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Marketing to Your Influencers




         Auren Hoffman
Agenda
• Identifying Influencers
• Engaging Influencers
• Finding More Influencers




                             2
Conventional Wisdom
“Total Customer Value” depends on individual spend


   High               Good               High
   ...
Influencers…
      Have high “Total Referral Value”

 Customers           VIP
                                 W.O.M. and
...
Two Types of Influencers




                           5
Levels of Influence
Depend on friendships…




                         6
Levels of Influence
social persuasion…




                      7
Did You Know?
% of buyers who rely on WOM for purchases:




 Travel and vacation   Computers and software   Dining and re...
Identifying Influencers
How do you find them?
  1. “Share Me” email campaigns – coupon
     redemptions, clicks
  2. Refer...
Identifying Influencers
How do you find them?
  4. Klout scores on Twitter
  5. High friend counts – free queries on
     ...
Engaging Influencers
1. Give away free samples and trials




                                       11
Engaging Influencers
2. Offer invite-only promotions and access
   to special events (and invite friends)




            ...
Engaging Influencers
3. Build a referral program




                              13
Engaging Influencers
4. Ask for feedback (and listen)




                                   14
Engaging Influencers
5. Setup customer service (and other) flags


                     Actor Kevin Smith, kicked off of
 ...
Engaging Influencers
6. Surprise them




                       16
Engaging Influencers
7. Establish a brand advocate program




                                        17
Engaging Influencers
8. Have executives, management call them




                                       18
Finding More Influencers
 • Reach out to happy
   customers
 • Engage people who
   are already
   influential
 • Find peo...
Finally…
 Influencer marketing is not a short cut.

 • Make every customer happy
 • Surpass expectations
 • Be creative
 •...
Questions?

 Rapleaf
 667 Mission St, FL 4
 San Francisco, CA 94105
 www.rapleaf.com

 415-886-7270
 info@rapleaf.com
 Twi...
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Marketing To Your Influencers: Part 1

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With consumer voices playing a bigger and bigger role in a company's brand and reputation, knowing who your most influential brand advocates are has never been more important for your company's growth. This session discusses ways to identify your most valuable customers, how to treat and engage them, and where to find people like them.

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Transcript of "Marketing To Your Influencers: Part 1"

  1. 1. Marketing to Your Influencers Auren Hoffman
  2. 2. Agenda • Identifying Influencers • Engaging Influencers • Finding More Influencers 2
  3. 3. Conventional Wisdom “Total Customer Value” depends on individual spend High Good High Treatment Past and Future Spending Satisfaction Spending 3
  4. 4. Influencers… Have high “Total Referral Value” Customers VIP W.O.M. and with lots of Treatment, many more friends and Special customers impact Promotions 4
  5. 5. Two Types of Influencers 5
  6. 6. Levels of Influence Depend on friendships… 6
  7. 7. Levels of Influence social persuasion… 7
  8. 8. Did You Know? % of buyers who rely on WOM for purchases: Travel and vacation Computers and software Dining and restaurants 22% 38% 67% 8
  9. 9. Identifying Influencers How do you find them? 1. “Share Me” email campaigns – coupon redemptions, clicks 2. Referral awards and programs 3. Reactions to online posts/updates – referral stats from bit.ly links 9
  10. 10. Identifying Influencers How do you find them? 4. Klout scores on Twitter 5. High friend counts – free queries on Rapleaf API trial 6. Building an “Influencer” Score – points for clicks, coupon codes redeemed, etc …now what? 10
  11. 11. Engaging Influencers 1. Give away free samples and trials 11
  12. 12. Engaging Influencers 2. Offer invite-only promotions and access to special events (and invite friends) 12
  13. 13. Engaging Influencers 3. Build a referral program 13
  14. 14. Engaging Influencers 4. Ask for feedback (and listen) 14
  15. 15. Engaging Influencers 5. Setup customer service (and other) flags Actor Kevin Smith, kicked off of plane for being overweight, shared his experience with 1.6 million Twitter followers 15
  16. 16. Engaging Influencers 6. Surprise them 16
  17. 17. Engaging Influencers 7. Establish a brand advocate program 17
  18. 18. Engaging Influencers 8. Have executives, management call them 18
  19. 19. Finding More Influencers • Reach out to happy customers • Engage people who are already influential • Find people who are passionate about similar things 19
  20. 20. Finally… Influencer marketing is not a short cut. • Make every customer happy • Surpass expectations • Be creative • Impress them • Give them things to talk about • Measure results • Stay humble 20
  21. 21. Questions? Rapleaf 667 Mission St, FL 4 San Francisco, CA 94105 www.rapleaf.com 415-886-7270 info@rapleaf.com Twitter: @rapleaf 21
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