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 17

Who are You?

Don’t be Everyone

Slide 18

Social Influence Study Results (High Level Groupings)

Slide 19

Enlightening (Analysts)Visionaries Strategists

25% of Influencers

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 26

Mentoring

Teachers Tutors

40% of Influencers

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 33

Edu-tain

Charismatics

15% of Influencers

Entertainers

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 40

MotivateEvangelists

20% of Influencers

Coaches

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

Slide 47

Influence Approach- Considerations

Consider personality• Inspirational appeal

• Content comfort

• Connection style

Consider brand image e.g.,• Is there a personal story to tell?

• Is your brand credible enough to

be the industry pulse?