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

Inﬂuencing the inﬂuencers NMA LIVE 04.09.09

y! Inﬂuencing lu ck the be to inﬂuencers H ow NMA LIVE 04.09.09

The greatest brand in the world?

The greatest TV show in the world.

“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

Brands need to do the same.

(This of course is, er, an advert for The Wire)

In networks, PR has to become user- centred marketing

Or it can be more spam. Image (cc) freezelight

Before we ask who...

What are inﬂuencers?

Inﬂuencers: convenient fantasy for marketers? Image (cc) goincase

It would be understandable faced with the complex reality.

Suddenly we can “see” inﬂuence

It gives us an illusion of control, or potential control

But the reality is always more complex

Duncan Watts talks about “accidental inﬂuencers” http://bit.ly/VgnzR

Eric Sun tested it out with 262,985 fan pages in Facebook http://bit.ly/2u88xd

Of 70,000+ fans... Image (cc) jamescridland

...70% were already in the same cluster Image (cc) dominik99

...15% were “start points”

Who are inﬂuencers is often obvious after the fact

So there aren’t any inﬂuencers?

Weeeeeeeeell... Image (cc) jacreative

Some people patently do have inﬂuence. 26

But they are hard to reach.

...stuff spreads because there is a latent need in a network cluster

But where it ﬁts in is complex

loose connections are valuable

You make your own luck in networks

It takes a...

(& a framework)

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

Begin with principles

Understand your networks

Be live in your networks Image (cc) zeno77

Be useful Image (cc) nnova

Platforms

Processes

Listening

Viral links

Viral links 75%

HYPERMILING Creative

Curation

Outreach

Community management

Moderation

Optimisation

Combination of attention marketing and traditional PR

When everyone is part of the medium everyone is a potential inﬂuencer

You make your own luck in networks

Try to be (happy) accident prone

: : BONUS LINK : : http://bit.ly/18aKu3

icrossing.co.uk/ebooks (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details

Thank you Tel: +44 1273 827 721 Email: antony.mayfield@icrossing.co.uk Sites: www.icrossing.co.uk Blogs: connect.icrossing.co.uk www.antonymayfield.com Twitter: @amayfield 47 55

http://www.antonymayfield.com	56
http://kathryncorrick.co.uk	14
http://lore	12
http://www.slideshare.net	11
http://www.cirip.ro	4
http://www.netvibes.com	2
http://www.litmanlive.co.uk	1

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

by Antony Mayfield on Sep 06, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

7 Embeds 100

Statistics

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