authority, impact, and the future of influence marketing
TRANSCRIPT
March 30 – April 1, 2015
#CZLNY | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers
Authority, Impact, and the
Future of Influence Marketing
Anji Ismaïl
www.doz.com
CEO and Co-Founder
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Who has influence?
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
We are a product of the people
who have influenced us.
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Influence of Every Kind
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
1,379,806New York Times
Saturday Circulation, 2014
114,400,000Super Bowl XLIX
US TV Audience
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Big Audiences
≠
Effective Influence
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
What proportion of people are
influenced by close friends and
family when making a purchase?
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
59%
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
WHO
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
TO
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
THROUGH
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
WITH
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
The WHO Level
• Who are the people who have influence in
your industry?
• Who among these people has the most
influence?
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
The WHO Level
Write a list
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
The TO Level
Make them customers, get them on board,
get them buying, and hopefully get them
mentioning that they did.
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
The THROUGH Level
Influencers are not special customers who
simply spend; they are special customers
who amplify our message to their networks.
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Which is the better through
marketing opportunity?
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
“Nothing, it seemed —not even major
mainstream national media and a social
media feeding-frenzy –could match that
Amazon ranking high that a single piece on
Tim’s blog afforded me.”
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
The WITH Level
Brand ambassadors,
not paid brand advocates.
It’s a Partnership.
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
Social games are the epitome of marketing by influence.
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
AUTHENTIC BRANDS BEGET
BRAND ADVOCATES &
BRAND AMBASSADORS
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
@anjismail
March 30 – April 1, 2015 | #CZLNY | @ClickZLive
WITH
WHO
TO
THROUGH