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: joanne@joannejacobs.netBlog: http://joannejacobs.net/Twitter: @joannejacobsSkype: bgsbjjSkype-in: (+44) 0208 144 9348Mob: (+44) 07948 318 298