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Engauge Enfluence - A Study On Social Influence Marketing (Columbus)
1. SOCIAL INFLUENCE MARKETING AND THE BRAND-INFLUENCER-FAN CONNECTION
Julia Cantor, Engauge, Sr. Digital Publicist (@juliacantor)
Teresa Caro, Engauge, SVP, Social and Content Marketing (@teresacaro)
#enfluence
® 1999 THE LEGO GROUP TM AND ® INDICATE TRADEMARKS OF THE LEGO GROUP
2. ABOUT ENGAUGE
• A full-service agency
for the social age.
• 255 employees
• Columbus, Atlanta,
Pittsburgh, Orlando and
China
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3. WHAT WE DO
Brand Digital Rich and
Planning & Planning & Email Emerging
Strategy Strategy Experiences
Innovation
Social Mobile Analytics
Strategy
User
Broadcast/
Experience Media
Print/OOH/
& Web CRM Planning/
DIrect/
Development Buying
Packaging
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4. OUR PRESENTERS
Julia Cantor, Senior Digital Publicist @juliacantor
Engauge
Teresa Caro, SVP, Social and Content Marketing @teresacaro
Engauge
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5. Your brand isn’t what you say it is.
It’s what they say it is.
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6. INFLUENCE MATTERS
It only takes 10% of a population to convince the majority to adopt a belief. (RPI, 7/11)
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7. DEFINING SOCIAL INFLUENCE
Brand evangelists spend 13% more than the average consumer and refer
business equal to 45% of the money they spend. (Satmetrix)
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8. DEFINING SOCIAL INFLUENCE
Finding those individuals and brand evangelists who can shape an audiences’
awareness, actions and purchase decisions in a way that works for your brand.
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9. DEFINING SOCIAL INFLUENCE
Finding those individuals and brand evangelists who can shape an audiences’
awareness, actions and purchase decisions in a way that works for your brand.
Dakota’s Den http://dakotasden.wordpress.com
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10. DEFINING SOCIAL INFLUENCE
Influence marketing is a land of richness, yet brands want a one-size-fits-
all approach.
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11. THE AGENDA
The Research Takeaways
• Know the Four R’s
• Understand the Influencer-Fan Relationship
• Strive for Value Exchange
• Know Your Influencer
A Roadmap for Success
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12. 1. KNOW THE FOUR R’S
REACH, RELEVANCE, RESONANCE, RELATIONSHIPS
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13. #1: REACH
Choosing an influencer based solely upon reach is a missed opportunity at best,
and a serious strategic misstep at worst.
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14. #2: RELEVANCE
30 %
of influencers say the second most
important factor for considering a
relationship with a brand is the relevance of
the brand to their audience.
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15. #3: RESONANCE
Resonance and relevance are closely related. In fact, there can’t be
resonance without relevance. Yet, while related, they are different.
4 th most important factor among influencers for
considering a relationship with a brand is
social responsibility or other beliefs and
positions of the brand aligning with their own.
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17. #4: RELATIONSHIP
39% of influencers have had a
bad experience with a brand,
primarily because the brand
didn’t follow through with the
deal they made (33%), or
because they were bad at
communicating (23.5%)
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18. TAKEAWAY
FOUR R’S.
• Social Influence Marketing is not one-size-fits all.
• A true understanding and assessment of a social influencer requires
you to take the time to do your homework.
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19. 2. UNDERSTAND THE INFLUENCER-
FAN RELATIONSHIP
REWARDS. RELIABILITY. RAPPORT.
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23. INFLUENCER-FAN RELATIONSHIP
92 % of influencers said giveaways are either
important or very important.
3 % of fans say giveaways have any
influence on them
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24. TAKEAWAY
INFLUENCER-FAN RELATIONSHIP.
• Remember, an influencer’s success
relies on their audience 73
% of fans have purchased a
product based on an
influencer’s recommendation
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• Give the audience reliable information
% of fans we surveyed have
been disappointed by
• Ensure brand information feels authentic recommendation
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25. 3. STRIVE FOR A ROBUST AND WELL-
ROUNDED VALUE EXCHANGE
MOVING BEYOND MONEY.
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29. TAKEAWAY
STRIVE FOR VALUE EXCHANGE.
• You get what you pay for
• Don’t assume payment is always monetary
• Ensure it makes good business sense
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30. 4. EXTEND YOUR REACH BEYOND
THE BLOG
KNOW YOUR INFLUENCER AND HOW THEY TICK.
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31. EXTEND REACH BEYOND THE BLOG
Bloggers aren’t just bloggers anymore... They are content marketers
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32. TAKEAWAY
WHAT WE CAN LEARN FROM INFLUENCERS.
• Amplify: Use multiple social channels to extend reach, for convenience, to syndicate content
• Engage: Speak in short form more frequently and to interact with audience on a daily basis
• Show Value: Have a blend of original and curated content
• Integrate and Optimize: Share, re-share and interact with followers while linking them back
to blogs where followers can take a deeper dive into content
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33. THE SOCIAL INFLUENCE MARKETING ROADMAP
STEPPING STONES FOR SUCCESSFUL CAMPAIGNS
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34. 1.
DEFINE GOALS & SET BENCHMARKS
• Business Goals, Objectives
• Strategy
• Tactics
• KPIs
2.
IDENTIFY YOUR AUDIENCE
• Organic Search
• Social Influence Identification Tools
• Influencer Networks
• Influencer Self-Identification
• Customer Databases
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35. 3. ASSESS INFLUENCER QUALITY
•
•
•
Reach
Relevance
Resonance
4.
• Relationship
PROFILE YOUR AUDIENCE
Inspire Action=Value Exchange
Use what you’ve learned to
determine compensation. How
are they most motivated.
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36. DEVELOP RELATIONSHIPS
5.
LONG TERM
RELATIONSHIP
E
F
O R TIM
T E
N V
U O
O Y
M C
A A
C
V O
AD
NEW
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RELATIONSHIP #enfluence
37. DEVELOP RELATIONSHIPS
6. DETERMINE SUCCESS
• Refer to your business objectives and
benchmarks. How did it measure up?
What could be done differently?
• Don’t expect approach to remain the
same — influence marketing is changing
and evolving.
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