"Influence Marketing:" The Diffusion of Innovation


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Influencers are key resources in the commercialization of products and companies…

The question is why? The answer is that they have large “NETWORKS” of listeners and other thought leaders who are influenced by them. This means they can rapidly achieve mass diffusion of information; mass product acceptance; and mass product adoption

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  • We have become much more complex…so have our decisions…and choices…We need to be effective, and efficient, and our budgets are being cut. Change is all around us, particularly as it relates to technology. How do we chose? We seek out and turn to experts to help guide us along… Then along comes the Internet and social media … and anyone can be an expert…you just need enough share of voice.
  • "Influence Marketing:" The Diffusion of Innovation

    1. 1. INFLUENCE MARKETING Awareness and Thought Leadership On a Tight Budget By Dr. Susan Dorfman SVP, Communications Media, Inc.
    2. 2. PROMOTIONAL GOALS AND OBJECTIVES Informing Reminding Persuading Target Audience Influence
    3. 3. PROMOTIONAL MEDIA…USUAL SUSPECTS Company Pays to Leverage Channel Channel a Company Owns and Controls When the Customer Becomes the Channel Needed but Expensive Produced awareness Everyone’s Got ‘Em So what to say now… Effective If Managed Trouble if left alone
    4. 4. AND THERE’S THE MOST POWERFUL… Internal and External Influencers ARE the Channel And Own The Ears and Minds of Many Priceless … Particularly When Integrated With Paid, Owned and Earned Media communication he has been tweeting about all morning
    5. 5. THE POWER OF INFLUENCE <ul><li>Influencers are key resources in the commercialization of products and companies… </li></ul><ul><li>New product and company launches </li></ul><ul><li>Introductions of new ideas </li></ul><ul><li>Brand awareness, defense and damage control </li></ul><ul><li>Ongoing support of existing products </li></ul><ul><li>The question is why? </li></ul><ul><li>They have a large “NETWORKS” of listeners and other thought leaders who are influenced by them </li></ul><ul><li>They can rapidly achieve </li></ul><ul><ul><li>Mass diffusion of information </li></ul></ul><ul><ul><li>Mass product acceptance </li></ul></ul><ul><ul><li>Mass product adoption </li></ul></ul>
    7. 7. THE POWER OF INFLUENCE: WHY NOW <ul><li>Thought leading influencers are increasingly important in shaping buyer vision, mindshare and decisions </li></ul><ul><li>WHY NOW??? </li></ul><ul><li>Speed of change , availability of choice , information access/overload , globalization , and knowledge gaps have caused us to seek out credible and influential “Experts” to guide the way </li></ul><ul><li>The Internet, Web 2.0, Collaboration and Social Media tools become FREE and instant publication connectors of influencers and the masses of “seekers,” “browsers,” “learners” and “buyers” </li></ul><ul><li>The Rise of Global eXperts…who speak their mind </li></ul><ul><li>The Free Opps to Market Corporate Expertise in Real Time </li></ul>
    9. 9. THE IMPACT <ul><ul><ul><ul><ul><li>Internal (within organization) Influencers have shown to have deep influence Innovators and Early Adopters Towards </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Mass Awareness Creation </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>External Influencer Connectivity </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Focused Trial and Purchase - On-Boarding </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Advocacy </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>External (outside of the organization; can be neutral, opponents and proponents) Influencers Have More Power on Late Adopters and Laggards </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Sharing Knowledge </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Diffusing Preference </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Validating Choice </li></ul></ul></ul></ul></ul>
    10. 10. INFLUENCER PERSONALITIES <ul><li>Become the Influencer You Feel Most Comfortable Being… </li></ul><ul><li>Professional expert (KOL) and/or bearer of tangible evidence </li></ul><ul><li>Sharer of interest </li></ul><ul><li>Connoisseur </li></ul><ul><li>Intimate </li></ul><ul><li>Supporter </li></ul><ul><li>Actor </li></ul><ul><li>What are some others???? </li></ul>
    11. 11. SO HOW CAN WE PLAY: SHARE OF INFLUENCE MARKETING <ul><li>Building “Influencers” To Generate Greatest Outcomes </li></ul><ul><ul><li>Identify thought leaders </li></ul></ul><ul><ul><ul><li>Invest in those who have charted the vision and the rising stars defining the innovation </li></ul></ul></ul><ul><ul><ul><ul><li>Focus on INTERNAL first! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use Internal to Connect with External </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Can have several - each with unique focus (vertical, specialty, etc. ) </li></ul></ul></ul></ul><ul><ul><ul><li>Coach them </li></ul></ul></ul><ul><ul><li>Work with them to define their objectives and goals </li></ul></ul><ul><ul><li>Build a tactical communication plan for optimal diffusion </li></ul></ul><ul><ul><li>Integrate with existing marketing plan </li></ul></ul><ul><ul><li>Execute </li></ul></ul><ul><ul><li>Measure influence and impact </li></ul></ul>
    12. 12. STEP 1. BUILDING INTERNAL INFLUENCERS Speak (At Conferences, on Panels, Webinars, Facebook, Twitter, & LinkedIn) Publish (in Trade Journals, eNewsletters, White Papers) Establish Networks with Client and Partner KOLs (and help make others famous) Host Events Sponsored By Partners or Professional Affiliations Show Expertise SlideShare YouTube Industry Awards Demos Get Quoted! (EVERYWHERE… But start with Press Releases) Build Communities of Practice Establish User Groups on LinkedIn Develop a Thought Leadership Blog or White Papers (and make others famous) (On the Cheap)
    13. 13. STEP 2. IDENTIFYING EXTERNAL INFLUENCERS <ul><li>Characteristics </li></ul><ul><li>Opinion leadership (expertise); </li></ul><ul><li>Social participation (public activities in which they share expertise); </li></ul><ul><li>Mass exposure (preferable a voice that can carry nationally or internationally); </li></ul><ul><li>Contact with change agencies and agents (connectivity); </li></ul><ul><li>Deviancy from social system norms (outside the box thinking); </li></ul><ul><li>Influencees (listeners)! </li></ul><ul><li>(Don’t Forget to Look for and Develop Rising Stars) </li></ul>
    14. 14. THE END Thank You [email_address]