engaging the influencers by agent wildfire
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Sean Moffitt's, President of Agent Wildfire Opening Keynote Presentation at "Engaging the Influencers" hosted by Marketing MagazineTRANSCRIPT
Engaging Influencers
November 24, 2009
Sean Moffitt @SeanMoffittPresident & Chief Evangelist,
Agent WildfireOct 22, 2009
www.agentwildfire.com
Speaking of Influencers….
http://bit.ly/3MIf4xIt’s Movember time – join my team
www.agentwildfire.com
We find and work with Influencers
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- 40 industry/social media experts
- 100 brand communities/ initiatives
-Ongoing…
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Some of these people are not like the others….
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Huh?….
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If anything the social web has demonstrated the importance of influencers….
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The open web has exposed our social graph….
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Influence is distributed unevenly in life, social media ….and in this room
LinkedIn People with $200k+ income, 7 times more likely to have +150 connections
60% of members have high incomes and hold executive/consultant positions
Twitter 10% of audience is posting 90% of tweets
0.7% of Twitter users are followed by 1000+ users
Wikipedia 0.7% of users edit 50% of the articles
1.8% of users write 70% of the articles
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The social web works based on a small passionate group providing benefit to the
masses
Digg Top 20 users post 25% of front page content
Top 100 users post 56% of front page content
Blogs High authority bloggers post 300x more than low authority bloggers
¾ of bloggers are college grads
In general Influencers have twice as many social connections as average people
Influencers are twice as involved in community activities
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1800People
Strength
Me in 1992 Me in 2009
150150
2000
5000
1855
8000
1700
X 12
X 12
X 500
X 120
X 170
X 72
X 170
2.8 MillionPeople
Strength
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For less than 15% of your audience this is actually true:
“I don't know how to put this but I'm kind of a big deal.
People know me.
I'm very important.”
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Should we really be surprised that some people/customers are more influential than others?
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Only 25% of people in the world are supertasters….
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Only 5% of people in the world have absolute pitch….
www.agentwildfire.comOnly 3% of people are tetrochromats….
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Less than 1% of people have photographic memory….
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Only 10% of golfers can break 90, 1% break 80 and 1.25 × 10-10 play like Tiger
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And shouldn’t we want to account for them as being more valuable?
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Let’s consider another industry
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Salary Multiple Over Ave. Income
Top 100 Players NHL - $6.2 Million 177.1x
Next 900 Players NHL - $1.5 Million 42.9x
Next 1,000 Players AHL - $75,000 2.1x
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Expense Per Capita Multiple Over Joe TV
Top 25 Journalists $50k $2,000 22222x
Top1000 Influencers $xxk ???? ???
An Acquisition $50k $10.00 111.1x
TV Viewer $50k $ 0.09 1x
Now the Influencers
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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.”
Malcolm Gladwell, The Tipping Point
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Should we care? Why do we care?
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Let’s talk about the elephant in the room…
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• Shifts in media• Shifts in technology• Shifts in
demographics• Shifts in customer
needs• Shifts in business
models
Fundamental changes are occurring in – the environment we build brands……
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To sum up…
Brand Prerogative – Engaged Brands Grow, Closed Brands Don’t
Engaged brand value +18%
Non-engaged brand value -6%
Source: Interbrand 2009 Best Global Brand s report
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Who are we turning too…
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We’re turning the marketing model upside down
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The Fastest Growing Marketing/Media Segments
Expected 5 year Compound Annual Growth Rate
Word of Mouth 27%Internet/Mobile 14%Branded Entertainment 13%Custom Publishing 11%Out of Home 10%
Source: Veronis Suhler Stevenson
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What forms of new media/marketing will experience the biggest growth in the next few years (out of 22 types)?
Source: Agent Wildfire Buzz Report 2009
Social media marketing 37%Social network marketing 35%Mobile marketing 34%User-generated Content 31%Influencer marketing 28%
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www.agentwildfire.com
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Why are they so damn valuable?
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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
Brand Content – as an agency or innvoator, Influencers are creative partners and crowdsourced sources of solutions and ideas
Brand Insight - as a researcher or innovator, Influencers are a savvy alchemy of wisdom and feedback
Brand Support - As an organization, Influencers, when dealt with appropriately, are extraordinarily effective and valuable brand ambassadors and cust. service agents
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R E C Sx x x
Four sources of Influencer power
Reach Exposure Credibility Suasion
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Who are they?
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Not Everyone Participates Equally
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The Influencers – Word of Mouth Powerbrokers
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Six Types of Influencers
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“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
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“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
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www.agentwildfire.com
Tastemaker Motivations: To innovate, to create, to push the envelope, to be different
Tastemaker Roles in Word of Mouth:· Prosumption—building new stuff, collaborative production· Innovation Sounding Board—providing stimulus for innovation · User Generated Content—creating marketing content
Profile Questions for A Tastemaker:- Are you adventurous?- Will you try anything once?- Do you refuse to participate in mainstream activities?- Would you rather lead than follow?- Have you vacationed outside of Canada in the last 12 months?- Do you like to create new stuff in your spare time?
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www.agentwildfire.com
Trendspotter Motivations: To be aware, to be first in line, exclusivity, privileged access, new styles, change, the unusual & pioneering
Trendspotter Roles in Word of Mouth:· Beta Testers— optimizing preliminary product · Advance Previews—the first to be exposed · New Trialists—testimonial group for new products Trendspotter Profile Questions:- Do you always want to be the first to own new things?- Are you a source of fresh intelligence to your friends?- Are you very aware of latest styles and fashion?- Can you instinctively predict what’s next?- Do you love the unexpected?- Are you on the cutting edge of culture and society?
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www.agentwildfire.com
Opinion Leader Motivation: To lead, to convince, to be recognized, to debate, to be given the stage, passion and enthusiasm
Opinion Leader Roles in Word of Mouth:· Testimonial Advocates—public supporter of ideas· Brand Ambassadors—converting others to the cause · Seeded Adopters — the first to receive in-market product Opinion Leader Profile Questions:- Are you good at getting what you want?- Are you expressive with your emotions? Do you lead conversations?- Are you self-confident?- Do you like to take responsibility on important stuff?- Do you participate in a lot of groups?
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www.agentwildfire.com
Expert Motivations: To be right, to be recognized as an expert, to share knowledge, to understand the details, to be asked for recommendations, to know insider information
Expert/Maven Roles in Word of Mouth:· Product Raters/Validators— test existing products· Key Stakeholders—get invited to talk to company staff · Collaborators/Advocates—authentic credibility in building/advocating products Expert/Maven Profile Questions:- Do you consider yourself an authority on a number of subjects?- Do you frequently get asked for your opinion?- Do you investigate and scrutinize facts?- Are you known for making the right choices? - Do you rarely accept things at face value?
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www.agentwildfire.com
Celebrity Motivations:To be known, to be recognized, to get access, to become connected with popularity, to be visible, to be a winner, to build an entourage, to stand apart
Celebrity Roles in Word of Mouth:· VIP Insiders—getting exclusive access and star treatment· Cause Torchbearers—publicly recognized ambassadors · Buzz Marketing—launch parties, red carpet events Celebrity Profile Questions:- Do you like being the centre of attention?- Do you enjoy being noticed for your taste/fashion?- Are you known publicly by a wide audience?- Do you enjoy being extravagant? Do you publicly reveal details of your life to others?
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www.agentwildfire.com
Social Ringleader Motivations:To be social, to share, to gift, to connect, to rally teams and groups, to provide a public service, to organize
Social Ringleader Roles in Word of Mouth:· Word of Mouth Influencers— seeded brand ambassadors· Referral Network — inviting others to join cause - Viral Marketing —pass along content to others Social Ringleader Profile Questions:- Have you had a conversation with a new person recently?- Do you find it easy to make friends?- Do you have a lot of friend s you regularly connect with?- Do you entertain/hoist events frequently?- Do you have lots of different types of people in your social circle?- Do you go out of your way frequently to help others?
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www.agentwildfire.com
How are they motivated?
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Turning Users, Customers andConsumers
Into Authors, Advisors, Producers, Scouts, Testers andCollaborators & Broadcasters
Into Community Members, Advocates, Ambassadors and Evangelists
Thinktank/SoundingBoard
Scout/MysteryShopper
AdvisoryCouncil/CauseTorchbearer
SeededAdopter/Beta Tester
Customer
User
Consumer
Collaborator/Producer
Evangelist/Ambassador/Advocate
CommunityMember/VIP Insider
Influencer
Word of Mouth – A Different Mission
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“It’s Who They Are” “It’s What You Do” “It’s Who You Are”
10 Audience Attributes 15 Buzz Firestarters 11 Inescapable Traits
Three Basic Reasons Why Ideas Spread
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ExplicitlyMotivated
Extrinsic-ally
Motivated
Intrinsic-ally
Motivated
The Brand/Product The Experience The Person
THE BUILDING BLOCKS OF WORD OF MOUTH – THE 36 REASONS WHY PEOPLE BUZZ -
Passionate About the Topic
Logo Lovers
Knowledge Seekers
Social Brokers
Altruistic
Self-Expressives
ReciprocityDealers
Ego-Driven
Involved/Committed
$$
Social Currency
Brand Experience
Fame
VIP treatment/Customization
Scarcity
Intimacy
Influence
Visibility
Tight Boundaries
Rallying Cry
Rewards
Expertise
Bite-Sized Participation
Network Effects
Memes
Remarkable/Outrageous
Innovative
The Best At What You Do
Authentic
Liberating/Problem Solving
Trustworthy
Edgy
Likable
Easy to Talk About
Sensory
Ritualistic
Feedback Seekers
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
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
Sophisticated “What” Word of Mouth Marketers
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
…Influencers notice differences
Top 8 Value Desirability Drivers- High Quality- Trustworthy- Good Value- Reliable- Original- Simple- Fun- Leader
Top 8 Differentiating Drivers- Unique- Dynamic- Different- Distinctive- Innovative- Visionary- Daring- Progressive
Source: Y&R Brand Asset valuator
Sophisticated “Product/Company” Word of Mouth Marketers
The Dos with Influencers
- Be Genuine and Authentic
- Offer something exclusive
- Create an unexpected surprise
- Make it about the customer need, not your need
- Cement online influencers offline
-Answer the questions- why will they feel good- why will they look good- what’s in it for them?
The Don’ts
- Have a clear focus - make it link back to business goal/strategy
- Don’t build it and leave, staff/resource for a marathon not a sprint
- Highlight contributions/show that you’ve changed
-Engage in heavy brand sell
-Never, ever….lie
72
Never Forget – Humans are Hard Wired Social Animals
www.agentwildfire.com
www.agentwildfire.com
Inquire: info (at) agentwildfire.com
Phone: 416-255-4500
URL: www.AgentWildfire.com
Twitter @seanmoffitt
Blogs: Buzz CanuckSpread Like Wildfire
Explore: The Buzz Report (e-newsletter)
Signup at www.AgentWildfire.com
Learn: Executive, WOM Seminars