Digital Influence: Communications Nirvana?
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The document discusses the evolution of digital influence, highlighting the importance of identifying influencers and the strategies for effective outreach. It emphasizes understanding topics, stakeholders, and online voices, while also providing dos and don'ts for digital influence programs. The content is aimed at enhancing digital communication strategies in an increasingly fragmented media landscape.
Digital Influence: Communications Nirvana?
- 1. DIGITAL INFLUENCE. COMMUNICATIONS NIRVANA? HONG KONG | March 2013Charlie Pownall | CPC & Associates Ltd CPC&
- 2. © 2015 CPC & Associates Ltd. All rights reserved 2 CPC& A ‘social’ election?
- 3. • Evolution of influence & influencers • Identifying digital influencers • Do's and don'ts of digital influencer outreach © 2015 CPC & Associates Ltd. All rights reserved 3 CPC& What we’re going to cover
- 4. © 2015 CPC & Associates Ltd. All rights reserved 4 CPC& Death of the blogger?
- 5. © 2015 CPC & Associates Ltd. All rights reserved 5 CPC& New digital influence tools
- 6. © 2015 CPC & Associates Ltd. All rights reserved 6 CPC&
- 7. © 2015 CPC & Associates Ltd. All rights reserved 7 CPC&
- 8. Source: Edelman © 2015 CPC & Associates Ltd. All rights reserved 8 CPC& Trust in institutions – Hong Kong
- 9. © 2015 CPC & Associates Ltd. All rights reserved 9 CPC& Trust in media Source: Edelman
- 10. © 2015 CPC & Associates Ltd. All rights reserved 10 CPC& Trust in industry – China Source: Edelman
- 11. • Snacking and re-packaging • Always-on and on-the-go • Lifestyle and niche interests • Shared across multiple networks • Mixing personal & professional © 2015 CPC & Associates Ltd. All rights reserved 11 CPC& Digital ‘influencer’ habits today
- 12. Fluctuating Ill-defined Fragmented © 2015 CPC & Associates Ltd. All rights reserved 12 CPC& Digital influence is…
- 13. • Awareness • Consideration • Sales • Loyalty • Reputation © 2015 CPC & Associates Ltd. All rights reserved 13 CPC& What are you trying to do?
- 14. #1 Define Topic #2 Identify Stakeholders #3 Identify Channels #4 Identify Online Voices #5 Understand linkages #6 Assess & Map © 2015 CPC & Associates Ltd. All rights reserved 14 CPC& How to identify digital infuencers
- 15. © 2015 CPC & Associates Ltd. All rights reserved 15 CPC& Source: Greenpeace
- 16. Source: Salter Baxter © 2015 CPC & Associates Ltd. All rights reserved 16 CPC& #1 Understand topic
- 17. © 2015 CPC & Associates Ltd. All rights reserved 17 CPC& Source: Salter Baxter #2 Understand stakeholders
- 18. © 2015 CPC & Associates Ltd. All rights reserved 18 CPC& Source: Salter Baxter #3 Identify channels
- 19. © 2015 CPC & Associates Ltd. All rights reserved 19 CPC& Source: Salter Baxter #4 Identify active voices
- 20. © 2015 CPC & Associates Ltd. All rights reserved 20 CPC& Source: Salter Baxter #5 Understand linkages
- 21. © 2015 CPC & Associates Ltd. All rights reserved 21 CPC& Source: Altimeter Group #6 Assess and map influence
- 22. Source: Ericsson © 2015 CPC & Associates Ltd. All rights reserved 22 CPC& Roundtables
- 23. © 2015 CPC & Associates Ltd. All rights reserved 23 CPC& Access
- 24. © 2015 CPC & Associates Ltd. All rights reserved 24 CPC& Seeding
- 25. © 2015 CPC & Associates Ltd. All rights reserved 25 CPC& Giveaways
- 26. • Be clear about your objectives • Ensure relevance • Think laterally • Treat as individuals • Build long-term relationships • Take feedback seriously • Be careful who owns the relationship • Regularly update influencer lists © 2015 CPC & Associates Ltd. All rights reserved 26 CPC& Some digital influence program do’s
- 27. • Be fixated by numbers or sphere of influence • Confuse influence with potential to influence • Expect coverage or advocacy • Buy influence • Assume there are top tier digital influencers • Forget ‘traditional’ influencers © 2015 CPC & Associates Ltd. All rights reserved 27 CPC& And don’ts
- 29. THANK YOU CPC & Associates 3/F Nam Wo Hong Building 148 Wing Lok Street Hong Kong cp@charliepownall.com +852 6013 6201 charliepownall.com @cpownall charliepownall.com© 2015 CPC & Associates Ltd. All rights reserved
Editor's Notes
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