Influence is Contextual, Nicolas Chabot, VP Europe, Traackr

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Nicolas's presentation at Social Media Marketing 2012 London, hosted by Our Social Times.

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Influence is Contextual, Nicolas Chabot, VP Europe, Traackr

  1. 1. INFLUENCE ONLY WORKS IN CONTEXT Nicolas Chabot VP Europe @TRAACKR#SMM12 @TRAACKR @nicochabs
  2. 2. WHO IS LEADING THIS CONVERSATION?#SMM12 @TRAACKR @nicochabs
  3. 3. MISTAKE: FOLLOW THE MOST POPULAR VOICE 100 10#SMM12 @TRAACKR @nicochabs
  4. 4. INFLUENCE ≠ POPULARITY INFLUENCE = PEOPLE IN CONTEXT Hybrid cars#SMM12 @TRAACKR @nicochabs
  5. 5. INFLUENCE ≠ POPULARITY INFLUENCE = PEOPLE IN CONTEXT Hybrid cars Hybrid cars Hybrid cars Hybrid cars Hybrid cars Hybrid cars Hybrid cars Hybrid cars Hybrid cars Hybrid cars#SMM12 @TRAACKR @nicochabs
  6. 6. CONVERSATIONS ARE DRIVEN BY SPECIFIC PEOPLE WITH EXPERTISE Illustration with top influencers in 4 related searches in cars TECHNOLOGY IN LUXURY CARS CARS CAR DESIGN HYBRID CARS#SMM12 @TRAACKR @nicochabs
  7. 7. CONVERSATIONS ARE DRIVEN BY SPECIFIC PEOPLE WITH EXPERTISE Only 8% of identified influencers common to the 4 topics 13% TECHNOLOGY LUXURY CARS IN CARS 21% 8% 13% HYBRID CARS CAR DESIGN 15%#SMM12 @TRAACKR @nicochabs
  8. 8. Q:WHO IS THE MOST INFLUENCIAL DIGITAL COMMUNICATIONS PRO IN THE UK? DIGITAL MARKETING SOCIAL MEDIA DIGITAL PR#SMM12 @TRAACKR @nicochabs
  9. 9. A: THERE ARE SUBJECT MATTER EXPERTS… DIGITAL MARKETING SOCIAL MEDIA DIGITAL PR#SMM12 @TRAACKR @nicochabs
  10. 10. ….AND CROSS POLLINATORS DIGITAL MARKETING SOCIAL MEDIA DIGITAL PR#SMM12 @TRAACKR @nicochabs
  11. 11. TO FIND YOUR INFLUENCERS, FIRST DEFINE YOUR CONTEXT AND THE REST WILL FOLLOW Nicolas Chabot VP Europe @TRAACKR#SMM12 @TRAACKR @nicochabs

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