Subtitle. A Rookie's Guide to Forging Relationships with Key Influencers: Learn to Swim with the Sharks!
Summary. Influencer marketing and influencer psychology are a relatively new field of knowledge. While other researchers and authors describe the tools and methods of influencer marketing in corporate paradigms, e.g. spreading brand awareness or achieving specific sales objectives, I am focusing on influencer networking and influencer relations management for individuals.
This "rookie's guide" is for new and obscure talents who want to promote themselves by learning "to swim with the sharks" i.e. by exposing themselves to top influencers in their particular field, building relationships with them, and ultimately obtaining some form of endorsement by one or more major achievers or decision-makers.
While keeping in mind that everyone is an influencer, the new influence networker:
- - will learn how to build and operate their influencer network,
- - will learn about the core differences between the four levels of influence,
- - will read about the five types of influencer psyche,
- - will learn how to determine the actual worth, influence-wise, of their influencer network members by applying some social media ratios I specifically devised for this purpose, as well as my patented E.U.F.O.R.I.A. approach (Energy. Utterance. Footprint. Outreach. Resonance. Impression. Awareness),
- - will learn how to create content specifically designed and optimized to attract the attention of influencers,
- - will learn how to start interacting with key influencers,
- - will decide whether he/she is ready to invest in a software suite for influencer relations management,
- - will learn how to act in order to build mutually fruitful and beneficial relationships with key influencers,
- - will learn much more...
Psychographics: the proverbial "chiropractor who feels he has a novel in him" i.e. talents who feel they have potentially great ideas in their heads but do not want to be lost in a sea of bloggers, Tweeters, social media dwellers, and other "small fish". To continue the line of metaphors, even if the readers see themselves as baby sharks, swimming with the big ones takes some learning and training.
It would take years to study archetypal psychology, behaviorism and transactional analysis, to learn to develop behavior tactics function of influencer archetypes, to test influencer platform management software, or to take a course on mathematics applied in economics in order to figure out what the Tweet-to-followee ratio has to do with influencer worth... and to make, rectify, and learn from a bunch of mistakes of their own in lots of dealings with top influencers. The Metatag Hag and I, having studied all of the above and more, will save the readers a lot of legwork with this collection of swimming lessons for baby sharks.
Influencer: The Power to Change Anything by Al Switzler et al.
Similarity: some psychological concepts taken as basis.
- My focus is on contextual rather than personal influence. I also give advice not on becoming a better influencer, but on building relationships with influencers in specific fields where my potential reader wants to become a top achiever.
- While Influencer discusses the individual's power to change the world, I am discussing the individual's power to make their talent noticed by already affirmed talents.
- Influencer is, in some reviewers' opinion, believed to be either a self-help book or a set of theories accompanied by anecdotal case studies. Influencer Marketing 101 is in essence a DIY book with case studies and mistake analysis from my own experience and practice.
- Their set of tools is based on behaviorism and traditional networking. My own tools are rooted in social media marketing, SEO, and archetypal psychology.
How to Win Friends and Influence People by Dale Carnegie
Similarities: certain techniques used for relationship-building
- Carnegie is mostly criticized for underestimating assertiveness. Ex.: "Many people will blatantly abuse niceness. The truth is, that in the real world of today, too much kindness is taken as a sign of weakness and those who try to win friends and influence people in the way Carnegie recommends, all too often end up used and abused." While I do not tell my potential readers to turn into complete doormats, I also do not recommend acting boorishly just for the sake of asserting something that is totally irrelevant to the situation. Level 2 influencers - the main target of my potential readers i.e. public personas who interact with large audiences every day - are normally very polite and considerate. So, many of Carnegie's principles, even though considered outdated by some critics, are still applicable in a framework where it is important to present oneself not only as a talent, but as a well-bred and well-spoken person. Moreover, some of Carnegie's principles are as applicable as ever in the context of business communications, to which my recommendations for building influencer-influencee relationships are related in many ways.
- Set of tools; social context (see above).
- With this bit of critique contra Carnegie, I happen to agree. "The techniques in this book basically converted this man into a robot. Nobody really knows what kinds of things he's interested in - although at first you think his interests have a lot in common with yours. The man has no sincerity or credibility. When I see him smiling I don't know if he is genuinely happy or just trying to appear pleasant." However, people today are jumping to the other extreme: wearing their hearts on their sleeves, passing unpleasantness for sincerity and adopting unsavory behavioral techniques like calling someone they barely know "bi*ch" in a misguided effort to appear genuine. I am not trying to teach potential readers to be sycophants and flatterers. I just advocate demonstration of respect and affability in your relationships with people who have achieved more than you did in your particular field.
The Influencer: One Hundred Seven Lessons on Being Effective Without Being a Jerk by Nick Wolff
Estimated delivery date: ~ March 1, 2015 (approx. 50% of material is already drafted and/or written)
Table of Contents with Outlines
Intro (see full text below)
Chapter 1. Build your influencer network
Case study: Kissinger's translator (language services; the "five handshakes" theory, and how much or how little may the one handshake between me and the President of Israel mean)
Chapter 2. Operate your influencer network
Case study: Monetize your mistakes (fiction writing; negotiation-jitsu; self-publishing strategy: pluses and shortcomings; how I self-published a 500-page novel for 1 British pound)
Chapter 3. The four levels of the influence pyramid
Case study: The mediator genie (language services; how a long-term relationship with a level 2 influencer landed me a contract with the Ministry of Interns of France)
Chapter 4. The five types of influencer psyche
Case study: The graveyard shift (semiotics; design; key influencer psychology; behavior patterns; how I was mentored by Umberto Eco's apprentice)
Chapter 5. Ratios for a rational selection of your influencers
Case study: Harry Potter and the Analysis of Influence Worth (social media marketing; estimating influence inside and outside the social media; the ratios I researched and/or invented; how I dissected the Klout Score holy cow)
Chapter 6. E.U.F.O.R.I.A. - Energy. Utterance. Footprint. Outreach. Resonance. Impression. Awareness. - my patented approach to influencing and being influenced
Case study: how I did my homework with the E.U.F.O.R.I.A. of several of my Twitter follower/followees: Josh Stern and the need for thick hide. Selena Gomez and #MakeAnInfluencerSmile. Michael Hyatt, Elise Stokes, and Thomas G Ray. The Ice Bucket Challenge and the Randomness of Virality. My own E.U.F.O.R.I.A. (social media marketing)
Chapter 6. All hail her Majesty the Content: Sensitive material
Case study: Do not forget to hold up a SARCASM card (fiction writing; handling sensitive material; how I had my own hashtag fail on the eve of the Pitch Wars)
Chapter 7. All hail her Majesty the Content: SEO optimization
Case study: Curing cancer in Korea (SEO; guidelines for writing and optimizing content; how I was contracted to write SEO articles)
Chapter 8. All hail her Majesty the Content: Trending
Case study: The Hashtag Fail List (social media marketing; Susan Boil's album announcement, McDonald's true stories, etc. How I use memes and #funnystuffontheInternet to prove a point)
Chapter 9. The point where you decide to spend or not to spend more money on your influencers
Case study: I compare Traackr and Onalytica influencer relations management platforms. You decide.
Chapter 10. Start swimming!
Build your influencer's profile based on what you had read and on this questionnaire:
Type of influencer psyche?
Level of influence?
Why your ideas may be of interest to him/her?
What can you do for him/her?
What he/she can do for you?
Prepare your approach strategy
Prepare your interaction strategy
Prepare your offer
Case study: Anastasia swimming in circles around the Query Shark (relationship-building, right steps and missteps, me making a case study out of "courting" a top influencer, the Gob and Jane series, and Chinese classical poetry)
Outline: conclusion and pitch for Book 2.
This body of information and advice is not for marketing or SEO specialists who know it all about how to push a product to the first Google search results page. I have written this book for the regular talented person.
No, that is not a typo. Someone once said, "there will be no ordinary people in the twenty-first century. Earth will be home to seven billion talented, special, extraordinary people." Today, this is not a sci-fi writer's dream. This is happening.
So, are you a brilliant mind who wants to spend time working on their skills, not spending a lot of time chasing followers in an ocean of bloggers, Tweeters, and other "small fish"?
Are you in fact a shark star in the making?
You just don't know how to swim with the big Kahunas?
Anastasia Stratu and the Metatag Hag
Professional interests: translation | terminology | interpreting | proofreading | revision | management | consulting | theory and practice of negotiations| semiotics | lexicology | structural linguistics.
Academic interests: Jungian archetypal psychology | behaviorism | transactional analysis.
Field research: social media management and marketing | SEO/SEM | influencer marketing | influencer psychology.
Since March 2014 - SEO writer for NEO Informatics Co.
Education: pre-university lyceum student of modern languages and world literature with strong emphasis on reviewing and critical analysis. International Business Management major and Translations minor. Additional courses and/or training: economic journalism, economic semiotics.
Other: Fiction author. Oxford comma fan.
My platform for marketing the book (TBD):
Own influencer network;
Established relationships and contacts, both local and international;