Since conversation/influencer monitoring through social media outlets is such a hot topic these days, I thought I would list the tools for finding these individuals in the marketplace. Influencers are the people who basically affect our purchasing decisions because they are well connected, popular and usually an early adapter of new products and technologies.

Here is a current list of some popular tools:
http://tweetlevel.edelman.com/
http://twitter.grader.com/search
http://www.retweetability.com/
http://klout.com/
http://facebook.grader.com/
http://technorati.com/
http://boardreader.com/
http://www.whostalkin.com/
http://www.socialmention.com

INFLUENCER ROLES:
- from Wikipedia

“Message Path Chart of a Single Idea” from a great article by Red Ant: http://www.redant.co.uk/community/blogs/building-a-digital-strategy–planning-investigated/

I had an insightful chat at a networking event recently about how the agency world ultimately disconnects you from your true consumer. You live in this removed world, actively managing teams, creating PowerPoints and sitting in long meetings in sassy conference rooms but never truly having a conversation with your ultimate audience. In today’s world of big corporations going bust, hours spent being connected to automated phone queries, and self check-outs – we have less and less human interaction. Getting personal can be a true differentiator for creating great strategies and creative work. Making the consumer’s life easier by getting to know them and understanding their needs. What makes them happy?

I discovered how powerful this could be when I started dabbling in small business marketing a few years ago – and got “PC down and dirty” with my target audience. I realized just how far removed I have been all these years from ultimately knowing what makes people tick on a personal level. I got tons of useful tips and advice on improving the business and the consumers felt like my small business clients were truly interested in their needs – a win for everyone. At the end of the day, no research can substitute real life conversations. That is why the “discovery” process is so essential in most projects. Ultimately, it is that personal touch that makes this world go round, not the mass marketing plans or digital banners – it’s having that chat with the person and understanding what they are all about.

I have always preached that the best utilization of the interactive space is in real life experiences. By that I mean, using digital as a tool for people to have real interactions with the world; not to sit zombie like in front of their computer, waisting away all their social skills on buying people virtual drinks. That is why I have always loved Nike Plus, Meetup, etc.

This means I am truly psyched about Foursquare, a “… location service-based social network-come-game. What it does in effect is to tell you where your friends are and add a little fun to going out in the evening. It’s like Google Lattitude meets a little bit of Facebook, a touch of Twitter, a dash of Qype and even a twist of World of Warcraft. And if that’s not a cocktail for hopeless addiction, then we’re not sure what is.”

It’s a social game that you play using the platform in real life via your mobile – it’s fun for customers and brings in $$$ for small business owners. “Think: 50% friend-finder, 30% social cityguide, 20% nightlife game.  We wanted to build something that not only helps you keep up with your friends, but exposes you to new things in and challenges you to explore cities in different ways…”

People earn badges and “mayor statuses” by checking-in to various establishments.  “If you tell us where you are, we can tell you which of your friends are nearby.  We call this “checking-in”.  You can check-in from a park, bar, museum, restaurant, whatever. Badges are little rewards you earn for doing interesting things – e.g. staying out late on a school night or visiting places far outside your neighborhood.  A mayor is when “you’ve got more checkins than anyone else at a particular place, we deem you “The Mayor” of that place.  But once someone else comes along who has checked in more times that you, they then steal the “Mayor” title back from you.”  In certain location the Mayor gets special discounts, privileges, etc.

I am about to start testing this tool as a client and on a business, will let you know how it goes and I am excited!!!

Below is a very important statement by Advertising Age in a recent article entitled “Does the Industry Need Big Digital Agencies Anymore?”
http://adage.com/agencynews/article?article_id=140549

Tactics driving digital are over. Digital strategy is now a major component of the marketing mix since consumers are spending such a bulk of their time engaging online, especially through social media. The digital strategy has to go beyond microsites and banners (they are good methods to support an overall campaign but not be the campaign itself). We need to start bringing superb customer experience through these digital channels, providing tools and services that make consumer’s busy lives easier. These tools can live on mobile devices, though Facebook apps, Twitter “coupons”, etc.

“Big or small in the digital space, three major trends are changing the game at this very moment requiring marketers to play catch up.

1) Smart mobile devices will outnumber computers in 2010;

2) Social Networking has proven out to be the place where customers spend the most time on-line;

3) Digital is too big and value priced to be overlooked any longer.

The net of all three trends is that the days of tactics driving digital are over. The numbers and the competition are getting too big. Every marketer must move forward with a sound digital strategy to meet the bigger goals and returns they are attaching to digital plans, as digital is becoming a more significant part of the mix.

Customer insights married with business objectives must now be used to formulate overarching digital objectives and strategies. Once those are well defined with the ability to measure and adjust in real time, execution and success are much easier to develop and achieve.”

What an amazing job was executed on the first ever Chanel online campaign. Stunning, crisp visuals, brilliantly produced in a superb and detailed integrated online campaign. Kudos to “London Creative Agencies Feed and Hi-ReS!, along with Media Agency MEC Global”. I love the overtake with the train timetable and the animation mirroring how the information changes. The moving train loop with Audrey daydreaming in the background and the banner are great elements that wet your appetite for the “Night Train” spot. The microsite also does an excellent job of being the campaign hub – such as providing behind the scenes footage, Chanel story, etc. It is super romantic and totally captures the essence of the brand, using the peak of the story as her scent (in a subtle, non-intrusive fashion).  It’s also perfect for an international audience – no dialogue just pure visuals, senses and fluidity. Beautiful!
http://creativezone.eyeblaster.com/?ItemName=Chanel%20No5

For all those interested in understanding the very important discipline of interaction design/ information architecture, I took this good short class at SVA that goes over broad strokes principles (Introduction to Information Architecture & Design). Here is the ppt that the cool Professore (Anh Dang) presented: http://www.slideshare.net/sva.ia/sva-intro-to-information-architecture-design-fall-09
The key concepts and techniques concepts that were discussed: “organizing information, designing interfaces and creating interactions” + “heuristic evaluation, card sorting, analyzing and organizing content, sketching & wireframing, paper prototyping and user testing”.

http://www.webdesignerdepot.com/2009/10/the-history-and-evolution-of-social-media/

“There has never been a year quite like 2009. The simultaneous impact of technology and the global economic downturn have disrupted the advertising industry. What are some agencies doing and what do…”

Great slide on digital “diversity of output:”

The “exclusive and illusive” tone of Urban Daddy is one hot commodity – the email newsletter will generate around 5-10 million dollars in 2009. Not bad for an email publication (check out my posting on Daily Candy for another email cash cow). The company founded in 2005 by Lance Broumand and has 1.1 million subscribers. The publication is targeted to a ” style-conscious young male with a high income living in a big U.S. city.” Daddy has also changed it’s strategy a bit – originally being invitation only and now open to everyone to increase its subscriber base. “UrbanDaddy has sought to set itself apart with highly selective offerings, coupled with its increasingly customized sponsorship campaigns. As a result, UrbanDaddy claims to deliver higher metrics across the board, including click-through rates as high as 15%.”

Overall, I really like the look and feel of the site and the newsletter, clean and bold with large imagery and short but to the point commentary.

The blog is back from summer vacation! Great article about how digital is even transforming physical spaces and making them interactive (users are playing games on buildings) !!! http://adage.com/digitalnext/article?article_id=138725