influencing the influencers

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THEINFLUENCERS INFLUENCING WHAT’S POSSIBLE. WHAT’S NOT. AND HOW TO GO ABOUT IT.

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My presentation from the Social Media Summit at Marquette University on October 11, 2011.

TRANSCRIPT

Page 1: Influencing the Influencers

THEINFLUENCERS

INFLUENCINGWHAT’S POSSIBLE. WHAT’S NOT. AND HOW TO GO ABOUT IT.

Page 2: Influencing the Influencers

Mike Maney@the_spinmd

hash this talk #smsummit other good stuff at maneydigital.com

Page 3: Influencing the Influencers

I’m thehead of

influencermanagement

at

Page 4: Influencing the Influencers

It’s called “head”because of these guys

Page 5: Influencing the Influencers

NOTBECAUSE

ofTHIS

Page 6: Influencing the Influencers

“Dude, that’s the coolest title ever.”

INFLUENCER MANAGEMENT

Page 7: Influencing the Influencers

How’d you get that gig?

Page 8: Influencing the Influencers

Then this lady called:

Page 9: Influencing the Influencers

Laura:“Alcatel-Lucent wants me to build an API platform and also help drive culture change in the company. What do you think?”

Mike: “I think you should not forget about us little folks when you rule the world.”

Laura: “HR’s calling you tomorrow.”

Mike: “What do I need to know so I don’t screw up the interview?”

Laura: “Haha.”

Mike: “Did I just do the interview?”

Laura: “I need you in Dallas on Wednesday.”

Page 10: Influencing the Influencers

The CEO Mindset

This is what we created. This is how we began shifting the role of PR and marketing.

Page 11: Influencing the Influencers

And that is how the head of influencer management was born.

Page 12: Influencing the Influencers

DEAD.PUBLIC RELATIONS PROMARKETING STRATEGISTANALYST RELATIONS MANAGERSOCIAL MEDIA GURUCREATIVE GENIUSADVERTISING BUY GUY

THE

Page 13: Influencing the Influencers

JUST DYING

OF COURSE NOT.C’mon, Mike. You surely don’t mean dead.

*Little known runner-up to famous “Just Do It” tagline. Fact. Heard it on Facebook.

Page 14: Influencing the Influencers

INFLUENCERLONG LIVE THE

MANAGER

Page 15: Influencing the Influencers
Page 16: Influencing the Influencers

Reporter

Blogger

Politician

Analyst

Competitor

Employee

CONTENT

THIS BEFORE THIS

Page 17: Influencing the Influencers

You can’t influence an influencer unless you are an influencer.

I don’t mean being able to pitch a crappy story and getting a reporter to bite. I’m talking about being a part of

the influencer’s circle...being seen interacting where they interact and

with who they interact with.

STRATEGERY

Page 18: Influencing the Influencers

Be yourself.Don’t take it too seriously.

Stalking is ok.Data is your friend.

(Sounds like a soupy mix of marketing and media relations, doesn’t it?)

APPROACH

Page 19: Influencing the Influencers

Lots of tools...in both senses of the word.Get to know Google.

Train your eyes to make connections.Stop hiding behind your spokespeople.

Study Marshall Kirkpatrick.

Gittin’ ‘Er ‘Dun

Page 20: Influencing the Influencers

2011 Cone Online Influence Trend Tracker

DO WE REALLY NEED MORE STATS TO TELL US

ENGAGEMENTIS IMPORTANT?

Page 21: Influencing the Influencers

BRANDED CONTENT(Why the Arrington/Ariana debate is important)

Challenge: Paid thought leadership without treating it like a paid tool

Benefit: Core of our content strategy. Support and contribute to main channel our customers are.

Takeaway: As Joe Brockmeier says, “Be the media.” “Much more likely to see a blog post by someone IN the community than on PRWeb.

Page 22: Influencing the Influencers

JUST DOING IT

Challenge: No challenge, just something fun to do

Benefit: Client (legitimately) seen as part of core influencer group; raised personal profile among influencers for future

Takeaway: Don’t wait for someone else to write your story. Have some fun.

Page 23: Influencing the Influencers

Challenge: No recognition from core audience. Budget.

Benefit: 1/3rd the cost of going alone. Instant credibility with core audience.

Takeaway: Stop doing the same old stuff.

To their credit, the primary concern of Laura, Mike and the gang over at Alcatel-Lucent from Day 1 of our

discussions has been about maintaining the credibility and

neutrality of Glue.

Page 24: Influencing the Influencers

Challenge: Maintain/build relationships

Benefit: Duh.

Takeaway: Being social means being social. Was I the smartest guy in these rooms? Not by a long shot. I was a marketer at a deep tech conference. But now sorta part of the family* -- Because I Was There.

* Drunk uncle

Page 25: Influencing the Influencers

Stop planning so much.Have some fun.Try new things.

Turn “Why?”

INTO“Why Not?”

Page 26: Influencing the Influencers

1. You have to be part of the business.

2. You have to be as good (and as confident) as your spokesperson.

3. You have to be a storyteller, not just the person who pitches the story.

4. You have to get your hands dirty with data.

5. You have to engage and participate.

5 4 the FUTURE

Page 27: Influencing the Influencers

Great definition...has to be integrated

across all functions

Social media requires a mashup of capabilities: PR, marketing, media,

advertising, narrative, linguistics, cultural anthropology, technology, change management, data management,

analytics and more.Converseon (a social media agency)

Page 28: Influencing the Influencers

questions?YOU’VE GOT

answers.I’VE GOTrambling responses that sound like