During a three week period starting February 1st, 2013, ArCompany and Sensei Marketing conducted a global survey on the topic of influence marketing. Marketing and public relation professionals that manage both business-to-business and business-to-consumer campaigns were invited to participate. Over 1300 professionals responded representing North America, South America, Europe, Asia, Africa and Australia. The full results, shared here, include the following highlights: - Where social scoring stands today - How social influence and influence marketing are viewed - How budgets are being increasingly allocated to the space - Why it's not just B2C thats using influence marketing - The preferred platforms of choice And much more. I hope you enjoy, and please feel free to share your thoughts either on here, or across the social web using the #influencemktg hashtag. Thank you.

1. INFLUENCE MARKETING
Marketer Survey
Spring 2013
#InfluenceMktg
Sponsored by:
Copyright @ 2013 Sensei Marketing Inc. & ArCompany Inc. All rights reserved.

2. Understanding Influence Marketing
The practice of influence marketing, formalized by Daniel Edelman in the late 1960′s with celebrity
endorsements, is enjoying a renaissance in the social media era. As more and more consumers migrate to
online communications, the concept of influence has been democratized. Increasingly, consumers are
making decisions based on the attitudes and recommendations expressed by the public via online channels
(instead of celebrity endorsements) with whom they now have immediate and around-the-clock access to.
Businesses are now competing with – and often losing to – “the wisdom of crowds” in the branding battle.
Therein lays the opportunity that has spurred on the growth of modern influence marketing: identifying
online individuals who sway consumer opinion on specific topics and within specific communities.
A slew of social scoring platforms have emerged with claims that they can identify who influences who
online while providing various tools and scoring systems to rank those who are influential and those who
are not on a variety of topics. However, as with most early adopters, their efforts have been widely
criticized. Some say they’re just misunderstood and that the technology is just too new. Either way, there’s
one certainty: Marketers and public relations professionals are taking notice.
We surveyed marketing professionals around the world in our ongoing effort to better understand this
growing industry and where businesses stand on the issue. Can social influence truly be measured? Is
anyone using them? What’s the future of influence marketing?
We hope you’ll find the results insightful. Feel free to share the results with your colleagues using the
hashtag #InfluenceMktg and let us know your thoughts!
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.

3. More than 50% will be allocating budgets for “influence marketing” strategies, but
more than 60% reported no budgets will be allocated for “social influence scoring
platforms.”
79% of respondents have used social scoring platforms; 55% state social scoring
platforms are ineffective at identifying influencers
94% of the marketers surveyed don’t fully trust the metrics of social influence
scoring platforms
Key Insights
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
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3
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68% see Influence marketing as a lead generation and
customer acquisition practice, not a branding exercise.
Marketers and PR professionals see a clear difference between the practice of
influence marketing and social influence scoring platforms.
5
6
1
674% reported that they will deploy “influence marketing strategies” as part of
their marketing mix in the next 12 months.

4. On Defining “Social Influence”
Which statement more closely answers what social media influence is?
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.

5. On Defining “Social Influence”
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Where do you see influence marketing fitting within your organization?

6. On Defining “Social Influence”
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Have you adopted social influence campaigns in the past?

7. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Have you used a social scoring platform before?

8. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Do you find them useful as a filtering tool to select the influencers you
want to work with?

9. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Do you use influence scores as part of your marketing strategy?

10. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Do you trust social influence scores provided by social influence platforms?

11. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Rate your favourite influence platforms from 1-10 in terms of their perceived
usefulness to you as a marketer.
Scale of 1 – 1o, where 10 is highest rating.
Klout.com

12. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Rate your favourite influence platforms from 1-10 in terms of their perceived
usefulness to you as a marketer.
Scale of 1 – 1o, where 10 is highest rating.
Kred.com

13. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Rate your favourite influence platforms from 1-10 in terms of their perceived
usefulness to you as a marketer.
Scale of 1 – 1o, where 10 is highest rating.
PeerIndex.com

14. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Rate your favourite influence platforms from 1-10 in terms of their perceived
usefulness to you as a marketer.
Scale of 1 – 1o, where 10 is highest rating.
Traackr.com

15. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Rate your favourite influence platforms from 1-10 in terms of their perceived
usefulness to you as a marketer.
Scale of 1 – 1o, where 10 is highest rating.
EmpireAvenue.com

16. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Rate your favourite influence platforms from 1-10 in terms of their perceived
usefulness to you as a marketer.
Scale of 1 – 1o, where 10 is highest rating.
Appinions.com

17. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | Arcompany Inc. All rights reserved.
Rate your favourite influence platforms from 1-10 in terms of their perceived
usefulness to you as a marketer.
Scale of 1 – 1o, where 10 is highest rating.
TweetLevel.com

18. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Rate your favourite influence platforms from 1-10 in terms of their perceived
usefulness to you as a marketer.
Scale of 1 – 1o, where 10 is highest rating.
Swaylo.com

19. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Rate your favourite influence platforms from 1-10 in terms of their perceived
usefulness to you as a marketer.
Scale of 1 – 1o, where 10 is highest rating.
Crowdtap.com

20. On “Social Scoring” Platforms
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Rate your favourite influence platforms from 1-10 in terms of their perceived
usefulness to you as a marketer.
Scale of 1 – 1o, where 10 is highest rating.
Technorati.com

21. On Influence Marketing Allocation
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
What percentage of your marketing budgets will be allocated to social media
influence in the next 12 months?

22. On Influence Marketing Allocation
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
What is the likelihood you'll be creating a social influence marketing
campaign in the next 12 months?

23. On Influence Marketing Allocation
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
What is the likelihood you'll be using a social scoring platform in the next 12
months?

24. Respondent Demographics
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Are you a:

25. Respondent Demographics
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Do you work for:

26. Respondent Demographics
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Are you focused on:

27. Respondent Demographics
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Are you business located:

28. Respondent Demographics
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What markets do you serve?

29. Influence Marketing – The Book
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
Today, you face a brutally tough, maddeningly elusive new competitor: the “wisdom of crowds.”
Social media gives consumers 24x7 access to the attitudes and recommendations of their most
engaged peers. These are the views that shape buying decisions. These are the views you must
shape and use.
Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media
Marketing won’t just help you identify and enlist key influencers: it will help you manage the
influence paths that lead prospects to buy. Danny Brown and Sam Fiorella share empirical
examples of hard-won lessons from pioneering influence marketers, showing how to move
beyond simple brand awareness to bottom-line results. They integrate new tools and techniques
into a complete methodology for generating more and better leads— and converting them faster,
at higher margins.
• Put the customer—not the influencer—at the center, and plan influence marketing accordingly
• Recognize where each prospect stands in the purchase life cycle right now
• Clarify how your consumers move from brand preference to purchase
• Identify key micro-influencers who impact decisions at every stage
• Gain indispensable insights into the context of online relationships
• Reshape situational factors that derail social media brand recommendations
• Understand social influence scoring models and overcome their limitations
• Predict and reengineer influence paths to generate measurable action
• Master the“4 Ms” of influence marketing: make, manage, monitor, measure
• Transform influence marketing from a “nice-to-have” exercise into a powerful strategy
Book Authors:
Danny Brown & Sam Fiorella
Copyright:
© 2013 by Que Publishing
ISBN-13: 978-0-7897-5104-1
ISBN-10: 0-7897-5104-6
www.influencemarketingbook.com

30. Report Information
Copyright @ 2013 Sensei Marketing Inc. | ArCompany Inc. All rights reserved.
This survey, sponsored by Sensei Marketing Inc. (www.senseimarketing.com) and ArCompany Inc.
(www.thearcompany.com), was conducted online during a three week period starting February 1st,
2013. Marketing and public relation professionals that manage both business-to-business and
business-to-consumer campaigns were invited to participate. Over 1300 professionals responded
representing North America, South America, Europe, Asia, Africa and Australia.
Results were published on April 1st, 2013.
Don Whitbeck, CEO
Sensei Marketing Inc.
(416)-484-1400
Hessie Jones, CEO
ArCompany Inc.
(647) 999-2348
For more information or comment, please contact: