the changing influencer landscape
DESCRIPTION
The way in which sports fans consume media is witnessing a massive shift. No longer are fans simply spending their time on big media, mid-tail influencers and blogs, but with the proliferation of social media providing a voice to influential consumers, many fans now turn to other highly connected and engaged fans to get their news.TRANSCRIPT
The Changing Influencer Landscape
April 24, 2012
The Long Tail of the Social Web
The way in which sports fans consume media...IS EVOLVING
The Four Types of Influencer
Media BloggersAthletes/Celebs Consumers
What is a Consumer Influencer?
Fans and Followers
Silent Purchasers
Consumer Influencers
The Tools of the Trade: Influencer ID Vendors
Five Pillars of Influencer Engagement
INTERACTIDENTIFY ENGAGE MEASURE
Identify brand objectives and recruit fans and influencers that can help realize
brand goals
Build relationships and communicate with enthusiastic
brand fans
Engage community members to amplify content and perform
word-of-mouth marketing
Monitor and analyze market and brand
fans impact on brand ROI
BENCHMARK
Understand where the brand is today
and track performance against current benchmarks
How Influence is Measured
Reach
ResonanceRelevance
Influence
[Authoring on Topic] [Audience Engagement]
[Audience Size]
Why Brands Should Explore Influencer Engagement
• With an effective influencer engagement strategy, businesses will spark beneficial word-of-mouth, create brand lift, and ultimately influence the actions of other consumers in an authentic way
• Generates trusted word-of-mouth awareness about the brand at scale and at a consistent and ongoing basis
• Creates deep, authentic and lasting relationships between the brand and consumer, thereby bolstering our trust rating
• High levels of engagement deepen the brand’s message penetration
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