Looking to grow your mobile audience? Consider using influencers as a part of your User Acquisition strategy. Presented at MoDevEast Dec 2013

1. @staertow
@mtomconsulting
Andrea Henry - www.mtomconsulting.com - @staertow

2. @staertow
@mtomconsulting
#modeveast

3. @staertow
@mtomconsulting
§ Partnering with key influencers to co-create digital content that is
engaging and meaningful to consumers
§ Celebrity endorsement, contextual storytelling, link building,
Twitter chats, etc.
§ Part of a comprehensive user acquisition strategy
§ Ignore Influencer Marketing at your peril
“A Brand is no longer what we
tell the customer it is, it is what
customers tell each other it is.”
Scott Cook, CEO, Intuit

4. @staertow
@mtomconsulting

5. @staertow
@mtomconsulting
It’s not just about “Likes”
Consumer preferences
• To drive brand awareness
•
•
•
•
and traffic to your site, event
or app
To test features, price points
and get to know the target
market
To broadcast news –
leverage celebrity
recommendations
Content creation
To answer customer
questions

6. @staertow
@mtomconsulting
Create a sponsored post that is not a
commercial, grabs the reader, and keeps
him or her coming back?

7. @staertow
@mtomconsulting
Find the right bloggers and make it authentic
and personal

8. @staertow
@mtomconsulting
§ Post is about EasyPaint, in the
context of the author’s
emotional journey to move
her Mom to an Assisted
Living Facility – hardly a
commercial
§ Results-
§ Excellent ROI in terms of new
jobs posted
§ Material increase in painter
partners
§ Site traffic doubled for two
consecutive days
§ Meaningful increase in FB
likes

9. @staertow
@mtomconsulting
q BEFORE
q What are your goals?
q Craft messaging (used to
inform bloggers).
q What’s the offer or Call to
Action?
q What incentive can you offer?
q What does success look like?
q Metrics? Check out 3rd party
platform options.
q Identify potential bloggers
q Clearly communicate your
expectations and
compensation
q Finalize bloggers
q DURING
q Confirm proper disclosures
are in place
q Share the content
q Monitor comments
q Respond
q How many contest entries do
you have?
q AFTER
q Measure results
q Fulfill contest prize
q Pay blogger
q Share winner information
q Integrate the content into your
marketing
q Email and re-target

10. @staertow
@mtomconsulting
• Calls out a
n on
As see vice
d
Mom A
13
12/11/
benefit over
traditional
methods
• Solves a problem
• Includes call to
action with
incentive
• Point to
monetization
events for
positive ROI

11. Reader comments
@staertow
@mtomconsulting
• Two way dialogue
with readers
• Peer validation &
recommendation
• Proven awareness
driver: several
commenters said “I
never knew this
existed”

12. @staertow
@mtomconsulting
§ Enticing and true to goals
§ Use tools like Rafflecopter
to layer in secondary
benefits such as email
capture, Facebook likes etc.
§ Make sure you use a
mobile-friendly link when
promoting!

13. @staertow
@mtomconsulting
•
Establish baseline and
target success metrics
in advance
•
Track posts, clicks,
shares, tweets, and
comments by platform
•
Track true impressions
and engagement by
influencer
•
Track number of emails
captured, increase in
social media following,
downloads, etc.

14. @staertow
@mtomconsulting
•
Website UVs – but not
only UVs
•
Content relevance
•
Post frequency
•
Audience date
•
Content quality
•
Audience engagement
•
Ask questions- what’s
included? What’s
expected? Compensate
accordingly.

15. @staertow
@mtomconsulting
•
Get to know the
influencers in your
target market
•
Encourage them to be
authentic
•
Transparency is
important- a sponsored
post MUST be called
out
•
Give credit where due
•
Think “always on” –
check the comments
and social chatter
frequently and
respond!

16. @staertow
@mtomconsulting

17. @staertow
@mtomconsulting
§ Incorporate influencer marketing
§ Work the checklist
§ Feed content into your brand assets
§ Keep up with your tribe