Marketwired - PRSA: Harness the Power of Influence

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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.

Marketing Business Technologie

HARNESS
THE POWER OF INFLUENCE
PRSA 2013 International Conference

#PRSA

@ears_delaney

#Marketwired

THE NEW
MARKET
ECONOMY
Harness the Power of Influence

TRADITIONAL
BUSINESS
MODELS

DISRUPTED
Harness the Power of Influence

SOCIAL, MOBILE, OPEN
TECHNOLOGIES

Harness the Power of Influence

WHAT IS AN OPEN BUSINESS?

TRANSPARENCY
AUTHENTICITY
29%
PRINCIPLES

TRUST

Harness the Power of Influence

“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

50%

29%
of marketing and PR professionals

will budget for influencer marketing
strategies.
– 2013 Influence Marketing Survey
ArCompany and Sensei Marketing

Harness the Power of Influence

THE AUTHORITY DECADES
Audience:
Us
Psyche:
Family
Needs:
Conforming
Messages:
Persuading
Share of Market =
Share of Voice

Harness the Power of Influence

THE ME DECADES
Audience:
Me
Psyche:
Me-cosystem
Needs:
Stimulating
Messages:
Engaging
Share of Market =
Share of
Connectivity

Harness the Power of Influence

THE TRIBAL DECADES

Harness the Power of Influence

THE TRIBAL DECADES
Audience:
We
Psyche:
Tribe
Needs:
Belonging
Messages:
Joining
Share of Market =
Share of Trust

Harness the Power of Influence

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

SO WHAT MAKES EFFECTIVE INFLUENCE?

MORE THAN # FOLLOWERS!
•

REACH

•

ACTIVITY

•

RESONANCE

•

INTERESTS

•

RELEVANCE

•

TONE

•

LOCATION

•

AFFILIATIONS

Harness the Power of Influence

HOW WE MEASURE IMPACT

Harness the Power of Influence

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

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

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

Harness the Power of Influence

Google Nexus Tablet

Harness the Power of Influence

A Laptop When You Need It,
A Tablet When You Want It
Intel Ultrabook

Harness the Power of Influence

DOVE REAL BEAUTY

Harness the Power of Influence

DOVE REAL BEAUTY - EVOLUTION

2006
Harness the Power of Influence

DOVE REAL BEAUTY - SKETCHES

2013
Harness the Power of Influence

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+
Harness the Power of Influence

DOVE’S TRIBAL SUCCESS STORY

30x
$500M

earned media value
vs paid media

one year profit estimates

Harness the Power of Influence

IMPACTING
BUSINESS
FROM...
Harness the Power of Influence

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

1. CULTIVATE CUSTOMER INTIMACY
2. FIND ADVOCATES NOT ‘TARGET AUDIENCE’
3. INCREASE INFLUENCERS’ SOCIAL CAPITAL

Harness the Power of Influence

DO YOU
HEAR THAT
SOUND?

Harness the Power of Influence

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

DOVE REAL BEAUTY - 6 of 10 GIRLS

2012
Harness the Power of Influence

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Marketwired - PRSA: Harness the Power of Influence

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 Harness the Power of Influence

5. SOCIAL, MOBILE, OPEN TECHNOLOGIES Harness the Power of Influence

6. WHAT IS AN OPEN BUSINESS? TRANSPARENCY AUTHENTICITY 29% PRINCIPLES TRUST Harness the Power of Influence

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 Harness the Power of Influence

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 Harness the Power of Influence

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 Harness the Power of Influence

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 Harness the Power of Influence

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 Harness the Power of Influence

32. DOVE REAL BEAUTY - EVOLUTION 2006 Harness the Power of Influence

33. DOVE REAL BEAUTY - SKETCHES 2013 Harness the Power of Influence

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+ Harness the Power of Influence

35. DOVE’S TRIBAL SUCCESS STORY 30x $500M earned media value vs paid media one year profit estimates Harness the Power of Influence

36. Harness the Power of Influence

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

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

Marketwired - PRSA: Harness the Power of Influence

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