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Everyone is wrong about influence. Except Your Customers
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Everyone is wrong about influence. Except Your Customers

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What is influence? For a decade, Malcom Gladwell’s The Tipping Point has served as a touchstone for those who believe that influence resides in the hands of a select few. Not so, says a new ...

What is influence? For a decade, Malcom Gladwell’s The Tipping Point has served as a touchstone for those who believe that influence resides in the hands of a select few. Not so, says a new generation of marketers. They believe that thanks to the democratizing power of the Internet, anyone can be an Influential. Both camps are wrong. True influence flows from drawing together people with shared interests. This session focuses on the process of identifying areas of relevancy among your customers and prospects, building community, and allowing others to amplify your influence as you meet their needs.

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  • My goals with this conversation is to explain why marketers and business people should care about what customers do, and to explore the fundamentals of influence to give you ideas on how to identify, enroll, create
  • Why is influence? What makes someone pay attention to something vs. something else? Where can you observe it? CAUSATION
  • How do you create/identify/harness/enroll true influence? Learn how to develop/attract it
  • From the post “open to interpretation”
  • In the Tipping point, you had the connector – Connectors, sociable personalities who bring people together; Mavens, who like to pass along knowledge; and Salesmen, adept at persuading the unenlightened. (Paul Revere, for example, was a Maven and a Connector).
  • Who has influence. Who is influential in your market?
  • Thinking that influence is something you need to go extract for yourself vs. something you can grow/build/enroll
  • True influence flows from drawing together people with shared interests.
  • How gossip spreads – based on facts (facts detached from context), private (now public thanks to Internet), moral judgment from point of superiority (sentiment analysis), Some researchers believe that gossip started as a way for early humans to learn about their neighbors and determine who they could trust, making it a necessary tool for survival. Robin Dunbar, author of "Grooming, Gossip and the Evolution of Language," theorizes that gossip works in human societies the same way grooming does in primate societies, but more efficiently. Dunbar goes so far as to theorize that language evolved so that people could gossip and more effectively establish and defend social groups.Entertain each other Influence one another's opinions Exchange important information Point out and enforce social rules Learn from others' mistakes areas of relevancy among your customers and prospects, building community, and allowing others to amplify your influence as you meet their needsSomething to talk about – new, makes the person telling the story interestingRumors and gossip have similarly distasteful connotations, but researchers disagree about whether they are the same thing. Here's a rundown of different views on gossip and rumor: They're the same. Rumor is a specific type of gossip. Gossip is based in fact, but rumors are based in hypotheses. Gossip is a tool for maintaining social order, but rumor is a tool for explaining things that people do not understand. Gossip relates something people believe has happened, but rumors express what people hope or fear will happen.
  • How crisis spreadPatterns in conversation: how crisis manifested. People who are total unknowns to the brand and the online communities can become the catalysts when they take action - create a presence, share a pointed challenge for the brand. Start the conversation on something that is top of mind = relevant
  • The company organizes events -- Ducati Weekends and the World Ducati Week -- with a real tribe of 200,000 Ducati owners and a virtual tribe of 12 MM visitors yearly to the site Ducati.com. Tribe members, fans, spread the word about the brand. Ducati received front page media coverage on the weekend edition of the Daily Telegraph for a gathering of vintage Ducati, for example. The noteworthy part of the coverage is that it was not obtained through a public relations effort. The journalist is a member of the Ducati Tribe.With 600 Ducati owners clubs, 40 of which have been around for more than 5 years, owners and people passionate about the brand weigh in on the brand experience. They are part of Desmo Owners Club, DOC. Fans can create Ducati t-shirts, and the Internet gives them an opportunity to gather in person. For example, many from the club in Rome participate to the meet up in Dayton, Florida.Ducati's community is useful for communications and for crowdsourcing. Many of the community boards and forums are managed and created entirely by fans without intervention from the company.
  • 2008 daily chronic pain, in partnership with universities and research organizations; MIT researchers, privately funded 2004, life-changing diseases (ALS in 1998)Down to earth information in a moment of need
  • why do people do it? Desire to control, affect physical and virtual worlds
  • Relevancy:Entertain each other Influence one another's opinions Exchange important information Point out and enforce social rules Learn from others' mistakes
  • Global members, year, cities, countries, at event in Denver (time spent with like-minded people), milestone in 2001, years I did it, members’ count in PHL – virtual + physical
  • The chance to be part of something bigger – change the control + alt // delete launched on humanity
  • http://www.bplusd.org/2009/02/25/t-shaped-influence/ -- T-shaped influence Wide influence covers a larger group at a less personal level. While you have relationships and reputation in that group, you may not have a known track record or tight connections. For influencing organizations, that means that you’ve got contacts, conversations, and awareness across the org chart. Wide influence also gives you the awareness to make multi-disciplinary connections, a key source for innovation.Focused influence is narrower, concentrated relationships with key individuals. That might be in the executive suite, or in marketing,  in R&D or in all three. Focused influence is something that happens more in small groups and especially one-on-one. It takes time to cultivate. It grows from shared experiences, shared successes (ands sometimes shared failures), and shared values and vision. That doesn’t mean that people in your focused influence core always agree with you. But they do know and respect you. Make sure you respect them too, because this kind of confidence is easy to lose if you take them for granted.
  • This session focuses on the process of identifying areas of relevancy among your customers and prospects, building community, and allowing others to amplify your influence as you meet their needs.
  • the dots, people and ideas, design and strategy, internal and external, physical and virtual, known with unknown – reinforcing pathways that extend beyond your networks
  • online / offlineniche interestspoints of passion
  • Asking the right questions
  • MotivationInvestigate behaviorReason for beingPurposeMap assumptions
  • AccessTacit knowledgeSimplicity
  • MotivationInvestigate behaviorReason for beingPurposeMap assumptions
  • Seeing the invisible
  • relationshipsthe dotsideas and peopledesign and strategyinternal and externalphysical and virtualKnown and unknown
  • Transforms transactions (potential) into relationships
  • AccessTacit knowledgeSimplicity
  • UnderstandPatternsInteractionsControlsAssumptions
  • Predictmutate
  • the invisible - one of the biggest problems businesses have growing up is that their interests are not aligned with those of their customers anymore
  • Developing a sense of timing, also making sense of things
  • Developing a sense of timing, also making sense of things
  • Developing a sense of timing, also making sense of things = experimenting with purpose
  • In the sense of acting again – reactions to what happens in real time – Kevin Kelly on things that cannot be copied) immediacy, personalization, authenticity, attention, interpretation, accessibility, embodiment, findabilityTo the cards that the market deals you
  • AccessTacit knowledgeSimplicity
  • AccessTacit knowledgeSimplicity
  • FrequencyIntensityDuration
  • How do you create/identify/harness/enroll true influence? Learn how to develop/attract it
  • too much attention on INVESTMENT, not enough on RETURN = the business model problem

Everyone is wrong about influence. Except Your Customers Everyone is wrong about influence. Except Your Customers Presentation Transcript

  • 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
    View slide
  • ?
    why
    View slide
  • !
    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
  • ?
    who
  • 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
  • TRUST
  • 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
  • ?
    how
  • 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
  • tribe
  • 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.