Influencing the influencers
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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?

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Influencing the influencers

Influencing the Influencers

Joanne Jacobs

Technology Strategist and Interaction Designer

Presentation for Alphaversion, 28 July 2011


Scope of the presentation

Scope of the presentation

  • Social media and influencers

  • What makes an influencer?

  • Why focus on influencers?

  • How should you engage influencers?

  • How do you find influencers?

  • How do you measure value of influencer engagement?

  • Q&A


Social media and influencers

Social media and influencers

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/


Some perspectives 1

Some perspectives 1

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.

Image source: http://www.flickr.com/photos/traceyp3031/3546507170/


Some perspectives 2

Some perspectives 2

SOURCE:Molly Flatt on Influencers last week: Rethinking the Influencer

Stop thinking about influencers. Start thinking about people.

Image source: http://www.flickr.com/photos/dantaylor/2044337954/


State of the influencer

State of the Influencer

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/


What makes an influencer

What makes an influencer?

Authority/Expertise

Honesty

Reliability

Currency/Timeliness

Willingness to engage

Passion

Hard work

Image source: http://www.flickr.com/photos/dan4th/5133977586/


What makes an influencer 2

What makes an influencer? (2)

Influencers are NOT mouthpieces for brands.

And they (mostly) don’t want to be seen as such.

Image source: http://www.flickr.com/photos/alishav/4253056121/


Why focus on influencers

Why focus on influencers?

  • Corporate brand voices not seen as reliable

  • Influencers provide useful feedback

Image source: Alterian Report: Your Brand, At Risk, 2010.


Why focus on influencers 2

Why focus on influencers? (2)

  • Need to improve client understanding

  • Need to show evidence of communication benefits to clients

Image source: http://www.flickr.com/photos/kheelcenter/5279615626/


How should you engage influencers

How should you engage influencers?

Respond to their work

Acknowledge their expertise

Ask questions

Arrange to meet

Turn up

Don’t annoy them

Image source: http://www.flickr.com/photos/ivanwalsh/4425999319/


How do you find influencers

How do you find influencers?

Research

Ask

Tools

… in that order.

Image source:


Research

Research

Blog search, social network searches and news search on subjects of interest – influencers frequently interviewed or comment on subject areas.

Image source:http://www.flickr.com/photos/rbrwr/5938292410/


Research example nfc

Research – example: NFC

http://screenr.com/FzSs


Influencing the influencers

Ask

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.

Image source:http://www.flickr.com/photos/horiavarlan/4290549806/


Tools demonstration

Tools: demonstration

Addict-o-matic

Tribe Monitor

Traackr

Facebook Grader / Tweet Grader

Research.ly

Daylife

Tweetlevel

SocialSeek

Pulse of the Tweeters

Klout

Peer Index

… and of course Lithium & Radian 6

Image source: http://www.flickr.com/photos/andersondotcom/4509423213/


Measuring value of influencer engagement

Measuring value of influencer engagement

BEFORE YOU START MEASURING:

  • Measurement MUST align with objectives for engagement

  • Value is not based on easily quantifiable evidence

Image source: http://www.flickr.com/photos/stevenharris/4775722590/


Measuring value of influencer engagement 2

Measuring value of influencer engagement (2)

  • Measure cost of customer acquisition following influencer engagement

  • Measure staff time spent in customer service activities following influencer engagement

  • Measure product design/development/logistics changes in the firm

Image source: http://www.flickr.com/photos/samfoxphotography/3180165241/


Questions

Questions?

Joanne Jacobs

Tech Strategy | Interaction Design

Email: [email protected]

Blog: http://joannejacobs.net/

Twitter: @joannejacobs

Skype: bgsbjj

Skype-in: (+44) 0208 144 9348

Mob: (+44) 07948 318 298


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