Everybody seems to have their own ideas about which events are best for influencer relations — meeting and engaging with influencers, becoming an influencer. This is especially true right now in the Web 2.0 / social software realm.  One event that’s earned my respect over the last year is Defrag. Let me tell you why.

Defrag has 4 of the characteristics I use when deciding what events to recommend to clients:

Clear point of view: Defrag isn’t an industrial landfill of all possible topics within the social software - enterprise 2.0 market space. It has a well-defined focus: software innovations that can help us turn all this data into something meaningful, useful, and world-life-or-job changing. To be sure, this level of focus pulls in well known topical experts. It also attracts lesser known influencers who are driven by a sincere passion.

Who’s buzzing about it: Two of the people who nudged me about this year’s Defrag were Graeme Thickens and Charlene Li. And I don’t mean that I picked it up from their blogs on my FriendFeed. Both mentioned Defrag during 1:1 conversations.

Who’s attending: Check it out for yourself. The AR compartment of my brain lights up when the speaker roster for a relatively small event includes the likes of Kathleen Reidy, Jonathan Yarmis, Paul Kedrosky, Stowe Boyd, Ian Glazer, and Mark Koenig, plus Charlene. That’s just the tip of the iceberg. Look at the influencers attending from the entrepreneur, operations and academic communities. This is a well-rounded line-up.

Potential for meaningful dialogue: It’s small enough to be intimate, yet large enough to stay fresh for 2 days. Plus, the agenda brings attendees together for keynotes and filters them into smaller groups for dinners and breakouts. It’s a natural extension of the online social experience. In other words, there’s a high potential for real conversations with real thinkers about stuff you really care about.

You would think that Chris Brogan, an impossibly wise and kind thought leader in social media circles, would never run into difficulties in engaging with influencers. Yet, he does. He shares a personal story about it, and how he succeeded, on this beautiful autumn morning.

His story highlights one of the tenets of influencer marketing: human beings respond differently to different types of outreach, at different times.

In short, if you are going to touch a new influencer 5 times, don’t use email for all 5 of the attempts. Don’t rely on posting 5 comments to their blog. Don’t try to get attention by connecting on 5 different social nets.

Mix it up.

What works today with one person, may not work again tomorrow. It may not work at all with another person.

Remember too, that every outreach doesn’t need to have precise aim and content. Don’t always strive to be erudite and thought-provoking.

Like Chris, just try to be genuine.

Microsoft large account resellers (LARs) are among the most influential channel partners in the industry. Companies that benefit the most from LARs are those that understand how to work with LARs as sales influencers.

LAR influence ranges from injecting consultative insight into a volume-licensing contract, to sharing competitive intel on mutual accounts. LARs can also give their downstream partners an additional boost through the Microsoft Influence Program for partners. Companies bringing contracts to registered LARs receive recognition and rewards direct from Microsoft. Altogether, that’s a far cry from relegating LARs to licensing support.

Of course, LARs will eat your lunch if you let them. As with any influencer, vet them properly before inviting them near your accounts. Sizing up LARs as influencers — not just as order takers — is a good way to start.

Rich Freeman has written an excellent digest of the good, the bad, and the ugly of working with Microsoft LARs at Redmond Channel Partner Online.