This document discusses how influence only works within specific contexts. It argues that influence is defined by people with expertise in a particular topic, not just popularity. The document illustrates this with Venn diagrams showing little overlap between influencers across related topics like luxury cars, car design, technology in cars, and hybrid cars. It advises defining your specific context first to identify the influencers that will be most relevant.

1. INFLUENCE ONLY WORKS
IN CONTEXT
Nicolas Chabot
VP Europe @TRAACKR
#SMM12 @TRAACKR @nicochabs

2. WHO IS LEADING THIS
CONVERSATION?
#SMM12 @TRAACKR @nicochabs

3. MISTAKE: FOLLOW THE MOST
POPULAR VOICE
100
10
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4. INFLUENCE ≠ POPULARITY
INFLUENCE = PEOPLE IN CONTEXT
Hybrid cars
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5. INFLUENCE ≠ POPULARITY
INFLUENCE = PEOPLE IN CONTEXT
Hybrid cars
Hybrid cars Hybrid cars
Hybrid cars Hybrid cars Hybrid cars
Hybrid cars Hybrid cars Hybrid cars
Hybrid cars
#SMM12 @TRAACKR @nicochabs

6. CONVERSATIONS ARE DRIVEN BY
SPECIFIC PEOPLE WITH EXPERTISE
Illustration with top influencers in 4 related searches in cars
TECHNOLOGY IN
LUXURY CARS
CARS
CAR DESIGN HYBRID CARS
#SMM12 @TRAACKR @nicochabs

7. CONVERSATIONS ARE DRIVEN BY
SPECIFIC PEOPLE WITH EXPERTISE
Only 8% of identified influencers common to the 4 topics
13%
TECHNOLOGY
LUXURY CARS IN CARS
21% 8% 13%
HYBRID CARS
CAR DESIGN
15%
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8. Q:WHO IS THE MOST INFLUENCIAL DIGITAL
COMMUNICATIONS PRO IN THE UK?
DIGITAL MARKETING
SOCIAL MEDIA
DIGITAL PR
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9. A: THERE ARE SUBJECT MATTER
EXPERTS…
DIGITAL MARKETING
SOCIAL MEDIA
DIGITAL PR
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10. ….AND CROSS POLLINATORS
DIGITAL MARKETING
SOCIAL MEDIA
DIGITAL PR
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11. TO FIND YOUR INFLUENCERS, FIRST
DEFINE YOUR CONTEXT AND THE
REST WILL FOLLOW
Nicolas Chabot
VP Europe @TRAACKR
#SMM12 @TRAACKR @nicochabs