This document discusses the history and evolution of influencer marketing in search engine optimization and public relations. It covers early theories of communication and influence from the 1940s through the 2000s, the debate around defining and measuring influence on social media, and the importance of understanding both individuals and their networks of relationships to identify effective influencers for marketing campaigns. The key takeaway is that influencer marketing relies on analyzing both individuals and the complex networks of relationships between them.

1. eschermanescherman
PR. Analytics. SEO.PR. Analytics. SEO.
Influencer marketing in search and PR

2. Andrew Bruce Smith
Managing Director
Escherman
MCIPRTwitter: andismit
Search for: Andrew Bruce Smith

3. • Katz & Lazarsfeld (1940s)
• Two step theory of communication
• Malcolm Gladwell – The Tipping Point
(2000)
• “The Law Of The Few”
• Keller & Berry – The Influentials - 2003
A brief history of influence

4. • Duncan Watts – 2003
• Milgram’s Six Degrees of Separation
experiment revisited
The opposite view

5. • Can influence be reduced to a number?
• Has social media democratized influence?
The Cult Of The Influencer

10. A new view of influence
“Whether influential people can exercise influence at all
may depend entirely on the precise structure of
the network in which they find themselves,
something over which they have limited control.
As we have seen, some networks permit
wide-reaching cascades and others do not.”
Christakis and Fowler: Connected (2010)

11. • Will rely upon understanding both
individuals and networks of relationships –
both for search and PR
Influencer Marketing

12. MajesticSEO: understand the value of the link graph

13. Traackr: reach, resonance, relevancy

14. Search and PR converging
Ability to understand the value of relationships
will be key

15. http://amzn.to/Po0EWa