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IS YOUR WORD
OF MOUTH
WORKING FOR
OR AGAINST
YOU?
MAKING
SOCIAL A
SCIENCE
People are tired of
ADVERTISING
They want a different relationship with
BRANDS
Organizations embraced
SOCIAL
BRANDS ARE
INCREASING
THEIR
SOCIAL MEDIA
BUDGETS
2011
$1.8 Billion
2016
$5 Billion Social Media Management
Technology
Agen...
BUT MANY
OF THEM
ARE
DOING IT
WRONG
INFLUENCER
MARKETING ISN’T JUST
ABOUT CREATIVITY.
IT’S A
SCIENCE.
$
€
£
AND IT
INVOLVES
ALL
DEPARTMENT
S IN THE
ENTERPRISE
PR
MARKET
RESEARCH
MARKETING
CUSTOMER
SUPPORT
CUSTOMER
EXPERIENCE
TOP
M...
SOCIAL
MARKETERS MUST
START TO SPEAK
CEO LANGUAGE
BRINGING SOCIAL TO
THE BUSINESS
MEANS TARGETING
INFLUENCERS
INFLUENCER  Influential For
You
TARGET
AUDIENCE
KEY KPI #1
INCREASE
CONVERSIONS
INFLUENCE
RS
KEY KPI #2
Amplification Rate
KEY DEPENDANCY 
Connecting Data + Systems
=
CASE
STUDY
TARGET AUDIENCE
ACTIVE
ENGAGED
20 Million +
5 Million
1,000
Connected the 1000 influencers to the CRM and custo...
#1
THE RIGHT TEAM
PEOPLE
PROCESS
QUOTA ‘s
#2 SEGMENT YOUR AUDIENCE
DETRACTORS
INFLUENCERS
TARGETED
AUDIENCE
LEADS
FANS
ADVOCATES
CUSTOMERS
#3 INCENTIVIZE
INFLUENCERS
TO
DO MORE FOR
YOUR BRAND
Female, 18-25
Has a dog
Loves Nissan
Incentives Deals Rewards
BRAND O...
CASE
STUDY
XXX XXX XXX
“Being able to tap into, and make sense of, the fresh, authentic voice of our
customers is a powerf...
KEY TAKE
AWAYS
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Using Data For Influencer Marketing, Loic Moisand - Social Fresh EAST 2014

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Social Fresh Conference
http://socialfreshconference.com

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  • Amplification Rate
    Conversion Rate
  • Connect to CRM, Web Analytics, Survey tool.
  • Transcript of "Using Data For Influencer Marketing, Loic Moisand - Social Fresh EAST 2014"

    1. 1. IS YOUR WORD OF MOUTH WORKING FOR OR AGAINST YOU? MAKING SOCIAL A SCIENCE
    2. 2. People are tired of ADVERTISING They want a different relationship with BRANDS Organizations embraced SOCIAL
    3. 3. BRANDS ARE INCREASING THEIR SOCIAL MEDIA BUDGETS 2011 $1.8 Billion 2016 $5 Billion Social Media Management Technology Agency Fees for Social Media Integrated Campaigns on Social Networks
    4. 4. BUT MANY OF THEM ARE DOING IT WRONG
    5. 5. INFLUENCER MARKETING ISN’T JUST ABOUT CREATIVITY. IT’S A SCIENCE. $ € £
    6. 6. AND IT INVOLVES ALL DEPARTMENT S IN THE ENTERPRISE PR MARKET RESEARCH MARKETING CUSTOMER SUPPORT CUSTOMER EXPERIENCE TOP MGMT
    7. 7. SOCIAL MARKETERS MUST START TO SPEAK CEO LANGUAGE
    8. 8. BRINGING SOCIAL TO THE BUSINESS MEANS TARGETING INFLUENCERS INFLUENCER  Influential For You
    9. 9. TARGET AUDIENCE KEY KPI #1 INCREASE CONVERSIONS INFLUENCE RS
    10. 10. KEY KPI #2 Amplification Rate KEY DEPENDANCY  Connecting Data + Systems =
    11. 11. CASE STUDY TARGET AUDIENCE ACTIVE ENGAGED 20 Million + 5 Million 1,000 Connected the 1000 influencers to the CRM and customer support center Offered samples and sent targeted emails Amplified their message through TV and Radio 1,000 people recommending the product that influenced x million buyers 40% of all buyers were influenced by a social media campaign X% of visitors coming to their website that came through social media SUCCES S
    12. 12. #1 THE RIGHT TEAM PEOPLE PROCESS QUOTA ‘s
    13. 13. #2 SEGMENT YOUR AUDIENCE DETRACTORS INFLUENCERS TARGETED AUDIENCE LEADS FANS ADVOCATES CUSTOMERS
    14. 14. #3 INCENTIVIZE INFLUENCERS TO DO MORE FOR YOUR BRAND Female, 18-25 Has a dog Loves Nissan Incentives Deals Rewards BRAND OUTREACH
    15. 15. CASE STUDY XXX XXX XXX “Being able to tap into, and make sense of, the fresh, authentic voice of our customers is a powerful driver for positive change.” Vaqar Khamisani, Microsoft UK
    16. 16. KEY TAKE AWAYS
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