Workshop: Integrated Influencer Marketing

INTEGRATED INFLUENCER MARKETING

Gaurav Mishra/ Gauravonomics

www.gauravonomics.com
gauravonomics@gmail.com
gauravonomics on your favorite
social network

06.29.2010 | P1
© MSLGROUP

Director of digital and social media at MSLGROUP Asia

www.mslgroup.com/#practices/socialmedia

© MSLGROUP

Writer and speaker at Gauravonomics


© MSLGROUP

Designer and changemaker at Ideasliver Labs

www.ideasliver.com

© MSLGROUP

How does the social web work?
1
Game: Real life social network

How is the social web changing 360 degree marketing?
2
Case study: PepsiCo

How to create an integrated influencer marketing strategy?
3
Case study: Dell

B2C: How to create an integrated influencer marketing strategy?
4 Case study: Starbucks

B2B: How to create an integrated influencer marketing strategy?
5
Case study: Microsoft

How to measure the integrated influencer marketing strategy?
6
Game: Strategy on a post-it note

So, what will we learn today?

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1 What are our business objectives?

2 What are our brand personality traits and brand values?

3 Who are our brand evangelists and what are their passions?

4 What is our shared social heartbeat?

5 What organizing platforms and energizing programs will we create?

6 How will we measure success: impact, influence and engagement?

So, what will we do today?

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SESSION 1: HOW DOES THE SOCIAL WEB WORK?

06.29.2010 | P7
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Form groups of ten and check your chart paper/ post-it notes/
0
marker pens

Write your name and avatar-name, draw an avatar and mention five
1
“passion-tags” on a post-it note

Put up the post-it notes on your group’s chart paper in a random
2
order

Compare your “passion-tags” with your group members and draw a
3
line if the tags match


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DISCUSSION

06.29.2010 | P9
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1 Each one of us is connected to everyone else

2 Some of us are more connected than others

3 We connect with others around our passions

4 Connections lead to conversations, collaboration and community

5 Sometimes, we need catalysts to connect with others

6 Brands need to connect with people around their passions

How does the social web work

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DISCUSSION

06.29.2010 | P11
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Form groups of ten and check your chart paper/ post-it notes/
0
marker pens

On separate post-it notes, describe five instances when you
1
mentioned a brand to a friend (Which brand? Why? How?)

Put up the post-it notes on your group’s chart paper in a random
2
order

Group the post-it notes on the basis of similarities in brands
3
mentioned, the reason for mention, or the medium of mention.

Game: Why do we talk about brands

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DISCUSSION

06.29.2010 | P13
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1 We talk about brands with our friends in many different context

2 We talk about brands that are remarkable and talkworthy

3 We talk about brands because they give us a trigger to talk

We talk about brands with our friends when we think that they will
4 benefit from the tip

We talk about brands with our friends because we like to be seen as
5
knowledgeable

We often use mobile phones and social networks to talk to our
6
friends about brands

Why do we talk about brands

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DISCUSSION

06.29.2010 | P15
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Business
objectives

0

   
 

1 2 3 4 5 6 7
Brand Brand Evangelist Evangelist Social Organizing Energizing
persona values persona passions heartbeat platform programs

Identifying the social heartbeat is core to integrated
influencer marketing
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Evangelist passions

Social
heartbeat

Brand
values

Why is identifying the social heartbeat core to integrated
influencer marketing?
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DISCUSSION

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DISCUSSION

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SESSION 2: HOW IS THE SOCIAL WEB CHANGING
360 DEGREE MARKETING?

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Brand positioning  TV commercial  360
degree campaign

Old 360 degree marketing

The old 360 degree marketing was designed around an inside-out brand positioning captured in a
30-second TV commercial.

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Campaign 1 Campaign 2 Campaign 3
Attention

Time

Old 360 degree marketing

Even though each TVC-centric 360 degree marketing campaign attracted attention, it did not
retain attention. So, each campaign started and ended with zero attention.

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Social heartbeat  Online community 
360 degree commitment

360 degree marketing redux

The new 360 degree marketing is designed around an outside-in social heartbeat, realized in an
online community.

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Campaign 3

Campaign 2

Campaign 1
Attention

Time


Each community-centric 360 degree marketing campaign not only attracts attention from brand
evangelists, but also retains their attention over the long-term to grow the community.

© MSLGROUP

CASE STUDY: PEPSI REFRESH PROJECT

Disclosure: PepsiCo India was a 2020 Social client

06.29.2010 | P27
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Pepsi’s Super Bowl obsession

 Pepsi spent $142
million on Super Bowl
ads in the last decade
with ads that were full
music videos with top
celebrities. Pepsi
spends more than half
of its marketing budget
on TV ads.

Source: http://www.youtube.com/watch?v=W7jkygJ_QNo © MSLGROUP

Shift 1: Inside-out brand message  outside-in social
heartbeat
Indra Nooyi, CEO & Chairman
 In 2009, PepsiCo At PepsiCo, Performance with
committed to the Purpose means delivering
promise of sustainable growth by investing
“performance with in a healthier future for people
purpose” and launched and our planet.
Pepsi’s Refresh Frank Cooper, Chief Consumer Engagement Officer
rebranding
Each of our beverage brands has
a strategy and marketing
platform that will be less about
(creating) a moment, more
about a movement.
Pepsi Refresh TVC featuring Bob Dylan & Will.i.am

Every generation refreshes the
world. Now it’s your turn.

Source: http://youtube.com/watch?v=MNVxeBglwxo © MSLGROUP

Pepsi Refresh Everything

 The earlier version of
the Pepsi Refresh
website showcased
content and contests
that focused on
refreshing various
aspects of popular
culture.

Source: http://refresheverything.com © MSLGROUP

Pepsi Refresh Studio

 For instance, in
September 2009, Pepsi
tied up with Will.i.am
to launch a contest to
create a user-
generated video and
music track of the
single "La La La" from
LMFAO.

Source: http://ultimaterefresh.com and http://pepsi.realitydigital.net © MSLGROUP

Shift 2: Commercial-centric  community-centric

 In January 2010,
PepsiCo launched the
Pepsi Refresh Project
with a budget of $20m
to support ideas that
refresh local
communities.
 Based on the Pepsi
Optimism Project
(POP) Survey findings:
Americans believe that
the best ideas are
more likely to come
from "normal people"
as opposed to public
figures.

Source: http://refresheverything.com, http://youtube.com/watch?v=2fS39FitsoQ and
http://www.youtube.com/watch?v=4eX7Dl8Dn0I © MSLGROUP

Shift 3: Short-term campaigns  long-term commitment

 Apart from monthly
contests in which 1000
ideas compete for
$1.3m, Pepsi created a
series of celebrity
campaigns to energize
the community.


Pepsi Refresh MTV Roadtrip

 MTV VJ SuChin Pak
went on road trip
across America to meet
the Pepsi Refresh grant
recipients.

Source: http://facebook.com/refresheverything © MSLGROUP

Pepsi Refresh Celebrity Challenge

 Pepsi Refresh Celebrity
Challenge where Demi
Moore and Kevin Bacon
promoted their
favorite causes.

Source: http://facebook.com/refresheverything © MSLGROUP

Pepsi Refresh: One Goal in Mind

 In the run up to the
FIFA World Cup, Pepsi
Refresh tied up with
the US soccer team to
run a contest where
three players
promoted their
favorite ideas

Source: http://ussoccer.com/pepsirefresh © MSLGROUP

Pepsi Refresh: NASCAR Contest

 Pepsi Refresh ran a
contest with NASCAR
where three drivers
promoted their
favorite charities.

Source: http://nascar.com/promos/pepsirefresh/index.html © MSLGROUP

Pepsi Refresh Do Good for the Gulf

 Pepsi Refresh also ran
a special contest to
fund ideas that can
help in the Gulf oil
spill crisis.

Source: http://gulf.refresheverything.com © MSLGROUP

Pepsi Refresh: Cherry Goodness

 Pepsi Refresh contest
where consumers can
win $5000 for
themselves and $5000
to support their
favorite charity by
finding one of the 100
specially marked Pepsi
Cherry products.


Shift 4: Interruption-based  permission-based

 People opt-in to vote
for and promote their
favorite projects and
receive updates on
Facebook, Twitter and
other social networks,
apart from the
community website
itself.


Shift 5: Brand commercial  branded content streams

 The Pepsi Refresh blog
includes
announcements, how-
to tips, case studies
and grantee stories to
educate and energize
the community.
 Respected thought
leaders from GOOD act
as Refresh
Ambassadors (and
community managers)
in each category.
 All funded ideas are
showcased and their
progress tracked on
the idea blog.

Shift 6: Paid or earned media  owned and shared media

 Pepsi Refresh content
is created by celebrity
ambassadors,
contestants, and
supporters on
Facebook, Twitter and
other social networks,
apart from the
community website
itself.


1 Inside-out brand message  outside-in social heartbeat

2 TVC-centric  community-centric

3 Short-term campaigns  long-term commitment

4 Interruption-based  permission-based

Brand commercial  branded content streams
5

Paid or earned media  owned and shared media
6


The new 360 degree marketing is driven by six shifts, each triggered by the increasing
importance of the social web.

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DISCUSSION

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HOW IS THE SOCIAL WEB CHANGING THE
MARKETING COMMUNICATIONS ECOSYSTEM?

06.29.2010 | P45
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Advertising
agencies
- Creative

Media buying
agencies
- Paid media
 Public relations
agencies
- Earned media

Event agencies
- Experiences

The marketing communications ecosystem

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Advertising
agencies
- Creative

From digital
1
media to the
social web
Media buying
agencies
- Paid media
agencies
- Earned media

Event agencies
- Experiences

Shift 1: The social web is not a new media channel, it’s a
web of social relationships
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Advertising
agencies
- Creative

Digital media to
1
social web

Media buying
agencies
- Paid media
agencies
- Earned media

Conversations are
2
measurable

Event agencies
- Experiences

Shift 2: Word of mouth conversations are now measurable

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Advertising
agencies
- Creative

Digital media to
1
social web

Media buying
agencies
- Paid media
agencies
- Earned media

Conversations are
2
measurable
Everyone is an
Event agencies 3
influencer
- Experiences

Shift 3: On the social web, everyone is an influencer

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Advertising
agencies
- Creative

Digital media to
1
social web

Media buying
agencies
- Paid media
agencies
- Earned media

4 Multiplier effect Conversations are
via viral sharing 2
measurable
Everyone is an
Event agencies 3
influencer
- Experiences

Shift 4: On the social web, viral sharing acts as a multiplier
effect on paid advertising
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Advertising
agencies
- Creative

Digital media to
1
social web

Media buying
agencies
- Paid media
agencies
- Earned media

4 Multiplier effect Conversations are
via viral sharing 2
measurable
Everyone is an
Event agencies 3
influencer
- Experiences
Experiences lead
5
to conversations

Shift 5: Offline experiences trigger online conversations

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Advertising
agencies
- Creative Brands creating
6 owned media
Digital media to
1
social web

Media buying
agencies
- Paid media
agencies
- Earned media
Multiplier effect Conversations are
4 2
via viral sharing measurable
Everyone is an
Event agencies 3
influencer
- Experiences
Experiences lead
5
to conversations

Shift 6: Brands are engaging consumers directly by creating
branded content, or owned media
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1 Web of social relationships, not digital media

2 Word of mouth conversations are measurable

3 Everyone is an influencer

4 Viral sharing leads to multiplier effect

5 Experiences trigger conversations

6 Brands are creating owned media

Six shifts in the role of agencies

In this new communications ecosystem, public relations agencies have the opportunity to play a
leading role by creating sharable content and experiences that create conversations and catalyze
the coming together of communities.
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Share insights on which social heartbeats resonate with the brand
1
values

2 Help the brand build long-term relationships with influencers

3 Host brand communities that organize and energize evangelists

4 Create compelling branded content platforms

5 Create compelling online-offline experiences

6 Measure the strength of the brand’s relationship with influencers

New role of agencies: create the connection between social
heartbeats and brand values
In this new communications ecosystem, agencies have the opportunity to play a leading role by
creating sharable content and experiences that create conversations and catalyze the coming
together of communities.
© MSLGROUP

Media Relations
Create content for
stories


Offline Events Online Communities

Spread online

Strengthen offline

Integrated influencer marketing approach

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Owned Media
Hub for content,
conversation,
community,
conversion


Paid Media Earned Media
Seed via targeted
social ads

Spread via
influencer outreach
Integrated influencer marketing elements

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Plan:
Insight and Foresight
- Context
- Research
- Workshops


Build: Engage:
Organizing Platforms Energizing Programs
- Community - Content
- Design   - Conversation
- Development - Conversion

Integrated influencer marketing process

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DISCUSSION

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DISCUSSION

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SESSION 3: HOW TO CREATE AN INTEGRATED
INFLUENCER MARKETING STRATEGY?

06.29.2010 | P62
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1 2 3 4 5 6
Context Content Conversa- Community Channel Conversion
tion

Insights and Creative Programs to Platforms to Tactics for Metrics and
foresight to storytelling to understand, connect and organizing measurement
understand attract and engage and organize and tools to drive
what we want retain the energize evangelists energizing business
to achieve and attention of evangelists evangelists results
why evangelists across
channels

Integrated influencer marketing elements

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CASE STUDY: DELL

Disclosure: Dell India is a 20:20 Media and 2020 Social client

06.29.2010 | P64
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Dell Support Community

 As early as 1996-97,
Dell started customer
communities to involve
Dell customers in
support and product
discussions.
 The customer-driven
support community has
increased customer
satisfaction and driven
down support costs.

Source: http://en.community.dell.com © MSLGROUP

Dell Hell

 In 2005-06, influential
blogger Jeff Jarvis got
tired of Dell’s
unresponsive customer
service and started the
Dell Hell meme.

Source: http://buzzmachine.com/archives/cat_dell.html © MSLGROUP

Direct2Dell Blog

 In response to the Dell
Hell meme, Dell
started the Direct2Dell
blog to reach out to
and build long-term
relationships with
influencers.
 Since then, Direct2Dell
has become one of the
most celebrated
corporate blogs.

Source: http://en.community.dell.com/dell-blogs/b/direct2dell © MSLGROUP

Dell Ideastorm

 Encouraged by the
success of Direct2Dell,
Dell started customer-
driven ideation
community Dell
Ideastorm to listen to
customer’s ideas on
product improvement
and new product
development.

Source: http://ideastorm.com and http://www.youtube.com/watch?v=Y0SOXW_K56w © MSLGROUP

Dell Employee Storm

 Dell also started an
internal ideation
platform called Dell
Employee Storm to
listen to product and
process innovation
ideas from its own
80000 employees.

Source: http://thesocialworkplace.com/featured/1558 © MSLGROUP

Dell Digital Nomads

 Dell has launched
communities of
interest, like Dell
Digital Nomads for
highly mobile,
frequent-flying laptop
consumers.
 The community
showcases tip and
stories for living life up
in the air, across time
zones.

Source: http://digitalnomads.com © MSLGROUP

Dell Take Your Own Path

communities of
practice, like Dell Take
Your Own Path for
entrepreneurship.
 The community
showcases stories of
self-made
entrepreneurs who
have built strong
businesses using
technology.

Source: http://takeyourownpath.com © MSLGROUP

Dell Go Green

caused based
communities, like Dell
Go Green for
consumers to submit
ideas to redesign,
reuse or recycle
gadgets to make them
go green.

Source: http://dellgogreen.com © MSLGROUP

Dell Power To Do More

 Dell collaborated with
independent
journalists to create a
new kind of owned
media platform.

Source: http://content.dell.com/us/en/corp/brand.aspx?c=us&s=corp&l=en © MSLGROUP

Direct2Dell India, China, Japan

country-specific or
language-specific blogs
and communities in
markets like India,
China and Japan.

Source: India, China and Japan © MSLGROUP

Dell China

 Dell also has a support
BBS in China, apart
from profiles on Sina
Weibo and Renren.

Source: Dell China BBS, Dell on Sina Weibo, Dell on Renren via Direct2Dell © MSLGROUP

Dell China/ Renren Doodle Contest

 Dell China tied up with
Renren to create a
contest where
consumers could
create 3D doodles on
letters from a laptop
keyboard.

Source: Dell Youth via Little Red Book © MSLGROUP

Dell SMB on Facebook

 Dell has created
communities on
Facebook, like the Dell
Social Media for Small
Business page,
structured as a
resource for sharing
tips, stories and best
practices.

Source: http://www.facebook.com/dellsocialmedia © MSLGROUP

Dell Outlet on Facebook/Twitter

 Dell uses Facebook and
Twitter as channels to
sell computers to
consumers and
corporate purchase
managers.
 @delloutlet on Twitter
has 1.5 million
followers and has
resulted in sales of
more than $6 million.

Source: http://twitter.com/delloutlet and http://facebook.com/delloutlet © MSLGROUP

Dell Support on Facebook/Twitter

 Dell provides full
access to its support
forums from within
Facebook.
 Dell also has several
dedicated service
accounts on Twitter,
segmented by country
and business.

Source: http://facebook.com/dell?v=app_124252447593351 and http://dell.com/twitter © MSLGROUP

Dell Social Media Stakeholders

 Dell has a hub-and-
spoke model with a
small central strategy
team working with
country and business
with subject matter
experts.
 Employees can blog
and tweet as a Dell
representative by
identifying themselves
as NameatDell.
 Dell official Twitter
accounts clearly
identify the employees
behind them.

Source: http://dell.com/twitter © MSLGROUP

Dell Social Media Policy

 Dell has a public social
media policy for its
employees, which sets
expectations for
acceptable behavior
and encourages
employees to engage
with customers and
others on social media.

Source:
http://dell.com/content/topics/global.aspx/policy/en/policy?c=us&l=en&s=gen&~section=0
19
© MSLGROUP

Dell Community Policy

 Dell has a public
community policy for
the members of its
community and
support forums, which
sets expectations on
acceptable behavior
and provides guidelines
on how they can best
benefit from these
platforms.

Source: http://en.community.dell.com/content/TOU.aspx © MSLGROUP

Dell Listening Workflow

Source: http://slideshare.net/Dell_Inc/blogwell-cincinnati-april-7-3678335 © MSLGROUP

Dell Blog Response Checklist

Source: http://www.slideshare.net/Dell_Inc/dell-outreach-in-the-blogosphere © MSLGROUP

Social Media Evolution at Dell
1996-97 2005-06 2007-08 2008-09 2009-10

Dell Support Dell Hell Dell Dell Digital Dell Outlet
Initiatives
Forum Blogger Ideastorm Nomad on Facebook
Dell outreach Dell Dell Take and Twitter
Community Direct2Dell Employee Your Own Social
Forum Storm Path commerce
Dell Go Social CRM
Green

Challenges Involve Dell Reach out to Involve Build Use social
customers in and build consumers communities networks to
support and long-term and of interest trigger sales
product relationships employees in around social and provide
discussions with product and heartbeats support
influencers process and
innovation communities
of practice
around
professions

Source: http://slideshare.net/Dell_Inc/blogwell-cincinnati-april-7-3678335 © MSLGROUP

DISCUSSION

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DISCUSSION

06.29.2010 | P89
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SESSION 4: B2C: HOW TO CREATE AN INTEGRATED

06.29.2010 | P90
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CASE STUDY: STARBUCKS

06.29.2010 | P91
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Starbucks Coffeehouse

 Starbucks uses online
community as an
extension of its “the
third place”
“coffeehouse”
experience.

Source: http://www.starbucks.com/coffeehouse © MSLGROUP

Starbucks on Facebook

 Active engagement on
the Starbucks
Facebook page

 Micro contest and
campaigns for user
engagement

 18 million + fans

Source: http://www.facebook.com/starbucks © MSLGROUP

Starbucks Around the World

 Starbucks has several
country-specific pages
and promotions on
Facebook.

Source: http://www.facebook.com/Starbucks#!/Starbucks?v=app_142063194423 © MSLGROUP

Starbucks Vote

 Starbucks offered a
free coffee to people
who voted in the 2008
US elections.

Source: http://www.youtube.com/watch?v=a2J8KJDsqqY © MSLGROUP

Starbucks Plegde 5

 In 2009, Starbucks
started the Pledge 5
campaign to encourage
young people to
volunteer.

Source: http://www.youtube.com/watch?v=fom57XAEYWI © MSLGROUP

Starbucks Red

 Starbucks tied up with
Bono’s Red initiative to
donate 5 cents for
every drink to save
lives in Africa.

Source: http://www.youtube.com/watch?v=kkC5qYH0ln0 © MSLGROUP

Starbucks Reusable Mug

 Starbucks encourages
its consumers to switch
from paper cups to
reusable travel mugs.

Source: http://www.starbucks.com/thebigpicture © MSLGROUP

Starbucks Card

 Consumers can manage
their Starbucks Card on
the Facebook
application.

Source: http://www.facebook.com/Starbucks?v=app_338375791266 © MSLGROUP

Starbucks Card iPhone App

 Consumers can register
their card, check their
balance, track the
stars they earn toward
free beverages and
even pay for their
drink using the
Starbucks Card Mobile
app.

Source: http://www.starbucks.com/coffeehouse/mobile-apps/starbucks-card-mobile and
http://www.youtube.com/watch?v=V4P0Eb9A3mQ © MSLGROUP

Starbucks Facebook Places Offer

 Starbucks has tied up
with Facebook Places
to offer specials deals
to consumers who
check in at their
stores.

Source: http://www.facebook.com/Starbucks#!/Starbucks?v=app_7146470109 © MSLGROUP

Starbucks Foursquare Offers

 Starbucks has tied up
with Foursquare to
offer specials deals to
consumers who check
in at their stores
regularly and become
mayors.

© MSLGROUP

Starbucks Brightkite Offers

 Consumers who
checked-in at a
Starbucks during
“Frappuccino happy
hour” got half-priced
Frappuccinos and
unlocked other
features and rewards,
including Frappuccino
badges.

© MSLGROUP

Starbucks Share

 At Starbucks Share,
consumer can share
their story, wish, or
drink for the holiday
season.

Source: http://starbucks.com/share# © MSLGROUP

Starbucks Share Taiwan

 Starbucks is also
running the Starbucks
Share campaign in
Taiwan.

Source: http://www.facebook.com/starbuckstaiwan?v=app_6009294086 and
https://www.starbucks.com.tw/act_ns/2010_share/index.html © MSLGROUP

Starbucks Taiwan

 Starbucks also ran a
campaign in Taiwan in
which it asked them to
share their travel
stories on Facebook.

Source: http://www.facebook.com/starbuckstaiwan?v=app_4949752878 © MSLGROUP

Starbucks China Black is Chill

 In China, Starbucks
asked consumers to
upload photos on the
“black is chill” theme.

Source: http://www.starbucks.com.cn/blackischill/ © MSLGROUP

Create Your Own Frappuccino

 Satrbucks has used an
online community to
extend its “create your
own frappuccino”
experience.

Source: http://www.frappuccino.com/community © MSLGROUP

My Starbucks Story

 Starbucks partners
submitted stories on
why they love working
at Starbucks.

Source: http://mystarbucksstory.com/ © MSLGROUP

Starbucks V2V

 Starbucks Volunteer
network for promoting
events and actions

Source: http://www.v2v.net/starbucks © MSLGROUP

My Starbucks Idea

 Community of
Starbucks fans for
‘making the Starbucks
experience better’

 Users submit and vote
best ideas

 Starbucks implements
the idea

Source: http://mystarbucksidea.force.com/apex/ideaHome © MSLGROUP

Starbucks Digital Network

 Starbucks has closed
deals with several
content providers
including Foursquare,
LinkedIn, New York
Times, iTunes and Wall
Street Journal to
provide exclusive
content to consumers
who use free wi-fi at
its stores.

Source: http://starbucks.com/coffeehouse/wireless-internet/starbucks-digital-network © MSLGROUP

Stop Starbucks

 Launched in May 2009,
to coincide with a big
Starbucks consumer
generated content
contest.

 Minimal impact due to
overwhelming positive
conversations about
Starbucks.

Source: http://stopstarbucks.com © MSLGROUP

Microsoft ExecTweets

 Community built
around aggregation of
tweets from CXOs.

 Voting, commenting
and sharing on the
aggregated tweets.

Source: http://exectweets.com © MSLGROUP

Windows Support Community

 Microsoft Windows
support community
with expert blogs and
tips, and user stories.

Source: http://windows.microsoft.com/en-US/windows/help/community © MSLGROUP

Microsoft Windows 7 Launch

 When Microsoft
launched Windows 7, it
aggregated
conversations about
Windows 7 on the
product homepage to
show that consumers
were receiving it
positively.

Source: http://www.microsoft.com/windows/social/ © MSLGROUP

Microsoft Press Room

 Social media press
room with rich
multimedia content.

Source: http://www.microsoft.com/presspass/default.mspx © MSLGROUP

Microsoft Developer Network

 Community platform
for Microsoft
developers to network
with and learn from
each other.

Source: http://msdn.microsoft.com © MSLGROUP

Microsoft Most Valued Professionals

 Microsoft recognizes
its key community
evangelists as MVPs or
Most Valued
Professionals and
works with them to
amplify their voices.

Source: http://mvp.support.microsoft.com/ © MSLGROUP

Microsoft Partner Network

 Community platform
for Microsoft partners
to network with and
learn from each other.

Source: http://microsoftpartnernetwork.com © MSLGROUP

Microsoft Careers JobsBlog

 Microsoft career blog
with inside peek into
company culture and
advice from recruiters.

Source: http://microsoftjobsblog.com © MSLGROUP

Zune Social

 Online music
community powered by
what Zune users and
their friends are
listening to.

Source: http://www.zune.net/en-us/promotions/jointhesocial/default.htm © MSLGROUP

Office Ribbon Hero

 Game where users can
play challenges, score
points, and compete
with your friends while
improving their
productivity with
Office.

Source: http://officelabs.com/projects/ribbonhero © MSLGROUP

Microsoft Bizspark

 Targeted LinkedIn ads
to drive leads to
expert profile.
 Direct interaction
between experts and
developers.

Source: http://advertising.linkedin.com/bizspark © MSLGROUP

Business impact
New business
opportunities
New stakeholder
relationships
Mainstream media
1 coverage

Platform influence
(owned media)
 Program engagement
(earned media)
 Fans, subscribers or  Comments, replies
2 3
registered users or retweets
 Search engine rank  Mentions, embeds or
and sentiment trackbacks
 Cross-promotion  Kudos, referrals or
between channels recommendations

Integrated influencer marketing metrics

© MSLGROUP

How does the social web work?
1

How is the social web changing 360 degree marketing?
2
Case study: PepsiCo

How to create an integrated influencer marketing strategy?
3
Case study: Dell

B2C: How to create an integrated influencer marketing strategy?
4 Case study: Starbucks

B2B: How to create an integrated influencer marketing strategy?
5
Case study: Microsoft

How to measure the integrated influencer marketing strategy?
6

So, what did we learn today?

© MSLGROUP

Workshop: Integrated Influencer Marketing

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