What's the ROI of an Influencer?

Paul Dunay Financial Services Marketing Leader, PricewaterhouseCoopers

Posted on November 14th 2013

What's the ROI of an Influencer?

Last week we held another webinar in our Best Thinker webinar series, this time on the topic of What’s the ROI of an Influencer?  The webinar included three speakers: Leslie Ament, the Senior Vice President of Research and Principal Analyst at Hypatia Research Group; Sam Fiorella, a Partner at SenseiInc, a customer experience firm and co-author of Influence Marketing: How to Create, Manage, and Measure Brand Influencers; and Tami Cannizzaro, a Global Director of Marketing at IBM Social Business.

Leslie Ament from Hypatia Research Group started us off with some research they completed that illustrated where Corporations feel they should be investing in social media and where Marketing feels they should be investing in social media. It should come as no surprise that corporations felt that social media was most important to the customer support function where as social teams felt that social media was most important to harness the propensity for influencers to recommend brands.

Tami Cannizzaro from IBM Social Business then took us through how IBM built an influencer strategy for the IBM brand and set up their influencer community. She showed how they identified industry influencers based on custom scoring and rankings systems, in order to identify the most impactful influencer to target for the brand or industry.

Sam Fiorella the co-author of Influence Marketing: How to Create, Manage, and Measure Brand Influencers then showed us how to put the customer at the heart of your influencer strategy something that is so often overlooked. 

If you have been on a SocialMediaToday webinar before you know they are very “participant driven” and we love to ask your questions of our panelists.  Many of the questions from our audience revolved around topics like: Are there tricks to building up a group of influencers inexpensively? Is it easier for B2C rather than B2B companies to gather influencers? Is there a right way and a wrong way to build a group of influencers? What do we think about providing rules for engagement for your influencers?

If that piqued your interest and you want to hear the replay of this webinar please check out this link. Otherwise please join us for our next webinar on Native Advertising: Latest Ad Fad, or the Future of Publishing? starting at noon eastern on November 14th.Register here. 


Paul Dunay

Financial Services Marketing Leader, PricewaterhouseCoopers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations.

Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012).

His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.

Marketing Darwinism, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.” 

Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.

Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.

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