4. Influencer Guidebook Author Team
Neil Beam
MotiveQuest
William Chamberlin
IBM
Jane Collins
BlogHer
Susan Emerick
IBM
Michael Fein
Fanscape
Amy Laine
IBM
Ashley Libby
The Anca Group
Dhara Naik
Social@Ogilvy
5. 65%
of brands participate in
Influencer marketing
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin)
TechnoratiMedia 2013
5
Digital Influence Report
6. Fill in the blanks…
It’s the greatest invention since
_____________ _____________
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BMA - Engaging Advocates (Fanning/Chamberlin)
Sliced Bread example from
Seth Godin’s Ted Talks
6
8. People trust recommendations from
people they know
Text ads on mobile phones
Display ads on mobile devices
Online banner ads
Online video ads
Ads before movies
Ads on social networks
Ads on radio
Ads served in search engine results
Billboards and other outdoor advertising
TV program product placements
Brand sponsorships
Ads in magazines
Editorial content such as newspaper articles
Emails I signed up for
Ads in newspapers
Branded websites
Ads on TV
Consumer opinions posted online
Recommendations from people I know
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Nielsen: Global Trust in Advertising and Brand Messages, September 2013 (link)
19Feb2014
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9. People also trust employees more
than official brand sources
Survey Question
Respondents who replied “extremely credible” or “very credible” to the following question:
If you heard information about a company from one of these people, how credible would that information
be?
Employees
Non-Employees
Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012.
19Feb2014
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9
10. Social Engagement—
It’s not just a fun side project anymore
In the next 5 years, marketers expect to
15.8%
spend
of their budgets on social engagement, more
than twice the current level!
CMO Survey: https://faculty.fuqua.duke.edu/cmosurveyresults/Topline_Report_Aug-2013-Final.pdf
19Feb2014
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12. Scientists found that it only takes
10% of a population
holding an unshakable belief
in order to convince the majority to adopt
the same belief.
They found this is ALWAYS the case
Social influence though the influence of committed minorities
http://pre.aps.org/abstract/PRE/v84/i1/e011130
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15. The WOMMA Team
COO
The ability to cause or
Liz Gannini
President
Influence
contribute to a Liz@womma.org
change in
Suzanne Fanning
Suzanne@womma.org
opinion or behavior
Sponsorship
Kat Frerichs
Kat@womma.org
16. Key Influencer
19Feb2014
A person or group of people
who possess greater than
average potential to influence
due to attributes such as
frequency of
communication, personal
persuasiveness or size of and
centrality to a social
network, among others
BMA - Engaging Advocates (Fanning/Chamberlin)
16
17. Influencee
A person who changes his or
her opinion or behavior as
the result of exposure to
new information
18. Influencer
Marketing
19Feb2014
The act of a marketer or
communicator engaging with
key influencers to act upon
influencees in pursuit of a
business objective
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18
19. Q: Why do we need to
define and describe
influencers and
attributes?
Q: How will it help
someone running an
influencer program?
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19
20. 1. Industry
3 Levels of
Program
Considerations
19Feb2014
2. Brand
3. Influencer Attributes
BMA - Engaging Advocates (Fanning/Chamberlin)
20
25. The WOMMA Team
COO
Liz Gannini
Liz@womma.org
President
Suzanne Fanning
Suzanne@womma.org
Sponsorship
Kat Frerichs
Kat@womma.org
26. Advocate
19Feb2014
An individual who shows
support for, pleads the case
of or
defends, cause, product or
service while remaining
formally unaffiliated with
the brand and remunerated
BMA - Engaging Advocates (Fanning/Chamberlin)
26
28. An individual remunerated
by or otherwise ‘allied’ with
a brand or cause whose
actions are, in some
manner, endorsed by the
brand with an acknowledged
and transparent affiliation
that is mutually beneficial
32. The WOMMA Team
COO
President
Individuals who, Gannini
by
Liz
Liz@womma.org
definition of job
Suzanne Fanning
Suzanne@womma.org
function, are in the position
to influence others directly
Sponsorship
through their authoritative
Kat Frerichs
Kat@womma.org
or instructive statements
33. 19Feb2014
Acting Surgeon General Rear Admiral
(RADM) Boris D.
Lushniak, M.D., M.P.H.
BMA - Engaging Advocates (Fanning/Chamberlin)
33
34. An individual whose name
recognition commands a
great deal of fascination and
has the ability to use their
status to communicate with
broad effect, either as
advocate or ambassador
19Feb2014
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36. Most Influencer programs draw from Citizen and Advocates
and create Ambassadors
19Feb2014
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36
37. Exploring Characteristics of the Different Influencer Types
Intermittent or onetime advocacy either about a brand or experience
Have positive sentiment towards the brand
Open and willing to share specific experiences with others
Independent from the brand
Everyday people
Social beings who naturally talk and share information with people in their network
Share to help friends and colleagues, not necessarily a brand
Have a neutral or balanced stance in opinions and experiences, giving both positive
and negative perspectives
Trusted by their network and considered authentic
Sustained passion for the brand and the brand’s cause
Possess similar qualities and values of the brand – shares the brand mission
Strong team players
Teachable in terms of methods and messaging to spread the word
Intrinsically motivated to support and endorse the brand and its purpose
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38. There is a direct link between online
advocacy and offline sales.
When advocacy increases, sales increase;
When advocacy decreases, sales also decrease.
In certain cases 53% of a brand’s
sales volume change can be explained
by changes in online advocacy.
19Feb2014
BMA - Engaging Advocates (Fanning/Chamberlin)
http://insight.kellogg.northwestern.edu/articl
38
e/people_are_talking/
39. How Do We
Harness the
Power of
Influencers?
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39
40. Developing an Influencer Marketing Program
Listen
Plan
Act
Measure
Objectives
• Identify Influencers
• Monitor influencer
activity &
conversations
• Develop influencer
marketing & engagement
strategies
• Establish Metrics
• Target key
influencers
• Develop / Improve
relationships
• Report on
established
influencer
engagement
metrics and KPI’s
Approach
• Build Influencer
Database and Profiles
• Employ Social
Analytic tools
• Hold planning sessions
• Educate / train
employees.
• Teams engage
online and offline
per strategy &
action plans
•
•
•
•
•
•
Reach
Authority
Engagement
Connectivity
Sentiment
Key themes
41. Sample Influencers Identification &
Establish an Influencer Program
Analysis Process
•Collect a comprehensive list of potential influencers
Listen •Identify twitter handles, blogs, forumsAct have high authority and are
Plan
Measure
which
Step 1
actively generating content relevant to the topic
Objectives
• Identify Influencers
Develop influencer
Execute Influencer
Report on
• Perform longitudinal
marketing & engagement
Engagement strategy established
and daily online
strategies
and action Plans,
influencer
•Collect Social Data; Access social media presence of each individual metrics
influencer activity &
targeting key
engagement
influencers and calculate a cumulative influence score and rank KPI’s
conversation
influencers
and
Step 2monitoring
Approach
• Feed Influencer
• Conduct Influencer
• Educate / train
• Reach
Database
Marketing &
• Authority
•Build an Influencer database. Track andemployeesrelationships with
manage to use
• Create Self service
Engagement Workshops
self-service
• Engagement
influencers
influencer
• Connectivity
Step 3dashboards
• Employ Social
dashboards.
• Sentiment
Analytic tools
• Teams engage per
• Key themes
strategy & action
•Develop profile page for top ranked Influencers
plans
Step 4
•Profile to include influencers’ Photo, Bio, Location, Relationship
History, Sample snippet, Digital presence, Topics covered
42. Sample Influencer Profile
Jennifer Cassidy
Chief Digital Officer, XYZ
Company
Data for illustrative
purposes only
Digital Presence:
Blogs
www.jcdigital/blog
Influencer Rank
Authority
1/5
Inlink Count
(Relative tier of influence among identified
influencers)
Profile:
9
245
Traffic Rank
70404
Reach
89
# of Followers
8687
# of Relevant
Tweets
69
Twitter
Jennifer has 20 years of experience in high-profile
global roles in both advertising agencies and
corporate marketing. She has been blogging
externally about digital marketing since 2006
Twitter ID: JCDigital
Authority
10
Average Authority of
4.7
Followers
Other Social Networks
Location: Greater New York City Area, U.S.A.
Sentiment:
Negative
Neutral
www.linkedin.com/in/JCDigital
# of Connections
Positive
395
www.facebook.com/JCDigital
Major Topics/Themes Covered:
# of Friends
206
Digital Customer Experience
Social Media Marketing
Digital Content Distribution
19Feb2014
News
# of News Articles in Which Influencer Was
Quoted/Mentioned
BMA - Engaging Advocates (Fanning/Chamberlin)
15
42
43. Building Relationships With
Influencers
• Learn what matters to them by understanding their
content
• Interact with them. Comment on their content.
Promote their content
• Explore their connections with you, each other, and
other people- get involved
• Find opportunities and commonalities to build
relationships with them.
45. 1. Potential to
influence (before)
How to
Measure an
Influencer
Program
19Feb2014
2. Actual, observed
influence (after)
BMA - Engaging Advocates (Fanning/Chamberlin)
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46. Influence is not measured through any single
social or digital metric.
Influencer identification must consider the individual’s reach, authority, engagement and
connectivity within an online community based on a collection of qualitative and
quantitative metrics.
Conversation Participants
(Contributors)
Influencer
Reach
Authority
» Number of social venues
» Subscribers, followers
» Site traffic
» Number of backlinks
» Standing in community
» Share of amplified
content
Engagement
Consumers Reached by the
Influencer
Connectivity
Online
Community
» Share of relevant posts
» Frequency of
conversation
» Amount of posted
content
19Feb2014
» Who is following
» Cross-topic connectivity
» Influence flow
BMA - Engaging Advocates (Fanning/Chamberlin)
46
47. Example Authority Metrics
Blogs Authority
Twitter Authority
• Number of unique in
links to the blog over
the last year
• Number of bookmarks
at social sites
• Readership
information if publicly
available
• Posting frequency
• Number of follow up
comments
• Number of followers
• Follower to followed
ratio
• Total number of
tweets
• Total number of
retweets
19Feb2014
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48. Sample Influencer Profile
Jennifer Cassidy
Chief Digital Officer, XYZ
Company
Data for illustrative purposes only
Digital Presence:
Blogs
www.jcdigital/blog
Authority
Inlink Count
Profile:
9
245
Traffic Rank
70404
Reach
89
# of Followers
8687
% Relevant
Tweets
20%
Twitter
Jennifer has 20 years of experience in high-profile
global roles in both advertising agencies and
corporate marketing. She has been blogging
externally about digital marketing since 2006
Twitter ID: JCDigital
Authority
% Link Shares
10
40%
Other Social Networks
Location: Greater New York City Area, U.S.A.
Sentiment:
Negative
Neutral
www.linkedin.com/in/JCDigital
# of Connections
Positive
395
www.facebook.com/JCDigital
Major Topics/Themes Discussed:
# of Friends
206
Digital Customer Experience
Social Media Marketing
Digital Content Distribution
19Feb2014
News
# of News Articles in Which Influencer Was
Quoted/Mentioned
BMA - Engaging Advocates (Fanning/Chamberlin)
15
48
52. The 2013 Influencer Handbook is the work of the highly
esteemed Research & Measurement Council and
includes information from the following contributors:
Neil Beam
MotiveQuest
Ashley Libby
The Anca Group
William Chamberlain
IBM
Jane Collins
BlogHer
Susan Emerick
IBM
Amy Laine
IBM
Michael Fein
Fanscape
Dhara Naik
Social@Ogilvy
Brad Fay
Keller Fay
#SMMStandards / smmstandards.org
Katie Paine
Philip Sheldrake
Euler Partners
Barry Leggetter
AMEC
Richard Bagnall
Metrics
Sean Williams
19Feb2014
News Group Holding
Communications Ammo
David Geddes
Geddes
BMA - Engaging Advocates (Fanning/Chamberlin) Analytics
52
