Marketing To Your Influencers: Part II

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Rapleaf's Phil Davis continues the discussion. With consumer voices playing a bigger and bigger role in a company's brand and reputation, knowing who your most influential brand advocates are has never been more important for your company's growth. This session will discuss ways to identify your most valuable customers, how to treat and engage them, and where to find more people like them.

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Marketing To Your Influencers: Part II

  1. 1. Marketing to Your Influencers Phil Davis
  2. 2. Agenda • Identifying Influencers • Engaging Influencers • Finding More Influencers 2
  3. 3. Conventional Wisdom “Total Customer Value” depends on individual spend High Good High Treatment Past and Future Spending Satisfaction Spending 3
  4. 4. Influencers… Have high “Total Referral Value” Customers VIP W.O.M. and with lots of Treatment, many more friends and Special customers impact Promotions 4
  5. 5. Marketing to Influencers Influencers shape surrounding opinions 5
  6. 6. Levels of Influence Depend on friendships… 6
  7. 7. Levels of Influence social persuasion… 7
  8. 8. Did You Know? % of buyers who rely on WOM for purchases: Travel and vacation Computers and software Dining and restaurants 22% 38% 67% 8
  9. 9. Identifying Influencers 1) Start w/ Rapleaf Data 2) “Share Me” email campaigns 3) Referral awards and programs 4) Reactions to online posts/updates 5) Update influencer scores based online and offline campaigns …now what? 9
  10. 10. Engaging Influencers 1. Give away free samples and trials 10
  11. 11. Engaging Influencers 2. Offer invite-only promotions and access to special events (and invite friends) 11
  12. 12. Engaging Influencers 3. Build a referral program 12
  13. 13. Engaging Influencers 4. Ask for feedback (and listen) 13
  14. 14. Engaging Influencers 5. Setup customer service (and other) flags Actor Kevin Smith, kicked off of plane for being overweight, shared his experience with 1.6 million Twitter followers 14
  15. 15. Engaging Influencers 6. Surprise them 15
  16. 16. Engaging Influencers 7. Establish a brand advocate program 16
  17. 17. Engaging Influencers 8. Have executives, management call them 17
  18. 18. Finding More Influencers • Reach out to happy customers • Engage people who are already influential • Find people who are passionate about similar things 18
  19. 19. Finally… Influencer marketing is not a short cut. • Make every customer happy • Surpass expectations • Be creative • Impress them • Give them things to talk about • Measure results • Stay humble 19
  20. 20. Questions? Phil Davis phil@rapleaf.com Rapleaf www.rapleaf.com 224-456-2300 Twitter: @rapleaf 20

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