Managing Relations with Tech-fluential Bloggers December, 2005

Who are E-fluentials?  Send s to companies  Send s to politicians  Send s to well-known news and media companies  Make friends online  Make business contacts online  Provide feedback to Web sites  Forward news and Web site information to others  Participate in chat rooms  Post to bulletin boards  Post to newsgroups  Post to listservs Note: Cluster analysis--RoperASW/Burson-Marsteller surveys, 1999, 2001 Also analyzed in Burson-Marsteller 2003 surveys E-fluentials frequently:

Who are Tech-fluentials? They are e-fluentials who are also:  Product purchase influencers  Technology explorers and enthusiasts  Peer advisors  Seamless work and family connectors  Information transmitters  Trend-setters  Heavy Internet users  Super-connected home owners  Home-entertainment enthusiasts  Bloggers This in turn makes them: 1.Chief opinion leaders 2.Information spreaders 3.Highly active and engaged Internet users 4.Knowledge hunters and gatherers 5.Futurists 6.Fast and mobile 7.Accessible online and offline 8.Design-conscious 9.Function- and quality- focused shoppers 10.Community-oriented citizens

Tech-fluentials express themselves online and solicit feedback from others. 33% of tech-fluentials have blogs. “Between 2 and 7% of U.S. Internet users have their own blogs.” (Source: Pew Internet & American Life Project, 2004) Tech-fluentials Use New Technologies To Spread Messages

Tech-fluential Bloggers

Tech-fluential Bloggers Publish Online and Offline Tech-fluential bloggers are more likely to feel they make a difference by sharing information. They are also more inclined to share their expertise by publishing.

Tech-fluential Bloggers Tell A Positive Experience Through… Tech-fluential bloggers are more likely than their counterparts to spread positive word of mouth through IM and discussion boards.

Tech-fluential Bloggers Tell A Negative Experience Through… Tech-fluential bloggers are more likely than their counterparts to spread negative word of mouth through IM, discussion boards and opinion Web sites.

Tech-fluential Bloggers Will Pay Premium Price for Quality & Function *Most important when buying technology products.

Tech-fluential Bloggers Note Corporate Social Responsibility

Tech-fluential Bloggers Are Politically Aware Tech-fluential bloggers are more than twice as likely as their counterparts to politicians.

Why Communicate with Tech-fluential Bloggers? They are perceived as credible sources. They fuel word-of-mouth organically. They are conscientious citizens who set the political/social agenda for others. They will write about your new products and comment on your brand. They will visit your company Web site to get more information.

Review your stakeholder groups: –Who are your key audiences internally, externally? –How do you communicate with them? –Do you have contact information for them? Opt-in lists? –Who visits your Web site? Links to your company blog? Research your audience: –Consider surveying those stakeholders who receive your newsletters, read your brochures or attend your conferences. Invite them to focus groups. Interview them in-person. –Develop questions that capture social influence. –Probe respondents on their use of technology and reliance on word-of-mouth. –Ask them about their communication habits: Do they write/read blogs? Use multiple blog search engines: –Create smart search terms and use Technorati, Google Blogsearch, Blogpulse to see who is already talking about your company. Listen to those who click on “contact-us” sections: –Follow up with personal, detailed responses –Do not delay your response How To Identify Tech-fluential Bloggers

Communicating with Tech-fluential Bloggers Monitor blogging and other user- generated media activity. Contact bloggers individually. Avoid being cast as blog spam. E- mail bloggers, rather than posting comments to their entries. Understand that they may post the information in your . Be candid. Note your corporate affiliation. Provide clear and well-founded facts. Refer to independent, third- party sources. Admit mistakes and correct misstatements. Respect those that do not agree with your point of view. If the topic cannot be fully addressed in an or a post, then devote a special section on company Web site and refer audiences to this area. State what you cannot disclose publicly. For employee blogs, devise a policy defining the rules of communication.

Check List for Tech-fluential Communications ______ Identify ______ Monitor ______ Solicit feedback ______ Feed information ______ Maintain relationships online/offline

Thank You! Idil Cakim Director, Knowledge Development