Influencers 2.0 ROI of the Influencer

#SMTLive

Thanks to Our Sponsor

http://www.act-on.com/

Submit your questions in the GotoWebinarPresentation window

Follow along and

share your thoughts

on Twitter at

#SMTlive

Join the Conversation…

#SMTLive

#SMTLive

Our SpeakersDavid Amerland's involvement with the Web goes back to the days when the number of websites in existence could fit in a printed 80-page directory and SEO consisted of keyword stuffing and pixel-wide hidden text. Since those less enlightened days he has worked with blue-chip multinationals and individual entrepreneurs alike helping them craft SEO and social media marketing strategies that work with their internal cultures and deliver value to their target audience. He is the author of seven best-selling books including Google Semantic Search. He writes for Forbes, and HP UK and blogs on his own website, DavidAmerland.com. When he is not writing or surfing the Web he spends time giving speeches internationally on how search and social media are changing everything. @DavidAmerland

Linda West supports overall lead generation goals with strategic planning, content creation, and analysis of campaign effectiveness. Prior to joining Act-On, Linda worked at a New York based marketing agency, implementing digital programs for a variety of B2B and B2C clients across the globe. Linda has also worked for some of the world's largest publishing companies, transitioning their traditional marketing programs to a cost-efficient online model. With extensive experience in traffic generation, lead nurturing, and lead scoring, Linda’s expertise is focused on content strategy and digital lead generation.

Carly Tatum, Global Social Media Communications Manager for Dell. In her role, Carly Tatum leads social media and influencer relations strategy within the Global Communications organization. She led “Getting Social with PR” training for 100+ Dell communicators and consults with teams globally to incorporate emerging media into communications practice. Additionally, she co-founded the signature Dell Customer Advisory Program (CAP Days) and the Dell Social Think Tanks program featured in Cheryl Burgess’s The Social Employee & Christer Holloman’s The Social Media MBA, which bring vocal online influencers offline for open, interactive discussions on industry trends. Prior to Dell, Carly led social media and marketing strategy for global mid-size organizations including STA Travel and Aquent. She received her degree in Communications from the University of Southern California (Fight On!). @carlyjeane

Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007.  Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey 

ROI OF THE INFLUENCER

David Amerlanddavidamerland.com

We live in the Age of Advocacy

INFLUENCERS CAN SERIOUSLY DRIVE A BRAND MESSAGE

They can help increase visibility not just in social media but also in search.

• Trust1

• Alignment of values2

• Shared goals and aspirations3

Key to reaching them is:

Trust is generated through:• Contact • Perception• Assessment• Connection

#1 SOCIAL MARKETING CHALLENGE? Measuring ROI From Social Campaigns

YOUR WEB PROPERTIES:Every Connection Can be Measured

REVENUE IMPACT ANALYSIS

CONTENT ANAYSIS

Dell’s influencer philosophy

Is Is not• An individual

• A trendsetter or tastemaker with a significant following among our target audience

• Someone who is often quoted in the media

• Someone who’s statements result in action from those around them

• A thought leader across industries and verticals

• An organization

• A paid partner of Dell

• A paid employee

• A synonym for stakeholder

• A member of the media

An influencer is an individual who has the ability to inspire action among Dell’s target audiences. They have greater than average reach or impact, are well connected, and can impact the buying behavior of Dell customers. Dell’s ultimate goal with influencer relationships is to turn influencers into advocates.

Confidential18

1 2 3 4 5Identification Events Product

seedingOngoing relationship development

Advocates

Confidential

Global Marketing

Reports reflect the last 60 days

Identifying, measuring influence

Share of Influence

Global Marketing

Building relationships: Dell’s CAP Days & Social Think Tanks

Customers giving feedback on Dell’s business

Dell facilitating topic-based discussions & brainstorms with influencers

Outside In Inside OutCustomer Feedback

Customer Feedback

Customer Feedback

Customer Feedback Influence

r Dialogue

Influencer

Dialogue

Influencer

Dialogue

Influencer

Dialogue

Global Marketing

#SMTLive

Our SpeakersDavid Amerland's involvement with the Web goes back to the days when the number of websites in existence could fit in a printed 80-page directory and SEO consisted of keyword stuffing and pixel-wide hidden text. Since those less enlightened days he has worked with blue-chip multinationals and individual entrepreneurs alike helping them craft SEO and social media marketing strategies that work with their internal cultures and deliver value to their target audience. He is the author of seven best-selling books including Google Semantic Search. He writes for Forbes, and HP UK and blogs on his own website, DavidAmerland.com. When he is not writing or surfing the Web he spends time giving speeches internationally on how search and social media are changing everything. @DavidAmerland

Linda West supports overall lead generation goals with strategic planning, content creation, and analysis of campaign effectiveness. Prior to joining Act-On, Linda worked at a New York based marketing agency, implementing digital programs for a variety of B2B and B2C clients across the globe. Linda has also worked for some of the world's largest publishing companies, transitioning their traditional marketing programs to a cost-efficient online model. With extensive experience in traffic generation, lead nurturing, and lead scoring, Linda’s expertise is focused on content strategy and digital lead generation.

Carly Tatum, Global Social Media Communications Manager for Dell. In her role, Carly Tatum leads social media and influencer relations strategy within the Global Communications organization. She led “Getting Social with PR” training for 100+ Dell communicators and consults with teams globally to incorporate emerging media into communications practice. Additionally, she co-founded the signature Dell Customer Advisory Program (CAP Days) and the Dell Social Think Tanks program featured in Cheryl Burgess’s The Social Employee & Christer Holloman’s The Social Media MBA, which bring vocal online influencers offline for open, interactive discussions on industry trends. Prior to Dell, Carly led social media and marketing strategy for global mid-size organizations including STA Travel and Aquent. She received her degree in Communications from the University of Southern California (Fight On!). @carlyjeane

Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007.  Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey 

Upcoming Webinars

April1st Online Community: The New Secret Sauce for Customer

Centric Enterprises

#SMTLive

Thanks to Our Sponsor

http://www.act-on.com/

#SMTLive

Tweet Now For Your Chance to Win a Free Ticket to The Social Shake-Up!#SMTlive Audience: Tell us why you want

to go to The Social Shake-Up 2014 to be entered for a chance to win. Tweet:

“I want to go to #socialshakeup because…”