This document summarizes a discussion on influence marketing and influencers. It introduces the speakers and their backgrounds in influence marketing. It then provides examples of how to build an influencer strategy, including creating original content, driving a blog featuring influencer content, building an influencer community, and providing recognition. It also discusses identifying influencers based on scoring and rankings. An example is provided of an influencer's content reach. It outlines an influencer outreach campaign and discusses social command centers at events to manage social analytics.

1. What’s the ROI of an Influencer?
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4. Our Speakers
Sam Fiorella is the co-author of Influence Marketing: How to Create, Manage, and Measure Brand
Influencers, which was ranked in BookScan’s Top 100 Business books this year. Sam is also a Partner at Sensei
Inc, a customer experience firm with offices in Toronto and New York City and a faculty member at Rutgers
University Center for Management Development where he teaches advanced social media and content
marketing programs. @SamFiorella
Tami Cannizzaro is a Global Director of Marketing at IBM where she is responsible for driving IBM’s Social
Business initiative which helps companies to improve sales, marketing and workforce productivity by building
social into the fabric of their organizations. Her stated mission is to help IBM become the number one Social
Business in the world and to help clients become socially forward businesses. She writes a blog for marketers
www.digitalageofmarketing.com. @TamiCann.
Leslie Ament, Senior Vice President of Research is a Principal Analyst at Hypatia Research Group, a
boutique industry analyst firm. Ament is a Customer Intelligence Management thought-leader and industry
analyst who focuses on how organizations capture, manage, analyze and apply actionable customer insight to
improve customer management techniques, reduce operating expenses and to accelerate corporate growth. A
CRM practitioner, Ament has driven process requirements gathering & implementation for both on-premise &
SaaS CRM systems. @Hypatia_LeslieA
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in
generating demand and creating buzz for leading technology, consumer products, financial services and
professional services organizations. @PaulDunay
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13. Building an Influencer Strategy
1. Raise Brand Awareness through original content
• Editorial calendar
• Tie into relevant market themes
2. Drive a Blog featuring Influencer Content
• Build community of cross-functional contributors
• Build content syndication strategy (Outbrain, Listly,
Triberr, etc.)
• Solicit 3rd-party content
3. Build a Passionate Influencer Community
• Build virtual communities to share content
• Leverage industry events (NRF, PivotCon, Summits)
• Social events offline & online
4. Build ways to provide Influencer recognition
5. Work with prestige partners & press placements (eg.
HBR, HuffPo, MIT Sloan)

14. Identifying Your Influencers
Identification
of industry influencers
based on custom
scoring and rankings
systems, in order to
identify the most
impactful influencer to
target for the brand
or industry.
SOCIAL MEDIA TODAY (C) 2013

15. The Influencer Model
Bryan Kramer was a top influencer at
the recent Smarter Commerce Global
Summit in Nashville, conducting
over 15 interviews with VIP social
influencers on Smarter Commerce’s
behalf and delivered a dynamic
session on “Building your Social
Body Language.”
Example:
Here’s a snapshot of how
@BryanKramer’s content was
spread over the course of May 17May 24, 2013.
There were 1000 retweets of his
posts that reached a potential
5 million Twitter users globally
in just 8 days.
15
© 2012 IBM Corporation

16. Influencer Outreach Campaign
VIP outreach
campaigns to invite
key players to attend
an event or try a
product to increase
buzz, share of voice,
impressions, reach,
sentiment and
follower-base
IBM_DEV-109 Smarter Commerce Global Summit 2013 - Nashville
Blogger Outreach Roadmap
Pre-Event
At Event
Post Event
EMAIL
EMAIL
VIP Bloggers from 2012
Register
EMAIL
EMAIL
EMAIL
Follow-up
from VIP
Concierge
Canʼ
t wait to see
you! Check-into
our Facebook site
to start networking
Influencer specific
storify sent to VIP
bloggers
Storify, Twitter, Facebook, Pinterest
and ongoing retweets and responses.
Thanks for coming! Relive your
experience here.
Register
Blogger call for
Invite to 15
feedback.
bloggers for
feedback call. Opportunity to
submit 5
influencer names
and story/stats to
include in
marketing kit.
February 1st
16
Reminder
email from Ally
to submit your
list and story.
Why attend?
You will be
receiving
something
next week.
No Register
FedEx/UPS Kit
- USB w/ assets
- VIP credentials
- Insert, why to attend
EMAIL
Did you receive
the kit? We hope
to see you!
March
Arpil 10th
EMAIL
Donʼ
t forget to
register.
May 1st
Reminder to watch live stream
with links.
EMAIL
We missed you! See what
happened here.
May 30th

17. Social Command Centers and leaderboards at events
Planning and
orchestration of
social analytics
displayed on the
Social Command
Center screens, and
on-site management
of Command Center
at events
17

18. DON’T FOCUS ON
INFLUENCERS

19. Influence Marketing

20. Influence Marketing

21. Influence Marketing

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