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Digital Influence: Communications Nirvana?

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Charlie Pownall
Charlie Pownall

Digital influence is sold as a marketing and communications nirvana, allowing organisations to reach audiences quickly and cheaply. How effective is it in reality?

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DIGITAL INFLUENCE. COMMUNICATIONS NIRVANA? HONG KONG | March 2013Charlie Pownall | CPC & Associates Ltd CPC&
© 2015 CPC & Associates Ltd. All rights reserved 2 CPC& A ‘social’ election?
• 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
© 2015 CPC & Associates Ltd. All rights reserved 4 CPC& Death of the blogger?
© 2015 CPC & Associates Ltd. All rights reserved 5 CPC& New digital influence tools
© 2015 CPC & Associates Ltd. All rights reserved 6 CPC&
© 2015 CPC & Associates Ltd. All rights reserved 7 CPC&
Source: Edelman © 2015 CPC & Associates Ltd. All rights reserved 8 CPC& Trust in institutions – Hong Kong
© 2015 CPC & Associates Ltd. All rights reserved 9 CPC& Trust in media Source: Edelman
© 2015 CPC & Associates Ltd. All rights reserved 10 CPC& Trust in industry – China Source: Edelman
• 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
Fluctuating Ill-defined Fragmented © 2015 CPC & Associates Ltd. All rights reserved 12 CPC& Digital influence is…
• Awareness • Consideration • Sales • Loyalty • Reputation © 2015 CPC & Associates Ltd. All rights reserved 13 CPC& What are you trying to do?
#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
© 2015 CPC & Associates Ltd. All rights reserved 15 CPC& Source: Greenpeace
Source: Salter Baxter © 2015 CPC & Associates Ltd. All rights reserved 16 CPC& #1 Understand topic
© 2015 CPC & Associates Ltd. All rights reserved 17 CPC& Source: Salter Baxter #2 Understand stakeholders
© 2015 CPC & Associates Ltd. All rights reserved 18 CPC& Source: Salter Baxter #3 Identify channels
© 2015 CPC & Associates Ltd. All rights reserved 19 CPC& Source: Salter Baxter #4 Identify active voices
© 2015 CPC & Associates Ltd. All rights reserved 20 CPC& Source: Salter Baxter #5 Understand linkages
© 2015 CPC & Associates Ltd. All rights reserved 21 CPC& Source: Altimeter Group #6 Assess and map influence
Source: Ericsson © 2015 CPC & Associates Ltd. All rights reserved 22 CPC& Roundtables
© 2015 CPC & Associates Ltd. All rights reserved 23 CPC& Access
© 2015 CPC & Associates Ltd. All rights reserved 24 CPC& Seeding
© 2015 CPC & Associates Ltd. All rights reserved 25 CPC& Giveaways
• 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
• 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
QUESTIONS? COMMENTS?
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

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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

Notas do Editor

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