I often advise companies to create a unique and compelling information resource as a component in their influencer marketing program. Here’s a fine example: PricewaterhouseCoopers’ work for the World Economic Forum and Davos 10 — the PwC KnowledgeConcierge.
The PwC KnowledgeConcierge pullsÂ together diverse facts and sources to convey a 360 degree view of the major topics being discussed at Davos 10.
It’s built on “FastFacts” — individual slides, each devoted to one aspect of a topic. Most are charts or other visuals. The FastFacts are grouped together, and this lets you consider the “whole” by looking at the “parts”.
The sets of charts don’t have an extra narrative nor do they need one: the slide titles and the charts themselves tell the story. Â And they do it in a compelling way.
PwC is able to present this range of facts because they keep an open mind about sourcing the FastFacts. Look closely and you’ll see that PwC draws from myriad sources: research companies, media, corporations, governments, public-private collaboratives, academia and non-profits.
Moral of the story: We all have unprecedented access to information - you, me, our influencers. Â If anything, we have access to too much information. You don’t need to create all the information you pass along to your influencers. You can be a value-added filter. Find the best information that’s out there and put it together in meaningful ways. You’ll still convey your point of view. You’ll just be using many voices to do it.