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Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
Implementing an Influencer Marketing Program
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Implementing an Influencer Marketing Program

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A quick overview of applying Influencer Marketing to social media campaigns.

A quick overview of applying Influencer Marketing to social media campaigns.

Published in: Social Media, Business, Technology
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  • 1. INFLUENCER MARKETING
  • 2. Since the Social Web is powered by conversations and personalities, a Brand’s efforts must be rooted in relationship building through active participation, cultivation, and nurturing. The new social initiative must recognize the stature and influence of those influencers it is hoping to connect with as well as to fuel the sharing of the Brand’s news, activities, and events across the social graph. When considering an Influencer Marketing program, online influencers can be efficiently identified using a series of search tools readily available, however, engaging with influencers in a meaningful way is an art and science unto itself. A Brand can not simply ‘pitch’ potential influencers or ask them to retweet, post, or comment on its activities. In social media, Brands must lead by example. The social web is powered by the practice of ‘paying it forward’. Part of the success will require active reciprocation and recognition of those who comment on Facebook and Tweet on Twitter – to show that we are listening. Savvy Brands understand this process is an investment. One which the investment requires time and patience with an overwhelming commitment to build a two-way dialogue. There is no ‘absolute’ way to engage with influencers. Each Brand is different and may take different approaches through experimentation to find the best strategies and tactics to produce the most desirable results. The following should help explain some of the key basics for an Influencer Marketing program, along with identifying some key ‘best practices’ for reaching key influencers. The information contained herein should only be viewed as a starting point, where continuing efforts will grow and evolve as expertise and the program matures. PAY IT FORWARD
  • 3. Influence noun [in-floo-uhns] the ability to cause desirable and measurable actions and outcomes INFLUENCE
  • 4. Exposure . Engagement . Influence . Action Influencer  It can help drive the social media execution.  It can be a core part of a search engine optimization strategy.  Ultimately, if done correctly, it will drive sales and position a Brand as one of the leading experts in the field. Why is an influencer strategy so important ? INFLUENCER
  • 5. There are three categories of influencers. Each have value for a Brand and its marketing efforts. Pyramid structure does have an implied hierarchy with the size of the Influencer population for each category dependent on the Brand’s market and consumer demographics. numberofinfluencersscale Social Broadcasters Mass Influencers Mass Connectors & Mass Mavens Potential Influencers Source: Forrester Research UNDERSTANDING INFLUENCERS
  • 6. Social Broadcasters Mass Influencers Mass Connectors & Mass Mavens Potential Influencers Source: Forrester Research INFLUENCER NUANCES Engage with Reward with Marketing Value
  • 7. Social Broadcasters Bloggers and pundits who have wide reach and offer an avenue for elevating awareness of programs and products to cultivated audiences. Influencers of this type can be categorized across the social spectrum as A-List, magic middle, or long-tail influencers. These influencers are appealing because of their large followings, but they tend to assist more with awareness than with preference.Source: Forrester Research SOCIAL BROADCASTERS
  • 8. Mass Influencers Mass Connectors & Mass Mavens Dominate the online discussions about products and are responsible for 80% of the influence impressions and posts about products and services in social channels. Mass Connectors are social media users who create a great number of impressions (influencer impressions) about brands and services in social networks, like Twitter and Facebook, and Mass Mavens are individuals who create and share content (influencer posts) about products and services in other social channels such as YouTube, blogs, forums, or ratings and review sites. Source: Forrester Research MASS INFLUENCERS
  • 9. Potential Influencers The vast majority of social media users who have modest networks rich with trust. They are consumers who have networks comprised largely of people they know offline and who trust them which offers the potential to sustain viral marketing. Source: Forrester Research POTENTIAL INFLUENCERS
  • 10. Reach Proximity Expertise Relevancy Credibility Trust Influence Behavior P I L L A R S O F I N F L U E N C E Source: David Armano Six significant factors used to analyze and rank influence. Outcome DEFINING INFLUENCE
  • 11. Keywords – words, tags and variants relevant to the Brand and its market are used to isolate potential influencers of note Social Tools – a combination of tools are used to research and identify influencer candidates via qualitative and quantitative analysis Parsing & Ranking – candidates are methodically evaluated based on a set of pre-defined filters and parameters (Pillars of Influence) and ranked as to influence Brand Monitoring – as an ongoing effort, listening to the Brand or market conversation identifies additional vetted influencers Grouping – an IMS (influencer management system) categorizes influencers into groups for developing unique engagement approaches and opportunities All Brands have social characteristics which can be used to research influencers. IDENTIFYING INFLUENCERS
  • 12. Many campaigns may require geo-targeting influencers by world geography. Geo-targeting is a proven strategy where emphasis is placed on markets of greater appeal. However, the Social Web in itself is a global web. Regardless of where conversations may be initiated, any conversation can easily travel and find resonance in any corner around the world supporting a holistic effort. When choosing to geo-target influencers, all geographies may not necessarily be created equal in social relevance. Therefore, the degree of using geo-targeting and the priorities of it for select geographies need to be considered carefully with emphasis placed on geographies that have the greatest potential impact and benefit. GEOGRAPHIC CONSIDERATIONS
  • 13. SOCIAL BROADCASTERS are bloggers and pundits who have wide reach and offer an avenue for elevating awareness of programs and products to cultivated audiences.  Be a valued resource, comment on posts, re-tweet tweets, participate, interact, engage - comment with helpful information (not sales) after you understand their perspective  Build goodwill by offering special benefits, exclusivity, appreciation gestures to make them feel important as a way to cultivate increased loyalty  Contribute (offer) content to stimulate and expand the social broadcaster’s own community and follower appeal  Package branded content into comprehensive and easy to integrate vehicles for sharing and including into posts and threads  Co-collaborate on special projects and programs, co-host or sponsor webinars and special events  Continually conduct host briefings with influencers as news is available  Where appropriate, support influencers as advertisers  Form an advisory board for special projects among leading influencers and bloggers ENGAGEMENT BEST PRACTICES REVEALED
  • 14. MASS INFLUENCERS are social media users who create a great number of impressions, or are individuals who create and share content about products and services .  Develop an engaging and inviting social persona  Follow and Friend influencers on social platforms of choice: ask them to reciprocate and make them feel part of an exclusive club  Be a valued community member: comment on posts, re-tweet tweets, share content, participate, interact, engage - comment with helpful information (not sales) after you understand their perspective  Build goodwill by offering exclusive opportunities, special offers, unique content, and appreciation gestures to make them feel important as a way to cultivate increased loyalty  Offer loyalty incentives and rewards  Build Brand ambassadorships with personalities of note  Continually ask for opinions, feedback, surveys with recognition  Reinforce a genuine sense of community appreciation with frequent recognition ENGAGEMENT BEST PRACTICES REVEALED
  • 15. POTENTIAL INFLUENCERS are the vast majority of social media users who have modest networks rich with trust.  Develop an engaging and inviting social persona  Build a vibrant community by following and friending influencers on social platforms of choice  Engage often with the communities by participating and interacting: respond and comment to posts, re-tweet tweets, send @replies and DMs, answer questions, offer loyalty incentives and rewards  Develop social programs, applications and content to build lasting Brand loyalty  Continually ask for opinions, feedback, surveys with recognition  Structure social platforms with complete transparency and openness to allow community members to contribute publicly comments, values, beliefs and sharable content  Build social destinations to offer a steady flow of consistent fresh consumable Branded content that reinforces the lifestyle experience  Develop additional content and discussions that are relevant to the interests of the targeted demographic (social characteristics) and which the topics are already being discussed in social circles  Seek opportunities to cross-promote social assets and to collect community information for integration with all forms of marketing  Reinforce a genuine sense of community appreciation with frequent recognition ENGAGEMENT BEST PRACTICES REVEALED
  • 16. Activation Program Architecture
  • 17.  Define goals for the program  Define key performance indicators (KPI) and overall metrics to measure success  Develop and test Keyword sets to form basis of initial research  Select tool set and conduct analysis for geographies  Parse, categorize and rank the Social Broadcaster and Mass Influencers into an Influencer Management System (IMS) by geography  Begin isolating key Potential Influencers – parse, categorize and rank PHASE ONE BUILDING THE FOUNDATION
  • 18.  Architect engagement mechanisms for the influencer categories (and as needed rank hierarchy)  Develop the creative and programming (social influencer campaigns, programming, objects and assets)  Define the timeline of implementation  Define additional milestones, metrics, KPIs, and measurement cycles  Define ownerships of implementation responsibilities PHASE TWO DEFINING BEST PRACTICES
  • 19.  Execute and manage defined timeline per ownership responsibilities  Analyze performance metrics in pre-planned cycles  Make early adjustments and refinements as needed for greater impact and influence  Use a Listening program to continually re-assess influencers and/or add influencers  Continue to isolate top-tier Potential Influencers – categorize into the IMS system – develop additional outreach programs  Perform a comprehensive 90 or 180 day program review – assess new strategies and creative to improve overall performance PHASE THREE PROGRAM EXECUTION
  • 20. Daniel McKean . danielmckean@gmail.com . 949 338 4762

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