It’s not easy being liked by the people that matter.

As a social media strategist this is a primary objective for my clients. While every brief that lands on the desk is different, there are some theories which give you a pretty good idea how to generate some fans. This is one I have picked up along the way and has proven to be a great benchmark when critiquing word of mouth strategies…

TO MAKE PEOPLE LIKE YOU, YOU MUST

This isn’t a new theory. If anyone knows the origins of it, let me know and I’ll reference here.

However, these feelings are objectives. It is my job to develop strategies and tactics to achieve these objectives. At what stage do you make someone feel important? How do you communicate that you think someone is smart? Why would people want to feel useful for someone they have never met?

This led me to create a process for word of mouth strategy. It had to be broad enough to be altered for varying campaigns. It had to address all three elements which make people like you. It had to be continual and without an end point. This is what I came up with…

THE INFLUENCER SPIRAL

The colour codes show at what stages each of the three emotional elements are covered. To further expand on the stages:

1. Identify. Identify your group of key influencers. These are people who have a strong network of peers, are experts in your field and replicate the personality of your brand.

2. Introduce. Introduce who you are, where you are from and your intentions. Explain why you have contacted that person and the attributes which attracted you to them.

3. Engage. If there is a genuine interest in continuing a dialogue, engage interested respondants. Give them something of value not available to everyone else. This is not necessarily monetary value.

4. Listen and respond. Stay in touch with the influencer throughout their journey. Talk about what they want to talk about. Don’t push.

5. Evolve. Be prepared to take their feedback on board and make changes. If they don’t see any of their input validated, they will feel used.

6. Encourage. If you’ve got them to this stage and they still like you, give them the ammunation to talk to their friends about it.

7. Identify. Identify the people who have been influenced by the influencer. Are they themselves an influencer? Can we repeat the process with them?

Google Wave are currently following this model…

1. Identify. Selected a sample of the registered trial group based on their influence as tech savvy individuals.

2. Introduce. They were very clear that this is a trial, the product will be released soon and they need help to iron out the bugs.

3. Engage. Chosen influencers given a password to access the product before anyone else.

4. Listen and respond. Created simple and obvious ways to report problems and provide feedback while using Wave.

5. Evolve. Users see continual improvements as the product is still developed based on their feedback.

6. Encourage. Influencers given invitations to invite those in their social circle to participate as well.

7. Identify. New invitees introduced and engaged. The cycle continues.

I’d be interested to hear what you think of this model. Would you use it?

Related posts:

1. Stop Your Why’ing