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Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
Marketwired - Social Data Week: Influencer Marketing
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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, …

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.

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Transcript

  • 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

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