The document discusses social influence and different types of influencers. It identifies four main types of influencers: passionate publishers, who create "buzz" at scale; everyday advocates, who provide sincere endorsements to existing fans; altruistic activists, who are proactive brand ambassadors and trusted resources; and connected catalysts, who have massive exposure and drive immediate action. It analyzes these influencer types based on the effort, cost, and risk required, as well as the potential reward, and provides recommendations for how brands can work with each type.

1. Put Up or Shut Up:
Beyond Social Influence
Tamsen McMahon
@tamadear
Explore Minneapolis
17 August 2012

2. I want a
guitar.

3. I want that guitar.

4. I play Gibson Les Paul guitar live because it’s
– Graham Coxon, Blur

5. You should get a Les
Paul. That was my first
‘real’ guitar.

6. Here are the four
main reasons for
the Les Paul’s
popularity:
looks,
sound,
playability,
historical value.

7. @EvanKendall21 Hey, what kind of
guitar should I get? Any suggestions??
@RachaelMcConney Les Paul. It’s
the best in the business!

8. Social Influence

10. Everyone’s an
Influencer.

11. Talking

12. Talking DOING

13. Social Influence

14. Two Factors

15. Two Factors
• Reach

16. Two Factors
• Reach
• Probability of

17. Broad
Reaching
Low High
Probability Probabilit
of Action y of
Action
Personal
Connection

18. Broad
Reaching
Connected Catalysts
Low High
Probability Probabilit
of Action y of
Action
Personal
Connection

19. Broad
Reaching
Passionate Publishers Connected Catalysts
Low High
Probability Probabilit
of Action y of
Action
Personal
Connection

20. Broad
Reaching
Passionate Publishers Connected Catalysts
Low High
Probability Probabilit
of Action y of
Action
Everyday Advocates
Personal
Connection

21. Broad
Reaching
Passionate Publishers Connected Catalysts
Low High
Probability Probabilit
of Action y of
Action
Everyday Advocates Altruistic Activators
Personal
Connection

22. Connected Catalysts
• Massive exposure
• Immediate action

23. Passionate Publishers
• “Buzz” at scale
• 3rd-party endorsement

24. Everyday Advocates
• Sincere endorsement
• Existing fans

25. Altruistic Activators
• Proactive
ambassadors
• Trusted resource

26. Listen to conversations,
not (just) mentions.

27. Broad
Reaching
Passionate Publishers Connected Catalysts
Low High
Probability Probabilit
of Action y of
Action
Everyday Advocates Altruistic Activators
Personal
Connection

28. EFFORT
Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators

29. COST
Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators

30. RISK
Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators

31. REWARD
Passionate Publishers Connected Catalysts
Everyday Advocates Altruistic Activators

32. HIGH
EFFORT
HIGH COST
HIGH RISK
Passionate Publishers Connected Catalysts
LOW HIGH
REWARD REWARD
Everyday Advocates Altruistic Activators
LOW RISK
LOW COST
LOW EFFORT

33. HIGH
EFFORT
HIGH COST
HIGH RISK
Passionate Publishers Connected Catalysts
LOW HIGH
REWARD REWARD
Everyday Advocates Altruistic Activators
LOW RISK
LOW COST
LOW EFFORT

35. Prospect

36. Prospect Activator

37. Brand
Prospect Activator

38. Brand
Prospect Activator

39. Brand
?
Prospect Activator

40. Brand
Prospect Activator

41. Brand
Prospect Activator

42. Reward the behaviors
you want to repeat.

43. Altruistic Activators
• Practice social listening to target
• Provide rewards

44. Altruistic Activators
• Practice social listening to target
• Provide rewards
Passionate Publishers
• Identify based on reach &
relevance
• Provide compensation

45. Altruistic Activators
• Practice social listening to target
• Provide rewards
Passionate Publishers
• Identify based on reach &
relevance
• Provide compensation
Everyday Advocates
• Provide great brand
experience
• Provide rewards

46. Altruistic Activators
• Practice social listening to target
• Provide rewards
Passionate Publishers
• Identify based on reach &
relevance
• Provide compensation
Everyday Advocates
• Provide great brand
experience
• Provide rewards
Connected Catalysts
• Identify based on reach &
“buzz”
• Provide compensation

48. Thank you.