Interactive Minds Oct 09 Presentation - Dialogix
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The document discusses strategies for identifying key influencers on social media to promote brands. It suggests searching Twitter for mentions of a brand, products and competitors to find influential users. It also recommends engaging on forums where people discuss the brand and creating social media pages to guide conversations. Creating a cool event to attract key influencers is described, with the goal of them starting to befriend the brand organically. The strategies aim to generate greater awareness and more positive word-of-mouth for brands.
![IMAGE CREDITS
[All photos were sourced from Flickr with thanks to
Compfight. All images are used under the terms of a
Creative Commons licence. Photographer Credits:
kalandrakas; hans s; Aaron Escobar; MsBlueSky; Falling
Heavens; Jay Dugger; Jacob Bøtter; Vincent Boiteau;
World Economic Forum; teamstickergiant; Libertinus;
kimba; Jeb Ro; K.Coles; erin MC hammer; Torley]](https://image.slidesharecdn.com/091007mattdialogixfull-091007065911-phpapp02/85/Interactive-Minds-Oct-09-Presentation-Dialogix-64-320.jpg)
Interactive Minds Oct 09 Presentation - Dialogix
- 1. How to sort the influencers from the inconsequentials
- 2. Q. Who is Matt Granfield? A. Digital Strategist/Marketing Writer/Entrepreneur
- 3. MONITORING
- 4. MANAGEMENT
- 5. STRATEGY
- 6. RESEARCH
- 7. We help brands find their key influencers.
- 8. What is a key influencer?
- 9. Someone with the power to spread the word about your brand...
- 16. “70% of Internet users in Australia visited a social networking site in June 2009, up 29% from 2008...” Source: Comscore, http://www.comscore.com/Press_Events/Press_Releases/2009/8/2_Million_More_Australians_Go_Social_in_2009
- 17. That’s about 11 million people
- 21. Problem: New cafe, needs business (sales) Key Influencers: Coffee Lovers, Vocal Early Tech Adopters, Business Leaders, Local Press
- 24. Results...
- 25. Problem: Negative Word of Mouth Key Influencers: Parents
- 28. Solution: Find the most talkative customers AND the most vocal hecklers and get them talking in a controlled environment...
- 29. Solution: Don’t just get the people who talk the most, find the ones who have the highest SOCIAL AUTHORITY
- 32. Result: Enrolments up 15% Result: Negative word of mouth down
- 33. Result: Actual positive sentiment!
- 37. Problem: Breaka isn’t cool, seen as a school drink Key Influencers: The cool kids, school leavers
- 38. Strategy: Put on a pool party/rock concert outside school hours and make the brand cool by association
- 40. Step One: Find a cool band (and convince the client they’re cool)
- 42. Step Two: Find some cool kids (because if we get all the cool kids to come, they’ll tell all their friends how cool Breaka is)
- 43. S
- 44. Used Dialogix to find 14-17 year-olds in Qld with high social authority who mentioned the client OR competitors in last three months
- 50. Went back to Dialogix and used it to filter applicants who gave us their social network details
- 51. Results?
- 52. Breaka Poolies Website - Top 10 Referring Websites myspace.com googleads.g.doubleclick.net facebook.com twi6er.com nova1069.com.au ozbargain.com.au profile.myspace.com yveskleinblue.com dew‐process.com
- 54. So did you sell more flavoured milk?
- 55. It’s too early to tell! But I’ll keep you posted! Go to mattgranfield.com and you’ll find links to my blog...
- 56. Hmm. OK cool... But if you haven’t got a tool that calculates social authority like Dialogix*, what other tools can you use? *(Shameless plug – it only costs $150 a month for the basic service, which includes social authority ranking)
- 57. If you haven’t got a tool that calculates social authority look for these things: • Use Twitter Search (search.twitter.com)to find mention of your brand, industry and competitors • And then use ReTweetRank (retweetrank.com) to see how often the people who are talking about you get ‘Re- Tweeted’
- 58. If you haven’t got a tool that calculates social authority look for these things: • A blog with lots of comments and a high rating in Google Reader • Well-established forum profiles and high rankings • A MySpace page with lots of comments • Lots of results when you Google their name
- 59. If you haven’t got a tool that calculates social authority look for these things: • Lots of Facebook friends • They created Facebook events that people attend (they need to be fans of your Facebook Business Page before you can see this) • Other signs that they not only have lots of friends, but can actually call their friends to action
- 60. Summary Twitter searches for people talking about brand, products, competitors and region Engage, be friends, give advice; mix with traditional PR Sales
- 61. Summary Twitter searches for Found forums where people talking about people were doing the brand, products, talking and engaged competitors and region community leaders Engage, be friends, give Created own space advice; mix with where the dialogue traditional PR could be controlled Sales Less negative chat, more positive WOM
- 62. Summary Twitter searches for Found forums where Created a cool event to people talking about people were doing the attract the key brand, products, talking and engaged influencers competitors and region community leaders Engage, be friends, give Created own space Key influencers start advice; mix with where the dialogue befriending the brand traditional PR could be controlled Sales Less negative chat, Greater awareness more positive WOM
- 64. IMAGE CREDITS [All photos were sourced from Flickr with thanks to Compfight. All images are used under the terms of a Creative Commons licence. Photographer Credits: kalandrakas; hans s; Aaron Escobar; MsBlueSky; Falling Heavens; Jay Dugger; Jacob Bøtter; Vincent Boiteau; World Economic Forum; teamstickergiant; Libertinus; kimba; Jeb Ro; K.Coles; erin MC hammer; Torley]