Information on influencer marketing as presented at Mashable Social Media Day Atlanta 2013. Influencer marketing allows marketers to reach 90% of prospects though the influential 10%.

1. Influencer
Marketing
@jhaile @TeamSideqik

2. Who am I?
Founder & CTO of
Software architect at Vitrue/Oracle
Georgia Tech Alumni
@jhaile @TeamSideqik

3. What is Influencer Marketing?
Follow
the
Leader

4. What is Influencer Marketing?
Identifying and building
relationships with
individuals who have
influence over a target
audience of buyers
Follow
the
Leader

5. “Word of mouth is the primary
factor behind 20 to 50 percent of
all purchasing decisions.”
-McKinsey&Company Study
Why bother?
@jhaile @TeamSideqik

6. Who are influencers?
@jhaile @TeamSideqik

7. Who are influencers?
Existing Customers
Brand Ambassadors
Professional Advisors
Manufacturers
Bloggers
Partners
Retailers
Journalists
@jhaile @TeamSideqik

8. Influencer Marketing Steps
1) Identifying Influencers
2) Marketing to Influencers
3) Marketing through Influencers
4) Marketing with Influencers
@jhaile @TeamSideqik

9. Examples
YouTube Personalities
College Brand Ambassadors
@jhaile @TeamSideqik

10. Influencer Marketing Tools
@jhaile @TeamSideqik

11. Influencer Marketing Tools
@jhaile @TeamSideqik
Listening

12. Influencer Marketing Tools
@jhaile @TeamSideqik
Listening Social Mgt

13. Influencer Marketing Tools
@jhaile @TeamSideqik
Listening Social Mgt
Ranking

14. Influencer Marketing Tools
@jhaile @TeamSideqik
Listening Social Mgt
?
Ranking

15. Five Attributes of
Influencers
Activists involved, with their communities,
political movements, charities, etc.
Connected large social networks
Impact looked up to & trusted
Active minds multiple and diverse interests
Trendsetters early adopters (or leavers)
@jhaile @TeamSideqik

16. Ranking Influencers
Size of Audience number of people an
individual has the ability to connect with
Independence influencer’s vested interest
Frequency number of influencing opportunities
Expertise influencer’s subject matter expertise
Persuasiveness the degree of consequence in
ignoring an influencer's advice
Thoroughness of role extent of influence
exerted across the decision lifecycle
@jhaile @TeamSideqik