Sean Moffitt's, President of Agent Wildfire Opening Keynote Presentation at "Engaging the Influencers" hosted by Marketing Magazine

1. Engaging Influencers November 24, 2009 Sean Moffitt @SeanMoffitt President & Chief Evangelist, Agent Wildfire Oct 22, 2009

2. Speaking of Influencers…. It’s Movember time – join my team http://bit.ly/3MIf4x

3. We find and work with Influencers

5. 100 brand communities/ initiatives

7. Huh?….

8. If anything the social web has demonstrated the importance of influencers….

9. The open web has exposed our social graph….

10. Influence is distributed unevenly in life, social media ….and in this room

11. The social web works based on a small passionate group providing benefit to the masses

12. Me in 1992 Me in 2009 150 1855 X 12 X 170 150 X 12 2000 8000 X 500 X 72 5000 1700 X 170 X 120 2.8 Million People Strength 1800 People Strength

13. For less than 15% of your audience this is actually true: “I don't know how to put this but I'm kind of a big deal. People know me. I'm very important.”

14. Should we really be surprised that some people/customers are more influential than others?

15. Only 25% of people in the world are supertasters….

16. Only 5% of people in the world have absolute pitch….

17. Only 3% of people are tetrochromats….

18. Less than 1% of people have photographic memory….

19. Only 10% of golfers can break 90, 1% break 80 and 1.25 × 10-10 play like Tiger

21. And shouldn’t we want to account for them as being more valuable?

22. Let’s consider another industry

23. Salary Multiple Over Ave. Income Top 100 Players NHL - $6.2 Million 177.1x Next 900 Players NHL - $1.5 Million 42.9x Next 1,000 Players AHL - $75,000 2.1x

24. Now the Influencers ExpensePer Capita Multiple Over Joe TV Top 25 Journalists $50k $2,000 22222x Top1000 Influencers $xxk ???? ??? An Acquisition $50k $10.00 111.1x TV Viewer $50k $ 0.09 1x

25. The Law of The Few: “The answer is that the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.” Malcolm Gladwell, The Tipping Point

26. Should we care? Why do we care?

27. Let’s talk about the elephant in the room…

29. Fundamental changes are occurring in – the environment we build brands…… Shifts in media Shifts in technology Shifts in demographics Shifts in customer needs Shifts in business models

30. To sum up…

31. Brand Prerogative – Engaged Brands Grow, Closed Brands Don’t Engaged brand value +18% Non-engaged brand value -6% Source: Interbrand 2009 Best Global Brand s report

32. Who are we turning too…

33. We’re turning the marketing model upside down

34. The Fastest Growing Marketing/Media Segments Expected 5 year Compound Annual Growth Rate Word of Mouth 27% Internet/Mobile 14% Branded Entertainment 13% Custom Publishing 11% Out of Home 10% Source: VeronisSuhler Stevenson

35. What forms of new media/marketing will experience the biggest growth in the next few years (out of 22 types)? Social media marketing 37% Social network marketing 35% Mobile marketing 34% User-generated Content 31% Influencer marketing 28% Source: Agent Wildfire Buzz Report 2009

38. Why are they so damn valuable?

39. Brand Advocacy - as a marketer, Influencers are your “people market” multipliers Brand Buzz- as a media person, Influencers are a grassroots complement and amplifier Brand Perception – as a PR person, Influencers are game changing allies Brand Content – as an agency or innvoator, Influencers are creative partners and crowdsourced sources of solutions and ideas Brand Insight - as a researcher or innovator, Influencers are a savvy alchemy of wisdom and feedback Brand Support- As an organization, Influencers, when dealt with appropriately, are extraordinarily effective and valuable brand ambassadors and cust. service agents

40. R E C S Four sources of Influencer power x x x Reach Exposure Credibility Suasion

41. Who are they?

42. Not Everyone Participates Equally

43. The Influencers – Word of Mouth Powerbrokers

44. Six Types of Influencers

46. “The Message Credibility” – 3.6% of population - Gatekeepers, Databanks, Authorities, Filters, Gurus, Torture Testers, Filters “The Message Magnets” 0.8% of the population - Endorsers, Mega Hubs, High Priests, Fame Magnets, A-Listers “The Message Spreaders” - 1.8% of population - Organizers, Sneezers, Bees, Social Glue, Converters, Chatterers, Promiscuous, Connectors

48. Tastemaker Motivations: To innovate, to create, to push the envelope, to be different Tastemaker Roles in Word of Mouth: · Prosumption—building new stuff, collaborative production · Innovation Sounding Board—providing stimulus for innovation · User Generated Content—creating marketing content Profile Questions for A Tastemaker: - Are you adventurous? - Will you try anything once? - Do you refuse to participate in mainstream activities? - Would you rather lead than follow? - Have you vacationed outside of Canada in the last 12 months? - Do you like to create new stuff in your spare time?

50. Trendspotter Motivations: To be aware, to be first in line, exclusivity, privileged access, new styles, change, the unusual & pioneering Trendspotter Roles in Word of Mouth: · Beta Testers— optimizing preliminary product · Advance Previews—the first to be exposed · New Trialists—testimonial group for new products Trendspotter Profile Questions: - Do you always want to be the first to own new things? - Are you a source of fresh intelligence to your friends? - Are you very aware of latest styles and fashion? - Can you instinctively predict what’s next? - Do you love the unexpected? - Are you on the cutting edge of culture and society?

53. Expert Motivations: To be right, to be recognized as an expert, to share knowledge, to understand the details, to be asked for recommendations, to know insider information Expert/Maven Roles in Word of Mouth: · Product Raters/Validators— test existing products · Key Stakeholders—get invited to talk to company staff · Collaborators/Advocates—authentic credibility in building/advocating products Expert/Maven Profile Questions: - Do you consider yourself an authority on a number of subjects? - Do you frequently get asked for your opinion? - Do you investigate and scrutinize facts? - Are you known for making the right choices? - Do you rarely accept things at face value?

57. Social Ringleader Motivations: To be social, to share, to gift, to connect, to rally teams and groups, to provide a public service, to organize Social Ringleader Roles in Word of Mouth: · Word of Mouth Influencers— seeded brand ambassadors · Referral Network — inviting others to join cause - Viral Marketing —pass along content to others Social Ringleader Profile Questions: - Have you had a conversation with a new person recently? - Do you find it easy to make friends? - Do you have a lot of friend s you regularly connect with? - Do you entertain/hoist events frequently? - Do you have lots of different types of people in your social circle? - Do you go out of your way frequently to help others?

59. How are they motivated?

60. Word of Mouth – A Different Mission Scout/ Mystery Shopper Thinktank/ Sounding Board Turning Users, Customers and Consumers User Customer Consumer Into Authors, Advisors, Producers, Scouts, Testers and Collaborators & Broadcasters Collaborator/Producer Community Member/ VIP Insider Influencer Evangelist/ Ambassador/ Advocate Into Community Members, Advocates, Ambassadors and Evangelists Seeded Adopter/ Beta Tester AdvisoryCouncil/ Cause Torchbearer

61. Three Basic Reasons Why Ideas Spread “It’s Who They Are” “It’s What You Do” “It’s Who You Are” 10 Audience Attributes 15 Buzz Firestarters 11 Inescapable Traits

62. THE BUILDING BLOCKS OF WORD OF MOUTH – THE 36 REASONS WHY PEOPLE BUZZ - The Brand/Product The Experience The Person Intrinsic-ally Motivated Passionate About the Topic Rallying Cry Authentic Altruistic Intimacy Likable Influence Involved/ Committed Brand Experience Trustworthy Logo Lovers Tight Boundaries Extrinsic-ally Motivated Ritualistic Social Currency Edgy Social Brokers Network Effects Innovative Feedback Seekers The Best At What You Do Memes Self-Expressives Visibility Easy to Talk About Remarkable/ Outrageous Ego-Driven Scarcity Explicitly Motivated Fame Expertise Knowledge Seekers Sensory Bite-Sized Participation ReciprocityDealers Liberating/ Problem Solving VIP treatment/ Customization Rewards $$

63. The Who

64. Sophisticated “Who” WOM Marketers

65. The What

66. Sophisticated “What” Word of Mouth Marketers

69. Dynamic

70. Different

71. Distinctive

72. Innovative

73. Visionary

74. Daring

75. ProgressiveSource: Y&R Brand Asset valuator

76. Sophisticated “Product/Company” Word of Mouth Marketers

78. Offer something exclusive

79. Create an unexpected surprise

80. Make it about the customer need, not your need

81. Cement online influencers offline

82. Answer the questions

83. why will they feel good

84. why will they look good

86. Don’t build it and leave, staff/resource for a marathon not a sprint

87. Highlight contributions/show that you’ve changed

88. Engage in heavy brand sell

91. Inquire: info (at) agentwildfire.com Phone: 416-255-4500 URL: www.AgentWildfire.com Twitter @seanmoffitt Blogs:Buzz Canuck Spread Like Wildfire Explore: The Buzz Report (e-newsletter) Signup at www.AgentWildfire.com Learn: Executive, WOM Seminars