The nature of social media is that it's driven by the behavior of consumers, whose decisions are in turn influenced by other people online. The real question is how do you leverage these influencers? Brought to you by Social Media Today and Wildfire

2. Social Media Today presents:
What Does an Influencer Really Look Like?
How to Measure Online Influence that Makes a
Difference
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5. About the Moderator
Maggie Fox is the founder and CEO of Social Media
Group, established in 2006 and one of the world’s most highly
respected independent agencies helping business navigate the
socially engaged Web. Pioneers in their field, Social Media Group
has developed social media strategies for some of the best-
known brands in Europe and North America, including; Ford
Motor Company, SAP Global Marketing, Norwegian Cruise
Line, 3M and Thomson Reuters. Maggie has been interviewed
about social media by The Washington Post, CBC Radio, The
Globe and Mail, CBC News, CTV News, AdAge and The Financial
Post, among others. She was also named one of the Top 100
Marketers in the 100th anniversary edition of Marketing
Magazine and sits on the Board of the Empire Club of Canada.

6. About the Panel
Nick Hayes, President, Influencer50
Nick is a marketing pioneer having previously founded and run successful marketing services firms
for fifteen years, including an award-winning international technology PR agency & network for tech
clients including IBM, HP, Adobe, Sun and BT. He founded Influencer50 in 2003 and since 2005 has
run its US operation from San Francisco. He began his career at the European headquarters of EDS
(now part of HP). Nick lives in the Bay Area.
Rob Fuggetta, Founder/CEO, Zuberance
Rob Fuggetta is the world’s leading expert on brand advocacy. Fuggetta is the author of the ground-
breaking new book, “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing
Force.” www.BrandAdvocateBook.com. Published by John H. Wiley & Sons, Inc., a major business
publisher, Brand Advocates shows how companies are leveraging Brand Advocates to build their
brands and businesses – and how you can too! Fuggetta is the Founder & CEO of Zuberance, a social
media marketing company that powers Brand Advocate programs for top consumer and business
brands
Vanessa DiMauro, CEO, LeaderNetworks
Vanessa DiMauro is the CEO of Leader Networks. A pioneer in business-to-business community building,
Vanessa has been creating successful social strategies for more than fifteen years. Vanessa is a popular
speaker, researcher and consultant on online communities and organizational social strategy and
operations best practices. She has founded and run award-winning online professional communities such
as Cambridge Information Network (CIN) for Cambridge Technology Partners, Computerworld Executive
Suite and CXO Systems' Peer Visibility Network.

7. The Social Mind - Survey Results
A Research Study By Society Of New Communications Research Senior Fellows
Vanessa DiMauro – CEO of Leader Networks,
Peter Auditore - Principal of Asterias Research
Don Bulmer – VP Of Communication Strategy Of Royal Dutch Shell

8. Highlights from The Social Mind Study (2012)
Focus of the study: Examination of the interrelationships created by the consumption
of information across social media channels and influence flow.
Sample composition: The survey was administered online to 390 participants
• There is a shift in information flow – traditional media is no longer an
authoritative source of information
• People participate in information exchange online to help each other
• The role of the online expert is rising in importance
• The need for expert content is high among content consumers online
• People are looking to peers and experts to discover what they need to
know and learn
• People are directly influenced online by the people they trust

9. People Participate Online To Help Others & Be Part of a Community
To help others by sharing
78%
information, ideas & experiences
To participate in a professional
66%
community of colleagues & peers
To belong to an active community of
41%
friends & family
I want to be seen as someone
39%
knowledgeable
I am a passive participant & prefer to
31%
observe others dialog
Persuade others adopt my POV, buy
19%
product/service
Enjoy interacting using social games
3%
Question: Why do you participate in groups and
communities online? Select the top three responses 0% 20% 40% 60% 80% 100%

10. Online Networks Are Disrupting Traditional Channels
Visiting websites 48%
Reading blogs 45%
Reading Microblog streams (Twitter) 41%
Information exchanged in online groups or… 41%
Direct email message to me 40%
Information from community ranking &… 18%
Watching videos 17%
Reading content on customizable social… 11%
Listening to Podcasts 9%
Viewing online photos 7%
Q & A sites 4%
Accessing others social bookmarks 3%
Product, service or innovation site 1%
Other 8%
Question: What online information sources are the most
meaningful to you? Select the top three responses 0% 20% 40% 60% 80% 100%

11. Most Participate Online To Learn From Experts
Use to Learn About Topics Rely on
Rely on info customizable
shared via social media
No, 6% online social apps, 1%
networks, 14
%
Most Frequently
Search for
Rely on news Experts
& info , 49%
Yes, 94% sources, 19%
Attend
Question: Do you use online networks
to learn about topics? conferences
Question: When learning about a / Ask trusted
topic, I most frequently…Select One webinars, 6 peers, 12%
%

12. Online Learners Trust Traditional Media Less,
Look To Validate Information Independently
1% 7%
0% 41% 50%
I seek expert opinion that is researched & well-documented
I need to hear details of a story to understand what is 0% 9% 17% 51% 23%
happening
Information shared by friends/colleagues & is more 1% 9% 28% 53% 9%
believable, likely to be true
Information with pictures & video are more believable/ 5% 27% 30% 30% 8%
powerful than written words
Information that has buzz reinforces the wisdom of the 4% 19% 38% 35% 4%
crowd
Organizations I buy / partner with are the best sources of 6% 23% 42% 26% 4%
information because they specialize
Ideas from authoritative sources (newspapers / journals) 18% 43% 26% 9%4%
must be true because they are unbiased
0% 20% 40% 60% 80% 100%
Strongly Disagree Disagree Neither Agree Strongly Agree
Question: Which of the following statements do you feel most applies when looking for information about a topic of interest?

13. Online Information That Is Well Organized Or Curated Is Preferred
I prefer online information that uses
62%
graphics and easy to understand
I prefer curated content sources links and
61%
bookmarks on a topic so I can choose…
I prefer longer, thought leadership content
48%
that explores content in depth
I prefer short content snippets over longer
43%
articles or information sources
I prefer online information to be audio
23%
and/or visual over text-based
0% 20% 40% 60% 80% 100%
Question: What kind of online information do you prefer? Select up to three

14. 3 Take-ways That Have a Big Impact on Business
1. Influence is earned.
– Online can extend it but does not create it (typically).
– Invest in thought leadership, not in buying fans!
2. Content is the new currency of influence.
– Turn the marketing megaphone around!
– Focus on creating content of value for your audience and engage around it.
3. Social Media makes influencers accessible.
– Enable your orgs thought leaders to respond /engage online.
– Be finable and approachable virtually.

15. More Information
Get the study on Amazon.com
Ask the Authors
Vanessa DiMauro, Leader Networks
617-484-0778
vdimauro@leadernetworks.com
@vdimauro
Peter Auditore - Principal of Asterias Research
Don Bulmer – VP Of Communication Strategy Of Royal Dutch Shell

16. Brand Advocates:
The True Influencers
Social Media Today Webinar
Rob Fuggetta, Zuberance Founder & CEO
September 18, 2012

17. About Zuberance
• Brand Advocate Platform Company
• Powering advocacy for leading B2C & B2B brands
• Approach: authentic advocacy
17

18. Zuberance Definitions
Influencers Advocates
Journalist, professional Highly-satisfied customer
blogger, guru, industry who recommends your
analyst, celebrity brand or product without
pay or incentives
18

19. Key Differences
Influencers Advocates
Trust 30% 92%
Build audience & Help others
Motivations personal brand
Loyalty Low/none Very high
Incentives In some cases No
Source: Forrester, NACTAS Q3 2006 Media & Source: Nielsen, Global Trust in
Marketing Online Survey Advertising survey, April 2012
19

20. CDW Advocate Justin Dorfman
Drove $400K for CDW
CDW paid him: $0
20

21. Don’t Confuse Reach with Influence
Justin Bieber Justin Dorfman
# Twitter Followers: 27.9M # Twitter Followers: 647
Influence over IT purchase Influence over IT purchase decisions in
decisions: None his social network: Very high
21

22. Advocates are Highly Influential
50% of Business from Advocates
50% 50% Ads, paid
All other
Advocates Marketing search, email
Tactics marketing, bill
boards, etc.
Source: Multiple
80% of Intuit Business ($3.2M) from Advocates Source: Intuit
22

23. 50% Customers Likely to Recommend
“Ultimate Question” for Customer Loyalty
How likely are you to recommend our
brand or products to your friends?
Highly
Very Unlikely Likely
0 1 2 3 4 5 6 7 8 9 10
Detractors Passives Advocates
Source: Zuberance customer data 50%
23

24. Massive “Advocate Armies”
200,000 Advocates
75,000 Advocates
60,000 Advocates
24

25. 100K Advocates Reach 60M Prospects
60 Million Prospects
100,000 Advocates
Source: Zuberance analysis using Forrester peer influence analysis.
100,000 Advocates x 4 actions per 12-month period. Each
Advocate post reaches 150 people.
25

26. Advocates are Persuasive Salespeople
Each energized Advocate gets you 3 new customers
Source: Zuberance analysis
26

27. Turn Advocates into Marketers
Identify Amplify Track
How likely are you to Advocate Reviews Advocate Actions
recommend our brand to Advocate Stories In-bound referrals
your friends?
Advocate Answers Sales
Advocate Sharing Advocate Influence
Re-Mobilize Advocates
27

28. Learn More
“Brand Advocates: Turning Enthusiastic Customers
into a Powerful Marketing Force”
Rob Fuggetta, founder & CEO, Zuberance
“The ultimate guidebook to brand advocacy”
-- Porter Gale, former VP Marketing, Virgin America
“Shows you exactly how to energize Advocates.”
-- Jeremiah Owyang, Altimeter Group
“...brilliant ”
-- Erin Hintz, VP Global Marketing & GM eCommerce, Citrix
28

32. Thanks for Joining Us
• This webinar will be available on-demand at
www.SocialMediaToday.com. Stop by to
learn more and share your comments.
• Connect with our panelists on Social Media
Today using the search function:

33. Join us September 25th for…
Mad Men in 2013: What's the New Role of the Advertising and PR
Agency?
• http://socialmediatoday.com/new-role-advertising-pr-
agency-