Influencing the influencers
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Influencing the influencers

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Mike Maney's presentation on "Influencing the Influencers" at The Social Media Summit at

Mike Maney's presentation on "Influencing the Influencers" at The Social Media Summit at

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Influencing the influencers Influencing the influencers Presentation Transcript

  • WHAT’S POSSIBLE. WHAT’S NOT. AND HOW TO GO ABOUT IT.
  • Mike Maney @the_spinmdhash this talk #smsummit other good stuff at maneydigital.com
  • I’m the head of influencermanagement at
  • It’s called “head”because of these guys
  • NOTBECAUSE of THIS
  • INFLUENCER MANAGEMENT “Dude, that’s the coolest title ever.”
  • How’d you get that gig?
  • Then this lady called:
  • Laura:“Alcatel-Lucent wants me to build an API platform andalso help drive culture change in the company. What do youthink?”Mike: “I think you should not forget about us little folks whenyou rule the world.”Laura: “HR’s calling you tomorrow.”Mike: “What do I need to know so I don’t screw up theinterview?”Laura: “Haha.”Mike: “Did I just do the interview?”Laura: “I need you in Dallas on Wednesday.”
  • The CEO MindsetThis is what we created. This is how we began shifting the role of PR and marketing.
  • And that is how the head ofinfluencer management was born.
  • THEPUBLIC RELATIONS PROMARKETING STRATEGISTANALYST RELATIONS MANAGERSOCIAL MEDIA GURUCREATIVE GENIUSADVERTISING BUY GUY
  • C’mon, Mike. You surely don’t mean dead. JUST DYING *Little known runner-up to famous “Just Do It” tagline. Fact. Heard it on Facebook.
  • LONG LIVE THE
  • THIS BEFORE THIS ReporterBlogger Competitor CONTENTPolitician Employee Analyst
  • You can’t influence an influencer unless you are an influencer. I don’t mean being able to pitch acrappy story and getting a reporter tobite. I’m talking about being a part of the influencer’s circle...being seen interacting where they interact and with who they interact with.
  • Be yourself. Don’t take it too seriously. Stalking is ok. Data is your friend.(Sounds like a soupy mix of marketing and media relations, doesn’t it?)
  • ’ ‘ ‘ Lots of tools...in both senses of the word. Get to know Google. Train your eyes to make connections.Stop hiding behind your spokespeople. Study Marshall Kirkpatrick.
  • DO WE REALLY NEED MORE STATS TO TELL US IS IMPORTANT? 2011 Cone Online Influence Trend Tracker
  • BRANDED CONTENT (Why the Arrington/Ariana debate is important)Challenge: Paid thought leadershipwithout treating it like a paid toolBenefit: Core of our content strategy.Support and contribute to main channelour customers are.Takeaway: As Joe Brockmeier says, “Bethe media.” “Much more likely to see ablog post by someone IN the communitythan on PRWeb.
  • JUST DOING ITChallenge: No challenge, just somethingfun to doBenefit: Client (legitimately) seen as partof core influencer group; raised personalprofile among influencers for futureTakeaway: Don’t wait for someone elseto write your story. Have some fun.
  • Challenge: No recognition from coreaudience. Budget. To their credit, the primary concern of Laura, Mike and the gang over atBenefit: 1/3rd the cost of going alone. Alcatel-Lucent from Day 1 of ourInstant credibility with core audience. discussions has been about maintaining the credibility andTakeaway: Stop doing the same old neutrality of Glue.stuff.
  • Challenge: Maintain/build relationshipsBenefit: Duh.Takeaway: Being social means beingsocial. Was I the smartest guy in theserooms? Not by a long shot. I was amarketer at a deep tech conference. Butnow sorta part of the family* -- Because IWas There.* Drunk uncle
  • Turn “Why?” “Why Not?”Stop planning so much. Have some fun. Try new things.
  • 1. You have to be part of the business.2. You have to be as good (and as confident) as your spokesperson.3. You have to be a storyteller, not just the person who pitches the story.4. You have to get your hands dirty with data.5. You have to engage and participate.
  • Great definition...has to be integrated across all functions Social media requires a mashup of capabilities: PR, marketing, media,advertising, narrative, linguistics, cultural anthropology, technology, change management, data management, analytics and more. Converseon (a social media agency)
  • YOU’VE GOT I’VE GOT rambling responses that sound like