Influencer Marketing

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INFLUENCER
MARKETING
Idil Cakim
VP, Interactive Media
GolinHarris

INFLUENCER
MARKETING
Defining Offline and Online Influence
Finding Influencers
Do’s & Don'ts of Influencer Marketing

Online vs. Offline Influence
What constitutes influence?
Perceived knowledge, direct experience, inclination to communicate, reach and impact
Online and offline influence can overlap
Same principles apply: knowledge, network, topic of interest
42 percent of online influencers fit Roper’s definition of traditional influencers (source: clickZ)
But influence may not always translate across channels
Offline: Private networks are harder to detect and penetrate, may take longer for news to spread
Online: Trust is an issue, social media tools accelerate reach, credibility can be established through links to third-parties

Identifying Influencers
What’s influence to you? For your brand? For your industry?
How many influencers can I find?
How do I motivate influencers?
How do I sustain relations with them?

Do
Build trust with authentic communications: Sincere, fast response beats silence
Check influencer status before jumping in to respond to negatives
Recruit enough number of influencers to move the needle
Differentiate between sampling and influencer e-CRM
Plan for success: What will it look like? How will you measure?
Dedicate resources for sustained communications (consider it an investment in crisis and reputation management)

Don’t
Sponsor content without disclosure
Use social media spots for news updates - only
Abandon social media profile areas – have a ‘sunset’ plan
Ignore customer feedback
Wait too long to respond to influencers
Shoot messages blindly – influencers have different interest areas

3 Steps to A Successful Influencer Campaign
1- Recruitment plan and strategy
2- Consideration for the message and call to action
3- Plan for sustained communications

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Influencer Marketing

by Word of Mouth Marketing Association on Feb 28, 2010

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Influencer Marketing — Webinar Transcript