The most important question about influence
It’s not about who has the influence.
The question is, influence on whom?
Most studies of influencers are lists of important or high profile people. Fair enough, except there is no discussion on the scope of their influence. What decisions are impacted by their influence? How can you tap into their influence? Are these influencers influencing my customers?
Here’s another example of a nicely researched and presented example, this time looking at the top 50 influential bloggers (allegedly). Have a look through, then count how many bloggers on list do you think are influencing your target market today. My prediction is, not many.
If you start Influencer Marketing by looking for people you think are influential you end up missing the point. It’s not for you to decide.
Instead, put yourself in the shoes of your customer. Who are they listening to? What do they read? Who are they following? My expereince is that you can only do this by asking them.
Otherwise, you’re just guessing, and probably guessing wrongly.
The question is, influence on whom?
Most studies of influencers are lists of important or high profile people. Fair enough, except there is no discussion on the scope of their influence. What decisions are impacted by their influence? How can you tap into their influence? Are these influencers influencing my customers?
Here’s another example of a nicely researched and presented example, this time looking at the top 50 influential bloggers (allegedly). Have a look through, then count how many bloggers on list do you think are influencing your target market today. My prediction is, not many.
If you start Influencer Marketing by looking for people you think are influential you end up missing the point. It’s not for you to decide.
Instead, put yourself in the shoes of your customer. Who are they listening to? What do they read? Who are they following? My expereince is that you can only do this by asking them.
Otherwise, you’re just guessing, and probably guessing wrongly.
Labels: blogging, influencers
posted by Duncan Brown at 11:11 am
3 Comments:
You've got it right:
And yet, many AR teams are using measurement tools that track a self-selected sample.
We've posted several times on measurements:
The AR pissing contest has started!
AR 101 series: Measuring Analyst Relations
AR manager in search of automated reporting
Sorry, meant to quote you:
"If you start Influencer Marketing by looking for people you think are influential you end up missing the point. It’s not for you to decide."
Hello aronaut,
Glad you agree on this, as on other things too.
Cheers,
D
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