Measuring Influence and Amplifying Your Audience Through Media€¦ · © 2011 Marketwire...

© 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

jstephenson@marketwire.com

: @eclectitech

Toll Free: 800-774-9473