Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How To Integrate Influencer Marketing Into Your Marketing Mix

5,796 views

Published on

How To Integrate Influencer Marketing into your Marketing Mix including the business case for influencer marketing, engagement models and how to measure success

Presentation by Tim Williams, CEO of Onalytica first shown at Marketing Week Live, 28th April 2016 at the Kensington Olympia in London, UK

Published in: Marketing
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Amazing presentation. Looks like you've organized what I've been teaching and thinking for the past decade in a few simple slides. So obvious you get it, and wish you well in spreading the word about influencer marketing done right.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

How To Integrate Influencer Marketing Into Your Marketing Mix

  1. 1. www.onalytica.com http://content.onalytica.com/ http://community.onalytica.com/ “How To Integrate Influencer Marketing into your Marketing Mix - Business Case, Engagement Models and Measuring Success” Influencer Relationship Management Tim Williams, CEO @williamstim @onalytica
  2. 2. ONALYTICA Started in 2009, Based in London Influencer Marketing Software Influencer Mapping Reports Professional Services & Consultancy 100K+ Social Influencer Community Michael Birch Paul Birch Bebo Founders & Onalytica Investors
  3. 3. The Modern Buyer’s Journey – Challenge or Opportunity? Source: Lori Wizdo, Forrester
  4. 4. This product is A- MAZE-ing! I’ve already made up my mind! 67% of buying research is done online – Forrester
  5. 5. An average person is served 1,700 banner Ads banner Ads each month - Neilsen The average click through rate is only 0.1% - Neilsen Ad blocking grew by 40% in the last 12 months - Econsultancy Advertising is not working anymore
  6. 6. INFLUENCER MARKETING IS PART OF THE SOLUTION
  7. 7. “Influencer marketing is the practice of marketing to people who influence your target market’s buying decisions and increase conversion rate with your target market”
  8. 8. 6.2% of key influencers are responsible for 80% of influence in social media – Forrester KEY INFLUENCERS 40% 80%10%MARKET REACH 1st Degree Network 2nd Degree Network 3rd Degree Network
  9. 9. USE CASES CUSTOMER RETENTION COMMUNITY ENGAGEMENT LEAD NURTURINGBRAND ADVOCACY THOUGHT LEADERSHIP LEAD GENERATION SOCIAL SELLINGWEBSITE TRAFFIC BRAND AWARENESS EMPLOYEE ADVOCACY
  10. 10. GENERATES 2x THE SALES OF PAID ADVERTISING RESULTS IN RECOMMENDATIONS 3x MORE LIKELY TO TRIGGER A PURCHASE GENERATES 3x MORE “WORD-OF-MOUTH” MESSAGES CAN INCREASE BRAND MARKET SHARE BY AS MUCH AS 10% Source: McKinsey 70% OF CUSTOMERS TRUST ONLINE CUSTOMER REVIEWS 92% OF CUSTOMERS TRUST RECOMMENDATIONS FROM OTHER PEOPLE OVER BRANDED CONTENT Source: Nielsen Influencer Marketing – What Return Can You Expect?
  11. 11. START BY CARRYING OUT AN INFLUENCER MAPPING AUDIT
  12. 12. What does your influencer marketplace look like? Network Maps can be built around: • Corporate Brand • Product Category • Individual Product • Event • Thought Leadership Topic • Reputational Issue • Competitors Celebrities Corporate Assets Mainstream Media Blogs Gamers YouTubers Thought Leaders Competitor Assets
  13. 13. Politicians Mums Aseem Malhotra - Key Influencer Health Professional & Academic Connected with Politicians, Mums , Academics & Journalists Academics Journalists UK Health & Wellbeing Community Top 150 Engaged Social Influencers
  14. 14. Disparate Clusters Of Influencers Jamie Oliver is engaged with Journalists, Mumsnet, Academics & Politicians Sugar Tax – Where Is The Influence Happening?
  15. 15. Understand The Best Approach To Engage Individual Influencers Paid Engagement? Organic Reach? Influence Top Social Connections? Research-led Content?
  16. 16. WHAT ARE THE BEST INFLUENCER ENGAGEMENT MODELS?
  17. 17. Influencer Marketing PR DISCIPLINE 1-to-1 Relationship MARKETING MODEL 1-to-MANY Activation Technology Can Help You Scale 1:to:1 Relationships With Multiple Influencers
  18. 18. Advocacy Model CONTENTPR ADVOCATE Influencer Model EXPERT INFLUENCER CONTENTPREXPERT CONTENT PR JOURNALIST MARKET Broadcast Model TARGET AUDIENCE MESSAGE CONTROL HIGH MEDIUM LOW TRUSTED MESSENGER
  19. 19. SOCIAL SELLING BRAND AMBASSADOR PR MARKETING EMPLOYEE ADVOCACY SMEs TARGET INFLUENCERS Sales Execs Target Accounts Senior Management Media Trained Spokespeople Topical Experts Employees Tier 1 Thought Leaders Employees’ Social Networks Tier 1 & 2 Social Influencers Tier 1 Media & Bloggers TARGET AUDIENCE Model Remains the Same but the SMEs & Influencers Change
  20. 20. HOW TO SUCCESSFULLY MANAGE MULTIPLE INFLUENCERS
  21. 21. NOT ANOTHER INFLUENCER SPREADSHEET!
  22. 22. INFLUENCE VOLUME & ENGAGEABILITY IRM CRM INFLUENCERS CUSTOMERS MANAGED BY PR MANAGED BY DIGITAL MARKETINGPAY TO PLAY MANAGED BY PRMANAGED BY BRAND JOURNALISTS THOUGHT LEADERS HIGH-PROFILE BLOGGERS YOUTUBERS / INSTAGRAMMERS CELEBRITIES BRAND / COMPETITOR ADVOCATES TIER 2 BLOGGERS TOPICAL COMMUNITIES INFLUENTIAL CONSUMERS Influencer Relationship Management (IRM) Is The New CRM For Influencers
  23. 23. HOW CAN YOU USE INFLUENCERS TO OPTIMISE YOUR CONTENT MARKETING STRATEGY?
  24. 24. “94% of small businesses, 93% of B2Bs, and 77% of B2Cs use content marketing” “ONLY 9% of B2B marketers consider their content marketing efforts to be “very effective.” - Content Marketing Institute “13.4% of U.S. adults online create 80% of the content that influences people” - Forrester
  25. 25. STEP 1 Research topics that resonate with your marketplace Engaging Content Influencer Activation Increased Earned Media Value STEP 2 Identify relevant influencers to co-create and share your content STEP 3 Build Relationships with influencers before publishing STEP 4 Publish content and outreach to Tier 1 influencers STEP 5 Measure performance of content Share Your Content With Relevant Influencers
  26. 26. WHAT ARE THE BEST MEASUREMENTS OF SUCCESS?
  27. 27. Measurement & KPI Framework ACTIVITY: Volume of Social Outreach to Influencers ENGAGEMENT: Volume of 2-way Influencer Interactions ADVOCACY: Volume of influencer posts on brand & products AWARENESS: Volume, Reach & Share of Voice of brand, products & campaigns PERCEPTION: Key Message delivery & Sentiment of brand, products & campaigns
  28. 28. Cost of investment (COI) • Researching influencers and setting up influencer programmes • Providing free product samples to target influencers and end target audience • Time / Resource on Social Media Outreach • Content creation • Roundtable influencer events Return on Investment (ROI) • Increase in Earned Media Value and Reach • Increase in Influencer Engagement • Improved Sentiment and Perception • Increase in Brand / Product Advocates • Increase in Site Traffic • Up to 10x Brand Awareness (average 3-5 times) Increase in purchase consideration and SALES How to determine ROI?
  29. 29. 5 TIPS ON HOW TO RUN INFLUENCER PROGRAMMES
  30. 30. 1) Translate Business objectives into Influencer Marketing KPIs (Example KPIs) Business Objective Influencer Marketing KPI 1 Influencer Marketing KPI 2 Increase Sales Increase engagement on social with target accounts Turn prospects into Brand Advocates Generate more leads 5% increase in social referred site traffic to content hub Target number of influencer posts containing content hub URL Improve Brand Reputation Target number of influencer posts containing key brand messages Increase in positive brand sentiment Improve Thought leadership Co-create content with 5 social influencers Create 20 Brand Advocates on a key industry topic Drive Awareness of Product Launch Target number of influencer posts containing product mentions Target number of influencer posts containing product URL
  31. 31. 2) Agree Internal Definition of Your Target Influencer Engagement – Driving engagement through 1st, 2nd and 3rd degree social networks in key topical contexts Social Reach – over 5000 followers or subscribers on Twitter / Instagram / YouTube Relevance – Posting relevant content around your brand, competitor brands, product categories or thought leadership topics Location – Based in markets where you are seeking to influence OR has demonstrable influence over these markets Influencer Type – Journalist, Blogger, Mum, Academic, Business leader, Decision Maker, Consumer etc.
  32. 32. 3) Identify your internal SMEs & train them in Social
  33. 33. 4) Create Your Own Working Engagement Model
  34. 34. 5) Experiment, Learn and Improve
  35. 35. 1) TRANSLATE BUSINESS OBJECTIVES INTO INFLUENCER MARKETING OBJECTIVES 2) AGREE INTERNAL DEFINITION OF YOUR TARGET INFLUENCER 3) IDENTIFY YOUR SMEs & TRAIN THEM IN SOCIAL 4) CREATE YOUR OWN WORKING ENGAGEMENT MODEL 5) EXPERIMENT, LEARN AND IMPROVE
  36. 36. Tim Williams, CEO @williamstim @onalytica www.onalytica.com http://content.onalytica.com/ http://community.onalytica.com/ Come Join us to Network with other Influencer Marketing Professionals! THANK YOU! 18th May @ 6pm Market Porter Pub Borough Market London SE1 9AA

×