Social sales influencemktg_samfiorella_april2014

647 views

Published on

Presentation made to 3M Frontline sales conference in Chicago.
Summary: Reverse engineering influence marketing strategies for improved social selling and measurement; social relationship management practices.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
647
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Social sales influencemktg_samfiorella_april2014

  1. 1. Social Selling: Who’s Influencing Who?
  2. 2. Partner, Sensei Inc. Author, Influence Marketing Professor, Rutgers University Seneca College Writer, Huffington Post Social Media Today Top 50 Marketing Strategist Social Technology Review SAM FIORELLA @samfiorella
  3. 3. Why Influence Marketing? BRANDS
  4. 4. Why Influence Marketing? BRANDS
  5. 5. Why Influence Marketing? BRANDS
  6. 6. Why Influence Marketing? BRANDS
  7. 7. SOWHAT’STHE SOLUTION?
  8. 8. Social Influence Scores
  9. 9. Is Social Amplification “Influence”?
  10. 10. What Is Influence?
  11. 11. …IS EMBLEMATIC OF CURRENT SOCIAL SELLING PARADIGMS. THE PROBLEMWITH SOCIAL SCORING…
  12. 12. Understanding Real Influence Brand
  13. 13. Understanding Real Influence Brand Social Graph
  14. 14. Understanding Real Influence Influencer
  15. 15. Understanding Real Influence Influencer Influencer’s Social Graph
  16. 16. Understanding Real Influence Seeding Broadcasting
  17. 17. Understanding Real Influence 10% Customers in the buying cycle
  18. 18. Understanding Real Influence 20% Customers not in the buying cycle
  19. 19. Who Is Influential? 30% Existing customers
  20. 20. Who Is Influential? 40% fake or ineligible customers
  21. 21. Understanding Real Influence High Effort/Cost Low Return
  22. 22. Understanding Real Influence 1% 9% 90% 10% 20% 70% 90-9-1 RULE 2006 70-20-10 RULE 2014
  23. 23. 2x Friends with iPhones Likely iPhone Ownership Telenor Commissioned Study
  24. 24. 2x 14x Friends with iPhones Likely iPhone Ownership Telenor Commissioned Study
  25. 25. The Power of Dyadic Relationships The bigger our communities grow, the more powerful one-to-one communications become for sales success.
  26. 26. Reverse Engineer Social Influence Who is the “influencer’s” audience? Unclassified “Followers”
  27. 27. Reverse Engineer Social Influence Forget the influencer, focus on the customer.
  28. 28. Reverse Engineer Social Influence Family Co-workers Parishioners Media Friends “Followers” turn into “Relationships”
  29. 29. Reverse Engineer Social Influence MOBILE Analyze community with NLP
  30. 30. Reverse Engineer Social Influence MOBILE FEATURES CONTRACT Analyze community with NLP
  31. 31. Reverse Engineer Social Influence MOBILE Samsung FEATURES iPhone PRICE PLAN CONTRACT AT&TVerison Analyze community with NLP
  32. 32. Reverse Engineer Social Influence MOBILE Samsung FEATURES iPhone PRICE PLAN CONTRACT Verison AT&T Overlay sentiment & applicable filters
  33. 33. Reverse Engineer Social Influence MOBILE Samsung FEATURES iPhone PRICE PLAN CONTRACT Verison AT&T “Geofence” the customer’s social graph
  34. 34. Reverse Engineer Social Influence “Geofence” the customer’s social graph
  35. 35. Reverse Engineer Social Influence Identify “Micro-Influencers” by opportunity/lifecycle
  36. 36. Reverse Engineer Social Influence Surf The Influence Path “Macro Influencers” Action: Awareness Nurturing Conversion Loyalty Advocacy
  37. 37. Influence &The Customer Lifecycle
  38. 38. INFLUENCE BASED SALES SMD204WEEK 3
  39. 39. Social Relationship Management
  40. 40. Social Relationship Management
  41. 41. Social Relationship Management
  42. 42. Social Relationship Management
  43. 43. Social Relationship Management
  44. 44. FinalThoughts • Influence is a verb, not a noun. • Start with a focus on the customer’s decision making process, not the influencer. • Manage influence campaigns across the entire life cycle, not just for acquisition. • Measure influence marketing activity against customer lifetime value. • The value of a customer is not his/her contracts but the sum of their relationships and the resulting impact on the CLV.
  45. 45. ThankYou Sam Fiorella Twitter: @samfiorella Blog: senseimarketing.com Site: samfiorella.com Get your copy today. Available at Amazon | Barnes & Noble

×