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Social Selling:
Who’s Influencing Who?
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
Why Influence Marketing?
BRANDS
Why Influence Marketing?
BRANDS
Why Influence Marketing?
BRANDS
Why Influence Marketing?
BRANDS
SOWHAT’STHE SOLUTION?
Social sales influencemktg_samfiorella_april2014
Social Influence Scores
Is Social Amplification “Influence”?
What Is Influence?
…IS EMBLEMATIC OF CURRENT
SOCIAL SELLING PARADIGMS.
THE PROBLEMWITH SOCIAL
SCORING…
Understanding Real Influence
Brand
Understanding Real Influence
Brand
Social Graph
Understanding Real Influence
Influencer
Understanding Real Influence
Influencer
Influencer’s Social Graph
Understanding Real Influence
Seeding Broadcasting
Understanding Real Influence
10% Customers
in the buying
cycle
Understanding Real Influence
20% Customers
not in the buying
cycle
Who Is Influential?
30% Existing
customers
Who Is Influential?
40% fake or
ineligible
customers
Understanding Real Influence
High Effort/Cost
Low Return
Understanding Real Influence
1%
9%
90%
10%
20%
70%
90-9-1 RULE
2006
70-20-10 RULE
2014
Social sales influencemktg_samfiorella_april2014
2x
Friends with iPhones Likely iPhone Ownership
Telenor Commissioned Study
2x
14x
Friends with iPhones Likely iPhone Ownership
Telenor Commissioned Study
The Power of Dyadic Relationships
The bigger our communities grow,
the more powerful one-to-one
communications become for sales
success.
Reverse Engineer Social Influence
Who is the “influencer’s” audience?
Unclassified
“Followers”
Reverse Engineer Social Influence
Forget the influencer, focus on the customer.
Reverse Engineer Social Influence
Family
Co-workers
Parishioners
Media
Friends
“Followers” turn into “Relationships”
Reverse Engineer Social Influence
MOBILE
Analyze community with NLP
Reverse Engineer Social Influence
MOBILE
FEATURES
CONTRACT
Analyze community with NLP
Reverse Engineer Social Influence
MOBILE
Samsung
FEATURES
iPhone
PRICE
PLAN
CONTRACT
AT&TVerison
Analyze community with NLP
Reverse Engineer Social Influence
MOBILE
Samsung
FEATURES
iPhone
PRICE
PLAN
CONTRACT
Verison AT&T
Overlay sentiment & applicable filters
Reverse Engineer Social Influence
MOBILE
Samsung
FEATURES
iPhone
PRICE
PLAN
CONTRACT
Verison AT&T
“Geofence” the customer’s social graph
Reverse Engineer Social Influence
“Geofence” the customer’s social graph
Reverse Engineer Social Influence
Identify “Micro-Influencers” by opportunity/lifecycle
Reverse Engineer Social Influence
Surf The Influence Path
“Macro
Influencers”
Action:
Awareness
Nurturing
Conversion
Loyalty
Advocacy
Influence &The Customer Lifecycle
INFLUENCE BASED SALES
SMD204WEEK 3
Social Relationship Management
Social Relationship Management
Social Relationship Management
Social Relationship Management
Social Relationship Management
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.
ThankYou
Sam Fiorella
Twitter: @samfiorella
Blog: senseimarketing.com
Site: samfiorella.com
Get your copy today.
Available at Amazon | Barnes & Noble

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Social sales influencemktg_samfiorella_april2014