Jim Delaney, Marketwired CEO, discussed How to Harness the Power of Influence at PRSA ICON in Philadelphia. Social media has changed the identity of an influencer. Therefore, identifying and messaging to influencers must also change. Jim discusses how to capture the interest of your audience and build meaningful and profitable relationships.

1. HARNESS
THE POWER OF INFLUENCE
PRSA 2013 International Conference
#PRSA
@ears_delaney
#Marketwired

2. THE NEW
MARKET
ECONOMY
Harness the Power of Influence

3. 90%
77%
of social engagement is
created by 3% of brand fans.
of consumers are more
likely to buy a product
– SocialChorus 2013
when it’s recommended
by an advocate.
– Nielsen 2013
Harness the Power of Influence

4. TRADITIONAL
BUSINESS
MODELS
DISRUPTED
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5. SOCIAL, MOBILE, OPEN
TECHNOLOGIES
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6. WHAT IS AN OPEN BUSINESS?
TRANSPARENCY
AUTHENTICITY
29%
PRINCIPLES
TRUST
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7. “Academics, technical experts
and ‘a person like yourself’ are
nearly twice as trusted as a chief
29% executive officer or government
official.”
– Edelman Trust Barometer 2013
Harness the Power of Influence

8. Harness the Power of Influence

9. 50%
29%
of marketing and PR professionals
will budget for influencer marketing
strategies.
– 2013 Influence Marketing Survey
ArCompany and Sensei Marketing
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10. THE AUTHORITY DECADES
Audience:
Us
Psyche:
Family
Needs:
Conforming
Messages:
Persuading
Share of Market =
Share of Voice
Harness the Power of Influence

11. THE ME DECADES
Audience:
Me
Psyche:
Me-cosystem
Needs:
Stimulating
Messages:
Engaging
Share of Market =
Share of
Connectivity
Harness the Power of Influence

12. THE TRIBAL DECADES
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13. THE TRIBAL DECADES
Audience:
We
Psyche:
Tribe
Needs:
Belonging
Messages:
Joining
Share of Market =
Share of Trust
Harness the Power of Influence

14. THE TRIBAL DECADES
Audience:
We
Psyche:
Tribe
Needs:
Belonging
Messages:
Joining
Share of Market =
Share of Trust
Harness the Power of Influence

15. THE TRIBAL DECADES
Audience:
We
Psyche:
Tribe
Needs:
Belonging
Messages:
Joining
Share of Market =
Share of Trust
Harness the Power of Influence

16. THE POWER OF SOCIAL MEDIA
INFLUENCE IS EMOTIONAL
“Marketing-induced consumer-to-consumer
word-of-mouth generates more than twice the
29%
sales of paid advertising.”
— McKinsey, 2010
Harness the Power of Influence

17. Harness the Power of Influence

18. SO WHAT MAKES EFFECTIVE INFLUENCE?
MORE THAN # FOLLOWERS!
•
REACH
•
ACTIVITY
•
RESONANCE
•
INTERESTS
•
RELEVANCE
•
TONE
•
LOCATION
•
AFFILIATIONS
Harness the Power of Influence

19. HOW WE MEASURE IMPACT
Harness the Power of Influence

20. THE DECISION JOURNEY
A c t i v e e va l u a t i o n
L oya lty lo o p
Initial
consideration set
Moment
of purchase
Trigger
Postpurc
h a s e ex p e r i e n c e
— McKinsey
Harness the Power of Influence

21. THE DECISION JOURNEY
A c t i v e e va l u a t i o n
WHAT STEPS ALREADY TAKEN?
L oya lty lo o p
WHERE IS INFORMATION CONSUMED?
Initial
considerationWHAT
set
Trigger
VOICES
Moment
VALUED? purchase
of
WHO TRUSTED?
ARE YOU DELIVERING THE RIGHT CONTEXT?
Post
ce
purchase experien
Harness the Power of Influence

22. 500 billion consumer-generated
impressions about products and
services in 2011.
— Forrester
29%
70% of online users have acted on
consumer opinion posted online.
— Nielsen
Offers through advocates
convert at 4x to 10x higher rate.
— Zuberance
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23. Harness the Power of Influence

24. Google Nexus Tablet
Harness the Power of Influence

25. A Laptop When You Need It,
A Tablet When You Want It
Intel Ultrabook
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26. Harness the Power of Influence

27. Harness the Power of Influence

28. Harness the Power of Influence

29. Harness the Power of Influence

30. Harness the Power of Influence

31. DOVE REAL BEAUTY
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32. DOVE REAL BEAUTY - EVOLUTION
2006
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33. DOVE REAL BEAUTY - SKETCHES
2013
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34. DOVE’S TRIBAL SUCCESS STORY
2013 Beauty Sketches became the
most viewed online video ever
163 million views globally
4.6 billion media impressions
3,707,407 YouTube shares
275,000 followers on Google+
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35. DOVE’S TRIBAL SUCCESS STORY
30x
$500M
earned media value
vs paid media
one year profit estimates
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36. Harness the Power of Influence

37. IMPACTING
BUSINESS
FROM...
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38. TO...
Harness the Power of Influence

39. TO...
Harness the Power of Influence

40. HARNESS THE POWER
1.
2.
3.
4.
5.
}
IDENTIFY TRIBES OF INFLUENCERS
OPTIMIZE / TAILOR CONTENT
DELIVER ACTIONABLE INSIGHT
REINFORCE A SHARED PURPOSE
MAXIMIZE CONTEXT AND RESONANCE
So what’s
different?
Harness the Power of Influence

41. 1. CULTIVATE CUSTOMER INTIMACY
2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’
3. INCREASE INFLUENCERS’ SOCIAL CAPITAL
Harness the Power of Influence

42. DO YOU
HEAR THAT
SOUND?
Harness the Power of Influence

43. Jim Delaney, President & CEO
jdelaney@marketwired.com
@ears_delaney
1.888.299.0338

44. DOVE REAL BEAUTY - 6 of 10 GIRLS
2012
Harness the Power of Influence