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).

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?

14. Influencers:
convenient
fantasy for
marketers?
Image (cc) goincase

15. It would be
understandable
faced with the
complex reality.

16. Suddenly we
can “see”
influence

17. It gives us an illusion of
control, or potential
control

18. But the reality is
always more
complex

19. Duncan
Watts talks
about
“accidental
influencers”
http://bit.ly/VgnzR

20. Eric Sun
tested it out
with
262,985
fan pages
in Facebook
http://bit.ly/2u88xd

21. Of 70,000+ fans...
Image (cc) jamescridland

22. ...70% were already
in the same cluster
Image (cc) dominik99

23. ...15% were “start
points”

24. Who are
influencers is
often
obvious after
the fact

25. So there aren’t any
influencers?

26. Weeeeeeeeell...
Image (cc) jacreative

27. Some people patently
do have influence.
26

28. But they are hard to
reach.

29. ...stuff spreads
because there is a
latent need in a
network cluster

30. But where it fits in is
complex

31. loose connections
are valuable

32. You make your own
luck in networks

33. It takes a...

34. (& a framework)

35. 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

36. Begin with
principles

37. Understand your
networks

38. Be live in your
networks
Image (cc) zeno77

39. Be useful
Image (cc) nnova

40. Platforms

41. Processes

42. Listening

43. Viral links

44. Viral links
75%

45. HYPERMILING
Creative

46. Curation

47. Outreach

48. Community management

49. Moderation

50. Optimisation

51. Combination
of attention
marketing
and
traditional PR

52. When everyone is
part of the medium
everyone is a
potential influencer

53. You make your own
luck in networks

54. Try to
be
(happy)
accident
prone

55. : : BONUS LINK : :
http://bit.ly/18aKu3

56. icrossing.co.uk/ebooks
(CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details

57. 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
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