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INFLUENCER MARKETING
Social Data Week 2013
#SDWK13 #MARKETWIRED
Tuesday, September 24, 13
The Future: Influencer Marketing
THE NEW
MARKET
ECONOMY
Tuesday, September 24, 13
TRADITIONAL
BUSINESS
MODELS
The Future: Influencer Marketing
Tuesday, September 24, 13
DISRUPTED
TRADITIONAL
BUSINESS
MODELS
The Future: Influencer Marketing
Tuesday, September 24, 13
The Future: Influencer Marketing
Tuesday, September 24, 13
The Future: Influencer Marketing
SOCIAL, MOBILE, OPEN
TECHNOLOGIES
Tuesday, September 24, 13
The Future: Influencer Marketing
IMPACTING
BUSINESS
FROM...
Tuesday, September 24, 13
The Future: Influencer Marketing
TO...
Tuesday, September 24, 13
The Future: Influencer Marketing
Tuesday, September 24, 13
The Future: Influencer Marketing
Tuesday, September 24, 13
The Future: Influencer Marketing
Tuesday, September 24, 13
The Future: Influencer Marketing
Tuesday, September 24, 13
The Future: Influencer Marketing
Tuesday, September 24, 13
YESTERDAY’S BUYING PROCESS
The Future: Influencer Marketing
ACTION
AWARENESS
INTEREST
DESIRE
Tuesday, September 24, 13
YESTERDAY’S BUYING PROCESS
The Future: Influencer Marketing
By the way,
created in:
1898
ACTION
AWARENESS
INTEREST
DESIRE
...
The Future: Influencer Marketing
TODAY’S PURCHASE JOURNEY*
Moment
of purchase
Initial
consideration set
Active evaluation
...
Moment
of purchase
Initial
consideration set
Active evaluation
Loyalty loop
Postpurchase experience
Trigger
1
2
3
4
The Fu...
The Future: Influencer Marketing
77%of consumers are
more likely to buy a product
when it’s recommended by
an advocate.
– ...
The Future: Influencer Marketing
Tuesday, September 24, 13
The Future: Influencer Marketing
Tuesday, September 24, 13
The Future: Influencer Marketing
TOP DOWN
TARGET SEGMENT
COMPANY
BROADCAST
REACH
FOCUS:
DATA:
MESSAGE:
METHOD:
METRIC:
Tue...
INFLUENCER
CUSTOMER INTIMACY
CUSTOMER
DIALOG
ENGAGEMENT
The Future: Influencer Marketing
TOP DOWN
TARGET SEGMENT
COMPANY
B...
INFLUENCER
MARKETING
The Future: Influencer Marketing
1. IDENTIFY INFLUENCERS
2. OPTIMIZE / TAILOR CONTENT
3. DELIVER ACTI...
INFLUENCER
MARKETING
The Future: Influencer Marketing
1. IDENTIFY INFLUENCERS
2. OPTIMIZE / TAILOR CONTENT
3. DELIVER ACTI...
The Future: Influencer Marketing
1. CULTIVATE CUSTOMER INTIMACY
2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’
3. EMBRACE INFLUEN...
The Future: Influencer Marketing
INFLUENCER TYPES
BROAD, SHALLOW
Tuesday, September 24, 13
The Future: Influencer Marketing
INFLUENCER TYPES
BROAD, SHALLOW NARROW, DEEP
Tuesday, September 24, 13
The Future: Influencer Marketing
WHAT MAKES A VALUABLE INFLUENCER?
Tuesday, September 24, 13
The Future: Influencer Marketing
MORE THAN # FOLLOWERS!
• ACTIVITY
• INTERESTS
• TONE
• AFFILIATIONS
• REACH
• RESONANCE
•...
IT’S SO EASY
A CAVEMAN CAN DO IT
The Future: Influencer Marketing
Tuesday, September 24, 13
The Future: Influencer Marketing
Tuesday, September 24, 13
The Future: Influencer Marketing
Tuesday, September 24, 13
The Future: Influencer Marketing
Google Nexus Tablet
Tuesday, September 24, 13
The Future: Influencer Marketing
Intel Ultrabook
A Laptop When You Need It,
A Table When You Want It
Tuesday, September 24...
The Future: Influencer Marketing
Tuesday, September 24, 13
The Future: Influencer Marketing
Tuesday, September 24, 13
The Future: Influencer Marketing
Tuesday, September 24, 13
ARE YOU
HEARING THE
SIGNALS?
The Future: Influencer Marketing
Tuesday, September 24, 13
How will you respond...
TODAY?
The Future: Influencer Marketing
Tuesday, September 24, 13
How will you respond...
TOMORROW?
The Future: Influencer Marketing
Tuesday, September 24, 13
Jim Delaney, President & CEO
jdelaney@marketwired.com
@ears_delaney
1.888.299.0338
Tuesday, September 24, 13
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Social Data Week NY: Influencer Marketing: Cutting Through the Noise - Jim Delaney, CEO, Marketwired

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Presentation by Marketwired CEO Jim Delaney for Social Data Week New York.

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Social Data Week NY: Influencer Marketing: Cutting Through the Noise - Jim Delaney, CEO, Marketwired

  1. 1. INFLUENCER MARKETING Social Data Week 2013 #SDWK13 #MARKETWIRED Tuesday, September 24, 13
  2. 2. The Future: Influencer Marketing THE NEW MARKET ECONOMY Tuesday, September 24, 13
  3. 3. TRADITIONAL BUSINESS MODELS The Future: Influencer Marketing Tuesday, September 24, 13
  4. 4. DISRUPTED TRADITIONAL BUSINESS MODELS The Future: Influencer Marketing Tuesday, September 24, 13
  5. 5. The Future: Influencer Marketing Tuesday, September 24, 13
  6. 6. The Future: Influencer Marketing SOCIAL, MOBILE, OPEN TECHNOLOGIES Tuesday, September 24, 13
  7. 7. The Future: Influencer Marketing IMPACTING BUSINESS FROM... Tuesday, September 24, 13
  8. 8. The Future: Influencer Marketing TO... Tuesday, September 24, 13
  9. 9. The Future: Influencer Marketing Tuesday, September 24, 13
  10. 10. The Future: Influencer Marketing Tuesday, September 24, 13
  11. 11. The Future: Influencer Marketing Tuesday, September 24, 13
  12. 12. The Future: Influencer Marketing Tuesday, September 24, 13
  13. 13. The Future: Influencer Marketing Tuesday, September 24, 13
  14. 14. YESTERDAY’S BUYING PROCESS The Future: Influencer Marketing ACTION AWARENESS INTEREST DESIRE Tuesday, September 24, 13
  15. 15. YESTERDAY’S BUYING PROCESS The Future: Influencer Marketing By the way, created in: 1898 ACTION AWARENESS INTEREST DESIRE Tuesday, September 24, 13
  16. 16. The Future: Influencer Marketing TODAY’S PURCHASE JOURNEY* Moment of purchase Initial consideration set Active evaluation Loyalty loop Postpurchase experience Trigger 1 2 3 4 1. Customer’s consideration set 2. Customers self-educate about choices, +/– brands 3. Decision rationale precedes purchase 4. Buyer’s post-purchase experience reinforces advocacy (or not) *McKinsey & Company Tuesday, September 24, 13
  17. 17. Moment of purchase Initial consideration set Active evaluation Loyalty loop Postpurchase experience Trigger 1 2 3 4 The Future: Influencer Marketing WHAT STEPS ALREADY TAKEN? WHERE INFORMATION CONSUMED? WHAT VOICES VALUED? WHO TRUSTED? TOMORROW’S PURCHASE JOURNEY Tuesday, September 24, 13
  18. 18. The Future: Influencer Marketing 77%of consumers are more likely to buy a product when it’s recommended by an advocate. – Nielsen 2013 90%of social engagement is created by 3% of brand fans – SocialChorus 2013 Tuesday, September 24, 13
  19. 19. The Future: Influencer Marketing Tuesday, September 24, 13
  20. 20. The Future: Influencer Marketing Tuesday, September 24, 13
  21. 21. The Future: Influencer Marketing TOP DOWN TARGET SEGMENT COMPANY BROADCAST REACH FOCUS: DATA: MESSAGE: METHOD: METRIC: Tuesday, September 24, 13
  22. 22. INFLUENCER CUSTOMER INTIMACY CUSTOMER DIALOG ENGAGEMENT The Future: Influencer Marketing TOP DOWN TARGET SEGMENT COMPANY BROADCAST REACH FOCUS: DATA: MESSAGE: METHOD: METRIC: X Tuesday, September 24, 13
  23. 23. INFLUENCER MARKETING The Future: Influencer Marketing 1. IDENTIFY INFLUENCERS 2. OPTIMIZE / TAILOR CONTENT 3. DELIVER ACTIONABLE INSIGHT 4. CREATE A SHARED ICON Tuesday, September 24, 13
  24. 24. INFLUENCER MARKETING The Future: Influencer Marketing 1. IDENTIFY INFLUENCERS 2. OPTIMIZE / TAILOR CONTENT 3. DELIVER ACTIONABLE INSIGHT 4. CREATE A SHARED ICON So what’s different? 1. IDENTIFY INFLUENCERS 2. OPTIMIZE / TAILOR CONTENT 3. DELIVER ACTIONABLE INSIGHT 4. CREATE A SHARED ICON Tuesday, September 24, 13
  25. 25. The Future: Influencer Marketing 1. CULTIVATE CUSTOMER INTIMACY 2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’ 3. EMBRACE INFLUENCERS’ UNIQUENESS Tuesday, September 24, 13
  26. 26. The Future: Influencer Marketing INFLUENCER TYPES BROAD, SHALLOW Tuesday, September 24, 13
  27. 27. The Future: Influencer Marketing INFLUENCER TYPES BROAD, SHALLOW NARROW, DEEP Tuesday, September 24, 13
  28. 28. The Future: Influencer Marketing WHAT MAKES A VALUABLE INFLUENCER? Tuesday, September 24, 13
  29. 29. The Future: Influencer Marketing MORE THAN # FOLLOWERS! • ACTIVITY • INTERESTS • TONE • AFFILIATIONS • REACH • RESONANCE • RELEVANCE • LOCATION WHAT MAKES A VALUABLE INFLUENCER? Tuesday, September 24, 13
  30. 30. IT’S SO EASY A CAVEMAN CAN DO IT The Future: Influencer Marketing Tuesday, September 24, 13
  31. 31. The Future: Influencer Marketing Tuesday, September 24, 13
  32. 32. The Future: Influencer Marketing Tuesday, September 24, 13
  33. 33. The Future: Influencer Marketing Google Nexus Tablet Tuesday, September 24, 13
  34. 34. The Future: Influencer Marketing Intel Ultrabook A Laptop When You Need It, A Table When You Want It Tuesday, September 24, 13
  35. 35. The Future: Influencer Marketing Tuesday, September 24, 13
  36. 36. The Future: Influencer Marketing Tuesday, September 24, 13
  37. 37. The Future: Influencer Marketing Tuesday, September 24, 13
  38. 38. ARE YOU HEARING THE SIGNALS? The Future: Influencer Marketing Tuesday, September 24, 13
  39. 39. How will you respond... TODAY? The Future: Influencer Marketing Tuesday, September 24, 13
  40. 40. How will you respond... TOMORROW? The Future: Influencer Marketing Tuesday, September 24, 13
  41. 41. Jim Delaney, President & CEO jdelaney@marketwired.com @ears_delaney 1.888.299.0338 Tuesday, September 24, 13

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