Proactively participating in online conversations is a pre-requisite to any campaign. Edelman’s approach is to understand and engage with influentials for any specific topic channel allowing you to socially optimise your public relations, marketing and business development strategies. Our robust methodology, validated by the Web Science Group at the University of Southampton, was one of the contributing factors that enabled MTV’s ‘Search for a TJ’ competition to be named as one of the top Twitter moments of 2010.
In short, Edelman answers the key questions of ‘Who, What, When, Where, Why and How’.
Who should we engage with? Focus on key influencers by topic, by channel.
What should we talk about? Understand the key issues that are important to the influentials.
When should we talk? Make sure your conversation takes place when people are listening.
Where are these conversations taking place? Wherever the conversations are taking place – from blogs to twitter or Facebook – we need to make sure we are taking part in them.
Why should we talk? Does engagement with this influential help achieve are business objective?
How should we engage? Converse differently depending upon the characteristics of the influential – i.e. do they create or spread ideas?
For more information on Influential Marketing, contact Jonny Bentwood: jonny.bentwood@edelman.com.
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