The document discusses the importance of a social influence program for social businesses. It explains that such a program can cost-effectively deliver scale and increase credibility, engagement, reach, and action while mitigating risk. It outlines the key principles of influence programs, including that influencers exist inside and outside an organization, there are different types of influencers that can help reach different goals, and influence is relative rather than just popularity. It also stresses the importance of human analysis over just tools and scores.

1. SOCIAL INFLUENCE PROGRAMME
Actioning Social Business
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2. “Social influence is a
trusted online voice
that can inspire
others to action”
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3. Why a social influence programme is
important for social business
An influence programme cost-effectively delivers
social business scale
Increases
Extends Deepens Provides an
credibility & Illicits action Mitigates risk
reach engagement infrastructure
authority
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4. BLOOM’s influence programme principals
Influencers exist inside your organisation as well as outside
There are different types of influencer
Different types of influencer can help you reach different goals
Influence is relative – it’s not all about popularity
Tools and scores have their uses, but human analysis really matters
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5. Influencers exist inside your organisation as well as outside
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6. There are different types of influencer
AMPLIFIERS AUTHORITIES
ADVOCATES ASSETS
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7. There are different types of influencer
High popularity
Extensive reach
Connected
AMPLIFIERS High impact
For example…
Brand awareness
Word of mouth
Brand lift
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8. There are different types of influencer
Specialists
Personal
experience
Respected in
their field
Topical
AUTHORITIES relevance
For example…
Inspiring action (signups/referrals)
Driving sales
Sentiment shift
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9. There are different types of influencer
Brand
champions
Ambassadors
Regularly
promote and
recommend
Impacts brand
ADVOCATES reputation
For example…
Brand advocacy
Community development
Endorsements
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10. There are different types of influencer
People you want
to influence
directly Potential leads
Niche interests
Key decision
ASSETS makers
For example…
Lead generation
Sales/referrals
Demonstrating thought leadership
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11. Different types of influencer can help you reach different goals
Influencer type
Intended outcome examples
AMPLIFIER AUTHORITY ADVOCATE ASSET
Brand awareness
Word of mouth
Advocacy
Sales
Sentiment shift
Community development
Thought leadership
Signups
Brand lift
Endorsements
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12. Influence is relative – it’s not all about popularity
AMPLIFIERS
ADVOCATES
POPULARITY
BRAND
RELEVANCE
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13. Tools and scores have their uses, but human analysis really matters
What
topics
does
this
person
talk
Brand
about?
sen<ment?
Relevance
score?
Internal?
External?
Scoring
across
relevant
pla9orms
= Human analysts
= Tools
BLOOM
INFLUENCER
CATEGORISATION
AND
SCORING
METHODOLOGY
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14. Social influence programme workstreams
Understand Specify Identify Score Map
Manage Plan Engage
Perform Measure
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15. An iterative process
Specify
Measure Identify
Engage Score
Plan Map
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16. Understand social influence
DEFINITION
SPECIFY Use a combination of quantitative and qualitative
metrics (tools and analysts) to identify, measure and
map most relevant online influencers
IDENTIFY
PURPOSE
Connecting with social influencers both external and
internal to your organisation is an essential and
scalable way to meet your social business goals
SCORE
OUTPUT
Influencer map (data visualisation)
MAP Full data set inc. links and scores (spreadsheet)
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17. Manage social influence
DEFINITION
Develop a strategy and toolkit to manage ongoing or
campaign-based engagement with your identified
influencers
PLAN
PURPOSE
Influencer engagement must be carefully managed
and guided by strategic objectives to ensure both
relevancy of approach and efficiency of process
ENGAGE
OUTPUT
Influencer engagement strategy (written)
Influencer engagement toolkit (toolkit)
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18. Perform with social influence
DEFINITION
Identify your measures of success (aligned to your
intended outcomes), establish benchmarks and
regularly analyse progress against goals
PURPOSE
A robust measurement framework will allow you to
MEASURE assess whether your influence programme reached
the ultimate goal of influencing consumer (external/
internal) behaviour
OUTPUT
Measurement framework (written)
Regular reporting (written or automated)
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19. Find out more about how BLOOM can devise and
then implement a structured social influence
programme to deliver strategic business outcomes.
Jay Cooper, Managing Director
jay@bloomworldwide.com
07712 836 028
01273 862 341
www.bloomsocialbusiness.com
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