Capture The Conversation

2010 April

The Importance of Cultivating Your Influencers

Room 214, April 22, 2010

I’m at The NewComm Forum with a wide variety of interesting people who span the social web, including Tim Westergren of Pandora (on the day of a huge Pandora and Facebook announcement, nonetheless) and Dave Carroll of the infamous United Breaks Guitars. Today has been the day of conversations about the influencer: who they are, why they are important, and how to cultivate them.

I had a great conversation with Barbara French of Tekrati and (formerly) Influencer50 about understanding the layers of influencer identification. We both agree on the importance of identifying and cultivating relationships with not only the most influential of your followers but also the second, third and fourth tiers. This extended group, who could potentially be considered brand advocates (a distinction best left to another post), has the potential to drive significant growth in your organization.

A few great examples of well-cultivated influencer groups:

  • Maker’s Mark promotes brand advocates by inviting them into an Ambassador program which gives them personalized business cards and assigns their name to a cask in the distillery
  • We’ve all heard of the recent Nestle fiasco on Facebook. Some Greenpeace advocates attacked Dove’s Facebook page at the same time, but Dove’s cultivated supporters rose up and backed the brand, with very little involvement from Dove itself

Do you have any good examples to share?

Three Screens: What Supplements Your TV Viewing?

Room 214, April 8, 2010

I usually watch T.V. with a laptop on my lap. Not just to email and Facebook, etc., but to cross-reference, check IMDB, and add a layer of data to the T.V. I am watching. Because of the work we do at Room 214, I’m keenly aware of drive-to-web tactics within shows, and thus often scope out network websites to see the kinds of additional show-related content they are offering.

Everybody’s Doing It

Based on a Nielsen report on this concept of media multi-tasking, which is now often referred to as three screens (television, Internet and mobile), you can see that I am not the only person engaging in such behavior. I enjoy the distinction between Internet use while watching T.V and T.V. watching while using the Internet. If asked to prioritize, which one would you pick as the primary?

Nielsen Three Screens Report

Three Screens in Action

CH Viewing Habits

To dig a bit deeper, I pulled together a Crimson Hexagon filter that looks at T.V. viewing mentioned through Twitter. The act of Tweeting while watching T.V. constitutes just two screens, but I was interested in what else people say they are doing. The volume is fairly high. Over 1500 people, every day, are tweeting about this. Though almost 50% of people tweeting were simply stating that they were watching T.V., it was the 15% who were acknowledging their multitasking who I was most interested in.

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Accounting For The Three Screen User

The Twittersphere is conscious, or perhaps a bit self-conscious, about their multi-tasking. Plenty of people point out that they are both on Twitter and watching T.V., but plenty of people also point out that they are texting, networking, or on the web. So when you start to think about the impact of or buzz around a T.V. show, you need to take into account the online activities happening real-time around the television (or computer). This isn’t just opinions and reviews. This isn’t just email and Facebook distraction. This could be additional layers added on to a show, only available to those engaged in three screen habits. It’s worth considering the kind of content that YOU would want to consume to supplement your viewing, and also worth thinking about the new places you want to get T.V. content, whether that be information through Twitter or geo-located updates relevant to your favorite shows.

Additional Reading

Lots of people are talking about this, so I’ll suggest a few posts for further consideration.