How To Use Influencers To Build Your Business

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by Jason Keath (@jasonkeath)

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  • The most powerful influence in the world is one person REALY listening to another person.This is word of mouth right, the back bone of marketing. When a company is doing things amazingly well, hitting on all cylinders, word of mouth movements happen on their own. Today, when I talk about influence the goal is to get you to do things this way, to reinvest in the customer, to run your business in a way and primes it for influencers to spread the news.
  • Starts and stopsSlows downHard to see. Hard to track
  • But we always see the end action. The conversion. The question is, what is below the surface? How does the consumer get to that final action?
  • But we always see the end action. The conversion. The question is, what is below the surface? How does the consumer get to that final action?
  • When we talk about influencer marketing, we are talking about finding moments of accelerationAlong that path of influence. And the people that can drive those moments of acceleration.
  • So why does it matter to frame the conversation of influence around this points.Focusing on a path of influence that consumers take.
  • The influence of others can drive all our decisions. And it does. But the better way to think about this is how the consumer comes to a decision or gets moved toward an action. Consumers build a database of trusted information that guide their decisions. Constantly changing inputs. Constantly changing information.
  • This database of trusted information drives influence. Drives action. Drives our decisions. Influence is not about one individual affecting others. It is about, for businesses, figuring out who and what your consumers’ trusted information sources are.
  • Example: buying a TV. Learning about it from many sources over weeks and months. Adding and removing options for consideration. There might not be one big moment of acceleration.
  • CC Chapman buying a new suitcase that he saw Chris Brogan do a video about.
  • Authority (respect, experience, social proof)Relevance (proximity, topic, culture)Audience (size, scope, reach, commitment)Frequency (quantity, consistency, creativity)Emotion (story telling, close relationship, common bond)The more of these items you can check off the better. Some people trust their neighbors, many don’t. Some people trust their family, but still know they can’t really give them advice on what the latest digital camera to buy is. We instead create personal experts from these building blocks. We talk to suzy about healthy food and todd about workouts and jeremy about politics. We build trust experts according to these building blocks. And these people have larger influence than others. One of the most targeted types of influencers most businesses will target and come into contact with is a topic influencer. For the consumers this comes into play as a trust expert. Someone we, as individuals, listen to about specific topics. With this comes relevance. A cornerstone of the influencer equation.The same thing happens online.
  • Authority (respect, experience, social proof)Relevance (proximity, topic, culture)Audience (size, scope, reach, commitment)Frequency (quantity, consistency)Emotion (story telling, close relationship, common bond, creativity)The more of these items you can check off the better. Some people trust their neighbors, many don’t. Some people trust their family, but still know they can’t really give them advice on what the latest digital camera to buy is. We instead create personal experts from these building blocks. We talk to suzy about healthy food and todd about workouts and jeremy about politics. We build trust experts according to these building blocks. And these people have larger influence than others. The same thing happens online.
  • bloggers help explain why Cirque du Soleil is so unique.Jessica Berlin, Cirque’s Social Media Manager, invited 250 bloggers to attend a show of their choice and share their genuine feedback on their respective blogs. This resulted in significant chatter on blogs and twitter about the “Cirque Experience.” By simply engaging members of the blogger community, Jessica was able to convert them into brand ambassadors. This served as a great case study of a brand leveraging blogger outreach to establish a community.They target who they invite to experience every show. Each of their 20+ shows is different. The audience is different. The outreach is different.
  • One of the leading social media invested companies period. Twitter, Facebook, Foursquare, outreach, etc. Built close personal relationships with the entire social media industry.Daily twitter users are up to 400% more likely to blog, upload videos, or write reviews online. So if you have an army of these content creators, you are pretty well poised to fight off a potential crisis. As we said before, influence does not fix bad products or bad service, but it can push out the right information and quickly.
  • Viral video campaigns of the past worked, but nothing on this scale. Facebook fans grew by 118%YouTube subscribers grew 227%Twitter followers saw the biggest bump at 2,800% growth
  • What can influencers do for our businesses?
  • Look close – Look at your own followers, your own community, your own employeesExporty, flowtown, Rapleaf, rapportive, CRMLoud customers: New customers, Grieving customers
  • Identify groups: Look for Meetup groups, clubs, Ning sites, forums etc that relate to your industry or niche • Use tools like Blogdash and Technorati to help find individual bloggers that stand out in their niche • Research the links and blogrolls of sites you find that already match your influencer targets • Identify Twitter chats that match your niche and use Rowfeeder & Simply Measured to find the leaders and most active users • Research the topic you are focusing on through YouTube, Digg, Reddit, etc
  • Reach out – Compose a list as contentBlog about itUse Twitter or quora to ask the massesAsk employeesHire someone (investinsocial.com)
  • Ok, you found them. Now what?
  • Read their blog, subscribe to RSS and Youtube, sign up for a newsletterLeave comments, retweet, ask questions, promotePay attention to any current partnerships they have, if they specify what they create content on, how they prefer to be contactedEmail them to introduce yourself without asking for somethingProvide content, guest blog, create content, Learning the ecosystem is probably the most valuable point here. Shift communications did a big blogger outreach campaign last year for Slydial, a new app that let you leave a voicemail for someone without calling them. Every single pitch of theirs was personal. • 381 blog posts in one month • 200,000 beta users in less than two weeksThis goes for more than just learning about bloggers or Twitter. Learn about the people you are making contact with.
  • How do we actually get the influencers to help your business. This is of course the toughest challenge
  • Culture – Invite to real world events Create “official” championsCommunity traditions and vernacularHelp them – solve their problems, give them creative assets, make them experts, connect them to useful people, give them previews of products and servicesgive them insights into the company, assets, special treatment, meet celebrities, test products, free stuff, moneyMake them influencers – find passionate consumers and use your brand to help make them important. To give them a platformCompliment them
  • How To Use Influencers To Build Your Business

    1. 1. A NEW<br />INFLUENCE<br />@JasonKeath<br />#newinfluence<br />ANYONE CAN BECOME A MEDIA GIANT<br />
    2. 2. ABOUT<br />socialfresh<br />SocialFresh.com / InvestInSocial.com<br />
    3. 3. AGENDA<br />1. What is influence?<br />2. Why does it matter?<br />3. How do I use it?<br />4. Finding Influencers<br />5. Building Relationships<br />6. Activating Influencers<br />
    4. 4. What is<br />INFLUENCE?<br />
    5. 5. The Ability to Move People Toward Valuable Action<br />
    6. 6.
    7. 7. The conversion is usually apurchase<br />
    8. 8. But can be many things<br />Many consumers directions<br />
    9. 9.
    10. 10.
    11. 11.
    12. 12.
    13. 13. WHAT GETS THE CONSUMER TO THE CONVERSION?<br />
    14. 14.
    15. 15. It may start and stop. <br />It may slow down.<br />And can be hard to see or track.<br />
    16. 16. The Iceberg Tip IS THE ACTIONbut…<br />
    17. 17. The Iceberg Tip IS THE ACTIONbut…<br />WHAT’S BELOW THE SURFACE?<br />
    18. 18. Find The PEOPLE That Accelerate Consumers To The ACTION<br />
    19. 19. Why does it<br />MATTER?<br />
    20. 20. All consumers constantly build their own personalized trusted info databases<br />
    21. 21.
    22. 22. Sample Trusted Information Database<br />
    23. 23. Put The Information Sources on a Timeline<br />
    24. 24. And You Get The Path To Influence<br />
    25. 25. And You Get The Path To Influence<br />
    26. 26.
    27. 27.
    28. 28. Find Where PEOPLE Are The Most Trusted Information Sources<br />
    29. 29. We Create Our Own<br />EXPERTS<br />
    30. 30. 5 Building Blocks of Influence<br />Authority<br />Relevance<br />Audience<br />Frequency<br />Emotion<br />= TRUST<br />
    31. 31. How Do We Use<br />INFLUENCE?<br />
    32. 32. 7 Bloggers<br />Create Millions <br />of Views<br />
    33. 33. Starbucks saw a 25% increase in brand sentiment AFTER a potential PR crisis.<br />
    34. 34. “The first few videos were<br />strategic smart bombs”<br />
    35. 35. How To Find<br />INFLUENCERS<br />
    36. 36. Look Near You FirstLOOK CLOSE:Look at your ownfollowers, your owncommunity, yourown employees(Exporty, flowtown,Rapleaf, rapportive,CRM)LOUD CUSTOMERS:New customers,Grieving customers<br />
    37. 37. Research CommunitiesIDENTIFY ONLINE GROUPS:Meetupgroups, clubs, Ning sites, forums • Use tools like Blogdash and Technorati • Research the links and blogrolls of relevant sites • Identify Twitter chats that match your niche • Use Rowfeeder to most active users • Research topics on YouTube, Digg, Reddit, etc<br />
    38. 38. Ask For Help • Blog about your search • Use Twitter and Quora • Ask Employees • Hire Someone • (InvestInSocial.com)<br />
    39. 39. How To Build The<br />RELATIONSHIPS<br />Ok, you found the PEOPLE <br />Now What?<br />
    40. 40. New Media Relations<br />1. Consume their content<br />2. Participate in their world<br />3. Learn their personal ecosystem<br />4. Make contact w/out a request<br />5. Support their efforts<br />
    41. 41. How To Activate<br />INFLUENCERS<br />This Is THE TOUGHEST Challenge<br />
    42. 42. Help Me Help You<br />1. Fun & ActiveCommunity<br />Real world events<br />Create “official” champions<br />Community traditions/vernacular<br />2. Help Them<br />Solve their problems<br />3. Create Influencers<br />Make your passionate supporters important<br />
    43. 43. THANK<br />YOU<br />@jasonkeath<br />SocialFresh.com<br />

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