Barbara on January 21st, 2009

pepsi25It’s easy to fall into thinking that focusing on the top 15 or 25 or 100 influencers in a given market is a good idea for every company. That’s not necessarily so, unless you can vet their influence with decision-makers for your product or service in your market.

Mack Collier points out a good example: his experience with the “Pepsi 25″ campaign. Pepsi had targeted Mack and 24 other high profile bloggers with 3 deliveries of cans showing the evolution of the Pepsi logo over 100 years, right up to the latest logo. Most of the 25 bloggers were happy to blog about Pepsi and it’s logo. By contrast, Mack said:

I mean on one hand I appreciated the effort that Pepsi went to in sending these materials to me. Obviously they send the cans and promotional materials to myself and 24 other people because they thought we were ‘influential’ in the social media space, and that we would blog/twitter/podcast about this promotion, and hopefully in a favorable light… Now the problem for me is, I know I’m not influential to Pepsi drinkers, cause I don’t drink Pepsi (Dr Pepper here. Wouldn’t you like to be a Pepper, too?).

He goes on to suggest that his spot in the Pepsi 25 would have been better used on a loyal customer — someone who would have behaved as an evangelist out of love for the Pepsi product. Someone connected to others who also would talk about Pepsi and encourage purchases, and so on.

Pepsi 25 hit a dead-end with Mack.

As Duncan says, it’s not about influence, it’s about influence with the right people.

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8 Responses to “Right influencers and wrong influencers”

  1. Indeed, Barbara. It might have made sense to find out what Mack drinks before sending him the cola. Pepsi makes the classic mistakes of assuming a) they can influence by (effectively) bribery and b) that influencers always influence positively. In fact influencers can usually be mapped on a continuum of very positive to very negative.

    It pays do to some due diligence on the influencer community before engaging with them.

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    While conducting a background check on someone, especially for employment, it is important to inform the person, that you willl be doing
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    Animals aree also very popular, and you may be surrounded by your favorite pets
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    Banks and financial institutions generally conduct credit checks before sanctioning aany kind of
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    goals and current lifestyle, your trainer can design a program to meet those
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  7. All that you is requuired for you to do is book the flight
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    honeymoon; you will surely choose thhe air mode over other means of transportation as it is not
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    Upon landing, a prominent exit point was discovered where
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    entirely. You must be aware of choosing
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    your carry-on luggage. Many people take ttheir shoes ooff due to thee expansion effedt but leave them on for take off and landing.

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    have packed tthe right things, then you will definitely have means to kill
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    a light that best suits your needs.

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    thing is to keep your cool and just breathe.

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    Many web sites provide the space flight researcher with ample informatikon ffor school reports, Associated
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    that do not subject the researcher with a lot oof margin advertizing.
    You will also need to have the money to pay the fees
    right at the beginning. Thesee plains are availawble
    for download for many of the simulation gmes at either of the websites I mentionhed earlier, Simviation or
    Flightsim.

    They tell you nnot to make a sound and then they
    turn you around and you see ttwo men both pointing guns att you.
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    an upwards of $25,000 replacing the inflatabe chute he used to gget offf the plane.
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    the tragedy of 9/11 and those who proved themselves to be American heros that day,
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    While the first time maay seem a bit daunting to you,
    you will gradually get used to flying just as you would gradually get used to driving a car.
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    you are very likely to standby on an earlier flight,
    and arrive at your destination at a reasonable hour.
    One caveat: Using miles mmay carry a substantial charge. There aare experts that advocate this approach when flights do nnot have heavy
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