What’s the ROI of an Influencer?

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Our SpeakersSam Fiorella is the co-author of Influence Marketing: How to Create, Manage, and Measure Brand Influencers, which was ranked in BookScan’s Top 100 Business books this year. Sam is also a Partner at Sensei Inc, a customer experience firm with offices in Toronto and New York City and a faculty member at Rutgers University Center for Management Development where he teaches advanced social media and content marketing programs. @SamFiorella

Tami Cannizzaro is a Global Director of Marketing at IBM where she is responsible for driving IBM’s Social Business initiative which helps companies to improve sales, marketing and workforce productivity by building social into the fabric of their organizations. Her stated mission is to help IBM become the number one Social Business in the world and to help clients become socially forward businesses. She writes a blog for marketers www.digitalageofmarketing.com. @TamiCann. 

Leslie Ament, Senior Vice President of Research is a Principal Analyst at Hypatia Research Group, a boutique industry analyst firm. Ament is a Customer Intelligence Management thought-leader and industry analyst who focuses on how organizations capture, manage, analyze and apply actionable customer insight to improve customer management techniques, reduce operating expenses and to accelerate corporate growth. A CRM practitioner, Ament has driven process requirements gathering & implementation for both on-premise & SaaS CRM systems. @Hypatia_LeslieA

Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. @PaulDunay

1. Raise Brand Awareness through original content• Editorial calendar• Tie into relevant market themes

2. Drive a Blog featuring Influencer Content• Build community of cross-functional

contributors• Build content syndication strategy (Outbrain,

Listly, Triberr, etc.)• Solicit 3rd-party content

3. Build a Passionate Influencer Community• Build virtual communities to share content• Leverage industry events (NRF, PivotCon,

Summits)• Social events offline & online

4. Build ways to provide Influencer recognition

5. Work with prestige partners & press placements (eg. HBR, HuffPo, MIT Sloan)

Building an Influencer Strategy

S O C I A L M E D I A T O D AY ( C ) 2 0 1 3

Identifying Your Influencers

Identification of industry influencers based on custom scoring and rankings systems, in order to identify the most impactful influencer to target for the brand or industry.

© 2012 IBM Corporation 15

The Influencer ModelBryan Kramer was a top influencer at the recent Smarter Commerce Global Summit in Nashville, conducting over 15 interviews with VIP social influencers on Smarter Commerce’s behalf and delivered a dynamic session on “Building your Social Body Language.”

Example:

Here’s a snapshot of how @BryanKramer’s content was spread over the course of May 17-May 24, 2013.

There were 1000 retweets of his posts that reached a potential 5 million Twitter users globally in just 8 days.

Influencer Outreach Campaign

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VIP outreach campaigns to invite key players to attend an event or try a product to increase buzz, share of voice, impressions, reach, sentiment and follower-base

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Social Command Centers and leaderboards at events

Planning and orchestration of social analytics displayed on the Social Command Center screens, and on-site management of Command Center at events

DON’T FOCUS ON INFLUENCERS

Influence Marketing

Influence Marketing

Influence Marketing

Join us on Thursday for…

11/14 Native Advertising: Latest Ad Fad, or the Future of Publishing?

http://socialmediatoday.com/native-advertising-webinar