Finding influencers: the who, the why and the how (webinar)

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This document discusses influencer marketing and how to identify influencers online. It defines influencers as individuals with a strong following who can impact purchasing decisions. The presentation explains how influencer marketing works by engaging influential figures to promote brands. It outlines different types of influencers and provides examples of campaigns by Ford and an olive oil brand. The document concludes by asking how attendees can identify influencers online.

Technology News & Politics

Finding Influencers: The who, the why and the how

Jasmine Jaume
Product Marketing Manager

Joel Windels
Marketing Manager, EMEA

jasmine@brandwatch.com
@tales_of_cake

joel@brandwatch.com
@linkyeah

Coming Up
• What is an influencer?
• How does influencer marketing work?
• How to identify influencers online [demo]
• Q&A

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 2

Don’t be shy/ We’d love your participation
• Ask questions in the session chat
• Tweet about our discussion:

@brandwatch

#brandwatchtips

A copy of this presentation and a recording of this webinar will be made available after the webinar

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 3

What is an
influencer?

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 4

What is an influencer?

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 5

The party analogy

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 6

How does influencer marketing work?

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 7

What is the point?

5.3x

More likely to buy from a social peer*

15%

Of customers have significant social influence*

300%

More sales by targeting just the influencers than targeting everyone
*Data by Sony

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 8

Types

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 9

The rocket launcher

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 10

The sniper

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 11

Types of influencer

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 12

Examples

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 13

Ford’s Twitter influencers

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 14

Filippo Berio

Men and Women, ages 25-39
Use Olive Oil once per week or more
Live in 15 Priority States
At least 250 bloggers

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 15

Filippo Berio

1m
Consumers reached, an average of 362 per agent

286
Blog posts published

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 16

So,
how to find
them?

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 17

Q&A

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 18

Find more content here:

www.brandwatch.com/tag/influencers

More questions? Get in touch
Email

contact@brandwatch.com

Web

www.brandwatch.com

Twitter

@brandwatch

Google+

plus.google.com/+Brandwatch1

Facebook www.facebook.com/Brandwatch

#brandwatchtips

© 2014 Brandwatch | www.brandwatch.com | 19

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Finding influencers: the who, the why and the how (webinar)

1. Finding Influencers: The who, the why and the how Jasmine Jaume Product Marketing Manager Joel Windels Marketing Manager, EMEA jasmine@brandwatch.com @tales_of_cake joel@brandwatch.com @linkyeah

3. Don’t be shy/ We’d love your participation • Ask questions in the session chat • Tweet about our discussion: @brandwatch #brandwatchtips A copy of this presentation and a recording of this webinar will be made available after the webinar #brandwatchtips © 2014 Brandwatch | www.brandwatch.com | 3

8. What is the point? 5.3x More likely to buy from a social peer* 15% Of customers have significant social influence* 300% More sales by targeting just the influencers than targeting everyone *Data by Sony #brandwatchtips © 2014 Brandwatch | www.brandwatch.com | 8

19. Find more content here: www.brandwatch.com/tag/influencers More questions? Get in touch Email contact@brandwatch.com Web www.brandwatch.com Twitter @brandwatch Google+ plus.google.com/+Brandwatch1 Facebook www.facebook.com/Brandwatch #brandwatchtips © 2014 Brandwatch | www.brandwatch.com | 19

Finding influencers: the who, the why and the how (webinar)

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