2. Brought to you by
What Defines True Online Influence
- And How Should You Wield It?

3. Join the Conversation…

4. Thanks to our Sponsor

5. Our Speakers
#smtlive
Mark Hatch is CEO of mBLAST, the leading provider of web presence analytics. He has more than
twenty years of experience in software engineering and high-tech management at industry leaders
and startups. Prior to mBLAST, he led software teams in developing the on-line storage services
space at Carbonite and Intronis. At ICC and OneCore Financial, he contributed to the development
of Internet banking, brokerage, and customer service applications for the Financial Services
Industry. @markbhatch
Ekaterina Walter is a social media strategist and innovator at Intel. She is an author of the Wall
Street Journal bestseller “Think Like Zuck: The Five Business Secrets of Facebook’s Improbably
Brilliant CEO Mark Zuckerberg”. A recognized business and marketing thought leader, she is a
sought-after speaker and a regular contributor to leading-edge print and online publications. In
2012 she was named among 25 Women Who Rock Social Media. @Ekaterina
Nick Hayes is a marketing pioneer having previously founded and run successful marketing
services firms for fifteen years, including an award-winning international technology PR agency &
network for tech clients including IBM, HP, Adobe, Sun and BT. He founded Influencer50 in 2003
and since 2005 has run its US operation from San Francisco. He began his career at the European
headquarters of EDS (now part of HP). Nick lives in the Bay Area. @Influencer50
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 Global Vice President of Marketing
for Maxymiser, a leader in web optimization and analytics, and author of five “Dummies”
books. @PaulDunay

6. @markbhatch6
How did we get here?
2008
2011
Today
Influencer
•Scoring
•Popularity
•Listening
•Filtering
•Scoring
•Analytics
•Context
•Insight
•Engagement

7. @markbhatch7
Measuring impact

8. Low-risk consumer
‘Time’ purchase
ie. choice of theater
movie or Amazon
book purchase
Understanding
Influencers
For purchase decisions, Social is relatively stronger for low-risk decisions.
Offline influence remains overwhelmingly critical for high-risk decisions.
How Offline, Online & Social Influence Co-Exist
‘Overcomeable’-risk
purchase
ie. $200-$400
‘Best Buy’-type
purchase
High-risk B2B
purchase
ie. strategic B2B
purchase, typically
high value
Offline
Online
Social
Source: Influencer50 own research, 2011-2012.
US-only, 1148 respondents

9. Low-risk
opinion formation
ie. views on TV
shows, celebrities,
etc.
Understanding
Influencers
For opinion formation, Social is similarly stronger for low-risk, frequently changing opinions.
Offline influence remains overwhelmingly critical for high-risk, personally important opinions.
How Offline, Online & Social Influence Co-Exist
Mid-risk
opinion formation
ie. views on national
politics
High-risk
opinion formation
ie. medical choices,
job appointments,
etc.
Offline
Online
Social
Source: Influencer50 own research, 2011-2012.
US-only, 1148 respondents

10. Join us next week…
#smtlive
What Is a Social Media Expert?
Professional Development in an Evolving Field
http://socialmediatoday.com/social-professional-development-webinar
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11. Liked our webinar? Join us IN PERSON
We're super excited about our first-ever conference, The Social
Shake-Up...and that's due in no small part to the fact that we can't
wait to meet our SMT community (that's you!) face to face. Join us
in Atlanta as we bring together major thought leaders, many of our
bloggers, and community members to find out what they are doing
and how it can impact your business.
http://socialmediatoday.com/event
#socialshakeup