Social Selling: Who's Influencing Who? - Sam Fiorella

•

39 likes•6,511 views

Marketo

Sam Fiorella discusses how to create, manage, and measure brand influencers in Social Media Marketing.

Marketing Business

Partner, Sensei Inc.
CMO, Thirty750s
Author, Influence Marketing
Professor, Rutgers University
Seneca College
Writer, Huffington Post
Social Media Today
Top 50 Marketing Strategist
Social Technology Review
SAM FIORELLA
@samfiorella

…IS EMBLEMATIC OF CURRENT
SOCIAL SELLING PARADIGMS.
THE PROBLEMWITH SOCIAL
SCORING…

Understanding Real Influence
Influencer
Influencer’s Social Graph

Understanding Real Influence
10% Customers
in the buying
cycle

Understanding Real Influence
20% Customers
not in the buying
cycle

Who Is Influential?
30% Existing
customers

Who Is Influential?
40% fake or
ineligible
customers

Understanding Real Influence
High Effort/Cost
Low Return

2x
Friends with iPhones Likely iPhone Ownership
Telenor Commissioned Study

2x
14x
Friends with iPhones Likely iPhone Ownership
Telenor Commissioned Study

The Power of Dyadic Relationships
The bigger our communities grow,
the more powerful one-to-one
communications become for sales
success.

Reverse Engineer Social Influence
Who is the “influencer’s” audience?
Unclassified
“Followers”

Reverse Engineer Social Influence
Forget the influencer, focus on the customer.

Reverse Engineer Social Influence
Family
Co-workers
Parishioners
Media
Friends
“Followers” turn into “Relationships”

Reverse Engineer Social Influence
MOBILE
Analyze community with NLP

Reverse Engineer Social Influence
MOBILE
FEATURES
CONTRACT
Analyze community with NLP

Reverse Engineer Social Influence
MOBILE
Samsung
FEATURES
iPhone
PRICE
PLAN
CONTRACT
AT&TVerison
Analyze community with NLP

Reverse Engineer Social Influence
MOBILE
Samsung
FEATURES
iPhone
PRICE
PLAN
CONTRACT
Verison AT&T
Overlay sentiment & applicable filters

Reverse Engineer Social Influence
MOBILE
Samsung
FEATURES
iPhone
PRICE
PLAN
CONTRACT
Verison AT&T
“Geofence” the customer’s social graph

Reverse Engineer Social Influence
“Geofence” the customer’s social graph

Reverse Engineer Social Influence
Identify “Micro-Influencers” by opportunity/lifecycle

Reverse Engineer Social Influence
Surf The Influence Path
“Macro
Influencers”
Action:
Awareness
Nurturing
Conversion
Loyalty
Advocacy

ThankYou
Sam Fiorella
Twitter: @samfiorella
Blog: senseimarketing.com
Site: samfiorella.com

When it comes to acquiring and retaining customers, the goal should be to develop strategies that scale efficiently and make the most of every dollar. But to do that, you first need to understand your target consumers. So we surveyed 1,800 U.S. consumers, illuminating trends on how they discover new retailers, why they decide to try a retailer, and what convinces them to recommend a retailer to others. From there, we developed strategies and tactics that capitalize on those behaviors to help you maintain a steady flow of new and repeat customers.

BTC Infographic

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The ubiquitous dominance of influencer marketing is undeniable. By 2020, influencer marketing is expected to catapult itself to a $10 billion industry, solidifying its place as a fundamental and strategic component of every brand's media mix. A lot has changed with influencer marketing in the last 10 years, but one thing has stayed the same – women run this industry. According to Adweek, 78% of influencers are female. This deck will dive into the evolution of influencer marketing, expanding on past, present and future trends. Linqia will also discuss why women lead this industry, and how viewers can tap into their own skills and talents to create their own influence online. Women Have Always Held the Purse Strings • The multiplier effect - they influence purchasing decisions for themselves and everyone in their households • Women drive 70-80% of all consumer purchasing decisions. • Women purchase over 50% of traditional male products, including automobiles, home improvement products, and consumer electronics. • 85% of women say that if they like a brand, they will remain loyal to it.

Sponsor scope

usable80

Influencer Marketing has matured into a powerhouse marketing channel. In this webinar, Rachael Cihlar and Laura Smous will provide actionable insights into what it takes to create a high performing influencer marketing practice, with less effort than you’d think. Through the use of case studies, proprietary data and actual customer examples, you’ll learn how to: Drive programs and performance with goal setting Optimize influencer selection for maximum ROI Reach the right consumers, with audience targeting Identify which influencer marketing metrics matter to you (and which don’t) Continuously improve your influencer marketing, with analytics Create an “always-on” influencer marketing strategy that’s vital to your success Influencer marketing is not what it was even a year ago. It’s no longer a cumbersome process nor is it a one-off tactic. Rachael and Laura will outline the ease and efficiency of building an always-on automated influencer practice.

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Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail. Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems. In this webinar, Vladimir will be covering the following topics: Applications of 3D and AR in Digital Commerce, Benefits of 3D and AR, Tools to create, manage and publish 3D and AR in Digital Commerce.

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Social Selling: Who's Influencing Who? - Sam Fiorella

1. Social Selling: Who’s Influencing Who?

2. Partner, Sensei Inc. CMO, Thirty750s 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. Why Influence Marketing? BRANDS

4. Why Influence Marketing? BRANDS

5. Why Influence Marketing? BRANDS

6. Why Influence Marketing? BRANDS

7. SOWHAT’STHE SOLUTION?

9. Social Influence Scores

10. Is Social Amplification “Influence”?

11. What Is Influence?

12. …IS EMBLEMATIC OF CURRENT SOCIAL SELLING PARADIGMS. THE PROBLEMWITH SOCIAL SCORING…

13. Understanding Real Influence Brand

14. Understanding Real Influence Brand Social Graph

15. Understanding Real Influence Influencer

16. Understanding Real Influence Influencer Influencer’s Social Graph

17. Understanding Real Influence 10% Customers in the buying cycle

18. Understanding Real Influence 20% Customers not in the buying cycle

19. Who Is Influential? 30% Existing customers

20. Who Is Influential? 40% fake or ineligible customers

21. Understanding Real Influence High Effort/Cost Low Return

22.

23. 2x Friends with iPhones Likely iPhone Ownership Telenor Commissioned Study

24. 2x 14x Friends with iPhones Likely iPhone Ownership Telenor Commissioned Study

25. The Power of Dyadic Relationships The bigger our communities grow, the more powerful one-to-one communications become for sales success.

26. Reverse Engineer Social Influence Who is the “influencer’s” audience? Unclassified “Followers”

27. Reverse Engineer Social Influence Forget the influencer, focus on the customer.

28. Reverse Engineer Social Influence Family Co-workers Parishioners Media Friends “Followers” turn into “Relationships”

29. Reverse Engineer Social Influence MOBILE Analyze community with NLP

30. Reverse Engineer Social Influence MOBILE FEATURES CONTRACT Analyze community with NLP

31. Reverse Engineer Social Influence MOBILE Samsung FEATURES iPhone PRICE PLAN CONTRACT AT&TVerison Analyze community with NLP

32. Reverse Engineer Social Influence MOBILE Samsung FEATURES iPhone PRICE PLAN CONTRACT Verison AT&T Overlay sentiment & applicable filters

33. Reverse Engineer Social Influence MOBILE Samsung FEATURES iPhone PRICE PLAN CONTRACT Verison AT&T “Geofence” the customer’s social graph

34. Reverse Engineer Social Influence “Geofence” the customer’s social graph

35. Reverse Engineer Social Influence Identify “Micro-Influencers” by opportunity/lifecycle

36. Reverse Engineer Social Influence Surf The Influence Path “Macro Influencers” Action: Awareness Nurturing Conversion Loyalty Advocacy

37. Influence &The Customer Lifecycle

38. ThankYou Sam Fiorella Twitter: @samfiorella Blog: senseimarketing.com Site: samfiorella.com

Social Selling: Who's Influencing Who? - Sam Fiorella

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