Are your influencers also your best friends?

Eb Adeyeri (@eba)Digital PR directorLEWIS PR (@lewispruk)September 09, 2011

About me

WHAT IS INFLUENCE EXACTLY?

influence

PR in the old days

reputation

PR 2.0

influencer

influencer

influencer

‘You have been influenced when you think in a way you wouldn’t otherwise have thought, or do something you wouldn’t have done’

The Business of Influence, Philip Sheldrake

You will follow Eb on twitter!!

And recommend

him on LinkedIn…

Influencer

Focused on

network

Influence

Focused on the

outcome

jerk

THIS ISN’T A CONVERSATION

Finding the people that matter…

LISTEN PLAN ENGAGE TRANSACT

Conversation maps Influencer auditsEvents,

Exclusive contentProduct development

Social MediaROI

Listening

Planning your influencers

Auditing Mapping Segmentation

Who makes the grade?

Key influencer

Persuasion

Credibility Exposure

Reach

The different types of influencer

Tastemakers• Creating the message

Opinion formers• Selling the message

Experts/gurus• Give credibility

Celebrity• Hype merchants

Social ringleaders• Spreading the word

Types of influencers

Engage – putting the social into SM

The element of surprise

Case Study

Creating a unique experience

Approach:

replicate offline brand values online

tap into existing fan base to build community

create unique experiences for biggest advocates

Boosted web community by 100%

Campaign generated £140k in 2 hours on actually birthday

25th birthday

Increased online sales by42%

Results:

5 do’s of influencer engagement

Be genuine and authentic

Focus on what’s in it for them

Offer something exclusive (and mean it)

Surprise them (in a good way)

Get off the computer and into the real world

PLEASE DON’T. EVER.

Outsource everything to an external party

Think it’s a 10 minute job

Be the online equivalent of a window salesman

Write cheques that you can’t cash

Don’t be a dick. Seriously.

@EbA

Eb Adeyeri

Eb ‘Wole’ Adeyeri

Any questions?