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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. Social media and influencers What makes an influencer? Why focus on influencers? How should you engage influencers?

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Influencing the Influencers

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  1. Influencing the Influencers Joanne Jacobs Technology Strategist and Interaction Designer Presentation for Alphaversion, 28 July 2011

  2. 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

  3. 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/

  4. 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/

  5. 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/

  6. 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/

  7. 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/

  8. 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/

  9. Why focus on influencers? • Corporate brand voices not seen as reliable • Influencers provide useful feedback Image source: Alterian Report: Your Brand, At Risk, 2010.

  10. 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/

  11. 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/

  12. How do you find influencers? Research Ask Tools … in that order. Image source:

  13. 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/

  14. Research – example: NFC http://screenr.com/FzSs

  15. 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/

  16. 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/

  17. 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/

  18. 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/

  19. Questions? Joanne Jacobs Tech Strategy | Interaction Design Email: joanne@joannejacobs.net Blog: http://joannejacobs.net/ Twitter: @joannejacobs Skype: bgsbjj Skype-in: (+44) 0208 144 9348 Mob: (+44) 07948 318 298

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