My presentation from the 2013 Event Marketing Summit in Chicago. Learn the ins and outs of proper influencer marketing, from influencer identification to validation to collaboration, how to activate and track a campaign, and how "big data" plays an integral role throughout the entire process.

1. Identifying Brand Influencers
The art and science behind marketing’s holy grail
Jason Metz
@MKTGInfluencers
jason@brand-influencers.com
www.brand-influencers.com

2. 2
Some brands have an existing social fan base –
companies like Coca-Cola and Under Armour and Patron.
And typically these sexy consumer-facing brands also
have their fair share of influential fans – influencers they
can tap into to help broadcast their messaging and engage
key audiences. But most brands either don’t have a
massive built-in fan base, or they have no fan base at all
(including new launches, among others). So of course,
they likewise have no influencers. So how then do brands
build an influencer community from scratch, which is so
critical in a world where everyday consumers can
significantly push the needle for perception, trial, purchase
and evangelism?
Introduction

3. IT ALL BEGINS WITH DATA ANALYSIS

5. Social Ethnography™ is our proprietary social listening platform, through which we aggregate
and analyze millions of social conversations and activities taking place among any brand’s target
audience, across all social channels – Facebook, Twitter, Pinterest, YouTube, blogs, etc.
Instead of merely paying attention to a brand’s existing fans and consumers, we monitor
conversations among a brand’s target audience – based on a psychographic profile we establish
with that brand (i.e. Kraft Cheese wants to engage young moms who are balancing raising a
family with maintaining their own independence). And instead of merely paying attention to
how those people are interacting with that brand, we observe all aspects of their behavior, so
we can build a comprehensive engagement strategy that taps into all aspects of their lives.

6. 8
Social Ethnography™
Trackingconsumer behavioral patternsandtriggers
behavioral
triggers
Discover what motivates
your audience: what do
they love, what are their
passion points, not just
about products, but about
everything.
Apply these insights to
optimize each and every
piece of your marketing
mix – from advertising to
PR to events and media.
applying
insights
empower
your
audience
We don’t just engage your
audience with brand
messaging; we involve your
audience in developing their
experience with your brand.
Crowdsourcing becomes a
critical aspect of the
consumer experience.
think
cohesively
Rather than look at each
marketing discipline in a silo,
we deliver a cohesive
consumer experience across
all key channels, where, when
and how they want to engage.
METHOD

7. We identify the trending conversations YOUR target
audience is engaged with, and as a result, we crystalize the
things that genuinely matter to them.
Pamela Schwartz
No need to wait for govt to ban unhealthy school
lunches. My kids prefer healthy food! #AppleADay”
about an hour ago • 89 Likes • 42 Comments
Jenny looks so adorable in this pic! OJ and sliced apples
on the farm. Fun times ;)
42 minutes ago • 17 Likes
Even farm animals want to share JK. So true though
Pam—just develop good habits and bad choices aren’t
made.

8. BECAUSE TO
BETTER KNOW
YOUR
CUSTOMERS,
YOU BETTER
KNOW THEIR
MOUTHWASH.

9. AND TO SELL MORE PASTA
SAUCE, YOU BETTER
KNOW YOUR CUSTOMERS’
FAVORITE TOOTHPASTE.

10. Through Social Ethnography™, we confirm
your target audience’s passion points and
behavioral triggers, and we identify the
trending conversations across all social
media channels that your audience is
engaged with.
And then we go one step deeper, identifying
the actual people (influencers) responsible
for driving those conversations.
For most brands, Social Ethnography™
produces 4 to 6 very different target
audience segments that should be
engaged, and as a result we look to identify
influencers within each of those segments.
For example, we identified 5 key segments
for Kraft Cheese to engage, each of who had
very different behavioral triggers and
passions, and very different influencers.

16. Often brands THINK they know their target, but because they’re so blinded by
useless “demographics”, they really have NO idea who they’re trying to engage.

17. And if our experience is worth ANYTHING at all, many brands’ assumptions about
their target audience often turn out to be ALL WRONG.

18. REACH
RELEVANCERESONANCE
Once we have confirmed a brand’s key target segments based on Social Ethnography
and identified the potential influencers within each segment, we then use our
technology platform to create a dashboard for each influencer, where we analyze all of
their social platforms.
We rank potential influencers based on 3 critical criteria – REACH, RESONANCE and
RELEVANCE – to ensure the people we engage are best equipped to align with the
brand, to reach the brand’s target audience, and to significantly influence behavior.

19. And for all influencers we deem to be viable, we create an influencer profile, which
allows us to track all of their conversations and postings across all social channels, as
well as the audience interaction and amplification they trigger.

20. Key parameters of a successful Influencer Marketing campaign:
1. Requires Authenticity
2. Requires Partnership & co-creation
3. Requires Context – relevant to influencers & their communities
4. Requires Sustainment – have a plan for long-term collaboration
5. Requires Experiences – no gimicks, gamification, points or badges
6. No Pay-for-Play – mutual value proposition beyond cash
7. Content is Currency – empower creation
Once we’ve built our community of influencers, the next step is to activate them – to
create a series of engagements and touch points FOR them and THROUGH them, to
reach their audiences. There are 7 key parameters for success in influencer marketing.

21. And once a campaign goes live, we track EVERYTHING through our dashboard.

22. 18.5MM 18.5MM 24K $229K
20 20 935 $88K

24. And the brand – YOU – become the engagement conductor, because you are able to
engage your most important audience segments around the passions and triggers
they genuinely care about… and respond to… through the RIGHT Influencers!

27. Watch the video here: http://www.brand-influencers.com/#section=methodology

28. CASE STUDY: ACURA ILX INFLUENCER LAUNCH
HTTP://WWW.BRAND-INFLUENCERS.COM/PORTFOLIO/ACURA/

32. THANK YOU!
Jason Metz
@MKTGINFLUENCERS