From “Likes” to Social Influence: How To Drive Action Andrew Grill, CEO
Social media is just like real life!
What is influence? “Influence is the ability to cause desirable and measurable actions and outcomes.” – Brian Solis
“Influence is the ability to inspire action and is the measure of what others do because of you.”
Every voice is important. Our main Influencers are everyday people and networks of friends. Events like B2B Huddle bring together communities formed around interests and affiliations. We all have Influence somewhere
I’ve been influenced recently
Oct 29, 2011
#QantasLuxury November 22, 2011
Harnessing positive influence
1.Authenticity 2.Likeability 3.Consistency 4.Scarcity 5.Social Proof 6.Reciprocity 7.Content The New Rules of Online
26 #smwb2b leaderboard – local influence
So why do I need to worry about influencers?
The Consumer decision journey - old June 2009 issue of McKinsey Quarterly, David Court The consumer decision journey - old
The loyalty loop exists as a result of the social channel June 2009 issue of McKinsey Quarterly, David Court The consumer decision journey - new
How do you measure influence?
The influence score
Are your followers fake?
What is Kred? Kred is Measurable Influence based on two metrics 33 Influence Ability to inspire action: Retweets, Replies, New follows. Outreach Generosity, rewards actions, interacts with others, spreads content.
Influencer Marketing Best Practice
Best Practices It takes time – invest in an influencer marketing strategy Link your CRM to influence scores Employ people who “get” social The person with the highest score may not be the best fit for your brand Transparency – do you understand how the influencer score is calculated? Measure everything!
Finding the influencers Once we have found them what next? How do we engage them? How do we keep them interested? How do we reward them?
Influence + CRM
Andrew Grill #smwb2b Leaderboard