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How to Be Lucky (Influencing the Influencers presentation from NMALive Sep 09)


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Gave this presentation at NMA Live's Online PR and Reputation event. The deck begins with a call for brands to "emancipate themselves from advertising", and look at influence in online networks as …

Gave this presentation at NMA Live's Online PR and Reputation event. The deck begins with a call for brands to "emancipate themselves from advertising", and look at influence in online networks as something that demands a different approach. The "How to Be Lucky" theme is about how brands need to create the conditions where they can be lucky, but they can never control or predict outcomes, as they are operating in complex adaptive systems (online, human networks).

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  • Transcript

    • 1. Influencing the influencers NMA LIVE 04.09.09
    • 2. y! Influencing lu ck the be to influencers H ow NMA LIVE 04.09.09
    • 3. The greatest brand in the world?
    • 4. The greatest TV show in the world.
    • 5. “Only when television managed to emancipate itself from the economic construct of advertising was there a real emancipation of story. “American TV was about the interruption every 13 minutes... that was the point of the show. Not the shit they put around the ads.” David Simon
    • 6. Brands need to do the same.
    • 7. (This of course is, er, an advert for The Wire)
    • 8. In networks, PR has to become user- centred marketing
    • 9. Or it can be more spam. Image (cc) freezelight
    • 10. Before we ask who...
    • 11. What are influencers?
    • 12. Influencers: convenient fantasy for marketers? Image (cc) goincase
    • 13. It would be understandable faced with the complex reality.
    • 14. Suddenly we can “see” influence
    • 15. It gives us an illusion of control, or potential control
    • 16. But the reality is always more complex
    • 17. Duncan Watts talks about “accidental influencers”
    • 18. Eric Sun tested it out with 262,985 fan pages in Facebook
    • 19. Of 70,000+ fans... Image (cc) jamescridland
    • 20. ...70% were already in the same cluster Image (cc) dominik99
    • 21. ...15% were “start points”
    • 22. Who are influencers is often obvious after the fact
    • 23. So there aren’t any influencers?
    • 24. Weeeeeeeeell... Image (cc) jacreative
    • 25. Some people patently do have influence. 26
    • 26. But they are hard to reach.
    • 27. ...stuff spreads because there is a latent need in a network cluster
    • 28. But where it fits in is complex
    • 29. loose connections are valuable
    • 30. You make your own luck in networks
    • 31. It takes a...
    • 32. (& a framework)
    • 33. Understand Principles Be useful Be live YouTube Sociallucky! How to b e Twitter Spaces Platforms Social Space Flickr Framework Delicious Facebook Networks Active listening Assets Research & Listen Measure Plan/iterate Optimise assets Editorial On-site UGC Processes Creative Widgets / tools Aggregation Outreach Moderation Curation Connecting APIs
    • 34. Begin with principles
    • 35. Understand your networks
    • 36. Be live in your networks Image (cc) zeno77
    • 37. Be useful Image (cc) nnova
    • 38. Platforms
    • 39. Processes
    • 40. Listening
    • 41. Viral links
    • 42. Viral links 75%
    • 43. HYPERMILING Creative
    • 44. Curation
    • 45. Outreach
    • 46. Community management
    • 47. Moderation
    • 48. Optimisation
    • 49. Combination of attention marketing and traditional PR
    • 50. When everyone is part of the medium everyone is a potential influencer
    • 51. You make your own luck in networks
    • 52. Try to be (happy) accident prone
    • 53. : : BONUS LINK : :
    • 54. (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
    • 55. Thank you Tel: +44 1273 827 721 Email: Sites: Blogs: Twitter: @amayfield 47 55