Influencers are key resources in the commercialization of products and companies… The question is why? The answer is that they have large “NETWORKS” of listeners and other thought leaders who are influenced by them. This means they can rapidly achieve mass diffusion of information; mass product acceptance; and mass product adoption

1. INFLUENCE MARKETING Awareness and Thought Leadership On a Tight Budget By Dr. Susan Dorfman SVP, Communications Media, Inc.

2. PROMOTIONAL GOALS AND OBJECTIVES Informing Reminding Persuading Target Audience Influence

3. PROMOTIONAL MEDIA…USUAL SUSPECTS Company Pays to Leverage Channel Channel a Company Owns and Controls When the Customer Becomes the Channel Needed but Expensive Produced awareness Everyone’s Got ‘Em So what to say now… Effective If Managed Trouble if left alone

4. AND THERE’S THE MOST POWERFUL… Internal and External Influencers ARE the Channel And Own The Ears and Minds of Many Priceless … Particularly When Integrated With Paid, Owned and Earned Media communication he has been tweeting about all morning

6. INFLUENCE WORKS…

8. INFLUENCER TYPES INTERNAL EXTERNAL

12. STEP 1. BUILDING INTERNAL INFLUENCERS Speak (At Conferences, on Panels, Webinars, Facebook, Twitter, & LinkedIn) Publish (in Trade Journals, eNewsletters, White Papers) Establish Networks with Client and Partner KOLs (and help make others famous) Host Events Sponsored By Partners or Professional Affiliations Show Expertise SlideShare YouTube Industry Awards Demos Get Quoted! (EVERYWHERE… But start with Press Releases) Build Communities of Practice Establish User Groups on LinkedIn Develop a Thought Leadership Blog or White Papers (and make others famous) (On the Cheap)

14. THE END Thank You [email_address]