Nicolas's presentation at Social Media Marketing 2012 London, hosted by Our Social Times.

1. INFLUENCE ONLY WORKS
IN CONTEXT
Nicolas Chabot
VP Europe @TRAACKR
#SMM12 @TRAACKR @nicochabs

2. WHO IS LEADING THIS
CONVERSATION?
#SMM12 @TRAACKR @nicochabs

3. MISTAKE: FOLLOW THE MOST
POPULAR VOICE
100
10
#SMM12 @TRAACKR @nicochabs

4. INFLUENCE ≠ POPULARITY
INFLUENCE = PEOPLE IN CONTEXT
Hybrid cars
#SMM12 @TRAACKR @nicochabs

5. INFLUENCE ≠ POPULARITY
INFLUENCE = PEOPLE IN CONTEXT
Hybrid cars
Hybrid cars Hybrid cars
Hybrid cars Hybrid cars Hybrid cars
Hybrid cars Hybrid cars Hybrid cars
Hybrid cars
#SMM12 @TRAACKR @nicochabs

6. CONVERSATIONS ARE DRIVEN BY
SPECIFIC PEOPLE WITH EXPERTISE
Illustration with top influencers in 4 related searches in cars
TECHNOLOGY IN
LUXURY CARS
CARS
CAR DESIGN HYBRID CARS
#SMM12 @TRAACKR @nicochabs

7. CONVERSATIONS ARE DRIVEN BY
SPECIFIC PEOPLE WITH EXPERTISE
Only 8% of identified influencers common to the 4 topics
13%
TECHNOLOGY
LUXURY CARS IN CARS
21% 8% 13%
HYBRID CARS
CAR DESIGN
15%
#SMM12 @TRAACKR @nicochabs

8. Q:WHO IS THE MOST INFLUENCIAL DIGITAL
COMMUNICATIONS PRO IN THE UK?
DIGITAL MARKETING
SOCIAL MEDIA
DIGITAL PR
#SMM12 @TRAACKR @nicochabs

9. A: THERE ARE SUBJECT MATTER
EXPERTS…
DIGITAL MARKETING
SOCIAL MEDIA
DIGITAL PR
#SMM12 @TRAACKR @nicochabs

10. ….AND CROSS POLLINATORS
DIGITAL MARKETING
SOCIAL MEDIA
DIGITAL PR
#SMM12 @TRAACKR @nicochabs

11. TO FIND YOUR INFLUENCERS, FIRST
DEFINE YOUR CONTEXT AND THE
REST WILL FOLLOW
Nicolas Chabot
VP Europe @TRAACKR
#SMM12 @TRAACKR @nicochabs