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Identifying & Engaging influencers
 

Identifying & Engaging influencers

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Influencer marketing can be one of the valuable tools in your marketing arsenal. If done correctly, it can help drive positive word of mouth recommendations for your business. ...

Influencer marketing can be one of the valuable tools in your marketing arsenal. If done correctly, it can help drive positive word of mouth recommendations for your business.

This deck includes engagement tips and statistics on recommendation relay rates.

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Identifying & Engaging influencers Identifying & Engaging influencers Presentation Transcript

  • IDENTIFYING & ENGAGING INFLUENCERS Hello!Your trusty presenter: Carin Galletta Oliver @InkFoundry carin@inkfoundry.com Find the most influential individuals for your company
  • WHY INFLUENCER MARKETING✤ Influencers are the biggest revenue resource for your company✤ Reduces marketing resource waste✤ Empowers your biggest fans✤ Amplifies positive word of mouth✤ Generates offline action
  • TRUST DRIVES PURCHASECONSUMER TRUST BY CHANNEL Recommendations from people known 70% 70% ? Consumer opinions posted online Brand websites 69% Editorial content Emails signed up for 90% 54% Search engine results ads 41%When it comes topurchase recommendations,consumers trust friendsmore than any other source. Source: The Nielsen Company
  • WHAT IS INFLUENCER MARKETING The Word of Mouth Marketing Association defines an influencer as:A person who has a greater than average reach or impact through word ofmouth in a relevant marketplace.WOMMA defines influencer marketing as:Influencer marketing is when a marketer identifies, seeks out, and engageswith influencers in support of a business objective. 
  • 17% 17% drive 50+% of purchasesINFLUENCERS MATTERThe Keller Fay Group recently reported influencers account for approximately 17 percent of the population, but they are responsible for driving billions in annualrevenue. A recent Ink Foundry survey of frequent diners indicates more than 50 percent of dining decisions are made because of a recommendation from a family, friendor coworker.
  • RECOMMENDATION RELAY RATES ACTIVATING INFLUENCERS CAN STRENGTHEN TOTAL REACH 6388 people YOUR MARKETING BUDGET GEN TWO 4898 people Average Pass Along: 3.66 per person GEN ONE 1340 people Average Pass Along: 8.93 per person START 150 people Source: Dr. Walter J. Carl - Northeastern University
  • DOES POPULARITY RULE?✤ Old vs. New✤ High School Cheerleader Model vs. Contextual Influence✤ Old thinking believed that if the popular high school cheerleader liked something then everyone else would too. Influence was thought to act like an umbrella and cover everything.✤ We know better now: The most influential marketer in a consumers life is a credible peer in their social sphere with demonstrated authority and passion in a particular category.✤ Influence is contextual
  • STEAK Vegetarian = low context = no product passion = untrusted in category = no experience UNLIKELY TO INFLUENCE A STEAKHOUSE VISIT FASHION Boutique owner = high context =passionate product user = trusted in category = loads of experience LIKELY TO INFLUENCE A FASHION PURCHASEINFLUENCE IN CONTEXTDifferent communities have different needs and leaders
  • BRAND PARAMETERS DETERMINE INFLUENCE✤ Your brand determines who is most influential for you✤ Example: ✤ Fleming’s Prime Steakhouse & Winebar goals & profile ✤ Position: Female friendly ✤ Target: Freshmen foodies ✤ Goal: Reach new audiences
  • WHO IS MORE INFLUENTIAL? The FoodAprecianado VS. WineBratSF• Not on any ‘tops’ lists • Appears on several ‘tops’ lists• Lightly trafficked blog • Popular blog, more followers• Small digital footprint • Very engaged community• Very engaged community • Skeptical of chain restaurants• Generally glowing reviews • Several negative reviews• Casual dining aficionado • Posts about extremely high brow wines and restaurantsLikely to be a Fleming’s influencer NOT a Fleming’s influencer
  • INFLUENCER TOOL BELT REQUIRED✤ Use listening and search tools to find influencers.✤ Most social media tracking tools identify influential sites and not influential individuals.✤ You’ll need to combine data sets and analyze results to find individuals.
  • Find Listen Evaluate Hey man, Use your head!TOOLS WE USE
  • EVALUATING INFLUENCERS 1. Identify top category communities: weight some more than others 2. Active individuals: Who is engaging? 3. Sentiment: Look for mostly positive posters 4. Authority & Volume: Engagement with others is key (loud & chatty doesn’t equal authority) 5. Passion: Look for effusive language 6. Location: Are they within your company’s area of influence
  • Tips For Engaging InfluencersDifferent Strokes for Different Folks Photo: Vintage Ty & Laramie, courtesy of Ward Swan
  • KNOW YOUR INFLUENCER✤ Research, research, research✤ Listen, listen, listen before contacting them✤ Do they work with a competitor?✤ Is there anything in their posts that would come back to bite you?✤ Many bloggers list instructions on how they would like to be contacted & worked with, read the about page✤ Save yourself some embarrassing moments by doing your due diligence
  • 7 ENGAGEMENT TIPS1. Provide value: What value do you bring to them?2. Understand platform etiquette: Know the rules of the social channel you are contacting them on3. Introduce yourself: On whose behalf are you contacting them4. Make it personal: Send a note citing something you liked about their blog or posts5. Be clear: Don’t make them guess what you want6. It’s all about them: Tell them why you chose them7. Don’t pester: No amount of follow up will earn your brand a recommendation if they didn’t like the experience
  • FTC DISCLOSURES✤ Ensure your influencers follow the FTC Guidelines for adequate disclosure✤ Those guidelines include: ✤ Disclosing ANY material relationship they have with your company ✤ Example: ✤ I received a bottle of wine to review for this blog.✤ The FTC holds brands responsible for bloggers who don’t disclose
  • ENGAGING DIFFERENT INFLUENCERTYPES✤ Hidden influencers ✤ The most valuable of all influencers ✤ Reach extends to social groups, marketers otherwise can’t reach ✤ Product passion drives their recommendations ✤ Friends, family and co-workers actively seek them out ✤ Engagement tip: Provide an exclusive WOW experience
  • ENGAGING DIFFERENT INFLUENCERTYPES✤ Bloggers ✤ Bloggers are rising in influence in many categories ✤ Fairly easy to evaluate using tools (including your own analysis) ✤ Access to large groups via social footprint ✤ Engagement tips: Give them plenty of time to participate, provide a way to help them get traffic to their site.
  • ENGAGING DIFFERENT INFLUENCERTYPES✤ Gatekeepers ✤ May never spend a dime with you, but can be responsible for significant revenue ✤ Characterized by having unique access to the decision maker, a proprietary way to reach them, as well as, a compelling motive to make the recommendation ✤ They have the most to lose ✤ Engagement tip: Be the safe choice for them and make them feel valued
  • BRAND DETRACTORS✤ Next webinar: Responding to negative posts on social networks✤ February 23, 2012 @ noon
  • QUESTIONS?Thanks!You can also email me atcarin@inkfoundry.com