5 Steps to Greater Influence By Valeria Maltoni

transcript

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5 Steps to Greater

Valeria Maltoni . @ConversationAge

VP, Digital Strategy, PM Digital

Everyone is Wrong About Influence. Except your Customers.

Influence.

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Video to be added

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predicting the qualities of the next hit campaign, product or hot news item… is notoriously difficult

“We hope to rewire the way people spread and consume information…

We think a more open and connected world will help create a stronger economy with more authentic businesses that build better products and services.”

-‐ Mark Zuckerberg, Founder / CEO, Facebook Le7er to Poten:al Shareholders, May 2012

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let’s start by reframing the question

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how do you appeal to influencers based on what they think about themselves?

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1 How information spreads through shared interests

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gossip

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May 13, 2010 – Lee Perkins, videographer, Shreveport, LA creates Boycott BP 841,047 fans

May 19, 2010 – Josh Simpson, comedian, CA creates @BPGlobalPR 188,604 followers at height of interest

April 13, 2009 – Good as You GLBT activist blog publishes the Domino’s videos for the first time, videos go viral within hours

crisis

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200,000 12,000,000

600 40 > 5

experiences

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92% of consumers report that a word-of-mouth recommendation is the top reason they buy a product and service

Nielsen, Global Consumer Trust, 2012.

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human data

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entertain affect opinions exchange important information point out & enforce social rules learn from mistakes

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2 Who are the influencers in your industry

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social trends often seem to have been driven by certain influential people

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yet marketers are often unable to identify these “influencers” in advance

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it starts with understanding motivation

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CONNECTOR SALESMAN MAVEN

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they don’t tell their readers because they like you…

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what matters is what happens in their world

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[…] She wore the socks to school on Tuesday, pairing them with the cute sneakers and a simple black shirt and skirt.

She told me she received compliments the entire day – from students in middle school, high school students (her school has students in grades 5-12), teachers and even the crossing guard. […]

Client: Li7le Miss Matched

AvaLovesFashion.com, August 2014.

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… they tell their readers because they like their readers (or themselves / both)

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WIDE spread across knowing issues

having things on the radar building wide acceptance and buy-in

evangelists concentrated credibility and trust from past experience, track record

P Source: Jess McMullin

T-shaped influence

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3 What are the attractors, the value generating actions

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connect inquire notice commit respond

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then designing what that influencer experience looks like

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connect

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part of a tribe

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investors seek objective sources of information

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online & offline connections

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http://solidsoundfestival.com/alumni/ local significance

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inquire

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what they say what they do

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data explosion

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mobile technology will be ubiquitous, invisible, and interconnected

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ability to access records anytime, anywhere

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goals and motivation

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wearable technology from science fiction to fashion statement

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health care where we live, play, work and pray

Source: Well Connected Mom

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identify based on what they say, connect based on what they do

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what would they say about themselves

Image Source: The garden behind Marco's. Photo: Sarah Silberg/New York Magazine

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notice

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62% Agree that user generated content has more credibility in supporting brand trust than employee-generated content

Get Satisfaction, Market Trend Report, Sept 2014

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focusing on what people are able to do…

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reason to come back

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make them better at what they want to do

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… rather than trying to manage how they perceive your brand

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lighting many fires

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College/Campus Experience

Distance Learning Education News Education Policy Teaching/Learning

Professor Blogs Admissions/

Rankings Technology In

Education Homeland Security Career Planning

key content categories & topics

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they do not post because they like you…

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… they post because they like themselves

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how you see yourself

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impacts loyalty

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commit

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1 / 9 / 90 creators, contributors, lurkers

The Internet Rule

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empowering people

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backing projects

Goal: $1,000,000 Raised: $5,408,916

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bringing experiences to life

Goal: $2,000,000 Raised: $5,702,153

Rob Thomas is the creator and executive producer of VERONICA MARS

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funding new products

Goal: $100,000 Raised: $10,266,845

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41.15% Success rate. 70,040 projects funded successfully. $1,316,563,718 total dollars pledged.

Kickstarter, September 19, 2014.

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respond

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community @ work ± 42,000

2000 127

27 101

2001 8

give people a VOICE

Image source: Seven Morris

globally y2k Cities countries meet up milestone years PHL members

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chance to be part of something

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average response time: 9.75 seconds

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63% When 1,620 consumers were tested under laboratory conditions, said they felt their heart rate increase when they thought about receiving great customer service. American Express Service Study, September 2013

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Jan/Feb, 2010 Toyota Recall 42 million vehicles are recalled due to faulty breaks.

1977 2010

April 20, 2010 Gulf Oil spill BP engages PIER emergency system to communicate internally.

March 17, 2010 Palm Oil/Greenpeace Facebook wall animosity caused by community manager.

July 7, 1977 Breast Milk AcFon Network Company boyco7 is called in U.S. and expanded in Europe in the ‘80s.

June 2005 “Dell Hell” Blogger Jeff Jarvis begins a controversy about company’s customer service issues.

February 14, 2007 Customer Service Issues Leaked memo from founder Howard Shultz sets off a series of ini:a:ves that leads to launch of My Starbucks Idea.

2009 August 13, 2009 Employee-‐created YouTube expose’ video Video is viewed by 1 million people.

July 16, 2009 Sustainability Index CEO-‐led, proac:ve ini:a:ve to affect supply chain.

February 2009 Customer Service issue Blue Shirt na:on led to TwelpeForce and prompt response.

1 minute

30 years

1 month 1 month

1 month

48 hours

proac:ve 1 year

social media interactions

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— Michael Schrage

Businesses should treat technology like a special effect.

If you’re James Cameron and you’re doing a movie like Avatar, the issue is, “What kind of world am I trying to create?”

Then the question is, “So how do I get the technology to do that?”

The leading question is not, “Gee, how do I make a cheaper movie faster?”

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what is the bigger context that people are (or can be) excited about?

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4 Three core ingredients to get it right

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A STORY that resonates: emotional triggers are powerful

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their story

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The ABILITY to SPREAD it: making it super easy via connections in social

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making them the hero

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Doing something MEANINGFUL, feel part of something greater than self

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the bigger, cooler thing for them

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because you enable something as a result of that experience

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Saw your new video series – it was amazing; what did you use?

word-of-obvious [Kathy Sierra]

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influence as a side effect of interestingness

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what would you do differently if you were responsible for their success?

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5 Steps to get it done

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1.  Do the research 2.  Keep it personal 3.  Take time to map ways to connect 4.  Involve the talent 5.  Choose a short list for exclusive

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how can you make them more interesting?

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identify areas of interest

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because you are not creating experience for your influencers…

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… you are creating experience for their readers

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if it’s not you

who will influence your customers

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THANK YOU!

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Valeria Maltoni – VP Digital Strategy, PM Digital

Led brand development, integrated content marke:ng strategy and execu:on, and digital / social strategies for a number of global Fortune 500 companies in technology, retail eCommerce, financial services, and Media & Entertainment.

§  1999-‐2007 – FastCompany.com, created and led social network in Philadelphia

§  2006-‐current – started Conversa:on Agent focused on digital transforma:on at the intersec:on of business / technology / media

vmaltoni@pmdigital.com

@conversa:onage

5 Steps to Greater Influence By Valeria Maltoni

Marketing