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...
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                    ...
LONG LIVE THE
THIS                    BEFORE THIS              ReporterBlogger                  Competitor             CONTENTPolitician...
You can’t influence an influencer     unless you are an influencer.   I don’t mean being able to pitch acrappy story and gett...
Be yourself.   Don’t take it too seriously.         Stalking is ok.      Data is your friend.(Sounds like a soupy mix of m...
’	 ‘ 	 ‘ Lots of tools...in both senses of the word.            Get to know Google.   Train your eyes to make connections....
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 l...
JUST DOING ITChallenge: No challenge, just somethingfun to doBenefit: Client (legitimately) seen as partof core influencer g...
Challenge: No recognition from coreaudience. Budget.                         To their credit, the primary concern of      ...
Challenge: Maintain/build relationshipsBenefit: Duh.Takeaway: Being social means beingsocial. Was I the smartest guy in the...
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 b...
Great definition...has                               to be integrated                             across all functions   So...
YOU’VE GOT             I’VE GOT             rambling responses that sound like
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

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Influencing the influencers

  1. 1. WHAT’S POSSIBLE. WHAT’S NOT. AND HOW TO GO ABOUT IT.
  2. 2. Mike Maney @the_spinmdhash this talk #smsummit other good stuff at maneydigital.com
  3. 3. I’m the head of influencermanagement at
  4. 4. It’s called “head”because of these guys
  5. 5. NOTBECAUSE of THIS
  6. 6. INFLUENCER MANAGEMENT “Dude, that’s the coolest title ever.”
  7. 7. How’d you get that gig?
  8. 8. Then this lady called:
  9. 9. 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.”
  10. 10. The CEO MindsetThis is what we created. This is how we began shifting the role of PR and marketing.
  11. 11. And that is how the head ofinfluencer management was born.
  12. 12. THEPUBLIC RELATIONS PROMARKETING STRATEGISTANALYST RELATIONS MANAGERSOCIAL MEDIA GURUCREATIVE GENIUSADVERTISING BUY GUY
  13. 13. 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.
  14. 14. LONG LIVE THE
  15. 15. THIS BEFORE THIS ReporterBlogger Competitor CONTENTPolitician Employee Analyst
  16. 16. 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.
  17. 17. 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?)
  18. 18. ’ ‘ ‘ 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.
  19. 19. DO WE REALLY NEED MORE STATS TO TELL US IS IMPORTANT? 2011 Cone Online Influence Trend Tracker
  20. 20. 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.
  21. 21. 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.
  22. 22. 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.
  23. 23. 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
  24. 24. Turn “Why?” “Why Not?”Stop planning so much. Have some fun. Try new things.
  25. 25. 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.
  26. 26. 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)
  27. 27. YOU’VE GOT I’VE GOT rambling responses that sound like
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