Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

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The document outlines an agenda for a webinar on building an effective influencer marketing strategy. The webinar will be led by Kim Celestre of Forrester Research and Michael Jaïs, co-founder and CEO of Augure. It will discuss moving from strategic planning to influencer engagement, addressing the main challenges of influencer marketing including identifying influencers, building relationships, and measuring outcomes, and conclude with a question and answer session.

Marketing

3www.augure.comPresentation Title
Agenda
1- From strategic planning to influencer
engagement
2- The 3 main challenges of Influencer
Marketing… and some tips to overtake
them
3- Questions & Answers
25’.
25’.
10’

4www.augure.comPresentation Title
Agenda
1- From strategic planning to influencer
engagement
2- The 3 main challenges of Influencer
Marketing… and some tips to overtake
them
3- Questions & Answers
25’.
25’.
10’

5www.augure.comPresentation Title
Agenda
1- From strategic planning to influencer
engagement
2- The 3 main challenges of Influencer
Marketing… and some tips to overtake
them
3- Questions & Answers
25’.
25’.
10’

6www.augure.comPresentation Title
Focus groups with PR and marketing practitioners,
Influencers, …

7www.augure.comPresentation Title
The 3 Main Challenges of Influencer Marketing
(according to the Influencer Marketing status report 2014*)
61%
IDENTIFY
their
influencers
56%
BUILD
RELATONSHIP with
their influencers
44%
MEASURE
the outcome of their
Influencer Marketing
programs
* Survey conducted with 650 Marketing and PR practitioners in January 2014

www.augure.com | Blog. blog.augure.com | : @augureFR
Identify your influencers…
and get to know them before
you engage!
1st challenge

9www.augure.comPresentation Title
Who are they?

10www.augure.comPresentation Title
Influence?
Popularity High Klout Score
Some common mistakes
or
=

11www.augure.comPresentation Title
Reach vs Affinity

13www.augure.comPresentation Title
Start from the influencer you know
and find those who write on the
same topics
Identify influencers according to their affinity

14www.augure.comPresentation Title
Get to know them
What are his topics of
interests?
How did he build his digital
influence on your topics?
What are his relevant articles
and posts related to your
topic?
On which channels can
you engage with him?

15www.augure.comPresentation Title
Stay connected
Keep in touch with your
influencers daily updates

www.augure.com | Blog. blog.augure.com | : @augureFR
Build a long-term
relationship with your
influencers
from awareness to collaboration
2nd challenge

17www.augure.comPresentation Title
What do influencers really value from brands?

18www.augure.comPresentation Title
Start by sharing your contents…
Track what works… and what
doesn’t
Share your stories on every
channel

19www.augure.comPresentation Title
Share experiences
Organize events, webinars…
Let them test your product

www.augure.com | Blog. blog.augure.com | : @augureFR
Measure your results
and leverage the business value
of your influencers
3rd challenge

22www.augure.comPresentation Title
Reach
Keep in touch with your
influencers daily updates

23www.augure.comPresentation Title
Resonance

25www.augure.comPresentation Title
Agenda
1- From strategic planning to influencer
engagement
2- The 3 main challenges of Influencer
Marketing… and some tips to overtake
them
3- Questions & Answers
25’.
25’.
10’

AUGURE SPAIN
C/ Orense 25 28020 Madrid- www.augure.com
www.augure.com
blog.augure.com
@augurespain
Thank you!

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1. www.augure.com | Blog. blog.augure.com | : @augureRepMgmt Webinar Building an effective Influencer Marketing Strategy April 8, 2014 @augureRepMgmt #InfluenceMarketing

2. 2www.augure.comPresentation Title Kim Celestre of Forrester research serves Marketing Leaders. Her analysis on social trends, challenges, and best practices helps marketers create social strategies and tactics that deliver value to their prospects and customers. Michael Jaïs Co-founder and CEO of Augure. He previously worked for Accenture, Thomson Multimedia and founded the startup Leonard’s Logic successfully sold to Hummingbird in 1999. He holds a Master degree in Economics and Finance from Science Po Paris, where he is currently giving lectures in a Master of Digital Marketing.

3. 3www.augure.comPresentation Title Agenda 1- From strategic planning to influencer engagement 2- The 3 main challenges of Influencer Marketing… and some tips to overtake them 3- Questions & Answers 25’. 25’. 10’

4. 4www.augure.comPresentation Title Agenda 1- From strategic planning to influencer engagement 2- The 3 main challenges of Influencer Marketing… and some tips to overtake them 3- Questions & Answers 25’. 25’. 10’

5. 5www.augure.comPresentation Title Agenda 1- From strategic planning to influencer engagement 2- The 3 main challenges of Influencer Marketing… and some tips to overtake them 3- Questions & Answers 25’. 25’. 10’

6. 6www.augure.comPresentation Title Focus groups with PR and marketing practitioners, Influencers, …

7. 7www.augure.comPresentation Title The 3 Main Challenges of Influencer Marketing (according to the Influencer Marketing status report 2014*) 61% IDENTIFY their influencers 56% BUILD RELATONSHIP with their influencers 44% MEASURE the outcome of their Influencer Marketing programs * Survey conducted with 650 Marketing and PR practitioners in January 2014

8. www.augure.com | Blog. blog.augure.com | : @augureFR Identify your influencers… and get to know them before you engage! 1st challenge

9. 9www.augure.comPresentation Title Who are they?

10. 10www.augure.comPresentation Title Influence? Popularity High Klout Score Some common mistakes or =

11. 11www.augure.comPresentation Title Reach vs Affinity

12. 12www.augure.comPresentation Title Identify key Influencers on your topics Use keyword searches on your brand, competitors, products, events or trending subjects Get contextual results ranked according to AIR influence algorithm

13. 13www.augure.comPresentation Title Start from the influencer you know and find those who write on the same topics Identify influencers according to their affinity

14. 14www.augure.comPresentation Title Get to know them What are his topics of interests? How did he build his digital influence on your topics? What are his relevant articles and posts related to your topic? On which channels can you engage with him?

15. 15www.augure.comPresentation Title Stay connected Keep in touch with your influencers daily updates

16. www.augure.com | Blog. blog.augure.com | : @augureFR Build a long-term relationship with your influencers from awareness to collaboration 2nd challenge

17. 17www.augure.comPresentation Title What do influencers really value from brands?

18. 18www.augure.comPresentation Title Start by sharing your contents… Track what works… and what doesn’t Share your stories on every channel

19. 19www.augure.comPresentation Title Share experiences Organize events, webinars… Let them test your product

20. 20www.augure.comPresentation Title Build sustainable relationships Build an history of your relationship, and see how her level of engagement with your brand is improving

21. www.augure.com | Blog. blog.augure.com | : @augureFR Measure your results and leverage the business value of your influencers 3rd challenge

22. 22www.augure.comPresentation Title Reach Keep in touch with your influencers daily updates

23. 23www.augure.comPresentation Title Resonance

24. 24www.augure.comPresentation Title Analyze your influencer’s lifecycle Identified / Targeted Engaged Active Business Value / ROI ($) Which influencer fit into my strategy? What level of engagement does the influencer have with my brand? How does the influencer respond? What is influencers’ contribution to the business? • Exposure • Share of Voice • Echo On a given topic • Visit company website • Download a content • Attend an event • Request a loan • …. • Mentions my brands / products in his blog posts, tweets, … • Backlinks to the company website, blog, social accounts… • # sales leads generated from his refferals • Amount ($) of won opportunities

25. 25www.augure.comPresentation Title Agenda 1- From strategic planning to influencer engagement 2- The 3 main challenges of Influencer Marketing… and some tips to overtake them 3- Questions & Answers 25’. 25’. 10’

26. AUGURE SPAIN C/ Orense 25 28020 Madrid- www.augure.com www.augure.com blog.augure.com @augurespain Thank you!

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