Finding Engaged Influencers for your Mobile Brand

1. 4 Steps to Finding
Engaged Influencers
for Your Mobile Brand

2. 1
Intro
When it comes to growing a brand on mobile,
the best chance for a high ROI can be seen
through your organic reach metrics. By
engaging advocates, influencers, ambassadors,
and brand fans, and getting them to help
spread the word, brands have seen
unparalleled growth on mobile.
This paper will help you identify each strategy -
specifically on mobile - and share some tips for
how you can identify, find, and ultimately,
track/reward your influencers.

3. 92 percent of people trust
recommendations from individuals (even
if they don’t know them) over brands.
37 percent better retention is reported
for customer acquired through word-of-
mouth advertising.
1. http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html
2. http://www.slideshare.net/brandonmurphy/brand-advocacy-and-social-media-2009-gma-conference

4. 3
1. Types of Brand Influencers
Advocates, influencers, fans,
ambassadors, and affiliates:
What’s the difference and why
should you care?

5. 4
Types of Brand Influencers
Industry Influencers: are individuals with social reach
and status, along with being well regarded by their
peers. They are not necessarily familiar with your brand,
and different standards determine these individuals'
influence. Whether it’s web-only or celebrity status,
influencers can range from semi-celebrities to
individuals with a wide social media or blog following
and their reach can cross multiple platforms. They
increasingly require a paid arrangement to do business.
Brand Advocates: are the super users and brand fans.
They are most likely users of your mobile app, but in
some cases they can be brand fans without actually
having used your product. They are brand loyalists who
engage with the brand because they truly love it and will
usually take action if asked. They may or may not have a
sphere of influence themselves.

6. 5
Types of Brand Influencers
Fans: are similar to brand advocates, but they are less
likely to take action if asked. If properly engaged and
nurtured, fans can turn into brand advocates.
“People essentially grow this memory about your brand,
about what you do, and they build up kind of… a
positive bank account with you,” said Moz founder Rand
Fishkin. And that’s exactly what a fan has: an affinity for
your brand, even if it’s subconscious.
Brand Ambassadors: are momentary influencers that
brands can utilize for quick wins in organic traffic to
their mobile website or app. Each Brand Ambassador
has the potential to form into a longer-term
relationship.
Look for tools like Influitive, a platform that helps
marketers engage and build a community for existing
influencers, fans or ambassadors and rewards them for
their efforts. The active communities that platforms like
Influitive build are invaluable, and they've successfully
built influencer campaigns for brands such as HP, Box,
and Marketo.

7. 6
Types of Brand Influencers
Affiliates and Bloggers: are individuals that promote the
brand online. They usually write about a specific topic
related to your brand and can be incentivized or
rewarded directly by the sales they produce or the
number of new app installs they get that can be
measured through trackable marketing links.
Brand Influencers: are the indviduals driving new users
and new business for your app. They are usually
successful at making the case for your brand and they
are driving the most new users for your app and
product.

8. 7
Engagement
with Brand
Social
Influence
Best
Incentive
Industry
Influencers
Brand
Advocates
Brand
Fans
Brand
Ambassadors
Bloggers &
Affiliates
Low
High
Money Swag, free
products
High - Low
High
HighLow
Swag, free
products
Job title,
money, status
HighMedium Low
Medium
Revenue
share, pay per
user
Brand
Influencers
Medium
High
Finding
Them
How to
Engage
Neoreach,
Moz,
Apptentive
Social media
engagement
Apptentive,
Localytics,
Mixpanel
Affiliate
networks,
research
Branch
Influencer
Tab
Fans,
students,
job posts
Access to
exclusive
products, sneak
peaks
Free
products, show
appreciation
publicly
Help grow
their network
& influence, use
title on social
Provide content
to promote and
write about
Tout incredible
product,
be willing
to pay
Swag, free
products,
money
Reward for
sharing, provide
recogontion

9. Not all brands pay influencers, but influencer
marketing does require a financial investment of
some kind, even if it's an employees time to
manage influencer relationships.
Most brands try to aim for $0.05-$0.10 per view
on YouTube or $15 CPM on other networks.
Working directly with an influencer is ideal, but
often times the management firms get involved.
The management firms typically won't let the
influencers work with brands free of charge.
$2B was paid out to influencers in 2016.
Micro influencers tend to perform better than
mainstream influencers, but require a much more
significant time investment to coordinate.
Increasingly, brands are looking to long term
partnerships with influencers as opposed to one
time posting.
Brands are finding out that audience demographics
generally matter more than the influencer
themselves.
Micro influencers are rising and social listening
platforms often play a role to identify existing
advocates.
Influencer Payment
Trends in 2017
Influencer Relationship
Trends in 2017
Source: www.neoreach.com

10. 9
2. How to Find Brand Influencers
Advocates, influencers, fans,
ambassadors, and affiliates:
how and where to find them?

11. 10
How to Find Brand Influencers
Industry Influencers: are typically readily available to be
contacted for business opportunities. Social media bios
usually tell a quick story for how to contact an industry
influencer, or the bio will reference a website for how to
get in contact for business inquiries. (Be prepared to
pay.)
Brand Advocates: Search your referral program, social
media, and database to see which advocates are
sharing your brand with their friends and family. Since
most brand advocates will likely use your product,
finding their contact information should be in your
marketing automation system.

12. Neoreach helps you search through 3M+ influencers
based on keywords, social performance, audience
demographics, manage campaigns, payments, and
influencer relationships.
BuzzSumo has a tab dedicated just for “influencers” -
marketers can use keywords and discover Twitter
handles of users sharing similar keyword-related
content.
Moz’s Followerwonk has a tab devoted to influencers –
“Search Bios” - showing users with social authority,
comparisons, and even unique data visualizations for
keywords and Twitter handles.
Source individual social networks like Facebook, Twitter,
Instagram or LinkedIn. You can find influencers by
looking at keywords searches and look at the number of
followers and the level of engagement for each user.

13. 12
How to Find Brand Influencers
Fans: The best way to find fans is to look at your most
engaged users. These could be users that use your app
every day, but also users that share your app with their
friends. You can use in app analytics platforms like
Apptentive, Mixpanel, or Localytics to track the
engagement of these users and set up automated
nurture campaigns or send them in app messaging to
further engage them with your brand.
Brand Ambassadors: The best way to find ambassadors
are to look through influencers in your target audience
and give them the right incentive to join you. The
incentive could be a job, free swag and products, or
even a summer internship.
For example, App Tilt had a competition between their
student brand ambassadors and the best ones got an
internship at their office in San Francisco.

14. Apptentive's Dashboard shows "key insights into who
your customers are, what they care about, and how to
talk with them." Their data allows marketers to
communicate more personally with their fans.
People Analytics from Mixpanel allows marketers to
"understand who your users are and see what they do
before or after they sign up."
User Insights from Localytics will give you insight into
important influencer analytics like Retention, LTV,
Sessions/Events, and other data that can help you
identify your most valuable fans

15. 14
How to Find Brand Influencers
Affiliates and Bloggers: Use affiliate networks and follow
blogs in your specific industry. One way to go about it
would be to segment your target audience and find
specific bloggers and affiliate for each target persona.
Brand Influencers: The best way to find them is by
making sure you use the proper tracking in the links
(optimized for mobile) they use to share your app or
app content. If you are using Branch for your tracking,
we automatically take all the links a user generates and
assign them to your user ID, giving you insights into the
actual influencer tracking and every user each of them
brought to your app.

16. 15
3. Tracking Brand Influencers
Advocates, influencers, fans,
ambassadors, and affiliates:
how do you track and reward
them?

17. 94% of marketers who used influencer
marketing believe the tactic to be
effective.
However, 78% of marketers said that
determining the ROI of influencer
marketing will be a top challenge in 2017.
1. http://www.adweek.com/digital/8-new-stats-about-whether-influencer-marketing-campaigns-actually-work-174868/

18. 17
Tracking Brand Influencers
The best way to track influencer efforts for your mobile app is to make sure they use proper links when
they share your app or products in your app. You should track everything from shares, to clicks and
installs driven by every influencer - whether they are fans sharing your app with friends while using it,
or users just inviting friends to join in an experience, or industry influencers that are getting paid to
promote your product.
The Branch dashboard features an Influencer tab where you can provide customized tracking links for
your influencers; and allows brands to track everything from clicks, installs, retention, and conversions
for each link and for each user.
DashboardDashboard

19. 18
Tracking Brand Influencers
Dashboard

20. 19
4. Getting Brand Influencers to Share
Advocates, influencers, fans,
ambassadors, and affiliates:
how to motivate and entice
them to share your brand?

21. Respondents said that influencer marketing's top benefits entail
creating authentic content about their brand (87 percent),
driving engagement around their brand (77 percent), and driving
traffic (56 percent).
1. http://www.adweek.com/digital/8-new-stats-about-whether-influencer-marketing-campaigns-actually-work-174868/

22. 21
Getting Brand Influencers to Share
When it comes to sharing and spreading your brand, the most powerful triggers that can help you
spread are deeply rooted into human psychology and emotion. According to research by Jonah Berger
in his book Contagious, these 3 triggers can help your app go viral:
2. EMOTION1. EGO 3. INCENTIVES

23. 22
Getting Brand Influencers to Share
2. EMOTION1. EGO 3. INCENTIVES
Social currency & practical
value are two of the largest
components of playing into
an influencers ego. If a brand
can provide exposure for an
influencer, it will make the
relationship that more
impactful, for both sides.

24. 23
Getting Brand Influencers to Share
2. EMOTION1. EGO 3. INCENTIVES
Positive emotions are more
likely to drive sharing,
whereas negative emotions
are more likely to drive a click
to learn more. To make your
content viral, think of ways to
insprire awe, anxiety, fear,
anger, lust, joy, or surprise.

25. 24
Getting Brand Influencers to Share
2. EMOTION1. EGO 3. INCENTIVES
When it comes to rewarding
your influencers, they usually
look for different incentives -
the higher the engagement
with the brand and the higher
the loyalty to your brand, the
less likely effect a financial
motivation will have.

26. 25
Conclusion
Influencer marketing isn't a new concept, but in
the digital age, it's more important than ever.
Consumers are inherently distrusting of
advertisements, and are quickly turning to
friends, family, and popular social media/blogging
personalities for recommendations.
By following these steps, brands can see
increased organic growth across all marketing
channels, specifically, more engagement with
their mobile app, where users convert at a rate
3x that of the mobile web. It could be the
difference between the growth your brand
accepts and the growth your brand needs.

27. ABOUT BRANCH
Branch is the leading mobile linking platform for brands to create an optimized
mobile user experience that drives app growth, conversion, engagement, and
retention. With Branch, app content becomes searchable, discoverable,
shareable, and easy to integrate into any marketing channels like email, SEM,
social media, and SEM. Branch is the trusted mobile linking solution for teams like
Pinterest, Starbucks, BuzzFeed, Airbnb, Jet, Target, Slack, and many more.
© 2016 Branch Metrics. All rights reserved.
branch.io

28. ABOUT NEOREACH
NeoReach is a SaaS platform enabling brands and agencies to build their own
influencer network and streamline their influencer programs. Influencers are the
new tastemakers and brands want to capitalize on the value of influencer
marketing. However, most marketers still run their campaigns on spreadsheets
and operate in silos, wasting time and money, and making decisions based on
intuition rather than data. NeoReach solves this inefficiency by providing brands
with a platform to run all of their influencer programs in one place. With
NeoReach, teams can search through 3M+ influencers based on their audience,
content, and performance, manage campaigns, and track ROI. Our customers
include Wal-Mart, NBCUniversal, and FanDuel. The company is headquartered in
San Francisco, was founded at Stanford University, and has raised $3.2M to date.
neoreach.com