using influence
DESCRIPTION
Slides from Mike’s presentation at the MassTLC Breakfast Seminar: Finding, Ranking and Tracking the Online Influencers Important to Your Business.TRANSCRIPT
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©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
Using InfluenceMASSTLC PANEL | JANUARY 31, 2012
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What Clients Ask
“Can you build us a blog?”
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©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 3
What Clients Should Ask
“Can you build us a blogaudience?”
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promise of social media
SCALABLE INTIMACY
more intimate relationships than are possible through
traditional media, at sufficient scale to impact
the enterprise.
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©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
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.
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what target
prospects want
what
serves your
interests
what you need to deliver
content strategy
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essential functions
distribution and conversionactivation
outreach and participationengagement
original content developmentcreation
culling third-party contentcuration
monitor the conversationlistening
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Client Case Study: Vedant
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©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
every web site
island hub
or
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input keywords
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top 25 influencers
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influencers are dispersed
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©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
opportunity in relevance
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Vedant Listening Station
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essential functions
distribution and conversionactivation
outreach and participationengagement
original content developmentcreation
culling third-party contentcuration
monitor the conversationlistening
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©2012 HOLLAND-MARK. ALL RIGHTS RESERVED.
thank you.@miketrap