The Influencers

Editor's Notes

• #7: riday, November 16, 2007 Influencers roles: When and how do influencers influence? If you know anything about influencers you’ll know that they are a mixed bag. This of course means that they come from different disciplines and professions, since diversity is at the heart of a functional influencer ecosystem. This diversity also extends to how and when influencers exert their influence. In researching the book , I charted a typical decision making process (because what we’re all trying to do is influence decisions) and then mapped out a range of influencer roles across this process. The result is this: There’s a lot in this picture, but let me explain the various roles that influencers might play: Idea planters are the thinkers in your industry. These people ask “what if?” They are the sources of uncertainty. Authors and thinkers like Seth Godin, Tom Peters, Trevor Bayliss, and Nicholas Negroponte are all idea planters. Predictors tell us what (they believe) will be adopted soon. They ask “what next?” Much of this kind of influence comes from the supplier community, which is essentially telling us what’s next in their product pipeline. But this market priming is held in check by third parties such as analysts, financiers and other commentators such as bloggers and management gurus. Trend setters are the early adopters. They set themselves as reference points and create the direction for the rest of the market. They are important because they not only validate the market but also communicate success to the market. They are influential due to their early adoption, and the fact that they spread the news of their success. Proclaimers : Some influencers just stand up and proclaim that the world will be how they want it to be. They mandate (as far as they can) the what and how. Proclaimers most often work for government agencies and departments, regulators and legislators, or standards bodies, but may also include buyer groups or co-operatives, and industry commentators. Aggregators/communicators : One of the most important roles an influencer can play is that of information gatherer and disseminators. It’s where the media and analysts get the majority of their influence: their knowledge of the detail of the market allows them power as to who has access to that knowledge. Non-media aggregators/communicators might include events, industry commentators, buyer groups, government agencies, industry bodies and industry analysts. Scopers : At some point a definition of the decision to be taken has to be made. That’s the role of scopers, to map out the limitations, parameters and dimensions of the problem and its likely solutions. Scopers tell us “what now.” Recommenders suggest what you should do. They are sometimes, but not often, able to dictate a decision. Most often they will make their professional judgment known, and then leave the final decision up to the ultimate decision-maker. They are therefore usually somewhat passive in their influence, which is advisory in nature. Persuaders tell you what you must do. They are not passive at all, conveying precise direction rather than advice. These are your closers, salesmen in Gladwell’s terms, the people who are able to make or break a decision. Negotiators : Once the supplier is picked the fun begins. How are you going to implement the decision, and how much do you, or should you, pay? Cue the negotiators, who decide how and how much, advising on the financial elements of the deal, as well as the mechanics of how to construct a deal. Validators say “it’s okay,” and are the safety net for a decision-maker. Not the oft-perceived rubber stamp, they give any decision the health check, to make sure the decision-maker has covered all options. They can halt a deal, or send it circling back for additional scoping or negotiating. Some key points: Roles can be played by different influencer types (analysts, journalists, academics, etc). One influencer could play several roles. Not all roles are played in every decision process. The wave and its implications are explored in more detail in the book. We also map out overlap between influencer types (who they are) and influencer roles (what they do). Use the Wave to examine how and when influencers influence. It’s proved useful in our influencer identification and engagement programs.
• #10: Social networks Speaking Presenting Teaching Associations Blogs
• #12: Ho you Are What You Do Your Experrtise Your Experience makes a difference to others – once you understand these things, you will be able to leave the rigth trace behind you -
• #13: Who you Are What You Do Your Experrtise Your Experience makes a difference to others – once you understand these things, you will be able to leave the rigth trace behind you -
• #15: Most people say sales, but do you need sales OR is your training off, your support bad, your product nothing special? If so, these need to be fixed first and you Influencers can help you identify, prioritize, and tell about your improvement Your needs now will be different than your needs in one month 2 months in a year and 5 years from now... So your network will need to change!
• #22: Yesterday the Society for New Media Research Symposium released the findings of a study into the growing influence of social media in PR. Nearly 300 communications professionals took part, and more than half agreed that social media tools are becoming more valuable to their activities as more customers and influencers use them. Other key findings include: 27 per cent of respondents reported that social media is a core element of their communications strategies. 3 per cent stated that social media has little or no value to their communications initiatives. In addition, respondents believe that social media is most effective for companies in the following sectors: arts entertainment and recreation communications computer hardware education These findings echo our experience at Strive PR . We’ve had some excellent results by incorporating  social media into client programmes. It’s all part of the mix. HAT TIP: Emergence Marketing. Initial Findings of New Influencer Study Shared at SNCR Research Symposium December 6, 2007 Listen to this article by Admin As more companies adopt social media, they struggle to find effective metrics for deciding who are the most influential players. This is among the initial findings of the SNCR's latest research study, “New Media, New Influencers and Implications for the PR Profession,” which was presented today at the Society for New Communications Research Symposium in Boston, MA. A survey was developed and targeted to the "power users" of social media. Nearly 300 PR, corporate and marketing communications professionals who are very experienced in social media participated in the survey, which focused on how influence patterns are changing and how communications professionals are addressing those changes. In addition, several case studies have been collected. Fifty-seven percent of respondents said that social media tools are becoming more valuable to their activities as more customers and influencers use them. Twenty-seven percent reported that social media is a core element of their communications strategy. Only three percent stated that social media has little or no value to their communications initiatives. Respondents believe that social media is most effective for the following sectors: arts, entertainment and recreation; communications; computer hardware and education. “Blogs, podcasts, and social networks are changing the way we think about media and influence,” said Jen McClure, executive director of the Society. “We wanted to learn what criteria communications professionals use to define new influencers; how social media is being used to communicate with these influentials; and how to measure the effects of such efforts. The ultimate goal of the study is to offer a set of recommendations to the PR profession.” Respondents reported that the most effective tools for their social media initiatives are currently: o Blogs o Online video o Social networks The top three criteria for determining the relevance and potential influence of a blogger or podcaster are: o Quality of content on the blog or podcast o Relevance of content to the company or brand o Search engine rankings Surprising to the researchers was the fact that criteria that measured online engagement for blogs and podcasts were among the least important to the respondents. However, for online communities and social networks, the top three criteria for evaluating influence do reflect the importance of online engagement: o Participation level o Frequency of posting by the community member o Name recognition of the individual Fifty-one percent of respondents are formally measuring the effects of their social media initiatives. The metrics they value most are enhancement of relationships with key audiences, enhancement of reputation, customer awareness of program and comments/posts relevant to organization/products. Close to the bottom of the list was traditional media coverage. Detailed results of the study will be published in the upcoming issue of the Journal of New Communications Research and a full report will be made available via the Society and the Institute for Public Relations in early 2008. Popularity: 11% [ ? ]
• #24: Their buyers – school districts
• #28: A little hatchling of an underground club has formed called "The League of Kickass Business Folk", irrenverence of the title is intended. The group has exploded from a small meeting of 20 in October to close to 150 handpicked and referred members. What is The Leaguie of Kickass Busienss Folk? It's a group of distinguished and senior business people, strategists, marketers, digiterati, media mavens, entrepreneurial rainmakers and PR flacks who get together informally every two months and collaborate, network, exchange ideas and hopefully improve the innovative nature of our practice by making like-minded connections. No scripted agenda or long-winded powerpoint...just a long tail of drinks and noshing, star power networking, connecting with senior peers, mind-expanding conversation, other stuff and in the spirit of 2.0 - the group decides. This upcoming month of March, we are theming it green and bringing in some of the bright stars of Toronto's green business culture to kickstart the night. We'd love this group to grow organically. So if you fit the criteria below and we know you (sorry for being so stringent) or if you are already a member and know of 1-2 of your peers who would like to join - invite them in.
• #29: A little hatchling of an underground club has formed called "The League of Kickass Business Folk", irrenverence of the title is intended. The group has exploded from a small meeting of 20 in October to close to 150 handpicked and referred members. What is The Leaguie of Kickass Busienss Folk? It's a group of distinguished and senior business people, strategists, marketers, digiterati, media mavens, entrepreneurial rainmakers and PR flacks who get together informally every two months and collaborate, network, exchange ideas and hopefully improve the innovative nature of our practice by making like-minded connections. No scripted agenda or long-winded powerpoint...just a long tail of drinks and noshing, star power networking, connecting with senior peers, mind-expanding conversation, other stuff and in the spirit of 2.0 - the group decides. This upcoming month of March, we are theming it green and bringing in some of the bright stars of Toronto's green business culture to kickstart the night. We'd love this group to grow organically. So if you fit the criteria below and we know you (sorry for being so stringent) or if you are already a member and know of 1-2 of your peers who would like to join - invite them in.
• #38: Do this on a spreadsheet As a tree diagram
• #39: Do this on a spreadsheet As a tree diagram
• #43: Take you answer home and ask these same questions about your yourself to your family, friends, peers,