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Social sales influencemktg_samfiorella_april2014

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Presentation made to 3M Frontline sales conference in Chicago. …

Presentation made to 3M Frontline sales conference in Chicago.
Summary: Reverse engineering influence marketing strategies for improved social selling and measurement; social relationship management practices.

Published in: Business, Technology

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Transcript

  • 1. Social Selling: Who’s Influencing Who?
  • 2. Partner, Sensei Inc. Author, Influence Marketing Professor, Rutgers University Seneca College Writer, Huffington Post Social Media Today Top 50 Marketing Strategist Social Technology Review SAM FIORELLA @samfiorella
  • 3. Why Influence Marketing? BRANDS
  • 4. Why Influence Marketing? BRANDS
  • 5. Why Influence Marketing? BRANDS
  • 6. Why Influence Marketing? BRANDS
  • 7. SOWHAT’STHE SOLUTION?
  • 8. Social Influence Scores
  • 9. Is Social Amplification “Influence”?
  • 10. What Is Influence?
  • 11. …IS EMBLEMATIC OF CURRENT SOCIAL SELLING PARADIGMS. THE PROBLEMWITH SOCIAL SCORING…
  • 12. Understanding Real Influence Brand
  • 13. Understanding Real Influence Brand Social Graph
  • 14. Understanding Real Influence Influencer
  • 15. Understanding Real Influence Influencer Influencer’s Social Graph
  • 16. Understanding Real Influence Seeding Broadcasting
  • 17. Understanding Real Influence 10% Customers in the buying cycle
  • 18. Understanding Real Influence 20% Customers not in the buying cycle
  • 19. Who Is Influential? 30% Existing customers
  • 20. Who Is Influential? 40% fake or ineligible customers
  • 21. Understanding Real Influence High Effort/Cost Low Return
  • 22. Understanding Real Influence 1% 9% 90% 10% 20% 70% 90-9-1 RULE 2006 70-20-10 RULE 2014
  • 23. 2x Friends with iPhones Likely iPhone Ownership Telenor Commissioned Study
  • 24. 2x 14x Friends with iPhones Likely iPhone Ownership Telenor Commissioned Study
  • 25. The Power of Dyadic Relationships The bigger our communities grow, the more powerful one-to-one communications become for sales success.
  • 26. Reverse Engineer Social Influence Who is the “influencer’s” audience? Unclassified “Followers”
  • 27. Reverse Engineer Social Influence Forget the influencer, focus on the customer.
  • 28. Reverse Engineer Social Influence Family Co-workers Parishioners Media Friends “Followers” turn into “Relationships”
  • 29. Reverse Engineer Social Influence MOBILE Analyze community with NLP
  • 30. Reverse Engineer Social Influence MOBILE FEATURES CONTRACT Analyze community with NLP
  • 31. Reverse Engineer Social Influence MOBILE Samsung FEATURES iPhone PRICE PLAN CONTRACT AT&TVerison Analyze community with NLP
  • 32. Reverse Engineer Social Influence MOBILE Samsung FEATURES iPhone PRICE PLAN CONTRACT Verison AT&T Overlay sentiment & applicable filters
  • 33. Reverse Engineer Social Influence MOBILE Samsung FEATURES iPhone PRICE PLAN CONTRACT Verison AT&T “Geofence” the customer’s social graph
  • 34. Reverse Engineer Social Influence “Geofence” the customer’s social graph
  • 35. Reverse Engineer Social Influence Identify “Micro-Influencers” by opportunity/lifecycle
  • 36. Reverse Engineer Social Influence Surf The Influence Path “Macro Influencers” Action: Awareness Nurturing Conversion Loyalty Advocacy
  • 37. Influence &The Customer Lifecycle
  • 38. INFLUENCE BASED SALES SMD204WEEK 3
  • 39. Social Relationship Management
  • 40. Social Relationship Management
  • 41. Social Relationship Management
  • 42. Social Relationship Management
  • 43. Social Relationship Management
  • 44. FinalThoughts • Influence is a verb, not a noun. • Start with a focus on the customer’s decision making process, not the influencer. • Manage influence campaigns across the entire life cycle, not just for acquisition. • Measure influence marketing activity against customer lifetime value. • The value of a customer is not his/her contracts but the sum of their relationships and the resulting impact on the CLV.
  • 45. ThankYou Sam Fiorella Twitter: @samfiorella Blog: senseimarketing.com Site: samfiorella.com Get your copy today. Available at Amazon | Barnes & Noble