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Creating A Healthy
Influencer Marketing Program
A.Emre Erşahin
2007
The Brief
 Identify and recruit “brand ambassadors”
 Word-of-mouth objectives
 Influencers who have influence
 Circle of trust
 Acquire, satisfy & retain “brand ambassadors”
 Penetration & seeding power
 Extract actionable insight from “brand ambassadors”
 Constant feedback mechanism & measurement
 Periodic meetings
Target Audience
 12-24 age group
 High schools
 Colleges & universities
 Global web culture
 Networked & hyperlinked
 Short attention span
 High consumption speed
 Music, Sports, Cinema, Dating
 Distinctive profiles
 Childish Teenies
 Techno Savvies
 Sociable Technophobes
 Trend Seekers
Underlying Concepts
 Social Networks
 Social Capital
 Sociometry
 Influencer Marketing
 A social network is a social
structure made of nodes that
are tied by one or more
specific types of relations
 In its simplest form, a social
network is a map of all of the
relevant ties between the
nodes being studied.
 The network can also be used
to determine the social
capital of individual actors.
 Social Networks
 Social Capital
 Sociometry
 Influencer Marketing
Underlying Concepts
 Social capital is created by a
person's location in a
structure of relationships.
 The core idea of social
capital theory is that social
networks have value.
 It explains how some people
gain more success in a
particular setting through
their superior connections
to other people.
 “The spirit of community”
Underlying Concepts
 Social Networks
 Social Capital
 Sociometry
 Influencer Marketing
Underlying Concepts
 Sociometry produces a view,
where the attributes of
individuals are less
important than their
relationships and ties with
other actors within the
network.
Underlying Concepts
 Social Networks
 Social Capital
 Sociometry
 Influencer Marketing
Underlying Concepts
 Influencer marketing is a
form of marketing in which
focus is placed on specific
key individual types rather
than the target market as a
whole.
 It identifies the individuals
that have influence over
potential buyers, and
orientates marketing activities
around these influencers.
Underlying Concepts
 Social Networks
 Social Capital
 Sociometry
 Influencer Marketing
Underlying Concepts
 Influencers by definition
have high social capital
 Influencer marketing is
investment management
for social capital.
 It requires identification of
individuals in the network with
high social capital to invest
and to better influence the
whole network.
Underlying Concepts
 Social Networks
 Social Capital
 Sociometry
 Influencer Marketing
Influencer
Marketing
Sociometry
Social Capital
Program Itself
Emre Erşahin
2007
Influencer Program Outlook
 Measure & classify influencers according to their social capital
 Identify & recruit potential brand advocates with high social capital
 Create a multilogue sharing platform for influencers
 Create & nourish desired behavior with awarding
 Seed products, services, opinions & trends
 Create motivation for discussion, sharing & increasing usage
 Gain and measure performance indicators &
valuable insight from influencersMeasure
Execute
Create
Discover
Execution Phases
MeasureExecuteCreateDiscover
Discover target
audience and
identify & recruit
influencers
Create influencer
concepts & program
Program
implementation
online & offline
Measurement of
the results and
evaluation
How To Discover Social Capital?
Social Circles
Online Survey
References
Sociometry
Discover
Social Capital
How To Discover Social Capital?
Social Circles
Online Survey
References
Sociometry
 An algorithm to identify and
classify influentials in the
brand’s network
 Connectedness
 Level of involvement
 Geographic coverage
 Online presence
 Social network participation
Discover
Social Capital
How To Discover Social Capital?
Social Circles
Online Survey
References
Sociometry
 Online social capital survey
 Attitudes, interests, opinions
and activities
 Digital trace: Blogs, social
network memberships,
twitter, groups, forums…
 Check status, number of
peers, rankings, ratings,
etc…
 Classify & segment target
audience
Discover
Social Capital
How To Discover Social Capital?
Social Circles
Online Survey
References
Sociometry
What role do you usually play in
deciding what to do with your
friends?
a) I prefer to hangout by myself, so I
can do what I want
b) I usually go along with what my
friends decide to do
c) I voice my opinion and we make a
decision together
d) I share my plan and often
convince my friends to go along
e) I plan activities and my friends
come along
Discover
Social Capital
How To Discover Social Capital?
Social Circles
Online Survey
References
Sociometry
 Ask the participants about
their friends!
 Let them invite and comment
on their friends
 Ask the coolest, the most
social, most popular person
they know and move up the
ladder.
Discover
Social Capital
How To Discover Social Capital?
Social Circles
Online Survey
References
Sociometry
 Sociometry is a quantitative
method for measuring social
relationships
 "Sociometric explorations
reveal the hidden structures
that give a group its form: the
alliances, the subgroups, the
ideological agreements, the
‘stars’ of the show“
 The end result is the
sociomaps explaining the
connectivityDiscover
Social Capital
End Result – Meet the Influencers
Connectors
 Social glue of networks
 High connectedness, with highest
number of nodes
 Variety of nodes, connected to
different kinds of people
Mavens
 Opinion leaders, information brokers,
curious minds, experts
 They tip connectors with valuable
information. They search, read, write,
complain, create, and accumulate
information
Salesmen
 The persuaders,they talk more
 Higher outgoing traffic and more
nodes than average
Connector
Childish
Teenies
Connector
Techno
Savvies
Maven
Trend
Seekers
End Result – Meet the Influencers
 Select and introduce the chosen influencers to your company for
approval at the end of the 1st phase
 500 hand-picked dedicated influencers
 Interviewed preferably face-to-face
 Classified & clustered
 Signed the terms&conditions
 Influencers receive program kit upon joining
 ID granting access to events, company, meetings
 Program manual
 Limited series apparel
1st Phase Complete!
MeasureExecuteCreate
Create influencer
concepts & program
Program
implementation
online & offline
Measurement of
the results and
evaluation
Discover
How to Create & Motivate Social Capital?
Knowledge Gaps
Anticipated Reciprocity
Increased Recognition
Sense of efficacy
Create
Social Capital
How to Create & Motivate Social Capital?
Knowledge Gaps
Anticipated Reciprocity
Increased Recognition
Sense of efficacy
Create
Social Capital
 Social capital lives on
knowledge & opinion gaps
between individuals.
 Any platform where social
capitalists can feed on
knowledge gaps attracts
social capital
 Your brand should feed the
Influencers with semi-
classified info and opportunity
to try new products/services
How to Create & Motivate Social Capital?
Knowledge Gaps
Anticipated Reciprocity
Increased Recognition
Sense of efficacy
Create
Social Capital
 A person is motivated to
contribute valuable
information to the group in
the expectation that s/he will
receive useful help and
information in return
 Discussion starts on brand’s
current performance and
ideas about what it should do
next...
How to Create & Motivate Social Capital?
Knowledge Gaps
Anticipated Reciprocity
Increased Recognition
Sense of efficacy
Create
Social Capital
 All contributors are allowed to
create profiles and as their
contributions are measured
by the community, their
reputation increases.
 For example, points, rating,
ranking systems etc.
 These points gain access to
invite-only events &
resources, while contributors
receive expected points &
unexpected gifts
How to Create & Motivate Social Capital?
Knowledge Gaps
Anticipated Reciprocity
Increased Recognition
Sense of efficacy
Create
Social Capital
 Individuals may contribute
valuable information because
the act results in a sense of
efficacy, that is, a sense that
they have had some effect
on the outcome
 Influencers try, test, give
feedback & provide new
ideas on products/services,
etc via moderated or non-
moderated discussions
 Contributions must be
awarded
Program Concept - “Backstage”
 “Backstage Pass” by definition creates...
 Knowledge Gaps
 Sense of efficacy
 Increased Recognition
 Backstage is also an invitation-only
website
 The subscribers are only invited after
social capital qualification
(1st phase)
 It is the sharing and meeting point of
Influencers of your brand
Program Concept - “Backstage”
 Backstage is an online platform
where selected influencers share &
discuss habits, tastes, choices,
consumption with other influencers
 Influencers can do a lot in the
“Backstage”
 Write, Comment, Rate, List
 Share, Recommend, Invite
 Try, test, review
 Earn points in exchange
 Redeem points by select from privileged
offers
Program Concept - “Backstage”
• Harry Potter 6 premier! Watch before everyone. Join
• Listen to Kasabian latest album in London. Go
• Join Raikonnen press conference before the race! Join
• Talk to the marketing team for your ideas. Talk
Hello Emre! Haven’t seen you for a while... Last visit: 3 weeks ago
304 points. 23 backstage friends Edit profile
Your Exclusive Video Messages
• Help us decide which product to launch first?
• Try the new website for a week!
• Review the latest & rate previous posts
• Invite friends over...
• We want you to join our meeting!
• You won a F1 ticket, collect more for VIP pass.
• Re: Backstage Meeting on Saturday
Your Messages
Your opinion needed! Collect points with your opinion!
• Cem has been writing on rates. Read it.
• Murat visited the company for a meeting. Ask him.
• Ebru tried the latest product before anyone. Read it.
Catch Up with friends...
• Active friends: Murat, Cem, Ömer, Emre, See all.
• Friends who need wake up call: Ebru, Selim. Send SMS
• Friends invited: Kerim, Ali, Can. Resend invitation
Your Friends
Read Watch Rate Write Try Invite
Exclusive offers for you. Redeem Points!
• Listen to unreleased albums
• Choose the name of the upcoming service
• Help design the university events
• Be the first to try new products
2nd Phase Complete!
MeasureExecute
Program
implementation
online & offline
Measurement of
the results and
evaluation
Discover Create
Context
Rewarding
Redemption
Privilege
Satisfy
Social Capital
How to Satisfy Social Capital?
Context
Rewarding
Redemption
Privilege
Satisfy
Social Capital
 The context is important in
social capital.
 Close knit groups have the
power to magnify the
epidemic.
 Facilitating and nourishing
“Circle of trust” is key
 Influencers from a city
 Those who tried one
product
 Blogger influencers
 Critic influencers
How to Satisfy Social Capital?
Context
Rewarding
Redemption
Privilege
Satisfy
Social Capital
 Sense of efficacy is not
enough
 Influencers must get instant
awards by filling up
questionnaires, posting,
commenting, sharing, and by
inviting friends to the
invitation-only backstage
 Existing brnad loyalty
schemes can be integrated
 Attendance is also rewarded
 Offline & Online
 Expected & Unexpected
rewards
How to Satisfy Social Capital?
Context
Rewarding
Redemption
Privilege
Satisfy
Social Capital
 Instant awards aren’t enough
 Music, sports events tickets
 Last minute free tickets
by surprise
 Joining a company marketing
meeting
 “Once in a life-time”
experiences during
sponsored events, etc.
How to Satisfy Social Capital?
Context
Rewarding
Redemption
Privilege
Satisfy
Social Capital
 Invitations to movie premiers
 Access to restricted areas
 Hand-shake with celebrities
 Meet with company C-Level
 Fast-lane to events
 Mini concierge
 New service trials
 Semi-classified info
 etc.
How to Satisfy Social Capital?
3rd Phase Complete!
Measure
Measurement of
the results and
evaluation
Discover Create Execute
Reach
Decisions
Human Capital
Measure
Social Capital
How to Measure Social Capital?
Quality
Quality
Reach
Decisions
Human Capital
Measure
Social Capital
 Measure brand usage &
attitude
 Are influencers still
influencing?
 Did we invest in the right
social capital?
 Are there better social capital
investment opportunities?
 Check portfolio strategy in
terms of composition
How to Measure Social Capital?
Reach
Decisions
Human Capital
Measure
Social Capital
 What is the impact of our
influencers?
 How many people are we
influencing?
 Can we utilize and direct our
influencer network better?
 Geographically
 Campus based
 Cluster based
 How many more influencers
do we need?
How to Measure Social Capital?
Quality
Reach
Decisions
Human Capital
Measure
Social Capital
 Measure to justify visionary
opinions by asking them
 Quantitative ideas about
services, products, etc.
 Growing numbers of
backstage influencers will
enable test marketing
 Panel measurement allows
for discussion around certain
topics and provides
qualitative actionable insight
How to Measure Social Capital?
Quality
Reach
Decisions
Human Capital
Measure
Social Capital
 Convert Social Capital to
Human Capital
 Backstage is also a trojan
recruitment mechanism
 There is a constant job
interview going on
 Dedicated Influencers may be
your employees should they
prove to “make the most of
influence”
How to Measure Social Capital?
Quality
4th Phase Complete!
Discover Create Execute Measure
Thank You!
 Just wanted to share with all of you one of my well thought
presentations with the hope of inspiring a few brands for
doing better influencer marketing programs.
 Thank You!
A.Emre Erşahin
emre.ersahin@gmail.com

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Creating A Healthy Influencer Marketing Program

  • 1. Creating A Healthy Influencer Marketing Program A.Emre Erşahin 2007
  • 2. The Brief  Identify and recruit “brand ambassadors”  Word-of-mouth objectives  Influencers who have influence  Circle of trust  Acquire, satisfy & retain “brand ambassadors”  Penetration & seeding power  Extract actionable insight from “brand ambassadors”  Constant feedback mechanism & measurement  Periodic meetings
  • 3. Target Audience  12-24 age group  High schools  Colleges & universities  Global web culture  Networked & hyperlinked  Short attention span  High consumption speed  Music, Sports, Cinema, Dating  Distinctive profiles  Childish Teenies  Techno Savvies  Sociable Technophobes  Trend Seekers
  • 4. Underlying Concepts  Social Networks  Social Capital  Sociometry  Influencer Marketing
  • 5.  A social network is a social structure made of nodes that are tied by one or more specific types of relations  In its simplest form, a social network is a map of all of the relevant ties between the nodes being studied.  The network can also be used to determine the social capital of individual actors.  Social Networks  Social Capital  Sociometry  Influencer Marketing Underlying Concepts
  • 6.  Social capital is created by a person's location in a structure of relationships.  The core idea of social capital theory is that social networks have value.  It explains how some people gain more success in a particular setting through their superior connections to other people.  “The spirit of community” Underlying Concepts  Social Networks  Social Capital  Sociometry  Influencer Marketing
  • 7. Underlying Concepts  Sociometry produces a view, where the attributes of individuals are less important than their relationships and ties with other actors within the network. Underlying Concepts  Social Networks  Social Capital  Sociometry  Influencer Marketing
  • 8. Underlying Concepts  Influencer marketing is a form of marketing in which focus is placed on specific key individual types rather than the target market as a whole.  It identifies the individuals that have influence over potential buyers, and orientates marketing activities around these influencers. Underlying Concepts  Social Networks  Social Capital  Sociometry  Influencer Marketing
  • 9. Underlying Concepts  Influencers by definition have high social capital  Influencer marketing is investment management for social capital.  It requires identification of individuals in the network with high social capital to invest and to better influence the whole network. Underlying Concepts  Social Networks  Social Capital  Sociometry  Influencer Marketing Influencer Marketing Sociometry Social Capital
  • 11. Influencer Program Outlook  Measure & classify influencers according to their social capital  Identify & recruit potential brand advocates with high social capital  Create a multilogue sharing platform for influencers  Create & nourish desired behavior with awarding  Seed products, services, opinions & trends  Create motivation for discussion, sharing & increasing usage  Gain and measure performance indicators & valuable insight from influencersMeasure Execute Create Discover
  • 12. Execution Phases MeasureExecuteCreateDiscover Discover target audience and identify & recruit influencers Create influencer concepts & program Program implementation online & offline Measurement of the results and evaluation
  • 13. How To Discover Social Capital? Social Circles Online Survey References Sociometry Discover Social Capital
  • 14. How To Discover Social Capital? Social Circles Online Survey References Sociometry  An algorithm to identify and classify influentials in the brand’s network  Connectedness  Level of involvement  Geographic coverage  Online presence  Social network participation Discover Social Capital
  • 15. How To Discover Social Capital? Social Circles Online Survey References Sociometry  Online social capital survey  Attitudes, interests, opinions and activities  Digital trace: Blogs, social network memberships, twitter, groups, forums…  Check status, number of peers, rankings, ratings, etc…  Classify & segment target audience Discover Social Capital
  • 16. How To Discover Social Capital? Social Circles Online Survey References Sociometry What role do you usually play in deciding what to do with your friends? a) I prefer to hangout by myself, so I can do what I want b) I usually go along with what my friends decide to do c) I voice my opinion and we make a decision together d) I share my plan and often convince my friends to go along e) I plan activities and my friends come along Discover Social Capital
  • 17. How To Discover Social Capital? Social Circles Online Survey References Sociometry  Ask the participants about their friends!  Let them invite and comment on their friends  Ask the coolest, the most social, most popular person they know and move up the ladder. Discover Social Capital
  • 18. How To Discover Social Capital? Social Circles Online Survey References Sociometry  Sociometry is a quantitative method for measuring social relationships  "Sociometric explorations reveal the hidden structures that give a group its form: the alliances, the subgroups, the ideological agreements, the ‘stars’ of the show“  The end result is the sociomaps explaining the connectivityDiscover Social Capital
  • 19. End Result – Meet the Influencers Connectors  Social glue of networks  High connectedness, with highest number of nodes  Variety of nodes, connected to different kinds of people Mavens  Opinion leaders, information brokers, curious minds, experts  They tip connectors with valuable information. They search, read, write, complain, create, and accumulate information Salesmen  The persuaders,they talk more  Higher outgoing traffic and more nodes than average Connector Childish Teenies Connector Techno Savvies Maven Trend Seekers
  • 20. End Result – Meet the Influencers  Select and introduce the chosen influencers to your company for approval at the end of the 1st phase  500 hand-picked dedicated influencers  Interviewed preferably face-to-face  Classified & clustered  Signed the terms&conditions  Influencers receive program kit upon joining  ID granting access to events, company, meetings  Program manual  Limited series apparel
  • 21. 1st Phase Complete! MeasureExecuteCreate Create influencer concepts & program Program implementation online & offline Measurement of the results and evaluation Discover
  • 22. How to Create & Motivate Social Capital? Knowledge Gaps Anticipated Reciprocity Increased Recognition Sense of efficacy Create Social Capital
  • 23. How to Create & Motivate Social Capital? Knowledge Gaps Anticipated Reciprocity Increased Recognition Sense of efficacy Create Social Capital  Social capital lives on knowledge & opinion gaps between individuals.  Any platform where social capitalists can feed on knowledge gaps attracts social capital  Your brand should feed the Influencers with semi- classified info and opportunity to try new products/services
  • 24. How to Create & Motivate Social Capital? Knowledge Gaps Anticipated Reciprocity Increased Recognition Sense of efficacy Create Social Capital  A person is motivated to contribute valuable information to the group in the expectation that s/he will receive useful help and information in return  Discussion starts on brand’s current performance and ideas about what it should do next...
  • 25. How to Create & Motivate Social Capital? Knowledge Gaps Anticipated Reciprocity Increased Recognition Sense of efficacy Create Social Capital  All contributors are allowed to create profiles and as their contributions are measured by the community, their reputation increases.  For example, points, rating, ranking systems etc.  These points gain access to invite-only events & resources, while contributors receive expected points & unexpected gifts
  • 26. How to Create & Motivate Social Capital? Knowledge Gaps Anticipated Reciprocity Increased Recognition Sense of efficacy Create Social Capital  Individuals may contribute valuable information because the act results in a sense of efficacy, that is, a sense that they have had some effect on the outcome  Influencers try, test, give feedback & provide new ideas on products/services, etc via moderated or non- moderated discussions  Contributions must be awarded
  • 27. Program Concept - “Backstage”  “Backstage Pass” by definition creates...  Knowledge Gaps  Sense of efficacy  Increased Recognition  Backstage is also an invitation-only website  The subscribers are only invited after social capital qualification (1st phase)  It is the sharing and meeting point of Influencers of your brand
  • 28. Program Concept - “Backstage”  Backstage is an online platform where selected influencers share & discuss habits, tastes, choices, consumption with other influencers  Influencers can do a lot in the “Backstage”  Write, Comment, Rate, List  Share, Recommend, Invite  Try, test, review  Earn points in exchange  Redeem points by select from privileged offers
  • 29. Program Concept - “Backstage” • Harry Potter 6 premier! Watch before everyone. Join • Listen to Kasabian latest album in London. Go • Join Raikonnen press conference before the race! Join • Talk to the marketing team for your ideas. Talk Hello Emre! Haven’t seen you for a while... Last visit: 3 weeks ago 304 points. 23 backstage friends Edit profile Your Exclusive Video Messages • Help us decide which product to launch first? • Try the new website for a week! • Review the latest & rate previous posts • Invite friends over... • We want you to join our meeting! • You won a F1 ticket, collect more for VIP pass. • Re: Backstage Meeting on Saturday Your Messages Your opinion needed! Collect points with your opinion! • Cem has been writing on rates. Read it. • Murat visited the company for a meeting. Ask him. • Ebru tried the latest product before anyone. Read it. Catch Up with friends... • Active friends: Murat, Cem, Ömer, Emre, See all. • Friends who need wake up call: Ebru, Selim. Send SMS • Friends invited: Kerim, Ali, Can. Resend invitation Your Friends Read Watch Rate Write Try Invite Exclusive offers for you. Redeem Points! • Listen to unreleased albums • Choose the name of the upcoming service • Help design the university events • Be the first to try new products
  • 30. 2nd Phase Complete! MeasureExecute Program implementation online & offline Measurement of the results and evaluation Discover Create
  • 32. Context Rewarding Redemption Privilege Satisfy Social Capital  The context is important in social capital.  Close knit groups have the power to magnify the epidemic.  Facilitating and nourishing “Circle of trust” is key  Influencers from a city  Those who tried one product  Blogger influencers  Critic influencers How to Satisfy Social Capital?
  • 33. Context Rewarding Redemption Privilege Satisfy Social Capital  Sense of efficacy is not enough  Influencers must get instant awards by filling up questionnaires, posting, commenting, sharing, and by inviting friends to the invitation-only backstage  Existing brnad loyalty schemes can be integrated  Attendance is also rewarded  Offline & Online  Expected & Unexpected rewards How to Satisfy Social Capital?
  • 34. Context Rewarding Redemption Privilege Satisfy Social Capital  Instant awards aren’t enough  Music, sports events tickets  Last minute free tickets by surprise  Joining a company marketing meeting  “Once in a life-time” experiences during sponsored events, etc. How to Satisfy Social Capital?
  • 35. Context Rewarding Redemption Privilege Satisfy Social Capital  Invitations to movie premiers  Access to restricted areas  Hand-shake with celebrities  Meet with company C-Level  Fast-lane to events  Mini concierge  New service trials  Semi-classified info  etc. How to Satisfy Social Capital?
  • 36. 3rd Phase Complete! Measure Measurement of the results and evaluation Discover Create Execute
  • 37. Reach Decisions Human Capital Measure Social Capital How to Measure Social Capital? Quality
  • 38. Quality Reach Decisions Human Capital Measure Social Capital  Measure brand usage & attitude  Are influencers still influencing?  Did we invest in the right social capital?  Are there better social capital investment opportunities?  Check portfolio strategy in terms of composition How to Measure Social Capital?
  • 39. Reach Decisions Human Capital Measure Social Capital  What is the impact of our influencers?  How many people are we influencing?  Can we utilize and direct our influencer network better?  Geographically  Campus based  Cluster based  How many more influencers do we need? How to Measure Social Capital? Quality
  • 40. Reach Decisions Human Capital Measure Social Capital  Measure to justify visionary opinions by asking them  Quantitative ideas about services, products, etc.  Growing numbers of backstage influencers will enable test marketing  Panel measurement allows for discussion around certain topics and provides qualitative actionable insight How to Measure Social Capital? Quality
  • 41. Reach Decisions Human Capital Measure Social Capital  Convert Social Capital to Human Capital  Backstage is also a trojan recruitment mechanism  There is a constant job interview going on  Dedicated Influencers may be your employees should they prove to “make the most of influence” How to Measure Social Capital? Quality
  • 42. 4th Phase Complete! Discover Create Execute Measure
  • 43. Thank You!  Just wanted to share with all of you one of my well thought presentations with the hope of inspiring a few brands for doing better influencer marketing programs.  Thank You! A.Emre Erşahin emre.ersahin@gmail.com