Social Influencers: Identifying and Measuring Their Impact on Social Media
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Influencer marketing isn't a new concept. The power of celebrity has been a recognized advertising tactic for centuries. It's not a complex idea: We trust people more than we trust brands. In this ...

Influencer marketing isn't a new concept. The power of celebrity has been a recognized advertising tactic for centuries. It's not a complex idea: We trust people more than we trust brands. In this webinar "Social Influencers: Identifying and Measuring Their Impact on Social Media", we'll walk through the different tactics for identifying, measuring, and understanding influencers.

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Social Influencers: Identifying and Measuring Their Impact on Social Media Presentation Transcript

  • 1. Social Influencers: Identifying The Impact In Marketing Jon Dick Sr. Director of Marketing with Klout - @jondick, @Klout Uri Bar-Joseph Director of Demand Generation with Simply Measured, @uribarjoseph, @simplymeasured Jess Estrada Founder and Digital Strategist at Fresh Jess Media - @jessestrada
  • 2. © 2014 Simply Measured, Inc Speakers Jon Dick Senior Director of Marketing at Klout Jon Dick leads marketing for Klout as part of the team at Lithium Technologies. In this role, he works with the world's largest brands and agencies to shape the future of social media marketing. Jon spent 6 years in Chicago performing improvised comedy before earning his MBA from the Harvard Business School. Social Influencers – #SMInfluencers
  • 3. © 2014 Simply Measured, Inc Speakers Uri Bar Joseph Director of Marketing at Simply Measured As Director of Marketing at Simply Measured, Uri Bar Joseph and his team are responsible for building and optimizing the demand generation "machine" that fuels the company's growth. Previously, Uri managed Optify’s demand generation as Director of Marketing. He has a monthly column on SearchEngineWatch, and he writes for his company’s blog as well as his own blog, The Marketing Athlete. Social Influencers – #SMInfluencers
  • 4. © 2014 Simply Measured, Inc Speakers Jess Estrada Founder of Fresh Jess Media Jess Estrada and Fresh Jess Media are focused on helping brands, small businesses and non-profits bring their online presence to life. She is a weekly contributor for the Independent Fashion Bloggers community, and writes for publications, brands, organizations and community sites on a regular basis. Her work and blog have been featured in Gilt City, Seattle Metropolitan Magazine and on the websites of brands like Quiksilver, West Elm and Microsoft. She has been featured as one of Seattle's 25 Most Influential Businesswomen by BizTechDay and voted the 2011 Young Northwest Blogger of the Year by DList Magazine. Social Influencers – #SMInfluencers
  • 5. Housekeeping Listening/voice options Questions and chat room #SMInfluencers Recorded webinar Post-webinar survey
  • 6. Finding Influencers with Klout
  • 7. © 2014 Simply Measured, Inc What makes someone influential? Influence Reach ResonanceRelevance Social Influencers – #SMInfluencers
  • 8. © 2014 Simply Measured, Inc Understanding different levels of influence Celebrities & Brands Semi-Pro Citizen Influencers Social Influencers – #SMInfluencers
  • 9. © 2014 Simply Measured, Inc How Klout Measures Influence Social Data Real-world influence Topical influence Content Creation Online Communities Klout Score = Reach + Resonance Topics = Relevance Social Influencers – #SMInfluencers
  • 10. Influencer Marketing in 5 Steps
  • 11. © 2014 Simply Measured, Inc Step 1 – Define your market (Relevancy) Networks Industry Location Keywords (topic) I + L N + K I + N L + KLINK Social Influencers – #SMInfluencers
  • 12. © 2014 Simply Measured, Inc Step 2 – ID the influencers (Reach and Resonance) • Klout Score • Reach • Simply Measured • Internal referrals • Lists • Competitors Social Influencers – #SMInfluencers
  • 13. © 2014 Simply Measured, Inc Step 3 – Reach Out 1. Plan 2. Engage 3. Be personal 4. Personalize 5. Relevant 6. White glove 7. Show value Social Influencers – #SMInfluencers
  • 14. © 2014 Simply Measured, Inc Step 4 - Ask • Be specific and clear • Have goals • Create an experience • Make it mutually beneficial Social Influencers – #SMInfluencers
  • 15. © 2014 Simply Measured, Inc Step 5 – Measure Success Social Influencers – #SMInfluencers
  • 16. Working with Influencers
  • 17. © 2014 Simply Measured, Inc The Road to “Influencer” Social Influencers – #SMInfluencers
  • 18. © 2014 Simply Measured, Inc From a Blog to a Brand Speaking engagements Written contributions Event participation Brand partnerships Sponsored posts Giveaways Travel Working for myself! Social Influencers – #SMInfluencers
  • 19. © 2014 Simply Measured, Inc Influencer Outreach: Best Practices for Brands • Do your research • Be patient • Specify your goals • Creative customization • Keep it real Social Influencers – #SMInfluencers
  • 20. © 2014 Simply Measured, Inc Brand Partnerships Social Influencers – #SMInfluencers
  • 21. © 2014 Simply Measured, Inc Brand Partnerships Social Influencers – #SMInfluencers
  • 22. © 2014 Simply Measured, Inc Key Takeaways on Influencer Marketing Jon Dick 1. Consider Reach, Resonance & Relevance to identify the right influencers for your brand. 2. The Klout Score measures Reach & Resonance. Klout Topics identify Relevance. 3. Citizen Influencers are a powerful alternative to traditional influencers. Uri Bar Joseph 1. Create a strategic plan for influencer marketing. 2. Personalize your plan or requests based on the influencer. 3. Always measure – both to benchmark before your campaign and to report your success. Jess Estrada 1. Choose the right influencers (influencers that align with your brand, rather than influencers who are popular). 2. Build mutually beneficial relationships. 3. Be clear about your goals. Social Influencers – #SMInfluencers
  • 23. Open Q&A
  • 24. © 2014 Simply Measured, Inc About Simply Measured Simply Measured is a fast-growing team of data geeks dedicated to making the world of analytics and reporting a better, more beautiful place. Our goal is to put the tools to understand business data in the hands of business users. We think reporting should be simple, beautiful, and accessible for everyone – not just data scientists. Our software streamlines the process from data to deliverables and eliminates the countless hours spent on everyday reporting tasks. We do this by putting cloud data sources at your fingertips, providing a marketplace of best practice reports, and generating beautiful deliverables on the web, in Excel, and in PowerPoint with a couple of clicks. Social Influencers – #SMInfluencers
  • 25. © 2014 Simply Measured, Inc Klout Perks help marketers generate earned media, at scale, through authentic sources. Over 300 of the world’s top brands including half of the AdAge 100 rely on Klout to find the most relevant people for their campaigns and increase brand awareness. Learn more at business.klout.com. About Klout Perks Social Influencers – #SMInfluencers
  • 26. Thank You