social selling: who's influencing who? - sam fiorella

Social Selling: Who’s Influencing Who?

Partner, Sensei Inc.

CMO, Thirty750s

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

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

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

Thank You

Sam Fiorella Twitter: @samfiorella Blog: senseimarketing.com Site: samfiorella.com