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How to Find and Court


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A new class of online influencers is using blogs, video, social networks and other services to talk about products and companies. Finding and engaging with these people can be a daunting task. Google searches will only get you so far. In addition to blogs, new influencers use photo- and video-sharing sites, Twitter and other channels that don't show up in typical Google searches to spread their messages. This session shows how you can penetrate the invisible Web with a handful of tools and tactics to quickly find sources of influence in your world. We then offer advice on how to engage these opinion leaders as sources of advice, promotion and street-level marketing.

Published in: Business
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How to Find and Court

  1. 1. How to Find and Court the New Online Influencers Paul Gillin National Cooperative Business Association May 14, 2009
  2. 2. Traditional communications
  3. 3. New reality
  4. 4. The Many Arms of Social Media From Robert Scoble Courtesy RightNow Technologies
  5. 5. New Media Rules <ul><li>New voices are gaining influence </li></ul><ul><li>Businesses are becoming publishers </li></ul><ul><li>You can now control the message </li></ul><ul><li>Use all means at your disposal </li></ul><ul><li>It’s cheap if you know the tricks </li></ul>
  6. 6. Information Democratization
  7. 7. How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
  8. 8. Whom Do Consumers Trust? Percent who trust each source Source: Nielsen, Oct., 2007
  9. 9. Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
  10. 10. Self-Appointed Celebrities
  11. 11. Niche Market Magic
  12. 12. <ul><li>Niche markets are: </li></ul><ul><li>Knowledgeable </li></ul><ul><li>Engaged </li></ul><ul><li>Responsive </li></ul><ul><li>Helpful </li></ul><ul><li>Spenders </li></ul>
  13. 13. Key Points <ul><li>Customers have the power to share and recommend </li></ul><ul><li>Brand value is secondary to engagement </li></ul><ul><li>Share & comment </li></ul><ul><li>Monitor multiple channels </li></ul><ul><li>Co-opt enthusiasts </li></ul>
  14. 14. Go Where Customers Are
  15. 15. Listen
  16. 16. Measure Popularity The Technorati profile indicates popularity… And the magic Google “link:” command confirms it.
  17. 17. Use Human-Powered Search
  18. 18. Engage Influencers Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 InformationWeek citations: 72 Newsletter subscribers: 130,000
  19. 19. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
  20. 20. Tap Customer Innovation
  21. 21. Grassroots Promotion
  22. 22. Product Development
  23. 23. Community as Content By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone Personal finance Travel planning Local services Language education Travel planning How-to video
  24. 24. Secrets of Engagement <ul><li>Embrace the power of micro community </li></ul><ul><li>Speak to people as people </li></ul><ul><li>Enable sharing and linking </li></ul><ul><li>Filter and aggregate for insight </li></ul><ul><li>Make it a club </li></ul><ul><li>Show that you care </li></ul><ul><li>Never edit or censor </li></ul>
  25. 25. Success Takes Time <ul><li>Daily visits 3X to 4X week 14 average </li></ul><ul><li>Consider spinoffs </li></ul>53+ <ul><li>Make top 10 results for targeted queries </li></ul><ul><li>Traffic becomes self-sustaining </li></ul>40-52 <ul><li>Gain search traction </li></ul><ul><li>Generate inbound links </li></ul>14-39 <ul><li>Build awareness </li></ul><ul><li>Show steady growth </li></ul>1-13 Goal Week
  26. 26. Thank you! Paul Gillin 508-202-9807 [email_address] Twitter: pgillin Available on Amazon or from Available on Amazon or from