The Journey from Influencer to Advocate
 

Like this? Share it with your network

Share

The Journey from Influencer to Advocate

on

  • 2,283 views

It is likely that your brand already has a segment of influencer relationships achieving advocacy levels, known as Influential Advocates. Our approach evaluates, segments, and prioritizes current ...

It is likely that your brand already has a segment of influencer relationships achieving advocacy levels, known as Influential Advocates. Our approach evaluates, segments, and prioritizes current influencer lists based first on category and audience relevance, then overall reach, and finally, by their ability to spur action from their audience, or resonance. 

Ciceron believes that the best influencers start out with the best of intentions. Our goal is to activate both current and potential influencers early and often. Beyond activation, Ciceron develops engagement plans designed to build and sustain an ongoing relationship that quickly progresses into measurable actions on behalf of a brand.

Statistics

Views

Total Views
2,283
Views on SlideShare
1,134
Embed Views
1,149

Actions

Likes
3
Downloads
40
Comments
0

9 Embeds 1,149

http://www.ciceron.com 911
http://www.scoop.it 202
http://podidoo.com 25
https://twitter.com 4
http://kred.com 2
http://www.google.com 2
http://bundlr.com 1
http://translate.googleusercontent.com 1
http://www.google.gr 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

The Journey from Influencer to Advocate Presentation Transcript

  • 1. Influencer Marketing
  • 2. Ciceron is one the oldest, privately-held digital agencies in the country, having been in business since 1995. Our longevity is a testament to our ability to deliver results for our clients through tumultuous change. Ciceron has remained consistent in producing measurable, sustainable, and extraordinary value for our clients. Turn Influencers into Advocates We believe that people who love your brand will introduce you to your new customers.  Ciceron approaches influencer relationship management as a core component of a brand's journey towards developing long-term advocates. Influencers become advocates for a brand only after they have established a relationship based on mutual trust, respect, and a fair exchange of value.  “Because  of  their  work  on  our   in2luencer  program,  which   Ciceron  developed  from   scratch,  we  created  some   memorable  campaigns  that  not   only  grew  our  social   communities,  conversations   and  engagement  but  our   bottom  line  as  well.”     Sean  Cuthbertson   Online  Marketing  Manager   MLT  Vacations   Sole property of Ciceron, Inc. Corporate Overview 65%  of  brands  participate  in  in2luencer  marketing.     The  true  value  comes  in  turning  the  in2luencers  into  advocates.   Source: Technorati Media 2013 Digital Influence Report
  • 3. Advocacy: We connect you with your brand advocates, create programs and experiences to energize those advocates and convert advocate actions into insights, understanding, and most importantly, business results. Digital Ecosystem Content may not be altered or reproduced without proper attribution to Ciceron. Brand Content Conversation Consumer Insights Business Objectives ExperiencesAdvocacy Strategy website email architecture branded communities mobile SEO / SEM media community management influencer relationships campaign integration recognition program reviews and stories staff training competitive positioning industry positioning target audiences audience touchpoints internal capabilities key performance indicators analytics opt im ization insight s analytics opt im ization insight s Ciceron Digital Ecosystem STRATEGY THAT INFORMS. EXPERIENCES THAT DELIVER. ADVOCACY THAT SCALES. Strategy: We identify the opportunities that arise at the intersection of your business goals, your audience needs and your ability to meet those needs. Experiences: We ensure your existing digital marketing programs are fully optimized, uncover opportunities to add value to your current experience, and set you on a course to achieve advocacy.
  • 4. Influence is more than just a number. It is likely that your brand already has a segment of influencer relationships achieving advocacy levels, known as Influential Advocates. Our approach evaluates, segments, and prioritizes current influencer lists based first on category and audience relevance, then overall reach, and finally, by their ability to spur action from their audience, or resonance.  Intent does not equal action.  Ciceron believes that the best influencers start out with the best of intentions. Our goal is to activate both current and potential influencers early and often. Beyond activation, Ciceron develops engagement plans designed to build and sustain an ongoing relationship that quickly progresses into measurable actions on behalf of a brand. Relationships are built on trust and a fair value exchange. Engaging with influencers solely on a brand's terms will stall the journey from an influencer to an Influential Advocate. Recognizing influencer efforts and integrating them into your business builds trust and reinforces the mutual relationship you are building.   Relationships are based on the overall brand experience. Progression from an occasional influencer to an Influential Advocate does not happen by chance. It is the result of integrated efforts across all channels. The journey from daily interactions from the brand team on social channels, to in-store marketing efforts, to the personal experience and connection they have with your brand, will ultimately determine the overall value and ROI an Influential Advocate can have on your business. The Journey from Influencer to Advocate
  • 5. The Ciceron Approach EFFORT 20% You 80% Ciceron 30% You 70% Ciceron 30% You 70% Ciceron 40% You 60% Ciceron • Identify target customers and their factors of influence • Identify influential conversations and communities where your target customers reside • Map influencer persona(s) to target customer needs • Map desired influencer actions to business goals Identify • Identify and recruit influencers that fit the persona(s) • Create experiences to activate and energize influencers • Build relationships with influencers by offering something of value Activate • Encourage and enable easy sharing of brand messages to influencers’ network of fans and followers • Integrate influencers into your business Scale • Convert influencer actions into meaningful and actionable insights • Leverage insights to identify additional relevant influencers and provide guidance on future initiatives Optimize
  • 6. Source: Technorati Media 2013 Digital Influence Report 20% 27% 27% 28% 31% 31% 34% 56% Google+ LinkedIn YouTube Forums Facebook BLOGS Brand Sites Retail Sites Influencers Rally & Inspire Readers ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE Blogs  tie  with   Facebook  as  the     #1  social  resource   most  likely  to     in2luence  a  purchase  
  • 7. Source: Technorati Media 2013 Digital Influence Report 20% 22% 24% 33% 38% 38% 50% 68% Lack of standards in contracts, requirements, etc. Number of inbound requests from brands Brands not coming through with negotiated payments/products Miscommunications or excessive back and forth with the brand rep Negotiating rates Brands not listening to your ideas about content that works for your audience Number of irrelevant incoming pitches Expectations by brands that my time is free It  is  our  focus  on  identifying,  segmenting,  and  developing  meaningful  relationships  with  in2luencers     that  progress  along  a  relationship  continuum,  ultimately  resulting  in  advocacy  for  your  brand.   Build a Meaningful Relationship INFLUENCER’S PAIN POINT WHEN WORKING WITH BRANDS
  • 8. ü  Identify and introduce new customers ü  Share brand content ü  Scale brand campaigns and promotions ü  Create original content (videos, photos, etc.) ü  Interact/respond to prospective customer questions ü  Share their experiences through stories ü  Make referrals and recommendations ü  Share ratings and reviews ü  Create testimonials ü  Assist in product development Consumer  trust  is  58%   higher  for  experts  and     peers  when  forming     opinions  about  brands   What Can Influencers Do For You? Source: 2013 Edelman Trust Barometer
  • 9. Sample Work: Feeding America INFLUENCERS “DONATE” THEIR VOICE TO SUPPORT THE HUNGER ISSUE Ciceron developed a series of mini- campaigns to generate awareness of the hunger issue and encouraged influencers to “donate your voice.” Influencers had access to social content, videos, images and statistics that they were asks to share with their network of family, friends and social connections. Inspired influencers… •  Drove 5.3MM impressions •  Contributed to providing 120,000 meals to those in need •  Inspired nearly 60,000 views of their PSA video
  • 10. Sample Work: Delta Vacations INFLUENCERS PROVIDE ADDITIONAL EXPOSURE TO SOCIAL CAMPAIGN LAUNCHES Ciceron identified key influencers within the travel, wedding and deal seeking communities to support and promote the Winter Sale and Social Fan Acquisition campaigns. Activated and engaged influencers helped deliver over 250,000 impression during the first week alone. Influencers continued their support throughout the campaigns by assisting in the growth of Delta Vacation’s fan base by 6,000 and boosting the average Facebook revenue by 45%.
  • 11. Sample Work: Radisson Blu Aqua INFLUENCERS CONTRIBUTE TO A SUCCESSFUL OPENING EVENT Ciceron created and executed a launch event that focused on targeting the right influencers to ensure the event was a success. Local VIP event influencers drove 260,000 impressions in two days Influencer activation and engagement helped to drive 20MM impression over a 2-month period Activated influencers continue to engage through social conversations and content, driving reach and impressions for the brand
  • 12. Ciceron Influencer Marketing Services Include: ü  Influencer Engagement Strategy ü  Influencer Relationship Management ü  Referral & Loyalty Programs ü  Rewards & Recognition Programs ü  Reputation Management Services ü  Staff Training, Policies & Corporate Integration ü  Day-to-Day Management, Execution, Measurement, Insights & Program Optimization ü  Advocacy Strategy ü  Advocate Identification & Personas ü  Advocacy & Brand Ambassador Programs Contact Us Today info@ciceron.com 612.204.1919 Turn Influencers into Advocates