The Art Of Influence, Online
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A presentation given on Nov 30 2010 at Social Media Results: PR and comms conference in London. http://www.prsocialmediaconference.com/ Session Title: Mastering The Art Of Listening To Influencers & Knowing When Not To Engage, When To Step In & How Best To Reach Out When You Do Who are the most influential people online, and how do you find them? What do successful engagement strategies look like? When should you step in to conversations, and what tone should you use? When should you step back? Focuses on a few examples from the BBC.
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The Art Of Influence, Online
- 1. THE ART OF INFLUENCE, ONLINE Leadership Conference 2010 Social Media Results: PR & Comms 30 November 2010 SOPHIE BRENDEL, HEAD OF DIGITAL ENGAGEMENT, BBC @sophiebr
- 2. Am I an influencer?
- 3. • A new type of influencer is emerging online. • Influence is not just popularity. • It’s about credibility, expertise & relationships. There are 3 main points this presentation will make:
- 4. Everyone is talking about social media
- 5. THE WAY AND SPEED WITH WHICH PEOPLE DISCOVER, PROCESS, SHARE & DISCUSS INFORMATION HAS CHANGED DRAMATICALLY. AND IS CHANGING WHAT MAKES SOMEONE INFLUENTIAL… So let’s start with the context
- 6. It’s important to understand how online communities work… Key influencers
- 7. (let’s look at Twitter as an example)
- 8. …and that POPULARITY is not the same as INFLUENCE
- 9. TRUST EXPERTISE REACH IMPACT So what makes someone influential, online?
- 10. The nature of influence is changing
- 11. And when an issue arises, is important to engage online. There are pitfalls if you don’t…
- 12. How do I identify & find online influencers?
- 13. Targeting online influencers for the BBC iPlayer launch was critical to the campaign Trended 4th- globally
- 14. Now let’s look at the rules of engagement.
- 15. Strictly is an example of putting influencer engagement into practise – with great results
- 16. As conversations develop, when should you step in, online? Responding quickly when things are incorrect or untrue is important When Strictly’s Len Goodman was misquoted online, swift action corrected the story
- 17. As is responding in the right tone “Good apology. Frank, honest, to the point.”
- 18. Sometimes you should see how conversations play out first, choosing your moment to respond
- 19. And other times you should step back completely @lezahtherock: Happy birthday Doctor Who! Best show ever. I'm #ProudoftheBBC. @Iva_LJSH @bbctms yet another reason I'm #ProudOfTheBBC that's #WorthTheLicenseFeeAlone!!! @shin1982: @jakehumphreyf1 you've done a great job such a shame the season had to end it's been awesome, a real nail biting finish! #proudofthebbc
- 20. 1. A new type of influencer is emerging online. 2. Influence is not just popularity. 3. It’s about credibility, expertise & relationships, and knowing when to engage and respond. So to recap the key points:
- 21. Leadership Conference 2010 Social Media Results: PR & Comms 30 November 2010 SOPHIE BRENDEL, HEAD OF DIGITAL ENGAGEMENT, BBC @sophiebr Thanks for listening. THE ART OF INFLUENCE, ONLINE
Editor's Notes
- We have all seen individuals on Twitter, or certain blogs and sites, where a review, comment, criticism or praise have real impact on their networks and communities – others share, echo, adapt or comment – and the word will spread. BUT Popularity online is not the same thing as influence – even though they are interrelated. Let’s look at the concept of influence. Very simply put, influence is a person (or site/ blog etc) impacting another person and what they think and share online. And is most often evaluated as the ability to motivate followers to action. Person A = more popular but friends have less influence – story can die with person A. Example – a celebrity who tweets often, with mixed levels of quality. Person B = person B more influence – story could go viral with person B. There are more amplifiers in this network. The Guardian’s Alan Rusbridger wrote an excellent piece 10 days ago on why Twitter is such an effective and important tool for media organizations. In it, he touches on the nature of Twitter- and social media- as an excellent marketing and communication device: I only have 18,500 followers. But if I get re-tweeted by one of our columnists, Charlie Brooker, I instantly reach a further 200,000. If Guardian Technology pick it up it goes to an audience of 1.6m. If Stephen Fry notices it, it's global.” So when influencers talk, others will listen. They are thought leaders and connectors, respected or liked by others in the same community.
- Metro eventually changed the story, and there was no more pickup. Our response killed the story.