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#smxeast 
Everyone is wrong about 
Influence. 
Except your Customers. 
Valeria Maltoni . @ConversationAge 
VP, Digital Str...
#smxeast 
Video to be added
#smxeast 
predicting the qualities of 
the next hit campaign, 
product or hot news item… 
is notoriously difficult
“We hope to rewire the way people spread and 
consume information… 
We think a more open and connected world will help 
cr...
#smxeast 
let’s start by 
reframing the 
question
#smxeast 
how do you appeal to 
influencers based on 
what they think about 
themselves?
#smxeast 
1 How information spreads 
through shared interests
#smxeast 
gossip
#smxeast 
May 13, 2010 – Lee Perkins, 
videographer, Shreveport, LA creates 
Boycott BP 841,047 fans 
May 19, 2010 – Josh ...
#smxeast 
200,000 
12,000,000 
600 
40 > 5 
experiences
#smxeast 
need
#smxeast 
92% 
of consumers report that a 
word-of-mouth 
recommendation is the top 
reason they buy a product and 
servic...
#smxeast 
human data
#smxeast 
entertain 
affect opinions 
exchange important information 
point out & enforce social rules 
learn from mistake...
#smxeast 
2 Who are the influencers in 
your industry
social trends often seem to have been 
driven by certain influential people 
#smxeast
yet marketers are often unable to 
identify these “influencers” in advance 
#smxeast
#smxeast 
it starts with 
understanding 
motivation
#smxeast
#smxeast 
CONNECTOR SALESMAN MAVEN
#smxeast 
they don’t tell their 
readers because 
they like you…
#smxeast 
what matters is 
what happens in 
their world
#smxeast 
[…] She wore the socks to school on 
Tuesday, pairing them with the cute 
sneakers and a simple black shirt and ...
#smxeast 
… they tell their 
readers because 
they like their 
readers (or themselves / both)
#smxeast 
WIDE 
spread across 
knowing issues 
having things on the radar 
building wide acceptance and buy-in 
evangelist...
#smxeast 
3 What are the attractors, the 
value generating actions
#smxeast 
connect 
inquire 
notice 
commit 
respond
then designing what 
that influencer 
experience looks like 
#smxeast
Image source: joiseyshowaa 
#smxeast 
connect
#smxeast 
part of a tribe
#smxeast
#smxeast
#smxeast 
investors seek 
objective sources 
of information
#smxeast 
online & offline 
connections
http://solidsoundfestival.com/alumni/ 
#smxeast 
local significance
#smxeast 
inquire
#smxeast 
what they say 
what they do
Imag#e ssomurcex:e Joahns tBiehler 
data explosion
#smxeast 
mobile technology will 
be ubiquitous, invisible, 
and interconnected
#smxeast 
ability to access 
records anytime, 
anywhere
#smxeast 
goals and motivation
#smxeast 
wearable technology 
from science fiction to 
fashion statement
#smxeast 
health care where 
we live, play, work 
and pray 
Source: Well Connected Mom
#smxeast 
identify based on what they say, 
connect based on what they do
#smxeast 
what would 
they say about 
themselves 
Image Source: The garden behind Marco's. Photo: Sarah Silberg/New York M...
Image source: Michele Catania 
#smxeast 
notice
#smxeast 
62% 
Agree that user generated 
content has more credibility in 
supporting brand trust than 
employee-generated...
#smxeast 
focusing on what 
people are able to 
do…
#smxeast 
reason to 
come back
Image source: Lane County, OR communications center 
#smxeast 
make them better at 
what they want to do
… rather than trying 
to manage how they 
perceive your brand 
#smxeast
#smxeast 
lighting many fires
#smxeast 
College/Campus 
Experience 
Distance Learning 
Education News Education Policy Teaching/Learning 
Professor Blog...
#smxeast 
they do not post 
because they like 
you…
#smxeast 
… they post 
because they like 
themselves
#smxeast 
how you see yourself
#smxeast 
impacts loyalty
#smxeast 
commit
#smxeast 
1 / 9 / 90 
creators, contributors, lurkers 
The Internet Rule
#smxeast 
empowering 
people
#smxeast 
backing 
projects 
Goal: $1,000,000 
Raised: $5,408,916
#smxeast 
bringing 
experiences to life 
Goal: $2,000,000 
Raised: $5,702,153 
Rob Thomas is the 
creator and executive 
p...
#smxeast 
funding new 
products 
Goal: $100,000 
Raised: $10,266,845
#smxeast 
41.15% 
Success rate. 70,040 projects 
funded successfully. 
$1,316,563,718 
total dollars pledged. 
Kickstarter...
#smxeast
Imag#e ssoumrcex: Deaawns Htopkins 
respond
#smxeast 
community @ work 
± 42,000 
2000 
127 
27 
101 
2001 
8 
375 
give people 
a VOICE 
Image source: Seven Morris 
...
Imag#e ssomurcex: eThae Tsetlegraph 
chance to be part 
of something
#smxeast 
average response time: 
9.75 seconds
#smxeast 
63% 
When 1,620 consumers were 
tested under laboratory 
conditions, said they felt their 
heart rate increase w...
#smxeast 
Jan/Feb, 2010 
Toyota Recall 
42 million vehicles are recalled due to faulty breaks. 
2005 
1977 
2010 
March 17...
Businesses should treat technology like a special 
effect. 
If you’re James Cameron and you’re doing a 
movie like Avatar,...
#smxeast 
what is the bigger 
context that people 
are (or can be) 
excited about?
#smxeast 
4 Three core ingredients to get 
it right
A STORY that resonates: 
emotional triggers are powerful 
#smxeast
#smxeast 
their story
#smxeast 
The ABILITY to SPREAD it: 
making it super easy via 
connections in social
#smxeast 
making them the 
hero
#smxeast 
Doing something 
MEANINGFUL, feel 
part of something 
greater than self
#smxeast 
the bigger, cooler 
thing for them
because you enable 
something as a 
result of that 
experience 
#smxeast
#smxeast 
Saw your new video series 
– it was amazing; 
what did you use? 
word-of-obvious 
[Kathy Sierra]
#smxeast 
influence as a side 
effect of 
interestingness
what would you do 
differently if you were 
responsible for their 
success? 
#smxeast
#smxeast 
5 Steps to get it done
1. Do the research 
2. Keep it personal 
3. Take time to map ways to connect 
4. Involve the talent 
5. Choose a short lis...
#smxeast 
how can you make 
them more 
interesting?
#smxeast
#smxeast 
identify areas 
of interest
because you are not 
creating experience 
for your 
influencers… 
#smxeast
#smxeast 
… you are creating 
experience for their 
readers
#smxeast 
if it’s not you 
who will influence 
your customers
#smxeast 
THANK YOU!
#smxeast 
Valeria Maltoni – VP Digital Strategy, PM Digital 
Led brand development, integrated content marketing 
strategy...
SMX East Everyone is Wrong about Influence. Except Your Customers.
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SMX East Everyone is Wrong about Influence. Except Your Customers.

What is influence? For a decade, Malcom Gladwell’s "The Tipping Point" has served as a touchstone for those who believe that influence resides in the hands of a select few. Not so, says a new generation of marketers. They believe that thanks to the democratizing power of the internet, anyone can be an Influential. Both camps are wrong. True influence flows from drawing together people with shared interests. This session focuses on the process of identifying areas of relevancy among your customers and prospects, building community, and allowing others to amplify your influence as you meet their needs.

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SMX East Everyone is Wrong about Influence. Except Your Customers.

  1. 1. #smxeast Everyone is wrong about Influence. Except your Customers. Valeria Maltoni . @ConversationAge VP, Digital Strategy, PM Digital
  2. 2. #smxeast Video to be added
  3. 3. #smxeast predicting the qualities of the next hit campaign, product or hot news item… is notoriously difficult
  4. 4. “We hope to rewire the way people spread and consume information… We think a more open and connected world will help create a stronger economy with more authentic businesses that build better products and services.” - Mark Zuckerberg, Founder / CEO, Facebook Letter to Potential Shareholders, May 2012
  5. 5. #smxeast let’s start by reframing the question
  6. 6. #smxeast how do you appeal to influencers based on what they think about themselves?
  7. 7. #smxeast 1 How information spreads through shared interests
  8. 8. #smxeast gossip
  9. 9. #smxeast May 13, 2010 – Lee Perkins, videographer, Shreveport, LA creates Boycott BP 841,047 fans May 19, 2010 – Josh Simpson, comedian, CA creates @BPGlobalPR 188,604 followers at height of interest April 13, 2009 – Good as You GLBT activist blog publishes the Domino’s videos for the first time, videos go viral within hours crisis
  10. 10. #smxeast 200,000 12,000,000 600 40 > 5 experiences
  11. 11. #smxeast need
  12. 12. #smxeast 92% of consumers report that a word-of-mouth recommendation is the top reason they buy a product and service Nielsen, Global Consumer Trust, 2012.
  13. 13. #smxeast human data
  14. 14. #smxeast entertain affect opinions exchange important information point out & enforce social rules learn from mistakes
  15. 15. #smxeast 2 Who are the influencers in your industry
  16. 16. social trends often seem to have been driven by certain influential people #smxeast
  17. 17. yet marketers are often unable to identify these “influencers” in advance #smxeast
  18. 18. #smxeast it starts with understanding motivation
  19. 19. #smxeast
  20. 20. #smxeast CONNECTOR SALESMAN MAVEN
  21. 21. #smxeast they don’t tell their readers because they like you…
  22. 22. #smxeast what matters is what happens in their world
  23. 23. #smxeast […] She wore the socks to school on Tuesday, pairing them with the cute sneakers and a simple black shirt and skirt. She told me she received compliments the entire day – from students in middle school, high school students (her school has students in grades 5-12), teachers and even the crossing guard. […] Client: Little Miss Matched AvaLovesFashion.com, August 2014.
  24. 24. #smxeast … they tell their readers because they like their readers (or themselves / both)
  25. 25. #smxeast WIDE spread across knowing issues having things on the radar building wide acceptance and buy-in evangelists concentrated credibility and trust from past experience, track record DEEP Source: Jess McMullin T-shaped influence
  26. 26. #smxeast 3 What are the attractors, the value generating actions
  27. 27. #smxeast connect inquire notice commit respond
  28. 28. then designing what that influencer experience looks like #smxeast
  29. 29. Image source: joiseyshowaa #smxeast connect
  30. 30. #smxeast part of a tribe
  31. 31. #smxeast
  32. 32. #smxeast
  33. 33. #smxeast investors seek objective sources of information
  34. 34. #smxeast online & offline connections
  35. 35. http://solidsoundfestival.com/alumni/ #smxeast local significance
  36. 36. #smxeast inquire
  37. 37. #smxeast what they say what they do
  38. 38. Imag#e ssomurcex:e Joahns tBiehler data explosion
  39. 39. #smxeast mobile technology will be ubiquitous, invisible, and interconnected
  40. 40. #smxeast ability to access records anytime, anywhere
  41. 41. #smxeast goals and motivation
  42. 42. #smxeast wearable technology from science fiction to fashion statement
  43. 43. #smxeast health care where we live, play, work and pray Source: Well Connected Mom
  44. 44. #smxeast identify based on what they say, connect based on what they do
  45. 45. #smxeast what would they say about themselves Image Source: The garden behind Marco's. Photo: Sarah Silberg/New York Magazine
  46. 46. Image source: Michele Catania #smxeast notice
  47. 47. #smxeast 62% Agree that user generated content has more credibility in supporting brand trust than employee-generated content Get Satisfaction, Market Trend Report, Sept 2014
  48. 48. #smxeast focusing on what people are able to do…
  49. 49. #smxeast reason to come back
  50. 50. Image source: Lane County, OR communications center #smxeast make them better at what they want to do
  51. 51. … rather than trying to manage how they perceive your brand #smxeast
  52. 52. #smxeast lighting many fires
  53. 53. #smxeast College/Campus Experience Distance Learning Education News Education Policy Teaching/Learning Professor Blogs Admissions/ Rankings Technology In Education Career Planning Homeland Security key content categories & topics
  54. 54. #smxeast they do not post because they like you…
  55. 55. #smxeast … they post because they like themselves
  56. 56. #smxeast how you see yourself
  57. 57. #smxeast impacts loyalty
  58. 58. #smxeast commit
  59. 59. #smxeast 1 / 9 / 90 creators, contributors, lurkers The Internet Rule
  60. 60. #smxeast empowering people
  61. 61. #smxeast backing projects Goal: $1,000,000 Raised: $5,408,916
  62. 62. #smxeast bringing experiences to life Goal: $2,000,000 Raised: $5,702,153 Rob Thomas is the creator and executive producer of VERONICA MARS
  63. 63. #smxeast funding new products Goal: $100,000 Raised: $10,266,845
  64. 64. #smxeast 41.15% Success rate. 70,040 projects funded successfully. $1,316,563,718 total dollars pledged. Kickstarter, September 19, 2014.
  65. 65. #smxeast
  66. 66. Imag#e ssoumrcex: Deaawns Htopkins respond
  67. 67. #smxeast community @ work ± 42,000 2000 127 27 101 2001 8 375 give people a VOICE Image source: Seven Morris globally y2k Cities countries meet up milestone years PHL members
  68. 68. Imag#e ssomurcex: eThae Tsetlegraph chance to be part of something
  69. 69. #smxeast average response time: 9.75 seconds
  70. 70. #smxeast 63% When 1,620 consumers were tested under laboratory conditions, said they felt their heart rate increase when they thought about receiving great customer service. American Express Service Study, September 2013
  71. 71. #smxeast Jan/Feb, 2010 Toyota Recall 42 million vehicles are recalled due to faulty breaks. 2005 1977 2010 March 17, 2010 Palm Oil/Greenpeace Facebook wall animosity caused by community manager. April 20, 2010 Gulf Oil spill BP engages PIER emergency system to communicate internally. July 7, 1977 Breast Milk Action Network Company boycott is called in U.S. and expanded in Europe in the ‘80s. 2007 February 14, 2007 Customer Service Issues Leaked memo from founder Howard Shultz sets off a series of initiatives that leads to launch of My Starbucks Idea. June 2005 “Dell Hell” Blogger Jeff Jarvis begins a controversy about company’s customer service issues. 2009 August 13, 2009 Employee-created YouTube expose’ video Video is viewed by 1 million people. July 16, 2009 Sustainability Index CEO-led, proactive initiative to affect supply chain. February 2009 Customer Service issue Blue Shirt nation led to TwelpeForce and prompt response. 1 minute 30 years 1 month 1 month 1 month 1 month 48 hours proactive 1 year social media interactions
  72. 72. Businesses should treat technology like a special effect. If you’re James Cameron and you’re doing a movie like Avatar, the issue is, “What kind of world am I trying to create?” — Michael Schrage #smxeast Then the question is, “So how do I get the technology to do that?” The leading question is not, “Gee, how do I make a cheaper movie faster?”
  73. 73. #smxeast what is the bigger context that people are (or can be) excited about?
  74. 74. #smxeast 4 Three core ingredients to get it right
  75. 75. A STORY that resonates: emotional triggers are powerful #smxeast
  76. 76. #smxeast their story
  77. 77. #smxeast The ABILITY to SPREAD it: making it super easy via connections in social
  78. 78. #smxeast making them the hero
  79. 79. #smxeast Doing something MEANINGFUL, feel part of something greater than self
  80. 80. #smxeast the bigger, cooler thing for them
  81. 81. because you enable something as a result of that experience #smxeast
  82. 82. #smxeast Saw your new video series – it was amazing; what did you use? word-of-obvious [Kathy Sierra]
  83. 83. #smxeast influence as a side effect of interestingness
  84. 84. what would you do differently if you were responsible for their success? #smxeast
  85. 85. #smxeast 5 Steps to get it done
  86. 86. 1. Do the research 2. Keep it personal 3. Take time to map ways to connect 4. Involve the talent 5. Choose a short list for exclusive #smxeast
  87. 87. #smxeast how can you make them more interesting?
  88. 88. #smxeast
  89. 89. #smxeast identify areas of interest
  90. 90. because you are not creating experience for your influencers… #smxeast
  91. 91. #smxeast … you are creating experience for their readers
  92. 92. #smxeast if it’s not you who will influence your customers
  93. 93. #smxeast THANK YOU!
  94. 94. #smxeast Valeria Maltoni – VP Digital Strategy, PM Digital Led brand development, integrated content marketing strategy and execution, and digital / social strategies for a number of global Fortune 500 companies in technology, retail eCommerce, financial services, and Media & Entertainment.  1999-2007 – FastCompany.com, created and led social network in Philadelphia  2006-current – started Conversation Agent focused on digital transformation at the intersection of business / technology / media vmaltoni@pmdigital.com @conversationage
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    Feb. 23, 2015
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    Oct. 5, 2014
  • bolpet

    Oct. 3, 2014

What is influence? For a decade, Malcom Gladwell’s "The Tipping Point" has served as a touchstone for those who believe that influence resides in the hands of a select few. Not so, says a new generation of marketers. They believe that thanks to the democratizing power of the internet, anyone can be an Influential. Both camps are wrong. True influence flows from drawing together people with shared interests. This session focuses on the process of identifying areas of relevancy among your customers and prospects, building community, and allowing others to amplify your influence as you meet their needs.

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