Speaker: Sam Fiorella, co-author

Countless studies have proven that the purchase decisions of prospective customers are affected more by the social content created and shared by their peers than the advertising and marketing created and shared by the brand. This workshop will teach attendees how to identify the purchase life cycle of a customer and who influences decisions at each stage. Led by the co-author of Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing , this workshop will teach you how influence paths actually flow in online communities and the difference between influencing purchase decisions and simply amplifying brand messages. That foundation will lead to a detailed review of how content must be created and shared to target different customers at various stages of the customer life cycle in order to have a measureable impact on the value of your business.

Lessons Learned in this Workshop:

• Understand the true nature of influence marketing and what drives purchase decisions
• Debunk social influence scores and their effect on purchase decisions
• The importance of the customer life cycle for influence marketing and content generation
• How to identify micro-influencers vs. macro-influencers
• How to reverse engineer the influence path (from customers to influencers)
• Identify content that will move potential customers towards a purchase and existing customers towards advocacy
• How to measure the results of influence marketing (ROI)