Social Data Week NY: Influencer Marketing: Cutting Through the Noise - Jim Delaney, CEO, Marketwired

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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.

Self Improvement Business News & Politics

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

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

TRADITIONAL
BUSINESS
MODELS
The Future: Influencer Marketing
Tuesday, September 24, 13

DISRUPTED
TRADITIONAL
BUSINESS
MODELS
The Future: Influencer Marketing
Tuesday, September 24, 13

The Future: Influencer Marketing
Tuesday, September 24, 13

The Future: Influencer Marketing
SOCIAL, MOBILE, OPEN
TECHNOLOGIES
Tuesday, September 24, 13

The Future: Influencer Marketing
IMPACTING
BUSINESS
FROM...
Tuesday, September 24, 13

The Future: Influencer Marketing
TO...
Tuesday, September 24, 13

YESTERDAY’S BUYING PROCESS
The Future: Influencer Marketing
ACTION
AWARENESS
INTEREST
DESIRE
Tuesday, September 24, 13

YESTERDAY’S BUYING PROCESS
The Future: Influencer Marketing
By the way,
created in:
1898
ACTION
AWARENESS
INTEREST
DESIRE
Tuesday, September 24, 13

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

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

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

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

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

The Future: Influencer Marketing
1. CULTIVATE CUSTOMER INTIMACY
2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’
3. EMBRACE INFLUENCERS’ UNIQUENESS
Tuesday, September 24, 13

The Future: Influencer Marketing
INFLUENCER TYPES
BROAD, SHALLOW
Tuesday, September 24, 13

The Future: Influencer Marketing
INFLUENCER TYPES
BROAD, SHALLOW NARROW, DEEP
Tuesday, September 24, 13

The Future: Influencer Marketing
WHAT MAKES A VALUABLE INFLUENCER?
Tuesday, September 24, 13

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

IT’S SO EASY
A CAVEMAN CAN DO IT
The Future: Influencer Marketing
Tuesday, September 24, 13

The Future: Influencer Marketing
Google Nexus Tablet
Tuesday, September 24, 13

The Future: Influencer Marketing
Intel Ultrabook
A Laptop When You Need It,
A Table When You Want It
Tuesday, September 24, 13

ARE YOU
HEARING THE
SIGNALS?
The Future: Influencer Marketing
Tuesday, September 24, 13

How will you respond...
TODAY?
The Future: Influencer Marketing
Tuesday, September 24, 13

How will you respond...
TOMORROW?
The Future: Influencer Marketing
Tuesday, September 24, 13

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

Viral marketing, word of mouth marketing, social media marketing. What's new in marketing and advertising, How to go viral (Viral formula), how can I implement a social media strategy, Guerrilla marketing concepts and best campaigns. Discover the best social media and viral marketing practices and The New Rules of Viral Marketing. Presentation for Real Madrid School (European Univeristy of Madrid) Contact me to download conversemos@juanmarketing.com See more in http://www.juanmarketing.com/

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Social Data Week NY: Influencer Marketing: Cutting Through the Noise - Jim Delaney, CEO, Marketwired

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 Tuesday, September 24, 13

4. DISRUPTED TRADITIONAL BUSINESS MODELS The Future: Influencer Marketing Tuesday, September 24, 13

5. The Future: Influencer Marketing Tuesday, September 24, 13

6. The Future: Influencer Marketing SOCIAL, MOBILE, OPEN TECHNOLOGIES Tuesday, September 24, 13

7. The Future: Influencer Marketing IMPACTING BUSINESS FROM... Tuesday, September 24, 13

8. The Future: Influencer Marketing TO... Tuesday, September 24, 13

9. The Future: Influencer Marketing Tuesday, September 24, 13

10. The Future: Influencer Marketing Tuesday, September 24, 13

11. The Future: Influencer Marketing Tuesday, September 24, 13

12. The Future: Influencer Marketing Tuesday, September 24, 13

13. The Future: Influencer Marketing Tuesday, September 24, 13

14. YESTERDAY’S BUYING PROCESS The Future: Influencer Marketing ACTION AWARENESS INTEREST DESIRE Tuesday, September 24, 13

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 Tuesday, September 24, 13

19. The Future: Influencer Marketing Tuesday, September 24, 13

20. The Future: Influencer Marketing Tuesday, September 24, 13

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 Tuesday, September 24, 13

26. The Future: Influencer Marketing INFLUENCER TYPES BROAD, SHALLOW Tuesday, September 24, 13

27. The Future: Influencer Marketing INFLUENCER TYPES BROAD, SHALLOW NARROW, DEEP Tuesday, September 24, 13

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 Tuesday, September 24, 13

31. The Future: Influencer Marketing Tuesday, September 24, 13

32. The Future: Influencer Marketing Tuesday, September 24, 13

33. The Future: Influencer Marketing Google Nexus Tablet Tuesday, September 24, 13

34. The Future: Influencer Marketing Intel Ultrabook A Laptop When You Need It, A Table When You Want It Tuesday, September 24, 13

35. The Future: Influencer Marketing Tuesday, September 24, 13

36. The Future: Influencer Marketing Tuesday, September 24, 13

37. The Future: Influencer Marketing Tuesday, September 24, 13

38. ARE YOU HEARING THE SIGNALS? The Future: Influencer Marketing Tuesday, September 24, 13

39. How will you respond... TODAY? The Future: Influencer Marketing Tuesday, September 24, 13

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

Social Data Week NY: Influencer Marketing: Cutting Through the Noise - Jim Delaney, CEO, Marketwired

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