The document discusses the rise of influencer marketing and its impact on traditional business models. It notes that social, mobile, and open technologies have disrupted traditional top-down advertising approaches. Instead of broadcast messaging to target audiences, influencer marketing focuses on cultivating customer intimacy by identifying trusted influencers and optimizing content for their followers. Rather than targeting large audiences, it focuses on engaging customers through advocates who have narrow but deep reach. The document suggests that companies need to identify the right influencers based on their activity, interests, and resonance in order to respond effectively to these changes in how customers receive information and make purchasing decisions.

1. INFLUENCER MARKETING
Social Data Week 2013
#SDWK13 #MARKETWIRED
Tuesday, September 24, 13

2. The Future: Influencer Marketing
THE NEW
MARKET
ECONOMY
Tuesday, September 24, 13

3. TRADITIONAL
BUSINESS
MODELS
The Future: Influencer Marketing
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4. DISRUPTED
TRADITIONAL
BUSINESS
MODELS
The Future: Influencer Marketing
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5. The Future: Influencer Marketing
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6. The Future: Influencer Marketing
SOCIAL, MOBILE, OPEN
TECHNOLOGIES
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7. The Future: Influencer Marketing
IMPACTING
BUSINESS
FROM...
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8. The Future: Influencer Marketing
TO...
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9. The Future: Influencer Marketing
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10. The Future: Influencer Marketing
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11. The Future: Influencer Marketing
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12. The Future: Influencer Marketing
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13. The Future: Influencer Marketing
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14. YESTERDAY’S BUYING PROCESS
The Future: Influencer Marketing
ACTION
AWARENESS
INTEREST
DESIRE
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15. YESTERDAY’S BUYING PROCESS
The Future: Influencer Marketing
By the way,
created in:
1898
ACTION
AWARENESS
INTEREST
DESIRE
Tuesday, September 24, 13

16. 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

17. 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

18. 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
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19. The Future: Influencer Marketing
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20. The Future: Influencer Marketing
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21. The Future: Influencer Marketing
TOP DOWN
TARGET SEGMENT
COMPANY
BROADCAST
REACH
FOCUS:
DATA:
MESSAGE:
METHOD:
METRIC:
Tuesday, September 24, 13

22. 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

23. 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

24. 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

25. The Future: Influencer Marketing
1. CULTIVATE CUSTOMER INTIMACY
2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’
3. EMBRACE INFLUENCERS’ UNIQUENESS
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26. The Future: Influencer Marketing
INFLUENCER TYPES
BROAD, SHALLOW
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27. The Future: Influencer Marketing
INFLUENCER TYPES
BROAD, SHALLOW NARROW, DEEP
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28. The Future: Influencer Marketing
WHAT MAKES A VALUABLE INFLUENCER?
Tuesday, September 24, 13

29. The Future: Influencer Marketing
MORE THAN # FOLLOWERS!
• ACTIVITY
• INTERESTS
• TONE
• AFFILIATIONS
• REACH
• RESONANCE
• RELEVANCE
• LOCATION
WHAT MAKES A VALUABLE INFLUENCER?
Tuesday, September 24, 13

30. IT’S SO EASY
A CAVEMAN CAN DO IT
The Future: Influencer Marketing
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31. The Future: Influencer Marketing
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32. The Future: Influencer Marketing
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33. The Future: Influencer Marketing
Google Nexus Tablet
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34. The Future: Influencer Marketing
Intel Ultrabook
A Laptop When You Need It,
A Table When You Want It
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35. The Future: Influencer Marketing
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36. The Future: Influencer Marketing
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37. The Future: Influencer Marketing
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38. ARE YOU
HEARING THE
SIGNALS?
The Future: Influencer Marketing
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39. How will you respond...
TODAY?
The Future: Influencer Marketing
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40. How will you respond...
TOMORROW?
The Future: Influencer Marketing
Tuesday, September 24, 13

41. Jim Delaney, President & CEO
jdelaney@marketwired.com
@ears_delaney
1.888.299.0338
Tuesday, September 24, 13