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MS&L: Influencing Communication
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5. The Fifth Revolution Political Industrial Entertainment Political Technological Consumer Empowerment
6. IM’s Focus: Influencing the Empowered Consumer credibility conversation Expertise in communicating to multiple audiences Power of 3rd party credibility Story telling both on and offline Knowledge of influencer culture
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8. Five Types of Influencers ASPIRATIONALS THOUGHT LEADERS ENDORSERS CATALYSTS VESTEDS Why are they credible? Their name Their expertise Their reputation Their networks Inside knowledge What’s their role? Tastemakers Innovators Standard setters Resources Evangelists What’s most important? Status Substantiation Constituency Information Sales How to appeal to them? Help them stay ahead of the trends; pet charities Give them something unique to talk about Tell why their audience cares Help them be ‘in-the-know’ and ‘first-to-know’ Give them motivation to spread the word WHO Celebrities Stylists Socialites Experts Doctors Scientists Consumer Reports AARP PTA Moms Red Hat Society iVilliage.com Clients Brand Loyalists Stakeholders
9. IM MS&L Toolbox ONLINE Blogger relations Viral marketing Influencer e-mailing Product reviews Message board seeding Online media outreach OFFLINE Influencer Mailing Network Outreach Credentialing/3 rd Party Celeb outreach IM Panels IM Mapping Street team sampling Event Marketing Guerilla Target
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