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PR insight, social media & thought leadership - from The PR Coach http://www.theprcoach.com
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The Fight for the Future of Influencer Analytics | Jay Baer

The Fight for the Future of Influencer Analytics | Jay Baer | Public Relations & Social Media Insight | Scoop.it
Klout and Kred use single score influence metrics that are comprised by many data points. A new crop of software provides channel-specific scores-Which is best?

 

Big news last week as Klout announced a significant overhaul of its influencer identification platform. Several new features are being rolled out to improve accuracy and add transparency to the much-discussed and oft-maligned system....

 

I’ve said this before, and I’ll keep saying it. The biggest problem with this entire field of inquiry is that it often confuses “influence” and “audience”....

 

If you believe channel influence is important, there is an emerging and expanding crop of analytics companies that provide excellent insight into the situation....

 

[Must-read for public relations and social PR strategists via @JayBaer - JD]

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How To Make Your Message Stick Infographic

How To Make Your Message Stick Infographic | Public Relations & Social Media Insight | Scoop.it
A great infographic about how to make your message stick. This is perfect for any budding social entrepreneurs trying to figure out how to convey their ideas to potential funders, partners, employees,...

 

LOVE this infographic! It's all about using storytelling and story elements to make your content stick. The infographic makes perfect sense, is easy to read and understand, and is right on!

 

Keep this one handy and refer to it often :)) I know I will be using it in my classes and workshops.


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Influence: I Do Not Think It Means What You Think It Means | Business 2 Community

Influence: I Do Not Think It Means What You Think It Means | Business 2 Community | Public Relations & Social Media Insight | Scoop.it
Most of us are in love with the idea of influence.

 

Some time back, Malcolm Gladwell came up with an easy to understand model of influence. It seemed to resonate with many of us who are deeply immersed in the web and have seen, first hand, the apparent randomness of online sentiment and human digital behaviour. His book, The Tipping Point took its lead from Stanley Milgram’s principle that we are all only separated by six degrees – suggesting that within a network, the “hub” or “connector” plays a vital role in the transmission of information across that network.

 

I have always viewed this theory with scepticism – preferring the strength of weak ties model popularised by Duncan Watts. It’s a shame in a way, as the Gladwell model – the Tipping Point – is easily articulated and understood, while Watts’ approach is more complicated, random and difficult to apply in the real world. Yet, even a casual glance at the social media landscape will show you just how difficult it can be to boil “influence” down to a single factor or variable. Klout has tried it as have PeerIndex and Kred – and there are dozens more on the horizon offering different versions, metrics and tools that attempt to measure the chaos of our behaviours and patterns of indifference.

 

Ultimately, when it comes to influence, I keep returning to one important point –> it’s not about influence, it’s about trust. And until we, as business leaders, as marketers and as publishers of information and content, understand this, we will continue to dance around the real issue....

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KDPaine's PR Measurement Blog: Measurement of Influence may be even more misunderstood than engagement

KDPaine's PR Measurement Blog: Measurement of Influence may be even more misunderstood than engagement | Public Relations & Social Media Insight | Scoop.it

...There are four key criteria for determining who is influential to you stakeholders online:

- Frequency. How often are they writing about topic
- Relevance, i.e. are they writing about topics that are relevant and interesting to your stakeholders, are they producing content that is interesting to them.
- Resonance – do stakeholders find the content interesting enough to forward, share, like or retweet?
- Trust – do people actually trust the information that those influencers are putting out there...

 

[An excellent look at online influence, measurement, evaluation and monitoring from KD Paine - JD ]

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Want To Be A Better Public Speaker? Do What The Pros Do (Stories!)

Want To Be A Better Public Speaker? Do What The Pros Do (Stories!) | Public Relations & Social Media Insight | Scoop.it
For leaders at all levels, being an effective public speaker is essential for success. Here are some tried-and-true tips from the pros to help you raise your game.

 

I like this article because from the very beginning the author talks about how to give a fabulous presentation using story skills. Like -- "begin with the end in mind" and "simplify your messages" and "tell your personal stories."

 

She gives solid advice about things to remember to connect with your audience, how to avoid the perils of PowerPoint, and how to avoid sameness.

 

Good tips and insights all. And I've only mentioned a few. I wish more speakers took these ideas to heart. 

 

Read the article and get the rest of the goodies!

 

This review was written by Karen Dietz for her Just Story It Scoops at www.scoop.it/t/just-story-it ;


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The Abominable Influencer

The Abominable Influencer | Public Relations & Social Media Insight | Scoop.it

...PR and marketing types alike dream of the influencer, the person who will trigger an online contagion (a.k.a. viral event). They desperately look for that powerful personality who will become their brand hero.

 

Finding the ultimate influencer eludes marketers in spite of modern theory. Regardless of measurable influence tools like Klout or the not so revolutionary definition of the influencer as someone who inspires action, today’s influencer theories and approaches still fail to identify the online bezerker....

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Using Klout and social scoring for sales and marketing teams | Mark W Schaefer

Using Klout and social scoring for sales and marketing teams | Mark W Schaefer | Public Relations & Social Media Insight | Scoop.it
Can you use Klout to help the effectiveness of your sales and marketing teams? Here's a test case.

 

One of the things I have been interested in is examining practical applications of Klout and social scoring to an internal enterprise.

 

If you are unclear about social scoring systems and what they attempt to measure, it might be useful to start with this blog post about Why Klout Matters. Like a credit score, let’s assume that companies like Klout, Kred and Appinions are beginning to measure something that correlates to an individual’s social media effectiveness.

 

I had an opporunity to test some of these ideas last week when I conducted a social influence workshop with a global services company in the UK....

 

It was nothing short af a revelation to these top executives. Here are a couple of observations.

 

[Valuable read on influence and social measurement - JD]

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Impact of Influence study touts surprising findings | Cision Blog

When it comes to media outlets and platforms, there are an abundance of options to get one’s word out, but where should you start – and more importantly...

 

– which medium does your market trust the most?According to the Canadian Council of Public Relations Firms, traditional media sources still reign king, with newspapers leading the pack....

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Who Do You Want Your Customers to Become? A better biz story

Who Do You Want Your Customers to Become? A better biz story | Public Relations & Social Media Insight | Scoop.it
Right answers to wrong questions virtually guarantee failure. Innovators betting on "out of the box" thinking or "faster, better, cheaper" innovation paradigms for success all too frequently find themselves — and their customers — disappointed.

 

Hey folks -- this is a pivotal article about biz storytelling. Why??

 

Because it addresses the most neglected aspect of effective business storytelling -- the story about the future that you and your customers/clients are creating together.

 

What I love about this article is its twist -- the level of biz storytelling these days is mostly focused on how to authentically share stories about your products/services, people, or founding to capture the hearts and minds of propsects and build loyal customers. That is OK as far as it goes.

 

But there could be more. Way more.

 

Instead of asking, "What do our customers want [and how do I share a story about that]?" how about asking, "What do our customers want to become [and what is the story I can share about that]?" What a fundamentally different -- and better -- question!

 

Org story advice for crafting 'Future Stories' is typically "Write a newspaper article about your company 5 years from now & the awards you are receivng" or some such version of that. Not bad. But there could be more -- way more.

 

When we start asking ourselves the questions posed in this article, whole new worlds start opening up. 'Future stories' are really about the future we are creating together with our customers/clients -- it is the call to be part of something bigger than ourselves.

 

Go read this article -- quickly! You will be glad you did because it will get you to fundamentally shift how you think about and share about your business, and the stories you tell about it.

 

And if you need a really great example of a company doing this, then check out this latest Nike video. 

http://www.cbssports.com/olympics/blog/eye-on-olympics/19654085/video-nikes-new-olympics-ad-greatness-is-for-all-of-us ;

 

And if you want to review a written form of this, then check out my Manifesto on my website. The Manifesto is still a work in progress, but you will get the idea. http://www.juststoryit.com/FutureStory ;

 

Enjoy this short article -- its insights, questions, and a different kind of conversation we can have about business storytelling.

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


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How accurate is Cision’s top 50 PR/marketing blog list? | Arik Hanson

How accurate is Cision’s top 50 PR/marketing blog list? | Arik Hanson | Public Relations & Social Media Insight | Scoop.it
A couple weeks ago, I'm sure you noticed Cision published a list of the top 50 PR and marketing blogs.

 

These kinds of lists are a dime a dozen–I should know, I create a bunch of them. But, this one had a bit of process behind it as Cision used its proprietary Cision Influence Ratings to create the list. I would imagine that tool takes some kind of algorithm of unique visitors, comments and social scoring into consideration before giving a blog one of the “scores” we see in the list (note: I have never used the Cision tool).


But, what I didn’t see the last couple weeks was a lot of discussion about this list. If this list had come from an independent blogger (like me, for example), I probably wouldn’t bat an eye. When it comes from an organization like Cision, I take a closer look.


So, I took a closer look. Here’s what I found in terms of facts....

 

[An interesting look at influencers by Arik Hanson - JD]

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Targeting Influencers in the Sea of Social Media | Beyond PR

Targeting Influencers in the Sea of Social Media | Beyond PR | Public Relations & Social Media Insight | Scoop.it

Influencer targeting is one of the cornerstones of the agile engagement framework.  To learn more about how to make agile engagement work for your organization, download our free white paper, The Dawn of Agile Engagement....

 

[This terrific infographic speaks for itself - JD]

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Why Online Influencer Outreach is Overrated | Jay Baer

Why Online Influencer Outreach is Overrated | Jay Baer | Public Relations & Social Media Insight | Scoop.it
Online influencer outreach is a big part of the social media playbook, but we confuse audience and influence, and overlook advocacy. Here's how to reconfigure.

 

Trying to convince online influencers to tweet, blog, instagram, or pin nice things about your company is the post-modern version of celebrity endorsement, but with less impact.
 

Public relations firms and/or in-house communication apparatchiks take the same concepts and mechanics of celebrity endorsement and bring them online, using Klout scores in lieu of celebrity Q scores, and blogger ID software like Group High in place of Hollywood agents.

 

The idea is that once drafted into the cause and compensated in some way, online influencers will spread the word in social media to their acolytes, increasing sales for the brand. But these programs often prove ineffective at driving behavior beyond social chatter.

 

There are two reasons for this....

 

[Jay Baer offers great insight into REAL online influence - JD]

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Changing the Conversation in Your Company [via stories]

Changing the Conversation in Your Company [via stories] | Public Relations & Social Media Insight | Scoop.it

In our experience, it's rare for a diverse group of headstrong Executive Education participants from around the globe to agree on anything. Our research has shown that more and more leaders — from organizations that range from computer-networking giant Cisco Systems to Hindustan Petroleum, a large India-based oil supplier — are using the power of organizational conversation to drive their company forward.

 

I love this article! Why? Because it reframes leadership, organizational change, and employee engagement as a conversation. Finally!

 

The authors don't directly mention storytelling, but if you are going to have a meaningful conversation, you know that storytelling is going to be a part of it.

 

Actually, promoting conversational storytelling is what I've practiced for years in my org development work. And it's a natural for anyone connected into business storytelling.

 

This notion fits perfectly with the emerging recognition that stories -- and stories told in conversation -- are the path to change, effective leadership, and engagement.

 

I like the research the authors shared, also. This article lays the foundation for where and how to engage in conversations/storytelling that make a difference. And don't forget to read the comments at the end of the post -- there's lots of good info there, too!

 

Enjoy this different perspective. 


Via Karen Dietz, janlgordon
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Karen Dietz's comment, May 30, 2012 9:53 PM
Hey thanks for re-scooping this Jan! Hugs to you. Hope you had a wonderful weekend at the Cape :))
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What Your Klout Score Really Means | Wired

What Your Klout Score Really Means | Wired | Public Relations & Social Media Insight | Scoop.it

Last spring Sam Fiorella was recruited for a VP position at a large Toronto marketing agency. With 15 years of experience consulting for major brands like AOL, Ford, and Kraft, Fiorella felt confident in his qualifications. But midway through the interview, he was caught off guard when his interviewer asked him for his Klout score. Fiorella hesitated awkwardly before confessing that he had no idea what a Klout score was.


The interviewer pulled up the web page for Klout.com—a service that purports to measure users’ online influence on a scale from 1 to 100—and angled the monitor so that Fiorella could see the humbling result for himself: His score was 34. “He cut the interview short pretty soon after that,” Fiorella says. Later he learned that he’d been eliminated as a candidate specifically because his Klout score was too low. “They hired a guy whose score was 67.”...

 

[Hmmm. Do you have clout or Klout? - JD]

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Key Insights from Altimeter’s Digital Influence Report – The Buzz Bin

Key Insights from Altimeter’s Digital Influence Report – The Buzz Bin | Public Relations & Social Media Insight | Scoop.it

By Priya Ramesh (@newpr) Last week Altimeter's principal analyst, Brian Solis released the Digital Influence Report to help us understand the tenets of digital influence marketing; how to identify individuals with a social capital to increase word-of-mouth for your brand and ultimately measure their impact or “digital influence” on your maketing efforts....

 

So this report from Brian Solis definitely helped affirm some of our hesitations to use certain software applications that claim to measure “influence” and strengthened our understanding of how to best leverage some others. I have tried to summarize what I think are some of the key learning points from a digital measurement perspective....

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