Download pdf - Marketwired - Social Data Week: Influencer Marketing

INFLUENCER MARKETING

Social Data Week 2013

#SDWK13 #MARKETWIRED

The Future: Influencer Marketing

THE NEW MARKET

ECONOMY

DISRUPTED

TRADITIONAL BUSINESS MODELS



SOCIAL, MOBILE, OPEN TECHNOLOGIES


IMPACTING BUSINESS FROM...


TO...






YESTERDAY’S BUYING PROCESS


By the way, created in:

1898

ACTION

AWARENESS

INTEREST

DESIRE


TODAY’S PURCHASE JOURNEY*

Momentof purchase

Initialconsideration set

Active evaluation

Loyalty loop

Postpurchase experience

Trigger

1

2

3

4

1. Customer’s consideration set2. Customers self-educate about choices, +/– brands

3. Decision rationale precedes purchase4. Buyer’s post-purchase experience reinforces advocacy (or not)

*McKinsey & Company

Momentof purchase

Initialconsideration set

Active evaluation

Loyalty loop

Postpurchase experience

Trigger

1

2

3

4


WHAT STEPS ALREADY TAKEN?WHERE INFORMATION CONSUMED?

WHAT VOICES VALUED?WHO TRUSTED?

TOMORROW’S PURCHASE JOURNEY


77% of consumers are more likely to buy a product when it’s recommended by an advocate.

– Nielsen 2013

90% of socialengagement is createdby 3% of brand fans

– SocialChorus 2013


INFLUENCER

CUSTOMER INTIMACY

CUSTOMER

DIALOG

ENGAGEMENT


TOP DOWN

TARGET SEGMENT

COMPANY

BROADCAST

REACH

FOCUS:

DATA:

MESSAGE:

METHOD:

METRIC: X

INFLUENCER MARKETING


1. IDENTIFY INFLUENCERS2. OPTIMIZE / TAILOR CONTENT3. DELIVER ACTIONABLE INSIGHT4. CREATE A SHARED ICON

So what’s different?

1. IDENTIFY INFLUENCERS2. OPTIMIZE / TAILOR CONTENT3. DELIVER ACTIONABLE INSIGHT4. CREATE A SHARED ICON


1. CULTIVATE CUSTOMER INTIMACY 2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’3. EMBRACE INFLUENCERS’ UNIQUENESS


INFLUENCER TYPES

BROAD, SHALLOW NARROW, DEEP


MORE THAN # FOLLOWERS!• ACTIVITY• INTERESTS• TONE• AFFILIATIONS

• REACH• RESONANCE• RELEVANCE• LOCATION

WHAT MAKES A VALUABLE INFLUENCER?

IT’S SO EASY A CAVEMAN CAN DO IT





Google Nexus Tablet


Intel Ultrabook

A Laptop When You Need It, A Table When You Want It




ARE YOU HEARING THE

SIGNALS?


How will you respond...

TOMORROW?TODAY?


Jim Delaney, President & [email protected]

@ears_delaney1.888.299.0338