Understanding Influencers: The Presentation I Couldn't Give at Dreamforce 2012

I was at Dreamforce when the call came in. Charlie, my father-in-law, had passed away in our home, which he’d shared with my family and me for the last 9 years. I’d finished moderating one panel, but I was slated to do a presentation two days later. Of course, I did what 100% of us would do: notified the folks at Salesforce that I had to cancel and headed to the airport to make my way home.

My friends at Salesforce and Radian6 were fantastic about it and the time at home with my family was more important than any work.

But as life returns to the new normal and I return to my desk, it occurred to me that I have this full talk I’d developed just for my presentation, “Understanding Influencers and Building Influencer Engagement.” With the magic of our blog and tools like Present.Me, I figured I should spend a few minutes recording the presentation in the hopes of helping someone doing research on the topic.

Five Approaches to Influencer Engagement

In the presentation, I’ll discuss the 5 approaches to influencer engagement and how to handle each:

  1. The Home Run
  2. 2nd Tier Blogs
  3. Buy the Posts
  4. Mail the Lists
  5. A Thousand Bites at the Apple

I’ll also talk about why 2 of the approaches above are terrible wastes of time that can damage your brand, despite the fact that bad PR firms continue to use them regularly.

Presentation on Understanding Influencers

I recommend you watch it in full screen mode and click the button in the lower right hand corner that makes my head smaller and the slides bigger.

What did you think? Agree? Disagree? Have a question? Let me know in the comments.

2 Comments
  • Rolando Peralta
    Posted at 05:32h, 17 October

    I am sorry to read about your loss.
    But, this is a really great presentation, Jim. Influencers topic is quite an important topic. I work building customers and users communities since 2005, and I’ve been learning from communities since 2002, and influencers are key in our work, specially when we make any word of mouth research worldwide.
    It’s too late this year, but I hope you can visit us in Central America next year for this event: http://www.NewMarketing.me
    Your insight would be really appreciated by our audience.
    Best regards,
    @RolandoPeralta

  • Rolando Peralta
    Posted at 05:32h, 17 October

    I am sorry to read about your loss.
    But, this is a really great presentation, Jim. Influencers topic is quite an important topic. I work building customers and users communities since 2005, and I’ve been learning from communities since 2002, and influencers are key in our work, specially when we make any word of mouth research worldwide.
    It’s too late this year, but I hope you can visit us in Central America next year for this event: http://www.NewMarketing.me
    Your insight would be really appreciated by our audience.
    Best regards,
    @RolandoPeralta

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