Marketing To Your Influencers: Part 1

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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 discusses ways to identify your most valuable customers, how to treat and engage them, and where to find people like them.

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Marketing To Your Influencers: Part 1

  1. 1. Marketing to Your Influencers Auren Hoffman
  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. Two Types of Influencers 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 How do you find them? 1. “Share Me” email campaigns – coupon redemptions, clicks 2. Referral awards and programs 3. Reactions to online posts/updates – referral stats from bit.ly links 9
  10. 10. Identifying Influencers How do you find them? 4. Klout scores on Twitter 5. High friend counts – free queries on Rapleaf API trial 6. Building an “Influencer” Score – points for clicks, coupon codes redeemed, etc …now what? 10
  11. 11. Engaging Influencers 1. Give away free samples and trials 11
  12. 12. Engaging Influencers 2. Offer invite-only promotions and access to special events (and invite friends) 12
  13. 13. Engaging Influencers 3. Build a referral program 13
  14. 14. Engaging Influencers 4. Ask for feedback (and listen) 14
  15. 15. 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 15
  16. 16. Engaging Influencers 6. Surprise them 16
  17. 17. Engaging Influencers 7. Establish a brand advocate program 17
  18. 18. Engaging Influencers 8. Have executives, management call them 18
  19. 19. Finding More Influencers • Reach out to happy customers • Engage people who are already influential • Find people who are passionate about similar things 19
  20. 20. 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 20
  21. 21. Questions? Rapleaf 667 Mission St, FL 4 San Francisco, CA 94105 www.rapleaf.com 415-886-7270 info@rapleaf.com Twitter: @rapleaf 21

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