nate elliott - “using social media to create mass reach
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Using Social Media To Create Mass Reach
© 2010 Forrester Research, Inc. Reproduction Prohibited1 © 2009 Forrester Research, Inc. Reproduction Prohibited
Nate ElliottPrincipal Analyst@nate_elliott
www.forrester.com/empowered
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Peer influence is more common and more powerful than ever before
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Smart mobile devices
Social technology
Pervasive video
Cloud computing
services
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620+ billion
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620+ billionimpressions
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Marketers can create mass reach by treating
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mass reach by treating empowered customers
as a channel
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Introducing the Peer Influence Pyramid
Why you need to target Mass Influencers
Three ways to create mass reach in social media
Agenda
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You have different kinds of fans with different kinds of value – and they must be treated differently
Social Broadcasters
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Potential Influencers
Mass Influencers
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Social Broadcasters: Few with great reach
Social Broadcasters
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Good news!
You already have a strategy for
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handling social broadcasters
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Bad news…
Social broadcasters generate more
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reach than trust
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Potential Influencers: Every day people with tiny, trusting networks
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Potential Influencers
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Good news!
Potential influencers are more
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trusted than social broadcasters
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Bad news…
Most potential influencers only
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post a few times a year
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Introducing the Peer Influence Pyramid
Why you need to target Mass Influencers
Three ways to create mass reach in social media
Agenda
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Mass Influencers: Everyday people who happen to have exceptional reach
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Mass Influencers
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The first type of Mass Influencer: Mass Connectors
– Europeans generate 120 billion influence impressions each year.
– Mass Connectors are the most active at creating impressions.
Social Broadcasters
Mass Influencers
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– They post brief thoughts & links.
– Use social networks like Facebook.
– There are 7 million Mass Connectors in Europe.
Potential Influencers
Mass Influencers
Mass
Connectors
Mass
Mavens
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The second type of Mass Influencer: Mass Mavens
– Europeans generate 1.1 billion influence posts each year.
– Mass Mavens are the most active creators of those posts.
– They post longer opinions &
Social Broadcasters
Mass Influencers
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– They post longer opinions & observations.
– Use content-focused social venues like blogs, review sites, and forums.
– There are 21 million Mass Mavens in Europe.
Potential Influencers
Mass Influencers
Mass
Connectors
Mass
Mavens
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Peer influence is Europe highly concentrated
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Surprisingly, blogs account for less than half of influence posts across Europe
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In the Netherlands there are less than 50,000 Mass Connectors and less than 150,000 Mass Mavens
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Discussion forums play an even bigger role in the Netherlands than elsewhere in Europe
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Introducing the Peer Influence Pyramid
Why you need to target Mass Influencers
Three ways to create mass reach in social media
Agenda
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First, study your key influencers and direct them to the social tools they want to use
� Social influence goes far beyond blog posts and Twitter
– For most audiences, discussion forums are a key channel
– Ratings sites are often overlooked as well
� Help users find the right pages on these sites
– Links to relevant discussion forum threads
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– Links to relevant discussion forum threads
– Links to appropriate product pages on review sites
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Second, actively encourage your positive influencers to get to work – by simply asking them
• Norton ran a Net Promoter survey, and realized it was the perfect way to identify advocates
• Norton invited those who scored 9 or 10 to join their ‘Norton Advocates’ program
• Norton asked its advocates to post product reviews online
• Doubled their average rating on key review sites
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Third, promote the good things your mass influencers are saying about you online
• Accor hotels both requests influence posts and creates influence impressions for its hotels
• Send emails to their guests asking for TripAdvisor reviews
• Posts TripAdvisor scores on its own hotel booking pages
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Summary
� Recognize that there are different types of influencers, and you must treat them differently
– Mass Influencers are the key: a small audience with big reach
� Don’t overlook the most popular place users post opinions about brands and products: discussion forums
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� Turn social media into a mass reach channel:
– Direct your users to the tools they want to use
– Ask them to create influence
– Amplify their influence using your own sites and tools
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Thank you
Nate [email protected]
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@nate_elliott
www.forrester.com