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How to Be Lucky (Influencing the Influencers presentation from NMALive Sep 09)

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How to Be Lucky (Influencing the Influencers presentation from NMALive Sep 09)

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Gave this presentation at NMA Live's Online PR and Reputation event. The deck begins with a call for brands to "emancipate themselves from advertising", and look at influence in online networks as something that demands a different approach. The "How to Be Lucky" theme is about how brands need to create the conditions where they can be lucky, but they can never control or predict outcomes, as they are operating in complex adaptive systems (online, human networks).

Gave this presentation at NMA Live's Online PR and Reputation event. The deck begins with a call for brands to "emancipate themselves from advertising", and look at influence in online networks as something that demands a different approach. The "How to Be Lucky" theme is about how brands need to create the conditions where they can be lucky, but they can never control or predict outcomes, as they are operating in complex adaptive systems (online, human networks).

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How to Be Lucky (Influencing the Influencers presentation from NMALive Sep 09)

  1. Influencing the influencers NMA LIVE 04.09.09
  2. y! Influencing lu ck the be to influencers H ow NMA LIVE 04.09.09
  3. The greatest brand in the world?
  4. The greatest TV show in the world.
  5. “Only when television managed to emancipate itself from the economic construct of advertising was there a real emancipation of story. “American TV was about the interruption every 13 minutes... that was the point of the show. Not the shit they put around the ads.” David Simon
  6. Brands need to do the same.
  7. (This of course is, er, an advert for The Wire)
  8. In networks, PR has to become user- centred marketing
  9. Or it can be more spam. Image (cc) freezelight
  10. Before we ask who...
  11. What are influencers?
  12. Influencers: convenient fantasy for marketers? Image (cc) goincase
  13. It would be understandable faced with the complex reality.
  14. Suddenly we can “see” influence
  15. It gives us an illusion of control, or potential control
  16. But the reality is always more complex
  17. Duncan Watts talks about “accidental influencers” http://bit.ly/VgnzR
  18. Eric Sun tested it out with 262,985 fan pages in Facebook http://bit.ly/2u88xd
  19. Of 70,000+ fans... Image (cc) jamescridland
  20. ...70% were already in the same cluster Image (cc) dominik99
  21. ...15% were “start points”
  22. Who are influencers is often obvious after the fact
  23. So there aren’t any influencers?
  24. Weeeeeeeeell... Image (cc) jacreative
  25. Some people patently do have influence. 26
  26. But they are hard to reach.
  27. ...stuff spreads because there is a latent need in a network cluster
  28. But where it fits in is complex
  29. loose connections are valuable
  30. You make your own luck in networks
  31. It takes a...
  32. (& a framework)
  33. Understand Principles Be useful Be live YouTube Sociallucky! How to b e Twitter Spaces Platforms Social Space Flickr Framework Delicious Facebook Networks Active listening Assets Research & Listen Measure Plan/iterate Optimise assets Editorial On-site UGC Processes Creative Widgets / tools Aggregation Outreach Moderation Curation Connecting APIs
  34. Begin with principles
  35. Understand your networks
  36. Be live in your networks Image (cc) zeno77
  37. Be useful Image (cc) nnova
  38. Platforms
  39. Processes
  40. Listening
  41. Viral links
  42. Viral links 75%
  43. HYPERMILING Creative
  44. Curation
  45. Outreach
  46. Community management
  47. Moderation
  48. Optimisation
  49. Combination of attention marketing and traditional PR
  50. When everyone is part of the medium everyone is a potential influencer
  51. You make your own luck in networks
  52. Try to be (happy) accident prone
  53. : : BONUS LINK : : http://bit.ly/18aKu3
  54. icrossing.co.uk/ebooks (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  55. Thank you Tel: +44 1273 827 721 Email: antony.mayfield@icrossing.co.uk Sites: www.icrossing.co.uk Blogs: connect.icrossing.co.uk www.antonymayfield.com Twitter: @amayfield 47 55

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