Marketwired - Social Data Week: Influencer Marketing

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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.

Marketing Business Actualités & Politique

INFLUENCER MARKETING
Social Data Week 2013

#SDWK13

#MARKETWIRED

THE NEW
MARKET
ECONOMY
The Future: Influencer Marketing

TRADITIONAL
BUSINESS
MODELS

DISRUPTED
The Future: Influencer Marketing

SOCIAL, MOBILE, OPEN
TECHNOLOGIES

The Future: Influencer Marketing

IMPACTING
BUSINESS
FROM...
The Future: Influencer Marketing

YESTERDAY’S BUYING PROCESS
AWARENESS
INTEREST

DESIRE

By the way,
created in:

1898

ACTION
The Future: Influencer Marketing

TODAY’S PURCHASE JOURNEY*
2

A c t i v e e va l u a t i o n

L oya lty lo o p

1
Initial
consideration set

3
Moment
of purchase

4

Trigger

*McKinsey & Company

Postpurc
h a s e ex p e r i e n c e
1. Customer’s consideration set

3. Decision rationale precedes purchase

2. Customers self-educate about
choices, +/– brands

4. Buyer’s post-purchase experience
reinforces advocacy (or not)

The Future: Influencer Marketing

TOMORROW’S PURCHASE JOURNEY
2

A c t i v e e va l u a t i o n

WHAT STEPSoyALREADY TAKEN?
L a lty lo o p
1
3
WHERE INFORMATION CONSUMED?
Initial
Moment
consideration set

of purchase

WHAT VOICES VALUED?
4
Trigger
WHO TRUSTED?
Po
e
stpurchase experienc

The Future: Influencer Marketing

FOCUS:
DATA:
MESSAGE:
METHOD:
METRIC:

X
TOP DOWN

INFLUENCER

TARGET SEGMENT

CUSTOMER INTIMACY

COMPANY

CUSTOMER

BROADCAST

DIALOG

REACH

ENGAGEMENT

The Future: Influencer Marketing

INFLUENCER
MARKETING
1.
2.
3.
4.

IDENTIFY INFLUENCERS
OPTIMIZE / TAILOR CONTENT
DELIVER ACTIONABLE INSIGHT
CREATE A SHARED ICON

So what’s
different?

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

WHAT MAKES A VALUABLE INFLUENCER?

MORE THAN # FOLLOWERS!
•

REACH

•

ACTIVITY

•

RESONANCE

•

INTERESTS

•

RELEVANCE

•

TONE

•

LOCATION

•

AFFILIATIONS

The Future: Influencer Marketing

IT’S SO EASY
A CAVEMAN CAN DO IT

The Future: Influencer Marketing

Google Nexus Tablet

The Future: Influencer Marketing

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

The Future: Influencer Marketing

ARE YOU
HEARING THE
SIGNALS?

The Future: Influencer Marketing

How will you respond...

TOMORROW?
TODAY?
The Future: Influencer Marketing

Jim Delaney, President & CEO
jdelaney@marketwired.com
@ears_delaney
1.888.299.0338

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Marketwired - Social Data Week: Influencer Marketing

1. INFLUENCER MARKETING Social Data Week 2013 #SDWK13 #MARKETWIRED

2. THE NEW MARKET ECONOMY The Future: Influencer Marketing

3. TRADITIONAL BUSINESS MODELS DISRUPTED The Future: Influencer Marketing

4. SOCIAL, MOBILE, OPEN TECHNOLOGIES The Future: Influencer Marketing

5. IMPACTING BUSINESS FROM... The Future: Influencer Marketing

6. TO... The Future: Influencer Marketing

7. The Future: Influencer Marketing

8. The Future: Influencer Marketing

9. The Future: Influencer Marketing

10. The Future: Influencer Marketing

11. The Future: Influencer Marketing

12. YESTERDAY’S BUYING PROCESS AWARENESS INTEREST DESIRE By the way, created in: 1898 ACTION The Future: Influencer Marketing

13. TODAY’S PURCHASE JOURNEY* 2 A c t i v e e va l u a t i o n L oya lty lo o p 1 Initial consideration set 3 Moment of purchase 4 Trigger *McKinsey & Company Postpurc h a s e ex p e r i e n c e 1. Customer’s consideration set 3. Decision rationale precedes purchase 2. Customers self-educate about choices, +/– brands 4. Buyer’s post-purchase experience reinforces advocacy (or not) The Future: Influencer Marketing

14. TOMORROW’S PURCHASE JOURNEY 2 A c t i v e e va l u a t i o n WHAT STEPSoyALREADY TAKEN? L a lty lo o p 1 3 WHERE INFORMATION CONSUMED? Initial Moment consideration set of purchase WHAT VOICES VALUED? 4 Trigger WHO TRUSTED? Po e stpurchase experienc The Future: Influencer Marketing

15. 90% of social engagement is created by 3% of brand fans 77% of consumers are more likely to buy a product when it’s recommended by an advocate. – SocialChorus 2013 – Nielsen 2013 The Future: Influencer Marketing

16. The Future: Influencer Marketing

17. FOCUS: DATA: MESSAGE: METHOD: METRIC: X TOP DOWN INFLUENCER TARGET SEGMENT CUSTOMER INTIMACY COMPANY CUSTOMER BROADCAST DIALOG REACH ENGAGEMENT The Future: Influencer Marketing

18. INFLUENCER MARKETING 1. 2. 3. 4. IDENTIFY INFLUENCERS OPTIMIZE / TAILOR CONTENT DELIVER ACTIONABLE INSIGHT CREATE A SHARED ICON So what’s different? The Future: Influencer Marketing

19. 1. CULTIVATE CUSTOMER INTIMACY 2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’ 3. EMBRACE INFLUENCERS’ UNIQUENESS The Future: Influencer Marketing

20. INFLUENCER TYPES BROAD, SHALLOW NARROW, DEEP The Future: Influencer Marketing

21. WHAT MAKES A VALUABLE INFLUENCER? MORE THAN # FOLLOWERS! • REACH • ACTIVITY • RESONANCE • INTERESTS • RELEVANCE • TONE • LOCATION • AFFILIATIONS The Future: Influencer Marketing

22. IT’S SO EASY A CAVEMAN CAN DO IT The Future: Influencer Marketing

23. The Future: Influencer Marketing

24. The Future: Influencer Marketing

25. Google Nexus Tablet The Future: Influencer Marketing

26. A Laptop When You Need It, A Table When You Want It Intel Ultrabook The Future: Influencer Marketing

27. The Future: Influencer Marketing

28. The Future: Influencer Marketing

29. The Future: Influencer Marketing

30. ARE YOU HEARING THE SIGNALS? The Future: Influencer Marketing

31. How will you respond... TOMORROW? TODAY? The Future: Influencer Marketing

32. Jim Delaney, President & CEO jdelaney@marketwired.com @ears_delaney 1.888.299.0338