The Commoner’s Guide to Using Social Influence

By Neicole Crepeau, Contributing {grow} Columnist

Love it or hate it, the topic of “who is an influencer” is hot, right now.  There are plenty of tools like Klout and PeerIndex to drive you crazy on this subject, but here is an important thought. How can we use this information to help our businessess?

The idea behind being an “influencer” is that you are at the top of the “Word of Mouth” foodchain. This is important because Word of Mouth can be the most powerful, inexpensive and effective promotion you will ever receive. The big brands are spending mega-bucks on this stuff. What about you and me? The little guys? How do you apply this idea to OUR world and get a piece of the action?  How do you even decide which of these influencers is most valuable to your particular business?

Here’s a framework I developed to help you determine which influencers to target for your commercial activities:

Influencer Categories and Activities

We need a way to categorize influencers. Here’s one take on it:

  • Opinion shaper—Influential in an area because of expertise, and therefore tends to shape people’s opinions with reviews, posts, comments. Think Walt Mossberg
  • Amplifier—Shares information or ideas widely, has broad reach.  Think Guy Kawasaki.
  • Thought leader—Develops new ideas and concepts that are widely recognized and well-regarded. Think Jeremiah Owyang.
  • Conversationalist—Interacts with large numbers of people in one-on-one or small-group conversations, perhaps through a blog or a social network. Think Gini Dietrich.

There could be additional categories. And I’m not saying this is THE categorization for influencers. It’s a proposal. Something to think about.

Next, we need to consider the activities that these influencers participate in. “Influencer” has become synonymous with blogger and social networking. People can be influential through other activities, as well. Here’s a list of the activities I thought of:

  • Creates content—Creates a lot of original text, video, podcasts or other content.
  • Speaker—Attends events and speaks at them.
  • Social networker—Participates regularly and very actively in online communities.
  • Consultant—Consults with businesses and makes recommendations.

Again, there may be others.

Create Profiles for Each Influencer

Now, create a profile for each influencer. Your profile lists the categories the influencer falls into, and the activities the influencer participates in, within each category. Also, do some research to identify the venues for each activity. For example, if the influencer is an Amplifier through Social networking activities, which social networks is he or she active in? Include information about each influencer’s reach, too. Your influencer profile might something like this (Kay is not a real person):

Kay Alexander

Type:

  • Opinion shaper
  • Amplifier

Activities:

  • Content creator
    • Blog (audience: 5,000/month)
    • Books (average sales: 20,000 per year)
  • Speaker
    • Social media conferences (40/year)
    • Content marketing conferences (10/year)
  • Consultant
    • Large organization (Fortune 1000 and up) in B2B (Number of clients: unknown)
  • Social networker
    • Facebook (12,000 fans)
    • Twitter (30,000 fans)

Once you have the profiles, you can start to filter down your list of influencer.

Determine the Types of Influencers that are Most Valuable

Based on your social media goals, you should have a good idea of which influencers are going to be most valuable to you.  For example, if you’re looking for brand awareness, then content sharing and brand mentions might be particularly valuable to you. In that case, you’re probably most interested in the influencer categories of Amplifier, and maybe Conversationalist. If you’re especially interested in brand reputation, then you are probably most interested in Opinion Shapers.

Brand awareness = Amplifier, Conversationalist

Brand reputation=Opinion shaper, Conversationalist, Thought leader

Word of mouth= Amplifier, Opinion shaper, Conversationalist

Website traffic= Amplifier, Opinion shaper, Thought leader

Compare the profiles with your audience analysis

I’m assuming that you’ve done an audience analysis to determine things like where your audience lives online (in what social networks and communities), what kinds of content they consume (videos, podcasts, blogs, etc.), demographic data, and so on.

Now, you should have a shorter list of potential influencers. So, compare the profiles with your audience data. If your audience isn’t on Twitter, you don’t need influencer’s whose primary activity is social networking on Twitter. If your audience doesn’t like videos, Opinion Shapers who primarily distribute content through video move down on your priority list.

By the time you finish this process, you’ll have a good list of influencers to target. You should be pretty confident that these influencers are worth building a relationship with. Now, you just have to figure how to build that relationship!

Here are some resources to help you:

Stop the PR Madness By Ardath Albee

The Art and Science of Blogger Relations – Updated eBook by Brian Solis

Six Steps to Better Blogger Relations By Jen Zingsheim

 

Neicole Crepeau is a partner in Coherent Interactive, which specializes in web, mobile, and social media design and implementation for small and mid-size businesses. You can read more of her original material at her blog, Coherent Social Media or onTwitter where she is @neicolec.


Five ways to stay ahead of the digital arms race

The other day I was talking to my favorite web developer Holly and encouraged her to begin moving her company toward mobile optimization and complementary apps. “I know we have to move forward,” she said, “But responding to this constant change is scary.”

Very true.  It’s also inhuman.

Homo sapiens were just not built for constant and rapid change.  We yearn for stability … literally homeostasis. For the first 99% of our human history, there were just three basic rules for life:

1) Make babies

2) Plant crops

3) Try not to die before accomplishing 1) and 2)

Downloading the latest productivity app was not on the agenda, although a game called “Angry Barbarians” probably would have been a big hit.

When President Thomas Jefferson had a chance to purchase the immense Louisiana Territory from France in 1803 for $15 million, most of the population thought it was folly. Didn’t this madman know that you could not possibly manage a country that is larger than a two-day horse ride from its center? (And that is why European countries are the size they are).

The point is, not only are we not built for change, even the IDEA of technological change was foreign to our ancestors.  The people of Jefferson’s day were carrying on the life humans had always known.  They could not even imagine a steam engine, a car, or something as mind-numbing as search engine optimization.

Of course, as digital marketers, we have squarely put ourselves in a position of mandatory and constant adaptation … or irrelevance. The owner of a Buffalo ad agency asked me last week, “What do we do?  Simply fire the people who aren’t keeping up?”

In a word, yes.

It used to be, that to work effectively in marketing you had to either be a) a great strategic thinker; b) somebody who could execute a strategy creatively, or c) a relative of the boss.

These days, there is another critical element for all marketers: the ability to assess technological change quickly and apply it to the workplace effectively. As a strategic marketer, you can’t even ask the right questions if you’re not immersed in the change all around you. As a creative talent, you are sub-optimizing your work if you don’t know all the possibilities. And as a relative of the boss … well, I suppose you’ll always have a job and so you’re probably not even reading this blog.

But here’s the real challenge.  If you think it’s hard to keep up now, you ain’t seen nothing yet. We are in a breath-taking digital arms race and it is accelerating.

As I said, we’re simply not built to handle this stress so we better surround ourselves with some coping mechanisms. Here are some that work for me:

  1. Use downtime wisely – Here’s to smartphones and unlimited data plans (clink).
  2. Don’t make professional development an after-thought. If you believe my hypothesis about the mandate to keep up with change — and I know you do — then this must be a central part of our daily routine. Are you scheduling time to learn?
  3. Cultivate a learning ecosystem – One of my best friends is a guy named Jeremy Floyd. Jeremy is both left-brained and right-brained, which means he can think circles around me. I have lunch with Jeremy at least once a month just so I can sit at his feet and learn. He is part of my learning ecosystem. Meet regularly with people who will push you in new directions.
  4. Choose your battles — Here is a truth that may be difficult to accept. You and I cannot keep with everything. We’re going to have to specialize our expertise and surround ourselves with a network who can fill in the gaps in other areas.
  5. Prioritize blog reading — Blogs can be a rich source of ideas and insights but they are usually the first thing to be cut when the going gets tough.  Streamline your blog reader and force yourself to read the essential blogs. I’m always glad I did, even when I’m busy. Blogs are typically written by exactly the kind of people you need to be networking with and learning from. Think about it this way. Being a frequent blog reader may be one of your most important competitive advantages!

Enough from me. What works for you? How are you treading water in the tsunamai of technological change? How is it affecting your effectiveness as a marketing professional? Are you being forced to specialize yet?

It’s the drugs talking.

This is Day Four of my bout with strept throat.  I am taking strong antibiotics, anti-inflammatory drugs, decongestants, and whiskey but recovery is freaking slow. I feel like I have two flaming golf balls in my throat.

I am a reclusive monk when I’m sick.  Not a bad habit, actually.

That was a joke. Monk. Habit.  Oh forget it.  From my bleary-eyed perspective it was funny.

I have only recently come to terms with being a “blogger.” While I undoubtedly “blog” I have always considered myself a writer.  But I’ve kind of given up. OK. I’m a blogger.

Since I started blogging, I have pretty much cut back on most other forms of entertainment. TV – no.  Books – much less. Magazines - maybe in an airplane.

I also used to love to work on my geneaology. But the last thing I want to do now to relax is spend more time on a computer.

I actually have a fascinating family history. My grandmother’s family was among the orginal Dutch settlers in what is now New York.  One relative was named Storm because he was born during a ferocious storm at sea. Another relative was nicknamed The Indian Slayer because he killed 99 Indians to avenge an ambush that wiped out his family. Not sure how I feel about that. I wasn’t there.

I also had a line of vaudeville performers in the family. One danced on roller skates. One charmed snakes. That’s kind of like being working in sales, right?  Shirley Temple was one of my direct relatives.

My vaudeville heritage still manifests itself in me in many ways. Ok, here is something you didn’t know about me. I was a carney. A carnival worker.

There is this huge amusement park in Ohio called Cedar Point. I worked there two summers and my first summer I was a weight guesser. Damn good one too. If you do anything 10 hours a day, six days a week you get good at it. It’s that Malcom Gladwell “Blink” sort of thing.

Here is the greatest achievement of my life. One time I guessed a woman’s weight, age, birth month, home town and name. You might ask how? Or perhaps you’ve stopped reading by now. Like me.

Any way, I called upon my finely-honed spidey senses to easily guess her weight, age and birth month but she still wanted that Cedar Point coffee mug. So I said, OK, I’ll guess your hometown.  “My hometawn!” she said … with an obvious Pittsburgh accent and indeed … that was her home town.

But wait, I said. I’ll guess your name. By now I had a crowd of more than 200 people watching this performance,  She handed over another dollar. Well back in the early 1980s there was a fashion trend where you had a little initial in the bottom-right corner of your over-sized eyeglasses. She had a “B.”  It is a little-known fact that every middle-aged woman from Pittsburgh in that era was named Mary, Betty or Viola. So Betty I guessed … and Betty it was. The crowd went wild.

A weight guessing legend was born that day.

Any way, I find it interesting to learn about your roots. My grandfather, a plumber, could never understand why I liked family history. “Why study dead people? Look to the future.”

My grandfather was awesome.  So was his brother, Leo who was my hero. Never finished high school. Worked with Einstein. Has a comet named after him too.

What will be named after me?  The Mark Schaefer Home for Wayward Bloggers. Or writers as the case may be. Maybe they’ll name that weight-guessing stand after me in Ohio. Hell, that story deserves a plaque of some kind!

OK, I am starting to fade. Now comes the big decision, do I push “publish” on this post?  Nawwwww ……