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YOUMEN Amplify your Social Selling by Involving Influencer Marketing

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YOUMEN Amplify your Social Selling by Involving Influencer Marketing

  1. 1. Carole Lamarque . @caroberry Amplify your Social Selling by Involving Influencer Marketing Twitter @caroberry & @youmen_be The Customer Obsessed Marketing Agency
  2. 2. Carole Lamarque . @caroberry Who’s Who?
  3. 3. Carole Lamarque . @caroberry YOUMEN & LINKMAN We Sharpen Your marketing challenge, the new way. We Share We help your teams implement Influencer Marketing by transferring knowledge We Commit We are committed to your results, we strive like business owners Building your story in a digital world Linkman is a creative and results-driven digital agency which delivers integrated campaigns. We are strong at creating content strategies and building communities M +32 478 33 7000
  4. 4. Carole Lamarque . @caroberry YOUMEN TEAM Client Centric Innovator Fred Vanderheyde Digital Content Obsessed Philippe De Puydt “Ut vestibulum lesuada Lorem Ipsum m lesuada Lorem” “Ut vestibulum lesuada Lorem Ipsum m lesuada Lorem” “Ut vestibulum lesuada Lorem Ipsum m lesuada Lorem” “Ut vestibulum lesuada Lorem Ipsum m lesuada Lorem” “Ut vestibulum lesuada Lorem Ipsum m lesuada Lorem” YOU? Marketing Innovation Obsessed Carole Lamarque Join the team! M +32 478 33 7000
  5. 5. Carole Lamarque . @caroberry
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  9. 9. Carole Lamarque . @caroberry WHICH DEMOGRAPHICS USE SOCIAL MEDIA
  10. 10. Carole Lamarque . @caroberry WHICH DEMOGRAPHICS USE SOCIAL MEDIA
  11. 11. Carole Lamarque . @caroberry INTERESTING FACTS ABOUT AGE AND SOCIAL MEDIA While every demographic dropped it's social media usage in December 2012, the only age demographic that increased its usage during that period was 30-49 year olds, who increased from 73 % to 77% There has consistently been higher social networking usage amongst the youngest demographic (18-29 year olds), and less usage as age increases
  12. 12. Carole Lamarque . @caroberry ADVICE USE MONITORING TOOLS TO KNOW WHAT IS BEING SAID ONLINE
  13. 13. Carole Lamarque . @caroberry WHAT ABOUT YOUR BRAND, COMPETITORS & INDUSTRY? What, Who, Where are people talking about? How do I efficiently manage my audience? How can i measure results
  14. 14. Carole Lamarque . @caroberry WHAT CAN YOU MONITOR? Your brand, competitors, industry Social media, news sites, blogs, forums, review sites; ... All countries & over 160 languages monitored WHAT SOURCES ARE MONITORED? GLOBAL MONITORING
  15. 15. Carole Lamarque . @caroberry WHAT ARE PEOPLE TALKING ABOUT? Discover trends, top conversations, photo's, video's Find fans & influencers and their demographics Charts & tables of all known social media metrics WHO ? MEASURE YOUR RESULTS WHERE ? Find top & influential websites and social networks
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  18. 18. Carole Lamarque . @caroberry ADVICE SHOW YOUR CUSTOMERS INSTEAD OF YOUR PRODUCTS
  19. 19. Carole Lamarque . @caroberry MORE PRODUCTS THAN PEOPLE L
  20. 20. Carole Lamarque . @caroberry MORE PEOPLE THAN PRODUCTS J
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  22. 22. Carole Lamarque . @caroberry 1. CONTENT STRATEGY 2. CONTENT PLAN 3. CONTENT TEAM 4. CONTENT DISTRIBUTION WHAT CONTENT FRAMEWORK Clear vision, mission and objectives Determine themes and channels Audiences Develop a Content Calendar: Determining the right mix, frequency, type (video, photo, text), tone of voice, externally produced versus internally generated content. Composition of the editorial team (internal & external) and ownerships. Education on Content Marketing skills. Description of content processes & distribution schemes. Tool set-up Editorial Meetings with stakeholders Influencer Strategy
  23. 23. Carole Lamarque . @caroberry ADVICE MAKE A BI-WEEKLY CONTENT CALENDAR
  24. 24. Carole Lamarque . @caroberry CONTENT CALENDAR
  25. 25. Carole Lamarque . @caroberry ADVICE ALWAYS THINK VISUAL
  26. 26. Carole Lamarque . @caroberry ADVICE ALWAYS THINK VISUAL PHOTO'S CARRY THE GREATEST WEIGHT IN THE FACEBOOK EDGERANK ALGORITHM
  27. 27. Carole Lamarque . @caroberry AIM FOR THE VISUAL One study found that, on Facebook, photo’s ( the “photo” post type) received more engagement than the average post. 53% MORE LIKES 104% MORE COMMENTS 104% MORE CLICK-THROUGHS
  28. 28. Carole Lamarque . @caroberry ADVICE ALWAYS END WITH A CTA: Question or action
  29. 29. Carole Lamarque . @caroberry 3% 2% 1% 0% -1% -2% -3% -4% EffectonCTR Adverbs verbs Nouns Adjectives USE ACTIVE WORDS More verbs, fewer nouns
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  32. 32. Carole Lamarque . @caroberry 66% MORE ENGAGEMENT POSTS WITH 80 CHARACTERS OR LESS GET 66% MORE ENGAGEMENT Among retail brands, posts with character or less get 66% more Engagement (# of likes and comments) Than posts with 81 or more characters.
  33. 33. Carole Lamarque . @caroberry FACEBOOK TESTS BUY BUTTON TO LET YOU PURCHASE STUFF WITHOUT LEAVING FACEBOOK
  34. 34. Carole Lamarque . @caroberry GET MORE FROM 140 CHARACTERS PRODUCT CARD LEAD GEN CARD MOBILE APP CARD VINE APP 140 CHARACTERS IMAGE CARDSUMMARY CARD PLAYER CARD WEBSITE CARD
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  36. 36. Carole Lamarque . @caroberry MEASURING TOOLS: BUFFER Buffer helps you manage multiple social media accounts at once. Quickly schedule content from anywhere on the web, collaborate with team members, and analyze rich statistics on how your posts perform.
  37. 37. Carole Lamarque . @caroberry MEASURING TOOLS: FOLLOWERWONK Dig deeper into Twitter analytics: Who are your followers? Where are they located? When do they tweet?
  38. 38. Carole Lamarque . @caroberry MEASURING TOOLS: VIRALWOOT Promote your visual content, Know who is pinning from your website. Manage and grow multiple accounts.
  39. 39. Carole Lamarque . @caroberry MEASURING TOOLS: ICONOSQUARE Get your total number of likes received, your most liked photos ever, your average number of likes and comments per photo, your follower growth charts and more advanced analytics.
  40. 40. Carole Lamarque . @caroberry MEASURING TOOLS: GOOGLE ANALYTICS Lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications.
  41. 41. Carole Lamarque . @caroberry MEASURING TOOLS: SUMALL SumAll gives you the full view on what matters to you., receive in-depth reports and view comprehensive monitoring tools and analytics for your social media and ecommerce data.
  42. 42. Carole Lamarque . @caroberry MEASURING TOOLS: QUINTLY By using quintly, you can benchmark your own numbers against your competitors' and derive an optimal social media strategy.
  43. 43. Carole Lamarque . @caroberry MEASURING TOOLS: CYFE Cyfe is an all-in-one business dashboard app that helps you easily monitor all your business data from one place.
  44. 44. Carole Lamarque . @caroberry MEASURING TOOLS: TAILWIND
  45. 45. Carole Lamarque . @caroberry MEASURING TOOLS: MENTION Start listening to what's being said on the web and social web. React quickly, collaborate, and analyze your online presence.
  46. 46. Carole Lamarque . @caroberry WHERE SHOULD YOU POST YOUR STATUSsource:Timothy_Hughes
  47. 47. Carole Lamarque . @caroberry MY TOP TWEET Which Tweet work well for others?
  48. 48. Carole Lamarque . @caroberry SOCIAL BRO Easily discover influencers and focus on engaging with your most relevant contacts. Don’t lose track of them!
  49. 49. Carole Lamarque . @caroberry Why do influencers matter to you?
  50. 50. Carole Lamarque . @caroberry WHY DOES THIS MATTER TO YOU? Word-of-mouth recommendations are the  primary factor behind 20-50% of ALL purchasing decisions  – McKinsey 20-50% of ALL purchasing decision +20%
  51. 51. Carole Lamarque . @caroberry WHY DOES THIS MATTER TO YOU? 73%  of Millennials feel it’s their responsibility to help their friends and family makes smart purchase decisions – Fleischman-Hillard and Hearst Magazine 73% of Millennials feel it’s their responsibility decision73%
  52. 52. Carole Lamarque . @caroberry WHY DOES THIS MATTER TO YOU? Brand advocates are  70% more likely to be seen as a good source of information  by people around them – MarketingCharts Advocates are an excellent source of information70%
  53. 53. Carole Lamarque . @caroberry WHY DOES THIS MATTER TO YOU? 90% of advocates write something positive  about their purchase experience – McKinsey Advocates write positive messages90%
  54. 54. Carole Lamarque . @caroberry WHY DOES THIS MATTER TO YOU? In the mobile-phone market, for example, the research observed that the pass-on rates for key positive and negative messages can increase a company’s market share by as much as 10% or reduce it by 20% over a two-year period, all other things being equal. – McKinsey Negative messages can reduce market share by 20% -20%
  55. 55. Carole Lamarque . @caroberry WHY DOES THIS MATTER TO YOU? 12% increase in brand advocacy on average generates a 2X increase in revenue  – Harvard Business School Press 2x more revenue +12%
  56. 56. Carole Lamarque . @caroberry Why are you not doing it?
  57. 57. Carole Lamarque . @caroberry Start doing it! Only  20%  of brands are using advocate and referral programs in their marketing –MarketingCharts Only 20% do it today! 20%
  58. 58. Carole Lamarque . @caroberry Who is an influencer?
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  60. 60. Carole Lamarque . @caroberry Are you an Influencer? By working with them you're able to distribute your massage the right way, at the right time, and through them you will also access the right people 2. Who expresses a contextually relevant message They can help your brand to build credibility by guiding you to produce content that truly meets the needs of your consumers, because they are so close to reality and people 3. That is meaningful enough Not an organization Not Stakeholder Management Not PR 1. It’s a Person Research findings suggest that more than 90% of all consumers read online reviews before they buy 4. To elicit action from others
  61. 61. Carole Lamarque . @caroberry When would you need it in your marketing plan 1 Brand Awareness How might we increase share of voice and boost positive brand mentions? Crisis Management How might we reduce the negative impact of a communications crisis? Product Launch How might we generate buzz and drive interest for a new product? Lead Generation How might we follow prospects and generate high quality leads? 2 4 3
  62. 62. Carole Lamarque . @caroberry What’s your unfair advantage?
  63. 63. Carole Lamarque . @caroberry What’s your Unfair Advantage Product Leadership Build a better product, for which customers will pay a premium Solve the client’s broader problem & share in the benefit Achieve the low cost position on product and service support Customer Intimacy Operational Excellence Product Differentiation Customer Responsiveness Operational Competence
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  65. 65. Carole Lamarque . @caroberry Influencer marketing model?
  66. 66. Carole Lamarque . @caroberry Influencers Selection Potential Energy Influencers ca. 400 - Engagor & Rediant6 Energy Influencers 39 – Selected based on Engagor Figures Energy Influencers 20 Selected based on Screening on Social Profile Authority on Social Media Household Hackers
  67. 67. Carole Lamarque . @caroberry Influencer Segments MY ONLINE AUDIENCE IS THE SIZE OF TEXAS MY OPINION IS WORTH MORE THAN GOLD IN MY SPACE MY NAME IS MY EQUITY I FORM AND COMMUNICATE CREDIBLE INSIGHTS MY BELIEF MAKES ME MOVE MOUNTAINS I WROTE A TEXTBOOK ON MY SUBJECT I’M AN RESPECTED AUTHORITY WITH AN AGENDA I STIR THE POT AND CREATE HEALTHY DEBATE MY ONLINE AUDIENCE IS THE SIZE OF TEXAS I HAVE QUICK SOLUTIONS TO EVERYDAY ISSUES I LIKE TO CONNECT DOTS AND CREATE LINKS 1. CELEBRITY 6. ACTIVIST 7. EXPERT 8. INSIDER 9. AGIATOR 10. JOURNALIST 11.HOUSEHOLD HACKERS 2. AUTHORITY 3. CONNECTOR 5. ANALYST4. PERSONAL
  68. 68. Carole Lamarque . @caroberry Influencer Impact REACH AUDIENCE SIZE RESONANCE ENGAGEMENT POWER RELEVANCE CONTEXTUAL FIT
  69. 69. Carole Lamarque . @caroberry A B C D NEGATIVES ACTIVISTS STAR INFLUENCERSINFLUENCERS POSITIFNEUTRALNEGATIVES (reach, resonance, relevance) SENTIMENT 0 1 2 3 4 5 6 7 8 9 10 IMPACT Influencer Matrix
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  71. 71. Carole Lamarque . @caroberry Influencer Passport
  72. 72. Carole Lamarque . @caroberry Influencer Deep Dive – Example Project Manager de ma vie, Community Manager de mon chien, CEO de mon foyer. Mes tweets n'engagent que moi, sauf si j'ai bu. Motivation: Description: Name : Florence Manente Influencer Type : Authority Nick Name @Flexyflow “Madame Internet, blogueuse et maman.” Behaviour: High Low Reach High Low Resonance High Low Relevance Positive Negative Sentiment Yes No Collaboration NL FR Language Numbers - Twitter Followers : 5024 -  Linkedin: +500 connections -  Blog : flexyflow.be
  73. 73. Carole Lamarque . @caroberry Which content do you need? BUYAWARENESS virals poll A B contests branded stories games testimonials community forums reviews infographics articles press releases how to trend report white paper case studies ratings eventsenews demo videos checklist product features calculationswebinars EN TERTA IN CO N VIN CE ED U CATE IN SPIRE
  74. 74. Carole Lamarque . @caroberry SUMMARY ‘HOW IT WORKS?’ 40 Objective Awareness - Understanding – Consideration - Buy Define content & relevant influencers Aligned Marketing timeline Creative production & distribution 1 3 2 4
  75. 75. Carole Lamarque . @caroberry Integrated Marketing Plan
  76. 76. Carole Lamarque . @caroberry Influencer Message Framework INSIGHT INSIGHT TIMING PRIORITY INSIGHT INSIGHT TO BRAND OR NOT TO BRAND INSIGHT INSIGHT PROOF PROOF PROOF PROOF PROOF PROOF Company insights Reason to believe Logo signature
  77. 77. Carole Lamarque . @caroberry INSIGHT INSIGHT TIMING PRIORITY INSIGHT INSIGHT TO BRAND OR NOT TO BRAND INSIGHT INSIGHT PROOF PROOF PROOF PROOF PROOF PROOF MESSAGES MESSAGESMESSAGES MESSAGES MESSAGES MESSAGES CELEBRITY ACTIVIST EXPERT INSIDER AGIATOR JOURNALIST HOUSEHOLD HACKER AUTHORITY CONNECTOR PERSONAL ANALYST Influencer Message Framework
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  81. 81. Carole Lamarque . @caroberry Who did it before?
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  108. 108. Carole Lamarque . @caroberry Het KANO-model
  109. 109. Carole Lamarque . @caroberry Het KANO-model
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  116. 116. Carole Lamarque . @caroberry daily interactioninteraction with or views of fan page or posts
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  122. 122. Carole Lamarque . @caroberry A SUCCES STORY The launch of Red Bull has been the most successful beverage launch of the last decade. It´s success is due to partnering a quality product with well-thought out original communication strategy.
  123. 123. Carole Lamarque . @caroberry CANS 0 200 400 600 800 1000 1200 1400 US sales (in million units)
  124. 124. Carole Lamarque . @caroberry Brand Positioning
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  127. 127. Carole Lamarque . @caroberry ONE BRAND ONE PRODUCT In order to put the entire focus on this one product, this one can, this one brand. No diversifications. No licenscing. No brand-merchandising. No umbrella brand. We said:
  128. 128. Carole Lamarque . @caroberry Absolute Premium Price Red Bull´s real product benefits justified a premiumprice. It is by far the most expensive non-alcoholic drinkon the market. Red Bull is 3 to 6 times more expensive than Coke.
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  130. 130. Carole Lamarque . @caroberry Sampling Event Marketing Opinion Leader Marketing Above-the-line Advertising To build up awareness and image To support credibility of the product and The brand To prove that the Brand is up-do-date and different To convince consumers COMMUNICATION CONCEPT
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  133. 133. Carole Lamarque . @caroberry Event Marketing Red Bull´s event marketing also covers both areas, sports and culture, through a variety of events like Flugtag, Creative Contest, Music Academy, Local Hero Tour and many more. Red Bull doesn´t sponsor events, Red Bull creates, organizes and supports new, innovative and image building events.
  134. 134. Carole Lamarque . @caroberry SAMPLING Sampling is done by highly motivated and well educated emloyees of Red Bull and not “professional” promotion teams. Their briefing is simple: Find tired and exhausted People.They do it in a charming, non offensive way. All we give them is the product, a free range of clothes and a tiny, but very attractive sampling car
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  137. 137. Carole Lamarque . @caroberry CHRISTMAS CARD FOR ZALANDO BLOGGER
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  142. 142. Carole Lamarque . @caroberry GIFT BOX FOR ZALANDO BLOGGER
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  144. 144. Carole Lamarque . @caroberry The Beats Youtube video's tell a story not a commercial message BEATS STORYTELLER
  145. 145. Carole Lamarque . @caroberry BEATS STORYTELLER
  146. 146. Carole Lamarque . @caroberry IT'S ABOUT THE PEOPLE
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  148. 148. Carole Lamarque . @caroberry LEARN HOW TO INCORPORATE INFLUENCERS INTO YOUR SOCIAL SELLING STRATEGY WITH YOUMEN GET A DEMO Want to get more out of your social selling M +32 478 33 7000
  149. 149. Carole Lamarque . @caroberry Thank you

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