Andrew Smith - Influencer Marketing in Search & PR

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Presentation at Linkdex Think Tank on "The Emergence of Influencer Marketing in Search & PR"

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  • Andrew Smith - Influencer Marketing in Search & PR

    1. 1. eschermanescherman PR. Analytics. SEO.PR. Analytics. SEO. Influencer marketing in search and PR
    2. 2. Andrew Bruce Smith Managing Director Escherman MCIPRTwitter: andismit Search for: Andrew Bruce Smith
    3. 3. • Katz & Lazarsfeld (1940s) • Two step theory of communication • Malcolm Gladwell – The Tipping Point (2000) • “The Law Of The Few” • Keller & Berry – The Influentials - 2003 A brief history of influence
    4. 4. • Duncan Watts – 2003 • Milgram’s Six Degrees of Separation experiment revisited The opposite view
    5. 5. • Can influence be reduced to a number? • Has social media democratized influence? The Cult Of The Influencer
    6. 6. A new view of influence “Whether influential people can exercise influence at all may depend entirely on the precise structure of the network in which they find themselves, something over which they have limited control. As we have seen, some networks permit wide-reaching cascades and others do not.” Christakis and Fowler: Connected (2010)
    7. 7. • Will rely upon understanding both individuals and networks of relationships – both for search and PR Influencer Marketing
    8. 8. MajesticSEO: understand the value of the link graph
    9. 9. Traackr: reach, resonance, relevancy
    10. 10. Search and PR converging Ability to understand the value of relationships will be key
    11. 11. http://amzn.to/Po0EWa

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