Presentation made to 3M Frontline sales conference in Chicago. Summary: Reverse engineering influence marketing strategies for improved social selling and measurement; social relationship management practices.

1. Social Selling:
Who’s Influencing Who?

2. Partner, Sensei Inc.
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
Seeding Broadcasting

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

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

20. Who Is Influential?
30% Existing
customers

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

22. Understanding Real Influence
High Effort/Cost
Low Return

23. Understanding Real Influence
1%
9%
90%
10%
20%
70%
90-9-1 RULE
2006
70-20-10 RULE
2014

25. 2x
Friends with iPhones Likely iPhone Ownership
Telenor Commissioned Study

26. 2x
14x
Friends with iPhones Likely iPhone Ownership
Telenor Commissioned Study

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

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

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

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

31. Reverse Engineer Social Influence
MOBILE
Analyze community with NLP

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

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

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

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

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

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

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

39. Influence &The Customer Lifecycle

40. INFLUENCE BASED SALES
SMD204WEEK 3

41. Social Relationship Management

42. Social Relationship Management

43. Social Relationship Management

44. Social Relationship Management

45. Social Relationship Management

46. FinalThoughts
• Influence is a verb, not a noun.
• Start with a focus on the customer’s decision
making process, not the influencer.
• Manage influence campaigns across the entire life
cycle, not just for acquisition.
• Measure influence marketing activity against
customer lifetime value.
• The value of a customer is not his/her contracts
but the sum of their relationships and the resulting
impact on the CLV.

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