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Jim Delaney, Marketwired CEO, discussed How to Harness the Power of Influence at PRSA ICON in Philadelphia. Social media has changed the identity of an influencer. Therefore, identifying and messaging to influencers must also change. Jim discusses how to capture the interest of your audience and build meaningful and profitable relationships.
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HARNESS THE POWER OF INFLUENCE
PRSA 2013 International Conference
#PRSA #Marketwired@ears_delaney
Harness the Power of Influence
THE NEW MARKET
ECONOMY
Harness the Power of Influence
77%
of consumers are more likely to buy a product when it’s recommended by an advocate.
– Nielsen 2013
90% of social engagement is created by 3% of brand fans.
– SocialChorus 2013
DISRUPTED
TRADITIONAL BUSINESS MODELS
Harness the Power of Influence
SOCIAL, MOBILE, OPEN TECHNOLOGIES
Harness the Power of Influence
Harness the Power of Influence
29%
WHAT IS AN OPEN BUSINESS?
TRUSTTRANSPARENCY AUTHENTICITY PRINCIPLES
Harness the Power of Influence
29%
“Academics, technical experts and ‘a person like yourself’ are nearly twice as trusted as a chief executive officer or government official.”
– Edelman Trust Barometer 2013
Harness the Power of Influence
Harness the Power of Influence
29%50%
of marketing and PR professionals will budget for influencer marketing strategies. – 2013 Influence Marketing Survey
ArCompany and Sensei Marketing
THE AUTHORITY DECADES
Harness the Power of Influence
Audience: UsPsyche: FamilyNeeds: ConformingMessages: PersuadingShare of Market =Share of Voice
THE ME DECADES
Harness the Power of Influence
Audience: MePsyche: Me-cosystemNeeds: StimulatingMessages: EngagingShare of Market =Share of Connectivity
THE TRIBAL DECADES
Harness the Power of Influence
THE TRIBAL DECADES
Audience: WePsyche: TribeNeeds: BelongingMessages: JoiningShare of Market =Share of Trust
Harness the Power of Influence
THE TRIBAL DECADES
Audience: WePsyche: TribeNeeds: BelongingMessages: JoiningShare of Market =Share of Trust
Harness the Power of Influence
THE TRIBAL DECADES
Audience: WePsyche: TribeNeeds: BelongingMessages: JoiningShare of Market =Share of Trust
Harness the Power of Influence
Harness the Power of Influence
29%
THE POWER OF SOCIAL MEDIA INFLUENCE IS EMOTIONAL
“Marketing-induced consumer-to-consumer word-of-mouth generates more than twice the sales of paid advertising.”
— McKinsey, 2010
Harness the Power of Influence
Harness the Power of Influence
MORE THAN # FOLLOWERS!• ACTIVITY• INTERESTS• TONE• AFFILIATIONS
• REACH• RESONANCE• RELEVANCE• LOCATION
SO WHAT MAKES EFFECTIVE INFLUENCE?
Harness the Power of Influence
HOW WE MEASURE IMPACT
Momentof purchase
Initialconsideration set
Active evaluation
Loyalty loop
Postpurchase experience
Trigger
Harness the Power of Influence
THE DECISION JOURNEY
— McKinsey
Harness the Power of Influence
Momentof purchase
Initialconsideration set
Active evaluation
Loyalty loop
Postpurchase experience
Trigger
WHAT STEPS ALREADY TAKEN?WHERE IS INFORMATION CONSUMED?
WHAT VOICES VALUED?WHO TRUSTED?
ARE YOU DELIVERING THE RIGHT CONTEXT?
THE DECISION JOURNEY
Harness the Power of Influence
29%
Offers through advocates convert at 4x to 10x higher rate.
— Zuberance
70% of online users have acted on consumer opinion posted online.
— Nielsen
500 billion consumer-generated impressions about products and services in 2011.
— Forrester
Harness the Power of Influence
Harness the Power of Influence
Google Nexus Tablet
Harness the Power of Influence
Intel Ultrabook
A Laptop When You Need It, A Tablet When You Want It
Harness the Power of Influence
Harness the Power of Influence
Harness the Power of Influence
Harness the Power of Influence
Harness the Power of Influence
Harness the Power of Influence
DOVE REAL BEAUTY
Harness the Power of Influence
DOVE REAL BEAUTY - EVOLUTION
2006
Harness the Power of Influence
DOVE REAL BEAUTY - SKETCHES
2013
Harness the Power of Influence
DOVE’S TRIBAL SUCCESS STORY2013 Beauty Sketches became the
most viewed online video ever
163 million views globally
4.6 billion media impressions
3,707,407 YouTube shares
275,000 followers on Google+
Harness the Power of Influence
DOVE’S TRIBAL SUCCESS STORY
30xearned media value
vs paid media
$500Mone year profit estimates
Harness the Power of Influence
IMPACTING BUSINESS FROM...
Harness the Power of Influence
TO...Harness the Power of Influence
Harness the Power of Influence
TO...
HARNESS THE POWER
Harness the Power of Influence
So what’s different?}1. IDENTIFY TRIBES OF INFLUENCERS
2. OPTIMIZE / TAILOR CONTENT3. DELIVER ACTIONABLE INSIGHT4. REINFORCE A SHARED PURPOSE5. MAXIMIZE CONTEXT AND RESONANCE
Harness the Power of Influence
1. CULTIVATE CUSTOMER INTIMACY 2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’3. INCREASE INFLUENCERS’ SOCIAL CAPITAL
DO YOU HEAR THAT
SOUND?
Harness the Power of Influence
Jim Delaney, President & CEOjdelaney@marketwired.com
@ears_delaney1.888.299.0338
Harness the Power of Influence
DOVE REAL BEAUTY - 6 of 10 GIRLS
2012
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