The Secret Dangers of Online Influence Marketing
Are marketers wasting time and money with today’s influence measurement tools? This all-star panel of social media thought leaders exposes the pitfalls of finding social media influencers, and reveals why many marketers get it wrong. They’ll show that influence measurement tools like Klout and Kred are misleading marketers into believing they are measuring influence, when they are only measuring popularity. Today’s platforms perform so poorly when measuring such critical factors as the ability to motivate action and effect behavioral change that basing decisions on these tools alone can be dangerous. Panelists will discuss why marketers should stop focusing on tools and start using social media for what it was meant to accomplish - building relationships and harnessing communities. By using innovative methods to identify peer influencers who demonstrate creativity, insight and passion, marketers can learn to start an avalanche of positive attitudes for their brand, product or service.
Debra Kaye is an international innovation and trends expert specializing in culture strategy and innovation for consumer brands, defining new areas of business opportunity, developing new products, and restructuring markets for long-term growth. She encourages her clients to become change-makers, and has helped set agendas for companies such as Mars, Colgate, McDonald’s, American Express, Johnson & Johnson, Reckitt Benckiser, L’Oreal, and Groupe Danone. Her book Red Thread Thinking: Weaving Together Connections that Lead to Brilliant Ideas and Profitable Innovation is published by McGraw-Hill.
Debra is also a frequent commentator on American Public Radio's "Marketplace" and contributor to Fast Company. She is a board member of Count Me In, an organization dedicated to helping women-owned businesses grow and prosper.
Ekaterina Walter is a Global Social Innovation Strategist at Intel. She is a passionate marketer and a recognized thought-leader in her field, a vibrant speaker, and a regular contributor to well-known industry publications such as Mashable, Fast Company, Huffington Post, TheNextWeb and others. Ekaterina is a proud TEDizen. She sits on a Board of Directors of Word of Mouth Marketing Association (WOMMA) and is an active member of the Thunderbird Global Council at Thunderbird School of Global Management. She is an author of the upcoming book “Think Like Zuck: The Five Business Secrets of Facebook's Improbably Brilliant CEO Mark Zuckerberg”. You can connect with Ekaterina on Twitter @Ekaterina or through her blog Building Social Bridges.
Jure Klepic social media innovator and strategist at Lucule Consulting. He leads social media adoptions for global brands and continues to drive change and spearhead innovation. Throughout his career he worked with global brands ( YSL, Givenchy, Microsoft, Skype) as well as advised a number of startups. Klepic is recognized business and marketing thought leader, he is a speaker and a regular contributor to Huffington Post and Fast Company and other leading-edge print and online publications.