I was flattered (and a bit surprised) when Hessie and Danny over at Jugnoo asked me to speak at Social Mix 2012.
We’ve been in conversation about the challenges around measuring the marketing effect of social media since we met. I guess I said something of interest.
So what did I speak about? My presentation was titled “Influence: Today and Beyond”.
When Hessie and Danny asked me to speak about influence I thought, “Either people are going to be excited about this or they are going to want to punch me in the throat.”
I hear from enough people to know that the market is fed up with the influence conversation but they know they need to be able to get their messages heard and acted upon in social networks.
The continuous challenges of influence
I started by talking about the unique challenges in leveraging social networks in relation to other well-known channels so you can clearly understand why social is different.
Today, influence is measured as a person’s ability to push information to a group of people.
There is some notion of aggregate response considered but this is only a small part of how information spreads across a network. The goal in my talk was to lay out key things you need to consider when looking for the “influencer”.
Then we moved beyond the current model. I touched on why we have to look beyond the current model and what we need to consider. Here’s the take-away:
Leveraging a social network for your business is much more than what we consider influence today. We need to have a bigger perspective in order to efficiently and effectively use these powerful platforms.
I received some thought provoking questions and encouraging feedback about the presentation. Thank you to all of you that reached out.
Thanks for the opportunity Jugnoo!
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