Social media has created a unique opportunity to crowdsource your business's sales and marketing by leveraging an army of online advocates and influencers. But with so much digital noise, conflicting influencer measurement tools, and increasing pressure to measure results, how can you identify which individuals, blogs, and social networks are most impactful? Using real case studies, this presentation will help you understand what true influence marketing is today, why it's important, and how to leverage this marketing strategy for your business.

1. THE AGE OF INFLUENCE
HUSSEIN M. DAJANI
HEAD OF CONTENT AND INFLUENCE MARKETING

2. “You have been influenced when you think of something you wouldn’t otherwise have
thought of or you do something you wouldn’t otherwise have done.”
Philip Sheldrake
The Business of Influence

3. What lead you to come to this conference?

4. When mentioning influence, you probably think of social scoring platforms

5. But while social scoring can be the start for finding influencers,
it’s not quite as clear cut when it comes to being democratic around influence itself.

6. WHO’S AN INFLUENCER?

7. KLOUT PEERINDEX
TWEET GRADER TWEET LEVEL

8. ALL OF THEM ARE… IN THEIR OWN CONTEXT

9. In traditional media… Influencers are celebrities.

10. But, in the digital world, they can be anyone with a fan base.

11. An influencer is anyone who:
1. Has followers,
2. Posts on a regular basis,
3. Gains trust of their followers,
4. Gets alot of engagement on their posts,
5. Elicits direct actions from their followers,
6. Is very knowledgable about a certain topic.

12. 4 LEVELS OF INFLUENCERS
CELEBRITIES
PUBLISHERS
FANS
FRIENDS
MORE
INFLUENCE
MORE
REACH
CELEBRITY
BLOGGER
CUSTOMER
BEST FRIEND
FAMILY
CO-WORKER
VENDOR

13. CELEBRITIES
PUBLISHERS
FANS
FRIENDS
CELEBRITY
BLOGGER
CUSTOMER
BEST FRIEND
FAMILY
CO-WORKER
VENDOR
4 LEVELS OF INFLUENCERS
MORE
INFLUENCE
MORE
REACH

14. CELEBRITIES
INFLUENCERS
INFLUENCERS
FRIENDS
CELEBRITY
BLOGGER
CUSTOMER
BEST FRIEND
FAMILY
CO-WORKER
VENDOR
4 LEVELS OF INFLUENCERS
MORE
INFLUENCE
MORE
REACH

15. TYPES OF INFLUENCERS
Sports Auto Fashion Foodies Lifestyle Comedy Tech Entertainment Travel Music

16. TYPES OF INFLUENCERS

17. Locals Arab Expats Non Arab Expats
TYPES OF INFLUENCERS
Westerners
Asians

18. Taim Al Falasi - Social Personality
Taim Alfalasi (Futaim) is an online media personality. She received her
visual communications Bachelor degree from Zayed University.
During her time in college, Taim started her two humanitarian
campaigns and published her online entertainment magazine. For
her magazine, she produced several videos with four celebrities, and
it went viral to over a million viewers on YouTube. Other than that, she
started an online radio show, which has been rated as the most played
show in the Arab region at spreaker.com. Moreover, Taim was in the
production team of Dubai Film Festival two years in a row, and has been
involved in other exhibitions and festivals.
Social Following
222k 1m 77.7k 230k Views

19. So, how can a brand identify the right influencers
to initiate Influence Marketing activities?

20. Relevance - Contextual Fit
Their interests align with your target customers’segments.

21. Reach - Audience Size
They have a substantial following, at least within your target demographic.

22. Resonance - Engagement Power
Their status inspires others to mimic them

23. Gender, Age, Status, Location, and Frequency of social posting.

24. INFLUENCE IS CONTEXTUAL
Different communities have different needs and influencers
STEAK
FASHION
Vegetarian
= low context
= no product passion
= untrusted in category
= no experience
UNLIKELY TO INFLUENCE A STEAKHOUSE VISIT
Boutique owner
= high context
= passionate product user
= trusted in category
= loads of experience
LIKELY TO INFLUENCE A FASHION PURCHASE

25. Influencers are not brand ambassadors.
They’re independent“entities”in a mutually beneficial relationship with your brand.

30. It is RTM,
It has proven to be effective,
It takes place where your audience is,
It is no longer a CAN DO but a MUST DO.
Let’s admit it, the old way of marketing isn’t working like it used to.
More and more consumer decisions are influenced by… influencers!

31. “Ask not what an influencer
can do for you, ask what you
can do for an influencer.”
Laura Fitton,
Head of Influencer Relations at HubSpot

32. Hussein M. Dajani
Head of Content and Influence Marketing
hussein@digitalapemedia.com
+971 55 454 8655
digitalapemedia.com