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At Social Data Week in New York, Jim Delaney, Marketwired CEO, addresses how social media has changed the face of influencer marketing. Jim discusses how to build relationships with influencers, message to your audience, and use social media messaging to impact your bottom line.
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INFLUENCER MARKETING
Social Data Week 2013
#SDWK13 #MARKETWIRED
The Future: Influencer Marketing
THE NEW MARKET
ECONOMY
DISRUPTED
TRADITIONAL BUSINESS MODELS
The Future: Influencer Marketing
The Future: Influencer Marketing
SOCIAL, MOBILE, OPEN TECHNOLOGIES
The Future: Influencer Marketing
IMPACTING BUSINESS FROM...
The Future: Influencer Marketing
TO...
The Future: Influencer Marketing
The Future: Influencer Marketing
The Future: Influencer Marketing
The Future: Influencer Marketing
The Future: Influencer Marketing
YESTERDAY’S BUYING PROCESS
The Future: Influencer Marketing
By the way, created in:
1898
ACTION
AWARENESS
INTEREST
DESIRE
The Future: Influencer Marketing
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
The Future: Influencer Marketing
WHAT STEPS ALREADY TAKEN?WHERE INFORMATION CONSUMED?
WHAT VOICES VALUED?WHO TRUSTED?
TOMORROW’S PURCHASE JOURNEY
The Future: Influencer Marketing
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
The Future: Influencer Marketing
INFLUENCER
CUSTOMER INTIMACY
CUSTOMER
DIALOG
ENGAGEMENT
The Future: Influencer Marketing
TOP DOWN
TARGET SEGMENT
COMPANY
BROADCAST
REACH
FOCUS:
DATA:
MESSAGE:
METHOD:
METRIC: X
INFLUENCER MARKETING
The Future: 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
The Future: Influencer Marketing
1. CULTIVATE CUSTOMER INTIMACY 2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’3. EMBRACE INFLUENCERS’ UNIQUENESS
The Future: Influencer Marketing
INFLUENCER TYPES
BROAD, SHALLOW NARROW, DEEP
The Future: Influencer Marketing
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
The Future: Influencer Marketing
The Future: Influencer Marketing
The Future: Influencer Marketing
The Future: Influencer Marketing
Google Nexus Tablet
The Future: Influencer Marketing
Intel Ultrabook
A Laptop When You Need It, A Table When You Want It
The Future: Influencer Marketing
The Future: Influencer Marketing
The Future: Influencer Marketing
ARE YOU HEARING THE
SIGNALS?
The Future: Influencer Marketing
How will you respond...
TOMORROW?TODAY?
The Future: Influencer Marketing
