#YVRSocial: The Rise of the Influencer [Hootsuite]
Nov. 27, 2017•0 likes
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This is a presentation by Alicia Taggio, Advocate Marketing Lead at Hootsuite for the #YVRSocial "the Rise of the Influencer " Event on Nov 23 2017. For more details, visit YVRSocial.ca Copyright (c): Alicia Taggio
Evolution of social● How do I reach my target audience?
● How do I establish credibility with potential buyers?
● How do I deliver an authentic brand message?
● How do I build meaningful relationships with key stakeholders?
● How can I use social to directly drive revenue?
Marketers are Facing New Challenges
To sell things, you need to build trust.
But the old tricks aren’t fooling people anymore...
The erosion of public trust
Only 37% of the
public trust CEOs.
Only 29% trust
And 85% of the public
lack faith in the
Government Media Business NGOs
Trust in Institutions
Percent trust in the four institutions of
government, business, media, and NGOs,
2016 vs. 2017
Media declines the most
Source: Edelman’s 2017 Trust Barometer
With the old institutions failing them,
people are turning to a familiar source:
Peers are now as credible as experts
Source: Edelman’s 2017 Trust Barometer
60 60 60
Board of directors CEO NGO
Employee A person like you Academic expert Technical export
Percent who rate
each spokesperson as
extremely/very credible 2017
Businesses that succeed put their people—
employees, advocates, customer
communities, and online influencers—at
the center of their marketing strategy.
Engage and work with influencers
in key verticals to drive growth,
brand awareness and pipeline
1. Who am I trying to influence?
2. Who do my customers, prospects and community trust?
3. How can we work together for mutual value?
3 Questions that Guide our Influencer Strategy
Who are Hootsuite’s Influencer Personas?
‘Bryan’ ‘Elise’ ‘Jeremy’ ‘Acme’‘Russ’
‘Russ’ is heavily engaged with a
tight network and drives
decision making in his niche.
He’s a subject matter expert
(SME), maybe in retail or
government, or a regional
leader online. His
recommendation might not
break the internet, but it could
definitely help win business.
‘Bryan’ is a thought leader in
social and digital marketing, with
a large social following. He
creates content, engages his
audience, and is likely to drive
trust, advocacy and #brandlove.
‘Elise’ is a social media
practitioner with a recognizable
brand. She is socially engaged
via her own profiles, and is
visible online as a leader in
tactical implementation. Her
Klout score probably exceeds
her real-world clout, but her
opinion is trusted.
‘Jeremy’ is a social or digital
leader with a recognizable
enterprise organization. He
engages online enough to be
active, but his offline influence
exceeds his digital footprint.
He’s the guy who writes the
cheques (and so do his peers).
‘Acme’ is known as a category-
leader in social and digital
marketing. They engage with
their customers, are quick to
adopt new mediums, and
build #brandlove across all
channels. They ‘get’ social and
the world knows it.
Hootsuite’s Industry Principles
Non-Profits + EMEA
- System of tabs and streams allows you
to organise your dashboard for seamless
- See all relevant conversations, find
trending content, and respond to
messages across all your social channels
● Expand the functionality of your Hootsuite dashboard
even further with advanced applications from
Hootsuite’s App Directory
● Our free and premium apps cover a range of functions
including CRM, email marketing, content
management, analytics, and more…
● Explore all our App Directory
Enhance your dashboard with the
Hootsuite App Directory
Demographics Pro for Twitter
Get Audience Profiles of other Twitter accounts -- those
mentioning your accounts, brands and events
Discover gender split, average age, income, top cities, occupations,
likes, interests, brand affiliations and more
Research profiles of people tweeting hashtags -- hashtags you've
used in your Twitter marketing campaigns
View rich audience profile reports -- discover where they eat,
shop, and other common Twitter profiles they follow
TrendSpotter for Instagram
View trending photos and videos for any tag or keyword
Discover related trending hashtags for any search.
Gain insights into and engage with trending influencers on
Share trending photos and videos to all your social
networks in Hootsuite.
Consider the Rs of influence:
Relevance: The influencer is sharing content and developing a following relevant to
your business and the particular market segment you want to target.
Reach: The number of people you could potentially reach through the influencer’s
follower base that would bring value to your business.
Resonance: The potential level of engagement the influencer can create with an
audience that’s valuable and relevant to your brand.