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Social Media Today presents:

What Does an Influencer Really Look Like? How to Measure Online Influence that Makes a

Difference

&

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About the Moderator

Maggie Fox is the founder and CEO of Social Media Group, established in 2006 and one of the world’s most highly respected independent agencies helping business navigate the socially engaged Web. Pioneers in their field, Social Media Group has developed social media strategies for some of the best-known brands in Europe and North America, including; Ford Motor Company, SAP Global Marketing, Norwegian Cruise Line, 3M and Thomson Reuters. Maggie has been interviewed about social media by The Washington Post, CBC Radio, The Globe and Mail, CBC News, CTV News, AdAge and The Financial Post, among others. She was also named one of the Top 100 Marketers in the 100th anniversary edition of Marketing Magazine and sits on the Board of the Empire Club of Canada.

About the Panel

Nick Hayes, President, Influencer50Nick is a marketing pioneer having previously founded and run successful marketing services firms for fifteen years, including an award-winning international technology PR agency & network for tech clients including IBM, HP, Adobe, Sun and BT. He founded Influencer50 in 2003 and since 2005 has run its US operation from San Francisco. He began his career at the European headquarters of EDS (now part of HP). Nick lives in the Bay Area.

Rob Fuggetta, Founder/CEO, ZuberanceRob Fuggetta is the world’s leading expert on brand advocacy. Fuggetta is the author of the ground-breaking new book, “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force.” www.BrandAdvocateBook.com. Published by John H. Wiley & Sons, Inc., a major business publisher, Brand Advocates shows how companies are leveraging Brand Advocates to build their brands and businesses – and how you can too! Fuggetta is the Founder & CEO of Zuberance, a social media marketing company that powers Brand Advocate programs for top consumer and business brands

Vanessa DiMauro, CEO, LeaderNetworksVanessa DiMauro is the CEO of Leader Networks. A pioneer in business-to-business community building, Vanessa has been creating successful social strategies for more than fifteen years. Vanessa is a popular speaker, researcher and consultant on online communities and organizational social strategy and operations best practices. She has founded and run award-winning online professional communities such as Cambridge Information Network (CIN) for Cambridge Technology Partners, Computerworld Executive Suite and CXO Systems' Peer Visibility Network.

A Research Study By Society Of New Communications Research Senior Fellows Vanessa DiMauro – CEO of Leader Networks, Peter Auditore - Principal of Asterias Research Don Bulmer – VP Of Communication Strategy Of Royal Dutch Shell

The Social Mind - Survey Results

Highlights from The Social Mind Study (2012)

• There is a shift in information flow – traditional media is no longer an authoritative source of information

• People participate in information exchange online to help each other• The role of the online expert is rising in importance• The need for expert content is high among content consumers online• People are looking to peers and experts to discover what they need to

know and learn• People are directly influenced online by the people they trust

Focus of the study: Examination of the interrelationships created by the consumption of information across social media channels and influence flow.

Sample composition: The survey was administered online to 390 participants

Enjoy interacting using social games

Persuade others adopt my POV, buy product/service

I am a passive participant & prefer to observe others dialog

I want to be seen as someone knowledgeable

To belong to an active community of friends & family

To participate in a professional community of colleagues & peers

To help others by sharing information, ideas & experiences

0% 20% 40% 60% 80% 100%

3%

19%

31%

39%

41%

66%

78%

People Participate Online To Help Others & Be Part of a Community

Question: Why do you participate in groups and communities online? Select the top three responses

OtherProduct, service or innovation site

Accessing others social bookmarks Q & A sites

Viewing online photosListening to Podcasts

Reading content on customizable social media appsWatching videos

Information from community ranking & rating sitesDirect email message to me

Information exchanged in online groups or forumsReading Microblog streams (Twitter)

Reading blogsVisiting websites

0% 20% 40% 60% 80% 100%8%

1%3%4%7%9%11%

17%18%

40%41%41%

45%48%

Online Networks Are Disrupting Traditional Channels

Question: What online information sources are the most meaningful to you? Select the top three responses

Yes; 94%

No; 6%

Search for Experts ; 49%

Ask trusted peers; 12%

Attend con-ferences /

webinars; 6%

Rely on news & info sources;

19%

Rely on info shared via online social networks;

14%

Rely on customizable social media apps; 1%

Most Participate Online To Learn From Experts

Question: Do you use online networks to learn about topics?

Question: When learning about a topic, I most frequently…Select One

Use to Learn About Topics

Most Frequently

Ideas from authoritative sources (newspapers / journals) must be true because they are unbiased

Organizations I buy / partner with are the best sources of in-formation because they specialize

Information that has buzz reinforces the wisdom of the crowd

Information with pictures & video are more believable/ power-ful than written words

Information shared by friends/colleagues & is more believable, likely to be true

I need to hear details of a story to understand what is happen-ing

I seek expert opinion that is researched & well-documented

0% 20% 40% 60% 80% 100%

18%

6%

4%

5%

1%

0%

0%

43%

23%

19%

27%

9%

9%

1%

26%

42%

38%

30%

28%

17%

7%

9%

26%

35%

30%

53%

51%

41%

4%

4%

4%

8%

9%

23%

50%

Strongly Disagree Disagree Neither Agree Strongly Agree

Online Learners Trust Traditional Media Less, Look To Validate Information Independently

Question: Which of the following statements do you feel most applies when looking for information about a topic of interest?

I prefer online information to be audio and/or visual over text-based

I prefer short content snippets over longer ar-ticles or information sources

I prefer longer, thought leadership content that explores content in depth

I prefer curated content sources links and bookmarks on a topic so I can choose what to

explore

I prefer online information that uses graphics and easy to understand

0% 20% 40% 60% 80% 100%

23%

43%

48%

61%

62%

Online Information That Is Well Organized Or Curated Is Preferred

Question: What kind of online information do you prefer? Select up to three

3 Take-ways That Have a Big Impact on Business

1. Influence is earned.– Online can extend it but does not create it (typically).– Invest in thought leadership, not in buying fans!

2. Content is the new currency of influence.– Turn the marketing megaphone around!– Focus on creating content of value for your audience and engage around it.

3. Social Media makes influencers accessible.– Enable your orgs thought leaders to respond /engage online.– Be finable and approachable virtually.

More Information

Get the study on Amazon.com

Ask the Authors

Vanessa DiMauro, Leader Networks617-484-0778vdimauro@leadernetworks.com@vdimauro

Peter Auditore - Principal of Asterias Research Don Bulmer – VP Of Communication Strategy Of Royal Dutch Shell

Brand Advocates:The True Influencers

Rob Fuggetta, Zuberance Founder & CEO

September 18, 2012

Social Media Today Webinar

17

• Brand Advocate Platform Company• Powering advocacy for leading B2C & B2B brands• Approach: authentic advocacy

About Zuberance

18

Zuberance Definitions

Journalist, professional blogger, guru, industry analyst, celebrity

Highly-satisfied customer who recommends your brand or product without pay or incentives

Influencers Advocates

19

Motivations

Key Differences

Loyalty

Influencers Advocates

Low/none Very high

Build audience & personal brand

Help others

Incentives In some cases No

Trust 30% 92%

Source: Nielsen, Global Trust in Advertising survey, April 2012

Source: Forrester, NACTAS Q3 2006 Media & Marketing Online Survey

20

CDW Advocate Justin Dorfman

Drove $400K for CDW

CDW paid him: $0

21

Don’t Confuse Reach with Influence

# Twitter Followers: 27.9M

Influence over IT purchase decisions: None

# Twitter Followers: 647Influence over IT purchase decisions in his social network: Very high

Justin Bieber Justin Dorfman

22

Source: Multiple

Advocates are Highly Influential

Advocates50%All other Marketing Tactics

50% Ads, paid search, email marketing, billboards, etc.

50% of Business from Advocates

80% of Intuit Business ($3.2M) from Advocates Source: Intuit

23

50% Customers Likely to Recommend

How likely are you to recommend our brand or products to your friends?

“Ultimate Question” for Customer Loyalty

50%Source: Zuberance customer data

0 1 2 3 4 5 6 7 8 9 10

Very UnlikelyHighly Likely

AdvocatesDetractors Passives

24

Massive “Advocate Armies”

200,000 Advocates

75,000 Advocates

60,000 Advocates

25

100K Advocates Reach 60M Prospects

100,000 Advocates

60 Million Prospects

Source: Zuberance analysis using Forrester peer influence analysis. 100,000 Advocates x 4 actions per 12-month period. Each Advocate post reaches 150 people.

26

Each energized Advocate gets you 3 new customers

Advocates are Persuasive Salespeople

Source: Zuberance analysis

27

Turn Advocates into Marketers

Identify Amplify Track

How likely are you to recommend our brand to your friends?

Advocate ReviewsAdvocate StoriesAdvocate AnswersAdvocate Sharing

Advocate ActionsIn-bound referralsSalesAdvocate Influence

Re-Mobilize Advocates

28

Learn More“Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force”

“The ultimate guidebook to brand advocacy”-- Porter Gale, former VP Marketing, Virgin America

Rob Fuggetta, founder & CEO, Zuberance

“Shows you exactly how to energize Advocates.”-- Jeremiah Owyang, Altimeter Group

“...brilliant ”-- Erin Hintz, VP Global Marketing & GM eCommerce, Citrix

Thanks for Joining Us

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