CPC& DIGITAL INFLUENCE COMMUNICATIONS NIRVANA? Charlie Pownall | CPC & Associates Ltd HONG KONG | March 2013 CPC& A ‘social’ election? © 2015 CPC & Associates Ltd All rights reserved CPC& What we’re going to cover • • • Evolution of influence & influencers Identifying digital influencers Do's and don'ts of digital influencer outreach © 2015 CPC & Associates Ltd All rights reserved CPC& Death of the blogger? © 2015 CPC & Associates Ltd All rights reserved CPC& New digital influence tools © 2015 CPC & Associates Ltd All rights reserved CPC& © 2015 CPC & Associates Ltd All rights reserved CPC& © 2015 CPC & Associates Ltd All rights reserved CPC& Trust in institutions – Hong Kong Source: Edelman © 2015 CPC & Associates Ltd All rights reserved CPC& Trust in media Source: Edelman © 2015 CPC & Associates Ltd All rights reserved CPC& Trust in industry – China Source: Edelman © 2015 CPC & Associates Ltd All rights reserved 10 CPC& Source: Greenpeace © 2015 CPC & Associates Ltd All rights reserved 15 CPC& #1 Understand topic Source: Salter Baxter © 2015 CPC & Associates Ltd All rights reserved 16 CPC& #2 Understand stakeholders Source: Salter Baxter © 2015 CPC & Associates Ltd All rights reserved 17 CPC& #3 Identify channels Source: Salter Baxter © 2015 CPC & Associates Ltd All rights reserved 18 CPC& #4 Identify active voices Source: Salter Baxter © 2015 CPC & Associates Ltd All rights reserved 19 CPC& #5 Understand linkages Source: Salter Baxter © 2015 CPC & Associates Ltd All rights reserved 20 CPC& #6 Assess and map influence Source: Altimeter Group © 2015 CPC & Associates Ltd All rights reserved 21 CPC& Roundtables Source: Ericsson © 2015 CPC & Associates Ltd All rights reserved 22 CPC& Access © 2015 CPC & Associates Ltd All rights reserved 23 CPC& Seeding © 2015 CPC & Associates Ltd All rights reserved 24 CPC& Giveaways © 2015 CPC & Associates Ltd All rights reserved 25 CPC& Some digital influence program do’s • • • • • • • • 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& And don’ts • • • • • • 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 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 © 2015 CPC & Associates Ltd All rights reserved charliepownall.com [...]... Be careful who owns the relationship Regularly update influencer lists © 2015 CPC & Associates Ltd All rights reserved 26 CPC& And don’ts • • • • • • 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...CPC& Digital ‘influencer’ habits today • • • • • 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 influence is… Ill-defined Fragmented Fluctuating © 2015 CPC & Associates Ltd... Assess and map influence Source: Altimeter Group © 2015 CPC & Associates Ltd All rights reserved 21 CPC& Roundtables Source: Ericsson © 2015 CPC & Associates Ltd All rights reserved 22 CPC& Access © 2015 CPC & Associates Ltd All rights reserved 23 CPC& Seeding © 2015 CPC & Associates Ltd All rights reserved 24 CPC& Giveaways © 2015 CPC & Associates Ltd All rights reserved 25 CPC& Some digital influence. .. Associates Ltd All rights reserved 12 CPC& What are you trying to do? • • • • • Awareness Consideration Sales Loyalty Reputation © 2015 CPC & Associates Ltd All rights reserved 13 CPC& How to identify digital infuencers #1 Define Topic #6 #2 Assess Identify Stakeholders & Map #5 #3 Understand Identify linkages Channels #4 Identify Online Voices © 2015 CPC & Associates Ltd All rights reserved 14 CPC& ... reserved CPC& What we’re going to cover • • • Evolution of influence & influencers Identifying digital influencers Do's and don'ts of digital influencer outreach © 2015 CPC & Associates Ltd All rights... update influencer lists © 2015 CPC & Associates Ltd All rights reserved 26 CPC& And don’ts • • • • • • Be fixated by numbers or sphere of influence Confuse influence with potential to 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