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

1. INFLUENCER MARKETING
Social Data Week 2013
#SDWK13 #MARKETWIRED
Tuesday, September 24, 13

2. The Future: Influencer Marketing
THE NEW
MARKET
ECONOMY
Tuesday, September 24, 13

3. TRADITIONAL
BUSINESS
MODELS
The Future: Influencer Marketing
Tuesday, September 24, 13

4. DISRUPTED
TRADITIONAL
BUSINESS
MODELS
The Future: Influencer Marketing
Tuesday, September 24, 13

5. The Future: Influencer Marketing
Tuesday, September 24, 13

6. The Future: Influencer Marketing
SOCIAL, MOBILE, OPEN
TECHNOLOGIES
Tuesday, September 24, 13

7. The Future: Influencer Marketing
IMPACTING
BUSINESS
FROM...
Tuesday, September 24, 13

8. The Future: Influencer Marketing
TO...
Tuesday, September 24, 13

9. The Future: Influencer Marketing
Tuesday, September 24, 13

10. The Future: Influencer Marketing
Tuesday, September 24, 13

11. The Future: Influencer Marketing
Tuesday, September 24, 13

12. The Future: Influencer Marketing
Tuesday, September 24, 13

13. The Future: Influencer Marketing
Tuesday, September 24, 13

14. YESTERDAY’S BUYING PROCESS
The Future: Influencer Marketing
ACTION
AWARENESS
INTEREST
DESIRE
Tuesday, September 24, 13

15. YESTERDAY’S BUYING PROCESS
The Future: Influencer Marketing
By the way,
created in:
1898
ACTION
AWARENESS
INTEREST
DESIRE
Tuesday, September 24, 13

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. 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. 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. The Future: Influencer Marketing
Tuesday, September 24, 13

20. The Future: Influencer Marketing
Tuesday, September 24, 13

21. The Future: Influencer Marketing
TOP DOWN
TARGET SEGMENT
COMPANY
BROADCAST
REACH
FOCUS:
DATA:
MESSAGE:
METHOD:
METRIC:
Tuesday, September 24, 13

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. 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. 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. The Future: Influencer Marketing
1. CULTIVATE CUSTOMER INTIMACY
2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’
3. EMBRACE INFLUENCERS’ UNIQUENESS
Tuesday, September 24, 13

26. The Future: Influencer Marketing
INFLUENCER TYPES
BROAD, SHALLOW
Tuesday, September 24, 13

27. The Future: Influencer Marketing
INFLUENCER TYPES
BROAD, SHALLOW NARROW, DEEP
Tuesday, September 24, 13

28. The Future: Influencer Marketing
WHAT MAKES A VALUABLE INFLUENCER?
Tuesday, September 24, 13

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. IT’S SO EASY
A CAVEMAN CAN DO IT
The Future: Influencer Marketing
Tuesday, September 24, 13

31. The Future: Influencer Marketing
Tuesday, September 24, 13

32. The Future: Influencer Marketing
Tuesday, September 24, 13

33. The Future: Influencer Marketing
Google Nexus Tablet
Tuesday, September 24, 13

34. The Future: Influencer Marketing
Intel Ultrabook
A Laptop When You Need It,
A Table When You Want It
Tuesday, September 24, 13

35. The Future: Influencer Marketing
Tuesday, September 24, 13

36. The Future: Influencer Marketing
Tuesday, September 24, 13

37. The Future: Influencer Marketing
Tuesday, September 24, 13

38. ARE YOU
HEARING THE
SIGNALS?
The Future: Influencer Marketing
Tuesday, September 24, 13

39. How will you respond...
TODAY?
The Future: Influencer Marketing
Tuesday, September 24, 13

40. How will you respond...
TOMORROW?
The Future: Influencer Marketing
Tuesday, September 24, 13

41. Jim Delaney, President & CEO
jdelaney@marketwired.com
@ears_delaney
1.888.299.0338
Tuesday, September 24, 13