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Joanne Jacobs: Influence is a skill

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What are influencers, how can they be used, and when should you refrain from using influencers? That was the subject for Joanne Jacobs' much appreciated presentation at Mynewsday in Sweden, October 12-14th 2011. You can check out a video of Joanne's presentation on this link: http://www.mynewsdesk.com/se/pressroom/mynewsday/video/view/joanne-jacob-interest-is-a-skill-solving-problems-with-influencers-6784

Publié dans : Technologie, Formation
  • Want to see the video presentation of Joanne's talk? Check it out right here: http://www.mynewsdesk.com/se/pressroom/mynewsday/video/view/joanne-jacob-interest-is-a-skill-solving-problems-with-influencers-6784
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Joanne Jacobs: Influence is a skill

  1. 1. Influence is a Skill: Solving Problems with Influencers Joanne Jacobs, October 2011 Image source: http://www.flickr.com/photos/brandnewbrain/67610989/
  2. 2. Index <ul><li>Promise </li></ul><ul><li>Influencer Definition </li></ul><ul><li>How have influencers been used? </li></ul><ul><li>How effective have these campaigns been? </li></ul><ul><li>Why do influencer campaigns fail? What is the impact of such failure? </li></ul><ul><li>What should an influencer be used for? </li></ul><ul><li>What techniques for influencer driven problem solving are out there? </li></ul><ul><li>What should you measure and what shouldn’t you measure? </li></ul><ul><li>Questions </li></ul>Promise Influencer Definition How have influencers been used? How effective have these campaigns been? Why do influencer campaigns fail? What is the impact of such failure? What should an influencer be used for? What techniques for influencer driven problem solving are out there? What should you measure and what shouldn’t you measure? Questions
  3. 3. Presentation Promise: <ul><li>I will show how influencers can be used effectively </li></ul><ul><li>I will show why inappropriate use of influencers is detrimental </li></ul>Image source: http://www.flickr.com/photos/rooreynolds/3913174195/
  4. 4. Key global changes <ul><li>Less trust in professional images </li></ul><ul><li>Rise of classical anarchy </li></ul><ul><li>Fragmented media market </li></ul><ul><li>Less security, privacy </li></ul><ul><li>Increased reliance on immediacy of information access, technologies </li></ul><ul><li>Focus on well-being, personal autonomy </li></ul><ul><li>Litigious society </li></ul>Image source: http://www.flickr.com/photos/gsfc/4662884851/in/photostream/
  5. 5. Significant forces <ul><li>Patents, patent law litigation </li></ul><ul><li>Mobile communication </li></ul><ul><li>Global economic volatility </li></ul>Image source: http://www.flickr.com/photos/24961289@N06/5835605434
  6. 6. Influencer Definition <ul><li>Passionate </li></ul><ul><li>Self-driven, often innovators, entrepreneurs </li></ul><ul><li>Prepared to invest time in expertise </li></ul><ul><li>Prepared to respond to audiences </li></ul><ul><li>Natural leaders </li></ul>Image source: http://www.flickr.com/photos/24431382@N03/5912946760
  7. 7. An influencer is NOT: <ul><li>An advertisement for a product </li></ul><ul><li>On the payroll of a brand </li></ul><ul><li>Sympathetic to marketers' needs to measure participation/sentiment/awareness </li></ul><ul><li>Open to instruction about how to engage </li></ul><ul><li>Additionally, a true influencer will only respect approaches from organisations that have done adequate research on them. They will not appreciate being offered rewards to which they have ready access or dislike. </li></ul>Image source: http://www.flickr.com/photos/zooboing/4676696849/in/photostream/
  8. 8. How do you find an influencer? <ul><li>Klout, PeerIndex, PeopleBrowsr </li></ul><ul><li>SocialSeek, BlogPulse, MentionMap, IceRocket </li></ul><ul><li>Twitalizer, Tweet Grader, TweetLevel </li></ul>Image source: http://www.flickr.com/photos/52798669@N00/3248483447 NOTE: Tools only provide an initial guide… You need to follow up and do ongoing research into influencer integrity over time.
  9. 13. How have influencers been used? <ul><li>POORLY: As advertisements </li></ul><ul><li>POORLY: Gratuitous pseudo-celebrity endorsement </li></ul><ul><li>POORLY: For 'advice' which is then not followed up </li></ul><ul><li>WELL: Product design/adaptation </li></ul><ul><li>WELL: Customer advice/product support </li></ul><ul><li>WELL: Crisis management </li></ul><ul><li>WELL: Training </li></ul>Image source: http://www.flickr.com/photos/77961177@N00/71257761
  10. 14. Effectiveness of influencer campaigns <ul><li>Poor deployment of influencers inevitably fails to engage an audience, as influencers gain credibility from their impartiality. Reward oriented association with products/brands is regarded as ‘selling out’ </li></ul><ul><li>Good deployment of influencers increases both influence, and value of an influencer to a firm, because reputation of both parties improves </li></ul>Image source: http://www.flickr.com/photos/31191642@N05/4178226353
  11. 15. Lessons <ul><li>Reputation driven economy </li></ul><ul><li>Brand/product awareness and recall need less investment than reputation </li></ul>http://www.flickr.com/photos/66548401@N00/4053097146
  12. 16. Image source: http://www.flickr.com/photos/shishberg/2336460505/
  13. 17. Why do influencer campaigns fail? <ul><li>Marketers feeding influencers with rhetoric of ‘listening’ but then not following up with action </li></ul><ul><li>Personal circumstances of influencers change, thus they are unable to commit time to a project </li></ul><ul><li>Lack of authenticity/honesty </li></ul>Image source: http://www.flickr.com/photos/34120957@N04/4199675334
  14. 18. Example: Authenticity fail AMEX campaign capped the donations it would make to the Princes Trust in the UK in spite of claiming that £0.50 would go towards the charity for every inspirational story shared.
  15. 19. How should influencers be deployed? <ul><li>As PROBLEM SOLVERS </li></ul><ul><ul><li>Product adaptation </li></ul></ul><ul><ul><li>Product review/testing </li></ul></ul><ul><ul><li>Customer service/support </li></ul></ul><ul><li>Don't mistake influencer contribution for celebrity endorsement. Celebrities are commercial entities, influencers are not. </li></ul>Image source: http://www.flickr.com/photos/85763206@N00/2944376209
  16. 20. Example: AIDS enzyme structure <ul><li>Nearly 10 year old problem of AIDS enzyme structure was solved in 3 weeks by gamers by embedding problem variables in an existing game, FoldIt. </li></ul><ul><li>See: Article in GizMag </li></ul>Image Source: Fold.It - http:// fold.it/portal/site_files/theme/science/competition.png
  17. 21. Process of deployment <ul><li>Approach ONLY AFTER conducting research on the influencer </li></ul><ul><li>Outline scope of influencer engagement in conversation/email but NOT as a contract for service: </li></ul><ul><ul><li>Product design/adaptation </li></ul></ul><ul><ul><li>Product review/expert commentary </li></ul></ul><ul><ul><li>Customer support </li></ul></ul><ul><ul><li>Key contact </li></ul></ul><ul><li>Report TO INFLUENCER about their contribution to firm </li></ul>Image source: http://www.flickr.com/photos/99771506@N00/4631871322 NOTE: Better to make reports to influencers about operational improvements rather than sales.
  18. 22. Why do you need a problem solver ? <ul><li>Time saving: research, expertise, knowledge aggregation </li></ul><ul><li>Cost saving: resource cost and 2 nd level knowledge </li></ul><ul><li>Creative thinking: divergent idea exploration rather than commercially constrained thinking </li></ul>Image source: http://www.flickr.com/photos/34745138@N00/4966621857
  19. 23. Why do you need an influencer as a problem solver ? <ul><li>Likely that the influencer will have greater expertise than you </li></ul><ul><li>Influencer investment driven by passion, not by pay (staff), maximisation of ROI (client), or maximisation of a contract (contractor) </li></ul><ul><li>Non-institutionalised thinking: tendency to absorb and automatically comply with processes of the firm among employees and contractors </li></ul>Image source: http://www.flickr.com/photos/90373251@N00/12638218
  20. 24. Benefits of influencer-driven problem solving <ul><li>Besides reputational benefits... </li></ul><ul><li>Reduction of costs in product development, and logistics </li></ul><ul><li>More responsive to international trends and changing consumer behaviour than reactive, market research-driven approach </li></ul><ul><li>Establishment of influencer-driven business partnerships </li></ul>Image source: http://www.flickr.com/photos/andersrasmussen/2291387594/
  21. 25. Techniques for influencer-driven problem solving <ul><li>Product/brand review invitation </li></ul><ul><li>Pose a problem, then allow the influencer to respond from an external perspective </li></ul><ul><li>Organise ‘hack days’ and ask influencers to present </li></ul><ul><li>Organise games or immersive experiences which include problem variables, and then allow influencers exclusive access before public launch </li></ul>Image source: http://www.flickr.com/photos/39387762@N00/412594713
  22. 26. Example: Product adaptation/creativity <ul><li>Allowing influencers to share their creativity is both social and increases influence </li></ul><ul><li>See: Instructables.com </li></ul>
  23. 27. Example: Influencer roundtable <ul><li>Influencers can act as powerful sources of ideas in strategy development events and in coming up with ideas for tackling undefined problems </li></ul><ul><li>See: Augmented Reality Meets # sisu </li></ul>Image source: http://www.franchisebusinessnow.com/free-financial-consultation-during-debt-difficulties/
  24. 28. Image source: http://www.flickr.com/photos/ta-graphy/5374382722/
  25. 29. Technique success: how & why <ul><li>Games </li></ul><ul><ul><li>HOW: Gamers used to solving problems </li></ul></ul><ul><ul><li>WHY: Influencers get to play in a manner that is unashamedly public interest </li></ul></ul><ul><li>Creativity </li></ul><ul><ul><li>HOW: Creatives enjoy creative mastery </li></ul></ul><ul><ul><li>WHY: Influencers are perceived as masters </li></ul></ul><ul><li>Roundtable </li></ul><ul><ul><li>HOW: Influencers enjoy thought process, venue hospitality </li></ul></ul><ul><ul><li>WHY: Influencers maintain value for independence </li></ul></ul>Image source: http://www.flickr.com/photos/redglow/284914386/
  26. 30. What does success look like? <ul><li>Increased influencer engagement and high quality engagement </li></ul><ul><li>Internal cost reductions due to influencer-driven supply chain process innovation </li></ul><ul><li>Internal cost reductions due to reduced customer support </li></ul><ul><li>Reduction in customer complaints/queries </li></ul><ul><li>Reduction in product development costs </li></ul><ul><li>Improved sentiment </li></ul>http://www.flickr.com/photos/13939889@N07/2254706702
  27. 31. What should you measure? <ul><li>Responsiveness to key global change </li></ul><ul><ul><li>Trust, privacy, security, classical anarchy, corporate social responsibility, technology access </li></ul></ul><ul><li>Responsiveness to significant market forces </li></ul><ul><ul><li>Patent collection, Mobile communication, Economic volatility </li></ul></ul><ul><li>Objectives of influencer engagement </li></ul>DO NOT MEASURE FOLLOWERS, MENTIONS. MEASURE AWARENESS, 'SENTIMENT', CREDIBILITY AND CLOUT ONLY WITH EXTREME CAUTION. Image source: http://www.flickr.com/photos/carbonnyc/3638224583/
  28. 32. Should marketers be in control? <ul><li>Marketing returning to its roots in information access facilitation. Message creation and maintenance roles transforming into information archivist and external liaison roles </li></ul><ul><li>Where marketers can make the transition from thought direction to service and information facilitation, then influencer engagement is possible </li></ul><ul><li>Where marketers (consciously or unconsciously) seek to influence messages, they MUST not be in control of influencer engagement. </li></ul>Image source: http://www.flickr.com/photos/istolethetv/121669444/
  29. 33. Key learnings <ul><li>Global conflict between information control (patents, traditional marketing, economic markets) and social responsibility and accountability </li></ul><ul><li>Influencer engagement assists in addressing corporate accountability, cost efficiencies, reputation optimisation </li></ul><ul><li>Marketing shifting from message management to service facilitation, including influencer engagement </li></ul><ul><li>Problem solving with influencers will become a key skill of corporate managers. </li></ul>Image source: http://www.flickr.com/photos/36495803@N05/4370721677
  30. 34. Promise/Delivery <ul><li>To show how influencers can be used effectively </li></ul><ul><ul><li>Through problem solving </li></ul></ul><ul><ul><li>By allowing influencers to work independently </li></ul></ul><ul><li>To show why inappropriate use of influencers is detrimental </li></ul><ul><ul><li>Reduces value of influencer </li></ul></ul><ul><ul><li>Reduces perceived value of the firm </li></ul></ul>
  31. 35. Image source: http://www.flickr.com/photos/chrissy575/4810662834/
  32. 36. Questions <ul><li>Joanne Jacobs </li></ul><ul><li>Technology and Interaction Design Consultant </li></ul><ul><li>Ph: 07 948 318 298 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Web: http:// joannejacobs.net / </li></ul><ul><li>Twitter: @joannejacobs </li></ul><ul><li>Skype: bgsbjj </li></ul>
  33. 37. Presentation Acknowledgements <ul><li>‘ Influence is a Skill’ logo and presentation cover image: adaptation of the image, ‘ Eye 9 ’, by Oyvind Solstad. Eye 9 released under Creative Commons Attribution licence . </li></ul><ul><li>All other images used in the presentation were sourced from Flickr and Wikimedia Commons and were also released under Creative Commons Attribution licence . </li></ul><ul><li>Sources were identified on individual slides. </li></ul>
  34. 38. Image source: http://www.flickr.com/photos/48509939@N07/5927758528/
  35. 39. Influence is a Skill: Solving Problems with Influencers Joanne Jacobs, October 2011 Image source: http://www.flickr.com/photos/brandnewbrain/67610989/