1. Building Digital Influence
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2. The Internet is the most transformational technology
since…
THE TABLE

3. Lots of:
Tables
Conversations
Noise
What are people listening to?

4. Consumers trust Word-Of-Mouth more than
BRANDS and ADVERTISING
a
Medi
Social
edia
g ital m
Old di
Source: Asia Pacific Digital Marketing Yearbook 2009, CHINA (excluding HK)

5. Growth of WOM leading marketers to rethink MEDIA
Digital Digital
Advertising Influence
Buy Earn
$ Spent on Media $ Spent on Content & Assets
Campaigns Steady Engagement
Exposure Endorsement
Brand Awareness Brand Equity
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6. 3 Rings of Influence Building
2. Identify and
engage
influencers
1. Improve
Brand
Experience
3. Activate
influencers to
reach a larger
audience
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7. 1 Want better marketing?
Keep Improving your product
Let customers know you care
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8. Use digital media to improve your brand
1. Listen & monitor
2. Ask for feedback. Reward & recognize.
3. Action & PR
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9. 9
http://mystarbucksidea.force.com/

10. Ideas
implemented
Influencers
identified!
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11. 11

12. FAQ
“What if people say something bad?”
People will discuss your products whether you are there
or not. It’s better to be there with a strategy to deal
with negative feedback effectively and constructively.
“When should I start?”
Don’t jump in until you have enough resources to have a
two-way conversation with your customers.
Additional social resources will cost money but it pays off
in reputation, innovation and customer satisfaction.
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13. 2 Identify your influencers
Find the 20% who contribute to 80% of your business,
and make them your brand advocates
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14. Who are influencers?
Malcolm Gladwell
The Tipping Point ( 引爆點 )
Connectors Mavens Salesmen
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15. Connectors – network
Socialable
Large number of “loose ties”
Ability to span different worlds
Key online characteristic:
Large number of friends and followers
Variety of interests
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16. Mavens – knowledge and sharing
Researcher / information gatherer
Ask questions
Trend-setter / early adopter
Like to share
Key online characteristic:
Share often and early
Ask for and share interesting and useful info
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17. Salesmen – persuasive
Credible & Charismatic
People agree with them
Motivate people to action
Key online characteristic:
Receive more “Likes” and positive ratings
Content Re-Shared (Re-tweet)
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18. Where you find these 3 types of influencers
Customer database
Employees
Industry, Partner and Affiliate Sites
Online communities
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19. 3 Activate your influencers
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20. Tools Catalysts
“Sticky message”
Social sharing
Exclusive offer or content
Referral marketing system
Recognition
Conversion platform
Financial incentives
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21. 人人喜欢 / Facebook 讚好 Basic Example
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22. Social sharing tools
Groupon.cn
Example
Exclusive offer to
members
Referral marketing
system
+
Financial incentive
Conversion platform
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23. FAQ
What kind of results can I expect from influencer
activation?
Studies have shown that influencer referrals have much
higher (4-6 times) click-through rates and conversion
rates. This is normal as people pay more attention to
what their friends recommend than average.
“Do I need to offer money to activate influencers?”
Status & recognition take time to build but they are often
more powerful motivators than small sums of money.
However, financial incentives have shown to deliver more
immediate short-term results.
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24. Summary of Influence Building
Improve the
Experience
Target the Few
Ask for Referral
and Reward
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25. Finally, remember you are at a table
Listen & engage
Be genuine
Be positive
Add value to the
conversation
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26. Andy Chang
andy.chang@doremus.com.hk
+852 9283 9222
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