To become known as an online influencer you need to master your message, build a tribe of loyal followers, and create a shareworthy brand style or mystique that is compelling. That’s a tall order. Much of the time the popularity of an influencer is directly related to the topic.
Choose Your Topic of Influence Wisely
If you are an expert or have a passion around a trending topic, brand, politics, or celebrity, then you’ll have an easier time of developing your identity as an influencer. However, all is not lost if you don’t. If you are committed, have a valued message and/or content, and you follow some basic best practices, you will garner more attention.
How To Become Influential
The time it will take to develop yourself as an influencer depends on your commitment and the priorities of your market. If you are halfway in, then results will be mediocre at best.
If you are super passionate and are speaking, being interviewed, producing video and social imagery, as well as articles all over in a consistent manner, you will begin to rise in visibility.
To become well known, reach out and make connections with other influencers of your market. Like their posts and offer positive comments and acknowledgement of their work. Share their posts. Then reach out with a friend request, follow, or connection request. Yes, you want to connect with well known people including CEOs and thought leaders. You can also reach out to those who are their biggest advocates online. Remember competition is not an obstacle when you’re building social media influence. It actually helps. You may want to participate the Facebook and LinkedIn groups these leaders have. Be sure NOT to be self-promotional. You’ll actually shoot yourself in the foot if you do. Be a giver! You may choose to answer questions that arise in the group or add value where you can. Apply to speak at the conferences they speak at and find new ones in your niche.
To grow your tribe, create a content marketing strategy. Showcase your expertise in blogs, LinkedIn articles, and video content that you share across the various networks your market is active. Use a tribe marketing platform like Social Buzz Club to expand the reach of your content. Members of these platforms curate each other’s content. Make sure your website is set up to compel your ideal market to opt-in to be on your mailing list. This means have an irresistible free offer for them. Downloadable content that offer solutions to what they are craving work the best. When your tribe drives traffic to your blog posts that have useful content and powerful calls to action (CTAs), you will grow your influence rapidly.
How to Measure Influence without Klout
Between 2014 and 2018 there was a site called Klout.com which went to great lengths to measure influence. Klout was bought out and then sunsetted like many a buyout. Nonetheless, since that time we have seen the rise in influencer marketing. To know how influential you are, you’ll want to measure some things.
General rule of thumb is to look for and measure the reach of your own posts and track traffic to your website, specifically your blog content. In addition, gain momentum by OTHER people organically sharing your blog posts. Passionate entrepreneurs, product managers, and brands will often use a gamified content sharing platform to do so. When you can have a blog be shared organically by a dozen or so people to their social networks, you drive more traffic and at a minimum visibility for you as a shareworthy influencer.
When you think of creating a movement, you may naturally think of Ghandi who supported the liberation of India from British rule, Martin Luther King who campaigned for civil rights, and even the #MeToo movement for ending disrespect and violence against women. These are big history making and society changing processes. But how is a movement born?
Social Buzz Club, Founder, Laura Rubinstein interviewed transformationist Joseph Ranseth about what is a movement and how does one launch it. This article is a summary of this in-depth interview. Be sure to watch the interview that is embedded within this article below.
What is a Movement? Defined
The word “movement” has become a buzzword in the online marketing space and many who simply want to move product make their objective it sound grander with the word movement. Marketers can use their tools and strategies to engineer transactions. They identify the words, colors and experiences to stir the emotions that lead to the predictable actions that they want you to take. That works to get a certain number of transactions done.
However, the purpose driven entrepreneur who has experienced hard earned life lessons typically has a heartfelt desire to serve others are passionate about causing transformation and serving others. For these people relying upon marketing tools and strategies is not effective. Great marketers not only have the tools and strategies, but they also understand human behavior and what drives decision making.
Master Marketers Engineer Transformation
Master marketers have this knowledge of what drives human behavior along with the tools, but they are not trying to move product transactions. Instead they use it to engineer transformation. They ultimately give people a new lens for how they see themselves or the world around them. Then there are natural actions that occur. Change comes from two places discipline (decision based) and disposition (natural inclination). Discipline change is about creating a new habit or using will power. Under stress the discipline goes out the window. Disposition based change is about a belief that has been activated. It has a deep foundation and causes more sustainable change. For example, when a grandfather who has smoked his whole life sees his newborn granddaughter and realizes he wants to be around for her graduation, he makes the choice in an instant to stop smoking forever.
Disposition based actions cause sustainable change and master marketers work to create just that. In marketing and creating a movement when you focus on giving people a new lens, that change happens automatically.
3 Keys To Start A Movement
To start a movement, Joseph suggests identifying these three keys:
1- Big Idea – Identify a big idea that is bigger than ourselves. It has the power to bring people together for a common cause without them giving up their identity. This concept allows people to celebrate their differences, yet they can come together because there is a universal truth or principle that resonates and the idea can grow from. For example, Dr. Martin Luther King was not focused on passing a civil rights bill, he was promoting the big idea that all people are created equal. Once you have the big idea then start thinking about how do you express it in physical form.
2- Clear Message – The heart of the message is easily recognizable and repeatable and people just get it. “I have a dream” is what is remembered in context of everyone getting along not the full 16 minute speech Dr. King gave. When people get it, it anchors them to it and they naturally take action in alignment with it. You must capture the universal truth in a such a way that it lands in the hearts and minds of people and transforms them. This is where the art of choosing words that help things go viral that Joseph consults about.
3- An Army of Advocates for the Cause – You need evangelists. Find the eternal truth behind this – helping people care for families before it becomes an emergency. There was no way that Dr. King took on people getting along and treating each other as equals on his own shoulders. Thousands and eventually millions got caught up in this movement. Here at Social Buzz Club, we love bringing influencers and advocates together to grow movments.
How To Identify The Timeless Universal Truth
Take the time to contemplate the bigger picture of your mission. Here are some questions you can start with:
What is the timeless universal truth your building upon?
How can it be expressed in a way that resonates deeply? Paint the vision for them (I have a dream speech)
How do you communicate it so people take up that cause so they don’t feel like they are losing themselves or serving someone else’s agenda?
From Marketing To Movement
Marketing is about promoting a product, person or a company. When you elevate it to a conversation that everyone can be a part of, you have the foundation for a movement.
A movement elevates human consciousness. It’s not just about achieving a goal. It’s about impacting the human trajectory of humankind for the better. Thereby allowing future movements to build upon that. When you identify that thing that is helping to elevate human consciousness, then you look at it as a process that is distinct from asking the question how do I get a whole bunch of people to buy stuff. Instead we build on an eternal truth that causes transformation.
Working Through The Drama Triangle To Elevated
Many people who start movements see a “wrong” that they want to “right.” It starts with the drama triangle. As the formula, life and most stories go, there is a damsel (or person) in distress captured by the evil dragon and the knight in shining armor saves the day. In other words, there is a victim to some sort of villain and a hero saves the day. Any time there is drama in our lives there are players in these roles. Movements are a lot of drama. Someone is the victim to a villain and the hero or person/solution/legislation is needed to save the day.
Villain represents the shadow or the wound
Usually this passion for causing a transformation (creating a movement) comes from something that is very personal. Knowing how bad it can be is a starting point. Many social justice movements, started with people who are wronged and want the logical conclusion of the opposite to solve this problem.
In order to have an effective movement we need to come to the place where we are no longer in the drama triangle. And rather we can observe it. That’s where our awareness is elevated to a place of seeing the whole (both sides) – not just heads or tails / right or wrong… But look, it’s a quarter and both are necessary. Then from this new perspective the dialog can begin. To ignite a movement you must move from here’s the thing that is wrong to the higher perspective that can actually change the conversation.
When you have an idea, Joseph puts their big idea through the 9 step rubrik to make sure it qualifies and get to their bigger vision so that does more than raise awareness. It changes a conversation and gives the world a new lens.
Great questions to transform your idea to a new lens for humanity include:
What dialog are we going to make obsolete?
What is the conversation that makes our differences irrelevant?
How This Doctor’s Movement Is Ending Professional Burnout
Joseph admires Dr. Diane Ansari-Winn who has invested her life in being a healer. While practicing anesthesiology she got burned out. As she came out of this, she wanted to help other doctors heal and prevent burnout. As she and Joseph worked though the vision and elevated the conversation from good/bad to the broader viewpoint, she launched the Physicians Vitality Institute that empowers healthcare organizations to incorporate more dialog around physician wellness and programs. This included training to help physicians do peer to peer coaching to prevent burnout amongst each other so eventually the whole discussion of burnout in the medical profession becomes obsolete.
How To Start A Movement Summary
Look for the timeless eternal truth. You can start with the problem, but then elevate it to something everyone can buy into. For example, people thrive when they are in healthy communities. Elevate your vision from engineering transactions to creating transformation.
Start Your Movement With The Global Influence Summit Community
Joseph leads the Global Influence Summit 2019 marks the 4th annual conference. Attendees with start engineering transformation with him March 21-23, 2019 in San Diego.
Coach Laura is a Social Media and Marketing Strategist, Master Leadership Coach, Certified Hypnotherapist, and co-founder of Social Buzz Club. She specializes helping businesses create more profit and connections, while improving their brand perception.
Our philosophies on how we lead and manage people have been ingrained in us over the years. Rightly or wrongly we follow in the path of those before us and emulate their behaviours. There has been a lot of literature and a number of different positions taken regarding leading and managing. Most of this has not had an impact on how most of us lead or manage. Why is that? Is it because our learned behaviour kicked in and we did what those before us were doing? Is it because we have been told rather than someone challenging us to think outside of our comfort zone? Is it because leaders are born and it is not something that we can learn to do? Some very thought provoking questions!
Are You Sufficiently Supporting The Growth Of Leaders?
When I take a look at some of our leadership/management development programs I hear the same message over and over again.
We spend a lot of money on training people to become good leaders and managers but the results are not always what we had expected. My first question is always what have you done to support the learning? Have you provided a mentor for your new leader/manager to work with to reinforce the learning’s that they have just realized? Think of it from a continuous learning process – assess, determine the gap, train, reinforce in the work place, assess and continue the process. Failure to do this, results in us setting people up for failure.
Fast forward to a time where you now have this new leader/manager in your workforce and they are struggling. What are some of the things that you are willing to do to assist them in their growth? I have seen this far too often and in most situations the new leader/manager is reaching out for assistance but we choose to ignore.
The Missing Keys To Successful Leadership Development
Two key elements seem to be part of why we don’t reach out to help these folks be successful.
First, we are not good at developing work relationships – helping each other grow personally and professionally. The other important element is that we seem to have lost the art of communicating effectively. The majority of the poison/negativity that exists in the workplace today is due to our poor communication and how we message with others. Sadly that poison/negativity can spread rapidly through an organization and most leaders never realize how bad it is till it is too late. Don’t let that be your organization – there are things we can do to change those situations!
I found this excerpt and wanted to share it with you as it speaks to a leader with mentoring skills. It is all about relationships, personal and professional growth and a huge focus on the positive.
“Relationship theories, also known as transformational theories, focus upon the connections formed between leaders and followers. Transformational leaders motivate and inspire people by helping group members see the importance and higher good of the task. These leaders are focused on the performance of group members, but also want each person to fulfill his or her potential. Leaders with this style often have high ethical and moral standards.”
Take your leadership and management skills to the next level through the “power of mentoring!”