commitment.”
Tactic: Identity embeds itself into product/packaging (Maynards)
# 19 – Tight Boundaries
“Yeah, I'm obnoxious, yeah, I cut people off, yeah, I'm rude. You know why? Because you're busy. “
Tactic: Vetted member only access/Launch parties/Special deals/niche labels (The Gilt Groupe)
# 20 – Rallying Cause
“And remember you can make a difference”
Tactic: Matching Incentives/Partnerships/Product Badging/Bold Targets/Red Friends (Join Red)
# 21- Rewards
“DEAL OR NO DEAL”
Tactic: Group-based deals /Countdown clocks /real-time feedback/Social Integration/referral incentives (GroupOn)
# 22 – Expertise
“So now America, with an open heart and an empty stomach, I say unto you in the words of my uncle: Allez cuisine!”
Tactic: Well-curated forums /multiple communities /answered vs. unanswered questions/Grant compeitions (Intuit)
# 23 – Bite-Sized Participation
“There’s no such thing as 110%. It stops at 100.”
Tactic: Petition wall /matching donation wall (Sharpie)
# 24 – Network Effects
“Books were my pass to personal freedom. I learned to read at age three, and soon discovered there was a whole world to conquer that went beyond our farm in
Mississippi.”
Tactic: Recently joined lists/ best members/interest-specific groups/live chat (Facebook)
# 25 – Memes
“No soup for you! There was shrinkage! Vanderlet Industries! Man hands
The bro and manziere. Happy Festivus. Yada, yada, yada.”
Tactic: Label members, activities, objects, Chirp Conference, 85 word, Twitter Glossary (Twitter)
It’s because of who you are
#26 - Innovative#27 –Remarkable/ Outrageous#28 – The Best at What You Do#29 – Authentic#30 – Liberating/ Problem Solving #31 - Edgy#32 – Trustworthy#33 – Likable#34 – Easy to Talk About#35 – Ritualistic#36 - Sensory
# 26 – Innovative
"The following takes place between ??:?? and ??:?? pm"
Tactic: Augmented reality, partner integration , local mapping, training routine, mixes (Nike Plus)
# 27 – Remarkable/Outrageous
“What's the quickest you've ever knocked anyone out? 18 seconds including the ten-count. I think you're gonna break that today. “
# 28 – The Best At What You Do
“That was unbelievable.”
Tactic: Provocative demonstration/contextually relevant tests (Will It Blend)
# 29 – Authentic
“This is NOT fashion camp!”
Tactic: Authentic collaborators/product centric multimedia(Burberry – The Art of Trench)
# 30 – Liberating / Problem Solving
“Dead body, Bonus!”
Tactic: User generated uses/Advisory Council/Lists(Wd-40)
# 31 – Edgy
“Move forward. This never happened. It will shock you how much it never happened”
Tactic: Underground evangelism/targeted sponsorship (Pabst Blue Ribbon)
# 32 – Trustworthy
“I understand that you want to make finance entertaining, but it's not a f***king game”
Tactic: Link a cause/movement to your brand – link to purchase (Tom’s Shoes)
# 33 – Likeable
“Just go up to somebody on the street and say "You're it!" and then run away.”
Tactic: Don’t charge for extras/respond to people in real-time (Porter Airlines)
# 34 – Easy To Talk About
“You’re engaged ?”
Tactic: Making the invisible, visible and talkable online and offline (Movember)
# 35 – Ritualistic
“The belief in a supernatural source of evil is not necessary. Men alone are quite capable of every wickedness.”
Tactic: Fake history, strategy guide, faux rules, personality profiler(World Rock Paper Scissors)
# 36 – Sensory
“Who will speak for Planet Earth?”
Tactic: 3D Tours of Region (Nimmo Bay Lodge)
Summary - The 36 Reasons Why People Word of Mouth
It’s because of them
It’s because of what you provide
It’s because of who you are
#1 - Passionate about the topic#2 - Logo Lovers#3 – Knowledge Seekers#4 - Social Brokers#5 – Altruism#6 – Involved/Committed#7 – Feedback Seekers#8 – Ego-driven#9 – Reciprocity Dealers#10 – Self-Expression
#11 – Social Currency #12 – Brand Experience(s)#13 – Fame#14 – VIP Treatment/Customization#15 – Scarcity#16 – Influence#17 – Intimacy#18 – Visibility#19 – Tight Boundaries#20 – Rallying Cause#21 – Rewards#22 – Expertise#23 – Bite-Sized Participation#24 – Network Effects#25 – Memes
#26 - Innovative#27 –Remarkable/ Outrageous#28 – The Best at What You Do#29 – Authentic#30 – Liberating/ Problem Solving #31 - Edgy#32 – Trustworthy#33 – Likable#34 – Easy to Talk About#35 – Ritualistic#36 - Sensory
The best preparation? The top ideas? The right squad? The golden touch?
Avoiding the potholes? Building relationships?
30 Hard-Won Tips to WoM
#1-5 Live in the tribe ….
- Find your lifestyle target, read their content, listen to their exchanges
- Make a scouting report about their likes, dislikes and interest
- Know who they hang with
- Link to their content, credit their work
- Go easy - Make a friendly first connection
•Face to face
•Video chat•Phone call•Chat service (AIM, Skype)
•Facebook message
•Facebook wall post
•TweetLowest engagementGreatest reach
Highest engagementLowest reach
Are you listening to me?
#6- Understand desired level and degree of engagement that they want and you can support
#7-11 Get a Buzzworthy WoM-able Idea• Is your idea in the top 1% of awesome, sociable, authentic and customer-driven concepts you’ve ever seen?
• Does it combine your brand traits, with motivating activities and a primed audience?
• Does it max out on a few of the 36 reasons why people word of mouth?
• Does the experience and follow up match the promise that’s been set up? Does your buzz have longevity?
• Does it live offline and online?
#12-15 Do You Have The Right Team….• Do they have adequate levels of reach, exposure, credibility and suasion?
• Are you grabbing the right type and combination of influencer (tastemaker, trendspotter, opinion leader, expert, social ringleader, celebrity) at the right time and motivation?
• Do they feel connected to your brand or mission for reasons beyond the freebie – social connection, shared values, ability to express?
• Do you truly know who the top 100 (small business), 1000 (mid-sized) or 10,000 (big) of them are for your business?
#16-20 Treat Influencers like VIPs….
• Tell them stuff the general public doesn’t know yet/give them experiences that aren’t publicly accessible
• Celebrate their talents and the new tribe they’re in
• Let them know “why” they’ve been chosen
• Involve them in what you’re doing, before you do it
• Make them look good to others
#21-25 Don’t be a burden…flirt before you go steady
• Be clear about what’s involved – no strings attached
• Give them tools and forums to make their participation easy
• Set up content so that is easily shareable and customizable
• Thank them, regardless of outcome
• Get the most passionate, progressively more involved
#26-30 Invest in Success – A Commitment not a Campaign
• Keep effort fresh along the way – new stuff min. every 4 weeks
• Provide unexpected surprises along the way
• Create milestones, celebrate upon achievement
• Expand/tier/refresh circle of influencers over time
• Offer opportunities to certify and officialize their link to the brand
136
Never Forget – Humans are Hard Wired Social and Influential Animals
They crave things that are awesome, social, authentic and customer-driven to talk about…
Some among us will talk a lot more than others…
Let’s Start The Conversation…
Inquire: sean (at) wiki-brands.comsmoffitt (at) agentwildfire.com
Phone: 416-458-2818
URL: www.wiki-brands.com
Blogs: http://BuzzCanuck.typepad.com/
Explore: The Buzz Report (e-newsletter)Signup at www.AgentWildfire.com
Learn: Executive Seminars