What tech stack should a microinfluencer use?
Most investors including me spend most of our day doing the same things people have always done in the job: in my case, due diligence, deal execution, etc. However, being a “microinfluencer” is now also part of the job description.
In the future, everyone will be famous for 15 followers. Traditional celebrities or influencers with millions of followers have a large service industry and tech stack to serve their needs. But the standard toolkit of a microinfluencer is still evolving.
The challenge is that my time and money budget for “influencing”–content creation and marketing– is minimal. Also, since I’m not trying to be a full-time marketer, I can’t use some of the standard celebrity techniques. I can’t pick fights on Twitter; date other celebrities; or swear a lot at conferences. These vectors work for a lot of celebrities, and for some businesspeople and politicians, but I’m uncomfortable with them and it will impede my ability to do the rest of my job. Plus, my wife doesn’t let me date celebrities.
Another difference: Traditional influencers rely heavily or purely on virtual marketing, because that scales. But for B2B sales, meeting people in person is often mandatory. Sadly, no one is buying a ticket to my latest blockbuster movie for $10. They’re taking a $1m check from me, or giving $5m to me as a limited partner. Gordon Platt, President, Gotham Media, observes, “You may meet people on-line, but when’s the last time (Read more...)