SXSW 2012 - Everyone’s Wrong about Influence. Except your Customers

Everyone’s Wrong about Influence. Except your Customers
Event	Interactive 2011
Format	Solo
Organizer	Valeria Maltoni – Conversation Agent, LLC
Description	What is influence? For a decade, Malcom Gladwell's "The Tipping Point" has served as a touchstone for those who believe that influence resides in the hands of a select few. Not so, says a new generation of marketers. They believe that thanks to the democratizing power of the Internet, anyone can be an Influential. Both camps are wrong. True influence flows from drawing together people with shared interests. This session focuses on the process of identifying areas of relevancy among your customers and prospects, building community, and allowing others to amplify your influence as you meet their needs.
Questions Answered	Why is everything you know about influence wrong and what should you do about it? What doesn't work? The 5 "influence traps" you must avoid. How do you reach the people who really matter the most? What are the best ways to influence the influencers your customers watch for cues? Can influence be bought or sold?
Level	Advanced
Category	Branding / Marketing / Publicity
Tags	community engagement, influencer programs, word of mouth

Everyone’s Wrong about Influence. Except your Customers