How do you influence the digital influencers? What is influence, anyway? And if you can rally influencers to your side, cause, brand or point of view, what’s the best way to approach the task? What can realistically be achieved? And how do you measure results.
There’s no dearth of talk about online influence, but until now there’s been precious little actionable advice. With the publication of my colleague Brian Solis‘ new research report, “The Rise of Digital Influence,” (it’s subtitled “A ‘how-to’ guide for businesses to spark desirable effects and outcomes through social media influence), marketers are provided with frameworks and action plans to get both strategic and tactical in their approach to effectively harnessing the elusive, but oh, so desirable impact a community of influencers. Brian helpfully defines digital influences as, “the ability to cause effect, change behavior, and drive measurable outcomes online.”
A feature of this research of particular interest is a long, hard look at the tools that purportedly measure influence, e.g. Klout, Kred, and PeerIndex. Based on game mechanics (and people all to ready to game the system), I’ve looked on these tools with suspicion, particularly after Klout listed me as influential on the topic of the Calgary Flames (maybe you’re aware they’re a hockey team, but I had to google it). Do these new services that capture social media scores equate to influence? No, says Brian – but that doesn’t mean they’re not useful. “The measure here…is not influence or the capacity to influence, but instead visibility with the possibility of causing effect.”
The report contains an Influence Framework as well as an Influence Action Plan to help brands and their agencies identify connected consumers and to define and measure digital influence initiatives via an included step-by-step process. Vendors in the influence metrics space are also compared, feature-by-feature, in a helpful grid.
“The Rise of Digital Influence” is a watershed in digital influence. It’s going to stop airy-fairy conversation about “influencing influencers” dead in its tracks and instead supplant vague and aspirational jargon-laced talk with substantive, strategic processes.
And, like all Altimeter Group research, the report is available to read and to share under Creative Commons. Thanks for passing it along if you find it helpful.
Cartoon credit: NewYorkComputerHelp.com