When one goes slowly and with imagination through a list of influencers, reading about their passions, studying their proclivities, observing the vicissitudes of mood and opinion in their social stream…a story emerges and forms about that individual, about their market sector and about the customer in that sector. And it is such stories that form the basis of potent marketing campaigns, the focus of which is to grow awareness of YOUR product/service.
Social objects (photos, tweets, posts) mediate the ties btwn people…& are the reason why people affiliate w/specific others.~Jyri Engeström
I have been working lately on building specific social networks, pre-populated with members from other social networks that share very specific qualities. The work has been arduous but very interesting. After going through the Thousand True Fans process I outlined a few months ago, I have been working on discovering shared social objects (photos, tweets, posts) WITHIN tight-knit social groups.
The emergence of object-specific social networks is truly staggering. The World Wide Mind is merely a lobby in which conscious beings stand and peer out into the seemingly endless depth of mash-ups possible. A site like http://www.shelfari.com/ or http://www.last.fm can be divided into countless strata, specific networks bound together through shared love of social objects (books, quotes from books, fragments of poetry, songs, music videos, concerts).
A social network like StumbleUpon is a window INTO social objects and is organized around popular social objects. The genres within StumbleUpon ARE social networks unto themselves. http://www.stumbleupon.com
I was recently approached by a branding wizard to create a list of influencers related to a specific country. Related to the needs, desires, fears and problems within that country. As part of this work, I am assembling not only a list of influential individuals and organizations (tweeters, bloggers, offline influencers) BUT ALSO a list of social objects (photos, videos, music, tweets, blogposts) that tie the countrymen together, or could tie the countrymen together.
It’s about Influential individuals and organizations. AND it’s about the social objects that have held (and could hold) the attention of the populace.
A DEFINITION: “A True Fan is defined as someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can’t wait till you issue your next work. They are true fans.” ~Kevin Kelly, The Technium
“In the entertainment area, there are members of the hardcore fan base.
The equivalent of the guys who will camp outside of an Apple store to get the new iPhone.
On the innovation curve, these are the fanatics.
The more interesting group is the one immediately to the right of the fanatics.
The ones who move you across the chasm and into the mainstream world of the “early majority”
These are the ones who need to be identified.
Because these are the real influencers.
Fanatics are important in the entertainment world.
Is this equally so for other industries?
The fanatics are important …. but the “visionaries” are crucial.” ~Peter Economides, FelixBNI
“For example, let’s say you launch a Facebook campaign to get 1,000 “likes” for your brand page. You make your goal of 1,000, but what’s to say those people will attend your event or even visit the page at a later date? You have to offer them something of value in order to create a social consumer. That social consumer might then provide feedback on the event and even influence peers to attend. Figure out what your audience wants, and give it to them — over and over. You have to give them a reason to both connect and come back.”~Brian Solis, Altimeter Group
A PROCESS: A THOUSAND TRUE FANS as derived VIA KEY INFLUENCERS
1. TWITTER SET-UP AND BRANDING: Set up a non-branded Twitter account for market research purposes related to specific customers (ie. – Tourism, Hotel, Restaurants, Art, Fashion). Value: This will be our “window” into the Interest Graph.
2. KEY INFLUENCER IDENTIFICATION & FOLLOW: Identify 1000 Key Influencers using Listorious (http://www.listorious.com) AND Research.ly (http://research.ly). Follow these 1000 influencers in the non-branded Twitter account. Value: Know the Social Influencers related to your vertical market, customers and competitors. Connect to them for realization of sales goals, event opportunities and growing awareness in regions/communities you may not have penetrated. Grow the network around the customer for the purposes of connection, sales and marketing.
3. CSV FROM TWITTER (with 3rd Party Tool): Download a CSV from Twitter (with a 3rd Party Twitter Export tool like Export.ly – http://export.ly).
4. CSV TO FLIPTOP (or other tool): Upload CSV of Twitter account to Fliptop or another tool to discover influencers’ locations ACROSS The World Wide Mind (http://www.theworldwidemind.com). Value: (a) I get to see where my influencers are in other social properties AND (b) I get to hear and see what they are messaging about.
5. FOLLOW THE INFLUENCERS IN FACEBOOK, LINKEDIN AND OTHER SOCIAL PROPERTIES: We will translate our findings into actual friends in the social networks and begin the process of connecting with these friends. Value: Influential friends in the Social Graph that we have discovered via the Interest Graph.
6. TWEET CREATION/COPYWRITING: Turn entire corporate site, blogposts and other collateral into tweets. The goal here is to get around 150 tweets for scheduled posting. Also, derive and mash-up content BASED UPON current and trending conversations WITHIN The World Wide Mind. Value: Influencers who follow you will become aware of what you offer and interact with you on this. Note: for a non-branded research account, we can copy-write industry and niche-related tweets.
7. TWEET SCHEDULING: Schedule these tweets in Social Oomph – (http://www.socialoomph.com). Value: This will be pre-scheduled so you do not have to keep tweeting (the tweeting will be automatic).
8. KEY INFLUENCER CONTENT SUMMATION: Summarize what the 30-50 top influencers are saying in the Twitter accounts. This would be “culled” from their latest 100 tweets. Value: This is a very powerful option, that will give branding teams insight into what top influencers are talking about.
9. KEY INFLUENCER ENGAGEMENT: Engage and nurture relationship with Key Influencers. Results sought: (a) Getting the Key Influencer to follow you back (b) Getting the Key Influencer to re-tweet, share or post a message originating from you (c) forming a business partnership with the Key Influencer for mutual benefit and the benefit of the customer (customer-centric business).
• How do I choose the right social media monitoring tools?
• What are best practices for social media monitoring for enterprise-level
business intelligence specifically?
• What are best practices for social media monitoring for small businesses specifically?
• How do I measure social media engagement?
• How do I measure social media ROI?
• How do I extract context AND meaning from social media data?
• How do I identify key influencers in social networks?
• What is the value of sentiment detection, trending and analysis?
• How do I use social media monitoring for reputation and brand management?
• What is the relationship between social media monitoring and social CRM?
• How can we use all this data?
• What are the best social media monitoring tools for specific goals or intended outcomes?
• Where and how can I find my customers in social networks?
• How do I get started with social media monitoring
• How do I build my own social media monitoring service? What is sentiment trending?
• How do I monitor sentiment and benefit from the insights this provides?
• How can I identify influencers and build valuable relationships with them?
• How do I measure the success of my social media marketing campaigns?
• What types of media or geographic markets are monitored by social media monitoring tools?
• Which tools have the most accurate and contextually correct sentiment analysis?
• Which tools have the most accurate methodology for discovering location of conversations?
• Which tools are better at gleaning quality tweets AND distilling tweets from large volumes of tweets?
Gathering intelligence to inspire meaningful and actionable social programs is priceless. ~Brian Solis
To listen well, is as powerful a means of influence as to talk well, and is as essential to all true conversation. ~ Chinese Proverb
The best salespeople are great listeners – that’s how you find out what the buyer wants. ~ Spencer Johnson and Larry Wilson
TARGETED RESEARCH + CREATIVE STRATEGIES = SUCCESSFUL ONLINE MARKETING AND SELLING!
Web monitoring tools offer business developers and marketers CRITICAL INTELLIGENCE on where the major audience(s) for a product/service reside in cyberspace and in the physical world. Audiencecounts.com is a website where a 3-tiered competitive intelligence solution is offered. The solution provides online intelligence in regards to where a client’s major audience (major conversations, major communities and key influencers) currently resides in social media/web properties in an accessible format for the non-technical user.
Whereas there currently exist numerous web monitoring solutions available that offer access to this information, there are few services that offer a SIMPLIFIED version of the intelligence ALONG WITH TARGETED STRATEGIES on how to use the intelligence. We offer a simple final format that has TWO sections:
YOUR AUDIENCE: Where your Audience is (based on keywords submitted by the client). This is presented in a Top 25 format in each category:
In social media properties
YOUR STRATEGIES: Strategies for the social web that offer basic preliminary strategy/tactics on: (a) establishing a presence, (b) entering the conversation, (c) becoming a leader in the conversation and (d) monetizing tips. Advanced strategies for specific needs related to your organization.
How does this work?
1. Using keywords and keyphrases, we use a combination of sophisticated social monitoring tools to discover the key influencers, major online communities and highest populated conversations about your product/service/brand.
2. We compile a report of these top audiences for your product/service/brand AND give you strategies for accessing and monetizing these relationships and conversations. Remember, a conversation IS a community AND a selling opportunity. Read more here on the Top 10 Reasons to Listen from Radian6, one of the world’s premier social intelligence solutions.
3. We deliver this report to you for your use.
What do I do with the report and strategies?
The key influencers, major discussions and largest groups/networks identified around your brand/product/service indicate fabulous starting points for getting the word out/participating in the conversation about your offering. The strategies tell you how to do it.