• http://dannybrown.me/ Danny Brown

    Hey there Chuck,

    Thanks a lot for allowing me to share my thoughts, sir – loved the questions and a topic that I think is only going to continue to stir discussion and thoughts on where it’s headed, and where it needs to head.

    Thanks again, sir.

    • http://twitter.com/creativeoncall Chuck Kent

      I appreciate you taking the time for a detailed interview – and I’m glad to see a robust discussion here.

  • Damo Cross

    I find the concept of fast track influence quite annoying, a bit like buying friend with sweets in the playground. I partly see influence as respect between who you engage with.

    • http://dannybrown.me/ Danny Brown

      Great analogy about the playground, Damo, considering much of the social scoring Perks and Rewards are gifts in order to curry favor for a brand. Like you say, mutual respect and long term advocacy should be the goals.

  • http://twitter.com/markmulholland Mark Mulholland

    Real influence is going to come from people whose character and knowledge you trust based on your personal experience with them. It won’t be dependent on likes or paid reviews. I just saw a great conversation on facebook of parents talking about what are the best options for baby strollers. I would trust this group’s opinion more than Justin Bieber’s. By the way, why can’t I link to a conversation on facebook?

    • http://dannybrown.me/ Danny Brown

      Indeed, mate, which brings us to the micro influencer level, and the context in which these discussions are happening. A generic score and a mass approach to influence may get you a small idea of who you should be approaching – but then that thing called human psyche comes into play, and things get more complex.

  • http://www.bilal.ca/ Bilal Jaffery

    True influencer marketing should never be easy aka just about macro nor generic (loved the terms Danny) factors, in fact, people on social networks are influenced by their micro networks more than macro networks. Our trust factor is much higher within the micro networks. Of course, one can strategically plan to utilize each sub-net to ensure that message gains maximum velocity. Rightly so. But true organic activity starts within the micro hubs.

    • http://dannybrown.me/ Danny Brown

      Completely agree, Bilal, and as you’ll see when the book’s released, the micro influencers, as well as the situational factors around them, are key. Looking forward to continuing the conversation.

  • http://twitter.com/HowieGoldfarb HowieG

    If you haven’t read their book, read it.

    The real question is why are you doing an influencer campaign in the first place? To be cool and hip? To hopefully save money by having a bigger ROI than traditional aid media? Can you not afford paid media? Is it part of a multichannel integrated marketing/advertising campaign? Is it a campaign at all vs a sustained effort?

    For medium and small businesses identifying your to 100 happy customers and engaging them deeper will have a bigger impact than finding 10,000 strangers with Klout/Influence who don’t know your brand.

    The blogger campaigns with the fuzzy credibility that doesn’t work. If my relationship with a blogger is such that they have no problem lying to me, I bet my reciprocal relationship is just as shallow.

    Perfect Example I use a lot of recipes online. If Yoplait ot Dannon etc had a blogger I get recipes from promote a recipe with Yogurt from those brands, if it sounds delicious I am going to make it…..with Chobani.

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