Identifying Your Brand's Social Media Influencers

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How can you identify your brand's social media influencers? We'll dive into the 5Rs to help guide your efforts.

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Identifying Your Brand's Social Media Influencers

  1. 1. Keys to Identifying Your Brand’s 
 Social Influencers By Linda Sellers @linda_sellers
  2. 2. Who can get the message out about your brand AND influence others?
  3. 3. The Five ‘R’ Breakdown to identify your Key Social Influencers   REACH RELEVANCE RESONANCE RAPPORT RESULTS TWITTER   FACEBOOK   PINTEREST   INSTAGRAM   YOUTUBE  
  4. 4. Reach  –  What  is  the  poten?al  impact  (in  fan  numbers  or  impressions)  by  influencer  by   campaign.     Relevance  –  Find  influencers  who  are  both  interested  in  and  knowledgeable  about   your  product  or  service.     Resonance  –  Relates  more  to  the  receiver  of  the  message.  Will  it  be  understood  or   evoke  an  emo?on?     Rela?onships  –  Does  the  brand  have  a  solid  rela?onship  with  the  influencer  including   open  communica?on  lines  and  clear  expecta?ons?     Results  –  What  do  you  hope  to  gain  from  the  engagement?  Do  the  an?cipated  results   align  with  your  KPIs?     REACH
  5. 5. Evaluate: Platforms Fan Numbers Impressions Engagement & Shares   REACH! What is the potential impact of each influencer?
  6. 6. Numbers can be deceiving and aren’t everything. Consider eyeball potential based on: Traffic referral source Geographic location Specific traffic destinations  
  7. 7. RELEVANCE
  8. 8. Look at: Demographics Niche Conversations Platform Fit   Who is knowledgeable about or interested in your product?   RELEVANCE!
  9. 9. Relevance is, well, relevant.   As people grow and change over time (age, interests, and ability), their relevance to your brand may change too.
  10. 10. RESONANCE
  11. 11. Is the audience: Available Open Appreciative Excitable   Will your message be received by their audience and evoke an emotion?   RESONANCE!
  12. 12. What Resonates?   It’s not about telling your brand story, but about helping the influencer tell THEIR story.
  13. 13. RAPPORT
  14. 14. Is the influencer: Willing Optimistic Communicative Clear on Expectations   Can you develop a harmonious relationship with the influencer? RAPPORT!
  15. 15. Rapport to Relationship   Don’t stop with the connection. Build and nurture the relationship. (the 6th R?)
  16. 16. RESULTS
  17. 17. Are KPIs based on: Platform Metrics Impressions Relationships Good Will How will you measure success? RESULTS!
  18. 18. When Things Go Bad   Consider the risks of NOT maintaining a relationship with your key influencers.
  19. 19. Blogger Outreach & Community Building Specialist Mom Blogger Linneyville.com Marketing Manager CreateDigital.com lindasellersblog@gmail.com @linda_sellers   Have Questions? Linda Sellers!

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