Influencing the Influencers
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This document discusses influencer management and how the head of influencer management position was created. It describes how Mike was hired by Laura at Alcatel-Lucent to help drive culture change in the company. Mike discusses the importance of being an influencer yourself in order to influence other influencers. He provides tips for influencer management such as being yourself, getting to know tools like Google, making connections from data, and studying influencers to understand how they interact.
Influencing the Influencers
- 1. WHAT’S POSSIBLE. WHAT’S NOT. AND HOW TO GO ABOUT IT.
- 2. Mike Maney @the_spinmd hash this talk #smsummit other good stuff at maneydigital.com
- 3. I’m the head of influencer management at
- 4. It’s called “head” because of these guys
- 5. NOT BECAUSE of THIS
- 6. INFLUENCER MANAGEMENT “Dude, that’s the coolest title ever.”
- 7. How’d you get that gig?
- 8. Then this lady called:
- 9. Laura:“Alcatel-Lucent wants me to build an API platform and also help drive culture change in the company. What do you think?” Mike: “I think you should not forget about us little folks when you rule the world.” Laura: “HR’s calling you tomorrow.” Mike: “What do I need to know so I don’t screw up the interview?” Laura: “Haha.” Mike: “Did I just do the interview?” Laura: “I need you in Dallas on Wednesday.”
- 10. The CEO Mindset This is what we created. This is how we began shifting the role of PR and marketing.
- 11. And that is how the head of influencer management was born.
- 12. THE PUBLIC RELATIONS PRO MARKETING STRATEGIST ANALYST RELATIONS MANAGER SOCIAL MEDIA GURU CREATIVE GENIUS ADVERTISING BUY GUY
- 13. C’mon, Mike. You surely don’t mean dead. JUST DYING *Little known runner-up to famous “Just Do It” tagline. Fact. Heard it on Facebook.
- 14. LONG LIVE THE
- 16. THIS BEFORE THIS Reporter Blogger Competitor CONTENT Politician Employee Analyst
- 17. You can’t influence an influencer unless you are an influencer. I don’t mean being able to pitch a crappy story and getting a reporter to bite. I’m talking about being a part of the influencer’s circle...being seen interacting where they interact and with who they interact with.
- 18. Be yourself. Don’t take it too seriously. Stalking is ok. Data is your friend. (Sounds like a soupy mix of marketing and media relations, doesn’t it?)
- 19. ’ ‘ ‘ Lots of tools...in both senses of the word. Get to know Google. Train your eyes to make connections. Stop hiding behind your spokespeople. Study Marshall Kirkpatrick.
- 20. DO WE REALLY NEED MORE STATS TO TELL US IS IMPORTANT? 2011 Cone Online Influence Trend Tracker
- 21. BRANDED CONTENT (Why the Arrington/Ariana debate is important) Challenge: Paid thought leadership without treating it like a paid tool Benefit: Core of our content strategy. Support and contribute to main channel our customers are. Takeaway: As Joe Brockmeier says, “Be the media.” “Much more likely to see a blog post by someone IN the community than on PRWeb.
- 22. JUST DOING IT Challenge: No challenge, just something fun to do Benefit: Client (legitimately) seen as part of core influencer group; raised personal profile among influencers for future Takeaway: Don’t wait for someone else to write your story. Have some fun.
- 23. Challenge: No recognition from core audience. Budget. To their credit, the primary concern of Laura, Mike and the gang over at Benefit: 1/3rd the cost of going alone. Alcatel-Lucent from Day 1 of our Instant credibility with core audience. discussions has been about maintaining the credibility and Takeaway: Stop doing the same old neutrality of Glue. stuff.
- 24. Challenge: Maintain/build relationships Benefit: Duh. Takeaway: Being social means being social. Was I the smartest guy in these rooms? Not by a long shot. I was a marketer at a deep tech conference. But now sorta part of the family* -- Because I Was There. * Drunk uncle
- 25. Turn “Why?” “Why Not?” Stop planning so much. Have some fun. Try new things.
- 26. 1. You have to be part of the business. 2. You have to be as good (and as confident) as your spokesperson. 3. You have to be a storyteller, not just the person who pitches the story. 4. You have to get your hands dirty with data. 5. You have to engage and participate.
- 27. Great definition...has to be integrated across all functions Social media requires a mashup of capabilities: PR, marketing, media, advertising, narrative, linguistics, cultural anthropology, technology, change management, data management, analytics and more. Converseon (a social media agency)
- 28. YOU’VE GOT I’VE GOT rambling responses that sound like