Using influence

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Slides from Mike's presentation at the MassTLC Breakfast Seminar: Finding, Ranking and Tracking the Online Influencers Important to Your Business

Technology Business

Using Influence
MASSTLC PANEL | JANUARY 31, 2012

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 1

What Clients Ask

“Can you build us a blog?”

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 2

What Clients Should Ask

“Can you build us a blog
audience?”

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 3

promise of social media

SCALABLE INTIMACY

more intimate relationships than
are possible through traditional
media, at sufficient scale to
impact the enterprise.

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 4

enabler is worthwhile content

1. decide who you’re talking to.
2. listen to learn how you can help them.
3. deliver content that does so.
4. build a relationship over time.
5. ask for what you want.

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 5

content strategy

what target what you what serves
prospects need to your
want deliver interests

©2011
©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 6

essential functions

activation distribution and conversion

engagement outreach and participation

creation original content development

curation culling third-party content

listening monitor the conversation

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 7

Client Case Study: Vedant

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 8

every web site

or

island hub

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.

input keywords

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 10

top 25 influencers

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 11

influencers are dispersed

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 12

opportunity in relevance

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 13

Vedant Listening Station

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 14

thank you.
@miketrap

©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.

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Using influence

4. promise of social media SCALABLE INTIMACY more intimate relationships than are possible through traditional media, at sufficient scale to impact the enterprise. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 4

5. enabler is worthwhile content 1. decide who you’re talking to. 2. listen to learn how you can help them. 3. deliver content that does so. 4. build a relationship over time. 5. ask for what you want. ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 5

7. essential functions activation distribution and conversion engagement outreach and participation creation original content development curation culling third-party content listening monitor the conversation ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 7

15. essential functions activation distribution and conversion engagement outreach and participation creation original content development curation culling third-party content listening monitor the conversation ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 15

Using influence

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