Marketers know that connecting with influencers is a complementary component to a successful content marketing strategy. Identifying those influencers has become much easier with search and social analytics. Yet creating a successful engagement strategy takes a deeper dive into understanding how influencers think and how their activities differ based on the social channel. For example, influencers on Pinterest typically care about different metrics than those creating content on Facebook or Twitter. A walk in the shoes of a YouTube influencer is not exactly like someone on Instagram or Google+. This webinar will plunge into the mind of each of these influencers so brands and marketers can better understand this popular audience. Our expert panelists will share insights from both a brand and influencer perspective so marketers can customize their content strategies to the influencers and platforms that best match their customer. Join us to learn how to: -Use analytics to understand social influencers’ needs and wants. -Tailor content for a range of influencers across social platforms. -Distribute content with influencers most relevant for each medium
.

1. Influencers 2.0 ROI of the Influencer
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2. Thanks to Our Sponsor
http://www.act-on.com/

3. Join the Conversation…
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4. #SMTLive
Our Speakers
David Amerland's involvement with the Web goes back to the days when the number of websites in existence could fit in a printed 80-
page directory and SEO consisted of keyword stuffing and pixel-wide hidden text. Since those less enlightened days he has worked with
blue-chip multinationals and individual entrepreneurs alike helping them craft SEO and social media marketing strategies that work with
their internal cultures and deliver value to their target audience. He is the author of seven best-selling books including Google Semantic
Search. He writes for Forbes, and HP UK and blogs on his own website, DavidAmerland.com. When he is not writing or surfing the Web
he spends time giving speeches internationally on how search and social media are changing everything. @DavidAmerland
Linda West supports overall lead generation goals with strategic planning, content creation, and analysis of campaign effectiveness.
Prior to joining Act-On, Linda worked at a New York based marketing agency, implementing digital programs for a variety of B2B and
B2C clients across the globe. Linda has also worked for some of the world's largest publishing companies, transitioning their traditional
marketing programs to a cost-efficient online model. With extensive experience in traffic generation, lead nurturing, and lead scoring,
Linda’s expertise is focused on content strategy and digital lead generation.
Carly Tatum, Global Social Media Communications Manager for Dell. In her role, Carly Tatum leads social media and influencer
relations strategy within the Global Communications organization. She led “Getting Social with PR” training for 100+ Dell
communicators and consults with teams globally to incorporate emerging media into communications practice. Additionally, she co-
founded the signature Dell Customer Advisory Program (CAP Days) and the Dell Social Think Tanks program featured in Cheryl
Burgess’s The Social Employee & Christer Holloman’s The Social Media MBA, which bring vocal online influencers offline for open,
interactive discussions on industry trends. Prior to Dell, Carly led social media and marketing strategy for global mid-size organizations
including STA Travel and Aquent. She received her degree in Communications from the University of Southern California (Fight On!).
@carlyjeane
Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about
business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc,
Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks
frequently about social media and business. @robincarey

5. ROI OF THE INFLUENCER
David Amerland
davidamerland.com

6. We live in the Age of Advocacy

8. INFLUENCERS CAN SERIOUSLY DRIVE A BRAND MESSAGE

9. They can help increase
visibility not just in social
media but also in search.

10. • Trust1
• Alignment of values2
• Shared goals and
aspirations3
Key to reaching them is:

11. Trust is generated through:
• Contact
• Perception
• Assessment
• Connection

18. Dell’s influencer philosophy
Is Is not
• An individual
• A trendsetter or tastemaker with a
significant following among our
target audience
• Someone who is often quoted in
the media
• Someone who’s statements result in action
from those around them
• A thought leader across industries
and verticals
• An organization
• A paid partner of Dell
• A paid employee
• A synonym for stakeholder
• A member of the media
An influencer is an individual who has the ability to inspire action among
Dell’s target audiences. They have greater than average reach or impact, are
well connected, and can impact the buying behavior of Dell customers. Dell’s
ultimate goal with influencer relationships is to turn influencers into
advocates.
Confidential18
1 2 3 4 5
Identification Events
Product
seeding
Ongoing
relationship
development
Advocates
Confidenti
al
Global Marketing

19. Reports reflect the last 60 days
Identifying, measuring influence
Share of Influence
Global Marketing

20. Building relationships:
Dell’s CAP Days & Social Think Tanks
Customers giving feedback on Dell’s
business
Dell facilitating topic-based discussions
& brainstorms with influencers
Outside In Inside OutCustomer
Feedback
Custome
r
Feedback
Custome
r
Feedbac
k
Customer
Feedback Influenc
er
Dialogue
Influenc
er
Dialogue
Influenc
er
Dialogue
Influenc
er
Dialogue
Global
Marketing

21. #SMTLive
Our Speakers
David Amerland's involvement with the Web goes back to the days when the number of websites in existence could fit in a
printed 80-page directory and SEO consisted of keyword stuffing and pixel-wide hidden text. Since those less enlightened
days he has worked with blue-chip multinationals and individual entrepreneurs alike helping them craft SEO and social
media marketing strategies that work with their internal cultures and deliver value to their target audience. He is the author of
seven best-selling books including Google Semantic Search. He writes for Forbes, and HP UK and blogs on his own
website, DavidAmerland.com. When he is not writing or surfing the Web he spends time giving speeches internationally on
how search and social media are changing everything. @DavidAmerland
Linda West supports overall lead generation goals with strategic planning, content creation, and analysis of campaign
effectiveness. Prior to joining Act-On, Linda worked at a New York based marketing agency, implementing digital programs
for a variety of B2B and B2C clients across the globe. Linda has also worked for some of the world's largest publishing
companies, transitioning their traditional marketing programs to a cost-efficient online model. With extensive experience in
traffic generation, lead nurturing, and lead scoring, Linda’s expertise is focused on content strategy and digital lead
generation.
Carly Tatum, Global Social Media Communications Manager for Dell. In her role, Carly Tatum leads social media and
influencer relations strategy within the Global Communications organization. She led “Getting Social with PR” training for
100+ Dell communicators and consults with teams globally to incorporate emerging media into communications practice.
Additionally, she co-founded the signature Dell Customer Advisory Program (CAP Days) and the Dell Social Think Tanks
program featured in Cheryl Burgess’s The Social Employee & Christer Holloman’s The Social Media MBA, which bring vocal
online influencers offline for open, interactive discussions on industry trends. Prior to Dell, Carly led social media and
marketing strategy for global mid-size organizations including STA Travel and Aquent. She received her degree in
Communications from the University of Southern California (Fight On!). @carlyjeane
Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers
about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and
worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about
social media and other topics, speaks frequently about social media and business. @robincarey

22. Upcoming Webinars
April1st
Online Community: The New Secret Sauce for Customer Centric
Enterprises
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23. Thanks to Our Sponsor
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