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INFLUENCE
AND
FOCUSING ON
THE
CUSTOMER
DANNY BROWN
CO-AUTHOR, “INFLUENCE MARKETING”
WWW.INFLUENCEMARKETINGBOOK.COM
WWW.DANNYBROWN.ME @DANNYBROWN WWW.THEARCCOMPANY.COM
TRUE INFLUENCE
•  Identify your brand’s true influencers
•  Tailor your influence campaigns around your customer’s
purchase life cycle
•  Deliver actual business results, ROI and customer lifetime
value from your influence campaigns
WHAT IS
INFLUENCE
TODAY?
SO…
Social Broadcasting?
INFLUENCE IS…
Social Popularity?
INFLUENCE IS…
Social Popularity Equal
DOES INFLUENCE AND …
Social Popularity Generate
DOES INFLUENCE AND …
THE PROBLEM WITH
INFLUENCE TODAY
“CHANGING
BEHAVIOUR,
THOUGHTS OR
ACTIONS”
INFLUENCE…
“MEASURABLY
AFFECTING THE
PURCHASE
DECISION OF
PROSPECTS”
INFLUENCE MARKETING…
WORD OF MOUTH
WORD OF MOUTH
SOCIAL MEDIA WORD
OF MOUTH
SOCIAL MEDIA WORD
OF MOUTH
SOCIAL MEDIA
INFLUENCE
SOCIAL MEDIA
INFLUENCE
HOW DO WE IDENTIFY
TRUE INFLUENCERS…
REVERSE
ENGINEER
INFLUENCE
MARKETING
WE…
SOCIAL
AMPLIFICATION
SOCIAL
AMPLIFICATION
SOCIAL
AMPLIFICATION
SOCIAL
AMPLIFICATION
TRUE INFLUENCE
“The function of advertising is to sell.
Successful advertising for any product is
based on information about its
consumers.” David Ogilvy
TRUE INFLUENCE IS
MICRO
THE CUSTOMER IS
THE INFLUENCER
THE PURCHASE LIFE
CYCLE
THE MICRO
INFLUENCERS
THE ROLE OF THE
SOCIAL CRM
Manage
contacts
Find
social
profiles
Receive
updates
RECOMMENDED TECHNOLOGY:
TELLAGENCE
RECOMMENDED TECHNOLOGY:
APPINIONS
RECOMMENDED TECHNOLOGY:
TRAACKR
RECOMMENDED TECHNOLOGY:
SQUEEZECMM
RECOMMENDED TECHNOLOGY:
ONEQUBE
RECOMMENDED TECHNOLOGY:
INNETWORK
COMPLEMENTARY
TECHNOLOGY
MANAGING THE
CAMPAIGN
THE LIFETIME VALUE
OF TRUE INFLUENCE
INFLUENCE
AND
FOCUSING ON
THE
CUSTOMER
DANNY BROWN
CO-AUTHOR, “INFLUENCE MARKETING”
WWW.INFLUENCEMARKETINGBOOK.COM
WWW.DANNYBROWN.ME @DANNYBROWN WWW.THEARCCOMPANY.COM

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Influence and Focusing on the Customer