Empowering Brand Advocates To Become Brand Influencers
Empowering Brand Advocates To Become Brand Influencers Dave Karraker VP of Marketing & Communications, Campari America
@DaveKarraker
@CampariAmerica
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
2
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
3
First…About Fans Amazing Stock Photography Incoming…
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
4
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
5
About Influencers @DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
6
Scott’s Stumble
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
7
Naomi's Fumble Iamnaomicampbell Naomi, So nice to see you in good spirits!!! Could you put something like: Thanks to my friend @gary.aspden and all at adidas – loving these adidas 350 SPZL from adidas Spezial range #thesearemine
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
8
About Advocates @DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
9
Identifying Advocates
Candidates Are Chosen Based On:
+ Relevant Passion
+ Demonstrated Engagement (Interaction)
(Social + Context)
• Demographic • Geographic and behavioral appropriateness • “Brand fit”
@DaveKarraker
@CampariAmerica
Authority/Trust
• • • •
(Relationships)
Retweets/Shares Mentions UGC Interactions and comments
• Interconnection with other topical influencers • Quality content • “In the know"
2/12/2017
| Campari Confidential
10
@DaveKarraker
@CampariAmerica
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
12
What They Can Do For Us Generate Awareness
Drive Conversation
Built Trust, Enhance Reputation, Create Value
Ignite Action
Amplify Your Messages or Program
Crowdsource Intelligence
Reduce Risk
Drive Entries, Downloads, Clicks, Traffic, Shares and Purchases
Build Affinity for Your Brand
Grow Consideration for your Products
Gain Insights
Change Opinions
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
13
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
14
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
15
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
16
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
17
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
18
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
19
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
20
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
21
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
22
Now this is how you do a barrel aged Negroni. Thanks to Campari fan Andrew Milliken for the great photo… and the great cocktail!
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
23
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
24
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
25
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
26
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
27
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
28
The Dead Rabbit's Pam Wiznitzer Drove 13,824 Miles All in the Name of Some Damn Fine Cocktails
@DaveKarraker
@CampariAmerica
Meet one of America's Top Mixologists: Pam Wiznitzer
2/12/2017
| Campari Confidential
29
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
30
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
31
@DaveKarraker
@CampariAmerica
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
2
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
3
First…About Fans Amazing Stock Photography Incoming…
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
4
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
5
About Influencers @DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
6
Scott’s Stumble
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
7
Naomi's Fumble Iamnaomicampbell Naomi, So nice to see you in good spirits!!! Could you put something like: Thanks to my friend @gary.aspden and all at adidas – loving these adidas 350 SPZL from adidas Spezial range #thesearemine
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
8
About Advocates @DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
9
Identifying Advocates
Candidates Are Chosen Based On:
+ Relevant Passion
+ Demonstrated Engagement (Interaction)
(Social + Context)
• Demographic • Geographic and behavioral appropriateness • “Brand fit”
@DaveKarraker
@CampariAmerica
Authority/Trust
• • • •
(Relationships)
Retweets/Shares Mentions UGC Interactions and comments
• Interconnection with other topical influencers • Quality content • “In the know"
2/12/2017
| Campari Confidential
10
@DaveKarraker
@CampariAmerica
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
12
What They Can Do For Us Generate Awareness
Drive Conversation
Built Trust, Enhance Reputation, Create Value
Ignite Action
Amplify Your Messages or Program
Crowdsource Intelligence
Reduce Risk
Drive Entries, Downloads, Clicks, Traffic, Shares and Purchases
Build Affinity for Your Brand
Grow Consideration for your Products
Gain Insights
Change Opinions
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
13
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
14
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
15
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
16
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
17
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
18
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
19
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
20
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
21
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
22
Now this is how you do a barrel aged Negroni. Thanks to Campari fan Andrew Milliken for the great photo… and the great cocktail!
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
23
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
24
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
25
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
26
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
27
Turning Advocates Into Influencers 1 Define Your Goals
5 Reward & Amplify
3 Listen
7 Activate
2 Find Your Fans
4 Identify Your True Advocates @DaveKarraker
@CampariAmerica
6 Engage
8 Publicize 2/12/2017
| Campari Confidential
28
The Dead Rabbit's Pam Wiznitzer Drove 13,824 Miles All in the Name of Some Damn Fine Cocktails
@DaveKarraker
@CampariAmerica
Meet one of America's Top Mixologists: Pam Wiznitzer
2/12/2017
| Campari Confidential
29
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
30
@DaveKarraker
@CampariAmerica
2/12/2017
| Campari Confidential
31
