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© 2011 Marketwire @marketwire || @sysomos
Measuring Influence and Amplifying Your Audience
Through Media
Jon Stephenson Marketwire+Sysomos
© 2011 Marketwire @marketwire || @sysomos
© 2011 Marketwire @marketwire || @sysomos
Defined – What is this Influence Thing?
Authority Brand Connection Expertise
NO
YES!
© 2011 Marketwire @marketwire || @sysomos
The Metrics of Influence
To watch – Quora and Focus.com
© 2011 Marketwire @marketwire || @sysomos
Why are Influencers Important?
Twitter Swarm
© 2011 Marketwire @marketwire || @sysomos
Decision-point
FTW! - Influence Wins
Experience
Influencers
Decision-point
© 2011 Marketwire @marketwire || @sysomos
The Business Case = ROI
Baseline
Results
Revenue
© 2011 Marketwire @marketwire || @sysomos
Process is Key – There Are Stages
Identify Influencers
Google Sysomos: Tools Technorati Quora Twitter… etc..
Engage Influencers
Contact Respect Time Assist Research
ROI
Trust goes Awareness Revenues Security
© 2011 Marketwire @marketwire || @sysomos
People and Perceptions Change
Source: Edelman Trust Barometer 2011 ADAPT
© 2011 Marketwire @marketwire || @sysomos
© 2011 Marketwire @marketwire || @sysomos
Relationships – Media, Bloggers, Influencers
THE BASICS * Don’t ever screw them over *
– Don’t fail to respond when they call on you – Don’t provide a bad source – Don’t provide bad information Any of this
© 2011 Marketwire @marketwire || @sysomos
Penalty Box
© 2011 Marketwire @marketwire || @sysomos
Since we know the Influencers we now know who to Approach
– Exclusives or Scoop – Tours – access to facilities and process – Beta testers – first access – Reference – linking – key for digital – Free Products
© 2011 Marketwire @marketwire || @sysomos
Reputations Matter
• “ A Reputation for a Thousand Years May Depend on the Conduct of a Single Moment [or tweet] ” – Japanese Proverb
– Ethics and Protocols are important
© 2011 Marketwire @marketwire || @sysomos
Takeaways - Cycle of Results
Results
You
influencer Journalist Blogger Media
• Know your influencers
• Engage
• Cultivate Relationships
• Trust your efforts
© 2011 Marketwire @marketwire || @sysomos
Jon Stephenson Sr. Account Executive Washington, DC
O: 202-664-1004 C: 865-300-7632
: @eclectitech
Toll Free: 800-774-9473