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5 Steps to Greater Influence By Valeria Maltoni

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From the SMX East 2014 Conference in New York City, NY. SESSION: Everyone Is Wrong About Influence. Except Your Customers. PRESENTATION: 5 Steps to Greater Influence - Given by Valeria Maltroni,, @ConversationAge, Vice President Digital Strategy - PM Digital. #SMX #12A
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#smxeast 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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Page 1: 5 Steps to Greater Influence By Valeria Maltoni

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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

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“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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need

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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

DEE

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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#smxeast Image  source:  joiseyshowaa  

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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#smxeast Image  source:  John  Biehler  

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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#smxeast Image  source:  Michele  Catania  

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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#smxeast Image  source:  Lane  County,  OR  communica:ons  center  

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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#smxeast Image  source:  Dawn  Hopkins  

respond

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community @ work ± 42,000

2000 127

27 101

2001 8

375

give people a VOICE

Image  source:  Seven  Morris  

globally y2k Cities countries meet up milestone years PHL members

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#smxeast Image  source:  The  Telegraph  

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.    

2005  

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.  

2007  

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  

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    

[email protected]  

@conversa:onage    


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