Influencing the InfluencersJoanne JacobsTechnology Strategist and Interaction Designer

Presentation for Alphaversion, 28 July 2011

Scope of the presentationSocial media and influencersWhat makes an influencer?Why focus on influencers?How should you engage influencers?How do you find influencers?How do you measure value of influencer engagement? Q&A

Social media and influencersFocus 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 1SOURCE: Mashable guest post, April 2010: HOW TO: Target Social Media Influencers to Boost Traffic and SalesIf your data does indeed show that your influentials are more motivated by fame rather than fortune, then its 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 2SOURCE: Molly Flatt on Influencers last week: Rethinking the Influencer

Stop thinking about influencers. Start thinking aboutpeople.

Image source: http://www.flickr.com/photos/dantaylor/2044337954/

State of the InfluencerInfluencers 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?Authority/ExpertiseHonestyReliabilityCurrency/TimelinessWillingness to engagePassionHard work

Image source: http://www.flickr.com/photos/dan4th/5133977586/

What makes an influencer? (2) Influencers are NOT mouthpieces for brands.

And they (mostly) dont want to be seen as such. Image source: http://www.flickr.com/photos/alishav/4253056121/

Why focus on influencers?Corporate brand voices not seen as reliable

Influencers provide useful feedbackImage source: Alterian Report: Your Brand, At Risk, 2010.

Why focus on influencers? (2)Need to improve client understanding

Need to show evidence of communication benefits to clients

Image source: http://www.flickr.com/photos/kheelcenter/5279615626/

How should you engage influencers?Respond to their work

Acknowledge their expertise

Ask questions

Arrange to meet

Turn up

Dont annoy them

Image source: http://www.flickr.com/photos/ivanwalsh/4425999319/

How do you find influencers?Research

Ask

Tools

in that order.

Image source:

ResearchBlog 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: NFChttp://screenr.com/FzSs

AskUsing 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: demonstrationAddict-o-maticTribe MonitorTraackrFacebook Grader / Tweet GraderResearch.lyDaylifeTweetlevelSocialSeekPulse of the TweetersKloutPeer Index and of course Lithium & Radian 6Image source: http://www.flickr.com/photos/andersondotcom/4509423213/

Measuring value of influencer engagementBEFORE YOU START MEASURING:

Measurement MUST align with objectives for engagement

Value is not based on easily quantifiable evidenceImage source: http://www.flickr.com/photos/stevenharris/4775722590/

Measuring value of influencer engagement (2)Measure cost of customer acquisition following influencer engagement

Measure staff time spent in customer service activities following influencer engagement

Measure product design/development/logistics changes in the firmImage source: http://www.flickr.com/photos/samfoxphotography/3180165241/

Questions?Joanne JacobsTech Strategy | Interaction DesignEmail: joanne@joannejacobs.netBlog: http://joannejacobs.net/Twitter: @joannejacobsSkype: bgsbjjSkype-in: (+44) 0208 144 9348Mob: (+44) 07948 318 298

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