Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

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Building an effective Influencer Marketing Strategy

Building an effective Influencer Marketing Strategy

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  • 1. www.augure.com | Blog. blog.augure.com | : @augureRepMgmt Webinar Building an effective Influencer Marketing Strategy April 8, 2014 @augureRepMgmt #InfluenceMarketing
  • 2. 2www.augure.comPresentation Title Kim Celestre of Forrester research serves Marketing Leaders. Her analysis on social trends, challenges, and best practices helps marketers create social strategies and tactics that deliver value to their prospects and customers. Michael Jaïs Co-founder and CEO of Augure. He previously worked for Accenture, Thomson Multimedia and founded the startup Leonard’s Logic successfully sold to Hummingbird in 1999. He holds a Master degree in Economics and Finance from Science Po Paris, where he is currently giving lectures in a Master of Digital Marketing.
  • 3. 3www.augure.comPresentation Title Agenda 1- From strategic planning to influencer engagement 2- The 3 main challenges of Influencer Marketing… and some tips to overtake them 3- Questions & Answers 25’. 25’. 10’
  • 4. 4www.augure.comPresentation Title Agenda 1- From strategic planning to influencer engagement 2- The 3 main challenges of Influencer Marketing… and some tips to overtake them 3- Questions & Answers 25’. 25’. 10’
  • 5. 5www.augure.comPresentation Title Agenda 1- From strategic planning to influencer engagement 2- The 3 main challenges of Influencer Marketing… and some tips to overtake them 3- Questions & Answers 25’. 25’. 10’
  • 6. 6www.augure.comPresentation Title Focus groups with PR and marketing practitioners, Influencers, …
  • 7. 7www.augure.comPresentation Title The 3 Main Challenges of Influencer Marketing (according to the Influencer Marketing status report 2014*) 61% IDENTIFY their influencers 56% BUILD RELATONSHIP with their influencers 44% MEASURE the outcome of their Influencer Marketing programs * Survey conducted with 650 Marketing and PR practitioners in January 2014
  • 8. www.augure.com | Blog. blog.augure.com | : @augureFR Identify your influencers… and get to know them before you engage! 1st challenge
  • 9. 9www.augure.comPresentation Title Who are they?
  • 10. 10www.augure.comPresentation Title Influence? Popularity High Klout Score Some common mistakes or =
  • 11. 11www.augure.comPresentation Title Reach vs Affinity
  • 12. 12www.augure.comPresentation Title Identify key Influencers on your topics Use keyword searches on your brand, competitors, products, events or trending subjects Get contextual results ranked according to AIR influence algorithm
  • 13. 13www.augure.comPresentation Title Start from the influencer you know and find those who write on the same topics Identify influencers according to their affinity
  • 14. 14www.augure.comPresentation Title Get to know them What are his topics of interests? How did he build his digital influence on your topics? What are his relevant articles and posts related to your topic? On which channels can you engage with him?
  • 15. 15www.augure.comPresentation Title Stay connected Keep in touch with your influencers daily updates
  • 16. www.augure.com | Blog. blog.augure.com | : @augureFR Build a long-term relationship with your influencers from awareness to collaboration 2nd challenge
  • 17. 17www.augure.comPresentation Title What do influencers really value from brands?
  • 18. 18www.augure.comPresentation Title Start by sharing your contents… Track what works… and what doesn’t Share your stories on every channel
  • 19. 19www.augure.comPresentation Title Share experiences Organize events, webinars… Let them test your product
  • 20. 20www.augure.comPresentation Title Build sustainable relationships Build an history of your relationship, and see how her level of engagement with your brand is improving
  • 21. www.augure.com | Blog. blog.augure.com | : @augureFR Measure your results and leverage the business value of your influencers 3rd challenge
  • 22. 22www.augure.comPresentation Title Reach Keep in touch with your influencers daily updates
  • 23. 23www.augure.comPresentation Title Resonance
  • 24. 24www.augure.comPresentation Title Analyze your influencer’s lifecycle Identified / Targeted Engaged Active Business Value / ROI ($) Which influencer fit into my strategy? What level of engagement does the influencer have with my brand? How does the influencer respond? What is influencers’ contribution to the business? • Exposure • Share of Voice • Echo On a given topic • Visit company website • Download a content • Attend an event • Request a loan • …. • Mentions my brands / products in his blog posts, tweets, … • Backlinks to the company website, blog, social accounts… • # sales leads generated from his refferals • Amount ($) of won opportunities
  • 25. 25www.augure.comPresentation Title Agenda 1- From strategic planning to influencer engagement 2- The 3 main challenges of Influencer Marketing… and some tips to overtake them 3- Questions & Answers 25’. 25’. 10’
  • 26. AUGURE SPAIN C/ Orense 25 28020 Madrid- www.augure.com www.augure.com blog.augure.com @augurespain Thank you!