Winfluence by Jason Falls

Author:Jason Falls
Language: eng
Format: epub
Publisher: Entrepreneur Press
Published: 2021-09-15T00:00:00+00:00

THE PAYOFF OF USING YOUR CIRCLES OF INFLUENCE

Don’t forget there are many different types of people with influence. You probably come into contact with many influential people every day. You just don’t think of them as “influencers.”

Remember the circles of influence we discussed in Chapter 4? Figure 4-1 on page 44 showed us varying levels of people around your brand you can consider as potential audiences for influence. Your brand is at the center. The closest circle of influence is your employees, then vendors and partners, then current customers, and so on. All these people can then influence others about your brand in turn. Some of them are influential online, but many others influence their audiences off-line. It is wise, then, to put yourself through the exercise of identifying people of influence besides the stereotypical social media personalities with online followings.

A project Cornett ran for the University of Kentucky HealthCare team in 2019 focused on driving views, comments, and shares around a brand video. The team engaged several relevant local online influence partners to like, comment on, and share the spot. They did the same with off-line people of influence, like Lexington Mayor Linda Gorton and other elected officials, leaders of local civic organizations, a popular local dentist, and the music director at a large church in the city.

But they had started their influence program even before they hired us. UK HealthCare first screened the “We Are Proof” video to internal audiences and rallied their employees around the launch. The team also reached out to previous patients and their families who had positive stories to share about UK HealthCare.

They asked each group to visit the brand’s Facebook page on the day the video launched, view it, and then like, comment, and share it. When they shared the video, they were asked to tell their UK HealthCare success story. By tapping into multiple circles of influence for the brand, a two-minute commercial for a hospital drove 40,000 views within the first few hours of being posted. After four days, it had hit 250,000 views. By the six-month mark, the video had been viewed more than 835,000 times.

The city of Lexington, where the hospital system is centered, only has a population of 323,000 people.

That campaign earned UK HealthCare and Cornett a 2019 Shorty Award (an award “honoring the best of social media”) for Best in Pharma & Healthcare. It did so well because it leveraged Winfluence. Rather than simply choosing people with big online followings to amplify its campaign, UK HealthCare capitalized on its existing circles of influence to enlist employees, vendors, customers, and community members. Each became a channel of influence for the project regardless of how many online followers they had.

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