Influencer Marketing: where the chain of influence breaks

Word of mouth marketing works because the recommendation of a product or service comes from someone you trust or whose advice you have sought out. These people are your sphere of influence. However, a new study has shown some surprising results.

Nicholas Christakis of Harvard and James Fowler of UC San Diego have found that the ability of a person to influence another lessens greatly as degrees of separation mount; this probably doesn’t shock you. What is surprising, however, is that after the third degree of separation, there is no longer any evidence of influence.

Take this passage, as quoted from the Harvard Business Review:

A break in the chain of influence can ruin the viral campaign

“For example, the risk for smoking in a person connected to a smoker (that is, at one degree of separation) is 61% higher, on average, than would be expected as a result of chance. It is 29% higher if the friends of that person’s friends smoke, and 11% higher if the friends of the person’s friends’ friends smoke. By the fourth degree of separation there is no longer an increase in risk. To take another example, we have found that a person is 15% likelier to be happy if his or her friends are happy, 10% likelier if the friends’ friends are happy, and 6% likelier if the friends of those friends’ friends are happy.”

Its clear that WOM can only convert customers when that sphere is as close as 1 or 2 steps away. Successful viral marketing campaigns may have to be retooled to move beyond the break in the chain of influence. After a few degrees of separation, viral WOM waters down and may diminish in influence. Marketers will have to get creative to move beyond the inner circle.

The critical component will come in the finite tuning of position. A extremely targeted campaign that pushes cause related buttons will probably be the most effective.

Twitter location: Google’s Latitude can stay put.

What are you doing?

Many are wondering if Twitter will begin to integrate geo-location like Google’s Latitude.

If they are, then they have missed the point of Twitter.

I don’t care where you are, I care what you are thinking.

The relevancy of Twitter comes directly from it’s ability to facilitate conversation. Smart business people use Twitter to network. They tweet strategically. They know they must present value to be “followed”.

Tweets telling me that you are on the George Washington Bridge are irrelevant unless you are late to meet up with me. It’s the equivalent of people who tweet what they had for breakfast. I don’t care. “Spam, spam and eggs, spam, spam, spam, hash and eggs” – Some people’s Twitter streams are like a Monty Python skit. The problem is unless you know these people intimately; their life’s details are, frankly, boring.

Their mistake starts with the assumption that the minutia will somehow foster closer relationships. Connecting over daily drudgery does not create long lasting bonds. Otherwise, you would be best friends with the cashier you see every time you go to the grocery. You might develop a polite banter, but you will hardly be best friends unless you go out of your way to do so.

Effort is required. Real relationships demand that, at times, you “go out of your way.” That’s what builds the value. So, if you want to develop a strong network via Twitter, tweet strategically. Here are a few guidelines for a solid Twitter Strategy:

1.      Focus on a subject area. Tweet about your industry. Tweet about your company.

2.      Show thought leadership. Pick topics that are controversial, informative, or relational.

3.      Tie related subjects together and create some interest. Tell people why they need to know about them. Why are they important?

4.      Retweet significant posts to your audience.

5.      Have a voice that shows your style. Are you funny, cynical, friendly, outlandish?

If you begin to lose “followers” ask yourself what value you present, then focus your tweets around it. Your Twitter strategy should save time, keeping miscellaneous tweets to a minimum. A last word of advice: before you press send, ask yourself if it’s RELEVANT to your audience.

After all, if you really need people to know where you are all the time, perhaps you should just invest in an ankle bracelet. Then local law enforcement can “follow” you.

PR tips: how to prepare for a media interview

Small business owners and entrepreneurs understand the value of free publicity. Every Marketing Strategy and Marketing Plan should include public relations. Creating a public relations campaign that scores you interviews from the press is vital to Word of Mouth Marketing and bolsters any Social Media Plan.

My PR campaigns are often tied to current and relevant small business and internet marketing news. So when I wrote an article explaining the fallout from the credit crunch on small business owners trying to get funding, reporters came knocking.

If any journalist contacts you, be prepared. Luckily, when a journalist from Fortune Small Business Magazine contacted me, I knew enough to know I needed to prepare some talking points, but what other knowledge would I need to make the most of this opportunity?

I turned to my friend Joan Stewart, The Publicity Hound for help. Here is what she said.

Be aware of the type of media format the journalist is working for. Joan pointed out to me that my talking points for Broadcast media (Radio, TV, Podcast) would have a different edge than my talking points for print media. In a broadcast media situation, I would want to create sound bites that drove home my message. Broadcast media requires you to be clear and concise.

In this case, I am talking to a journalist from print media. Therefore, I am allowed a little bit more leeway to discuss my messages with the journalist.

To prepare, take these steps.

• First, you want to prepare a list of talking points. Create a key message. This message should align with both be reporters story and your angle.
• Next, you want to prepare three sub key messages that are interesting and relate back to your key message. Don’t however make the mistake of thinking that means your sub message is factual support for your key message or a repeat of it somehow. Your sub message needs to add value just as creatively as your key message.
• Create a list of tips for the reporter. Give references such as websites where readers or viewers can do further research.
• Have examples ready.

Before the interview closes, Joan listed questions I should be sure to ask the reporter.

1.      Do you need other sources?

2.      What other information do you need?

3.      Do you need a photo?

4.      Do you need a sidebar?*

5.      May I invite you to call on me in the future about these topics (insert your specialties here)?

In my case, I also wanted to make sure that the reporter would mention my website. So, I offered to make one of my relevant White Papers free to their readers with a password from the article. This drives traffic to my site, builds my list, and adds value for the reporter. This is one of my favorite Public Social Media tactics.

SIDEBAR: Sometimes reporters will have the space to do a “story within/related to a story”. This is called a sidebar. If you have a point that’s related to the story but would take a lot of space to explain, offer to write a sidebar for the reporter. Score some extra points!

Obama and social media: an integrated approach

President Obama understands what needs to happen after the sale. He’s already elected. Yet he is using social media in order to continue the brand experience.

Look at two recent emails that his transition team used to generate conversation and commitment on the part of his “customers” – We The People. The approach of the first email is to ask the receiver to Take A Look. The language is specific and pushes the known hot buttons important to maintaining his brand.

Take a look…

“to execute the most efficient, organized, and transparent transfer of power in American history. As a co-Chair for the Transition, I want to tell you about a few steps we’ve already taken to achieve this goal.”

Transparency…

Transparency is crucial to his success. Americans are starving for a credible leader to trust and transparency is the key element. You can make mistakes, but you can’t cover them up. If you want to continue to strengthen the relationship, your customer must believe that you know who they are, what they want and that you won’t pull any punches.

“that begins with shifting influence away from special interests and restoring it to the everyday Americans who are passionate about fixing the problems facing our country.”

Aren’t we all passionate about fixing the problems facing our country? Even if we aren’t, don’t we want to be? We want to belong. We want to be part of the tribe on the inside. Nobody wants to be outside with their nose pressed against the window. So, of course you are going to want to identify yourself as a passionate American.

“Opening up the Transition means listening to your ideas and stories and providing a window into how the process works.”

Change…

Taking control of the process lets the user participate in an empowered way. It allows the Warrior in us all to champion the cause. We can take action on our own behalf with the blessing of Obama the Ruler. The Warrior and the Ruler are classic archetypes that hold a heartfelt place in our psyche. We can identify with them, act on our role immediately and thus carry forth the brand that we voted for: change.

That change is facilitated by his use of social interaction on the web in his website http://change.gov. Obama knows that social media alone won’t build his brand. But, so far, as he takes his first steps since being elected – he shows us that he knows the value of social media marketing to dominate Internet Branding. Copyright 2008 Leili McKinley

Meet me @ the blog around the corner

take a virtual drink…

“So, 3 men walk into a blog…”

“A what?”

“A blog”

“Huh?”

“A blog”

“I don’t get it”

Neither do the big ad agencies

——————————————————

Sometime in the near future “walking into a blog” will make sense. I, for one, spend more time with friends, colleagues, peers, admirers, detractors, acquaintances and strangers discussing, debating, and conversing on blogs than anywhere else. You could say I do a lot of “virtual drinking”.

Of course having spent time in bars, I have come to notice some striking similarities. Walk through the swinging doors into your corner blog and you will encounter some characters. Perhaps you have met a few of these folks too.

The Blogaholic – He’s ubiquitous. Every blog you go to she’s there. He rambles, believing his diatribe invaluable. She shouts it at everyone she sees. The worst is when the Blogaholic owns the Blog.

Mr. Pick Up Line – He hits on everyone, with his spammy comments, hoping the law of averages pays off. One of these times, he figures, his line won’t end up in Askimet.

The Local Gang – Whoa Nellie! These people rule with intimidation. They hang out together. The conversational familiarity, Joint Ventures, work history or what have you point to multiple levels of connection. Lord help you if one hits on your blog with a comment and is rebuffed. The gang is offended. Retaliation ensues, perhaps subtly, perhaps not.

The Politician – He’s the self-styled Mayor of the place. He knows everyone and has a diplomatic manner. He comments on everything but seems to say nothing. You never really know his opinion, because he seems to know just how to side step an argument. His cultivated neutrality however, leaves you wondering.

The Flirt – She’s a wink and a nod kind of girl. Her comments smile at everyone. His stories sound a bit too good to be true. He’s very flash. It’s all window dressing though. They just wanted your attention, a quick hit of traffic. The minute you try to take the conversation to a deeper level, they’re gone.

The Blogtender – He appears on corporate blogs. A paid facilitator, his assures that everyone is drinking the Kool-Aid. He smoothes ruffled feathers, spouts policy, and occasionally tosses out a troublemaker. His number one priority is to make sure you are having a good time, so you will come back.

This is what puts the SOCIAL in Social Media. People are still people after all. And if you are using a blog for marketing then you must understand applied human psychology. It’s the foundation of interaction on the new frontier – the blogosphere.

Recognize your cast of characters. Speak to them. They are your repeat customers, no matter whether they are new to your blog or not. They serve a purpose. Great marketing starts here.

By the way, did I miss anybody you know? Copyright 2009 Leili McKinley

Creating Brand Evangelists

Customers now judge a company on experiential interaction, not just the simple benefits of a product or service. It’s not just an extension of the brand. The experience is the brand.

Dell Computers has been thrashed many times for subpar customer service. If you promise one benefit and deliver another, your brand loses value. If you project one set of values, and act on another, your brand is lost.

The experience leaves the customer confused. Unable to align with a set of values promised, the customer feels betrayed. The customer loses faith in the brand.

On the other hand, fostering the faithful with positive brand interaction produces evangelists.

The “evangelizing moment” of a customer is when they touch the soul of the company. They become “branded” aligning with the meaning of the company’s true purpose. Think of Apple providing Seekers (those in search of new adventure or experience) the ability to “Think Different”. It connects to the Seekers core value – to be unique and nonconforming.

That connection between the core values – the soul of the company and the soul of the customer – is why they evangelize. They have found a temple of core value at which to worship. It’s mythic. It’s epic. The brand becomes icon because it connects to the subconscious yearnings of the customer, imprinting on the brain. The pictured emotional experience becomes a conduit through which the customer can again be touched by those core values.

Those pictures and emotions then become language in the brain of the customer. And it’s the language of evangelism.

It’s simple. No soul, no brand.  So create your SoulBrand. Copyright 2008 Leili McKinley

advertising vs social marketing: the push and the pull.

the pull and the push…

When I try to explain to people the difference between the old way of marketing and the new paradigm in marketing, I compare it to the forces of push and pull.

The old method of advertising is interactive marketing. The term is misleading. Most people think it means that there is some type of interaction on the part of the person advertised to, and there is. But, it is not conversational. Instead, the advertiser wants you to interact with their campaign in a specific set of steps. Following the call to action and visiting a website for instance. It’s the push to make you do something. Live this image. Buy this now.

Social Media Marketing is just the opposite. It’s the pull of the tribe.  The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “l am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do.

While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not.

Companies that are at the forefront of this paradigm shift have demonstrated an understanding that creating and maintaining trust uses the power of attraction. People are attracted to people they like, want to imitate, respect and admire. The tribe will watch company actions. They will move to align with companies that earn trust acting on principles admired by the tribe. When the alignment becomes real enough for the tribe to “take ownership” of their experience with the company, they move from customer to brand evangelist.

This is the path to follow to create brand evangelists.

Personal Branding and Corporate Leadership: can they co-exist?

Company leaders often have strong personalities. They may even have an established personal brand. But how does their personal brand effect the strategies of the company, and the management style to implement them? Is there a conflict? Can a CEO take a company down with ineffective personal brand management?

If the foundation of brand functionality resides in consistent, effective, and convincing communication about the goals, intentions, and objectives of the company, then a leader whose brand value is at odds with these foundational elements will certainly negatively impact any company, large or small. To create a sense of cohesion between both personal and corporate brand, the leader must understand the “soul” of the company and their own “spirit of leadership.” Buy in will only occur if these two are in alignment.

Take the case of Anne Mulcahey.

What would you do if the company you work for were 18 billion dollars in debt facing imminent bankruptcy with debtors dragging you to court and your boss quits?

Well you might choose to run from the obvious train-wreck. But, Anne Mulcahey is different. Anne chose to step up. She became CEO of Xerox and faced doubters, debtors and critics head on. In a few years she cut the debt in half, raised revenue, and inspired her company’s employees, customers and vendors.

How?

In the words of Bill George, Harvard Business School Professor, she is an authentic leader. She leads from her own “true north”. She understands the purpose of her leadership. She is also conscious of the “true north” of the company, it’s soul, so to speak. She understands the entelechy of the company. She knows where the two intersect and where she can add value.

Authentic leaders lead with very consistent values, from the heart as well as the head. They exemplify courage, compassion and empathy. They focus on building long-term relationships. Her brand is consistently reinforced through those relationships, pushing messages of co-operation and cohesion. She adds value to the company brand.

Authentic leaders know they must empower those around them. Their job is to inspire. They KNOW that the personal brand value they add must be in alignment with the corporate brand of the company. CEO’s and the leaders of companies today must make an effort to “consciously brand” their company. Because adding value is more than just adding ideas, personality, and motivation, it’s about creating something people can believe in, something with a “soul.”