Influencer Marketing: Engaging Online Influencers

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This is my presentation as held on The Social Experiment on october 6th 2011. …

This is my presentation as held on The Social Experiment on october 6th 2011.

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  • 1. Influencer Marketing “Engaging Online Influencers” N I M A’s T h e S o c i a l E x p e r i m e n t 6 oktober 2011 C O P Y R I G H T 3 S I X T Y F I V E B . V.vrijdag 7 oktober 11
  • 2. INTRODUCTION very shortvrijdag 7 oktober 11
  • 3. INTRODUCTION e-business online media interactive / social social strategy social strategyvrijdag 7 oktober 11
  • 4. MANAGEMENT John Meulemans Nicole Niemann Paolo Martorino Strategy & technology Strategy & business development Strategy & concepts Managing Partner Managing Partner Managing Partner S P E C I A LT I E S Social Analyst Project Leader Strategy Director Social Media Specialist Account Director Digital Developer Creative Director Webcare Specialist User Experience Designer D I S C I P L I N E S Social Identification Social Social Social Internal Monitoring Influentials Strategy Alignment Programs Embeddingvrijdag 7 oktober 11
  • 5. @j0hn #tse11vrijdag 7 oktober 11
  • 6. CONTENTSE T I N G INFLUENCER MARK 1 DEFINITION BUZZ 2 WHAT’S THE 3 INFLUENCER MARKETING 4 IDENTIFICATION 5 PRESENTATION 6 INFLUENCER OUTREACH 7 RECAPvrijdag 7 oktober 11
  • 7. INTERACTIVE #WHAT’S IN IT FOR YOU?vrijdag 7 oktober 11
  • 8. De fini tionvrijdag 7 oktober 11
  • 9. WHAT DO YOU THINKvrijdag 7 oktober 11
  • 10. DEFINITION W H AT A R E T H E Y ? Were talking online influencers, people that have influence that starts, but is not limited to online, like blogs, microblogs or other social media platforms. “Influencers are individuals that are trusted by the public. Authorities in a certain area of expertise which gives them credibility. These people can be bloggers, journalists, editors, professors, scientists, politicians and sometimes even celebrities.”vrijdag 7 oktober 11
  • 11. DEFINITIONU T I T NOTHING NEW ABO Big difference: Nowadays it has to be authenthic. Check video: http://www.youtube.com/watch?v=gCMzjJjuxQIvrijdag 7 oktober 11
  • 12. DEFINITION N O T O N LY P E O P L E “Besides influential people, there are also influential places on the web, places where people talk about your brand, products or your business. We call these places hotspots and they come in different flavors.” ‣Online Press ‣(Micro) Blogs ‣Online News Outlets ‣Social Networks ‣Special Interest Sites ‣Communities & Forums ‣Photo & Video Sharing Portalsvrijdag 7 oktober 11
  • 13. What’s the buzz?vrijdag 7 oktober 11
  • 14. WHAT’STTHE BUZZ IT’S ABOUT 3 ’S But actually I meant...vrijdag 7 oktober 11
  • 15. TRUST IT’S GONEvrijdag 7 oktober 11
  • 16. TALKS IT’S ALL ABOUT CONVERSATIONSvrijdag 7 oktober 11
  • 17. TRANSPARENCY IT’S EVERYWHEREvrijdag 7 oktober 11
  • 18. WHAT’S THE BUZZ TRUSTvrijdag 7 oktober 11
  • 19. WHAT’S THE BUZZ TRUST Do we really see them? Source: Edelman 2009vrijdag 7 oktober 11
  • 20. WHAT’S THE BUZZ TRUST Underpromise, overdeliver? R.I.P. Steve Jobsvrijdag 7 oktober 11
  • 21. WHAT’S THE BUZZ TA L K S We share ANYTHINGvrijdag 7 oktober 11
  • 22. WHAT’S THE BUZZ TA L K S A new culture of sharing ‘information’: 1: Worldwide growth of the internet population 2: Massive growth in use of social networking 3: Increase of sharing in generalvrijdag 7 oktober 11
  • 23. WHAT’S THE BUZZ TA L K S Member of at least ONE social network 79% 21% 16-25 year 91% (CBS) Source: Insites 2010vrijdag 7 oktober 11
  • 24. WHAT’S THE BUZZ TA L K S WHY? 33% - The experience is so novel and pleasurable that it must be shared 24% - Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a pioneer, have inside information, seek confirmation of a persons own judgment, or assert superiority. 20% - To reach out and help to express neighbourliness, caring, and friendship. 20% - The message is so humorous or informative that it deserves sharing. Ernest Dichter Word of Mouth Motivation Research 1950vrijdag 7 oktober 11
  • 25. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  • 26. WHAT’S THE BUZZ T R A N S PA R E N C Y “Websites where people connect and exchange information in order to get what they want from each other instead of companies.”vrijdag 7 oktober 11
  • 27. WHAT DOES THIS MEAN?vrijdag 7 oktober 11
  • 28. WHAT’S THE BUZZ T R A N S PA R E N C Y “Websites where people connect and exchange information in order to get what they want from each other instead of companies.” CONSUMER IN CONTROLvrijdag 7 oktober 11
  • 29. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  • 30. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  • 31. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  • 32. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  • 33. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  • 34. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  • 35. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  • 36. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  • 37. OK HOW MANY PEOPLE ARE GOING TO USE THIS?vrijdag 7 oktober 11
  • 38. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  • 39. RATING PICKLES WHO THINKS WE ARE GOING TO DO THAT?vrijdag 7 oktober 11
  • 40. WHAT’SCTHE BUZZ T R A N S PA R E N Yvrijdag 7 oktober 11
  • 41. WHAT’SCTHE BUZZ T R A N S PA R E N Y And we’re not nearly seeing te end of it.vrijdag 7 oktober 11
  • 42. WHAT’SCTHE BUZZ T R A N S PA R E N Y Better make sure what they say is positivevrijdag 7 oktober 11
  • 43. PUT your hands upvrijdag 7 oktober 11
  • 44. TRUST YOU’LL HAVE TO WINvrijdag 7 oktober 11
  • 45. TALKS YOU SHOULD JOIN THE CONVERSATIONvrijdag 7 oktober 11
  • 46. TRANSPARENCY ROLL WITH ITvrijdag 7 oktober 11
  • 47. Influencer marketing .vrijdag 7 oktober 11
  • 48. INFLUENCER MARKETING WHY 76% of people think companies lie in ads Edelman Trust Barometer 2009vrijdag 7 oktober 11
  • 49. INFLUENCER MARKETING WHY 3.000 the average number of ads we see every day and we only remember 5vrijdag 7 oktober 11
  • 50. INFLUENCER MARKETING WHY 70% of people trust experts more than friends. (Source: Edelman Trust Barometer 2011)vrijdag 7 oktober 11
  • 51. HOW CAN YOU MEASURE INFLUENCE?vrijdag 7 oktober 11
  • 52. INFLUENCER MARKETING TOOLS Handy! Right?vrijdag 7 oktober 11
  • 53. INFLUENCER MARKETING TOOLS Handy! Right?vrijdag 7 oktober 11
  • 54. CASE VIRGIN & KLOUTvrijdag 7 oktober 11
  • 55. CASE SPOTIFY & KLOUTvrijdag 7 oktober 11
  • 56. INFLUENCER MARKETING S O U N D S FA M I L I A I R ? SOUNDS LIKEvrijdag 7 oktober 11
  • 57. INFLUENCER MARKETING W H AT ’ S E V E N W O R S E . . . THEY MAKE YOU SCREAM ABOUT ITvrijdag 7 oktober 11
  • 58. CASE THE WIZARDING WORLD OF HARRY POTTER BIG Plans BIG Budget 7 People Webcast 350 M Peoplevrijdag 7 oktober 11
  • 59. INFLUENCER MARKETING I T ’ S A S H I F T I N C O M M U N I C AT I O N Bought Owned Owned Earned Bought media media media media media Earned media Website Buzz Ads Email Posts Seeding Facebook page RT’s Spots Twitter account Traditional Modelvrijdag 7 oktober 11
  • 60. SO WHY do brands still spend so much on advertising?vrijdag 7 oktober 11
  • 61. Influencer identificationvrijdag 7 oktober 11
  • 62. IDENTIFICATION OF INFLUENCERS It all starts with one question...vrijdag 7 oktober 11
  • 63. IDENTIFICATION OF INFLUENCERS How do you measure influence?vrijdag 7 oktober 11
  • 64. IDENTIFICATION OF INFLUENCERSvrijdag 7 oktober 11
  • 65. IDENTIFICATION OF INFLUENCERS Network Growth Mentions Absolute datavrijdag 7 oktober 11
  • 66. IDENTIFICATION OF INFLUENCERS An example to illustrate the problem with relying on automated tools is the Twitter PR disaster that from fashion designer Kenneth Cole during the Egyptian revolution. After sending out the tweet below Kenneth Cole’s influence doubled but it certainly did not help his brand. In this example it’s shown that tools like Klout lack to interpret sentiment and intention data. They are a measure of reach and amplification (often limited to a few sources) but not true market influence.vrijdag 7 oktober 11
  • 67. IDENTIFICATION WHO DO YOU TRUST WHEN IN FINANCE? 100% Klout 100% Relevantvrijdag 7 oktober 11
  • 68. IDENTIFICATION W H O Y O U T R U S T D E P E N D S O N R E L E VA N C Y It’s simple: Without relevancy it just doesn’t feel right.vrijdag 7 oktober 11
  • 69. IDENTIFICATION OF INFLUENCERS How do you measure influence?vrijdag 7 oktober 11
  • 70. IDENTIFICATION OF INFLUENCERS Let me give you a hintvrijdag 7 oktober 11
  • 71. IDENTIFICATION OF INFLUENCERS Sentiment Relative data True influencevrijdag 7 oktober 11
  • 72. IDENTIFICATION OF INFLUENCERSvrijdag 7 oktober 11
  • 73. IDENTIFICATION OF INFLUENCERSvrijdag 7 oktober 11
  • 74. IDENTIFICATION OF INFLUENCERS Automated tools can be valuable when identifying influencers but beware of the limitations. BUT: If people can win stuff, they will game the system.vrijdag 7 oktober 11
  • 75. IDENTIFICATION OF INFLUENCERS Consider: Using multiple tools, sometimes people don’t have to be influencers to make a point.vrijdag 7 oktober 11
  • 76. IDENTIFICATION PEOPLE AND PLACES Besides influential people there are also influential placesvrijdag 7 oktober 11
  • 77. IDENTIFICATION PEOPLE AND PLACES Mapping social hotspots A social hotspot is a place on the web where your brand’s target audience discusses and shares relevant content. A hotspot can be a blog, a community, forum, special interest site, review site, Twitter page or even a fanpage or group on a social network.vrijdag 7 oktober 11
  • 78. INFLUENCERS & HOTSPOTS HOTSPOTS Hotspots are the most influential websites where your target audience come to talk about your brand, products or market. Hotspots are the perfect starting point to reach and engage them. It’s a means to communicatie more effectively.vrijdag 7 oktober 11
  • 79. IDENTIFICATION PEOPLE AND PLACES Rating should be based on three elements: 1 Authority 2 Activity 3 Audiencevrijdag 7 oktober 11
  • 80. IDENTIFICATION PEOPLE AND PLACES Authority To what extent do people online perceive the influencer/hotspot as an authority within a specific field? Is the influential entity trustworthy and knowledgable? Does the shared opinion matter and can they rely on it?vrijdag 7 oktober 11
  • 81. IDENTIFICATION PEOPLE AND PLACES Activity To what extent is the influential active online. This is indicated by things such as the degree of responsiveness, updates, postings and interactions.vrijdag 7 oktober 11
  • 82. IDENTIFICATION PEOPLE AND PLACES Audience How big is the total audience reached? What is the outreach of the influential entity and how does it rank? How many visitors, followers, members, readers, likers, fans and friends does the influential entity have?vrijdag 7 oktober 11
  • 83. IDENTIFICATION PEOPLE AND PLACES Let me just say it’s a lot of handywork Some clues howevervrijdag 7 oktober 11
  • 84. IDENTIFICATION PEOPLE AND PLACES Handywork involving:vrijdag 7 oktober 11
  • 85. IDENTIFICATION PEOPLE AND PLACES Handywork involving:vrijdag 7 oktober 11
  • 86. IDENTIFICATION PEOPLE AND PLACES Handywork involving:vrijdag 7 oktober 11
  • 87. IDENTIFICATION PEOPLE AND PLACES Handywork involving:vrijdag 7 oktober 11
  • 88. IDENTIFICATION PEOPLE AND PLACES Handywork involving:vrijdag 7 oktober 11
  • 89. Data presentation .vrijdag 7 oktober 11
  • 90. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHB How does all this come together in an orderly way?vrijdag 7 oktober 11
  • 91. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHB Put all the data in one system Ranked, categorized and fully connectedvrijdag 7 oktober 11
  • 92. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHB Sort Ranking Example Influencer Dashboardvrijdag 7 oktober 11
  • 93. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHBvrijdag 7 oktober 11
  • 94. DATA EPRESENTATION O A R D YOU’LL N ED SOME KIND OF DASHB Area’s of expertisevrijdag 7 oktober 11
  • 95. Influencer outreach .vrijdag 7 oktober 11
  • 96. INFLUENCER OUTREACH WHY Identifying is only the beginning It’s what you do next that countsvrijdag 7 oktober 11
  • 97. INFLUENCER OUTREACH REMEMBER Influencers are NOT journalistsvrijdag 7 oktober 11
  • 98. INFLUENCERUOUTREACH HOW TO SET UP AN O TREACH PROGRAM Define objectives and common ground Define relevance of the relation Define a suitable approachvrijdag 7 oktober 11
  • 99. INFLUENCERAOUTREACH N D DEFINE OBJECTIVES ND COMMON GROU Communication: brands own voice Further & deeper than a Define objectives and common ground Trust: Being mentioned by influencers builds Define relevance of trust amongst the communities they’re in the relation Branding: lasting conversation with Establishing a influencers minimizes negative perception Define a suitable around a brand in conversations which approach contibutes to a positive perceptionvrijdag 7 oktober 11
  • 100. INFLUENCERNOUTREACH N D DEFINE OBJECTIVES A D COMMON GROU Ties the influencer to a brand Define objectives and common ground Mostly no brandfan Define relevance of the relation Personal approach How to be relevant Define a suitable approachvrijdag 7 oktober 11
  • 101. INFLUENCERNOUTREACH N D DEFINE OBJECTIVES A D COMMON GROU It’s about the domains Define objectives around your brand and common ground Define relevance of > cooking the relation > cooking Define a suitable approachvrijdag 7 oktober 11
  • 102. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Provide a stage: increase their Give the opportunity to Define objectives and common ground following and influence Define relevance of the relation Define a suitable approachvrijdag 7 oktober 11
  • 103. CASEF T M O S T VA L U A B L E P R O F E S S I O N A L P R O G R A M MICROSO Offer expertise 4.000 out of in around 90 100 million Live in more than 90 Microsoft community countries technologies membersvrijdag 7 oktober 11
  • 104. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Part of your communication: Knowledge, experience, credibility Define objectives and common ground Define relevance of the relation Define a suitable approachvrijdag 7 oktober 11
  • 105. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Part ofthem to communication: Connect your your product Define objectives and common ground Define relevance of the relation Use testimonials, product comparison video’s and use the packaging to tell it Define a suitable approach by for example a QR code.vrijdag 7 oktober 11
  • 106. CASE E L E V E N M O M S WALMART In september 2008 Walmart identified mommy bloggers as an influential group for their target audience This ‘Eleven Moms’ program had mommy bloggers test their products and write reviews Results: Brand favourability and trust increased by approximately 20%vrijdag 7 oktober 11
  • 107. CASE CONAGRA An unexpected surprise indeed Not exactly candid camera materialvrijdag 7 oktober 11
  • 108. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Part ofcreate something with Let them your communication: Define objectives and common ground your product Define relevance of the relation If you’re in the food business, let them make recipies with your product or if Define a suitable you’re in travel, let them make their top 5 approach destinations.vrijdag 7 oktober 11
  • 109. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Involve in product development Define objectives and common ground ‣How would they improve your product ‣Let them try new products first hand Define relevance of the relation ‣Invite them for launch-events. ‣Use their feedback for product- innovation and - improvement. Define a suitable approachvrijdag 7 oktober 11
  • 110. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Involve in product development Define objectives and common ground Influencer signature product: Define relevance of the relation Create a special product line that’s developed together with influencers and actually bring these to market. Define a suitable approachvrijdag 7 oktober 11
  • 111. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Make them important Define objectives Give them front-row tickets and common ground Define relevance of the relation Create a stage for influencers on your Define a suitable approach events or at least give them VIP access.vrijdag 7 oktober 11
  • 112. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Make them important Define objectives Give them front-row tickets and common ground First to hear about new initiatives. Define relevance of First to be involved. the relation Let them break the news. Try to include quotes or opinions into press releases. Define a suitable approachvrijdag 7 oktober 11
  • 113. INFLUENCER OUTREACH D E F I N E R E L E VA N C E O F T H E R E L AT I O N Make them important Define objectives Give them front-row tickets and common ground Define relevance of the relation Define a suitable approach Show you mean it: Get them to meet the management.vrijdag 7 oktober 11
  • 114. INFLUENCERPOUTREACH D E F I N E A S U I TA B L E A P R O A C H Consider this Define objectives Before contacting! and common ground ‣Frequency: On which regular basis will there be contact? Make sure relevancy prevails Define relevance of the relation ‣Tone of voice: What is appropriate? Polite or informal? ‣Follow up: What is being done with the feedback? Ensure proper embedding in Define a suitable the organisation. approachvrijdag 7 oktober 11
  • 115. INFLUENCERPOUTREACH D E F I N E A S U I TA B L E A P R O A C H Consider this Define objectives Before contacting! and common ground ‣Proof: Show what has been done with ideas and feedback. If you’re in a stage in which this is not possible yet, Define relevance of communicate this. the relation ‣Organization: Who is in the lead? Ensure support from top to bottom. ‣Form: How to keep in touch greatly Define a suitable depends on your market and the type approach of people. Make sure to vary between digital and face-to-face contact.vrijdag 7 oktober 11
  • 116. FINALLYT I N T E R N A L I N F L U E N C E R S DON’T FORGE Focus on the inside too... Influencers working inside your own company are the most easy type to engage with: They like your brand and have in depth knowledge about it. They should be key in the influencer outreach program. Also, internal influencers might be an ideal starting point for embedding social media in your company DNA.vrijdag 7 oktober 11
  • 117. INTERACTIVE DEFINE YOUR OUTREACH PROGRAMvrijdag 7 oktober 11
  • 118. INGRed Bull Define domains that connect the audience to the brandNespresso Define the basics of an outreach program BertolliZuid-Afrikavrijdag 7 oktober 11
  • 119. Recap influencer marketingvrijdag 7 oktober 11
  • 120. RECAP M A R K E T I N G INFLUENCER 1 TRUST 2 TALKS 3 TRANSPARENCY 4 NO AUTOMATED TOOLS 5 BOUGHT > EARNED 6 RELEVANT OUTREACH 7 EMBEDvrijdag 7 oktober 11
  • 121. Some things to take with youvrijdag 7 oktober 11
  • 122. LISTENBTO YOURI N G ) I M P O R TA N T IT’S ABOUT EING (NOT FEEL INFLUENCERS That means attention from management too...vrijdag 7 oktober 11
  • 123. NOAONE-OFF N O C M PA I G N Continuous effect!vrijdag 7 oktober 11
  • 124. WE’RE O N L I N E C R E D I B I L I T Y & T R U S T HERE IT’S ABOUT TALKING ONLINEvrijdag 7 oktober 11
  • 125. NO IMONEY! KEEP T REAL Rewards are intrinsic and provide status and credibility.vrijdag 7 oktober 11
  • 126. Business card = Whitepapervrijdag 7 oktober 11
  • 127. “Innovation distinguishes between a leader and a follower.” Quote: Steve Jobs John Meulemans john@3sixtyfive.co Twitter: @j0hnvrijdag 7 oktober 11