Do Influencers Or Customers Buy Your Products?


TOPIC QUESTIONS
Q1) Can a 'influencer' with 500 followers be as influential as someone with 500,000?
Q2) If context is so critical to understanding influence, do tools such as Klout have value? To whom?
Q3) How can we migrate from 'influencer' programs to 'advocate' programs?
   Event Details
Event Date:
     2011-05-17
Event Time:
     12PM - 1 PM EST
Participants:
     60
Tweets:
     791


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Moderator
matt-ridings.jpg
Matt Ridings
twitter:
web: http://www.techguerilla.com
BIO: Matt Ridings is a cultural technologist investigating the sociological, psychological, and cultural impacts that technology has and will have on business dynamics. He is the founder of MSR Consulting, a referral only consultancy offering relationship marketing and managed services to progressive organizations worldwide. He is a leader in developing advanced social media programs based on behavioral analysis and a developer of social media integ ...more
Filter out Re-tweets
  • In 30 minutes , brings his game to our #socialmedia tweetchat. Stop in & influence us. #sm111
    Posted by: - 05/17/2011 11:33:01 AM
  • 30 mins from #socialmedia chat w/ details www.hashtagsocialmedia.com/blog follow #sm111 -going to be really influential
    Posted by: - 05/17/2011 11:33:02 AM
  • In 30 minutes , brings his game to our #socialmedia tweetchat. Stop in & influence us. #sm111
    Posted by: - 05/17/2011 11:34:04 AM
  • Smart guy, should be a good one RT : In 30 minutes, brings his game to our #socialmedia tweetchat #sm111
    Posted by: - 05/17/2011 11:37:01 AM
  • get your lunch & settle in w/ 4 2days #socialmedia tweetchat. Topic is Do Influencers Or Customers Buy Your Products? #sm111
    Posted by: - 05/17/2011 11:52:01 AM
  • 10 mins to smackdown on #socialmedia Influencers. Join the convo follow #sm111
    Posted by: - 05/17/2011 11:54:02 AM
  • RT : 1 min to smackdown on #socialmedia Influencers. Join the convo follow #sm111
    Posted by: - 05/17/2011 12:01:02 PM
  • Ha, two windows open and neither one is up to date. This should be interesting to try and keep up with :) #sm111
    Posted by: - 05/17/2011 12:02:15 PM
  • Folks let me welcome todays #socialmedia tweetchat host- get set for a fast moving hour. #sm111
    Posted by: - 05/17/2011 12:02:15 PM
  • Pleasure to be here with all these smart folks Marc #sm111
    Posted by: - 05/17/2011 12:03:26 PM
  • looking froward to this #sm111
    Posted by: - 05/17/2011 12:03:26 PM
  • To get us started, let me begin with a couple of items to set the stage and keep us on track #sm111
    Posted by: - 05/17/2011 12:05:05 PM
  • bring it...:) #sm111
    Posted by: - 05/17/2011 12:05:09 PM
  • Smackdown ready! #sm111
    Posted by: - 05/17/2011 12:05:10 PM
  • hold on tight, kiddo! :) #sm111
    Posted by: - 05/17/2011 12:05:10 PM
  • We all agree to type s...l...o..w..l..y RT : 2 windows open; neither up to date. This should be interesting #sm111
    Posted by: - 05/17/2011 12:05:10 PM
  • go! #sm111
    Posted by: - 05/17/2011 12:06:12 PM
  • Ready! Going to try to keep up, at least... #sm111
    Posted by: - 05/17/2011 12:06:12 PM
  • Ready? #sm111
    Posted by: - 05/17/2011 12:06:12 PM
  • b) For purposes of this chat I define 'influence' as instigating a desired result. #sm111
    Posted by: - 05/17/2011 12:06:12 PM
  • a) For purposes of this chat I'm speaking from a marketers perspective. #sm111
    Posted by: - 05/17/2011 12:06:13 PM
  • To get us started, let me begin with a couple of items to set the stage and keep us on track #sm111
    Posted by: - 05/17/2011 12:06:13 PM
  • bring it...:) #sm111
    Posted by: - 05/17/2011 12:06:13 PM
  • Smackdown ready! #sm111
    Posted by: - 05/17/2011 12:06:13 PM
  • hold on tight, kiddo! :) #sm111
    Posted by: - 05/17/2011 12:06:13 PM
  • We all agree to type s...l...o..w..l..y RT : 2 windows open; neither up to date. This should be interesting #sm111
    Posted by: - 05/17/2011 12:06:13 PM
  • A1: Someone with 50 followers could have greater influence, depending on context and relationships. #sm111
    Posted by: - 05/17/2011 12:07:25 PM
  • A1. Yes, yes they can. If you have 500k followers who don't give a damn about what you say, you're not influential! #sm111
    Posted by: - 05/17/2011 12:07:25 PM
  • Is #sm111 running? I'm barely seeing any tweets?
    Posted by: - 05/17/2011 12:07:26 PM
  • no. give me the numbers if we're talking marketing... #sm111
    Posted by: - 05/17/2011 12:07:27 PM
  • A1 Sample size is irrelevant. 500 can be just as influential as 50000 #sm111
    Posted by: - 05/17/2011 12:07:27 PM
  • RT : b) For purposes of this chat I define 'influence' as instigating a desired result. #sm111
    Posted by: - 05/17/2011 12:07:32 PM
  • Q1. Can a ‘influencer’ with 500 followers be as influential as someone with 500,000? #sm111
    Posted by: - 05/17/2011 12:07:33 PM
  • go! #sm111
    Posted by: - 05/17/2011 12:07:33 PM
  • Ready! Going to try to keep up, at least... #sm111
    Posted by: - 05/17/2011 12:07:33 PM
  • Ready? #sm111
    Posted by: - 05/17/2011 12:07:33 PM
  • b) For purposes of this chat I define 'influence' as instigating a desired result. #sm111
    Posted by: - 05/17/2011 12:07:33 PM
  • a) For purposes of this chat I'm speaking from a marketers perspective. #sm111
    Posted by: - 05/17/2011 12:07:33 PM
  • To get us started, let me begin with a couple of items to set the stage and keep us on track #sm111
    Posted by: - 05/17/2011 12:07:33 PM
  • bring it...:) #sm111
    Posted by: - 05/17/2011 12:07:33 PM
  • Influence is less about numbers than relationships, context, strength and relevance of recommendation, and consistency. #sm111
    Posted by: - 05/17/2011 12:08:44 PM
  • What? You don't do as Ashton tells you? :) #sm111
    Posted by: - 05/17/2011 12:08:44 PM
  • RT : A1: Someone with 50 followers could have greater influence, depending on context and relationships. #sm111
    Posted by: - 05/17/2011 12:08:44 PM
  • id prefer to take my chances with a half a million people. we are talking about Twitter right? #sm111
    Posted by: - 05/17/2011 12:08:44 PM
  • Absolutely, if the 500 were earned vs. being "bought" (lame) #sm111
    Posted by: - 05/17/2011 12:08:45 PM
  • A1: Definitely, if the 500 followers are very targeted to your demographic. #sm111
    Posted by: - 05/17/2011 12:08:45 PM
  • Having 500k followers doesn't make you influential. Motivating people to take action (of some sort) does. #sm111
    Posted by: - 05/17/2011 12:08:47 PM
  • A1 Testimonial by person in this chat w/500 flwrs does more 4 me than 1 by Ashton Kutcher #sm111
    Posted by: - 05/17/2011 12:08:47 PM
  • A1. Sure, depending on the qualities, demographics, interests, needs etc. of the 500 and the 500K. #sm111
    Posted by: - 05/17/2011 12:08:47 PM
  • A1: Someone with 50 followers could have greater influence, depending on context and relationships. #sm111
    Posted by: - 05/17/2011 12:08:47 PM
    • Load 20 More
Moderator
Ha, two windows open and neither one is up to date. This should be interesting to try and keep up with :) #sm111
Pleasure to be here with all these smart folks Marc #sm111
To get us started, let me begin with a couple of items to set the stage and keep us on track #sm111
Ready? #sm111
b) For purposes of this chat I define 'influence' as instigating a desired result. #sm111
a) For purposes of this chat I'm speaking from a marketers perspective. #sm111
To get us started, let me begin with a couple of items to set the stage and keep us on track #sm111
Q1. Can a ‘influencer’ with 500 followers be as influential as someone with 500,000? #sm111
Ready? #sm111
b) For purposes of this chat I define 'influence' as instigating a desired result. #sm111
a) For purposes of this chat I'm speaking from a marketers perspective. #sm111
To get us started, let me begin with a couple of items to set the stage and keep us on track #sm111
Q1. Can a ‘influencer’ with 500 followers be as influential as someone with 500,000? #sm111
Ready? #sm111
b) For purposes of this chat I define 'influence' as instigating a desired result. #sm111
So reach doesn't matter? :) #sm111
So reach doesn't matter? :) #sm111
Agreed, I segment between 'mass influencers' (the common understanding) and 'contextual influencers' #sm111
Agreed, I segment between 'mass influencers' (the common understanding) and 'contextual influencers' #sm111
A mass influencer is relevant as a point of reference/awareness, e.g. 'maybe I'll need that one day #sm111
A mass influencer is relevant as a point of reference/awareness, e.g. 'maybe I'll need that one day #sm111
A contextual influencer is relevant at the point of need, e.g. a plumber when sink is clogged #sm111
A contextual influencer is relevant at the point of need, e.g. a plumber when sink is clogged #sm111
Reach is 'relatively' easy to define, it's why we gravitate to it. It's just inadequate. #sm111
Exactly, it's what I call contextual relevance. #sm111
A mass influencer is relevant as a point of reference/awareness, e.g. 'maybe I'll need that one day #sm111
A contextual influencer is relevant at the point of need, e.g. a plumber when sink is clogged #sm111
exactly right #sm111
So, Contextual needs vary from day to day, moment to moment, so how can you be there at the point of need to exert influence? #sm111
Reach is 'relatively' easy to define, it's why we gravitate to it. It's just inadequate. #sm111
exactly right #sm111
So, Contextual needs vary from day to day, moment to moment, so how can you be there at the point of need to exert influence? #sm111
Can we agree that influence requires trust, and that trust is earned or borrowed? #sm111
exactly right #sm111
So, Contextual needs vary from day to day, moment to moment, so how can you be there at the point of need to exert influence? #sm111
then a prior relationship *before* the point of need would be critical to optimizing success yes? #sm111
So if you haven't established a prior relationship, are you as effective at that point of need? #sm111
Can we agree that influence requires trust, and that trust is earned or borrowed? #sm111
Agreed for the most part, thus a need for a trusted relationship prior to point of need. (see Q3 in a min.) :) #sm111
Q2. If context is so critical to understanding influence, do tools such as Klout have value? To whom? #sm111
So let's move it forward then to a more divisive question... #sm111
Agreed for the most part, thus a need for a trusted relationship prior to point of need. (see Q3 in a min.) :) #sm111
Q2. If context is so critical to understanding influence, do tools such as Klout have value? To whom? #sm111
So let's move it forward then to a more divisive question... #sm111
definitely #sm111
Q2. If context is so critical to understanding influence, do tools such as Klout have value? To whom? #sm111
So let's move it forward then to a more divisive question... #sm111
It may surprise everyone to learn that I use them, and others, frequently #sm111
Tools (such as Klout) are never the issue. It's how you choose to use them. Marketers are lazy #sm111
These influence scores should be a *starting* point for questions, never a place to end your research. #sm111
I am more influential than ? is more influential than me? In what ways? Why? #sm111
Contextual relevance is critical to understanding. "Swimming can be fun, or a means of not drowning". #sm111
These influence scores should be a *starting* point for questions, never a place to end your research. #sm111
I am more influential than ? is more influential than me? In what ways? Why? #sm111
I would argue they are completely objective, but we use them as relative measures subjectively #sm111
If you have too large a pool of 'prospects', then applying influence scores to help narrow down that pool is useful for example. #sm111
ok, now I'm hungry for donuts, thx for that #sm111
ok, now I'm hungry for donuts, thx for that #sm111
There's a specific type of influence that achieves those things, it's called *advocacy*. #sm111
So let's put a few things together. You need influence at the point of need & you need prior trust.... #sm111
There's a specific type of influence that achieves those things, it's called *advocacy*. #sm111
So let's put a few things together. You need influence at the point of need & you need prior trust.... #sm111
More like 'advocates are your best influencers' #sm111
Glad you asked :) #sm111
More like 'advocates are your best influencers' #sm111
What you want is to foster a pool of advocates. Provides scale, at point of need, prior trust, and proven drivers of action #sm111
What you want is to foster a pool of advocates. Provides scale, at point of need, prior trust, and proven drivers of action #sm111
The problem is advocate programs are hard, take time, consistent upkeep. So what? Success is supposed to be easy? #sm111
The problem is advocate programs are hard, take time, consistent upkeep. So what? Success is supposed to be easy? #sm111
I've run shotgun campaigns with 'mass influencers', they suck as drivers of action. Conversions are embarrassing. #sm111
I talk about it a lot actually :) Typically through programs on competitive manipulation #sm111
That isn't necessarily wrong. Direct reach, and extended reach can be very different. #sm111
I talk about it a lot actually :) Typically through programs on competitive manipulation #sm111
Disagree. If my influence in whatever area has established trust/credibility then it matters. #sm111
That isn't necessarily wrong. Direct reach, and extended reach can be very different. #sm111
I talk about it a lot actually :) Typically through programs on competitive manipulation #sm111
In response to some of my methods. See post here on 'Hunter/Gatherer Programs' http://bit.ly/dpxRrJ #sm111
PeerIndex, BlogDash (for blogs), interesting work at StlIndex to add geo layer to context, etc. #sm111
Lots of diff types of advocacy. Explicit and implicit. If I say I use 'x' product I am not advocating, but you chk it out #sm111
Long story short. Influence measures can be a starting point, but human analysis provides the insight. Insight=Success #sm111
Long story short. Influence measures can be a starting point, but human analysis provides the insight. Insight=Success #sm111
Long story short. Influence measures can be a starting point, but human analysis provides the insight. Insight=Success #sm111
Damned skippy :) #sm111
yes, they can be as influential #sm111
As we close in on the hour. Seek advocates not 'influencers'. Context is critical. If it's easy you're doing it wrong. #sm111
You don't have to be a "person of influence" to be influential. ~Scott Adams #sm111
Thanks to everyone for your time, my god that went quick. #sm111
1:1 sounds great, but it doesn't and can't scale #sm111
Thanks Joe, hope it was worthwhile #sm111
was my pleasure, now i think i need a nap #sm111
about 'seeking honest reviews' vs 'advocates' #sm111
you too chris #sm111
thx for the great questions #sm111
thx for joining ,have a great trip #sm111
i have failed in my mission then :) #sm111
you seem to treat them as one or the other? why? #sm111
to put it more simply, why would you *not* seek out advocates? #sm111
No, the *creation* of advocates is organic, utilizing them most effectively is not #sm111
Delivering product/service of such value to instigate advocacy should be organic imo #sm111
no, you're guessing :) #sm111
keep in mind, i'm restricting my pov as I stated to marketing functions #sm111
from a mktg acquisitionperspective i need advocates 'in the field' not on platform where customers already proliferate #sm111
and those actionable results are many factors greater than traditional 'influencer marketing' #sm111
exactly. and by identifying and fostering them you influence their level of advocacy #sm111