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A new class of online influencers is using blogs, video, social networks and other services to talk about products and companies. Finding and engaging with these people can be a daunting task. Google searches will only get you so far. In addition to blogs, new influencers use photo- and video-sharing sites, Twitter and other channels that don't show up in typical Google searches to spread their messages. This session shows how you can penetrate the invisible Web with a handful of tools and tactics to quickly find sources of influence in your world. We then offer advice on how to engage these opinion leaders as sources of advice, promotion and street-level marketing.
Citation preview
How to Find and Court
the New Online Influencers
Paul GillinNational CooperativeBusiness Association
May 14, 2009
Traditional communications
New reality
The Many Arms of Social Media
From Robert Scoble
Courtesy RightNow Technologies
New Media Rules
New voices are gaining influence
Businesses are becoming publishers
You can now control the message
Use all means at your disposal
It’s cheap if you know the tricks
Information Democratization
How We Share InfluencePRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Consult a professional
Readers letters
Phone in; TV / Radio
Talk to shop worker
Personal blog
Social network page
Widgets
Photo sharing site
Chat rooms
Message boards
Video sharing site
Comments on blogs
Comments on websites
Viral emails
Wish lists
Ratings on retail sites
Reviews on retail sites
Auction websites
Social Bookmarking
Chat room
Price comparison sites
Social shopping sites
Talk face to face
Consult a professional
Readers Letters
Phone in; TV / Radio
Talk to shop worker Phone call
Talk face to face
Phone call
SMS
Instant Messenger
Talk face to face
Talk to shop worker
Consumer influence channels
Source: Universal McCann Erickson
Whom Do Consumers Trust?
26%
34%
49%
54%
56%
60%
61%
63%
78%
B anner ads
S earch ads
S ponsorships
R adio
TV/magaz ine
B rand s ites
B logs
C hat/discuss ion comments
O ther consumers
Percent who trust each source
Source: Nielsen, Oct., 2007
Meet the new influencers
Steve Hall
Philipp Lenssen
Paige Heninger &Gretchen Vogelzang
Self-Appointed Celebrities
Niche Market Magic
Niche markets are:
•Knowledgeable
•Engaged
•Responsive
•Helpful
•Spenders
Key Points
Customers have the power to share and recommend
Brand value is secondary to engagement
Share & comment
Monitor multiple channels
Co-opt enthusiasts
Go Where Customers Are
Listen
Measure Popularity
The Technorati profile indicates popularity…
And the magic Google “link:” command confirms it.
Use Human-Powered Search
Engage Influencers
Technorati rank: 714
Technorati fans: 146
Google Indexed pages: 3,760
Alex ranking: Top .17%
Inbound links: 10,542
Del.icio.us bookmarks: 2,068
New York Times citations: 136
Computerworld citations: 193
InformationWeek citations: 72
Newsletter subscribers: 130,000
Put Communities to Work
Needs Definition
Product Architecture
Iterative Development
Field Testing
Viral Marketing
Peer Support
Tap Customer Innovation
Grassroots Promotion
Product Development
Community as ContentBy contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone
Personal finance Travel planning Local services
Language educationTravel planning How-to video
Secrets of Engagement
Embrace the power of micro community Speak to people as people Enable sharing and linking Filter and aggregate for insight Make it a club Show that you care Never edit or censor
Success Takes Time
Daily visits 3X to 4X week 14 averageConsider spinoffs
53+
Make top 10 results for targeted queriesTraffic becomes self-sustaining
40-52
Gain search tractionGenerate inbound links
14-39
Build awarenessShow steady growth
1-13
GoalWeek
Thank you!
Paul Gillin
508-202-9807
paul@gillin.com
www.gillin.com
Twitter: pgillin
Available on Amazon or from NewInfluencers.com
Available on Amazon or from SSMMBook.com
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