Your SlideShare is downloading. ×
0
HARNESS
THE POWER OF INFLUENCE
PRSA 2013 International Conference

#PRSA

@ears_delaney

#Marketwired
THE NEW
MARKET
ECONOMY
Harness the Power of Influence
90%
77%

of social engagement is
created by 3% of brand fans.

of consumers are more
likely to buy a product
– SocialChoru...
TRADITIONAL
BUSINESS
MODELS

DISRUPTED
Harness the Power of Influence
SOCIAL, MOBILE, OPEN
TECHNOLOGIES

Harness the Power of Influence
WHAT IS AN OPEN BUSINESS?

TRANSPARENCY
AUTHENTICITY
29%
PRINCIPLES

TRUST

Harness the Power of Influence
“Academics, technical experts
and ‘a person like yourself’ are
nearly twice as trusted as a chief
29% executive officer or...
Harness the Power of Influence
50%

29%
of marketing and PR professionals

will budget for influencer marketing
strategies.
– 2013 Influence Marketing Su...
THE AUTHORITY DECADES
Audience:
Us
Psyche:
Family
Needs:
Conforming
Messages:
Persuading
Share of Market =
Share of Voice
...
THE ME DECADES
Audience:
Me
Psyche:
Me-cosystem
Needs:
Stimulating
Messages:
Engaging
Share of Market =
Share of
Connectiv...
THE TRIBAL DECADES

Harness the Power of Influence
THE TRIBAL DECADES
Audience:
We
Psyche:
Tribe
Needs:
Belonging
Messages:
Joining
Share of Market =
Share of Trust

Harness...
THE TRIBAL DECADES
Audience:
We
Psyche:
Tribe
Needs:
Belonging
Messages:
Joining
Share of Market =
Share of Trust

Harness...
THE TRIBAL DECADES
Audience:
We
Psyche:
Tribe
Needs:
Belonging
Messages:
Joining
Share of Market =
Share of Trust

Harness...
THE POWER OF SOCIAL MEDIA
INFLUENCE IS EMOTIONAL
“Marketing-induced consumer-to-consumer
word-of-mouth generates more than...
Harness the Power of Influence
SO WHAT MAKES EFFECTIVE INFLUENCE?

MORE THAN # FOLLOWERS!
•

REACH

•

ACTIVITY

•

RESONANCE

•

INTERESTS

•

RELEVANCE...
HOW WE MEASURE IMPACT

Harness the Power of Influence
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

Trig...
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 CONS...
500 billion consumer-generated
impressions about products and
services in 2011.
— Forrester

29%

70% of online users have...
Harness the Power of Influence
Google Nexus Tablet

Harness the Power of Influence
A Laptop When You Need It,
A Tablet When You Want It
Intel Ultrabook

Harness the Power of Influence
Harness the Power of Influence
Harness the Power of Influence
Harness the Power of Influence
Harness the Power of Influence
Harness the Power of Influence
DOVE REAL BEAUTY

Harness the Power of Influence
DOVE REAL BEAUTY - EVOLUTION

2006
Harness the Power of Influence
DOVE REAL BEAUTY - SKETCHES

2013
Harness the Power of Influence
DOVE’S TRIBAL SUCCESS STORY
2013 Beauty Sketches became the

most viewed online video ever
163 million views globally
4.6 ...
DOVE’S TRIBAL SUCCESS STORY

30x
$500M

earned media value
vs paid media

one year profit estimates

Harness the Power of ...
Harness the Power of Influence
IMPACTING
BUSINESS
FROM...
Harness the Power of Influence
TO...
Harness the Power of Influence
TO...
Harness the Power of Influence
HARNESS THE POWER
1.
2.
3.
4.
5.

}

IDENTIFY TRIBES OF INFLUENCERS
OPTIMIZE / TAILOR CONTENT
DELIVER ACTIONABLE INSIGHT
R...
1. CULTIVATE CUSTOMER INTIMACY
2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’
3. INCREASE INFLUENCERS’ SOCIAL CAPITAL

Harness th...
DO YOU
HEAR THAT
SOUND?

Harness the Power of Influence
Jim Delaney, President & CEO
jdelaney@marketwired.com
@ears_delaney
1.888.299.0338
DOVE REAL BEAUTY - 6 of 10 GIRLS

2012
Harness the Power of Influence
Upcoming SlideShare
Loading in...5
×

Marketwired - PRSA: Harness the Power of Influence

188

Published on

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.

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
188
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×