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

TechTarget acquires BeyeNETWORK, a channel for many BI influencers

BarbaraIndustry analysts, Influencer ranking1 Comment

Whenever you look for the purchase decision influencers in business intelligence (BI) and business analytics, you end up looking at the trade press. And there’s some noteworthy news on that front this week: media giant TechTarget announced that they’ve acquired the BeyeNETWORK properties and network of experts. TechTarget plans to leverage BeyeNETWORK experts to build out their footprint in BI … Read More

Meet Jackie Huba, Shel Holtz, Brian Solis, Dave Carroll and other social media/influencer strategy leaders on Weds April 21 at NewComm Forum in San Mateo, Calif.

BarbaraBloggers, Branding, Events, Influencer marketing, marketing, Public relations, social mediaLeave a Comment

NewComm Forum is a social media and influencer marketing event I always make a point of attending. This year, I’ll attend on Weds April 21st. Per my earlier post at Tekrati, I’m pleased to give you discount codes for both the 1-day package and full conference. Let me know if you’ll be there on the 21st. I’d love to meet … Read More

CRM/SFA guru Ginger Cooper shifts to mobile tech

BarbaraB2B, influencer relations, Sourcing advisorsLeave a Comment

One of the original CRM/SFA industry journalists-turned-advocates, Ginger Cooper recently took on a new role as Director of Business Development for Green Mobile Tech.  The company specializes in matching client companies with the best mobile solutions for their needs. In her words, “For end-user companies needing to purchase mobile hardware, we help them define their requirements and present them with the top options … 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

How One Influencer Uses Twitter: John Moore, Chilmark Research

BarbaraB2B, influence, social mediaLeave a Comment

Many tech industry influencers think of Twitter as little more than a vehicle for extending the reach of their opinions. However, Twitter offers more to influencers than a bigger audience. It can be an aide in strengthening expertise as well. Combining the two agendas — improving expertise and expanding reach — makes good sense. One influencer who’s doing this is … Read More

Identifying influencers by apparent importance vs. real trust

BarbaraB2B, Influencer identification, Influencer marketing, Research2 Comments

Solid research is the only way to cut through the chatter about identifying and prioritizing influencers for word-of-mouth marketing and other forms of influencer marketing. Mike Gotta (Burton Group / Gartner ) points out a just such a study, from the pharma industry. I like this study because it focuses on finding the hidden opinion leaders who drive the first … Read More