Influencing the Influencers
A MassTLC Social Media Cluster Presentation
Alan Belniak / @abelniak
January 31, 2012
An age-old issue with a shiny new name
We make stuff. People buy stuff.
People are skeptical of us talking about
our stuff. People believe other people
when they talk about our stuff.
“Well, woopty-doo. What does
it all mean, Basil?!”
It means that we need to
be friends with ‘the other people’.
What is “Influencer Management”?
image source: http://www.youtube.com/watch?v=QRt2_OLY3Ho
30 years ago, the main groups of people that
published opinions (and influenced) were
analysts and major media publications.
Now, anyone can publish.
The number of ‘other people’
just grew exponentially. And the
ways for them to share content
grew. And the ways to find them
and their content grew as well.
Why Is This a Big Deal Now?
The way we view it…
image source: http://www.socialmediatoday.com/SMC/106502
Publication Proliferation = Stratified Credibility
How is PTC Responding to This Shift?
The PTC Story is Evolving
Product-centric solutions-oriented storytelling
A challenge for new markets (lack of ‘legacy
The good news: elevate our stature with the
influencer community and focus on
Hurdle 1: need to clearly articulate the challenges
our customers face and how to resolve them
without talking about product features
Hurdle 2: ‘product news’ garners more clicks
Hurdle 3: bring influencers who know us along for
the journey, while introducing ourselves to
a whole new cast of characters
image source: www.nileseldredge.com/companion.htm
List of Tier 1 influencers and publications, per geography
– shared among all PR/corporate communications staff
Traackr-collected list of influencers, based on key words
PR/Corporate Communications review every quarter, including agency
– review coverage (location, person, volume, sentiment)
– review potential new additions to Tier 1 list
– review potential removal from Tier 1 list
Review internal press release pipeline
– match stories up against influencer interest/publication beat
– as appropriate, reach out
Engage with these influencers
– social media has made people more findable and more reachable than ever before
Use clipping service and social media monitoring to track coverage
So, How Do We Do This at PTC?
Speed affects the ability to influence an editor or author
Social media has changed that speed
Use tools to get to a point to establish and maintain a relationship
Use these tools as another way to engage in an ongoing dialogue
We need to use social channels as one of many tools to keep an edge