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? - PowerPoint PPT PresentationTRANSCRIPT
Influencing the Influencing the InfluencersInfluencers
Joanne JacobsTechnology Strategist and Interaction
Designer
Presentation for Alphaversion, 28 July 2011
Scope of the Scope of the presentationpresentation
• Social media and influencers• What makes an influencer?• Why focus on influencers?• How should you engage influencer
s?• How do you find influencers?• How do you measure value of influ
encer engagement? • Q&A
Social media and Social media and influencersinfluencers
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 1Some 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 2Some 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 InfluencerState 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/ExpertiseHonestyReliabilityCurrency/TimelinessWillingness to engagePassionHard work
Image source: http://www.flickr.com/photos/dan4th/5133977586/
What makes an influencer? What makes an influencer? (2)(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?
1. Corporate brand voices not seen as reliable
2. Influencers provide useful feedback
Image source: Alterian Report: Your Brand, At Risk, 2010.
Why focus on influencers? Why focus on influencers? (2)(2)
3. Need to improve client understanding
4. Need to show evidence of communication benefits to clients
Image source: http://www.flickr.com/photos/kheelcenter/5279615626/
How should you engage How should you engage influencers?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 How do you find influencers?influencers?
Research
Ask
Tools
… in that order.
Image source:
ResearchResearch
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: NFCResearch – example: NFC
http://screenr.com/FzSs
AskAsk
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: demonstrationTools: demonstration
Addict-o-maticTribe MonitorTraackrFacebook Grader / Tweet GraderResearch.lyDaylifeTweetlevelSocialSeekPulse of the TweetersKloutPeer Index… and of course Lithium & Radian 6
Image source: http://www.flickr.com/photos/andersondotcom/4509423213/
Measuring value of influencer Measuring value of influencer engagementengagement
BEFORE YOU START MEASURING:
1. Measurement MUST align with objectives for engagement
2. Value is not based on easily quantifiable evidence
Image source: http://www.flickr.com/photos/stevenharris/4775722590/
Measuring value of influencer Measuring value of influencer engagement (2)engagement (2)
1. Measure cost of customer acquisition following influencer engagement
2. Measure staff time spent in customer service activities following influencer engagement
3. Measure product design/development/logistics changes in the firm
Image source: http://www.flickr.com/photos/samfoxphotography/3180165241/
Questions?Questions?
Joanne JacobsTech Strategy | Interaction DesignEmail: [email protected]: http://joannejacobs.net/Twitter: @joannejacobsSkype: bgsbjjSkype-in: (+44) 0208 144 9348Mob: (+44) 07948 318 298