Example strategy around proving value of using influencers and employees in your content marketing distribution

1. Online Influencers
Outlining the advantages of using influencers in content marketing
Social Analysis – Owner John Hunter @johnhunteruk – 17 April 20181
@ johnhunteruk
uk.linkedin.com/in/johnhunteruk

2. Benefits of using influencers
Social Analysis – Owner John Hunter @johnhunteruk – 17 April 20182
• Incremental reach with little spend
• Improving Trust (Nielsen study)
• Assists creating a lighthouse brand identity
• Increase employer brand profile (employee influencers only)
• Upskilling for digital communications (employee influencers only)

3. Using Ohanian’s source credibility model for influencer selection we can
show the three main types of influencers
Social Analysis – Owner John Hunter @johnhunteruk – 17 April 20183
•A�rac�ve
•Class
•Elegance
•Beauty
•Sexy
A�rac�veness
•Dependability
•Honesty
•Reliable
•Sincerity
•Trustworthy
Trustworthiness
•Experience
•Knowledgeable
•Qualified
•Skills
•Expert
Exper�se
Credibility impact
Opinion Leader
•Non expert
•Influen�al
•Large following
•Celebrity-esque
•Public speaker
•Confident
Opinion Former
•Expert
•Experienced
•Recognised by peers
•Credited
•Respected
Ambassador
Expert
Employees as advocates
Main Types of Influencers Selection Process

4. To assess influencers we can extend Ohanian’s model for influencer
selection scoring
Social Analysis – Owner John Hunter @johnhunteruk – 17 April 20184
Category Subcategory Yes / No Scale Score
Attractive No 2 0
Class No 2 0
Elegance No 2 0
Beauty No 2 0
High follower reach No 5 0
Dependability No 3 0
Honesty No 3 0
Reliable No 3 0
Sincerity No 4 0
Trustworthy No 5 0
Experience No 5 0
Knowledge No 2 0
Qualified No 4 0
Skilled No 2 0
Expert No 5 0
TOTAL 0
Influencer Rating
Strong profile - look to build relationship A FALSE
Good profile - look to build relationship B FALSE
Average profile - only selct if relevant to content C FALSE
Low profile - do not select None TRUE
Attractiveness
Trustworthiness
Expertise

5. Employees may have small influence but together with marginal gains can
offer the same impact as a high profile influencer
Social Analysis – Owner John Hunter @johnhunteruk – 17 April 20185
Employee as
Advocates
Employees as advocates
resourcing
Results from using employees
as advocates and 3rd parties
Internal experts /
thought leaders
Company
makers
Partners
Bloggers
Campaign reach
Incremental reach
Company makers
Directors
Experts
Ambassadors
Employees
general
Leaders

6. Summary
Social Analysis – Owner John Hunter @johnhunteruk – 17 April 20186
Influencers should be used as part of the whole amplification plan,
incorporating paid, owned and earned.
Incremental reach
Owned
Channels
Paid Earned
Advocacy
Viral
Influencer network
ATL / BTL
Display / PPC
Social
Web / Social
Site branding

7. Social Analysis – Owner John Hunter @johnhunteruk – 17 April 20187
APPENDIX

8. Further influencer profile description
Social Analysis – Owner John Hunter @johnhunteruk – 17 April 20188
•Recognised expert or leader in their field,
•High influence level on social media.
•Expert and/or leader
•Credible source
•Well known or key figure
•Recognised in industry or by peers
•Confident and comfortable with digital/public speaking
•Regularly invited to speak at events on behalf of EDF E in his/her subject area
Ambassadors
(opinion leaders)
•Employees who are experts in their field may this be a niche area that we could use to
write/ghost write content for.
•An expert in their subject area
•Contributes to significant organisa�on change or improvement
•Is a member of recognised consulta�on panels or boards
•Held in high regard amongst industry leaders
•Not essen�ally digital savvy
Experts
(opinion formers)
•Employees at any level who have a good understanding of social media
•Digital aware and comfortable
•Influen�al social profile
•Confident and capable with communica�ons
•Brand advocate
Employees as advocates
(opinion followers)