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The one who breaks all the rules, has to surrender his gun and badge somewhere in Act II, but nevertheless somehow gets the job done? His approach to solving problems is crude but effective (usually it involves shaking people down, which isn’t something we get to do a lot in the communications business.) I don’t know that maverick cops are into influence mapping. I don’t know how many people really are, but it’s a big part of my work life. These days it seems I’m always being asked, “Mat, who is the most influential x?”, or, “Mat, who influences the online discussion on y?” or, “Mat, what influences people’s purchase decision-making when it comes to z?” These are all interesting questions, and bear a lot of thought and research and planning. However, time isn’t something we all have a lot of these days, so right now I’m going to share a very quick-and-dirty method I’ve been working on; the research equivalent of holding a pimp upside down over a balcony.
Before we start, what’s wrong with this approach?
It builds on what we know, or what we think we know. Using it successfully will require all those assets that the maverick cop has in spades: a sharp brain honed by experience, a deep knowledge of the streets (well, your market), and an underworld intelligence network of pimps and hookers (in our case these are more likely to be clients and colleagues, of course.) Axel Foley aside, maverick cops don’t always do so well out of their jurisdiction. This approach isn’t going to expose surprises or new information so well. It’s all about organizing what you know. If you are a rookie cop, you’d better stick by the book. That’s all I’m saying. Or someone will bust you down to traffic duty before you know what’s hit you.
And what’s so good about it?
Well, it’s fast, for one thing. And it’s a process – which is another. Now if you add into that the fact that – when you have more accurate data, you can go back and plug it into the model without breaking it, but only making it better – then you’re onto a winner.
Is there anything I need to know before I start?
Well, yes. We’re using a fairly common model of the decision-making unit which looks like this:
But the individual reach of these people is miniscule. We all know that survey respondents cite WOM recommendations from a trusted friend as the most powerful influencer on their decision-making. in most cases. but it’s a bit too complicated to go into here. it’s “opportunities to influence” that we care about. with our personal experience. or if the cost of doing so wildly outweighs the benefit we receive. However. and this chimes.” I hear you complain. I may have a bridge to sell you. So here’s how we built our approach: . “But Mat. In practical terms. Let’s say that all six roles in this group are influencers in one way or another. Opportunities to influence The maverick cop angle is that it’s not so much the influencers. “surely the viral effect of the internet means that wordof-mouth spreads rapidly from person to person and the total reach of that one recommender now numbers in the millions?” To which I can only reply: not really. As maverick cops we’re naturally less fussy about our definitions.This is a good model to use because it covers a broad spectrum: from the stages in the consumer decision-making process all the way to the roles and groups in the more formal enterprise buying centre. it doesn’t matter how influential something or someone is if we have no direct means of persuading them to do what we want.
We generate a list of “potential influencers” – this is mostly guesswork and assumption at this stage. if you have to – it can help. we think of the people being influenced at any stage as one person. “medium”. You might want to call them “the victim” or “the perp”. add up the scores. or “low”) for the following variables: Reach How many people does the influencer reach? A broadcast channel may reach hundreds of thousands. For each persona (or “victim”. try think of them as one person at a time while you’re going through this. 2. But if you’re a true maverick. We grade each one “3/2/1″ (for “high”. These aren’t absolute scores. We’re looking for broad categories of influencer: things like “retailer”. “the purchaser” and “the end user”. . though. “the initiator”. and an individual may reach only one or two. The more people we talk to about this the better. At the end of this process.1. the better. or “advertising”. Once you’ve finished. or “perp”) think about what they’re seeing around them. First of all. “consumer press”. but those of us from a digital planning background will tend to call them “the persona”. The more web research we do. Give them names. But if you want to keep your street cop instincts honed. and who might tell them that they shouldn’t waste their money.) 3. Who might encourage them to buy something. all these people might be the same person when it comes to buying – say – a ready meal. The whole process shouldn’t take you half an hour. Of course. Authority How trusted is the source? Bear in mind trust isn’t always rational – I’d sometimes trust the recommendation of a friend who knows me well over the recommendation of an anonymous expert. you should have something like this. things like “previous experience of the brand” isn’t appropriate (and it’s implicit in the “end user” or the “friends & colleagues” influencers. “is this a high or a medium?” I think you’ll be surprised at what you know. Who they talk to for more information. I think they need to be concrete. but you should find yourself comparing things and asking yourself. “the decisionmaker”. you’ll probably go it alone. Ease-of-use How likely is it that we can talk to this influencer? That we can persuade them to work with us? Score for each of these. We work with four very broad personas here – you guessed it. but functionally they’re very different. a website thousands.
Tags: digital. planning. Tomorrow we’ll look at how we take the information you’ve created and turn it into something really interesting. Both comments and pings are currently closed. June 9th. tool This entry was posted on Monday.. 2008 at 9:11 and is filed under how to. You’ll notice that quite often the wider the reach an influencer has. influence. influence. You can follow any responses to this entry through the RSS 2. integration. the less the authority. You’ve already done most of the work and it’s taken you – what? – an hour? Acting on nothing but hunches and your cop gut.. mapping. the harder it is to work with them. we discussed a simple process for organizing what you know about influencers. and exposing it is one of the ways to help think more clearly about what we’re hoping to achieve in our planning. Influence Mapping: The Maverick Cop Way (Part 2) | Mediaczar says: Sunday.. social media. and the narrower the reach. July 13.influencer consumer press search engines advertising retailer forums & boards friends & colleagues reach 2 2 3 2 1 1 trust 2 3 1 2 3 3 ease-of-use 3 2 3 2 1 1 total 7 7 7 6 5 5 Don’t worry if you don’t agree with my scoring — you just need to catch my drift. We discussed briefly [. public relations.] .0 feed.] story so far: In the last episode of Influence Mapping: The Maverick Cop Way. One Response to “Influence Mapping: The Maverick Cop Way (Part 1)” 1. That’s enough for today.. 2008 at 9:56 [. That’s one of the central problems of what we’re doing here.
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