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Social Data Week NY: Influencer Marketing: Cutting Through the Noise - Jim Delaney, CEO, Marketwired
 

Social Data Week NY: Influencer Marketing: Cutting Through the Noise - Jim Delaney, CEO, Marketwired

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Presentation by Marketwired CEO Jim Delaney for Social Data Week New York.

Presentation by Marketwired CEO Jim Delaney for Social Data Week New York.

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    Social Data Week NY: Influencer Marketing: Cutting Through the Noise - Jim Delaney, CEO, Marketwired Social Data Week NY: Influencer Marketing: Cutting Through the Noise - Jim Delaney, CEO, Marketwired Presentation Transcript

    • INFLUENCER MARKETING Social Data Week 2013 #SDWK13 #MARKETWIRED Tuesday, September 24, 13
    • The Future: Influencer Marketing THE NEW MARKET ECONOMY Tuesday, September 24, 13
    • TRADITIONAL BUSINESS MODELS The Future: Influencer Marketing Tuesday, September 24, 13
    • DISRUPTED TRADITIONAL BUSINESS MODELS The Future: Influencer Marketing Tuesday, September 24, 13
    • The Future: Influencer Marketing Tuesday, September 24, 13
    • The Future: Influencer Marketing SOCIAL, MOBILE, OPEN TECHNOLOGIES Tuesday, September 24, 13
    • The Future: Influencer Marketing IMPACTING BUSINESS FROM... Tuesday, September 24, 13
    • The Future: Influencer Marketing TO... Tuesday, September 24, 13
    • The Future: Influencer Marketing Tuesday, September 24, 13
    • The Future: Influencer Marketing Tuesday, September 24, 13
    • The Future: Influencer Marketing Tuesday, September 24, 13
    • The Future: Influencer Marketing Tuesday, September 24, 13
    • The Future: Influencer Marketing Tuesday, September 24, 13
    • YESTERDAY’S BUYING PROCESS The Future: Influencer Marketing ACTION AWARENESS INTEREST DESIRE Tuesday, September 24, 13
    • YESTERDAY’S BUYING PROCESS The Future: Influencer Marketing By the way, created in: 1898 ACTION AWARENESS INTEREST DESIRE Tuesday, September 24, 13
    • The Future: Influencer Marketing TODAY’S PURCHASE JOURNEY* Moment of purchase Initial consideration set Active evaluation Loyalty loop Postpurchase experience Trigger 1 2 3 4 1. Customer’s consideration set 2. Customers self-educate about choices, +/– brands 3. Decision rationale precedes purchase 4. Buyer’s post-purchase experience reinforces advocacy (or not) *McKinsey & Company Tuesday, September 24, 13
    • Moment of purchase Initial consideration set Active evaluation Loyalty loop Postpurchase experience Trigger 1 2 3 4 The Future: Influencer Marketing WHAT STEPS ALREADY TAKEN? WHERE INFORMATION CONSUMED? WHAT VOICES VALUED? WHO TRUSTED? TOMORROW’S PURCHASE JOURNEY Tuesday, September 24, 13
    • The Future: Influencer Marketing 77%of consumers are more likely to buy a product when it’s recommended by an advocate. – Nielsen 2013 90%of social engagement is created by 3% of brand fans – SocialChorus 2013 Tuesday, September 24, 13
    • The Future: Influencer Marketing Tuesday, September 24, 13
    • The Future: Influencer Marketing Tuesday, September 24, 13
    • The Future: Influencer Marketing TOP DOWN TARGET SEGMENT COMPANY BROADCAST REACH FOCUS: DATA: MESSAGE: METHOD: METRIC: Tuesday, September 24, 13
    • INFLUENCER CUSTOMER INTIMACY CUSTOMER DIALOG ENGAGEMENT The Future: Influencer Marketing TOP DOWN TARGET SEGMENT COMPANY BROADCAST REACH FOCUS: DATA: MESSAGE: METHOD: METRIC: X Tuesday, September 24, 13
    • INFLUENCER MARKETING The Future: Influencer Marketing 1. IDENTIFY INFLUENCERS 2. OPTIMIZE / TAILOR CONTENT 3. DELIVER ACTIONABLE INSIGHT 4. CREATE A SHARED ICON Tuesday, September 24, 13
    • INFLUENCER MARKETING The Future: Influencer Marketing 1. IDENTIFY INFLUENCERS 2. OPTIMIZE / TAILOR CONTENT 3. DELIVER ACTIONABLE INSIGHT 4. CREATE A SHARED ICON So what’s different? 1. IDENTIFY INFLUENCERS 2. OPTIMIZE / TAILOR CONTENT 3. DELIVER ACTIONABLE INSIGHT 4. CREATE A SHARED ICON Tuesday, September 24, 13
    • The Future: Influencer Marketing 1. CULTIVATE CUSTOMER INTIMACY 2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’ 3. EMBRACE INFLUENCERS’ UNIQUENESS Tuesday, September 24, 13
    • The Future: Influencer Marketing INFLUENCER TYPES BROAD, SHALLOW Tuesday, September 24, 13
    • The Future: Influencer Marketing INFLUENCER TYPES BROAD, SHALLOW NARROW, DEEP Tuesday, September 24, 13
    • The Future: Influencer Marketing WHAT MAKES A VALUABLE INFLUENCER? Tuesday, September 24, 13
    • The Future: Influencer Marketing MORE THAN # FOLLOWERS! • ACTIVITY • INTERESTS • TONE • AFFILIATIONS • REACH • RESONANCE • RELEVANCE • LOCATION WHAT MAKES A VALUABLE INFLUENCER? Tuesday, September 24, 13
    • IT’S SO EASY A CAVEMAN CAN DO IT The Future: Influencer Marketing Tuesday, September 24, 13
    • The Future: Influencer Marketing Tuesday, September 24, 13
    • The Future: Influencer Marketing Tuesday, September 24, 13
    • The Future: Influencer Marketing Google Nexus Tablet Tuesday, September 24, 13
    • The Future: Influencer Marketing Intel Ultrabook A Laptop When You Need It, A Table When You Want It Tuesday, September 24, 13
    • The Future: Influencer Marketing Tuesday, September 24, 13
    • The Future: Influencer Marketing Tuesday, September 24, 13
    • The Future: Influencer Marketing Tuesday, September 24, 13
    • ARE YOU HEARING THE SIGNALS? The Future: Influencer Marketing Tuesday, September 24, 13
    • How will you respond... TODAY? The Future: Influencer Marketing Tuesday, September 24, 13
    • How will you respond... TOMORROW? The Future: Influencer Marketing Tuesday, September 24, 13
    • Jim Delaney, President & CEO jdelaney@marketwired.com @ears_delaney 1.888.299.0338 Tuesday, September 24, 13