Stacy DeBroff Mom Central Consul4ng October 21, 2009 Illumina4ng the New Sphere of Influence
Nov 28, 2014
StacyDeBroffMomCentralConsul4ngOctober21,2009
Illumina4ngtheNewSphereofInfluence
HowDoYouCreateandMeasurePowerfulEngagementinaDigitalWorld?
• Top‐downMessaging• Onewayconversa4on
Tradi4onalMedia
• Grassrootsmessaging• Two‐waydialogue
SocialMedia
AsSocialNetworksProliferate,Conversa4onsShiS.
ReturnonInvestment
(ROI)
SphereofInfluence
(SOI)
ReturnonInvestment(ROI)=ANumbersGame
Howdoesthismeasuresuccessfuldrivetoretail?
• #ofPageViews• #ofCouponsDownloaded
• #ofImpressions• #ofClick‐Through’s• #ofSiteVisitors
SphereofInfluence(SOI)=AnswersElusiveQues4ons
• Whatdoconsumerssayaboutyou?• Wheredotheysayit?
• Wholistenstothoseconversa4ons?
• Doconsumersactonyourrecommenda4ons?
• Howextensiveisyouraggregatereach?• Howpersuasivedoesyourconsumeraudienceconsideryoutobe?
ToMeasureMomBloggerReach‐
What’sWrongwiththisMeasurement?
Source:QuantcastforMomCentral,October2009
OrThisOne?
Compete Quantcast Alexa
Visitors 53,602 6,300 0.00103%
Visits 85,640 4,800 0.00003%
Who’sRight?MomCentral.com,October2009
StandardROIFailsToTakeIntoAccount:
Na4onalMediaPlaform
AgeofKids
GroupLeader
AuthororExpert
• PeerInfluence• BloggerRetreats• Ezines• Newslejers• IssuesExpert• TopicsCovered
LocalCommunity
3,337Visitors
2,733members
1,008followersGroupreviewblogAlexarank:521,382
Technora4Authority:35Alexarank:543,831
363members
400Subscribers
Technora4Authority:61Alexarank:57,395
Technora4Authority:14Alexarank:21,296,882
344friends
Technora4Authority:141Alexarank:175,142
HowDoesNatalieLewisReachMoms?
WhySOIMajers–PersuasionPower
Ignite
EnthusiastsNegate
Detractors
ChangePercep4on
DrivetoRetail
SOI:
SPHEREOFINFLUENCE
HowtoMeasureSOIasaBrand?
Listen
Whoissayingwhatandwhy?
Whataretheviral
roadblocks?
Evaluate
Discover
Enthusiasts
DetermineDetractors
Engage
In4mateConversa4ons
GatedCommuni4es/
Retreats
TargetedOutreach
FluencyinArtof
Conversa4on
DeeperConversa4ons
CorporatePresenceOnline
PublicAc4va4on
TRANSPARENCY
AUTHENTICITY
• Nuancedandcontextualunderstandingandlistening
• Onlineandofflinestreams
ViralFootprint
• HowdoMomsperceivetheconversa4on?
• Deep,in4mateconversa4ons
PrivateConversa4ons • HowdoMomsactonthe
conversa4on?• Conversa4onsbecomepublicinSM
PublicConversa4ons
TheArtofBeinganExcep4onalConversa4onalist
FindandIgniteEnthusiasts:
• 500MomAmbassadorsacross20markets.
ChangePercep?onofEvents:• 40cityliveMomInfluencerna?onaleventshavebeenheld.
NegateDetractors:
• Onlineposi4vesen4mentforRinglingBros.hasincreasedfrom8%to63%.
AchieveDrivetoRetail:
• Momcouponcodetrackssignificant4cketsales.
• 70%of?cketsaleshavebeenfirst4meDisneyOnIce/RinglingBros.customers–notcannibalizingexis4ngcustomerbase.
SOIinAc4on:Year‐LongCampaign
LandGrabforMarke4ngBudget
PRAgencies Ad/DigitalAgencies
SpokesMoms
AmbassadorMoms
Ac4vatorMoms
PlaygroundMoms
EverydayMoms
PRFIRMS
AdAgencies
StacyDeBroff,Founder&CEO
MOMCENTRALCONSULTING77ChapelStreet
Newton,MA02458www.MomCentralConsul4ng.com
[email protected]:@MomCentral