Sam Fiorella discusses how to create, manage, and measure brand influencers in Social Media Marketing.

1. Social Selling:
Who’s Influencing Who?

2. Partner, Sensei Inc.
CMO, Thirty750s
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
10% Customers
in the buying
cycle

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

19. Who Is Influential?
30% Existing
customers

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

21. Understanding Real Influence
High Effort/Cost
Low Return

23. 2x
Friends with iPhones Likely iPhone Ownership
Telenor Commissioned Study

24. 2x
14x
Friends with iPhones Likely iPhone Ownership
Telenor Commissioned Study

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

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

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

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

29. Reverse Engineer Social Influence
MOBILE
Analyze community with NLP

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

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

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

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

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

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

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

37. Influence &The Customer Lifecycle

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