This document discusses influencer management and how the head of influencer management position was created. It describes how Mike was hired by Laura at Alcatel-Lucent to help drive culture change in the company. Mike discusses the importance of being an influencer yourself in order to influence other influencers. He provides tips for influencer management such as being yourself, getting to know tools like Google, making connections from data, and studying influencers to understand how they interact.

1. WHAT’S POSSIBLE. WHAT’S NOT. AND HOW TO GO ABOUT IT.

2. Mike Maney
@the_spinmd
hash this talk #smsummit other good stuff at maneydigital.com

3. I’m the
head of
influencer
management
at

4. It’s called “head”
because of these guys

5. NOT
BECAUSE
of
THIS

6. INFLUENCER MANAGEMENT
“Dude, that’s the
coolest title ever.”

7. How’d you get that gig?

8. Then this lady called:

9. Laura:“Alcatel-Lucent wants me to build an API platform and
also help drive culture change in the company. What do you
think?”
Mike: “I think you should not forget about us little folks when
you rule the world.”
Laura: “HR’s calling you tomorrow.”
Mike: “What do I need to know so I don’t screw up the
interview?”
Laura: “Haha.”
Mike: “Did I just do the interview?”
Laura: “I need you in Dallas on Wednesday.”

10. The CEO Mindset
This is what we created. This is how we began shifting
the role of PR and marketing.

11. And that is how the head of
influencer management was born.

12. THE
PUBLIC RELATIONS PRO
MARKETING STRATEGIST
ANALYST RELATIONS MANAGER
SOCIAL MEDIA GURU
CREATIVE GENIUS
ADVERTISING BUY GUY

13. C’mon, Mike. You surely don’t mean dead.
JUST DYING
*Little known runner-up to famous “Just Do It” tagline. Fact. Heard it on Facebook.

14. LONG LIVE THE

16. THIS BEFORE THIS
Reporter
Blogger Competitor
CONTENT
Politician Employee
Analyst

17. You can’t influence an influencer
unless you are an influencer.
I don’t mean being able to pitch a
crappy story and getting a reporter to
bite. I’m talking about being a part of
the influencer’s circle...being seen
interacting where they interact and
with who they interact with.

18. Be yourself.
Don’t take it too seriously.
Stalking is ok.
Data is your friend.
(Sounds like a soupy mix of marketing
and media relations, doesn’t it?)

19. ’ ‘ ‘
Lots of tools...in both senses of the word.
Get to know Google.
Train your eyes to make connections.
Stop hiding behind your spokespeople.
Study Marshall Kirkpatrick.

20. DO WE REALLY NEED MORE STATS TO TELL US
IS IMPORTANT?
2011 Cone Online Influence Trend Tracker

21. BRANDED CONTENT
(Why the Arrington/Ariana debate is important)
Challenge: Paid thought leadership
without treating it like a paid tool
Benefit: Core of our content strategy.
Support and contribute to main channel
our customers are.
Takeaway: As Joe Brockmeier says, “Be
the media.” “Much more likely to see a
blog post by someone IN the community
than on PRWeb.

22. JUST DOING IT
Challenge: No challenge, just something
fun to do
Benefit: Client (legitimately) seen as part
of core influencer group; raised personal
profile among influencers for future
Takeaway: Don’t wait for someone else
to write your story. Have some fun.

23. Challenge: No recognition from core
audience. Budget. To their credit, the primary concern of
Laura, Mike and the gang over at
Benefit: 1/3rd the cost of going alone. Alcatel-Lucent from Day 1 of our
Instant credibility with core audience. discussions has been about
maintaining the credibility and
Takeaway: Stop doing the same old
neutrality of Glue.
stuff.

24. Challenge: Maintain/build relationships
Benefit: Duh.
Takeaway: Being social means being
social. Was I the smartest guy in these
rooms? Not by a long shot. I was a
marketer at a deep tech conference. But
now sorta part of the family* -- Because I
Was There.
* Drunk uncle

25. Turn “Why?”
“Why Not?”
Stop planning so much.
Have some fun.
Try new things.

26. 1. You have to be part of the business.
2. You have to be as good (and as confident)
as your spokesperson.
3. You have to be a storyteller, not just the
person who pitches the story.
4. You have to get your hands dirty with data.
5. You have to engage and participate.

27. Great definition...has
to be integrated
across all functions
Social media requires a mashup of
capabilities: PR, marketing, media,
advertising, narrative, linguistics, cultural
anthropology, technology, change
management, data management,
analytics and more.
Converseon (a social media agency)

28. YOU’VE GOT
I’VE GOT
rambling responses that sound like