1. How your social
influence translates
to real-world
collateral
Megan Murphy
upGRADE⇧ Nick Deyo
Emily Maher
Rodney Fleming
#upGRADESU
2. INTRODUCTION
• Why we chose this topic
• “What’s in it for me?”
• What We Found
• social scoring
@NickDeyo @RodneyWFleming @eamaher90 @MeganRuthMurphy
14. What's the Best Perk for the Man
Giving all the Perks?
The Coffee Shop
@grouchyjohns
The Man Behind the
Counter
@jjwylie
15. Gilt Groupe Rewards Shoppers
• #giltperk
• First to offer direct
discounts consumers
could access
without being
targeted first
• Narrowing discounts
on scores ensures
brands are
attracting lifetime
value influencers -
"tastemakers"
• "Bait and Switch"
reaction
16. Launching Spotify Stateside
• #spotifyperk
• Invitation to digital
music service + 1 month
subscription to Spotify
Premium
• To reach middle
America
• Functional issues
hindered success
• 250% more traffic than
normal for both sites
17. Virgin America's New Route
• #VXToronto
• Free round-trip
airfare for new
route & invitation
to join VA's Toronto
launch event
• Success tracked
by impressions &
reach, counting
perk click-through
rate
“As a brand, we've found that social media is an informal,
authentic way for us to engage with guests and prospective
guests — and also amplify our awareness within limited ad
budgets. As we enter a brand new market we thought it was an
interesting approach to partner with clout in this way.”
– Okawa Fletcher. VA Spokesperson
18. Mark Schaefer
• Return on Influence -
The Revolutionary
Power of Klout, Social
Scoring, and
Influence Marketing
• “Unavoidably, we will be
known for our Klout scores
and followers and badges of
social proof. But the smartest
marketers will always
remember that we are
people too.” @MarkWSchaefer
19. The Future of Social Influence
from Return on Influence
• Online influence will become a
key indicator for professional roles
• Impending marketing arms race
• Online behaviors will influence
offline consumer behaviors
• Influence measurement scoring
will inspire varied treatment of
customers