Posts Tagged ‘influence’

Differentiation Requires Show, Not Tell

Posted on: May 20th, 2013 by Geoff Livingston 8 Comments

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Image by Eric Lim

The Internet and in particular social media have empowered thousands, perhaps millions, to start their own businesses. One outcome of the social media movement is how easily people become “thought leaders” or topical influencers.

As a result, we have many paper tigers running about, almost indistinguishable from the ones with real teeth with one singular exception: Results.

Last week for PRSA-NCC and this morning during a keynote at Brand Camp NYC I discussed this exception, and its critical role in creating true market leadership.

When content and personal branding techniques online quack and act like ducks, many readers are quick to believe. Yet results are not necessarily associated to the voices, creating a problem. Because we have hit a saturation point, more businesses are becoming discerning in their choices of vendors, digging deeper than what’s published on a blog post or LinkedIn group.

As time continues and social becomes a place overburdened with branded marketing content and voices, differentiation requires more. Pundits are a dime a dozen these days, real businesspeople are not.

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Geoff Livingston on Google+

Two Ladies Lead #Demand13

Posted on: May 6th, 2013 by Geoff Livingston 7 Comments

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As one of my projects, Vocus asked me to program the Demand Success 2013 conference (6/20-21), their first marketing conference open to the general public. Last week we announced our second major keynote, Elisabeth Moss, who plays Peggy Olsen on Mad Men. I was tickled that the buzz revolved around Mad Men, and not the presence of two strong ladies Moss and Arianna Huffington as the leading voices of Demand Success 2013.

To me, that’s remarkable because for once female speakers at an Internet marketing conference are a non-issue.

Our two primary keynotes are women, and no one cares. Why? Because they are qualified, relevant, and obvious.
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Geoff Livingston on Google+

Actors and Directors

Posted on: March 19th, 2013 by Geoff Livingston 6 Comments

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If you listen to conversations about online power — at least those supported by bloggers — strength centers on the individual voice. Yet, now that big money has arrived online, the solitary influential voice represents a role player in the Internet ecosystem.

Let’s use a metaphor to illustrate this point: Hollywood and its power structure of actors, directors and producers. Individual voices represent actors. Entities like budget-rich companies investing in online media, traditional media companies, publishing houses, and already successful individuals are the directors and producers.

This is not to demean individuals that have made a name for themselves online. Consistently excelling online as an influencer takes significant effort. There’s a reason why so many social media voices are obsessed with influence.

You can debate whether people garner attention or become noteworthy for achievements, but long-term success is not an accident. It’s the result of doing something right consistently over time.

Back to the metaphor… Everybody wants to work with the most successful actors (cough, stars [ugh]). We know this. Any blogger just needs to show you their in-box and the heaps of spam pitches they receive as proof points.

BUT.
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Geoff Livingston on Google+