Special Guest: Marcy Massura, Director of Digital Engagement, Weber Shandwick As an influencer engagement specialist at one of the global leaders in public relations, Marcy Massura knows a thing of two about getting on the right radar screens. She will share her unique perspective of developing content and strategies for some of the world's most recognized brands and how small businesses can leverage these tactics to help in their cause in this ever changing digital world.

1. how to influence the
INFLUENCER #VRProWeb

2. Special Guest
Marcy Massura
Director of Digital
Engagement
Weber Shandwick
@marcymassura
#VRProWeb

3. • Let’s Learn A Little About Marcy
• What Defines An Influencer?
• What We Know
• Are SMBs Able To Influence The Influencers?
• Tips and Tricks
• Q&A?
• Resources

4. Marcy Massura
@marcymassura

5. what defines an
INFLUENCE

6. what we know
Influence is not definitive.
Influence is not static.
Influence is not universal.
Trying to control influence is a bit like
nailing Jell-O to a wall.
Or herding cats.
Or hugging water.
Pick a metaphor.
They all say the same thing…

7. Harnessing influence requires
deliberate effort, specialized skills and
strategic tools.

8. philosophy of smart
influence
Influence is a fluid, ever changing state of
being. Which requires nimble, flexible and in-
the-moment measurement.
Determining influence relies on identifying
known influence markers, assessing the quality
of influence footprints and continual
measurement.
Once influence is found it is essential to
establish regular communication channels,
developing relationships and tracking all results
in a manner that improves all future
connections and engagement.
Influence is smart. Be smarter.

9. getting people to do something
Influence is defined by the capacity or power to become a
compelling force on an audience/group of individuals to
engage by taking a desired action or deliver a specific
outcome in a measurable way, such as:
Download a document
Purchase a product
Share information
Tell friends and family to do something
Support a cause
Alter opinion or perception
And in essence…to engage.
engage

10. a little behaviorism
Authentic, emotionally connected and personal social promotion implores the
reader to align with the brand on instinctual and human level.
Content that is seen/read/heard from a person of influence is weighted. It matters
more, and has a greater effect that a passive or traditional media impression.
We all know that celebrity endorsement work.
Now imagine if we replace the celebrity with say…
your neighbor. Or your career role model. Or the
person online you think is hilarious or brilliant?
Now you understand.
What we want are
expressions vs. impressions
expressions

11. the something
Consumers look to online influencers for opinions,
reviews, advice before purchasing, news and
entertainment.
The top 10% of influencers have a disproportionately significant
impact on others, with friends and circles asking their opinion
before making a purchase decision. The top 10 are selecting,
aggregating and sharing information across a wide range of sources
e-marketer found that “social helps to create and
increase the purchase intent…it builds a
relationship between the brand and the user.”
further, exposure to both paid and earned media increase:
brand awareness
purchase consideration
brand favorability
revenue per purchase occasion
purcha$e
Source: Mintel, Social Networking – in the US, October 2012; Source: eMarketer, Social Media Key Influence in Multi-Exposure
Purchase Path, Feb. 2012

14. #VRProWeb

15. • http://www.marcymassura.com
• http://twitter/marcymassura
• https://www.facebook.com/marcymassura
• http://www.youtube.com/user/glamassociation
• http://www.linkedin.com/in/marcymassura
• http://marcywrites.com