A Case Study for Maximizing

Influencer Outreach

By: Tamsen Webster@tamadear

GLASSESA Love Story

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“I want some new glasses.”

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SOCIAL INFLUENCE

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Everyone’s an influencer.

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Two Factors

• Reach• Probability of Immediate

Action

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Low Probability

of ActionHigh Probability of Action

PersonalConnection

BroadReaching

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Connected CatalystsLow Probability

of ActionHigh Probability of Action

PersonalConnection

BroadReaching

@tamadear

Passionate Publishers Connected CatalystsLow Probability

of ActionHigh Probability of Action

PersonalConnection

BroadReaching

@tamadear

Passionate Publishers Connected Catalysts

Everyday Advocates

Low Probability

of ActionHigh Probability of Action

PersonalConnection

BroadReaching

@tamadear

Passionate Publishers Connected Catalysts

Everyday Advocates Altruistic Activators

Low Probability

of ActionHigh Probability of Action

PersonalConnection

BroadReaching

@tamadear

Connected Catalysts

• Massive exposure• Immediate action

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Passionate Publishers

• Buzz at scale• Expert coverage

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Everyday Advocates

• Sincere endorsement• “Strong tie” word of mouth

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Altruistic Activators

• Proactive recommendations• Valued resource

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Listen to conversations

…not just mentions

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Passionate Publishers Connected Catalysts

Everyday Advocates Altruistic Activators

EFFORT@tamadear

Passionate Publishers Connected Catalysts

Everyday Advocates Altruistic Activators

COST@tamadear

Passionate Publishers Connected Catalysts

Everyday Advocates Altruistic Activators

RISK@tamadear

Passionate Publishers Connected Catalysts

Everyday Advocates Altruistic Activators

REWARD@tamadear

Passionate Publishers Connected Catalysts

Everyday Advocates Altruistic Activators

HIGH EFFORTHIGH COSTHIGH RISK

LOW RISKLOW COST

LOW EFFORT

LOW REWARD

HIGH REWARD

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Passionate Publishers Connected Catalysts

Everyday Advocates Altruistic Activators

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Prospect

“I want some new glasses.”

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Prospect Activator

“I want some new glasses.”

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Brand

Prospect Activator

“I want some new glasses.”

@tamadear

Brand

Prospect Activator

“I want some new glasses.”

@tamadear

@tamadear

Brand

Prospect Activator

“I want some new glasses.”

@tamadear

@tamadear

@tamadear

@tamadear

Brand

Prospect Activator

“I want some new glasses.”

@tamadear

@tamadear

Reward the behaviors you want to repeat

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Passionate Publishers• Identify based on reach &

relevance• Provide compensation

Everyday Advocates• Provide great brand

experience• Provide rewards

Altruistic Activators• Practice social listening to target• Provide rewards

@tamadear

@tamadear

@tamadear

Passionate Publishers• Identify based on reach &

relevance• Provide compensation

Everyday Advocates• Provide great brand

experience• Provide rewards

Altruistic Activators• Practice social listening to target• Provide rewards

Connected Catalysts• Identify based on reach & “buzz”

• Provide compensation

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Passionate Publishers Connected Catalysts

Everyday Advocates Altruistic Activators

Low Probability

of ActionHigh Probability of Action

PersonalConnection

BroadReaching

@tamadear

Passionate Publishers Connected Catalysts

Everyday Advocates Altruistic Activators

Low Probability

of ActionHigh Probability of Action

PersonalConnection

BroadReaching

@tamadear

@tamadear

Thank you.