Influence, Networking and Marketing

Bas van den Beld
A4U Expo 2013
@basvandenbeld - @stateofsearch - www.stateofsearch.com - www.basvandenbeld.com
Influence, Networking and
Marketing

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@basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013

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Sees your
update
Talks about
you
You responded
once
Conversation
What really is
interaction
What most think is interaction

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95% of our thoughts, emotions,
and learning occur without our
conscious awareness
(Source: Gerald Zaltman, Harvard Professor)
95% of our thoughts, emotions,
and learning occur without our
conscious awareness
(Source: Gerald Zaltman, Harvard Professor)

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We don't know our preferences
that well
We don't know our preferences
that well

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Based on 2 Types of Authority

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Word-of-mouth is responsible for
20%-50% of purchases
(Source: Keller Fay Group)
Word-of-mouth is responsible for
20%-50% of purchases

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Only 7% of word-of-mouth
marketing happens online, most
starts online though
Only 7% of word-of-mouth
marketing happens online, most
starts online though

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@basvandenbeld @stateofsearchBas van den Beld – A4U Expo Amsterdam - July 2013 @basvandenbeld @stateofsearchBas van den Beld – International Search Summit November 2012

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• 200 tweets about the diet
• 10.000 followers
• Over 400 responses on blogs
• Over 600 responses on forums
• Media coverage (print & TV)
• 521 books extra sold in one month

Now What?

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You need to understand your
target audience
You need to understand your
target audience

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There is no “average user”.
People approach the buying
process in different ways
There is no “average user”.
People approach the buying
process in different ways

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Think about why people are on
social media
Think about why people are on
social media

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Social Grooming: chit chat online is
similar to monkeys grooming
Social Grooming: chit chat online is
similar to monkeys grooming

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Be relevantBe relevant

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Make them talk offlineMake them talk offline

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Use the
data
Use the
data
Focus on
the User
Focus on
the User
Put
yourself in
their shoes
Put
yourself in
their shoes
Think about what makes them feel goodThink about what makes them feel good

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Put yourself in their shoesPut yourself in their shoes

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Use the dataUse the data

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Thank you
www.stateofsearch.com
www.basvandenbeld.com
twitter.com/basvandenbeld
twitter.com/stateofsearch
linkedin.com/basvandenbeld
bas@stateofsearch.com
Have Bas speak or train at your event or company or consult?
Get in touch!

Influence:
Overused, Misunderstood &
Complicated.
@Linkdex

Co-founder
VP Product / Marketing
Matt Roberts
matt.roberts@linkdex.com
@Linkdex

Ian Cowie
@Linkdex
Ian Cowie was named Consumer Affairs
Journalist of the Year in the London
Press Club Awards 2012. He has been
head of personal finance at Telegraph
Media Group since 2008, having been
personal finance editor since 1989.

Influence
@Linkdex
• The ability one is attributed to
change another’s opinion or
behavior.
• The changing of opinion or
behavior
Source
Result

Philip Sheldrake
@Linkdex
• “You have been
influenced when you think
something you otherwise
would not have thought or
do something you would
not have done”

The definitions of influence, key influencer
and influencee are important and
demonstrate the relationship between
individuals. However, a practitioner needs
tools to differentiate the qualities or
‘attributes’ of one influencer or cohort from
another.
@Linkdex
WOMMA

Measurement of potential to influence
requires a methodology for determining who
is influential in the network. While there are
no certainties, your objective is to determine
the key influencer or cohorts that will
maximize the influencer program outcomes
for your brand.
@Linkdex
Understanding Networks

Stable, Sustainable Advantage
@Linkdex

Contacts
@Linkdex
Finding and developing
relationships with influential
cohorts is the key to
influence in your market.

Influence Marketing Only
Part Of Digital marketing
@Linkdex

Allstate
620 keywords, 1 Geo Location
6.1%
$9m PM Eq. Media Value
6.1%
$9m PM Eq. Media Value
@Linkdex

10K Visits / $250K PM Eq. Media Value
@Linkdex

Technical Search
Allstate
30 Int. Links
Allstate
30 Int. Links
Progressive
1,358 Int.
Links
Progressive
1,358 Int.
Links
@Linkdex

Then Relationships, Links, & Shares
@Linkdex

Progressive Boat Content
357 Links
Low Social Share Counts
357 Links
Low Social Share Counts
@Linkdex

What Content Has Earned Links?
14 Links
Lots Of Social Share Counts
14 Links
Lots Of Social Share Counts
@Linkdex

@Linkdex
Marketing Of Content Ideas

Campaign 1:
Before Buying A Boat Checklist
Contributed by…
@Linkdex

Campaign 2:
Boat Name Generator
@Linkdex

Campaign 3:
Boat Insurance Survey
In Partnership with…
@Linkdex

Boating Cohort
8 Twitter ID’s = 250 Suggestions
@Linkdex

Network Influence
Buying A Boat Checklist AuthorBuying A Boat Checklist Author
@Linkdex

Being No.1 Is Not Enough
@Linkdex

Influence, Networking and Marketing

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Influence, Networking and Marketing