What Defines True Online Influence - And How Should You Wield It?


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What Defines True Online Influence - And How Should You Wield It?

  1. 1. Brought to you byWhat Defines True Online Influence- And How Should You Wield It?
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  4. 4. Our Speakers#smtliveMark Hatch is CEO of mBLAST, the leading provider of web presence analytics. He has more thantwenty years of experience in software engineering and high-tech management at industry leadersand startups. Prior to mBLAST, he led software teams in developing the on-line storage servicesspace at Carbonite and Intronis. At ICC and OneCore Financial, he contributed to the developmentof Internet banking, brokerage, and customer service applications for the Financial ServicesIndustry. @markbhatchEkaterina Walter is a social media strategist and innovator at Intel. She is an author of the WallStreet Journal bestseller “Think Like Zuck: The Five Business Secrets of Facebook’s ImprobablyBrilliant CEO Mark Zuckerberg”. A recognized business and marketing thought leader, she is asought-after speaker and a regular contributor to leading-edge print and online publications. In2012 she was named among 25 Women Who Rock Social Media. @EkaterinaNick Hayes is a marketing pioneer having previously founded and run successful marketingservices firms for fifteen years, including an award-winning international technology PR agency &network for tech clients including IBM, HP, Adobe, Sun and BT. He founded Influencer50 in 2003and since 2005 has run its US operation from San Francisco. He began his career at the Europeanheadquarters of EDS (now part of HP). Nick lives in the Bay Area. @Influencer50Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success ingenerating demand and creating buzz for leading technology, consumer products, financialservices and professional services organizations. Paul is the Global Vice President of Marketingfor Maxymiser, a leader in web optimization and analytics, and author of five “Dummies”books. @PaulDunay
  5. 5. @markbhatch6How did we get here?20082011TodayInfluencer•Scoring•Popularity•Listening•Filtering•Scoring•Analytics•Context•Insight•Engagement
  6. 6. @markbhatch7Measuring impact
  7. 7. Low-risk consumer‘Time’ purchaseie. choice of theatermovie or Amazonbook purchaseUnderstandingInfluencersFor purchase decisions, Social is relatively stronger for low-risk decisions.Offline influence remains overwhelmingly critical for high-risk decisions.How Offline, Online & Social Influence Co-Exist‘Overcomeable’-riskpurchaseie. $200-$400‘Best Buy’-typepurchaseHigh-risk B2Bpurchaseie. strategic B2Bpurchase, typicallyhigh valueOfflineOnlineSocialSource: Influencer50 own research, 2011-2012.US-only, 1148 respondents
  8. 8. Low-riskopinion formationie. views on TVshows, celebrities,etc.UnderstandingInfluencersFor opinion formation, Social is similarly stronger for low-risk, frequently changing opinions.Offline influence remains overwhelmingly critical for high-risk, personally important opinions.How Offline, Online & Social Influence Co-ExistMid-riskopinion formationie. views on nationalpoliticsHigh-riskopinion formationie. medical choices,job appointments,etc.OfflineOnlineSocialSource: Influencer50 own research, 2011-2012.US-only, 1148 respondents
  9. 9. Join us next week…#smtliveWhat Is a Social Media Expert?Professional Development in an Evolving Fieldhttp://socialmediatoday.com/social-professional-development-webinar28
  10. 10. Liked our webinar? Join us IN PERSONWere super excited about our first-ever conference, The SocialShake-Up...and thats due in no small part to the fact that we cantwait to meet our SMT community (thats you!) face to face. Join usin Atlanta as we bring together major thought leaders, many of ourbloggers, and community members to find out what they are doingand how it can impact your business.http://socialmediatoday.com/event#socialshakeup