For years and years companies have tried hard to create & manage brand ambassador communities. Some did it, most could not. Here is a presentation on the common denominators of those successful programs that did it.
5. A social network is a social
structure made of nodes that
are tied by one or more
specific types of relations
In its simplest form, a social
network is a map of all of the
relevant ties between the
nodes being studied.
The network can also be used
to determine the social
capital of individual actors.
Social Networks
Social Capital
Sociometry
Influencer Marketing
Underlying Concepts
6. Social capital is created by a
person's location in a
structure of relationships.
The core idea of social
capital theory is that social
networks have value.
It explains how some people
gain more success in a
particular setting through
their superior connections
to other people.
“The spirit of community”
Underlying Concepts
Social Networks
Social Capital
Sociometry
Influencer Marketing
7. Underlying Concepts
Sociometry produces a view,
where the attributes of
individuals are less
important than their
relationships and ties with
other actors within the
network.
Underlying Concepts
Social Networks
Social Capital
Sociometry
Influencer Marketing
8. Underlying Concepts
Influencer marketing is a
form of marketing in which
focus is placed on specific
key individual types rather
than the target market as a
whole.
It identifies the individuals
that have influence over
potential buyers, and
orientates marketing activities
around these influencers.
Underlying Concepts
Social Networks
Social Capital
Sociometry
Influencer Marketing
9. Underlying Concepts
Influencers by definition
have high social capital
Influencer marketing is
investment management
for social capital.
It requires identification of
individuals in the network with
high social capital to invest
and to better influence the
whole network.
Underlying Concepts
Social Networks
Social Capital
Sociometry
Influencer Marketing
Influencer
Marketing
Sociometry
Social Capital
11. Influencer Program Outlook
Measure & classify influencers according to their social capital
Identify & recruit potential brand advocates with high social capital
Create a multilogue sharing platform for influencers
Create & nourish desired behavior with awarding
Seed products, services, opinions & trends
Create motivation for discussion, sharing & increasing usage
Gain and measure performance indicators &
valuable insight from influencersMeasure
Execute
Create
Discover
13. How To Discover Social Capital?
Social Circles
Online Survey
References
Sociometry
Discover
Social Capital
14. How To Discover Social Capital?
Social Circles
Online Survey
References
Sociometry
An algorithm to identify and
classify influentials in the
brand’s network
Connectedness
Level of involvement
Geographic coverage
Online presence
Social network participation
Discover
Social Capital
15. How To Discover Social Capital?
Social Circles
Online Survey
References
Sociometry
Online social capital survey
Attitudes, interests, opinions
and activities
Digital trace: Blogs, social
network memberships,
twitter, groups, forums…
Check status, number of
peers, rankings, ratings,
etc…
Classify & segment target
audience
Discover
Social Capital
16. How To Discover Social Capital?
Social Circles
Online Survey
References
Sociometry
What role do you usually play in
deciding what to do with your
friends?
a) I prefer to hangout by myself, so I
can do what I want
b) I usually go along with what my
friends decide to do
c) I voice my opinion and we make a
decision together
d) I share my plan and often
convince my friends to go along
e) I plan activities and my friends
come along
Discover
Social Capital
17. How To Discover Social Capital?
Social Circles
Online Survey
References
Sociometry
Ask the participants about
their friends!
Let them invite and comment
on their friends
Ask the coolest, the most
social, most popular person
they know and move up the
ladder.
Discover
Social Capital
18. How To Discover Social Capital?
Social Circles
Online Survey
References
Sociometry
Sociometry is a quantitative
method for measuring social
relationships
"Sociometric explorations
reveal the hidden structures
that give a group its form: the
alliances, the subgroups, the
ideological agreements, the
‘stars’ of the show“
The end result is the
sociomaps explaining the
connectivityDiscover
Social Capital
19. End Result – Meet the Influencers
Connectors
Social glue of networks
High connectedness, with highest
number of nodes
Variety of nodes, connected to
different kinds of people
Mavens
Opinion leaders, information brokers,
curious minds, experts
They tip connectors with valuable
information. They search, read, write,
complain, create, and accumulate
information
Salesmen
The persuaders,they talk more
Higher outgoing traffic and more
nodes than average
Connector
Childish
Teenies
Connector
Techno
Savvies
Maven
Trend
Seekers
20. End Result – Meet the Influencers
Select and introduce the chosen influencers to your company for
approval at the end of the 1st phase
500 hand-picked dedicated influencers
Interviewed preferably face-to-face
Classified & clustered
Signed the terms&conditions
Influencers receive program kit upon joining
ID granting access to events, company, meetings
Program manual
Limited series apparel
22. How to Create & Motivate Social Capital?
Knowledge Gaps
Anticipated Reciprocity
Increased Recognition
Sense of efficacy
Create
Social Capital
23. How to Create & Motivate Social Capital?
Knowledge Gaps
Anticipated Reciprocity
Increased Recognition
Sense of efficacy
Create
Social Capital
Social capital lives on
knowledge & opinion gaps
between individuals.
Any platform where social
capitalists can feed on
knowledge gaps attracts
social capital
Your brand should feed the
Influencers with semi-
classified info and opportunity
to try new products/services
24. How to Create & Motivate Social Capital?
Knowledge Gaps
Anticipated Reciprocity
Increased Recognition
Sense of efficacy
Create
Social Capital
A person is motivated to
contribute valuable
information to the group in
the expectation that s/he will
receive useful help and
information in return
Discussion starts on brand’s
current performance and
ideas about what it should do
next...
25. How to Create & Motivate Social Capital?
Knowledge Gaps
Anticipated Reciprocity
Increased Recognition
Sense of efficacy
Create
Social Capital
All contributors are allowed to
create profiles and as their
contributions are measured
by the community, their
reputation increases.
For example, points, rating,
ranking systems etc.
These points gain access to
invite-only events &
resources, while contributors
receive expected points &
unexpected gifts
26. How to Create & Motivate Social Capital?
Knowledge Gaps
Anticipated Reciprocity
Increased Recognition
Sense of efficacy
Create
Social Capital
Individuals may contribute
valuable information because
the act results in a sense of
efficacy, that is, a sense that
they have had some effect
on the outcome
Influencers try, test, give
feedback & provide new
ideas on products/services,
etc via moderated or non-
moderated discussions
Contributions must be
awarded
27. Program Concept - “Backstage”
“Backstage Pass” by definition creates...
Knowledge Gaps
Sense of efficacy
Increased Recognition
Backstage is also an invitation-only
website
The subscribers are only invited after
social capital qualification
(1st phase)
It is the sharing and meeting point of
Influencers of your brand
28. Program Concept - “Backstage”
Backstage is an online platform
where selected influencers share &
discuss habits, tastes, choices,
consumption with other influencers
Influencers can do a lot in the
“Backstage”
Write, Comment, Rate, List
Share, Recommend, Invite
Try, test, review
Earn points in exchange
Redeem points by select from privileged
offers
29. Program Concept - “Backstage”
• Harry Potter 6 premier! Watch before everyone. Join
• Listen to Kasabian latest album in London. Go
• Join Raikonnen press conference before the race! Join
• Talk to the marketing team for your ideas. Talk
Hello Emre! Haven’t seen you for a while... Last visit: 3 weeks ago
304 points. 23 backstage friends Edit profile
Your Exclusive Video Messages
• Help us decide which product to launch first?
• Try the new website for a week!
• Review the latest & rate previous posts
• Invite friends over...
• We want you to join our meeting!
• You won a F1 ticket, collect more for VIP pass.
• Re: Backstage Meeting on Saturday
Your Messages
Your opinion needed! Collect points with your opinion!
• Cem has been writing on rates. Read it.
• Murat visited the company for a meeting. Ask him.
• Ebru tried the latest product before anyone. Read it.
Catch Up with friends...
• Active friends: Murat, Cem, Ömer, Emre, See all.
• Friends who need wake up call: Ebru, Selim. Send SMS
• Friends invited: Kerim, Ali, Can. Resend invitation
Your Friends
Read Watch Rate Write Try Invite
Exclusive offers for you. Redeem Points!
• Listen to unreleased albums
• Choose the name of the upcoming service
• Help design the university events
• Be the first to try new products
32. Context
Rewarding
Redemption
Privilege
Satisfy
Social Capital
The context is important in
social capital.
Close knit groups have the
power to magnify the
epidemic.
Facilitating and nourishing
“Circle of trust” is key
Influencers from a city
Those who tried one
product
Blogger influencers
Critic influencers
How to Satisfy Social Capital?
33. Context
Rewarding
Redemption
Privilege
Satisfy
Social Capital
Sense of efficacy is not
enough
Influencers must get instant
awards by filling up
questionnaires, posting,
commenting, sharing, and by
inviting friends to the
invitation-only backstage
Existing brnad loyalty
schemes can be integrated
Attendance is also rewarded
Offline & Online
Expected & Unexpected
rewards
How to Satisfy Social Capital?
34. Context
Rewarding
Redemption
Privilege
Satisfy
Social Capital
Instant awards aren’t enough
Music, sports events tickets
Last minute free tickets
by surprise
Joining a company marketing
meeting
“Once in a life-time”
experiences during
sponsored events, etc.
How to Satisfy Social Capital?
35. Context
Rewarding
Redemption
Privilege
Satisfy
Social Capital
Invitations to movie premiers
Access to restricted areas
Hand-shake with celebrities
Meet with company C-Level
Fast-lane to events
Mini concierge
New service trials
Semi-classified info
etc.
How to Satisfy Social Capital?
38. Quality
Reach
Decisions
Human Capital
Measure
Social Capital
Measure brand usage &
attitude
Are influencers still
influencing?
Did we invest in the right
social capital?
Are there better social capital
investment opportunities?
Check portfolio strategy in
terms of composition
How to Measure Social Capital?
39. Reach
Decisions
Human Capital
Measure
Social Capital
What is the impact of our
influencers?
How many people are we
influencing?
Can we utilize and direct our
influencer network better?
Geographically
Campus based
Cluster based
How many more influencers
do we need?
How to Measure Social Capital?
Quality
40. Reach
Decisions
Human Capital
Measure
Social Capital
Measure to justify visionary
opinions by asking them
Quantitative ideas about
services, products, etc.
Growing numbers of
backstage influencers will
enable test marketing
Panel measurement allows
for discussion around certain
topics and provides
qualitative actionable insight
How to Measure Social Capital?
Quality
41. Reach
Decisions
Human Capital
Measure
Social Capital
Convert Social Capital to
Human Capital
Backstage is also a trojan
recruitment mechanism
There is a constant job
interview going on
Dedicated Influencers may be
your employees should they
prove to “make the most of
influence”
How to Measure Social Capital?
Quality
43. Thank You!
Just wanted to share with all of you one of my well thought
presentations with the hope of inspiring a few brands for
doing better influencer marketing programs.
Thank You!
A.Emre Erşahin
emre.ersahin@gmail.com