Module 2: Amplifying Authentic Engagement Through Influence Unit 3: Authentic Attributes of Thought Leaders
experts), mentors (40%), edutainers (15%), and motivators (20%). The third dimension (instructional or insightful), though not significantly conclusive, expands the list to eight personas as illustrated above and detailed below. Analysts Analysts represent a fourth of today’s leading social media influencers. Their posts are typically conceptual and predictive in nature, and much of their social media content is in-depth. Comprised of visionaries (insightful personas) and strategists (instructional personas), they are often featured as keynote speakers at industry summits or expert panelists on LinkedIn/Facebook
Live. Engagement and passion are minimal as analysts seek to connect through their ability to enlighten audiences. Visionaries gain their social media influence from highly insightful analyses. They as seen as “futurists” and expected to serve as an “industry pulse.” Often deep in thought, they carefully craft responses to questions on trends and change
• Focus on: • Forecasting & predicting • Interpreting trends • Forward thinking insights & perspectives • Interpret market/tech impact on enterprise change
predictions. They prefer round table forums in a debate oriented setting. Consequently, marketers can get on the radar of these B2B influencers with empirical data, conference invitations, trendline reports, and book reviews. Strategists are more prescriptive and action oriented than visionaries. They are seen as “architects” and expected to serve
Audiences see us as: Futurists
Audiences see us as: Architects
Analyst
Instructional
Insightful
Visionary
Strategist
• Posts are often:
• Analytical/Conceptual • Profound (sage-like) • Strategic (high level) • Predictive • Content is in-depth (often technical) • Marketing research reports • Infographics mapping out complex processes • Crystal-ball podcasts • Often featured as: • Conference keynote speakers • Lecturers • Expert panelists
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