Presentation made to 3M Frontline sales conference in Chicago.
Summary: Reverse engineering influence marketing strategies for improved social selling and measurement; social relationship management practices.
2. Partner, Sensei Inc.
Author, Influence Marketing
Professor, Rutgers University
Seneca College
Writer, Huffington Post
Social Media Today
Top 50 Marketing Strategist
Social Technology Review
SAM FIORELLA
@samfiorella
46. FinalThoughts
• Influence is a verb, not a noun.
• Start with a focus on the customer’s decision
making process, not the influencer.
• Manage influence campaigns across the entire life
cycle, not just for acquisition.
• Measure influence marketing activity against
customer lifetime value.
• The value of a customer is not his/her contracts
but the sum of their relationships and the resulting
impact on the CLV.