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Presentation made to 3M Frontline sales conference in Chicago. Summary: Reverse engineering influence marketing strategies for improved social selling and measurement; social relationship management practices.
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Social Selling: Who’s Influencing Who?
Partner, Sensei Inc.
Author, Influence Marketing
Professor, Rutgers University
Seneca College
Writer, Huffington Post
Social Media Today
Top 50 Marketing Strategist
Social Technology Review
SAM FIORELLA @samfiorella
Why Influence Marketing?
BRANDS
Why Influence Marketing?
BRANDS
Why Influence Marketing?
BRANDS
Why Influence Marketing?
BRANDS
SO WHAT’S THE SOLUTION?
Social Influence Scores
Is Social Amplification “Influence”?
What Is Influence?
…IS EMBLEMATIC OF CURRENT
SOCIAL SELLING PARADIGMS.
THE PROBLEM WITH SOCIAL
SCORING…
Understanding Real Influence
Brand
Understanding Real Influence
Brand
Social Graph
Understanding Real Influence
Influencer
Understanding Real Influence
Influencer
Influencer’s Social Graph
Understanding Real Influence
Seeding Broadcasting
Understanding Real Influence
10% Customers in the buying cycle
Understanding Real Influence
20% Customers not in the buying cycle
Who Is Influential?
30% Existing customers
Who Is Influential?
40% fake or ineligible customers
Understanding Real Influence
High Effort/Cost Low Return
Understanding Real Influence
1%
9%
90%
10%
20%
70%
90-9-1 RULE 2006
70-20-10 RULE 2014
2x
Friends with iPhones Likely iPhone Ownership
Telenor Commissioned Study
2x
14x
Friends with iPhones Likely iPhone Ownership
Telenor Commissioned Study
The Power of Dyadic Relationships
The bigger our communities grow, the more powerful one-to-one
communications become for sales success.
Reverse Engineer Social Influence
Who is the “influencer’s” audience?
Unclassified “Followers”
Reverse Engineer Social Influence
Forget the influencer, focus on the customer.
Reverse Engineer Social Influence
Family Co-workers
Parishioners
Media
Friends
“Followers” turn into “Relationships”
Reverse Engineer Social Influence
MOBILE
Analyze community with NLP
Reverse Engineer Social Influence
MOBILE
FEATURES
CONTRACT
Analyze community with NLP
Reverse Engineer Social Influence
MOBILE
Samsung
FEATURES
iPhone
PRICE PLAN
CONTRACT
AT&T Verison
Analyze community with NLP
Reverse Engineer Social Influence
MOBILE
Samsung
FEATURES
iPhone
PRICE PLAN
CONTRACT
Verison AT&T
Overlay sentiment & applicable filters
Reverse Engineer Social Influence
MOBILE
Samsung
FEATURES
iPhone
PRICE PLAN
CONTRACT
Verison AT&T
“Geofence” the customer’s social graph
Reverse Engineer Social Influence
“Geofence” the customer’s social graph
Reverse Engineer Social Influence
Identify “Micro-Influencers” by opportunity/lifecycle
Reverse Engineer Social Influence
Surf The Influence Path
“Macro Influencers”
Action: Awareness Nurturing
Conversion Loyalty
Advocacy
Influence & The Customer Lifecycle
INFLUENCE BASED SALES
SMD204 WEEK 3
Social Relationship Management
Social Relationship Management
Social Relationship Management
Social Relationship Management
Social Relationship Management
Final Thoughts
• Influence is a verb, not a noun.
• Start with a focus on the customer’s decision making process, not the influencer.
• Manage influence campaigns across the entire life cycle, not just for acquisition.
• Measure influence marketing activity against customer lifetime value.
• The value of a customer is not his/her contracts but the sum of their relationships and the resulting impact on the CLV.
Thank You
Sam Fiorella Twitter: @samfiorella Blog: senseimarketing.com Site: samfiorella.com
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