Post on 15-Jul-2015
Developing Thought Leadership through
Influence Inspirational Appeal & Outreach
Dr. Jim Barry
June, 2017
Session V
MKT 5225
Slide 2
Personalized
FREEmiums
Brand Utility Visual Storytelling
Top-Funnel(Connect)
Bottom-Funnel(Differentiate & Convert)
Awareness(Stranger)
Evaluation(Consider Your Business)
Differentiation(Prefer Your Business)
Relate to Customer Journey
Getting Audiences to Know, Like & Trust You
EvidenceReal-Time
Help
Top/Mid-Funnel(Influence)
Bottom/Mid-Funnel(Engage & Nurture)
Interest(Know About Your Business)
Community
Expectation
Community
Expansion
Community
Excitement
Know You Like You Trust YouInspiring Your
CommunityValidating Your AuthorityHelping to Find You
Thought Leadership• Influence Outreach
• Inspiration Appeals &
Consultation Style
• Social Networking Contributions
Slide 3
What is a Thought Leadership?
Idea
Communication
Conversation
Driving
Helpful
Expertise &
Foresight
Sharing
Generosity
Two-way
Engagement
Orientation
Groundbreaking
Ideas
Ingenuity
Enlightenment
Thought
Leadership
Competencies
Content &
Behavioral
Attributes
Participatory
Engagement
Thought
Leadership
RECOGNIZED FOR:
Thought leadership
creates an opportunity to
distinguish your brand as
a trusted advisor.
Slide 4
What is a Thought Leadership?
Idea
Communication
Conversation
Driving
Helpful
Expertise &
Foresight
Sharing
Generosity
Two-way
Engagement
Orientation
Groundbreaking
Ideas
Ingenuity
Enlightenment
Trusted Authority
Recognition
Content
Resonance
Online Social Capital
Thought
Leadership
Competencies
Content &
Behavioral
Attributes
Participatory
Engagement
Thought
Leadership
RECOGNIZED AS:
RECOGNIZED FOR:
Slide 5
Social Influence Study Results (n= 171)
Content
Credibility
Inspiration
Operational
Helpfulness
Engagement
Generosity
Thought
Leadership
Capability
Market
Foresight
Trusted Authority
Recognition
Capacity for
Content
Resonance
Empathy
Visual
Storytelling
2-Way
Engagement
Humor
0.42*** 0.34***
0.22**0.21**
0.42***
*** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant)
As measured by
a. Klout
b. Kred
c. Klear
Slide 6
Benefits of Thought Leadership
Buyer Benefits (fewer RFPs)
• Inexpensive problem solving
• Timely, relevant content
• Information abundance
• Trustworthy vetting
Supplier Benefits(fewer gatekeepers)• Business exposure
• Unique brand identity
• Customer needs understanding
• Reputation building•S
hort
sal
es c
ycle
•R
elat
ions
hips
•Id
ea C
olla
bora
tion
{60+% of the
sales cycle
is digital
Slide 7
Developing Thought Leadership
Thought Leadership requires:• Outreach to influencers
• Inspirational appeal & influence tactics
• Participation in the right networking groups
• Content useful to target right audienceThought
Leadership Development
Influence Outreach
Inspiration Appeals &
Consultation Style
Social Networking
Content Usefulness
Slide 8
Audience Jump Starter• Great opportunity to jump start following
• Requires topic relevance & influencer
willingness to tap audience
• Influencer relationship is often short lived
Influence Outreach
Thought Leadership
Development
Influence Outreach
Inspiration Appeals &
Consultation Style
Social Networking
Content Usefulness
Slide 9
Why Influencer Marketing?Nothing to Say No Audience
InfluencerSomething to Say
OR
Influencer’s Audience
Slide 10
Traditional Ways to Gain Influence
PR Channels Tough to Convert
• Venues need celebrity status
• Timing & settings are challenging
• Reach is a “one time” opportunity
• Audience often too narrow
Too Narrow
Slide 11
Social Ways to Gain Influence
Offer value• Recognize influencer
• Top 10 Ratings
• Blog References (e.g., tags) to Influencer
• Reviews
• Share research
• Provide new audience or forum
Yesterday (Elites)
Slide 12
Key to Influencer OutreachContribute to content
• Comment on posts
• Fill podcast/live broadcast slots• panel expertise
• hot topic
• Guest blog post on points of interest
Slide 13
Benefits of Outreach
Expanded & more relevant fan base• Large influencer audience
• New channel followers
• The right audience (e.g., LinkedIn Content)
Credible endorsements• Name recognition
• Stamp of approval
Content reach• Talk-worthy
• Share-worthy
• Link-worthy (influence outbound links)
Slide 14
Influence Posturing• Taps into inspiration/connection appeal
• Ensures consistent and genuine voice
• Sets the stage for thought leadership
Finding Your Influence Archetype
Analyze (Enlighten)
Mentor
Motivate
Edutain
Thought Leadership
Development
Influence Outreach
Inspiration Appeals &
Consultation Style
Social Networking
Content Usefulness
Slide 15
Being Authentic to your Influence Persona
Killed Campaign Hurt Campaign Helped Campaign
Slide 16
Finding Your Influence Archetype
Determine personal strengths• Source of inspirational appeal (intellect vs. emotion)
• Audience connection (engaging vs. enlightening/analyzing)
Separate from the crowd• Look for gaps
• Examine your own early following
Stick to best influence path• Analyze
• Mentor
• Inspire
• Entertain
Slide 20
Content
Credibility
Inspiration
Operational
Helpfulness
Engagement
Generosity
Thought
Leadership
Capability
Market
Foresight
Trusted Authority
Recognition
Capacity for
Content
Resonance
Empathy
Visual
Storytelling
2-Way
Engagement
Humor
0.42*** 0.34***
0.22**0.21**
0.42***
*** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant)
As measured by
a. Klout
b. Kred
c. Klear
Social Influence Study Results (Analyzing)
Slide 21
Influence Approach- Analysts
Posts are often:• Analytical/Conceptual
• Profound (sage-like)
• Strategic (high level)
• Predictive
Content is technical• Market reports
• White papers
• Infographics mapping out complex processes
Often featured as:• Conference keynotes
• Lecturers
• Expert panelists
Slide 22
Influence Archetype - Visionary
Seen as leading voice• Forward thinkers
• Analytical pundits
• Market authorities
• Historians
• Heavy on theoretical
Sports Legal
Politics Finance
Larry Merchant
VISIONARY
Andrew Napolitano
Charles Krauthammer Stuart Varney
Slide 23
Serve as industry pulse • Focus on:
• forecasting & predicting
• interpreting trends
• forward thinking insights & perspectives
• Interpret market/tech impact on
enterprise change
• Navigate organizations through new
complexities
Influence Archetype - Visionary
Slide 24
Jeffrey Toobin
Sports Legal
Politics Finance
Cris
Collinsworth
STRATEGIST
Larry KudlowKarl Rove
Influence Archetype - Strategist
Seen as architects• Tech savvy
• Masterminds
• Trailblazers
• Innovative
Slide 25
Influence Approach- Strategist
Serves as change makers• Prescriptive advice on
• Business imperatives
• Enterprise level success formulas
• Explain WHY and IN WHAT WAY
organizations should:• Harness the power of emerging
technologies or tools
• Adjust for change
• Attract academics, leaders & trainers
Slide 27
Content
Credibility
Inspiration
Operational
Helpfulness
Engagement
Generosity
Thought
Leadership
Capability
Market
Foresight
Trusted Authority
Recognition
Capacity for
Content
Resonance
Empathy
Visual
Storytelling
2-Way
Engagement
Humor
0.42*** 0.34***
0.22**0.21**
0.42***
*** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant)
As measured by
a. Klout
b. Kred
c. Klear
Social Influence Study Results (Mentoring)
Slide 28
Influence Approach- MentoringPosts are often:
• Conversational
• Fundamental
• Tactical
• Instructional
Provide training programs• Tutorials
• Webinars
• Case studies
• Decision aids
• Explainer videos
• Ebooks & playbooks
Slide 29
Influence Archetype - Teacher
Seen as nurturing• Empathetic
• Highly engaged
• Responsive
• Communicative
• Personable
Sports Legal
Politics Finance
TEACHER
Bill HandelTony Dungy
Charles PayneDonna Brazile
Slide 30
Influence Approach- Teacher
Serve as helpful practitioners• Propose course of action
• Give personal advice
• Interpret industry change impact on business
tactics
• Focus on:• best practices
• career or concept mastery
• tangible/measurable results
• learning reinforcement
Slide 31
Influence Archetype - Tutor
Seen as trainers• Instructional
• Task oriented
• Detailed
• Approachable
Sports Legal
Politics Finance
Lynnette
Khalfani-Cox
TUTOR
Jon Gruden Arthur Aidala
Dana Perino
Slide 32
Influence Approach- Tutors
Serve as trainers• Provide instruction for start-up experience
• Focus on:• skill building on task fundamentals
• workshop-oriented training
• tool adoption
• near-term tactics• short cuts
• check-lists
• decision apps
Slide 34
Content
Credibility
Inspiration
Operational
Helpfulness
Engagement
Generosity
Thought
Leadership
Capability
Market
Foresight
Trusted Authority
Recognition
Capacity for
Content
Resonance
Empathy
Visual
Storytelling
2-Way
Engagement
Humor
0.42*** 0.34***
0.22**0.21**
0.42***
*** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant)
As measured by
a. Klout
b. Kred
c. Klear
Social Influence Study Results (Edu-taining)
Slide 35
Influence Approach- Edu-taining
Posts are often:• Visual
• Funny
• Lively
• Fun
• Confrontational
Provide excitement• Entertaining videos
• Provocative imagery
• Visual storytelling
• Caricatures
• Anecdotes
Slide 36
Influence Archetype - Entertainer
Seen as amusing• Captivating
• Witty
• Bold
• Sarcastic
• Self deprecating
Sports Legal
Politics Finance
Charles Krauthammer
ENTERTAINER
Suze Orman
Michelle Beadle Jeanine Pirro
Bill Maher
Slide 37
Influence Approach- Entertainers
Serve as performing critics• Offering fresh perspectives on
dealing with consumers• Communicate what's wrong with
current approaches
• Question cultural mindset
• Simplify explanations of complex
concepts
• Interpret changing customer
behaviors
Slide 38
Influence Archetype - Charismatics
Seen as inspiring role models• Authentic
• Charming
• Compassionate
• Trusting
• Affable
• Vibrant
• Warm
• Philosophical
• Thought provoking
Politics Finance
CHARISMATIC
LegalSports
Robin Roberts
Glenn Beck
Maria
Bartiromo
Star Jones
Slide 39
Offer pearls of wisdom• Enlighten organizations on the larger
context of:• Technology
• New concept (e.g. media) adoption
• Illuminate perspectives on:• Changing customer environments
• Promising strategies
• Provoke new thinking
• Provide compelling evidence of change
from personal success stories
Influence Archetype - Charismatics
Slide 41
Content
Credibility
Inspiration
Operational
Helpfulness
Engagement
Generosity
Thought
Leadership
Capability
Market
Foresight
Trusted Authority
Recognition
Capacity for
Content
Resonance
Empathy
Visual
Storytelling
2-Way
Engagement
Humor
0.42*** 0.34***
0.22**0.21**
0.42***
*** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant)
As measured by
a. Klout
b. Kred
c. Klear
Social Influence Study Results (Motivating)
Slide 42
Influence Approach- MotivatingPosts are often:
• Optimistic
• Encouraging
• Genuine
• Driven
Provide empowerment• Success stories
• Advocate platforms
• "How to" life lessons
• Energetic talk shows
• Inspirational quotes
• Supportive messaging
Slide 43
Influence Archetype - Evangelists
Seen as passionate crusaders• “Change” enthusiast
• Spokesperson
• Pioneer
• Genuine
• Spirited
Sports Legal
Politics Finance
EVANGELIST
Rush Limbaugh Dave Ramsey
Stephen A. Smith Jay Sekulow
Slide 44
Influence Approach- Evangelists
Serve as advocates for
change• Focus on:
• touching hearts
• exciting audiences
• encouraging bold steps
• sparking a movement
• Promote change through
personal success
Slide 45
Influence Archetype - Coaches
Seen as leaders• Aspiring
• Optimistic
• Pumped up
• Action oriented
• Engaging
• Empathetic
Sports Legal
Politics Finance
COACHES
Jim Cramer
Lou Holtz Nancy Grace
Sean Hannity
Slide 46
Influence Approach- Coaches
Serve as inspirational
models of success• Empowering teams to get the
most out of their resources
• Challenging audiences to think
bigger and bolder
• Achieving excellence in strategy
& tactics