Mashable's latest #BizChat's Twitter chat was about influence: how to get it, and how not to stumble before you can wield it.
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Over the course of an hour, @MashBusiness covered an array of questions, ranging from how to maintain ethics as an influencer to the role storytelling and morals play in an influencer's social strategy.
Several influencers and entrepreneurs shared their insights on the topic, including: Alyssa Campanella, former Miss USA & style blogger of The A List; Brian Kelly; founder and CEO of thepointsguy.com; Christian Siriano, luxury womenswear brand fashion designer & member of the CFDA; Glen Gilmore, Forbes' "top 20 social media Influencer", digital marketing strategist, & lawyer; Jessica Igoe, head of global media content and partnerships at Google Play; JJ Davis, executive director of Dell's influencer relations & client solutions PR; Natalie Zfat, writer, entrepreneur & social media influencer; Steve Rubel, chief content strategist for Edelman; and Vashtie Kola, filmmaker, artist, designer and creative consultant;
Check out highlights from our chat in the Storify, below:
[View the story "#BizChats: How to build your online inlfuence" on Storify]#BizChats: How to build your online inlfuenceMashable hosted a Twitter chat to discuss how professionals and brands alike can propel their social influence. Storified by Mashable· Thu, Jul 16 2015 15:19:29
So, you want to be an influencer?
When people discuss the criteria behind what it takes to become a powerful influencer, numerous ideas concepts and precepts come to mind. Becoming an influencer can be perceived as an art, but it requires a level patience and trust that progressively has to be earned and acquired over a significant amount of time -- especially if you're working on behalf of a brand.
Don't be discouraged by this news. The most influential leaders and brands you can think of (Beyonce, Starbucks, Tim Cook) didn't get to where they are overnight.
@mashbusiness and several career experts participated a #BizChats Twitter chat to discuss how influencers can connect with their audience authentically. Welcome to #BizChats! Today we're discussing how brands and influencers can grow and maintain their influence. Please introduce yourselves!Mashable BusinessA warm welcome to our influencers: @alyssacampanella, @thepointsguy, @csiriano, @GlenGilmore, @jaigoe, @JJDavisatDell, @NatalieZfat, (cont.)Mashable Business@steverubel, & @vashtie! #BizChatsMashable Business#BizChats tip: Be sure to number your answers according to the question you're
answering. (ie., Q1.-->A1., Q2. --> A2., Q3. --> A3.)Mashable BusinessQuestion 1:Q1. What qualities make up an influential brand or individual? #BizChatsMashable BusinessA1. An influencer has many stand-out qualities, but above all, they're authentic. It's the 1 quality that makes people trust them. #BizChatsNatalie ZfatA1: Perseverance, relatability, honesty, and fearlessness. #BizChatsAlyssa Campanella@mashbusiness An influential brand or individual is nearly always an exceptional and responsive listener. #BizChats A1 #CXGlen Gilmore #SocBiz@mashbusiness A1. Establishing consistency & being innovative with the product. Also, learning from your customer & growing w/ them #BizChatChristian SirianoA1. Someone/something that repeatedly leaves a lasting, distinct impression with a group of passionate ppl #BizChats https://t.co/yVLXQSP0kzSteve RubelA1. Authenticity, honesty and a commitment to quality. #BizChatsdowntowns sweetheart@mashbusiness A1. For brands. Knowing customer needs. Being humble enough to serve their customers + bold enough to take risks. #bizchatsJessica IgoeA1. Travel brands that are influential must be repsonsive and proactive, like @deltaassist and @HiltonHHonors (on Facebook esp) #BizChatsThe Points GuyA1: The easiest distinguisher with an influential brand is that they've created a loyal following of brand activists #bizchatsRenata MagurdumovA1: Perseverance, relatability, honesty, and
fearlessness. #BizChatsJunior_NkomoA1: Influencers know and are authentic to their audience. Those who "bandwagon" a cause are quickly exposed discarded. #bizchatsJessica Yañez-Perez@mashbusiness A1: I think strategic transparency make brands influential and compelling. #bizchatsChela White-Ramsey@mashbusiness A1. Authority, expertise, and integrity are the most important characteristics for an influencer for me. #BizChatsDorothy GeorgeQuestion 2:Q2. What role does good storytelling play in being a digital influencer? #BizChatsMashable Business@thepointsguy The story must be authentic for the digital influencer’s to keep their audience engaged and active #BizChatsJJDavisatDellA2. Storytelling makes people *feel* not just think. It's shows not what you do but more importantly *why* it matters. #bizchatsJessica Igoe@mashbusiness A2 Good tool to allow fans to see our vision.It shows a 360° view of our product &allows customers to see our world. #BizChatsChristian SirianoA2 Influencers know to craft a narrative around a memorable arc to make the logical emotional + relevant. #BizChats https://t.co/qkfeidMrYxSteve RubelA2: A major one. Everyone loves a good story, but it's important to have your own voice and angle- that's what people want more. #BizChatsdowntowns sweetheartA2 In a content overload world, I try my best in my reviews and posts to have a fun, relatable voice. Ppl need entertainment! #bizchatsThe Points GuyA2: I find it a lot easier to relate to my readers when I share a little inside look at my life, but not revealing too much. #BizChatsAlyssa CampanellaA2: As a reader, I love being able to hear why they chose a certain item or all about their latest travel journey. #BizChatsAlyssa CampanellaA2. A great story can make you feel like you know someone you just met. It's a skill I learned at @RollingStone, that I use daily. #BizChatsNatalie Zfat@mashbusiness Q2. You pull the audience in. You make them feel engaged; you tap into consumers' emotions - an escape from reality. #BizChatsTracey Edouard It allows us to relate personally. Emotional responses from a good story are so impactful to a brands influence! @mashbusiness #BizChatsMelissa LessardA2: Storytelling has the ability to change an everyday task or activity into a journey or adventure. #BizChats @mashbusinessLena Parker-DuncanQ2 A story can build the perfect fairytale for a brand. Entertaining or heartfelt ppl want to be inspired. @mashbusiness #bizchatsStephanie Greenall@mashbusiness A2. A great digital storyteller can make you feel like you're the only person in the room that they're speaking too #BizChatsBrittney Hope LevineA2: Story telling also wakes creativity up. As I listen/read, I create possibilities and new ideas in my mind. #bizchatscamiQuestion 3:@mashbusiness The greatest conversationalists are always the best listeners. Start by sharing the community's story. #BizChats A3 #UGCGlen Gilmore #SocBizA3: This is also where storytelling comes back into play. Listen to your audience. See what resonates with them most. #BizChatsAlyssa CampanellaA3. The key to an authentic partnership is working with brands who reflect mine. @Dell, who empowers entrepreneurs, is a home run. #BizChatsNatalie ZfatA3 Identify their needs. Are they looking to be inspired? To buy? To learn? Align your business goals to match what you’re sharing #BizChatsAlex GaggioliA3: Engage with their audiences. Show that their feedback and opinions really play a role with your brand! #BizChats @mashbusinessLeadPath@mashbusiness A3. Giving behind the scenes & in-depth looks at what we're developing; being reachable to fans & asking opinions. #BizChatsChristian SirianoA3 On any social media platform: answer questions, favourite/like, respond, engage. Simple but effective. #BizChats @mashbusinessMelissa Lessard@mashbusiness A3. Humanize your brand by highlighting people in your organization and showing behind the scenes of any process. #BizChatsSofia NasrA3: Get to know influencers and start real relationships with them. #BizChatsJennifer DeWittA3: I think the feeling that brands listen and are reachable goes a long ways toward authenticity. I (& most) dislike automation.. #bizchatsRenata Magurdumov@mashbusiness A3: Share resources & be transparent. Transparency is key when connecting with #millennials #bizchatsBrad KarshA3. If you come from an authentic place then working with your audience in an authentic way will come natural. #BizChatsdowntowns sweetheart@mashbusiness Q3. Don't be fake. Every1 knows ur running a biz. Show off your passion - when ppl believe in you, the $ will come. #BizChatsTracey Edouard A3. Brands + audiences work best when there is a shared outcome, a focus on relationships and patience #BizChats https://t.co/nRsK1EQgCKSteve RubelA3: Brands should be real & involve audiences in process of content creation, ask them what they want to see/do/experience. #BizChatsJennifer DeWittA3 Don't just push out content you're interested in...help solve your audiences problems through your content. #bizchatsDean SinclairA3: Brands should look at how their products "would" be used naturally in their audience's lives, not how they "want" to be used. #BizChatsLena Parker-DuncanA3: Engage with people who genuinely engage with you, no matter what their following or personal influencer status may be #BizChatsPaysavvyA3: Get closer and more intimate with your audience (podcasting is a powerful content medium for that) #bizchats @mashbusinessPodcastPowerMktgA3: Letting the public know that they can have their own opinion to change something that they're not really into. #bizchatscamiQuestion 4:Q4. Where do ethics fall into play as an influencer? How do you maintain them? #BizChatsMashable Business@mashbusiness A4 Never shut out a potential customer.We stand by that belief by making clothes for all women at any age & any size #BizChatsChristian Siriano.@mashbusiness @Dell is transparent abt paid relationships & encourage our influencer partners to be by using #DellAdvocate #BizChatsJJDavisatDell@mashbusiness Without trust, there is no influence. Without ethics, there is not trust. #BizChats A4 #InfluencerMarketing #smmGlen Gilmore #SocBiz@mashbusiness A4. you are a living brand and need to know what you stand for, BUT we are all flawed, apologize for your mistakes. #bizchatsJessica IgoeA4: Everywhere. It's important to always be aligned with your own ethical code and stay aware to maintain them. #BizChatsdowntowns sweetheartA4 Ethics critical for credibility - eg when I mention clients in tweets I say so. All influencers should #BizChats https://t.co/U0lmztjImoSteve RubelA4. As an influencer, your followers trust you for your opinions. Don't disrespect them by accepting money to share a false one. #BizChatsNatalie ZfatA4: I will not work with a brand if I would never use them if I did not have a blog or have never heard of the brand before. #BizChatsAlyssa Campanella@mashbusiness A4 influencers gain credibility and respect through transparency. brands should expect and demand it. #bizchatsDavid Berkowitz@mashbusiness A4. By being selfless and doing the right thing. Always putting customer, employees, potential clients, audience, etc. first.stable/kernel@mashbusiness A4. Quick response time is essential to good company ethics in the digital age. #BizChatsSofia Nasr@mashbusiness -A4. Ethics is huge! At the EOD, all you have are your words & actions. If you falter from that then trust leaves. #BizChatsSummer Martin@mashbusiness A4. you are a living brand and need to know what you stand for, BUT we are all flawed, apologize for your mistakes. #bizchatsJessica IgoeA4. Ethics are everything. Without ethics, the brand falls down & loses trust. #BizChatsJennifer DeWitt@mashbusiness A4. In winning trust of your customer ethics play as an influencer and honesty is the best policy to maintain them.#BizChats Adi@mashbusiness Q4. Don't cut corners for money -- It makes people question what your true motives are when in the limelight. #BizChatsTracey Edouard Question 5: Q5. How can brands and influencers make partnerships a mutually beneficial opportunity? #BizChatsMashable BusinessA5. Partnerships are more than money. Often access and information are more valuable to me than being paid #BizChatsThe Points Guy@mashbusiness A5. spend time to build the relationship first and make sure it's not transactional as customers will sniff that out #bizchatsJessica IgoeA5 Find partners that align with your story. They don’t have to be exact, but there should be some relevancy. #BizChatsAlex GaggioliA5 Influencers can express a unique viewpoint of a brand. New perspectives, new potential customers. #BizChatsMelissa LessardA5: It starts with partnering with likeminded entities and not compromising their name for a paycheck. #BizChatsdowntowns sweetheartA5: Team up with people who represent what you represent and understand the "why" of what you do, not just the "what" #BizChatsPaysavvyA5 Start w/the audience and their motivation for following the influencer (info, fun, etc) & go from there #BizChats https://t.co/5reod2Zt9XSteve RubelQ5: Take the time to really build the relationship and understand business goals on either side. #bizchats https://t.co/gcR5CuPUbuKayla SilversteinA5: Brands use influencers to personalize the brand, and influencers use brands to credentialize them @mashbusiness #bizchatsIdeonA5: Stay true to brand when deciding partnerships. Should feel organic for both orgs to benefit, otherwise it loses authenticity #bizchatsJessica Yañez-PerezA5: The partnership also needs to be about more than a paycheck. You're expanding information & ideas together to more audiences. #BizChatsAlyssa CampanellaA5: The brand needs to see if the influencer is the kind they want promoting their brand... (cont) #BizChatsAlyssa CampanellaA5: (cont) and the influencer needs to see if the brand is the right fit for them to promote. And vice versa. #BizChatsAlyssa CampanellaA5. Success, to me, is never doing the same thing twice. Love when brands take risks & embrace my bold (sometimes shocking) ideas. #BizChatsNatalie ZfatQ5 Create an experience w/ your product that an influencer will love. They have a good time & you get coverage! BAM! @mashbusiness #bizchatsStephanie GreenallA5: Brands are able to amplify their messages and influencers are able to build up their reputations as experts. Teamwork! #BizChatsKimberly TrimbleA5: Work together towards a common cause. Seeing that brands are working together towards something is a HUGE plus #BizChats @mashbusinessLeadPath@mashbusiness Brands and influencers win when together they add more value to community conversations. #BizChats A5Glen Gilmore #SocBizA5. Having a great understanding of each other, the audiences & the goal. Being ethical & having good chemistry is important too #BizChatsKristen SilvaQuestion 6: Q6. What tools would you recommend influencers and brands use to better propel their messaging? #BizChatsMashable BusinessA6. It's i(M)portant to be cre(A)tive with your me(S)saging, ot(H)erwise it might get lost in the soci(A)l media (B)ust(L)(E). #BizChatsNatalie Zfat@mashbusiness A6. "tools" that stand out for me are your employee base and your customers. Starts with your A team. #bizchatsJessica IgoeA6. Please embrace the importance of design. Graphic design for print, web, mobile, everything. #BizChatsJennifer DeWittA6: Aesthetics are everything. Be willing to put in the money and time for designs that reflect your personality/message. #BizChatsLena Parker-DuncanA6 I love a multi-tiered appraoch. Ask me questions on twitter, follow my pics on Insta, read on Fbook and watch vid on Periscope #bizchatsThe Points Guy@mashbusiness A6. Using other iconic figures or role models to represent your brand & creating interactive content to share. #BizChatsChristian SirianoA6: Two words: SOCIAL MEDIA. It's ALL about social media these days. Being on top of your social media is VITAL. #BizChatsAlyssa Campanella@mashbusiness A6. A mix of social media, executive positioning, national biz media, inbound marketing and of course engaging contentstable/kernelA6 One of my favorite tools is @NewsWhip. They help us see news and topics that are influential on social #BizChats https://t.co/Be4CpEM5ZISteve RubelA6 The internet & SM of course, but don't forget about traditional channels as well. They work for many! #BizChats @mashbusinessMelissa Lessard@mashbusiness -A6. Social Media is your friend folks. Also, don't sleep on Podcasting but only if you're into it. #BizChatsSummer MartinA6: My other key tool is INSTAGRAM. Having eye-catching images and captions is crucial. #BizChatsAlyssa Campanella@mashbusiness A6. Seminars or platforms where they can talk directly to customers. And buy converting buyers into customers!#BizChats AdiA6: We use @hootsuite to keep our different communication streams organized #bizchatsD3, Inc.A6: Use the internet. Social media is major of course. But, give your audience a quality product and they will spread the word! #BizChatsdowntowns sweetheartA6: Influencers are fast becoming a media channel in themselves. They are the new media broadcasters with the power #bizchats @mashbusinessPodcastPowerMktgA6: Instagram is great for visual storytelling, but not being able to link makes it difficult to measure ROI #bizchats @mashbusinessIdeonA6: @mashbusiness Social media, guest blogging, & great visual content like videos that show brand/influencer relationship #BizChatsPaysavvyA6:You HAVE to use social media.You can connect so easily. Mobile marketing, too is becoming increasingly important #BizChats @mashbusinessLeadPathA6: Webinars, podcasts, video series are all great ways for influencers to present brand expertise to their audience #bizchats @mashbusinessPodcastPowerMktg@IntelSmallBiz @mashbusiness hugely different, but a common theme. Facebook more mass/general. Instagram younger. Twitter- mix/smartThe Points Guy@mashbusiness A6. Use social media for shareable content, but evaluate if the platform is relevant to your industry/customer base. #BizChatsSofia NasrA6: Identify the channels your customers are using organically to have conversations about products/services in your industry. #BizChatsKimberly TrimbleQuestion 7:Q7. What risks are individuals and businesses taking as they attempt to grow their influence online? #BizChatsMashable Business@mashbusiness A7. With any added exposure on the internet, you are risking negative banter and judgement. Everyone has an opinion. #BizChatsChristian SirianoA7: Trying to grow too much too fast and losing their core audience engagement. #bizchatsJessica Yañez-PerezA7. Not every follower is going to love every thing you do. But with a strong community, you get great feedback on every campaign. #BizChatsNatalie ZfatA7: Big risk is taking on collab that doesn’t go with your image, you risk losing your credibility/authenticity with your audience #bizchatsAlyssa CampanellaA7: They risk seeming desperate when they don't speak from their hearts. That's why authenticity is key. #BizChatsdowntowns sweetheartA7. Don't risk spreading yourself too thin on every channel. Pick two and be amazing on them. #BizChatsJennifer DeWitt@mashbusiness Too often, the drive for influence is a drive for numbers at the expense of real relationships. #BizChats A7 #smmGlen Gilmore #SocBizA7: Losing complete control of their brand message as content sharing increases #bizchats #brandingOne NorthA7 Risk of steering away the original customers & fans! #BizChats @mashbusinessMelissa LessardA7: Orgs need to focus on 1 or 2 platforms instead of all SM platforms. They risk dilution of their message or can't manage all. #bizchatsJessica Yañez-PerezA7: A lot of businesses are taking risks of having negative feedback posted online. It's hard to make it go away #BizChats @mashbusinessLeadPathA7: Not having the resources to support their social growth goals, it takes a lot of work! #bizchats @mashbusinessIdeonA7. Relationships fail. It's a reality. It's how you respond that makes you a better brand. Attitude is everything. #BizChatsJennifer DeWitt@mashbusiness A7 Digital channels and social media have made communication 2way. You can't quite control customers the same way. #BizChatsDorothy GeorgeA7: Brands also have to be careful about spreading themselves thin, they have to find what they're good at and focus on it #bizchatsD3, Inc.A7: For brands who don't have a clear vision or understanding of audience, becoming an influencer may not be best use of resources #BizChatsPaysavvyA7: One risk is that one side of the partnership may not hold up their end of the agreement...and fallout will vary in degree... #BizChatsLena Parker-Duncan@mashbusiness Q7. Not having a filter. Just pretend snapshot cams are tracking your every move online -- b/c they really are. #BizChatsTracey Edouard A7 An influencer can have a large audience but that doesn't mean they fit your brand. This can fracture your image #bizchats @mashbusinessStephanie GreenallA7. TRUST your team. Don't risk disloyalty by not letting your people do what they love & are trained to do. #BizChatsJennifer DeWitt@mashbusiness Influence should be about long-term gains rather than short-term goals. (Forget the viral video!) #BizChats A7Glen Gilmore #SocBiz@mashbusiness A7 poor quality content or a low social media presence risks damaging the business name instead of growing influence #BizChatsNIKKTTOQuestion 8:Q8. What final tips do you have for influencers and brands? #BizChatsMashable BusinessA8. My best tip for influencers: You can do anything, but not everything. For my brands: Quality over quantity, always. #BizChatsNatalie ZfatA8 CONTINUOUS LEARNING! So important, often forgotten. #BizChatsMelissa Lessard@mashbusiness Real influence is about more long-term relationships, than short-term numbers. #BizChats A8 #smmGlen Gilmore #SocBizA8. True Influencers for a brand are already in your community who really are your "advocates." Nurture them. #bizchatsJoallore@mashbusiness Brands: look beyond the paid post. There's tons more value in engaging as a peer with independent influencers. #BizChatsMarshall KirkpatrickA8: It’s important to know your brand, as there are many other influencers and brands out there nowadays. #bizchatsAlyssa CampanellaA8: You need to think: what sets you apart? Always have a game plan. And know that everything takes time. #bizchatsAlyssa CampanellaA8: Be authentic and be yourself, if you have good honest content the audience will come! #bizchatsD3, Inc.@mashbusiness A8 Be true to your vision, but be able to move with the times. Stay honest and customer focused. #BizChatsDorothy GeorgeA8: Be authentic, share great content and engage with and listen to your audience #BizChats @mashbusinessPaysavvy@mashbusiness A8. True marketing success for brands is for content & conversations to be natural and not forced or manufactured. #BizChatsSofia NasrA8: Do things that ignite passion. Not every job/check is meant for you. People will respect you more for it all. #BizChatsdowntowns sweetheartA8. Don't just do what's right, do what's better. For your influencers, your customers, your team, really just everyone. #BizChatsJennifer DeWittA8: Know your brand, know your audience. Make sure your vision or purpose come through in all your messaging. #bizchatsJessica Yañez-Perez@mashbusiness Q8. Stay true to your core values. Be authentic. Put people first. #BizChatsstable/kernelA8 Build a relationship first! Develop trust and then offer to become partners! #bizchats @mashbusinessStephanie GreenallA8: Fellow style/fashion bloggers - be bold. Never second guess or overthink anything. Have fun with it, & your readers will too. #BizChatsAlyssa CampanellaA8: Focus on your identity and authenticity. Don't copy something else. #BizChatsdowntowns sweetheartInfluence is about TLC:
T rust
L istening
C ontributing
#InfluencerMarketing #smm @mashbusiness #BizChats A8Glen Gilmore #SocBizQ8: Not taking a risk is taking a risk. #BizchatsColeen CaseClosing Comments: Thanks @mashbusiness and all the AMAZING other participants in today's #bichats! That hour flew by! Everyone learned a lot! xoxoAlyssa Campanella@mashbusiness @thepointsguy @GlenGilmore @jaigoe @JJDavisatDell @NatalieZfat Thank you! Happy to have been a part of it! #BizChatsChristian SirianoThank you for having me! Such an honor!