There’s the influencer and the influencee and inbetween is the magical power of influence
Most mediocre presentations then continue with a complex diagram, probably stolen from some big agency, to try and demonstrate how intelligent the speaker is…..so Here it is. Big agency, so must be credible. Using to great words here too…Business, Trust, Listener. Reach….Influence the Influencer….very important….so we’ll leave that in there for reference.
So…..what influenced this chap to wrap rubber bands around his face?
People already have their own intrinsic motivators and rewards they seek. Influencers are external and can take various forms, positive and negative. The external source….to be effective…. Must be deemed credible and relevant to the influencee.
Back to this chap. He looks normal (assumption that we all agree what normal is). Even though the brickwork in the background may not look too dissimilar to a prison cell.Ah….He did a funny!
Would he have done this if the web had not existed? He’s found his community, and is seeking recognition.
And can now receiving admiring glances from other rubber band face enthusiasts….although he does have some work to do to catch some of the other guys.
So, Social networks facilitate this desire to be recognised amongst like minded people, to be seen as an “expert” to have influence….over others…to have powerHi Stephen Fry, I support Norwich City too any chance of an RT?
All giving a score for your or your brand’s ego….in exchange for access to your social connections.
Kred enable wishes and grantsKlout enable brands to offer perks
It’s Lord Sugar of course…but they do share a similar expression.
Yes the most influential person in the world: Klout had to recalibrate itself, 10% of Twitter’s dedicated to Bieber.
Relative to credibility and area of expertise….which is why these tweets grabbed so much attention. Snickers campaign, very clever. Reported to ASA, probably by the agencies that didn’t think of the idea, and was deemed ok. The 5th tweet did include a tag indicating it was a promoted tweet.Allegedly, Roy Hodgson doesn’t like knitting.
Garden paths & Red Herrings. People are influenced by things they trust….it’s not just a high score. Businesses need to really understand their target audience…what they believe in. their shared values, their motivation and their behaviour.
Immediate Reaction…..that’s funny, that’s why my score is low!!Secondary Reaction….so these social media gurus aren’t very busy then?!
Online Influence, at #FoDM econsultancy, by Karl Havard, TBG Digital