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How to Find and Court

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Paul Gillin
Paul Gillin

A new class of online influencers is using blogs, video, social networks and other services to talk about products and companies. Finding and engaging with these people can be a daunting task. Google searches will only get you so far. In addition to blogs, new influencers use photo- and video-sharing sites, Twitter and other channels that don't show up in typical Google searches to spread their messages. This session shows how you can penetrate the invisible Web with a handful of tools and tactics to quickly find sources of influence in your world. We then offer advice on how to engage these opinion leaders as sources of advice, promotion and street-level marketing.

Business
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How to Find and Court the New Online Influencers Paul Gillin National Cooperative Business Association May 14, 2009
Traditional communications
New reality
The Many Arms of Social Media From Robert Scoble Courtesy RightNow Technologies
New Media Rules ,[object Object],[object Object],[object Object],[object Object],[object Object]
Information Democratization
How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
Whom Do Consumers Trust? Percent who trust each source Source: Nielsen, Oct., 2007
Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
Self-Appointed Celebrities
Niche Market Magic
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key Points ,[object Object],[object Object],[object Object],[object Object],[object Object]
Go Where Customers Are
Listen
Measure Popularity The Technorati profile indicates popularity… And the magic Google “link:” command confirms it.
Use Human-Powered Search
Engage Influencers Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 Del.icio.us bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 InformationWeek citations: 72 Newsletter subscribers: 130,000
Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
Tap Customer Innovation
Grassroots Promotion
Product Development
Community as Content By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone Personal finance Travel planning Local services Language education Travel planning How-to video
Secrets of Engagement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Success Takes Time ,[object Object],[object Object],53+ ,[object Object],[object Object],40-52 ,[object Object],[object Object],14-39 ,[object Object],[object Object],1-13 Goal Week
Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: pgillin Available on Amazon or from NewInfluencers.com Available on Amazon or from SSMMBook.com

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How to Find and Court

  • 1. How to Find and Court the New Online Influencers Paul Gillin National Cooperative Business Association May 14, 2009
  • 4. The Many Arms of Social Media From Robert Scoble Courtesy RightNow Technologies
  • 5.
  • 7. How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
  • 8. Whom Do Consumers Trust? Percent who trust each source Source: Nielsen, Oct., 2007
  • 9. Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
  • 12.
  • 13.
  • 16. Measure Popularity The Technorati profile indicates popularity… And the magic Google “link:” command confirms it.
  • 18. Engage Influencers Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 Del.icio.us bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 InformationWeek citations: 72 Newsletter subscribers: 130,000
  • 19. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
  • 23. Community as Content By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone Personal finance Travel planning Local services Language education Travel planning How-to video
  • 24.
  • 25.
  • 26. Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: pgillin Available on Amazon or from NewInfluencers.com Available on Amazon or from SSMMBook.com