A NEW

ANYONE CAN BECOME A MEDIA GIANT

INFLUENCE

@JasonKeath#newinfluence

ABOUTsocialfresh

SocialFresh.com / InvestInSocial.com

1. What is influence?

2. Why does it matter?

3. How do I use it?

4. Finding Influencers

5. Building Relationships

6. Activating Influencers

AGENDA

What isINFLUENCE?

The Ability to Move People Toward Valuable Action

The conversion is usually a purchase

But can be many thingsMany consumers directions

WHAT GETS THE CONSUMER TO THE

CONVERSION?

It may start and stop. It may slow down.

And can be hard to see or track.

The Iceberg Tip IS THE ACTION

but…

WHAT’S BELOW THE SURFACE?

The Iceberg Tip IS THE ACTION

but…

Find The PEOPLE That Accelerate Consumers To The ACTION

Why does itMATTER?

All consumers constantly build their own personalized trusted info databases

Sample Trusted Information Database

Put The Information Sources on a Timeline

And You Get The Path To Influence

And You Get The Path To Influence

Find Where PEOPLE Are The Most Trusted Information Sources

EXPERTSWe Create Our Own

5 Building Blocks of Influence

1.Authority

2.Relevance

3.Audience

4.Frequency

5.Emotion

= TRUST

How Do We UseINFLUENCE?

7 Bloggers Create Millions

of Views

Starbucks saw a 25% increase in brand sentiment AFTER a potential PR crisis.

“The first few videos werestrategic smart bombs”

How To FindINFLUENCERS

Look Near You First

LOOK CLOSE: Look at your own followers, your own community, your own employees(Exporty, flowtown, Rapleaf, rapportive, CRM)

LOUD CUSTOMERS:New customers, Grieving customers

Research CommunitiesIDENTIFY ONLINE GROUPS:Meetup groups, clubs, Ning sites, forums

• Use tools like Blogdash and Technorati • Research the links and blogrolls of relevant sites• Identify Twitter chats that match your niche • Use Rowfeeder to most active users• Research topics on YouTube, Digg, Reddit, etc

Ask For Help

• Blog about your search• Use Twitter and Quora• Ask Employees• Hire Someone• (InvestInSocial.com)

How To Build TheRELATIONSHIPS

Ok, you found the PEOPLE Now What?

New Media Relations1. Consume their content

2. Participate in their world

3. Learn their personal ecosystem

4. Make contact w/out a request

5. Support their efforts

How To ActivateINFLUENCERS

This Is THE TOUGHEST Challenge

Help Me Help You

1. Fun & Active Community

2. Help Them

3. Create Influencers

Real world eventsCreate “official” championsCommunity traditions/vernacular

Solve their problems

Make your passionate supporters important

THANKYOU

@jasonkeathSocialFresh.com