As social networking becomes more pervasive in our everyday lives,
influencers will play a more critical role in our decision making
process. Through a network of influencers, businesses can reach
consumers or industry leaders in a meaningful and valuable way.

Influencers come in all different shapes and sizes.  There are
cultural influencers, political influencers, and even those kids who
often exert decision-making powers in their household. Each individual
or group of influencer(s) requires a smart, tailored communications
approach. Identifying how you’re going to reach influencers is key in
building long-lasting relationships. Are you going to be speaking 1)
with, 2) through or 3) to them? These three communication approaches
will shape your bond with influencers and inform your strategy.

To begin thinking about influencers, consider:

• Their passion point(s)—Do they focus all of their time on your
  entrepreneurial passion, or do they have several areas of expertise?
• The degrees of separation from the decision maker(s)—Different people and organizations exert different types of influence.
• How can they benefit your initiative—Think of ways to motivate your target influencers to get behind your product.

To illustrate these points, let’s take example from Colin Powell and
Kliener Perkins. The former secretary of state has deep connections in
high-level political and business circles. Powell is limited in the
number of things he can be passionate about, whereas the legendary
venture capital firm has a team of high-level influencers across many
industries. Both influencers have deep but different passion points and
connections. One is a network of high-level influencers, where the
other has deep personal connections. Fortunately, if you were to
approach Kliener Perkins in search of influence, Colin Powell could
help (as he sits on their board).

As you think about approaching influencers like Kliener Perkins or
Colin Powell, don’t just consider how they can benefit you, instead
think about how you can help them. Are you on the cutting edge? Are you
a future leader? What can you bring to their table?

Consumer Influencers

Who Are They?—Segmenting influencers into high-leve...

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