RIP: the social media influencer… and welcome the birth of the new influential                              jonny.bentwood...
Say “hi” to a few people… Mr. Popular   Mr. Clever   Mr. Niche
Idea Starter vs. Amplifiers
Idea Starter vs. Amplifiers                   Name                               Influence                   NHS          ...
Idea Starter vs. Amplifiers                   Name                               Influence                   NHS          ...
BlogLevel and TweetLevela GPS for navigating influence•   Free tools to identify and track influential people on any    to...
Used by brands as a social mediaplanning and measurement tool analyse buzz       share of voice       related phrases     ...
Used to identify who is influential onany specific topic First sort by context and   ...then analyze relevant          rel...
Understanding the influentialdetailed analysis of blogger and tweeter
“I’ll be very clear on this.If you want to influenceme, be in a conversationand dialog with me, inperson, online, andwhere...
Fish where the fish are*.                              * Fishermen (and bears)                            have known this ...
BEST PRACTICE APPROACH                                                         ENGAGE                                     ...
RIP: the social media influencer… and welcome the birth of the new influential    Thanks for taking part – any questions? ...
Rip the social media influencer
Rip the social media influencer
Rip the social media influencer
Rip the social media influencer
Rip the social media influencer
Rip the social media influencer
Rip the social media influencer
Rip the social media influencer
Rip the social media influencer
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Rip the social media influencer

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This is the sermon to commiserate the death of the influencer.

This expert who would magically solve problems by regurgitating a tweet or a blog post. This magus who cared little for context, community or conversation but whose narcissism for their own popularity made them believe their power of their own word.

But on this sad day, we welcome a newcomer to our fold. This person, this new influential can finally be identified and engaged with in a way that is appropriate to their behavioural characteristics.

RIP the social media influencer and long live the new influential.

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Rip the social media influencer

  1. 1. RIP: the social media influencer… and welcome the birth of the new influential jonny.bentwood@edelman.com @jonnybentwood
  2. 2. Say “hi” to a few people… Mr. Popular Mr. Clever Mr. Niche
  3. 3. Idea Starter vs. Amplifiers
  4. 4. Idea Starter vs. Amplifiers Name Influence NHS 29.51 WHO 21.51 Department of Health 18.22 The European Union 15.07 FSA 12.44 British Medical Journal 10.65 The Scotish Executive 10.05 BBC 9.77 NICE 9.42 NIH 7.63 The National Obesity Forum 7.30 BHF 7.21 DFES 6.62 Health Protection Agency 6.23 NAO 6.02 OFCOM 5.94 British Medical Association 5.53 Audit Commission 5.42 OFSTED 5.14 Sport England 4.80 Jamie Oliver 4.74 British Nutrition Foundation 4.62 Guardian 4.13 Dept for CMS 4.02 University of Oxford 4.00 The Home Office 3.91 10 Downing Street 3.82 Diabetes UK 3.78 The Food Commission 3.75 International Obesity Task Force 3.71
  5. 5. Idea Starter vs. Amplifiers Name Influence NHS 29.51 WHO 21.51 Department of Health 18.22 The European Union 15.07 FSA 12.44 British Medical Journal 10.65 The Scotish Executive 10.05 BBC 9.77 NICE 9.42 NIH 7.63 The National Obesity Forum 7.30 BHF 7.21 DFES 6.62 Health Protection Agency 6.23 NAO 6.02 OFCOM 5.94 British Medical Association 5.53 Audit Commission 5.42 OFSTED 5.14 Sport England 4.80 Jamie Oliver 4.74 British Nutrition Foundation 4.62 Guardian 4.13 Dept for CMS 4.02 University of Oxford 4.00 The Home Office 3.91 10 Downing Street 3.82 Diabetes UK 3.78 The Food Commission 3.75 International Obesity Task Force 3.71
  6. 6. BlogLevel and TweetLevela GPS for navigating influence• Free tools to identify and track influential people on any topic, any language across the blog and twittersphere
  7. 7. Used by brands as a social mediaplanning and measurement tool analyse buzz share of voice related phrases which web links are shared most
  8. 8. Used to identify who is influential onany specific topic First sort by context and ...then analyze relevant relevance people‟s influence
  9. 9. Understanding the influentialdetailed analysis of blogger and tweeter
  10. 10. “I’ll be very clear on this.If you want to influenceme, be in a conversationand dialog with me, inperson, online, andwherever I go.”– Jeremiah Owyang,Altimeter Group
  11. 11. Fish where the fish are*. * Fishermen (and bears) have known this for years
  12. 12. BEST PRACTICE APPROACH ENGAGE What’s the best method/platform ANALYSE for engagement? What are the insights to LISTEN leverage? What’s already being said, where PLAN and by who?What do I want to achieve? Establish a Establish a Engage with „idea Embrace the presence voice community starters‟
  13. 13. RIP: the social media influencer… and welcome the birth of the new influential Thanks for taking part – any questions? jonny.bentwood@edelman.com @jonnybentwood

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