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Influencer Marketing: The Better Practice Guide

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Marketing has changed and so has influencer marketing. We took everything we learned from creating highly successful campaigns for companies such as Microsoft, Coca Cola, Sony and many more and put it in this comprehensive guide. Learn how to build a sustainable influencer marketing campaign in 6 easy steps.

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Influencer Marketing: The Better Practice Guide

  1. 1. THE AVERAGE PERSON IS SERVED OVER 1700 BANNER ADS PER MONTH. DO YOU REMEMBER ANY? Source: ComScore MARKETING HAS CHANGED YOUR AVERAGE CLICK THROUGH RATE IS .1% LET’S FACE IT, THE MODEL IS BRO KEN 1st ever banner ad but have you?
  2. 2. INFLUENCER MARKETING Generates 2x the sales of paid advertising Can increase brand market share by as much as 10% SALES MARKET SHARE RECOMMENDATIONSWORD-OF-MOUTH Results in recommenda- tions up to 50x more likely to trigger a purchase Generates 3x more “word-of-mouth” messages Source: McKinsey is here to help
  3. 3. INFLUENCER MARKETING “Influencer marketing is the practice of marketing to those who have influence over your target market. This market influence typically stems from an individual's popularity, expertise or reputation.” definition
  4. 4. INFLUENCER MARKETING in 6 easy steps IDENTIFY your company’s key influencers. MAP to understand your community. LISTEN to tailor your engagement. ENGAGE with excellent content. MEASURE your ROI and performance. ǟ SCALE your program to influence more.
  5. 5. IDENTIFY
  6. 6. IDENTIFY Remember, influence is contextual and don’t mistake popularity for influence Focus on the depth and credibility of their networks Be sure to look at the influencer persona (e.g. blogger, analyst, mum etc) and their affinities
  7. 7. MAP
  8. 8. MAP Network maps are a great way of visualising and understanding a community of influencers See the connections between stakeholders, and how far their influence reaches Illustrate the social landscape of your brand
  9. 9. LISTEN
  10. 10. LISTEN Listen to what your influencers have to say to make sure you tailor your messaging Understand who your most influential audiences are and what they’re focussed on Identify new engagement opportunities and stay abreast of the latest developments
  11. 11. ENGAGE
  12. 12. Align your content strategy with your influencer engage- ment strategy Define your outreach channels and the frequency of communication ahead of time Ensure your engagement is personal, influencer marketing is all about building relationships ENGAGE
  13. 13. ǟMEASURE
  14. 14. Define one clear outcome and up to three KPIs to measure the success Forget about social scores, look for more mature data to prove that your influencing works Focus on engagement rather than potential impressions ǟMEASURE
  15. 15. SCALE
  16. 16. Use content to build interest rapidly among your influencer communities Find new influencers but be sure to maintain and amplify existing relationships Automate tracking and the surfacing of engagement opportunities, to create an always-on program SCALE
  17. 17. For more great tips on how to build sustainable influencer marketing campaigns, head over to www.onalytica.com/blog We also build software that helps you run and scale your influencer programs. REQUEST A FREE DEMO TODAY We have executed over 200 successful influencer programs for Microsoft, Coca Cola, Sony and many others. Forget ineffective advertising and start building long lasting influence.

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