In an ongoing series of videos, Jay Baer, founder of Convince & Convert and New York Times bestselling author will introduce the concept of Earned Media Management and explain how it can level the playing field for communications professionals. In this video, Jay explains how an Influencer Graph — a complete mapping between an influencer, their content, and the actual audience that consumes it — helps communicators optimize influencer identification to reach the right audiences.
Watch the video, or read the transcript below to learn more, and be sure to come back to the Cision blog next week for the next video in the series.
Today’s number is 56 percent. Cision recently surveyed, several hundred professional communicators worldwide and 56 percent of respondents said that everyday consumers are among the top three influencers of customer behavior. That’s real folks influencing the purchases of other real folks.
I’m Jay Baer, founder of Convince and Convert, and this 56 percent figure underscores to me that communicators can no longer use their old reliable contact list and just hope to drive awareness and behavior change amongst the citizenry.
Now, influence isn’t dictated by whether or not you have a job at a newspaper. It’s bestowed by the people themselves, communications pros must become earned media managers and part of that switch is an embrace of the influencer graph — a comprehensive map that examines the influencer, the content that they create, where they create it, what they create content about and then the people that he or she reaches; the specific people they reach.
See, here’s how it works … The brand starts with the attributes of its ideal target customer: age, gender, income, location, similar to the technology used in paid digital advertising, we can now track the specific earned media content, like a online news article, that people with those target customer attributes consume, so using artificial intelligence and machine learning the graph then makes specific influencer recommendations to the brand based on content consumption.
Right, guessing we know exactly who your target customers are listening to its influence or ID that is mathematically reverse engineered based on the real content, digested by real people, that have the real attributes that match your ideal customers. No more stock media list, no more guessing about influence, the influencer graph is one of the three key components of Earned Media Management — and it’s here right now.
To learn more about how Earned Media Management works, look for other videos in this series or visit the link below on the Cision website.
I’m Jay Baer, thanks for watching.