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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

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Influence is a Skill: Solving Problems with Influencers Joanne Jacobs, October 2011 Image source: http://www.flickr.com/photos/brandnewbrain/67610989/
Index ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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
Presentation Promise: ,[object Object],[object Object],Image source: http://www.flickr.com/photos/rooreynolds/3913174195/
Key global changes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/gsfc/4662884851/in/photostream/
Significant forces ,[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/24961289@N06/5835605434
Influencer Definition ,[object Object],[object Object],[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/24431382@N03/5912946760
An influencer is NOT: ,[object Object],[object Object],[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/zooboing/4676696849/in/photostream/
How do you find an influencer? ,[object Object],[object Object],[object Object],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.
 
 
 
 
How have influencers been used? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/77961177@N00/71257761
Effectiveness of influencer campaigns ,[object Object],[object Object],Image source: http://www.flickr.com/photos/31191642@N05/4178226353
Lessons ,[object Object],[object Object],http://www.flickr.com/photos/66548401@N00/4053097146
Image source: http://www.flickr.com/photos/shishberg/2336460505/
Why do influencer campaigns fail? ,[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/34120957@N04/4199675334
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.
How should influencers be deployed? ,[object Object],[object Object],[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/85763206@N00/2944376209
Example: AIDS enzyme structure ,[object Object],[object Object],Image Source: Fold.It - http:// fold.it/portal/site_files/theme/science/competition.png
Process of deployment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/99771506@N00/4631871322 NOTE: Better to make reports to influencers about operational improvements rather than sales.
Why do you need a problem solver ? ,[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/34745138@N00/4966621857
Why do you need an influencer as a problem solver ? ,[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/90373251@N00/12638218
Benefits of influencer-driven problem solving ,[object Object],[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/andersrasmussen/2291387594/
Techniques for influencer-driven problem solving ,[object Object],[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/39387762@N00/412594713
Example: Product adaptation/creativity ,[object Object],[object Object]
Example: Influencer roundtable ,[object Object],[object Object],Image source: http://www.franchisebusinessnow.com/free-financial-consultation-during-debt-difficulties/
Image source: http://www.flickr.com/photos/ta-graphy/5374382722/
Technique success: how & why ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/redglow/284914386/
What does success look like? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.flickr.com/photos/13939889@N07/2254706702
What should you measure? ,[object Object],[object Object],[object Object],[object Object],[object Object],DO NOT MEASURE FOLLOWERS, MENTIONS. MEASURE AWARENESS, 'SENTIMENT', CREDIBILITY AND CLOUT ONLY WITH EXTREME CAUTION. Image source: http://www.flickr.com/photos/carbonnyc/3638224583/
Should marketers be in control? ,[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/istolethetv/121669444/
Key learnings ,[object Object],[object Object],[object Object],[object Object],Image source: http://www.flickr.com/photos/36495803@N05/4370721677
Promise/Delivery ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Image source: http://www.flickr.com/photos/chrissy575/4810662834/
Questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Presentation Acknowledgements ,[object Object],[object Object],[object Object]
Image source: http://www.flickr.com/photos/48509939@N07/5927758528/
Influence is a Skill: Solving Problems with Influencers Joanne Jacobs, October 2011 Image source: http://www.flickr.com/photos/brandnewbrain/67610989/

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Joanne Jacobs: Influence is a skill

  • 1. Influence is a Skill: Solving Problems with Influencers Joanne Jacobs, October 2011 Image source: http://www.flickr.com/photos/brandnewbrain/67610989/
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  • 16. Image source: http://www.flickr.com/photos/shishberg/2336460505/
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  • 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.
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  • 35. Image source: http://www.flickr.com/photos/chrissy575/4810662834/
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  • 38. Image source: http://www.flickr.com/photos/48509939@N07/5927758528/
  • 39. Influence is a Skill: Solving Problems with Influencers Joanne Jacobs, October 2011 Image source: http://www.flickr.com/photos/brandnewbrain/67610989/