Marketwired - Social Data Week: Influencer Marketing

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At Social Data Week in New York, Jim Delaney, Marketwired CEO, addresses how social media has changed the face of influencer marketing. Jim discusses how to build relationships with influencers, message to your audience, and use social media messaging to impact your bottom line.

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Marketwired - Social Data Week: Influencer Marketing

  1. 1. INFLUENCER MARKETING Social Data Week 2013 #SDWK13 #MARKETWIRED
  2. 2. THE NEW MARKET ECONOMY The Future: Influencer Marketing
  3. 3. TRADITIONAL BUSINESS MODELS DISRUPTED The Future: Influencer Marketing
  4. 4. SOCIAL, MOBILE, OPEN TECHNOLOGIES The Future: Influencer Marketing
  5. 5. IMPACTING BUSINESS FROM... The Future: Influencer Marketing
  6. 6. TO... The Future: Influencer Marketing
  7. 7. The Future: Influencer Marketing
  8. 8. The Future: Influencer Marketing
  9. 9. The Future: Influencer Marketing
  10. 10. The Future: Influencer Marketing
  11. 11. The Future: Influencer Marketing
  12. 12. YESTERDAY’S BUYING PROCESS AWARENESS INTEREST DESIRE By the way, created in: 1898 ACTION The Future: Influencer Marketing
  13. 13. TODAY’S PURCHASE JOURNEY* 2 A c t i v e e va l u a t i o n L oya lty lo o p 1 Initial consideration set 3 Moment of purchase 4 Trigger *McKinsey & Company Postpurc h a s e ex p e r i e n c e 1. Customer’s consideration set 3. Decision rationale precedes purchase 2. Customers self-educate about choices, +/– brands 4. Buyer’s post-purchase experience reinforces advocacy (or not) The Future: Influencer Marketing
  14. 14. TOMORROW’S PURCHASE JOURNEY 2 A c t i v e e va l u a t i o n WHAT STEPSoyALREADY TAKEN? L a lty lo o p 1 3 WHERE INFORMATION CONSUMED? Initial Moment consideration set of purchase WHAT VOICES VALUED? 4 Trigger WHO TRUSTED? Po e stpurchase experienc The Future: Influencer Marketing
  15. 15. 90% of social engagement is created by 3% of brand fans 77% of consumers are more likely to buy a product when it’s recommended by an advocate. – SocialChorus 2013 – Nielsen 2013 The Future: Influencer Marketing
  16. 16. The Future: Influencer Marketing
  17. 17. FOCUS: DATA: MESSAGE: METHOD: METRIC: X TOP DOWN INFLUENCER TARGET SEGMENT CUSTOMER INTIMACY COMPANY CUSTOMER BROADCAST DIALOG REACH ENGAGEMENT The Future: Influencer Marketing
  18. 18. INFLUENCER MARKETING 1. 2. 3. 4. IDENTIFY INFLUENCERS OPTIMIZE / TAILOR CONTENT DELIVER ACTIONABLE INSIGHT CREATE A SHARED ICON So what’s different? The Future: Influencer Marketing
  19. 19. 1. CULTIVATE CUSTOMER INTIMACY 2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’ 3. EMBRACE INFLUENCERS’ UNIQUENESS The Future: Influencer Marketing
  20. 20. INFLUENCER TYPES BROAD, SHALLOW NARROW, DEEP The Future: Influencer Marketing
  21. 21. WHAT MAKES A VALUABLE INFLUENCER? MORE THAN # FOLLOWERS! • REACH • ACTIVITY • RESONANCE • INTERESTS • RELEVANCE • TONE • LOCATION • AFFILIATIONS The Future: Influencer Marketing
  22. 22. IT’S SO EASY A CAVEMAN CAN DO IT The Future: Influencer Marketing
  23. 23. The Future: Influencer Marketing
  24. 24. The Future: Influencer Marketing
  25. 25. Google Nexus Tablet The Future: Influencer Marketing
  26. 26. A Laptop When You Need It, A Table When You Want It Intel Ultrabook The Future: Influencer Marketing
  27. 27. The Future: Influencer Marketing
  28. 28. The Future: Influencer Marketing
  29. 29. The Future: Influencer Marketing
  30. 30. ARE YOU HEARING THE SIGNALS? The Future: Influencer Marketing
  31. 31. How will you respond... TOMORROW? TODAY? The Future: Influencer Marketing
  32. 32. Jim Delaney, President & CEO jdelaney@marketwired.com @ears_delaney 1.888.299.0338

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