Module 2: Amplifying Authentic Engagement Through Influence Unit 3: Authentic Attributes of Thought Leaders
Charismatics tap into the emotional side of audience connection. Capitalizing on heartwarming stories, inspirational messaging, and often high energy, they inspire others to consider their insights. Charismatics appreciate more intimate commentary when interacting with them.
storytelling. This is often done through energetic dialogues hosted on podcasts
• Offer fresh perspectives on dealing with consumers • Communicate what's wrong with current approaches • Question cultural mindset • Simplify explanations of complex concepts • Interpret changing customer behaviors
and live streaming forums. Marketers seeking ways to get on the radar of entertainers should consider playing the role of a supporting cast member (e.g., sidekick). Motivators Approximately 20% of today’s leading social media influencers can be described as motivators . Their posts are typically optimistic, encouraging and driven around success stories, life lessons, and inspirational quotes. Comprised of evangelists (enlightening personas) and
• Enlighten organizations on the larger context of: • Technology • New concept (e.g., media) adoption • Illuminate perspectives on: • Changing customer environments • Promising strategies • Provoke new thinking • Provide compelling evidence of change from personal success stories
This is often done through visuals and shared experiences. Many reach their fame in TED talks and other staged forums where they attempt to mesmerize their audiences. Overall, they are seen as “inspirational role models” and expected to serve as “pearls of wisdom.” Entertainers are less engaged than charismatics (e.g., consider the lack of engagement between a comedian and their audience). They are seen as “amusing” and expected to serve as “performing critics.” Entertainers thrive on stage with comic routines and fun
Motivator
Insightful
Instructional
Audiences see us as a: PASSIONATE CRUSADER
Audiences see us as: GOAL DRIVEN
Coaches
coaches (engaging personas), they are often featured in auditorium or TED Talk settings as guest speakers. Evangelists are like charismatics but with an agenda. Many are advocates for certain technologies, platforms, or overall social concepts. They gain their audiences often
Sidekick
Comedian
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