Influencer #Throwdown: Defining Influence Once & For All - SXSWi 2011

Editor's Notes

• #2: The Luchador theme is really meant to give us release. Studying the influence landscape – trends, history, definitions, misdefinitions, lies and the future, we wanted to throw down once and for all over this and give everyone a few things to think about on the topic – sxsw style of course.
• #5: From Radian 6 eBook Defining and Measuring Influence http://www.kenburbary.com/2011/03/3-tips-to-improve-your-online-influencer-analysis/
• #6: Does a high klout score make you a Twitter influencer? Not really. http://www.ragan.com/Main/Articles/42766.aspx HP finds weak link between popularity and influence. http://www.zdnet.com/blog/foremski/hp-study-finds-weak-link-between-online-popularity-and-influence/1454 AdAge: Your Followers are no Measure of your Influence http://adage.com/article/special-report-influencers-2010/facebook-followers-measure-influence/147957/ Brian Solis/Vocus: Exploring and Defining Influence http://www.briansolis.com/2010/09/exploring-and-defining-influence-a-new-study/
• #7: Did Kenneth Cole and Chrysler miss an opportunity to truly engage with their audiences? To err is human. To err on Twitter is not? It’s all about engagement and connecting with real, live people. And if nothing else, we saw a real chance to do so. Red Cross took advantage of this opportunity: http://www.nonprofitquarterly.org/index.php?option=com_content&view=article&id=10291:tweet-freely-your-social-media-policy-and-you&catid=153:features&Itemid=336
• #8: Jeremiah Owyang: Klout for business – a sometimes useful metric, but an incomplete view of customers http://www.web-strategist.com/blog/2011/02/21/klout-for-business-a-sometimes-useful-metric-but-an-incomplete-view-of-customers/ WSJ: Wannabe cool kids aim to game the web’s new social score keepers http://online.wsj.com/article/SB10001424052748704637704576082383466417382.html#articleTabs=article
• #9: Social voting is popularity, not influence. Social voting is gaming the system. Social voting seems like a hoop you want consumers to jump through so you have a quantitative metric. OK, 1 million people voted. Now what?
• #11: Absolute – Ashton Kutcher – breadth Raising money for mosquito nets for poor in Africa affected by malaria Relative – Kim Kardashian – depth in fashion, she’s a tastemaker of sorts. http://twitpic.com/3y1nsj# Which Tool is Best at Finding Social Media Influencers? http://www.futurelab.net/blogs/marketing-strategy-innovation/2010/11/which_tool_best_finding_social.html Forrester: Tapping the Online Peer Influence Pyramid http://blogs.forrester.com/interactive_marketing/2010/02/my-first-forrester-report-tapping-the-entire-online-peer-influence-pyramid.html Forrester: Peer Influence Analysis http://blogs.forrester.com/augie_ray/10-04-20-peer_influence_analysis_what_it_how_marketers_use_it
• #12: Relevance established via keyword diversity and frequency http://traackr.com/blog/2010/12/relevance-matters-traackrs-new-diversity-index/ How to activate your brand’s super influencers http://mashable.com/2010/11/12/activate-super-influencers/ Forrester: Measuring Influence is Hot http://blogs.forrester.com/julie_m_katz/10-01-05-measuring_influence_hot
• #13: At the end of the day, it’s all about trust. Do you trust the algorithmns on the automagic sites? Edelman’s Trust Barometer dives into trust and impact on types of influencers. A Devaluation of Friends May Be Driving Trust in Thought Leaders http://www.steverubel.com/a-devaluation-of-friendship-may-be-driving-tr And Keeping this study in context: Trust in 2011 http://prsay.prsa.org/index.php/2011/02/04/trust-in-2011-the-elites-have-spoken/
• #24: Had an event with 10 key bloggers and expanded reach to another 10 post event with media kits.
• #27: The team that did the work, deserves the credit.
• #28: Tough to predict the future. In 2005 if we’d told you that Facebook would be 600MM strong after just a year online and a movie to boot. Plus the less than 12 month old YouTube would get more searches than Yahoo, you’d lock me up.
• #29: In the future, as the data these sites have gets better and their algorithms improve and can account for things like sentiment, we’ll be able to mircotarget through the sales cycle. Empower dismisses the funnel as it’s too linear and many sales are not linear. So we created the brand participant map. This allows for non-linear sales and can more easily recognize consumers at different points in their relationship with the brand.
• #30: These are hypothetical examples where we’d look for different influencers based on where our brands need the most help on the map.
• #31: Rate our panel! More influence links Internet Fame and the True Impact of Influence – includes a nice list of links to more influence articles http://www.socialfish.org/2011/02/internet-fame-and-the-true-impact-of-influence.html Brian Solis: 2010 The year of understanding influence http://www.briansolis.com/2010/12/best-of-2010-the-year-of-understanding-influence/ Conversation Agent: Everything about influence is wrong http://www.conversationagent.com/2010/07/everyone-is-wrong-about-influence.html