Targeting Technology Influencers Online
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This document discusses targeting technology influencers known as "tech-fluentials". It defines tech-fluentials as e-fluentials who are also product influencers, technology explorers, peer advisors, and heavy internet users. The document provides data showing that tech-fluentials are opinion leaders, information spreaders, and engaged internet users. It also outlines how tech-fluentials use information and new technologies, and are conscientious consumers. Finally, it provides some examples of companies that have successfully targeted and leveraged tech-fluentials, such as Royal Dutch/Shell, Dove/Unilever, Samsung, and China Mobile.
Targeting Technology Influencers Online
- 1. BSI Targeting Technology Influencers Online Marketing 2.0 Conference, Hamburg 2005
- 2. BSI Join the conversation MARKETING 2.0 CONFERENCE Paris, France 28/29 March 2011 www.marketing2conference.com
- 3. Targeting Technology Influencers Online 1st International Word-of-Mouth Marketing Conference 1
- 4. Who are E-fluentials? E-fluentials frequently: Send e-mails to companies Send e-mails to politicians Send e-mails to well-known news and media companies Make friends online Make business contacts online Provide feedback to Web sites Forward news and Web site information to others Participate in chat rooms Post to bulletin boards Post to newsgroups Post to listservs Note: Cluster analysis--RoperASW/Burson-Marsteller surveys, 1999, 2001 Also analyzed in Burson-Marsteller 2003 surveys 2
- 5. Who are Tech-fluentials? They are e-fluentials who are This in turn makes them: also: 1. Chief opinion leaders Product purchase influencers 2. Information spreaders Technology explorers and 3. Highly active and engaged enthusiasts Internet users Peer advisors 4. Knowledge hunters and Seamless work and family gatherers connectors Information transmitters 5. Futurists Trend-setters 6. Fast and mobile Heavy Internet users 7. Accessible online and offline Super-connected home 8. Design-conscious owners 9. Function- and quality-focused Home-entertainment shoppers enthusiasts 10. Community-oriented citizens Bloggers 3
- 6. 1. They are chief advisors. E-fluentials Tech-fluentials I am confident in expressing my opinion in front of 84% others 86% 83% I listen carefully to the opinions of others 86% I influence the types of products my family, friends, 68% and colleagues buy 86% My family, friends and colleagues often ask for my 67% advice 86% I often try new products before my family, friends 61% and colleagues do 81% I can make a real difference in the world by sharing 62% information 76% Networking is one of the most important resources I 52% use to get ahead 60% I enjoy trying to change people's minds about 48% issues 49% 46% People say that I seem to know almost everybody 35% (Percent of respondents who Strongly Agree – 5 – or Agree – 4 – with each statement.) 4 *E-fluentials percentages are benchmark figures from Burson-Marsteller’s 2001 e-fluentials study.
- 7. 2. Their word travels far. E-fluentials Tech-fluentials 17 17 14 15 13 11 Tell an experience to... Tell a positive experience Tell a negative experience to… to… * E-fluentials percentages are benchmark figures from Burson-Marsteller’s 2001 e-fluentials study. 5
- 8. 3. They use information as currency. Tech-fluentials I make it a habit to be informed 96% I am always open to new ideas 94% I like knowing diverse perspectives 94% I consider myself a problem solver 93% When I come across a technology I am not familiar with, I spend time to research and figure out how it works 89% Information is the currency of this new century 88% I am cautious about making decisions 65% I am a big believer in trying new business models 64% (Percent of respondents who Strongly Agree – 5 – or Agree – 4 – with each statement.) 6
- 9. 4. They use technology to link business and personal lives. Tech-fluentials Technology is tranforming our lives 96% Innovation fuels business 88% Technology links my business and personal lives 86% Technology allows me to enjoy my everyday life more 85% The technology products I own reflect my personal style 84% I am a proponent of trying new technologies to solve business problems 83% Being on the cutting edge of technology gives me a key business advantage 78% I typically forward information about new technologies to my family, friends or colleagues 77% I use new technologies before they are completely proven or accepted by my peers 76% (Percent of respondents who Strongly Agree – 5 – or Agree – 4 – with each statement.) 7
- 10. 5. They are conscientious consumers. Tech-fluentials I tell my friends, family and colleagues about the 51% company's CSR activities I recommend purchasing company 44% products/services to friends, family and colleagues I purchase company products/services 42% I recommend purchasing company stock to friends, 19% family and colleagues I purchase the company stock 18% Other 3% None of the above 33% 8
- 11. So who’s doing it right when it comes to targeting and leveraging Tech-fluentials? 9
- 12. Royal Dutch/Shell 10
- 13. Dove/Unilever 11
- 14. Samsung 12
- 15. China Mobile 13
- 16. Bailey Coates 14
- 17. Saur Water 15
- 18. Client ABC – This Forbes 500 company hosted online communities for IT professionals. – Client invited 20,000 of these community members to take a survey posted on e- fluentials.com. – Burson-Marsteller screened for e-fluentials among the client’s online stakeholders: IT professionals. 16
- 19. ABC’s e-fluentials are intensive communicators. Client E-fluentials Non-Efluentials Forward news and Web information 100% 94% E-mail companies 97% 82% Provide feedback to Web sites 97% 82% Make business contacts online 95% 71% Post messages to newsgroups 94% 35% Post messages to bulletin boards 92% 44% Post messages to listservs 78% 17% Make friends online 77% 39% Participate in chat discussions 75% 39% E-mail news and media organizations 68% 31% E-mail politicians 44% 20% 17
- 20. ABC engages e-fluencers Action – Client sent an online promotion e-mail (i.e., a WOMunit) to its e- fluential community members (i.e., participants). Results – Propensity: 71% of client e-fluentials opened the message – Reach: 8.5% forwarded the message to peers, colleagues – Credibility factor: 27% of the forwarded messages were opened 18
- 21. How can you engage organic WOM? 1. Target: Identify the online influencers in your audience. They are among those who write to your Web site, send e-mails, speak up at industry events. 2. Track buzz: Monitor online word-of-mouth about your company. Who seems to be generating most of the buzz? What are the influentials saying to their peers? 3. Solicit feedback: Get online influentials’ views on new products and services. Ask them to take a survey or write an e-mail. 4. Inform and empower: Invite online influentials to company events, reach out to them with e-newsletters. Host online communities for influencers to exchange notes on careers, products, current events. 5. Be present online and offline: Integrate Internet (e.g., company Web site, brand Web site, online advertising) and print communications preferred influencers. 19
- 22. Why many still don’t bother – Generational mindsets – Old school vs. new school experience – The channel paradox – Classic marketing budget models don’t work here – Denial – “Not in our country (yet)!” – Cultural challenges – esp for multi-nationals – Germany vs. Japan vs. US online WOM behaviours – Organisational challenges – 24-hour vs. 24 minute response teams 20
- 23. How we might change this 1. Show (not tell) how e-fluentials are specifically impacting their brand. 2. Get to the right owner, and keep the stakeholders in mind. 3. Gauge their Comfort Zone and advise accordingly. 4. Show them the benefits – especially once you’ve identified your E-fluentials. 5. Map it out… one step at a time. 21
- 24. Robin Kim +49 69 238 0925 Robin_kim@fra.bm.com 22