Influence - Lewis & Carroll

Mobilize mobilizers

The basis of Influence is a well-built Conversation

The Influencers.
We all have around us a group, or more than one, of people we influence. And we’re all part of someone’s sphere of influence.

Influencers Qualification Platform - Influencers Marketing by Lewis & Carroll

In the “real world” we are part of circles of people we know and know.
In the “online world,” we are part of groups of people who do not know us and who know absolutely nothing.

The big difference that opens up the online environment is that it gives us the possibility of establish very close relationships, with a great level of trust, with people we do not know and do not know us, but in whose opinion, judgment and recommendation we rely on to make a decision or to change decisions that we already had made.

Working with Influencers is a Strategy to empower a Community.

Content.
- They are the “natural” generators and diffusers of contents.
- Their treatment of the themes set the trend and become a highly viral experience.
- Its contents are already a platform of continuous presence for the Brands.
Channels.
- They are very active in different social networks and are intensive in sharing content, commenting and chatting.
- Bloggers, Youtubers, Twitter influencers, Instagrammers… grow in quantity, quality, influence and confidence. Its content is “authorized opinion” and its recommendations help define purchasing decisions in most markets.
Relationships.
- They combine online/offline presence and activity.
- The interrelationship of influencers from different countries multiplies their visibility not only in the countries of origin themselves but in their territories and areas of influence, both linguistic and cultural.
- Social networks become the main search environment in the most relevant topics of any sector of the economy.

Objective: connect with the Early Market.

This chart (known as the Rogers Curve or as the Moore Chart) shows us a quantization-type of the different segments in which we can divide our potential market.

Influencers are usually located in the first and second segments: they are the innovators and the early adopters,according to Rogers’ nomenclature, or enthusiasts and visionaries, according to Moore’s nomenclature.

From these two groups, which represent only 16 of what we can consider our “potential audience,” it depends on us reaching the quantitatively numerous groups: the early majority and the late majority. In the last segment, we find those that are normally called traditional or sceptical (laggards).

As the graph shows well, the conquest of the first “brave ” (innovative/enthusiastic) is decisive to attract and engage early adopters/visionaries and then there remainstricky part of saving the abyss (chasm) that leads us to the Mainstream Market, that is, to build a bridge that will lead us to the mass market.