Friday, March 27, 2009

Understanding Influence - Part II: Seven Beliefs

Yesterday we blogged that social media has fundamentally changed the world of marketing. Marketers can no longer consider that they are the exclusive owners of their brand—because brands exist in the minds of their consumers. While social media empowers those consumers and enables them to actively participate in the conversations that define their brands.

To grasp the scale of this monumental change, “Understanding Influence – Part I” offered a brief historical perspective on marketing influence. Part II picks up with the brand conversations that social media bring. And how, by participating in the dialog, you can influence it.

1. Influence begins with listening, really listening.

Put yourself in a social situation. A group you’d like join is conversing. What do you do? First, you listen. Why? To get a feel for the tone of the conversation and see where you fit in. It’s the same in social media marketing.

Your first order of business should be to see who is talking about your brand and what your audience is saying. Identify the followers and the influencers—who, by the way, will not all be customers. These free tools will help you automate the listening process.

  • Google Reader – Tracking all the people who are talking about you is easier if you aggregate them into a few places. Use Google Reader to search for anyone talking about your brands and gather their RSS feeds.
  • Google Blogsearch – Use Google Blogsearch to take snapshots of brands and subjects of interest. Say your business is solar energy. Blogsearch can show you not only who's talking solar, but who else is talking about helping customers go renewable through the same method--power purchase agreements--as you.
  • Google Alerts – After you've found the people who are talking use Google Alerts to automatically email you updates of the latest results.
  • Twitter Search – Keep track of relevant Tweets. Who's talking about Velveeta, right now?
  • Delicious – Use Delicious save all your bookmarks online, share them and see what other people are bookmarking. The site’s search and tagging tools let you see the most popular bookmarks being saved across your areas of interest.
  • Feedburner and Feedcompare.com – By sending your RSS feeds through Feedburner you can easily track your blog subscribers. Use Feedcompare to graphically contrast your Feedburner subscriber numbers with others.
  • Technorati – The self-proclaimed, “most comprehensive source of information on the blogosphere,” Technorati indexes more than 1.5 million new blog posts in real time. It also ranks them by “authority,” the number of blogs linking to a website over the last six months.

If you need more detailed metrics and reporting, several services can take your listening to a professional level. Their websites will do a far better job of explaining what they do.

2. Influence is not control

As tempting as it may be to jump right in and control a conversation, especially if it’s not going your way, attempting control is not the best strategy. Social media has customs. You have to be willing to give up the illusion of control left over from Mass Market era-thinking.

A funny thing happens when you surrender control. You actually become more powerful. Athletes will tell you that their best performances come when they “let go,” and get, “in the zone.”

Think what happens in a conversation when someone monopolizes it or makes it all about themselves. If you’re like me, you duck out as quickly as you can. If you want to be around to influence the conversation, you need folks to stick around.

3. Influence is built on authority

Want to have greater authority? Write greater content. It’s that simple—and difficult.

Worry less about chasing authority rankings. Worry more about posting unique and relevant content that reflects your brand and builds the brand experience. That’s what’ll keep your audience interested. And bring them back again and again.

Need help with your writing? Check out “How to Write Great Blog Content” by ProBlogger and follow Copyblogger whose blog focuses on writing great content.

4. Influence is built on relationships and sense of community

Say you’re looking for a restaurant. Who are you more likely to be influenced by: A close friend? Or, a complete stranger? The answer is obvious.

A recent Harvard Business Review study, “The Dynamics of Personal Influence” by Nichlas A. Christakis, finds that “although a person may be connected to other people by six degrees of separation, he or she is influenced only by those up to three degrees away.”

The more people talking about your brand, the more first, second and third-degree relationships you have. And the greater your potential influence. Creating a sense of community—a place—for your customers to gather and talk about your brand allows you to extend those close relationships.

Fan pages can create a hub for brand conversations. You’ll quickly learn what your customers love. And what they hate. You’ll also empower your customers to advocate for your brand.

5. Influence is built on honesty and trust

Trust is incredibly valuable—and fragile. Relationships are built on trust. So it follows that the more trusted you are, the greater your potential influence. Consistency is important. Read, “When Trust Breaks” by Amber Naslund of Altitude Branding.

If you want to have an influence, strive for honesty, humanity and humility in your all your social media communications because they build confidence—and trust—in you and your message.

6. Influence means being responsive.

Bad word of mouth can go viral almost instantly. You need to stop rumors and news about poor product performance or service before they spread.

When you blow it. Admit you’re wrong, apologize and fix the problem. Here, your actions will speak louder than words. And help regain lost trust.

Social media gives you the tools to listen, build positive relationships and a sense of community and provide trust-building opportunities that can help carry you through and resolve the inevitable trouble spots.

7. Influence is more powerful when it’s fully integrated

Those who say, “advertising is dead,” are just as off base as those who ignore social media. It’s not the medium. It’s the brand message and experience. Consistently delivered. At all points of brand contact.

Go and influence better

The aim of this two part series was to provide a perspective for understanding the value of social media in a marketing context. And to help you understand the components of influence. Effective influence—and marketing success—depends on going where your consumers are and joining them in the brand conversation.


Blog content: ©2009 Paul J. Hydzik. ALL RIGHTS RESERVED.

__________________

Paul Hydzik grows brand value. As a brand marketer and award-winning creative leader, Paul has more than 15 years of experience driving business success from start-ups to blue chips. His strategic resume covers all aspects of B2B and B2C branding from go-to-market to consumer insight to identity development and all forms of marketing communication.

43 comments:

  1. Paul,

    Really enjoyed this post. I think one of the more important points you made is up near the start; sometimes, the people you are reaching out to aren't ever going to be your customers.

    In today's business world, your customers aren't the only ones that influence your brand. Sometimes, creating fans of your business *practices* can be as powerful as any other kind of endorsement, and the best way to empower those evangelists is to let them know you're paying attention.

    You're right, too, that it's not the medium that's completely flawed. Our delivery system - and the intent behind it - is what's changing today.

    Cheers, and thanks again.

    Amber Naslund
    Director of Community | Radian6
    @AmberCadabra

    ReplyDelete
  2. Nice stuff dear. Thanks for sharing it. I found informative stuff on commercial solar ppa & solar panel installation company. I hope, you like it.

    ReplyDelete
  3. Yahoo mail is an web based email service. Yahoo mail service can be accessed through different devices including computer, tablets, smart phones, and more. Users with a valid Yahoo account can sign into Yahoo com to access the features of Yahoo mail. A smile web browser can be used to sign into Yahoo.com. Users can also download Yahoo app to their mobile phone and login to their account. yahoo mail sign in

    ReplyDelete
  4. buy smart carts online. Organic Smart Carts are the high potency distillate free from any solvents. If this product was accurate with its claim. smart carts

    ReplyDelete
  5. Leading online upscale fashion boutique in London for women's outerwear. Selecting designers such as Canada Goose, Mackage, Rino & Pelle and ... Bandolier

    ReplyDelete
  6. Stonersdankshop established in 2016 in United States has been the best vape shop exporting vape products online to most vape shops in USA and to vape ... < california honey carts

    ReplyDelete
  7. At V P Associates Chartered Certified Accountants and Tax Advisor Accountant services, East Grinstead, West Sussex, we more than just respond to your need.
    Tax Advice

    ReplyDelete
  8. 7 Coolest Offices in California

    When you first heard the word office? What is the first thing that comes into your mind?

    You must be wondering that offices only mean white walls, dark doors, and white cubicles.

    These were the days of the Grey that now has been gone.

    Nowadays, many companies invest their money in the interior of the offices because it’s truly said, “You should love the space where you work”.

    ReplyDelete
  9. seo fastest

    SEO has never been easier with this new and exclusive SEOFASTEST SEO Planner Tool.
    Just drag and drop your favorite packages into the calendar and hit the order button!
    No multiple order processes anymore! Buy backlinks with a click of a button!

    ReplyDelete
  10. seo fastest

    SEO has never been easier with this new and exclusive SEOFASTEST SEO Planner Tool.
    Just drag and drop your favorite packages into the calendar and hit the order button!
    No multiple order processes anymore! Buy backlinks with a click of a button!

    ReplyDelete
  11. Spending a few minutes with them can also help you overcome loneliness
    Best Sex Doll : https://www.uloversdoll.com/best-sex-doll.html
    On the one hand, they can provide you with the ultimate sexual experience, on the other hand, you can also have lunch, lunch or dinner with them to say goodbye to loneliness. Go grab your silicone adult Male Sex Doll now! !
    Real Doll: https://www.uloversdoll.com/real-doll.html
    With the pursuit of sex dolls, this design can help them install heartbeat and temperature adjustment devices, that is, if we click the button on his body, he can also determine the frequency of sexual behavior. And different bed calls or road and chest temperature will rise.
    Male Sex Doll : https://www.uloversdoll.com/male-dolls.html
    Of course, in order to better live with Best Sex Doll, people also make sex dolls smart, that is, some sex dolls are informationized and have smart devices that can be used to have simple conversations with them. human nature.
    WM Dolls : https://www.uloversdoll.com/wm-dolls.html
    These days, all of us are living in stressful lives, and the lives of people who are single or have unhealthy relationships get worse. This is mainly because they always feel that they lack a good life partner. It is difficult for them to explore the pleasing world of sexual pleasure, and therefore, they will not have spiritual confidence. They always want to experience an unforgettable sex life, but they simply can't do it.

    ReplyDelete
  12. This comment has been removed by the author.

    ReplyDelete
  13. dog supplement, Are you a cat or dog owner looking to maximize nourishment for your furry family members? As a pet parent, you naturally strive to provide your pets with the best lifestyle options available

    ReplyDelete
  14. gogoanime



    GogoAnime - Watch anime online in high quality for free. Watch anime subbed, anime dubbed online free. Update daily, fast streaming, no ads, no registration ...

    ReplyDelete
  15. gogo anime

    GogoAnime - Watch anime online in high quality for free. Watch anime subbed, anime dubbed online free. Update daily, fast streaming, no ads, no registration ...

    ReplyDelete
  16. Autoankauf Auf der Suche nach einem seriösen Autoankäufer in NRW sind Sie bei uns genau richtig. Wir garantieren Ihnen eine sichere und seriöse Abwicklung rund um den Autoankauf in NRW.

    ReplyDelete
  17. Autoankauf Auf der Suche nach einem seriösen Autoankäufer in NRW sind Sie bei uns genau richtig. Wir garantieren Ihnen eine sichere und seriöse Abwicklung rund um den Autoankauf in NRW.

    ReplyDelete
  18. bokep indonesia Bokep Indo, Bokep Barat, Bokep Asia, Bokep Gay, Bokep Semi.

    ReplyDelete
  19. jandamovies Bokep Indo, Bokep Barat, Bokep Asia, Bokep Gay, Bokep Semi.

    ReplyDelete
  20. BREAKING POLITICS

    Home · technology · Best Development Tools for Mobile Apps in 2020 · online shop for CBD products · The Ultimate Car Pre-Purchase Inspection Checklist to ...

    ReplyDelete
  21. If you desire to grow your knowledge just keep visiting this web page and be updated with the latest posted here
    12v rechargeable lithium battery pack

    ReplyDelete
  22. kissanime.ru The best place to watch dub and sub anime online and absolitely for free - KissAnime. With over 10000 different animes - KissAnime is the best source for anime ...

    ReplyDelete
  23. kissanime The best place to watch dub and sub anime online and absolitely for free - KissAnime. With over 10000 different animes - KissAnime is the best source for anime ...

    ReplyDelete
  24. indian visa for british citizens Thisare a private website offering our users online application services which include assistance with their application for Electronic Travel Authorization for travel to India. 

    ReplyDelete
  25. globalspoint Donec eleifend tortor a nibh dictum pellentesque. Donec congue turpis at commodo euismod.

    ReplyDelete
  26. voyance telephone espoir. I would like to say that this blog really convinced me to do it! Thanks, very good post.

    ReplyDelete
  27. best oil filled heater If you want to know some latest technology information, or try to figure out which product is best for you, I believe you will find this website useful. The idea for

    ReplyDelete
  28. prognósticos apostas desportivas As apostas em task o tipo de competições desportivas possuem uma longa tradição, embora em alguns países sejam consideradas ilegais ou estão cheia de polêmicas

    ReplyDelete
  29. indian visa for us citizens Applying for the Indian e-Visa is basic and direct. You need to apply in any event 4-7 days before the date of your entrance into the country. You can fill the application structure for it on the web and make the installment utilizing the money of any of the 135 nations whose cash is permitted

    ReplyDelete
  30. Chauffeur Service Istanbul MyChauffeurDrive's essential target is to interface individuals around the planet with proficient escorts all through Norhtern America, Europe, Oceania, Asia and a portion of the nations in Africa and South America

    ReplyDelete
  31. Canada Visa Questions Som en del af sin fælles aftale med USA om bedre sikring af begge landes grænser startede Canada fra august 2015 og fremad Visumfritagelsesprogram for visse lande, der er fritaget for visum hvis borgere kunne rejse til Canada ved i stedet at ansøge om et elektronisk rejseautorisationsdokument, der er kendt som eTA for Canada

    ReplyDelete
  32. cleanmypc patch download CrackAll is a big platform for our users who are searching on the internet for some free software with serial key or crack as well as website templates and products reviews etc

    ReplyDelete
  33. best touchless soap dispenser When the presence sensor detects anything below it, the sensor will give a signal to the solenoid valve to let the water flow out. But, as soon as the presence sensor detects the absence of that object

    ReplyDelete
  34. best filterless humidifier The possibility of 10TechPro struck a chord while having conversations about innovation items with companions. 10TechPro is a tech channel that gives tech items and audits on the ground. We help individuals in controlling the best

    ReplyDelete
  35. toptan gıda More than 3000 product types are now in your pocket! Open the Play Store application on your Android phone, search for "Kupa Gıda" or "Kupagıda" ... Review In Detail.

    ReplyDelete
  36. discord furry server Discord Home. DiscordHome is a discord listing website, find discord servers and communities here! You can advertise, hire, post resumes and find partners for your discord server. DH deems itself as the home of discord where you can explore amazing and useful resources for all your discord and server needs. We are not affiliated with Discord!

    ReplyDelete


  37. This beautiful puppy is all up to date on shots & dewormings and comes with a health guarantee and a starter kit including a bag of food, wee-wee pads, and a toy. Like all the rest of our puppies, it is healthy, happy and almost fully potty trained to use the potty pads.

    ReplyDelete
  38. I admire this article for the well-researched content and excellent wording. I got so involved in this material that I couldn’t stop reading. I am impressed with your work and skill. Thank you so much. portable toilet rental singapore

    ReplyDelete
  39. This is highly informatics, crisp and clear. I think that everything has been described in systematic manner so that reader could get maximum information and learn many things. portable toilet rental singapore

    ReplyDelete
  40. We have sell some products of different custom boxes.it is very useful and very low price please visits this site thanks and please share this post with your friends. high dofollow backlinks

    ReplyDelete