This is a C-level view of influencer marketing showing where it fits in your marketing mix, why it is important, how it is different than PR and its benefits. For 9 years Ivy Worldwide has run results driven influencer programs that drive demand globally for large, international brands.

1. InfluencerMarketing
Overview
Geoff Nelson
geoff@ivyworldwide.com

2. Influencer Marketing - It identifies the individuals that have
influence over potential buyers, and orients marketing
activities around these influencers.
Our objective – Give influencers compelling and ongoing
reasons to talk about your brand, products and services.
A definition

3. Influencer marketing:
Where does it fit within marketing?

4. Why is it an important part of your marketing mix?
Secondary research findings
When we enter the workplace we do not cease being consumers.
The habits we exhibit as consumers carry over into how we
search and evaluate information in our B2B roles..

5. • Influencer Marketing is not Public Relations
• PR = broadcasting a message (press releases, media pitch)
• Influencer marketing = online community relationships
• Influencer Marketing is not Social Media
• Social media = brands connecting with customers, buyers
• Influencer marketing = brands connecting with influencers
• Influencer Marketing is not Content Marketing
• Content marketing = you create branded content
• Influencer marketing = influencers create earned content
What influencer marketing is not

6. Implications for marketersOnline influencers’ sway now outweighs that of marketers
1. Buyers may not contact
salespeople until they are
70% through their
decision journey (CDJ)
2. Buyers search online to
read what trusted experts
and your customers say
about your products
3. You must now think like a
publisher, engaging online
influencers to generate
content that influences
buyers in the initial 70% of
the buying cycle
©2014 Ivy Worldwide, Inc. 6
So urce : McKinse y & Co

7. Results of Behavior ShiftEmpowered buyers rely less on brands for product information
Trend A:
Buyers have been shown to
trust third parties (friends,
peers, industry experts) more
than brands.
Impact:
Paid and owned media have
less influence the further
buyers progress in their
decision journey.
Trend B:
Buyers are conducting their
own product research and
waiting until nearly 70%
through their decision
journey before contacting a
salesperson.
Impact:
Brand sales channels have
less interaction with buyers
to make the sale.
©2014 Ivy Worldwide, Inc. 7So urce : McKinse y & Co

8. • Three primary ways influencers can be leveraged:
• Communications (deliver messages to their audience)
• Promotions (deliver offers to their audience)
• Insights (solicit feedback from their audience)
• Why it Works:
• Trust – influencers don’t work for your brand
• Reach – access to incremental audiences
• Leverage – influencers create content for you
• Cost – you’re not renting eyeballs (e.g. paid media)
• Effectiveness – earned content is indexed by search engines and is
visible for years, while paid media ceases to be visible when the ad buy
expires
Influencer tactics

9. • Remember: Trust is a process – not an event
• Understand what is important to them:
• Follow target influencers
• Read target influencers
• What they want - Add value to their brand
• Provide expert content and access to your resources
• Give them experiences with your product, brand and customers
• Sponsor events
• Contribute to conversation threads (educate their audience)
• Offer exclusive audience benefits
• Offer unique insight about your company for their audience
How to woo them

10. • Business advocates - influencers that are extremely familiar with your
services and perspective will share this knowledge with their readers
• Increased Agility – Fast-twitch marketing - your competitors to become
reactive to your messaging and perspective
• Competitive advantage - Insights into trends and competitive offerings
• Earned Credibility – people don’t trust brands. But they trust brands
recommended by others.
• Valuable Long-term Relationships – This is the most important.
Influencers have vast networks. Your brand will benefit by investing in this
relationship.
Indirect Benefits

11. • Informed Leads – Potential customers that are on a mission rather than
on a shopping trip
• SEO for Life – BLOG=Better Listings On Google. And Google never forgets.
• Compelling Content – Bloggers are storytellers. That’s how they’ve built
their audience.
• Targeted Awareness – Direct connection to readers that are looking for
what you offer
• Door-opener content for your sales force – And proof points to help close
deals
Direct Benefits

12. Implications for marketersOnline influencers’ sway now outweighs that of marketers
1. Buyers may not contact
salespeople until they are
70% through their
decision journey (CDJ)
2. Buyers search online to
read what trusted experts
and your customers say
about your products
3. You must now think like a
publisher, engaging online
influencers to generate
content that influences
buyers in the initial 70% of
the buying cycle
©2014 Ivy Worldwide, Inc. 12
So urce : McKinse y & Co

13. Results of Behavior ShiftEmpowered buyers rely less on brands for product information
Trend A:
Buyers have been shown to
trust third parties (friends,
peers, industry experts) more
than brands.
Impact:
Paid and owned media have
less influence the further
buyers progress in their
decision journey.
Trend B:
Buyers are conducting their
own product research and
waiting until nearly 70%
through their decision
journey before contacting a
salesperson.
Impact:
Brand sales channels have
less interaction with buyers
to make the sale.
©2014 Ivy Worldwide, Inc. 13So urce : McKinse y & Co

14. The ProblemBrands are spending in the wrong places
©2014 Ivy Worldwide, Inc. 14
So urce : McKinse y & Co

15. The SolutionReallocate funding across all media types for lead generation
©2014 Ivy Worldwide, Inc. 15
So urce : McKinse y & Co

16. 2014 Ivy Worldwide All Rights Reserved
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