Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing

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Overview

Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition!

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 won’t just help you identify and enlist key influencers: it will help you ...

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Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing

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Overview

Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition!

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 won’t just help you identify and enlist key influencers: it will help you manage the influence paths that lead consumers to buy. By sharing empirical evidence of hard-won lessons from pioneering influence marketers, Danny Brown and Sam Fiorella provide a blueprint that moves influence marketing beyond simple brand awareness and into sales acquisition and customer life time value measurement. 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

• Recognize situational factors that derail social media brand recommendations

• Understand social influence scoring models and overcome their limitations

• Re-engineer and predict 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

Additional online resources can be found at www.influencemarketingbook.com

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Product Details

  • ISBN-13: 9780789751041
  • Publisher: Que
  • Publication date: 5/14/2013
  • Series: Que Biz-Tech Series
  • Edition number: 1
  • Pages: 227
  • Sales rank: 1,388,208
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.70 (d)

Meet the Author

Danny Brown is Chief Technologist at ArCompany, a business intelligence consultancy helping organizations adapt to the changing communications landscape, allowing for more meaningful dialogue with customers and stakeholders. He is a multiple award-winning marketer, who has worked with leading consumer, technology, and digital companies including IBM, LG, FedEx, Ford Canada, Microsoft Canada, Scotiabank, Vodafone, Dell, BT, Orange, and BlackBerry. He has spoken at TEDx as well as numerous business conferences, and his blog is recognized as the #1 marketing blog in the world by HubSpot.

Sam Fiorella is Partner at Sensei Marketing, a customer experience consultancy based in Toronto and New York. Over the past 20 years, Sam has developed the strategy and led the execution on over 1800 Web projects for clients and marketing agencies around the world including Morgan Stanley, AOL, Snyder’s of Hanover, Deutsche Bank, Hyatt Gaming Management, and Intrawest Resorts. These experiences—and the proven results—have made Sam a highly sought-after strategist and public speaker on the importance of customer experience and measurement in social media marketing.

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Table of Contents

1 Logic and Reason (or How We Learned to Love Influence Marketing) 1

Introducing MV-1 Canada 3

Driving the Mission 5

The 90-9-1 Rule 7

A (Not So) Surprising Discovery 11

Focusing on the Customer, Not the Influencer 13

Winning Strategy: Charting Influence Paths 17

Thinking Forward 19

Endnotes 20

2 Influence and the Human Psyche 21

Emotion, Logic, and Success Above Criticism 22

The Emotionally Connected Consumer 1:

The IKEA Effect 23

The Emotionally Connected Consumer 2:

12for12k and Emotional Guilt 24

The Intelligence Behind Emotional Marketing 26

The Search for Emotional Loyalty 27

Once You Go Mac 27

More Than Just a Game 27

The Manifestation of Emotional Marketing 28

Emotions in the Purchase Cycle 29

Measuring Online Emotion 29

Emotional Resonance Versus Controversial

Disconnect 30

Emotion and Its Role in Influence Marketing 31

Endnotes 34

3 The Rise of Social Media 37

Logic, Branding, and Influence 38

Project 1998—The Content Creators 39

A Question of Two Cultures 40

Social Media Dads Can Cook, Too 41

The Shift to Social Media and the Rise of Citizen

Influencers 42

Lebanon Ford, Lebanon, Ohio 43

The CNN iReport Fail 46

The Nate Silver Phenomenon 46

The New Personal Relationship Dynamic 47

Degree of Separation 48

The Five Degrees of Social Relationships 50

The Degree of Publicity—Online Networks 51

When Everyone Is an Influencer 52

Endnotes 53

4 The Current Influence Model and Social Scoring 55

The Carnegie Principle 56

The Marketing Shift from Brand to Consumer 57

The People Paradigm 58

Audience 60

Acceptance 60

Application 60

Amplification 61

The Power of One 62

Klout 64

Kred 65

PeerIndex 67

Empire Avenue 67

eCairn Conversation™ 68

The Domino Effect of Social Influence 70

The Looming Storm Clouds of Social Scoring’s Effect on the Conversation 71

Endnotes 72

5 Situational Influence: A New Model for a New Era 73

Trend Currents 74

Gravity 76

Repositioning the Customer at the Center 77

Situational Influence 83

Communities 84

Economic 84

Social and Cultural Groupthink 85

Personal Ideology 87

Situational Factors 88

Personal Situational Factors 88

Environmental Situational Factors 89

Emotional Situational Factors 89

Life Cycle Situational Factors 90

Micro-Influencers 90

Geofencing 91

Step One: Community Identification 91

Step Two: Situational Analysis and Factors 92

Step Three: Identification of Customer and

Micro-Influencer 92

Applying Situational Factors 93

Endnotes 94

6 The Consumer Decision-Making Process 95

Situational Factors Disrupting Purchase Decisions 96

Missing Data Inputs 97

Conflicted Decisions 97

Psychological Factors Disrupting Decision-Making

Processes 100

Motivations Disrupt Decision-Making Processes 100

Personality Disrupts Decision-Making Processes 101

Learned Reactions Disrupt Decision-Making

Processes 102

Attitudes Disrupt Decision-Making Processes 103

Social Proof Disrupts Decision-Making Processes 104

Lifestyle Disrupts Decision-Making Processes 105

Perception Disrupts Decision-Making Processes 106

Family Influence Disrupts Decision-Making

Processes 107

Cognitive Dissonance 108

Purchase Life Cycles 109

References 112

7 Reversing the Social Influence Model 113

Importance of Text Analytics to Reverse

Engineering Influence 115

Identifying the Purchase Life Cycle 119

Creating Linguistic Maps 121

Charting Relationships 124

Identifying Situational Factors 127

Managing Influence Paths Through Social Customer

Relationship Management Software 129

8 Managing Social Influence Paths 131

Emotional Contagions 133

Rethinking Macro-Influencers 134

Mapping the Influence Paths 137

Predicting Influence Paths 140

Purposeful Influence Marketing 142

Building Awareness 144

Competitor or Trend Disruption 145

Adaptive Influence Marketing 146

Measuring Influence Marketing 148

Endnotes 150

9 The Four Ms of Influence Marketing 151

The Changing Nature of Predictive Influence 152

Understanding the Four Ms 154

Managing the Influencer 162

Monitoring Influencer Campaigns 165

Measuring an Influence Marketing Campaign 167

The Complementing Arc of Consumers and the Four Ms 170

Endnotes 171

10 The Future of Influence Marketing 173

Tellagence 174

Appinions 177

Earned Media 179

Paid Media 180

Owned Media 180

Traackr 180

Bottom Line Impact 181

Increased Potential for Advocacy 182

Faster Influencer Identification 182

Actionable Insights 182

Traackr Features 183

TrendSpottr 184

Internal Influence 185

External Influence 186

Squeeze 187

oneQube 189

The oneQube Twitter Influencer Connector 189

The Future of Influence Is Fluid 195

Endnotes 195

11 The Business of Influence Marketing 197

Connecting Influence to Sales Revenue 198

Case Study 198

Impact on Customer Lifetime Value 199

Influencers Versus Advocates 201

Creating Brand Advocates 203

Awareness 206

Nurturing 206

Conversion 206

Satisfaction 206

Loyalty 207

Advocacy 207

Case Study 208

Customizing Influence 209

Stop Scoring Influence, Start Creating

Influence Paths 211

Conclusion 212

Endnotes 215

Index 217

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