Measuring Influence, Finding the Right
Bloggers and Measuring Success
What We’ll Cover

• Business Strategy -> Blogger Strategy
• How We Think About Influence
• Business Case
• Business Object...
Business Strategy

Success

Inspiration

Instruction

Products

3
©2013 Wilton Brands. All Rights Reserved. The informatio...
How We Think About Influence
Buttercream Icing Recipe
•
•
•
•
•
•

1/2 cup solid vegetable shortening
1/2 cup (1 stick) bu...
How We Think About Influence

Influence = Reach + Engagement

5
©2013 Wilton Brands. All Rights Reserved. The information,...
How We Think About Influence

Reach must be the right kind – it
must match the audience you are
trying to connect with

6
...
How We Think About Influence

Engagement is about whether
the blogger can actually
influence someone to take the
action yo...
Business Case - Our Consumer Segments

8
©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas co...
Business Case – The Opportunity

Work with bloggers and leverage their influence to
reach and engage new consumers and bri...
Business Case – Our Objectives
• Build a more tactical relationship with bloggers
• Reach an audience that we were under-i...
Business Case – What We Did

• Wilton Mom Re-Treat
• Invited 8 bloggers to our
corporate office
• Met with product manager...
Business Case – How We Measured Success
• Could we build a positive and productive tactical
relationship with bloggers?
• ...
Business Case – How We Selected Bloggers
Quantitative
• Website traffic (e.g. Alexa.com, Compete.com,
Quantcast.com)
• Soc...
Business Case – Did We Succeed?

Goal

Achieved?

Tactical
Relationship
Engage Bloggers –
Make them
Successful
Build Aware...
Key Learnings
• Align your blogger strategy with your overall digital marketing
strategy – as your marketing strategy evol...
Q &A

Contact Info:
Tim Bay
tbay@wilton.com
Twitter: @timbay

16
©2013 Wilton Brands. All Rights Reserved. The information...
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Tim Bay VP digital marketing, Wilton on measuring influence

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Tim Bay, VP digital marketing, Wilton talks about how Wilton measures influencers, creates killer blogger programs and measures results.

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Tim Bay VP digital marketing, Wilton on measuring influence

  1. 1. Measuring Influence, Finding the Right Bloggers and Measuring Success
  2. 2. What We’ll Cover • Business Strategy -> Blogger Strategy • How We Think About Influence • Business Case • Business Objectives -> Marketing Objectives • Measures of Influence • Measures of Success •Our Key Learnings •Q&A 2 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  3. 3. Business Strategy Success Inspiration Instruction Products 3 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  4. 4. How We Think About Influence Buttercream Icing Recipe • • • • • • 1/2 cup solid vegetable shortening 1/2 cup (1 stick) butter or margarine softened 1 teaspoon clear vanilla extract Easy-Add clear vanilla extract 4 cups sifted confectioners' sugar (approximately 1 lb.) 2 tablespoons milk If we don’t use all of the ingredients, we won’t achieve the desired result 4 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  5. 5. How We Think About Influence Influence = Reach + Engagement 5 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  6. 6. How We Think About Influence Reach must be the right kind – it must match the audience you are trying to connect with 6 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  7. 7. How We Think About Influence Engagement is about whether the blogger can actually influence someone to take the action you want 7 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  8. 8. Business Case - Our Consumer Segments 8 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  9. 9. Business Case – The Opportunity Work with bloggers and leverage their influence to reach and engage new consumers and bring them into the activity 9 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  10. 10. Business Case – Our Objectives • Build a more tactical relationship with bloggers • Reach an audience that we were under-indexed in – that we didn’t “talk to” as much as we’d like • Communicate the value of our education – how “We Make It Easy…” • Motivate people to take one of our classes … or use our other instruction • Learning from the engagement with those who were part of our target segment – including the bloggers • Build general awareness within this consumer segment of our brand and our value proposition 10 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  11. 11. Business Case – What We Did • Wilton Mom Re-Treat • Invited 8 bloggers to our corporate office • Met with product managers, senior management, decorators, and marketers • Hands-on experience with our products • Took them through an abbreviated version of our classes 11 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  12. 12. Business Case – How We Measured Success • Could we build a positive and productive tactical relationship with bloggers? • Could we get the bloggers excited and engaged? If we couldn’t accomplish that, we weren’t going to get that in their blog posts, mentions, etc. • Can we increase brand awareness? • Can we drive traffic from these blog posts to key areas on our website? • Do we attract engaged visitors to our digital properties as a result? • Do readers of the blog seem interested and excited about what we offer? 12 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  13. 13. Business Case – How We Selected Bloggers Quantitative • Website traffic (e.g. Alexa.com, Compete.com, Quantcast.com) • Social following (Twitter followers, Pinterest followers, etc.) • ‘Digital Footprint’ growth Qualitative • Types of posts • Subject matter of posts • Post quality • # of comments – conversations • Previous work with brands 13 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  14. 14. Business Case – Did We Succeed? Goal Achieved? Tactical Relationship Engage Bloggers – Make them Successful Build Awareness ? Engage Blog Readers Drive Class Registrations ? 14 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  15. 15. Key Learnings • Align your blogger strategy with your overall digital marketing strategy – as your marketing strategy evolves, your blogger strategy should as well • Level set expectations around influencers • Don’t take shortcuts – spend the time to find the right relationships and then nurture those relationships • Recognize all bloggers aren’t the same – they have different backgrounds, different business approaches, etc. • Make it a multi-faceted strategy (not all of your blogger relationships have to be the same) • Identify measures of success before you start - even if they are ‘soft’ measures • Be comfortable with not controlling and dictating the message, but do provide bloggers information on your programs • Engage bloggers in your brand - speak with them, not to them 15 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.
  16. 16. Q &A Contact Info: Tim Bay tbay@wilton.com Twitter: @timbay 16 ©2013 Wilton Brands. All Rights Reserved. The information, concepts, and ideas contained in this presentation are proprietary and confidential. Any disclosure is prohibited.

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