Influence, Networking and Marketing

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Influence, Networking and Marketing

  1. 1. Bas van den Beld A4U Expo 2013 @basvandenbeld - @stateofsearch - www.stateofsearch.com - www.basvandenbeld.com Influence, Networking and Marketing
  2. 2. 2 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  3. 3. 3 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  4. 4. 4 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 4
  5. 5. 5 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  6. 6. 6 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  7. 7. 7 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  8. 8. @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 Sees your update Talks about you You responded once Conversation What really is interaction What most think is interaction
  9. 9. 9 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  10. 10. 10 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  11. 11. 11 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  12. 12. 12 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 12
  13. 13. 13 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  14. 14. 14 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 95% of our thoughts, emotions, and learning occur without our conscious awareness (Source: Gerald Zaltman, Harvard Professor) 95% of our thoughts, emotions, and learning occur without our conscious awareness (Source: Gerald Zaltman, Harvard Professor)
  15. 15. 15 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 We don't know our preferences that well We don't know our preferences that well
  16. 16. 16 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  17. 17. 17 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  18. 18. 18 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  19. 19. 19 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  20. 20. 20 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 Based on 2 Types of Authority
  21. 21. 21 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 Word-of-mouth is responsible for 20%-50% of purchases (Source: Keller Fay Group) Word-of-mouth is responsible for 20%-50% of purchases (Source: Keller Fay Group)
  22. 22. 22 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  23. 23. 23 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 23
  24. 24. 24 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 24
  25. 25. 25 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 Only 7% of word-of-mouth marketing happens online, most starts online though (Source: Keller Fay Group) Only 7% of word-of-mouth marketing happens online, most starts online though (Source: Keller Fay Group)
  26. 26. 26 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  27. 27. 27 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 @basvandenbeld @stateofsearchBas van den Beld – International Search Summit November 2012
  28. 28. 28 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  29. 29. 29 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 • 200 tweets about the diet • 10.000 followers • Over 400 responses on blogs • Over 600 responses on forums • Media coverage (print & TV) • 521 books extra sold in one month
  30. 30. @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 Now What?
  31. 31. 31 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  32. 32. 32 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  33. 33. 33 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  34. 34. 34 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 You need to understand your target audience You need to understand your target audience
  35. 35. 35 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  36. 36. 36 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 There is no “average user”. People approach the buying process in different ways There is no “average user”. People approach the buying process in different ways
  37. 37. 37 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 Think about why people are on social media Think about why people are on social media
  38. 38. 38 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  39. 39. 39 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 Social Grooming: chit chat online is similar to monkeys grooming Social Grooming: chit chat online is similar to monkeys grooming
  40. 40. 40 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  41. 41. 41 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  42. 42. 42 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  43. 43. 43 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  44. 44. 44 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  45. 45. 45 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 Be relevantBe relevant
  46. 46. 46 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 Make them talk offlineMake them talk offline
  47. 47. 47 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  48. 48. 48 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 Use the data Use the data Focus on the User Focus on the User Put yourself in their shoes Put yourself in their shoes Think about what makes them feel goodThink about what makes them feel good
  49. 49. 49 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 Put yourself in their shoesPut yourself in their shoes
  50. 50. 50 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  51. 51. 51 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  52. 52. 52 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 Use the dataUse the data
  53. 53. 53 @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013
  54. 54. @basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 Thank you www.stateofsearch.com www.basvandenbeld.com twitter.com/basvandenbeld twitter.com/stateofsearch linkedin.com/basvandenbeld bas@stateofsearch.com Have Bas speak or train at your event or company or consult? Get in touch!
  55. 55. Influence: Overused, Misunderstood & Complicated. @Linkdex
  56. 56. Co-founder VP Product / Marketing Matt Roberts matt.roberts@linkdex.com @Linkdex
  57. 57. @Linkdex
  58. 58. Ian Cowie @Linkdex Ian Cowie was named Consumer Affairs Journalist of the Year in the London Press Club Awards 2012. He has been head of personal finance at Telegraph Media Group since 2008, having been personal finance editor since 1989.
  59. 59. Influence @Linkdex • The ability one is attributed to change another’s opinion or behavior. • The changing of opinion or behavior Source Result
  60. 60. Philip Sheldrake @Linkdex • “You have been influenced when you think something you otherwise would not have thought or do something you would not have done”
  61. 61. The definitions of influence, key influencer and influencee are important and demonstrate the relationship between individuals. However, a practitioner needs tools to differentiate the qualities or ‘attributes’ of one influencer or cohort from another. @Linkdex WOMMA
  62. 62. Key Influencer @Linkdex
  63. 63. Measurement of potential to influence requires a methodology for determining who is influential in the network. While there are no certainties, your objective is to determine the key influencer or cohorts that will maximize the influencer program outcomes for your brand. @Linkdex Understanding Networks
  64. 64. Paul Adams @Linkdex
  65. 65. Simple @Linkdex
  66. 66. Stable, Sustainable Advantage @Linkdex
  67. 67. Authors In A Network @Linkdex
  68. 68. Networks @Linkdex
  69. 69. Contacts @Linkdex Finding and developing relationships with influential cohorts is the key to influence in your market.
  70. 70. Influence Marketing Only Part Of Digital marketing @Linkdex
  71. 71. Allstate 620 keywords, 1 Geo Location 6.1% $9m PM Eq. Media Value 6.1% $9m PM Eq. Media Value @Linkdex
  72. 72. Boat Insurance @Linkdex
  73. 73. 10K Visits / $250K PM Eq. Media Value @Linkdex
  74. 74. Foundations @Linkdex
  75. 75. Technical Search Allstate 30 Int. Links Allstate 30 Int. Links Progressive 1,358 Int. Links Progressive 1,358 Int. Links @Linkdex
  76. 76. Language @Linkdex
  77. 77. Language @Linkdex
  78. 78. Design & CRO @Linkdex
  79. 79. Then Relationships, Links, & Shares @Linkdex
  80. 80. Progressive Boat Content 357 Links Low Social Share Counts 357 Links Low Social Share Counts @Linkdex
  81. 81. What Content Has Earned Links? 14 Links Lots Of Social Share Counts 14 Links Lots Of Social Share Counts @Linkdex
  82. 82. @Linkdex Marketing Of Content Ideas
  83. 83. Campaign 1: Before Buying A Boat Checklist Contributed by… @Linkdex
  84. 84. Campaign 2: Boat Name Generator @Linkdex
  85. 85. Campaign 3: Boat Insurance Survey In Partnership with… @Linkdex
  86. 86. Boating Cohort 8 Twitter ID’s = 250 Suggestions @Linkdex
  87. 87. Boating Network @Linkdex
  88. 88. Network Influence Buying A Boat Checklist AuthorBuying A Boat Checklist Author @Linkdex
  89. 89. @Linkdex
  90. 90. Being No.1 Is Not Enough @Linkdex
  91. 91. Co-founder VP Product / Marketing Matt Roberts matt.roberts@linkdex.com @Linkdex

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