Marketwired - PRSA: Harness the Power of Influence

HARNESS THE POWER OF INFLUENCE

PRSA 2013 International Conference

#PRSA #Marketwired@ears_delaney

Harness the Power of Influence

THE NEW MARKET

ECONOMY


77%

of consumers are more likely to buy a product when it’s recommended by an advocate.

– Nielsen 2013

90% of social engagement is created by 3% of brand fans.

– SocialChorus 2013

DISRUPTED

TRADITIONAL BUSINESS MODELS


SOCIAL, MOBILE, OPEN TECHNOLOGIES



29%

WHAT IS AN OPEN BUSINESS?

TRUSTTRANSPARENCY AUTHENTICITY PRINCIPLES


29%

“Academics, technical experts and ‘a person like yourself’ are nearly twice as trusted as a chief executive officer or government official.”

– Edelman Trust Barometer 2013



29%50%

of marketing and PR professionals will budget for influencer marketing strategies. – 2013 Influence Marketing Survey

ArCompany and Sensei Marketing

THE AUTHORITY DECADES


Audience: UsPsyche: FamilyNeeds: ConformingMessages: PersuadingShare of Market =Share of Voice

THE ME DECADES


Audience: MePsyche: Me-cosystemNeeds: StimulatingMessages: EngagingShare of Market =Share of Connectivity

THE TRIBAL DECADES


THE TRIBAL DECADES

Audience: WePsyche: TribeNeeds: BelongingMessages: JoiningShare of Market =Share of Trust


THE TRIBAL DECADES



THE TRIBAL DECADES




29%

THE POWER OF SOCIAL MEDIA INFLUENCE IS EMOTIONAL

“Marketing-induced consumer-to-consumer word-of-mouth generates more than twice the sales of paid advertising.”

— McKinsey, 2010



MORE THAN # FOLLOWERS!• ACTIVITY• INTERESTS• TONE• AFFILIATIONS

• REACH• RESONANCE• RELEVANCE• LOCATION

SO WHAT MAKES EFFECTIVE INFLUENCE?


HOW WE MEASURE IMPACT

Momentof purchase

Initialconsideration set

Active evaluation

Loyalty loop

Postpurchase experience

Trigger


THE DECISION JOURNEY

— McKinsey


Momentof purchase

Initialconsideration set

Active evaluation

Loyalty loop

Postpurchase experience

Trigger

WHAT STEPS ALREADY TAKEN?WHERE IS INFORMATION CONSUMED?

WHAT VOICES VALUED?WHO TRUSTED?

ARE YOU DELIVERING THE RIGHT CONTEXT?

THE DECISION JOURNEY


29%

Offers through advocates convert at 4x to 10x higher rate.

— Zuberance

70% of online users have acted on consumer opinion posted online.

— Nielsen

500 billion consumer-generated impressions about products and services in 2011.

— Forrester



Google Nexus Tablet


Intel Ultrabook

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







DOVE REAL BEAUTY


DOVE REAL BEAUTY - EVOLUTION

2006


DOVE REAL BEAUTY - SKETCHES

2013


DOVE’S TRIBAL SUCCESS STORY2013 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+


DOVE’S TRIBAL SUCCESS STORY

30xearned media value

vs paid media

$500Mone year profit estimates


IMPACTING BUSINESS FROM...


TO...Harness the Power of Influence


TO...

HARNESS THE POWER


So what’s different?}1. IDENTIFY TRIBES OF INFLUENCERS

2. OPTIMIZE / TAILOR CONTENT3. DELIVER ACTIONABLE INSIGHT4. REINFORCE A SHARED PURPOSE5. MAXIMIZE CONTEXT AND RESONANCE


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

DO YOU HEAR THAT

SOUND?


Jim Delaney, President & [email protected]

@ears_delaney1.888.299.0338


DOVE REAL BEAUTY - 6 of 10 GIRLS

2012