Paul Konikowski, CTS-D, LEED Green Associate
Paul Konikowski, CTS-D, LEED Green Associate, BS in Computer Engineering from Georgia Tech. Paul has proven experience in audio / video systems integration, consulting, distance learning, information technology, houses of worship, telepresence, recording, streaming, broadcast, rentals, and staging. His passions include sustainable design practices, unified communications, AV/IT convergence, and social media. For more information please email email@example.com or call 415.690.8812
Hint: It’s Much More Than A Number!
Guest bloggers Gaelen O’Connell and Melinda Venable are Principals at Social Scouters, a new consulting firm that creates influence marketing and social media programs for startups, non-profits, and corporations.
Tools for measuring a person’s level of digital media influence are more abundant than ever, but are they comprehensive? We don’t think so, and many industry leaders seem to agree. While these tools can slice and dice quantitatively to give you a general sense of one’s reach and engagement abilities, most don’t cover qualitative aspects of influence.
We believe influence largely depends on mutually beneficial relationships, credibility and trust. Qualities like these motivate people to listen to what someone is saying, internalize their advice and take actions that benefit a company’s bottom line. Influencers make these things happen. There’s nothing wrong with people who inspire fans or followers to take more superficial actions (likes, retweets and comments, they’re all great for generating awareness), but influencers go beyond the surface to help a company develop new leads, sales and stronger user adoption. To say we can truly call someone influencer without knowing how they contribute to a company in these respects isn’t painting the whole picture.
One can use analytics systems (via trackable codes and links), etc. to track how individuals directly motivate people in their online networks to try, buy or adopt products – but first you have to narrow down who’d make the best candidates for this further analysis.
Based on our experiences creating influence marketing programs (and teaching others how to do the same), here are some qualitative things to look at when you’re prospecting for influencers. Take them into consideration in addition to any quantitative data you gather elsewhere:
Find out who your trusts your prospective influencer. Look at who engages with them on a regular basis and the quality of those interactions. Is there evidence the prospect’s fans or followers agree with opinions he or she has shared? Have the fans and followers confirmed they’ll take specific actions recommended by your prospect to learn more, try or buy products/services?
Find out who your prospective influencer trusts. Look at who the prospect links to in his or her blog roll, reference in tweets, recommends in Twitter Lists, tags in Facebook statuses and pages liked.
Observe your prospective influencer’s interactions. Do your prospect’s relationships appear mutually beneficial? Can you find evidence that your prospect engages with his or her online community offline/in the real word?
Look for 3rd party validation. Does your prospect participate in industry-related speaking events? Twitter chats? Webinars? Has your prospect won any industry-specific awards? What do your prospect’s clients or customers say about them?
Try incorporating some of the qualitative information discussed above into your influencer research. You’ll have a much richer picture of who is most likely to motivate his or her online communities to take the actions that contribute most to company’s bottom line. We, at Social Scouters, pay attention to qualitative factors when identifying the best influencers for our clients. We also weave them into our approach when developing relationships with influencers who we’ll later cultivate into brand advocates. It’s a very personal type of approach that we believe delivers the best results – consider using it in your digital media strategy.
- Social Media: Return on Investment (pkaudiovisual.com)
- What Is Influence Marketing And Why Should A Company Care? (socialscouter.com)
- CEOs Avoiding Social Media Are Missing Out | Domo | Blog (domo.com)
- Forbes Top 50 Social Media Power Influencers and Their Best Kept Secret (business2community.com)
- 25 social media influencers Forbes ignored, and why (businessesgrow.com)
Posted in Editorial on April 26, 2013
What's in it for me? or RU sure?
Earlier this month, I attended the Almo ProAV E4 event in South San Francisco, a mix of free food, continuing education classes, a raffle, and a showcase of Almo’s manufacturers in a miniature trade show environment. It was a good crowd, balanced between local AV integrators, design consultants, regional sales managers, and national experts of the…
SEARCH THIS WEBSITE
I am an active member of Sustainable Fairfax, Infocomm International, and the U.S. Green Building Council (USGBC).
As an independent consultant, I work with architects and engineers to design audiovisual systems for classrooms, churches, conference rooms, student broadcast, and internet streaming.
I help manufacturers of professional audio, video, and consumer electronics by writing magazine articles, managing their blogs, and improving their social media profiles.
Please email me at firstname.lastname@example.org for more information on how I can help improve your online presence. By working with your existing PR team, creating viral content targeted towards key markets and demographics, we will build a stronger following on Facebook, Twitter, LinkedIn, and YouTube.
- Jack The Dog loves @LovesTravelStop #iheartloves #puppylove 1 day ago
- RT @AV_chat: Mark your calendars: Next #AVchat is May 30. Topic is #InfoComm in Orlando. #InfoComm #AVtweeps 3 days ago
- Dancing with my best friend, Jack @LovesTravelStop #Iheartloves http://t.co/152QV0IdF4 3 days ago
- Julie Jacobson of CEpro reports on Sharp's CEDIA plans for #wireless #audio: lnkd.in/HSFgA6 1 week ago
- Our film series continues with "Chasing Ice" this Friday night at the Women's Club in #FairfaxCA bit.ly/17pFcay #sus 1 week ago
- Battle Of The (Social) Sexes [INFOGRAPHIC] wp.me/p1qvxv-E5 #SM #social #Socialmedia 1 week ago
- #AVtweeps, after a nice long break, #AVchat RETURNS Thursday 5/30/2013 at Noon Pacific. Topic is #Infocomm 2013 2 weeks ago
- RT @CustomEOmaha: RT @chiefmfg: First world cat problems, AV edition. #AVTweeps twitpic.com/cpdhmc 2 weeks ago
- Guest #blog by @SocialScouters: What Makes Someone An Online Influencer? wp.me/p1qvxv-DO 3 weeks ago
- Take Back Day- Saturday, April 27 Free to #FairfaxCA residents bit.ly/12x4u1P 3 weeks ago
subscribe via RSS
RECENT BLOG POSTS
- Battle Of The (Social) Sexes [INFOGRAPHIC]
- What Makes Someone An Online Influencer?
- Continuing Education Renewal Credits
- Controversial K-Mart Commercial [Video]
- Social Influence Marketing
- Audio Visual Technology and the Exhibitions Industry
- Facebook Graph Search
- Infocomm Certified Technology Specialists
- Lip Synchronization Is Part Of Show Business
- MHL: Mobile High-Definition Link
- PK Audiovisual: 2012 WordPress Recap
- 2012 Holiday Music Videos
- Scheduling Tweets And Posts Using A Queue
- Veterans Make Great Coworkers
- Facebook: If You Don’t Like It, You Can Logout
- Danny Devito Says Yes On Prop 37, Mocks Monsanto [Video]
- Audio & Video Chat Software
- The Five Point Plan For Social Media Marketing
- Streaming Live Music Concerts
- Microphone Etiquette 101
- Social Media GUI: Pinterest
- Live Music Festivals
- (Smart)Phone Etiquette
- WiSA and The Value Added Reseller (VAR)
- Company Culture
- Radiohead Stage Collapse
- Five Random #Infocomm12 Videos
- Audio + Video Jobs = #AVjobs
- Social Media Marketing
- AV Meetups – “I’m On A Boat”
FIND BLOGS ABOUT#AVtweeps Acoustics Architectural Acoustics AudioVisual Audiovisual Industry blog CEDIA Digital Signage EdgeRank Facebook facetime free tools Google Chat GotoMeeting Grateful Dead higher education Infocomm infographic Internet meme iPad LinkedIn live events Meme Microskype Microsoft net-centric proaudio Reverberation review San Francisco Bay Area Skype social marketing Social Media Social network Sound system stagecraft Tweetchat Tweetdeck Twitter Twitter Chat Twitter Party video chat video conference Webex YouTube
BIG LEGAL WORDSCopyright © 2011-2013 All rights reserved. Do not use without written permission from Paul Konikowski dba PK Audiovisual. (Just ask me nicely, and I will probably say its okay)