Influence Marketing Bas van den Beld Iran August 2013 @basvandenbeld - @stateofsearch - www.stateofsearch.com - www.basvandenbeld.com
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Bas van den Beld EuroAds 2012 One sheet about me Blogger, trainer, speaker Search & social strategist (KLM, Heineken) Founder Stateofsearch.com Historian
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95% of our thoughts, emo?ons, and learning occur without our conscious awareness Gerald Zaltman, Harvard Professor
We rely on people around us for our choices
Is it?
Word- of- mouth is responsible for 20%- 50% of purchases (Source: Keller Fay Group) 22
Only 7% of word- of- mouth marke?ng happens online, most starts online though (Source: Keller Fay Group) 23
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Based on 3 Types of Authority Celebrities Expert Influentials Social Network 28
Celebri?es 29
Authori?es some?mes feel like best friends
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But celebri?es don t necessarily make us buy...
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The Expert Influen?als 36
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People with many connec?ons are not necessarily more influen?al 40
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Our social network 43
Source: Grouped by Paul Adams 44
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We Want What Others Have
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We trust friends on different topics 54
People like to share feelings
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Build marke?ng campaigns that grow social bonds
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Talker Potential Client Client 65
Segregate by social network structure
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Ensure the content is something people chat about offline
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Create content which resonates with small groups of friends
And remember... 72
Everyone is an influencer
Thank you www.stateofsearch.com www.basvandenbeld.com Have Bas speak or train at your event or company or consult? Get in touch! twitter.com/basvandenbeld facebook.com/stateofsearch linkedin.com/basvandenbeld