Influencing the Influencers. Joanne Jacobs Technology Strategist and Interaction Designer. Presentation for Alphaversion, 28 July 2011. Scope of the presentation. Social media and influencers What makes an influencer? Why focus on influencers? How should you engage influencers?
Influencing the Influencers
Technology Strategist and Interaction Designer
Presentation for Alphaversion, 28 July 2011
Focus on influencers 2010-2011
Based on need for performance measurement
Premise that influencers = audience numbers
Image source: http://www.flickr.com/photos/likeablerodent/5879107914/
SOURCE: Mashable guest post, April 2010: HOW TO: Target Social Media Influencers to Boost Traffic and Sales
If your data does indeed show that your influentials are more motivated by fame rather than fortune, then it’s time to recognize and reward them with incentives that are aligned with this motivation.
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SOURCE:Molly Flatt on Influencers last week: Rethinking the Influencer
Stop thinking about influencers. Start thinking about people.
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Influencers getting sick of targeting
Influence of some influencers waning
Changes in the social media landscape = changes in influencers
Image source: http://www.flickr.com/photos/ell-r-brown/4607716512/
Willingness to engage
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Influencers are NOT mouthpieces for brands.
And they (mostly) don’t want to be seen as such.
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Image source: Alterian Report: Your Brand, At Risk, 2010.
Image source: http://www.flickr.com/photos/kheelcenter/5279615626/
Respond to their work
Acknowledge their expertise
Arrange to meet
Don’t annoy them
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… in that order.
Blog search, social network searches and news search on subjects of interest – influencers frequently interviewed or comment on subject areas.
Using social networks, put out a call for advice on who knows about subject area, or who is a useful speaker on a subject matter.
Facebook Grader / Tweet Grader
Pulse of the Tweeters
… and of course Lithium & Radian 6
Image source: http://www.flickr.com/photos/andersondotcom/4509423213/
BEFORE YOU START MEASURING:
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