Register for the Think Influence panel: Influencers to Advocates

BarbaraEvents, influence, Influencer marketing, influencer relations, social media, Tekrati93 Comments

Social media has enabled business professionals to quickly grow large spheres of influence in targeted industries. These power users hold the key for marketers trying to gain access to their niche audiences. The question is how to identify who the key B2B influencers are, how do you rise above the noise to capture their attention, and how do you encourage … Read More

Register for the Bay Area Executives Meetup: Super Panel on Influence

Barbarainfluence, Influencer engagement, Influencer identification, Influencer marketing, social media2 Comments

Influencer marketing is progressing from too much hype and trial-by-fire programs to sensible strategies and accepted best practices. There’s no better time than today to re-fresh your thinking about influence — what it is, who has it, what roles it can play in business. I’ll be discussing these topics at next week’s Bay Area Executives Meetup in Mountain View, CA, … Read More

CloudNine PR: top media channels for reaching UK IT decision makers

Barbarainfluence, Influencer marketing, Public relations, social media1 Comment

Influencer marketing entails many aspects of public relations. Along these lines, CloudNine PR agency is sharing results of its bespoke study of how 300 IT chiefs in the UK prefer to access news and info about the IT industry. I’m quite surprised by 4 findings in particular: LinkedIn ties with vendor emails as a useful or very useful source for … Read More

The 3 tents of influencer marketing

BarbaraInfluencer marketing, influencer relations2 Comments

Influencers come in all shapes and sizes and from all corners of a market. It’s tempting to pigeonhole influencers based on their business cards. That’s why many companies maintain discrete influencer marketing programs and measurement systems for the influential press, analysts, customers, consultants, authors, regulators and so on. The trouble is, that’s no longer how the world works. Consider this … Read More

Mapping influencers to software purchase decisions on Enterprise 2.0

Barbarainfluence, Influencer marketing, influencer relations4 Comments

Here’s a way to raise the bar on influencer marketing and influencer relations efforts around Enterprise 2.0 software: map your influencers to Maslow’s Hierarchy of Enterprise 2.0 ROI, a model penned by Hutch Carpenter. Hutch, an exec with Spigit, coopts Maslow’s classic hierarchy of human needs for a 7-layer pyramid of Enterprise 2.0 benefits. Cost savings is at the bottom, employee … Read More

Silicon Valley influencer relations – join Richard Edelman on March 1st

BarbaraAnalyst relations, B2B, Branding, Consumer markets, Events, influence, Influencer marketing, influencer relations, marketing, Measurement, Public relations, Research, social media2 Comments

If you work in influencer relations in Silicon Valley, you want to be at the Churchill Club this Monday March 1st for an evening event featuring John Byrne, Richard Edelman, Paul Bergevin, Peter Diamandis and Frank Shaw. The event comes on the heels of the 2010 Edelman Trust Barometer, a global opinion leaders study mentioned in my last post. The Trust … Read More

PwC KnowledgeConcierge: blending expert sources for influencers at Davos 10

BarbaraInfluencer marketingLeave a Comment

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 pulls together diverse facts and sources to convey a 360 degree view of the major topics being discussed at Davos … Read More

How to attract influencers with influencers

BarbaraInfluencer engagement, Influencer identification, influencer relations5 Comments

Influencers are magnets. For example, we know that an influential keynote speaker is a sure-fire way to attract an audience. Yet, influencers are not simply intermediaries between us and our customers. They can also attract other influencers to our brands, our causes and our communities. Robert Scoble demonstrated this dynamic to me during the Supernova ’09 reception last month. I … Read More

Klout CEO: don’t confuse Twitter count with influence

Barbarainfluence, Measurement, social mediaLeave a Comment

How do you measure an influencer’s influence on Twitter? Social media guru Rich Baker (@richard_baker) offers up a great tip from Joe Fernandez (@joefernandez), CEO and cofounder of Klout.com: “The biggest mistake we see people make is confusing influence with follower count. Having a large number of followers is worthless if those followers are not engaged and paying attention to … Read More