BrightEdge Share15 - DM104: Content, Influence and Human Capital - Mel Carson

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Influencing the Influencers
How to Create Brandvocates that Tell Your Story for You
Mel Carson
US Brand Ambassador at Majestic
@MelCarson
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A Little Background….

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People Don’t Trust Brands
• Just 15% of people trust brand
messages.
• 90% of people will trust the
opinion of a peer, friend or family
member.
• Overlap between brand’s followers
and employees is just 8%.

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We Spend 27% of Time on Social Media

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Defining Influence
• The capacity to have an effect on the character,
development, or behavior of someone or something,
or the effect itself
• The power to shape policy or ensure favorable treatment
from someone, especially through status, contacts, or
wealth
• A person or thing with the capacity or power to have
an effect on someone or something

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Your Goal
To create an experience which impacts
your target audience by changing or
enhancing a certain perception and
encouraging them to take action.

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Keynotes & panels
Social media
following
Article & interview
contributor
Successful track record
Influencer Sweet Spot

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AGILITY
VALUE
EXCHANGE
REGULAR CONTACT
UTILITY
Elements for Success

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Discovering Influencers
• Survey > ask people
• Programmatic > tools
• Cross reference > quantitative &
qualitative data
• Serendipity
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How to Reach Out
• Have a specific goal in mind
• Explain why they are being approached
• Explain what’s in it for them
• Explain what’s in it for their audience
• Give plenty of notice – no fire drills
• Don’t be pushy
• Follow up with thanks. Be Delightful to work with.

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What to Measure
• How was outreach received?
• How easy were they to work with?
• What was the output?
• Did they follow/enhance/scale back the initial plan?
• Reach, Engagement & Sentiment
• Red, Yellow, Green experience for target audience & brand

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Stephen Fry & Microsoft

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Microsoft’s Windows Phone Launch Lessons
• Simple ask
• Given Free Reign
• Authenticity
• Element of Surprise
• Massive Reach
• Aligned with a National
Treasure

14. Chicago | November 12–16, 2012 | #SESCHI
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