INFLUENCER MARKETING
Social Data Week 2013
#SDWK13 #MARKETWIRED
The Future: Influencer Marketing
THE NEW MARKET
ECONOMY
DISRUPTED
TRADITIONAL BUSINESS MODELS
The Future: Influencer Marketing
The Future: Influencer Marketing
SOCIAL, MOBILE, OPEN TECHNOLOGIES
The Future: Influencer Marketing
IMPACTING BUSINESS FROM...
The Future: Influencer Marketing
TO...
The Future: Influencer Marketing
The Future: Influencer Marketing
The Future: Influencer Marketing
The Future: Influencer Marketing
The Future: Influencer Marketing
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*
Momentof purchase
Initialconsideration set
Active evaluation
Loyalty loop
Postpurchase experience
Trigger
1
2
3
4
1. Customer’s consideration set2. Customers self-educate about choices, +/– brands
3. Decision rationale precedes purchase4. Buyer’s post-purchase experience reinforces advocacy (or not)
*McKinsey & Company
Momentof purchase
Initialconsideration 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
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 socialengagement is createdby 3% of brand fans
– SocialChorus 2013
The Future: Influencer Marketing
INFLUENCER
CUSTOMER INTIMACY
CUSTOMER
DIALOG
ENGAGEMENT
The Future: Influencer Marketing
TOP DOWN
TARGET SEGMENT
COMPANY
BROADCAST
REACH
FOCUS:
DATA:
MESSAGE:
METHOD:
METRIC: X
INFLUENCER MARKETING
The Future: Influencer Marketing
1. IDENTIFY INFLUENCERS2. OPTIMIZE / TAILOR CONTENT3. DELIVER ACTIONABLE INSIGHT4. CREATE A SHARED ICON
So what’s different?
1. IDENTIFY INFLUENCERS2. OPTIMIZE / TAILOR CONTENT3. DELIVER ACTIONABLE INSIGHT4. CREATE A SHARED ICON
The Future: Influencer Marketing
1. CULTIVATE CUSTOMER INTIMACY 2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’3. EMBRACE INFLUENCERS’ UNIQUENESS
The Future: Influencer Marketing
INFLUENCER TYPES
BROAD, SHALLOW NARROW, DEEP
The Future: Influencer Marketing
MORE THAN # FOLLOWERS!• ACTIVITY• INTERESTS• TONE• AFFILIATIONS
• REACH• RESONANCE• RELEVANCE• LOCATION
WHAT MAKES A VALUABLE INFLUENCER?
IT’S SO EASY A CAVEMAN CAN DO IT
The Future: Influencer Marketing
The Future: Influencer Marketing
The Future: Influencer Marketing
The Future: Influencer Marketing
Google Nexus Tablet
The Future: Influencer Marketing
Intel Ultrabook
A Laptop When You Need It, A Table When You Want It
The Future: Influencer Marketing
The Future: Influencer Marketing
The Future: Influencer Marketing
ARE YOU HEARING THE
SIGNALS?
The Future: Influencer Marketing
How will you respond...
TOMORROW?TODAY?
The Future: Influencer Marketing