A NEW
ANYONE CAN BECOME A MEDIA GIANT
INFLUENCE
@JasonKeath#newinfluence
ABOUTsocialfresh
SocialFresh.com / InvestInSocial.com
1. What is influence?
2. Why does it matter?
3. How do I use it?
4. Finding Influencers
5. Building Relationships
6. Activating Influencers
AGENDA
What isINFLUENCE?
The Ability to Move People Toward Valuable Action
The conversion is usually a purchase
But can be many thingsMany consumers directions
WHAT GETS THE CONSUMER TO THE
CONVERSION?
It may start and stop. It may slow down.
And can be hard to see or track.
The Iceberg Tip IS THE ACTION
but…
WHAT’S BELOW THE SURFACE?
The Iceberg Tip IS THE ACTION
but…
Find The PEOPLE That Accelerate Consumers To The ACTION
Why does itMATTER?
All consumers constantly build their own personalized trusted info databases
Sample Trusted Information Database
Put The Information Sources on a Timeline
And You Get The Path To Influence
And You Get The Path To Influence
Find Where PEOPLE Are The Most Trusted Information Sources
EXPERTSWe Create Our Own
5 Building Blocks of Influence
1.Authority
2.Relevance
3.Audience
4.Frequency
5.Emotion
= TRUST
How Do We UseINFLUENCE?
7 Bloggers Create Millions
of Views
Starbucks saw a 25% increase in brand sentiment AFTER a potential PR crisis.
“The first few videos werestrategic smart bombs”
How To FindINFLUENCERS
Look Near You First
LOOK CLOSE: Look at your own followers, your own community, your own employees(Exporty, flowtown, Rapleaf, rapportive, CRM)
LOUD CUSTOMERS:New customers, Grieving customers
Research CommunitiesIDENTIFY ONLINE GROUPS:Meetup groups, clubs, Ning sites, forums
• Use tools like Blogdash and Technorati • Research the links and blogrolls of relevant sites• Identify Twitter chats that match your niche • Use Rowfeeder to most active users• Research topics on YouTube, Digg, Reddit, etc
Ask For Help
• Blog about your search• Use Twitter and Quora• Ask Employees• Hire Someone• (InvestInSocial.com)
How To Build TheRELATIONSHIPS
Ok, you found the PEOPLE Now What?
New Media Relations1. Consume their content
2. Participate in their world
3. Learn their personal ecosystem
4. Make contact w/out a request
5. Support their efforts
How To ActivateINFLUENCERS
This Is THE TOUGHEST Challenge
Help Me Help You
1. Fun & Active Community
2. Help Them
3. Create Influencers
Real world eventsCreate “official” championsCommunity traditions/vernacular
Solve their problems
Make your passionate supporters important
THANKYOU
@jasonkeathSocialFresh.com