Aliza Freud, Columbia ’01, on Influencer Marketing
While at American Express at the start of the millennium, Aliza Freud ’01 began to see first hand the impact DVR penetration was having on traditional TV advertising. As she thought about the diminishing returns likely to follow, she reflected on how much impact American Express card holders had on their friends and family. Thinking on this in our recent interview, Freud stated,
“What we’d known at American Express for a long time was that when one of our card members had a good experience with their American Express card, on average, they told ten people and out of those ten people, three of them would convert to be new customers of an American Express card.”
That thinking led her to leave the corporate world in 2007 to found her own company, SheSpeaks, with one idea in mind, “to help build a stage for women, so that their voices were heard.” To provide impact to those voices, SheSpeaks was set up as a business to help companies, like Proctor & Gamble, American Express, and L’Oreal, better understand female consumers, and how to think differently about marketing to them by tapping the influencers in their social networks.
Enjoy watching Freud as she speaks about her insights and best practices from spending 10 years helping grow the field of influencer marketing.