The document discusses maximizing influencer outreach through a case study approach. It outlines different types of influencers from publishers, advocates, and activists and examines the relationship between their reach and the probability of generating action or impact. The key factors that increase impact are finding personal connections, catalysts like new ideas or trends, and activating influencers who can spread messages to their followers. The goal is to identify the influencers with the highest reward for lowest risk efforts to promote brands and ideas.

1. A Case Study
for Maximizing
Influencer Outreach
By: Tamsen Webster
@tamadear

2. A Love Story
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3. “I want some new glasses.”
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4. @tamadear

5. @tamadear

6. @tamadear

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10. INFLUENCE
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11. @tamadear

12. Everyone’s
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13. Factors
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•
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14. Broad
Reaching
Low
Probability of High
Action Probability
of Action
Personal
Connection
@tamadear

15. Broad
Reaching
Low Catalysts
Probability of High
Action Probability
of Action
Personal
Connection
@tamadear

16. Broad
Reaching
Low Publishers Catalysts
Probability of High
Action Probability
of Action
Personal
Connection
@tamadear

17. Broad
Reaching
Low Publishers Catalysts
Probability of High
Action Probability
of Action
Advocates
Personal
Connection
@tamadear

18. Broad
Reaching
Low Publishers Catalysts
Probability of High
Action Probability
of Action
Advocates Activators
Personal
Connection
@tamadear

19. Catalysts
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•
@tamadear

20. •
•
@tamadear

21. •
•
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22. •
•
@tamadear

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28. HIGH EFFORT
HIGH COST
HIGH RISK
Publishers Catalysts
LOW HIGH
REWARD REWARD
Advocates Activators
LOW RISK
LOW COST
LOW EFFORT
@tamadear

29. @tamadear

30. “I want some
new glasses.”
Prospect
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31. “I want some
new glasses.”
Prospect Activator
@tamadear

32. Brand
“I want some
new glasses.”
Prospect Activator
@tamadear

33. Brand
“I want some
new glasses.”
Prospect Activator
@tamadear

34. @tamadear

35. Brand
“I want some
new glasses.”
Prospect Activator
@tamadear

36. @tamadear

37. @tamadear

38. @tamadear

40. Brand
“I want some
new glasses.”
Prospect Activator
@tamadear

41. @tamadear

42. @tamadear

43. Activators
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•
Publishers
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•
Advocates
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•
@tamadear

44. @tamadear

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46. Activators
•
•
Publishers
•
•
Advocates
•
•
Catalysts
• “ ”
•
@tamadear

47. Broad
Reaching
Low Publishers Catalysts
Probability of High
Action Probability
of Action
Advocates Activators
Personal
Connection
@tamadear

48. Broad
Reaching
Low Publishers Catalysts
Probability of High
Action Probability
of Action
Advocates Activators
Personal
Connection
@tamadear

49. @tamadear