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The Influencers
 

The Influencers

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How to build strategic Influencer networks.

How to build strategic Influencer networks.

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  • riday, November 16, 2007 Influencers roles: When and how do influencers influence? If you know anything about influencers you’ll know that they are a mixed bag. This of course means that they come from different disciplines and professions, since diversity is at the heart of a functional influencer ecosystem. This diversity also extends to how and when influencers exert their influence. In researching the book , I charted a typical decision making process (because what we’re all trying to do is influence decisions) and then mapped out a range of influencer roles across this process. The result is this: There’s a lot in this picture, but let me explain the various roles that influencers might play: Idea planters are the thinkers in your industry. These people ask “what if?” They are the sources of uncertainty. Authors and thinkers like Seth Godin, Tom Peters, Trevor Bayliss, and Nicholas Negroponte are all idea planters. Predictors tell us what (they believe) will be adopted soon. They ask “what next?” Much of this kind of influence comes from the supplier community, which is essentially telling us what’s next in their product pipeline. But this market priming is held in check by third parties such as analysts, financiers and other commentators such as bloggers and management gurus. Trend setters are the early adopters. They set themselves as reference points and create the direction for the rest of the market. They are important because they not only validate the market but also communicate success to the market. They are influential due to their early adoption, and the fact that they spread the news of their success. Proclaimers : Some influencers just stand up and proclaim that the world will be how they want it to be. They mandate (as far as they can) the what and how. Proclaimers most often work for government agencies and departments, regulators and legislators, or standards bodies, but may also include buyer groups or co-operatives, and industry commentators. Aggregators/communicators : One of the most important roles an influencer can play is that of information gatherer and disseminators. It’s where the media and analysts get the majority of their influence: their knowledge of the detail of the market allows them power as to who has access to that knowledge. Non-media aggregators/communicators might include events, industry commentators, buyer groups, government agencies, industry bodies and industry analysts. Scopers : At some point a definition of the decision to be taken has to be made. That’s the role of scopers, to map out the limitations, parameters and dimensions of the problem and its likely solutions. Scopers tell us “what now.” Recommenders suggest what you should do. They are sometimes, but not often, able to dictate a decision. Most often they will make their professional judgment known, and then leave the final decision up to the ultimate decision-maker. They are therefore usually somewhat passive in their influence, which is advisory in nature. Persuaders tell you what you must do. They are not passive at all, conveying precise direction rather than advice. These are your closers, salesmen in Gladwell’s terms, the people who are able to make or break a decision. Negotiators : Once the supplier is picked the fun begins. How are you going to implement the decision, and how much do you, or should you, pay? Cue the negotiators, who decide how and how much, advising on the financial elements of the deal, as well as the mechanics of how to construct a deal. Validators say “it’s okay,” and are the safety net for a decision-maker. Not the oft-perceived rubber stamp, they give any decision the health check, to make sure the decision-maker has covered all options. They can halt a deal, or send it circling back for additional scoping or negotiating. Some key points: Roles can be played by different influencer types (analysts, journalists, academics, etc). One influencer could play several roles. Not all roles are played in every decision process. The wave and its implications are explored in more detail in the book. We also map out overlap between influencer types (who they are) and influencer roles (what they do). Use the Wave to examine how and when influencers influence. It’s proved useful in our influencer identification and engagement programs.
  • Social networks Speaking Presenting Teaching Associations Blogs
  • Ho you Are What You Do Your Experrtise Your Experience makes a difference to others – once you understand these things, you will be able to leave the rigth trace behind you -
  • Who you Are What You Do Your Experrtise Your Experience makes a difference to others – once you understand these things, you will be able to leave the rigth trace behind you -
  • Most people say sales, but do you need sales OR is your training off, your support bad, your product nothing special? If so, these need to be fixed first and you Influencers can help you identify, prioritize, and tell about your improvement Your needs now will be different than your needs in one month 2 months in a year and 5 years from now... So your network will need to change!
  • Yesterday the Society for New Media Research Symposium released the findings of a study into the growing influence of social media in PR. Nearly 300 communications professionals took part, and more than half agreed that social media tools are becoming more valuable to their activities as more customers and influencers use them. Other key findings include: 27 per cent of respondents reported that social media is a core element of their communications strategies. 3 per cent stated that social media has little or no value to their communications initiatives. In addition, respondents believe that social media is most effective for companies in the following sectors: arts entertainment and recreation communications computer hardware education These findings echo our experience at Strive PR . We’ve had some excellent results by incorporating  social media into client programmes. It’s all part of the mix. HAT TIP: Emergence Marketing. Initial Findings of New Influencer Study Shared at SNCR Research Symposium December 6, 2007 Listen to this article by Admin As more companies adopt social media, they struggle to find effective metrics for deciding who are the most influential players. This is among the initial findings of the SNCR's latest research study, “New Media, New Influencers and Implications for the PR Profession,” which was presented today at the Society for New Communications Research Symposium in Boston, MA. A survey was developed and targeted to the "power users" of social media. Nearly 300 PR, corporate and marketing communications professionals who are very experienced in social media participated in the survey, which focused on how influence patterns are changing and how communications professionals are addressing those changes. In addition, several case studies have been collected. Fifty-seven percent of respondents said that social media tools are becoming more valuable to their activities as more customers and influencers use them. Twenty-seven percent reported that social media is a core element of their communications strategy. Only three percent stated that social media has little or no value to their communications initiatives. Respondents believe that social media is most effective for the following sectors: arts, entertainment and recreation; communications; computer hardware and education. “Blogs, podcasts, and social networks are changing the way we think about media and influence,” said Jen McClure, executive director of the Society. “We wanted to learn what criteria communications professionals use to define new influencers; how social media is being used to communicate with these influentials; and how to measure the effects of such efforts. The ultimate goal of the study is to offer a set of recommendations to the PR profession.” Respondents reported that the most effective tools for their social media initiatives are currently: o Blogs o Online video o Social networks The top three criteria for determining the relevance and potential influence of a blogger or podcaster are: o Quality of content on the blog or podcast o Relevance of content to the company or brand o Search engine rankings Surprising to the researchers was the fact that criteria that measured online engagement for blogs and podcasts were among the least important to the respondents. However, for online communities and social networks, the top three criteria for evaluating influence do reflect the importance of online engagement: o Participation level o Frequency of posting by the community member o Name recognition of the individual Fifty-one percent of respondents are formally measuring the effects of their social media initiatives. The metrics they value most are enhancement of relationships with key audiences, enhancement of reputation, customer awareness of program and comments/posts relevant to organization/products. Close to the bottom of the list was traditional media coverage. Detailed results of the study will be published in the upcoming issue of the Journal of New Communications Research and a full report will be made available via the Society and the Institute for Public Relations in early 2008. Popularity: 11% [ ? ]
  • Their buyers – school districts
  • A little hatchling of an underground club has formed called "The League of Kickass Business Folk", irrenverence of the title is intended. The group has exploded from a small meeting of 20 in October to close to 150 handpicked and referred members. What is The Leaguie of Kickass Busienss Folk? It's a group of distinguished and senior business people, strategists, marketers, digiterati, media mavens, entrepreneurial rainmakers and PR flacks who get together informally every two months and collaborate, network, exchange ideas and hopefully improve the innovative nature of our practice by making like-minded connections. No scripted agenda or long-winded powerpoint...just a long tail of drinks and noshing, star power networking, connecting with senior peers, mind-expanding conversation, other stuff and in the spirit of 2.0 - the group decides. This upcoming month of March, we are theming it green and bringing in some of the bright stars of Toronto's green business culture to kickstart the night. We'd love this group to grow organically. So if you fit the criteria below and we know you (sorry for being so stringent) or if you are already a member and know of 1-2 of your peers who would like to join - invite them in.
  • A little hatchling of an underground club has formed called "The League of Kickass Business Folk", irrenverence of the title is intended. The group has exploded from a small meeting of 20 in October to close to 150 handpicked and referred members. What is The Leaguie of Kickass Busienss Folk? It's a group of distinguished and senior business people, strategists, marketers, digiterati, media mavens, entrepreneurial rainmakers and PR flacks who get together informally every two months and collaborate, network, exchange ideas and hopefully improve the innovative nature of our practice by making like-minded connections. No scripted agenda or long-winded powerpoint...just a long tail of drinks and noshing, star power networking, connecting with senior peers, mind-expanding conversation, other stuff and in the spirit of 2.0 - the group decides. This upcoming month of March, we are theming it green and bringing in some of the bright stars of Toronto's green business culture to kickstart the night. We'd love this group to grow organically. So if you fit the criteria below and we know you (sorry for being so stringent) or if you are already a member and know of 1-2 of your peers who would like to join - invite them in.
  • Do this on a spreadsheet As a tree diagram
  • Do this on a spreadsheet As a tree diagram
  • Take you answer home and ask these same questions about your yourself to your family, friends, peers,

The Influencers The Influencers Presentation Transcript

  •  
  • The Influencers The People at the Center of the Conversation
  • In Influencers don’t do what they do in order to help you… They do what they do to help other users.
  • Copyright, Interpret-her 3/27/08 Reasons to Care
    • Because Influencers…
    • Are a passionate group of word-of-mouth ambassadors
    • for your products and services
    • 2. Influence attitudes, perceptions and prescribing behavior
    • 3. Are market multipliers
    • Can be an excellent sounding board for testing products
    • and services and key supports to new product/service launches
    • 5. Act as a well orchestrated database of referrers helping to
    • populate your Influencer communities
  • Copyright, Interpret-her 3/27/08 Source: Interwrite.com Another Key Reason to Care Copyright, Interpret-her 3/27/08 Because They Love OR Hate You Authoritative 3 rd parties, community leaders, press. gov’t. Haters Lovers Dismissers Followers Skeptics Mainstream Critics Enthusiasts Reject Favor Passive Active Desire to Influence Others Brand Engagement Source: Sean Moffitt, BuzzCanuck
  • Copyright, Interpret-her 3/27/08 Source: the Influencer50.com 11/16/07 “ what if” “ what next” “ early adopter” “ the mandaters ” “ what now” “ the gatekeeper ” “ the closer” “ it’s OK” Why You Should Care Influencers Impact the Purchase Cycle
  • Copyright, Interpret-her 3/27/08 Characteristics of the Influencer
    • They…
    • Have an active lifestyle
    • Have an enthusiasm for learning
    • Are connected to many people and groups
      • 2x’s more than the average (7 versus 3 groups) and
      • they talk to different groups of people who are in
      • different social circles
    • Hear about things ahead of others
    • Are network hubs for others
    • Have a strong belief in change and growth
    • Are not people who get comfortable with the status quo
    • Not necessarily the early adopters but the early majority
    • Don’t think of themselves as special…their influence
    • comes naturally
  • Building An Influencer Network is a Strategic Process Designed to meet a Business Purpose!
  • Copyright, Interpret-her 3/27/08 Designed to Help You Build Visibility + Credibility = Profitability
    • 4 Step Process
    • Begins with you
    • Identifies what you need NOW
    • 3. Identifies the
    • the Influencer
    • segments that will
    • get you the result
    • you desire
    • 4. Develops an
    • Influencer Strategy
    • per Influencer
    • Segment
                        David Leggett's unique web log on the global automotive industry, key events, people and his own daily experiences. If you would like to offer your comments, opinions, suggest topics or just have a good rant, please feel free to email: David Leggett .
  • Visibility & Credibility
  • Copyright, Interpret-her 3/27/08 Visibility – Begins With Honest Self-Evaluation
    • Do I Like To …
    • Am I good at…
      • Speaking
      • Meeting new people
      • Collaborating in groups
      • Researching and finding
      • connections
      • Sharing my knowledge
    • If not, find someone
    • in your company and
    • make them in charge of
    • building your company’s
    • Influencer Network.
  • Copyright, Interpret-her 3/27/08 Visibility - Building Brand You
  • Copyright, Interpret-her 3/27/08 Credibility
    • Blog
    • Social Network
    • Speaking
    • Teaching
    • Authoring
  • What Do You Need Now? Who Will Help You Get What You Need?
  • Money Employees Publicity/Name Recognition
    • Sales
    • Direct
    • Indirect
    Raw Materials
    • Approvals
    • Government/Regulations
    • Licensing
    Copyright, Interpret-her 3/27/08 Develop An Influencer Strategy For EACH Need
  • Copyright, Interpret-her 3/27/08 Identify the Influencer Groups & Prioritize NEED Influencer #1 Influencer #2 Influencer #3 Influencer #4 Influencer #5 Money VC’s Angels Strategic Partner Distributor Network Contact Employees Universities Dept. Heads Hiring Managers Trade/Industry Reps Employees Strategic Partners Publicity Industry Analysts Community Trade Pub Editor Customers Network Key Speakers Key Authors Sales Sales Associations Sales Trainers Customer Community Raw Materials Non competing industry Purchasing Agents Co-operative Approvals Key change agent – State Customers Other successful companies Key change agent – other country
  • Copyright, Interpret-her 3/27/08 Influencer Segmentation
  • The Need Sales The Influencer Segment The Customer
  • Copyright, Interpret-her 3/27/08 Source: etsy.com Etsy 130,000 sellers 800,000 registered users 2,780 members who have their own profiles 15,000 items sold daily $10M revenue in 2007 15 of the Etys 50 employees manage content
  • Copyright, Interpret-her 3/27/08 Source: www.etsy.com Encourage Dialog Through Tools
  • Copyright, Interpret-her 3/27/08 Source: SNCR 12/6/07 Then Listen, Listen Again – THEN Join In
  • The Need Build Credibilty The Influencer Segments Strategic Partners & Gatekeepers
  • Copyright, Interpret-her 3/27/08 Source: Interwrite.com Their Influencers - Teachers
    • The Need
    • Visibility
    • among key
    • influencers
    • to the sale
    • Teachers
    • Hardware
    • manufactures
    • Parents
  • Copyright, Interpret-her 3/27/08 Copyright, TeacherTube 3/27/08 Strategic Partner Influencers
    • Strategic Partners
    • Teacher Tube
    • Technology
    • equipment
    • partners
  • Copyright, Interpret-her 3/27/08 Source: Interwrite.com The Results 200 Videos - 27,000 Leads from teachers, schools and community leaders
  • Creating a Reason To Participate
    • Criteria for Kickass Membership:
    • You are naturally conversational
    • You have interesting perspectives and world
    • changing ideas
    • You are not selling anything - no overt
    • shilling is allowed, you are invited to give
    • and receive but not hard sell
    • You are senior level - director level
    • or above in large companies
    • VP level and above in larger companies
    • A member or one of our officers knows
    • You personally
    • You take advantage of our live events,
    • For those looking to join this is a closed group by invitation only...but if you match up with the
    • criteria above, drop us a line , we'll send out an
    • invite and give you access to:
      • the Secret League handshake
      • Access to our Facebook group
      • E-vites to keep you updated .
    • Began with 20, now have 150 hand
    • picked Influencers
    Copyright, Interpret-her 3/27/08 Source: 2/15/08 www.buzzcanuck.typepad.com Creating a Reason to Join
  • Copyright, Interpret-her 3/27/08 Creating a Reason to Join The Influencers Launch Global TV, Insiders Club , Press Release 9/11/06
    • Group of Influencers composed of entertainment opinion leaders, trendsetters, tastemakers and social ringleaders who influence TV programming
    • Invited to participate in an exclusive club
    • Benefits to the Insider’s Club
    • Insider access to shows before they hit
    • airways
    • Opportunity to influence and change
    • Opportunity to contribute to a Global
    • Insiders blog which is reviewed by TV
    • producers, writers etc.
    • Opportunity to become a program reviewer &
    • providing your opinion to national audience
    What could your Insider Club be? Who would you target? What Insider Exclusive benefits would they be interested in? What do you develop that allows the Influencer to share his/her opinions AND develop his/her credibility .
  • Integrating Multiple Influencer Teams
  • Medical Device & the Healthcare Influencers Copyright, Interpret-her 3/27/08 An Influencer Network
    • The Need
    • Product Development
    • Product Testing
    • Product Sales
    Patient Families Caregivers Patients Engineers (internal & external) Physical Therapists Doctors
  • Copyright, Interpret-her 3/27/08 Summary & Network Faux Pas
    • Building an Influencer network is a strategic process ,
    • without pre-planning it is a waste of time, resources and
    • most importantly – of key influential contacts!
    • Each network requires its own set of tactics
    • It all starts with you, it takes time, effort and consistency
    • Identify you NOW needs and prioritize them
    • You must respond quickly to referral partners
    • Don’t confuse networking with direct selling
    • Don’t’ abuse the relationship – it must be MUTUALLY
    • beneficial – Give First THEN Take
    • Don’t spread yourself too thin – quality versus quantity
    • When you have gotten the ‘help’ you need, don’t ignore
    • your Influencer
    • 10. Don’t let the Influencer network wither from neglect
    • 11. This is not a “Me” equation, it is an “Us” equation!
  • Questions?
  • How to Build My Influential Network
  • Copyright, Interpret-her 3/27/08 Agenda
    • Introductions
    • Your Networks
    • Your Network IQ
    • Your Network Needs
    • Identification of Your Potential
    • Influentials
    • 6. Strategies to Get Your Network Started
    • 7. Strategies to Nurture Your Network
    • 8. Getting Ready for Your Network
  • Copyright, Interpret-her 3/27/08 Introductions
    • Name
    • Your Business
    • Your Product/Service
    • What Industry(ies) you target
    • How your product/service is sold
    • How you network today
  • My Networks
    • Personal
    • Social
    • Professional
  • Copyright, Interpret-her 3/27/08 My Current Network Personal Social Professional Parents (parent’s friends) Classmates (gradeschool and highschool) At your same place of work Brothers, sisters (and their friends) College Peers but not co-workers Extended Family (aunts, uncles, cousins…) Church Business partners Neighbors Social (sports, hobby etc.) Industry associates Others? Vendors
  • Assigning Qualities
    • Who do you want to upgrade/downgrade the status with? ( UG or DG )
      • Closer friendship
      • Move from business card trader to real business contact
      • Want to work with as a strategic partner
      • Want to decrease contact
      • Want to eliminate altogether
    • Top Experience ( TE )
    • Many Accomplishments ( MA )
    • Represent Many Other Networks( MN )
    • A Star in Their Discipline/Among Their Peers ( ST )
    • Noted Author, Presenter, Speaker etc. ( APS )
    Copyright, Interpret-her 3/27/08 My Network Rankings
  • Copyright, Interpret-her 3/27/08 Whose Missing
    • Media (news, TV, radio, trade)
    • Industry Analysts/Evaluators
    • Top thought leaders in your
    • industry (local, regional, national)
    • Strategic partners
    • Key trade show promoters
    • Key customers
    • Key employees
    • Others?
  • My Network IQ
  • Copyright, Interpret-her 3/27/08 My Credibility Builders – Offline & Online My Moment of Truth Speaking Writing Associations Social Clubs Others
  • Copyright, Interpret-her 3/27/08 What Do I Have to Offer? Answer the Following When people think of me, what comes to their mind? (interests, strengths) What positive qualities do you have? Do your contacts know this about you?
  • Copyright, Interpret-her 3/27/08 My Network IQ Audit Network Scope (NS) Network Activity Level (NAL) Network Diversity Level (NDL) Network Quality Level (NQL) Network Courtesy Level (NCL) Internet Leveraging Level (NLL)
  • My Needs…NOW
  • Copyright, Interpret-her 3/27/08 Identify My Influencer Groups & Prioritize More Influential Less Influential NEED Influencer #1 Influencer #2 Influencer #3 Influencer #4 Influencer #5 Money Employees Publicity Sales Raw Materials Approvals
  • My Integrated Influential Network
  • Integrated Influential Network Example Copyright, Interpret-her 3/27/08 An Influencer Network
    • The Need
    • Product Development
    • Product Testing
    • Product Sales
    Patient Families Caregivers Patients Engineers (internal & external) Physical Therapists Doctors
  • Strategies to Get Your Network Started
    • Each person pick 1 need
    • Each person pick 1 or
    • 2 Influential segments
    • In a 2 person team,
    • work to identify several
    • strategies to get your
    • network started
    • Present recommendations
  • Strategies to Nurture Your Network
    • Each person pick 1 need
    • Each person pick 1 or
    • 2 Influential segments
    • Assume you have your
    • network up and running
    • In a 2 person team,
    • work to identify several
    • strategies to keep your
    • network active
    • Present recommendations
  • Getting Ready For My Network
  • A Few Last Things…
    • Data Storage
      • Outlook
      • Contact Datebase (ACT, Goldmine…)
      • Sales Force Automation System
      • Excel Spread Sheet
      • Google Applications
    • Reminders/Helpers
      • Online reminders
      • Rolodex
      • Business cards
      • Daytimers/address books
    • Electronic Facilitators
      • Email
      • SKYPE
      • Web site
      • Personal blog
      • Time management
    • Research
      • Speaking & presenting opportunities research
      • Writing opportunities
      • Industry knowledge
    Copyright, Interpret-her 3/27/08 Tools & Processes
  • Copyright, Interpret-her 3/27/08 Summary
    • Building an Influencer network is a strategic process ,
    • without pre-planning it is a waste of time, resources and
    • most importantly – of key influential contacts!
    • It all starts with you , it takes time, effort and consistency
    • Start with your current network before building anew
    • Decide who needs to be Upgraded or Downgraded in
    • your network and DO IT!
    • Identify your NOW needs and prioritize them
    • Based on #5, Build-to-Fill
    • Don’t confuse networking with direct selling
    • Don’t’ abuse the relationship – it must be MUTUALLY
    • beneficial – Give First THEN Take
    • Don’t spread yourself too thin – quality versus quantity
    • When you have gotten the ‘help’ you need, don’t ignore
    • your Influencer
    • 10. This is not a “Me” equation, it is an “Us” equation!
  • For Internal Use Only Questions? [email_address] www.interpret-her.com