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1 
IDENTIFYING AND ACTIVATING 
SOCIAL MEDIA INFLUENCERS IN 
7 SIMPLE STEPS
2 
TODAY’S PANELISTS 
Chris Newton 
VP of Business Development 
@csnew10 
Eileen Bernardo 
Marcom Manager/Social Strategis...
3 
HOUSEKEEPING 
• Q&A panel on your right 
• Recording for those who couldn’t make it 
• All attendees will receive slide...
4 
WHAT WE’LL COVER 
• Why social media influencers matter 
• How to identify social media influencers 
• How to activate ...
5 
WHY SOCIAL MEDIA MATTERS 
Percent of 
74% of people rely on social networks 
to guide a purchase decision 
Column1 
75%...
6 
IT’S ALL ABOUT TRUST 
% 
of people trust 
brand messaging on 
social networks 
% 
of people trust 
recommendations 
fro...
7 
Buyers Don’t Trust Marketing 
IT’S ALL ABOUT TRUST 
Source: Nielsen Report 
#2 most trusted forms of 
advertisement 
Pe...
8 
SET CLEAR 
PROGRAM 
OBJECTIVES
9 
SET THE OBJECTIVE 
What are you trying to accomplish? 
• Brand awareness 
• Product promotion 
• Event attendance 
• Re...
10 
Buyers Don’t Trust Marketing 
YOU CAN GET THERE
11 
BRAINSTORM 
RELEVANT 
TOPICS
12 
DETERMINE THE CONVERSATION 
• Who do you want to talk to? 
• What do you want to talk about? 
• Where will these conve...
13 
Buyers Don’t Trust Marketing 
CONVERSATION IS KEY
14 
DISCOVER 
THE 
INFLUENCERS
15 
IDENTIFYING YOUR INFLUENCERS 
• Influencers - Individuals whose opinions others trust and whose feedback can help anot...
16 
Buyers Don’t Trust Marketing 
WHO LOVES YA, BABY?
17 
INVITE 
THEM TO 
ENGAGE
18 
ENGAGING YOUR INFLUENCERS 
You’ve discovered your influencers… now what? 
• Have a conversation 
• Develop a relations...
19 
Buyers Don’t Trust Marketing 
CONVERSATION IS KEY
20 
INFLUENCERS 
ADVOCATES 
• Broad reach 
• Domain knowledge 
• Influential opinions 
• Genuine fan 
• Direct experience ...
21 
Buyers Don’t Trust Marketing 
TURNING INFLUENCERS INTO ADVOCATES
22 
DELIVER 
TRUE 
VALUE
23 
BUSINESS VALUE 
• High Quality 
• On Time 
• On Budget 
• Open Communication 
• No Scary Surprises
24 
PERSONAL VALUE 
• Education 
• Networking 
• Recognition
CUSTOMER MARKETING & REVENUE 
Source: Demand Metric 25 
29% 
33% 
17% 
52% 
57% 
44% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
Cu...
26 
OFFER 
CHANCES TO 
ADVOCATE
27 
Advocates Do it All 
WHAT CAN YOUR ADVOCATES DO? 
Referrals Product reviews 
Content 
distribution 
References 
Social...
28 28
29 
MOTIVATE 
AND 
RECOGNIZE
30 
PART OF THE TEAM
31 
MEASURABLE IMPACT
32 
RECOGNITION
33 
REFINE 
AND 
REPEAT
34 
ENGAGEMENT BUILDS MOMENTUM
35 
7 SIMPLE STEPS 
1. set clear program objectives 
2. brainstorm relevant topics 
3. discover the influencers 
4. invite...
36 
QUESTIONS? 
Chris Newton 
VP of Business Development 
@csnew10 
Eileen Bernardo 
Marcom Manager/Social Strategist 
@ei...
37 
WANT TO LEARN MORE? 
www.viralheat.com 
www.viralheat.com/blog
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Identifying and Activating Social Media Influencers in 7 Simple Steps

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Learn to identify and activate your social media influencers and advocates in this session, hosted by Eileen Bernardo of Viralheat and Chris Newton of Influitive.

Published in: Social Media
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Identifying and Activating Social Media Influencers in 7 Simple Steps

  1. 1. 1 IDENTIFYING AND ACTIVATING SOCIAL MEDIA INFLUENCERS IN 7 SIMPLE STEPS
  2. 2. 2 TODAY’S PANELISTS Chris Newton VP of Business Development @csnew10 Eileen Bernardo Marcom Manager/Social Strategist @eileenrene eileen@viralheat.com
  3. 3. 3 HOUSEKEEPING • Q&A panel on your right • Recording for those who couldn’t make it • All attendees will receive slides • Twitter hashtags #advocatemktg #influencers
  4. 4. 4 WHAT WE’LL COVER • Why social media influencers matter • How to identify social media influencers • How to activate influencers as brand advocates • Best practices to keeping advocates engaged
  5. 5. 5 WHY SOCIAL MEDIA MATTERS Percent of 74% of people rely on social networks to guide a purchase decision Column1 75% say info found on social channels influences shopping behavior & enhances brand loyalty
  6. 6. 6 IT’S ALL ABOUT TRUST % of people trust brand messaging on social networks % of people trust recommendations from friends Source: Nielsen Report
  7. 7. 7 Buyers Don’t Trust Marketing IT’S ALL ABOUT TRUST Source: Nielsen Report #2 most trusted forms of advertisement Personal recommendations & word-of-mouth .
  8. 8. 8 SET CLEAR PROGRAM OBJECTIVES
  9. 9. 9 SET THE OBJECTIVE What are you trying to accomplish? • Brand awareness • Product promotion • Event attendance • Referrals & sales • Thought leadership • Relationship building • Brand loyalty
  10. 10. 10 Buyers Don’t Trust Marketing YOU CAN GET THERE
  11. 11. 11 BRAINSTORM RELEVANT TOPICS
  12. 12. 12 DETERMINE THE CONVERSATION • Who do you want to talk to? • What do you want to talk about? • Where will these conversations happen? • When is the ideal time to engage? • Why is this topic important? • How will I find relevant individuals?
  13. 13. 13 Buyers Don’t Trust Marketing CONVERSATION IS KEY
  14. 14. 14 DISCOVER THE INFLUENCERS
  15. 15. 15 IDENTIFYING YOUR INFLUENCERS • Influencers - Individuals whose opinions others trust and whose feedback can help another make or break a decision. • Impact influencers - individuals with the largest following and biggest potential impact • Volume influencers - individuals who mention your brand or product • Identifying your social media influencers – Manual search – SMMS tool
  16. 16. 16 Buyers Don’t Trust Marketing WHO LOVES YA, BABY?
  17. 17. 17 INVITE THEM TO ENGAGE
  18. 18. 18 ENGAGING YOUR INFLUENCERS You’ve discovered your influencers… now what? • Have a conversation • Develop a relationship • Propose a partnership • Give sneak peaks/beta access • Build brand loyalty • Say thank you Remember: Don’t be creepy - stay on the same platform
  19. 19. 19 Buyers Don’t Trust Marketing CONVERSATION IS KEY
  20. 20. 20 INFLUENCERS ADVOCATES • Broad reach • Domain knowledge • Influential opinions • Genuine fan • Direct experience • Long-term relationship
  21. 21. 21 Buyers Don’t Trust Marketing TURNING INFLUENCERS INTO ADVOCATES
  22. 22. 22 DELIVER TRUE VALUE
  23. 23. 23 BUSINESS VALUE • High Quality • On Time • On Budget • Open Communication • No Scary Surprises
  24. 24. 24 PERSONAL VALUE • Education • Networking • Recognition
  25. 25. CUSTOMER MARKETING & REVENUE Source: Demand Metric 25 29% 33% 17% 52% 57% 44% 60% 50% 40% 30% 20% 10% 0% Customer satisfaction program Customer referral program Renewal campaigns No/Low Revenue Moderate/High Revenue
  26. 26. 26 OFFER CHANCES TO ADVOCATE
  27. 27. 27 Advocates Do it All WHAT CAN YOUR ADVOCATES DO? Referrals Product reviews Content distribution References Social promotion Media interviews User groups Product surveys Customer Advisory Boards Analyst briefings
  28. 28. 28 28
  29. 29. 29 MOTIVATE AND RECOGNIZE
  30. 30. 30 PART OF THE TEAM
  31. 31. 31 MEASURABLE IMPACT
  32. 32. 32 RECOGNITION
  33. 33. 33 REFINE AND REPEAT
  34. 34. 34 ENGAGEMENT BUILDS MOMENTUM
  35. 35. 35 7 SIMPLE STEPS 1. set clear program objectives 2. brainstorm relevant topics 3. discover the influencers 4. invite them to engage 5. deliver true value 6. offer opportunities to advocate 7. motivate and recognize then, refine & repeat to maintain engagement
  36. 36. 36 QUESTIONS? Chris Newton VP of Business Development @csnew10 Eileen Bernardo Marcom Manager/Social Strategist @eileenrene eileen@viralheat.com
  37. 37. 37 WANT TO LEARN MORE? www.viralheat.com www.viralheat.com/blog

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