Marketwired - PRSA: Harness the Power of Influence

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Jim Delaney, Marketwired CEO, discussed How to Harness the Power of Influence at PRSA ICON in Philadelphia. Social media has changed the identity of an influencer. Therefore, identifying and messaging to influencers must also change. Jim discusses how to capture the interest of your audience and build meaningful and profitable relationships.

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Marketwired - PRSA: Harness the Power of Influence

  1. 1. HARNESS THE POWER OF INFLUENCE PRSA 2013 International Conference #PRSA @ears_delaney #Marketwired
  2. 2. THE NEW MARKET ECONOMY Harness the Power of Influence
  3. 3. 90% 77% of social engagement is created by 3% of brand fans. of consumers are more likely to buy a product – SocialChorus 2013 when it’s recommended by an advocate. – Nielsen 2013 Harness the Power of Influence
  4. 4. TRADITIONAL BUSINESS MODELS DISRUPTED Harness the Power of Influence
  5. 5. SOCIAL, MOBILE, OPEN TECHNOLOGIES Harness the Power of Influence
  6. 6. WHAT IS AN OPEN BUSINESS? TRANSPARENCY AUTHENTICITY 29% PRINCIPLES TRUST Harness the Power of Influence
  7. 7. “Academics, technical experts and ‘a person like yourself’ are nearly twice as trusted as a chief 29% executive officer or government official.” – Edelman Trust Barometer 2013 Harness the Power of Influence
  8. 8. Harness the Power of Influence
  9. 9. 50% 29% of marketing and PR professionals will budget for influencer marketing strategies. – 2013 Influence Marketing Survey ArCompany and Sensei Marketing Harness the Power of Influence
  10. 10. THE AUTHORITY DECADES Audience: Us Psyche: Family Needs: Conforming Messages: Persuading Share of Market = Share of Voice Harness the Power of Influence
  11. 11. THE ME DECADES Audience: Me Psyche: Me-cosystem Needs: Stimulating Messages: Engaging Share of Market = Share of Connectivity Harness the Power of Influence
  12. 12. THE TRIBAL DECADES Harness the Power of Influence
  13. 13. THE TRIBAL DECADES Audience: We Psyche: Tribe Needs: Belonging Messages: Joining Share of Market = Share of Trust Harness the Power of Influence
  14. 14. THE TRIBAL DECADES Audience: We Psyche: Tribe Needs: Belonging Messages: Joining Share of Market = Share of Trust Harness the Power of Influence
  15. 15. THE TRIBAL DECADES Audience: We Psyche: Tribe Needs: Belonging Messages: Joining Share of Market = Share of Trust Harness the Power of Influence
  16. 16. THE POWER OF SOCIAL MEDIA INFLUENCE IS EMOTIONAL “Marketing-induced consumer-to-consumer word-of-mouth generates more than twice the 29% sales of paid advertising.” — McKinsey, 2010 Harness the Power of Influence
  17. 17. Harness the Power of Influence
  18. 18. SO WHAT MAKES EFFECTIVE INFLUENCE? MORE THAN # FOLLOWERS! • REACH • ACTIVITY • RESONANCE • INTERESTS • RELEVANCE • TONE • LOCATION • AFFILIATIONS Harness the Power of Influence
  19. 19. HOW WE MEASURE IMPACT Harness the Power of Influence
  20. 20. THE DECISION JOURNEY A c t i v e e va l u a t i o n L oya lty lo o p Initial consideration set Moment of purchase Trigger Postpurc h a s e ex p e r i e n c e — McKinsey Harness the Power of Influence
  21. 21. THE DECISION JOURNEY A c t i v e e va l u a t i o n WHAT STEPS ALREADY TAKEN? L oya lty lo o p WHERE IS INFORMATION CONSUMED? Initial considerationWHAT set Trigger VOICES Moment VALUED? purchase of WHO TRUSTED? ARE YOU DELIVERING THE RIGHT CONTEXT? Post ce purchase experien Harness the Power of Influence
  22. 22. 500 billion consumer-generated impressions about products and services in 2011. — Forrester 29% 70% of online users have acted on consumer opinion posted online. — Nielsen Offers through advocates convert at 4x to 10x higher rate. — Zuberance Harness the Power of Influence
  23. 23. Harness the Power of Influence
  24. 24. Google Nexus Tablet Harness the Power of Influence
  25. 25. A Laptop When You Need It, A Tablet When You Want It Intel Ultrabook Harness the Power of Influence
  26. 26. Harness the Power of Influence
  27. 27. Harness the Power of Influence
  28. 28. Harness the Power of Influence
  29. 29. Harness the Power of Influence
  30. 30. Harness the Power of Influence
  31. 31. DOVE REAL BEAUTY Harness the Power of Influence
  32. 32. DOVE REAL BEAUTY - EVOLUTION 2006 Harness the Power of Influence
  33. 33. DOVE REAL BEAUTY - SKETCHES 2013 Harness the Power of Influence
  34. 34. DOVE’S TRIBAL SUCCESS STORY 2013 Beauty Sketches became the most viewed online video ever 163 million views globally 4.6 billion media impressions 3,707,407 YouTube shares 275,000 followers on Google+ Harness the Power of Influence
  35. 35. DOVE’S TRIBAL SUCCESS STORY 30x $500M earned media value vs paid media one year profit estimates Harness the Power of Influence
  36. 36. Harness the Power of Influence
  37. 37. IMPACTING BUSINESS FROM... Harness the Power of Influence
  38. 38. TO... Harness the Power of Influence
  39. 39. TO... Harness the Power of Influence
  40. 40. HARNESS THE POWER 1. 2. 3. 4. 5. } IDENTIFY TRIBES OF INFLUENCERS OPTIMIZE / TAILOR CONTENT DELIVER ACTIONABLE INSIGHT REINFORCE A SHARED PURPOSE MAXIMIZE CONTEXT AND RESONANCE So what’s different? Harness the Power of Influence
  41. 41. 1. CULTIVATE CUSTOMER INTIMACY 2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’ 3. INCREASE INFLUENCERS’ SOCIAL CAPITAL Harness the Power of Influence
  42. 42. DO YOU HEAR THAT SOUND? Harness the Power of Influence
  43. 43. Jim Delaney, President & CEO jdelaney@marketwired.com @ears_delaney 1.888.299.0338
  44. 44. DOVE REAL BEAUTY - 6 of 10 GIRLS 2012 Harness the Power of Influence

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