Everyone is wrong about influence. Except Your Customers

EVERYONE IS WRONG
ABOUT INFLUENCE
except your customers
valeria maltoni, Conversation Agent
June 16, 2011
@ConversationAge

=
solving
TRUE influence
problem

what customers do
their work

!
IN-FLU-ENCE
definition

… stories paint a picture that creates an emotional response to the information you are receiving that influences one to respond.
- overthetopaprons@syix.com
While careful tracking and analysis can help identify exactly how you're being interpreted by influencers, in all human interaction, there's bound to be a significant level of trial and error and blind luck. The trick is taking advantage of that blind luck-did you learn something from the lucky turn of influence that you can use to improve moving forward?
- @tracycgold
making a connection
meeting opportunity
understanding context
… influence implies causality (influencer acts, 'influencees' act in return) means that it's not a simple idea that can be summarized by a handful of influencer archetypes or measured by how many followers and retweets you have on Twitter. The main driver for this complexity in our experience is context which should be interpreted as:
1) relevance (topical); 2) situational
- Pierre-LoicAssayag, CEO @traackr

connector
salesman
maven
SELECT FEW

predicting the qualities of the next hit product or hot company is notoriously difficult

social trends often seem to have been driven by certain influential people;
yet marketers have been unable to identify these “influencers” in advance

execution DISCONNECT

true
influence
human experience

April 13, 2009 – Good as You GLBT activist blog publishes the Domino’s videos for the first time, videos go viral within hours
May 19, 2010 – Josh Simpson, comedian, CA creates @BPGlobalPR 188,604 followers at height of interest
CATALYST
May 13, 2010 – Lee Perkins, videographer, Shreveport, LA creates Boycott BP 841,047 fans

200,000
12,000,000
600
40 > 5
REDEFINING EXPERIENCE

MOMENT OF NEED

PHYSICAL + VIRTUAL

entertain
affect opinions
exchange important information
point out, enforce social rules
learn from mistakes

building attention and TRUST

community @ work
± 42,000
2000
127
27
101
2001
8
375
give people a VOICE
Image source: Seven Morris

drive ACTION

to react in real life
Image source: The Telegraph

LIGHTING MANY FIRES

wide
spread across
knowing issues
having things on the radar
building wide acceptance and buy-in
evangelists
concentrated
credibility and trust
from past experience, track record
deep
t-shaped influence
Source: Jess McMullin

influence
attractors
generating value

CONNECTING
INQUIRING
SEEING/SENSING
COMMITTING
RESPONDING
you can make data-driven decisions

1
CONNECTING
Image source: joiseyshowaa

television
digital
experiential & social

creative culture discovery
obscure sports
digital
61% none
77% plan to
85% sales
experiential & social

digital
offline

http://solidsoundfestival.com/

investors seek objective sources of information online

2
INQUIRING

what they SAY
what they DO

DATA & information
Image source: John Biehler

data-driven feedback loop on goals and motivations

what they EXPECT

mobile platforms in health = ability to access records anytime, anywhere

health care where we live, play, work and pray

3
SEEING / SENSING
Image source: Michele Catania

good tools give you
good INFORMATION

good communities give you
A REASON to come back

College/Campus
Experience
Distance Learning
Education News
Education Policy
Teaching/Learning
Professor Blogs
Admissions/
Rankings
Technology In
Education
Homeland Security
Career Planning
key categories / topics

make them better
at what they want to bebetter at
Image source: Lane County, OR communications center

are your goals
ALIGNED?
Image source: Cyril Bosselut

impacts
LOYALTY

4
COMMITTING

1 / 9 / 90

?
a STORY that resonates - emotional triggers are very powerful
the ABILITY to SPREAD it - the connections in social networks make it super easy
doing something MEANINGFUL - to feel part of something greater than self
what

access to REAL OPTIONS

social SENSIBILITY

5
RESPONDING
Image source: Dawn Hopkins

Image source: David Reece

Image source: star5112

1 month
proactive
1 year
Jan/Feb, 2010Toyota Recall
42 million vehicles are recalled due to faulty breaks.
February 14, 2007Customer Service Issues
Leaked memo from founder Howard Shultz sets off a series of initiatives that leads to launch of My Starbucks Idea.
July 16, 2009Sustainability Index
CEO-led, proactive initiative to affect supply chain.
July 7, 1977Breast Milk Action Network
Company boycott is called in U.S. and expanded in Europe in the ‘80s.
1 month
1977
2007
2010
30 years
March 17, 2010Palm Oil/Greenpeace
Facebook wall animosity caused by community manager.
August 13, 2009Employee-created YouTube expose’ video
Video is viewed by 1 million people.
June 2005“Dell Hell”
Blogger Jeff Jarvis begins a controversy about company’s customer service issues.
2005
April 20, 2010Gulf Oil spill
BP engages PIER emergency system to communicate internally.
2009
February 2009Customer Service issue
Blue Shirt nation led to TwelpeForce and prompt response.
48 hours
1 month
1 month
1 minute
social media
interACTIONS

?
if it’s not you
whowillinfluence
your customers

Businesses should treat technology like a special effect. If you’re James Cameron and you’re doing a movie like Avatar, the issue is, “What kind of world am I trying to create?” Then the question is, “So how do I get the technology to do that?” The leading question is not,
“Gee, how do I make a cheaper movie faster?”
— Michael Schrage
Image source: Nic McPhee

=
solving
influence
TRUE problem

?
for more info go to

ConversationAgent
http://www.conversationagent.com/
http://www.facebook.com/ConversationAgent
@ConversationAge
http://www.linkedin.com/in/conversationagent

!
about me
Fresh voice in strategy with 20 years of real-world business experience, 10 of which online. Valeria Maltoni is Principal, Conversation Agent, LLC.
Specialized in taking companies to what’s next in their business cycle by planning and building value-creating systems that add momentum and performance to deliver strength, resilience, and endurance to the business. She’s worked at companies from Fortune 500 to small start ups in 5 industries.

http://www.conversationagent.com	1345
http://papercliq.com.br	232
http://conversationagent.typepad.com	115
http://feeds2.feedburner.com	30
http://dashboard.bloglines.com	6
http://www.netvibes.com	6
http://feeds.feedburner.com	5
http://blogstuff.collected.info	5
http://myfever.info	4
http://www.typepad.com	4
http://translate.googleusercontent.com	3
http://thedailyinfluence.netvibesbusiness.com	2
http://127.0.0.1	2
http://twitter.com	1
http://www.myfever.info	1
http://cursoainme.blogspot.com.es	1
http://www.linkedin.com	1

Everyone is wrong about influence. Except Your Customers

by Valeria Maltoni

Accessibility

Categories

Upload Details

Usage Rights

17 Embeds 1,763

Statistics