Building social advocacy through insight

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Azeem Azhar, London April 2013@azeem / @peerindex

http://partners.peerindex.com/

Social media is growing up

Phase 2:“Have followers, want advocacy!”

Phase 3:AdvocacySuperstar

Phase 1:“No presence, want followers!”

t

Grows

audience

Identifies

advoca

tes

today

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You have managed to build up significant audiences

6.2M followers

93Kfollowers

130Kfollowers

755K followers

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Now what?

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The next step is to “find the gold” and develop advocacy to generate social media ROI

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Luckily, abundant social data makes this possible

Your brand’s

followers

All people

Find gold in your existing community

Identify and activate influencers

Your brand followers’ look-

alikes

Find new customers and advocates you didn’t know about

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It’s about influence in all its layers (not about a single score)

Topics

Activity

Context

Location

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It’s also not about celebrity

SOURCE: Nielsen’s Global Trust in Advertising Survey

of consumers TRUST earned media, above all other forms of advertising

92%

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...or simple follower counts

Lemmings, moony wedding?, pyramid, buy followers, topical auth,

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After identifying your influencers you need to activate them

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ObjectiveWork with Blue Hive to deliver awareness campaign six months prior to launch

Approach Position as a well designed, technical innovation for modern family

Execution 1.Identified 25,000+ influencers matching B-MAX brand footprint across Europe

2.Activated > 750 influencers with Ford B-Max content

3.Tracked discussion, content generation and message spread

100+blog

mentions

14Mpeople

reached

4,200influencers engaged

AUTOMOTIVE CASE STUDYPAN-EUROPEAN PERK

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ObjectiveBuild awareness & drive sign-ups for Tesco owned movie-on-demand service blinkbox

Approach Target movie influencers to generate word-of-mouth referrals

Execution1.Identified 800 influencers matching Blinkbox brand footprint

2.Activated 250 to receive 10 movie rentals free of charge (£35 value)

3.Tracked discussion, content generation and message spread which drove positive sentiment and acquisition

6.3%engagement

rate

435Kearned

media imps

800Influencers engaged

NATIONAL PERKENTERTAINMENT CASE STUDY

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Keep in touch:

Azeem Azhar

@azeem / @peerindex

http://partners.peerindex.com/

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