This document discusses influencer marketing and provides guidance on developing an influencer marketing program. It defines key terms like influencer, influencee, and influencer marketing. It also outlines attributes of influencers that can help identify which influencers are best suited for a brand's objectives. The document recommends considering industry-level, brand-level, and influencer attribute-level factors when developing a program. It also discusses measuring potential influence before a program and actual influence during/after a program through metrics and changes in behavior.
The document discusses various methods for evaluating public communications efforts, including measuring against objectives, media exposure, audience awareness and understanding, attitude and behavior changes, and supplemental activities. Evaluation ensures accountability and helps enhance future performance. It should be built into the planning process from the start. Key methods include analyzing media coverage, surveys, pre-testing messages, and audits of communications activities.
Social media marketing uses social media sites to positively influence consumers toward an organization. While social media offers opportunities, some myths exist, including that it is just a fad, for young people only, or provides no return. Effective social media marketing requires understanding target audiences, goals, platforms, content strategy, and metrics. Measuring includes quantitative metrics like engagement and qualitative measures of sentiment. Tools can track key performance indicators to evaluate success.
This document discusses various strategies for effective media relations. It explains that media relations can help build visibility for an organization relatively cheaply and help establish trust. It provides guidelines for proactive and interactive media outreach, including developing relationships with reporters, pitching exclusive story ideas, and tailoring messages for different media outlets. The document also reviews best practices for media materials like news releases, fact sheets, video and audio releases, and media kits. The goal is to help organizations effectively promote their messages and brands through the media.
Based on the flowcharts, how would you respond as the organization in each situation?
For Subway: This would likely be classified as an accidental crisis with low damage and no victims. An appropriate response would be clarification - acknowledge the size issue and commit to addressing it.
For Children's Hospital: This involves victims (the family) and likely high damage due to the serious medical outcome. An appropriate initial response would be mortification - express regret/apology for the outcome and commit to investigating how it occurred to prevent future occurrences.
This document outlines the ROPES model for developing and implementing public communication campaigns. The model consists of 5 stages: Research (20%), Objectives (15%), Programming (30%), Evaluation (15%), and Stewardship (20%). Each stage is described in detail, from conducting research on the organization, opportunity, and publics in stage 1, to setting specific and measurable awareness, acceptance, and action objectives in stage 2. Stage 3 involves creating a detailed programming plan including tactics, schedules, and budgets. Stage 4 focuses on evaluating the campaign throughout its implementation. The final stage of Stewardship emphasizes maintaining relationships through reciprocity, responsibility, reporting, and relationship nurturing.
Using Public Relations to Improve Strategic Practice - MidtermMatt Gilhooly
We were asked to deliver a keynote to a meeting of chief executives. The speech centers on five main take-aways for effective public relations management that I learned from the course readings in the first half of the course.
The document discusses various methods for evaluating public communications efforts, including measuring against objectives, media exposure, audience awareness and understanding, attitude and behavior changes, and supplemental activities. Evaluation ensures accountability and helps enhance future performance. It should be built into the planning process from the start. Key methods include analyzing media coverage, surveys, pre-testing messages, and audits of communications activities.
Social media marketing uses social media sites to positively influence consumers toward an organization. While social media offers opportunities, some myths exist, including that it is just a fad, for young people only, or provides no return. Effective social media marketing requires understanding target audiences, goals, platforms, content strategy, and metrics. Measuring includes quantitative metrics like engagement and qualitative measures of sentiment. Tools can track key performance indicators to evaluate success.
This document discusses various strategies for effective media relations. It explains that media relations can help build visibility for an organization relatively cheaply and help establish trust. It provides guidelines for proactive and interactive media outreach, including developing relationships with reporters, pitching exclusive story ideas, and tailoring messages for different media outlets. The document also reviews best practices for media materials like news releases, fact sheets, video and audio releases, and media kits. The goal is to help organizations effectively promote their messages and brands through the media.
Based on the flowcharts, how would you respond as the organization in each situation?
For Subway: This would likely be classified as an accidental crisis with low damage and no victims. An appropriate response would be clarification - acknowledge the size issue and commit to addressing it.
For Children's Hospital: This involves victims (the family) and likely high damage due to the serious medical outcome. An appropriate initial response would be mortification - express regret/apology for the outcome and commit to investigating how it occurred to prevent future occurrences.
This document outlines the ROPES model for developing and implementing public communication campaigns. The model consists of 5 stages: Research (20%), Objectives (15%), Programming (30%), Evaluation (15%), and Stewardship (20%). Each stage is described in detail, from conducting research on the organization, opportunity, and publics in stage 1, to setting specific and measurable awareness, acceptance, and action objectives in stage 2. Stage 3 involves creating a detailed programming plan including tactics, schedules, and budgets. Stage 4 focuses on evaluating the campaign throughout its implementation. The final stage of Stewardship emphasizes maintaining relationships through reciprocity, responsibility, reporting, and relationship nurturing.
Using Public Relations to Improve Strategic Practice - MidtermMatt Gilhooly
We were asked to deliver a keynote to a meeting of chief executives. The speech centers on five main take-aways for effective public relations management that I learned from the course readings in the first half of the course.
Hugh Anderson presented on PR measurement and the need to move beyond traditional metrics like AVEs. He outlined a new framework using a three-tiered approach measuring program outputs, outcomes, and business outcomes. New metrics could include social media engagement, website traffic and conversions. Tools like Google Analytics, Inkybee and research from organizations like the Coalition for PR Research Standards were highlighted to help practitioners more effectively measure PR impact.
Public Relations Management Session 2 Corporate Communications And Pr Com...Moksh Juneja
The document provides an overview of corporate communications and public relations. It defines communication and discusses models of communication, including linear, interactive, and transactional models. It also defines corporate communications and discusses the corporate communications mix, aspects of corporate communication, and tools and scope of corporate communication. Models of public relations are presented, including press agentry, public information, one-way asymmetric, and two-way symmetric models. The roles and areas addressed by corporate communications professionals are outlined.
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
The role of public relations professionals has expanded significantly in recent years. PR now plays an integral role in strategic planning and growth initiatives rather than just media relations. New opportunities exist for PR to support corporate image, investor relations, customers, revenue, and internal communications using tools like PR management software. To capitalize on these opportunities, PR professionals must coordinate integrated messaging across departments and audiences, determine tactics that support overall company goals, and evaluate strategy effectiveness.
There are several different models and metrics used to evaluate PR campaigns, Napier take you through several to ensure you are evaluating your campaigns effectively.
Public relations are the planned and sustained effort to establish and maintain beneficial relationships between an organization and its publics. It involves fact-finding, planning, communication, and research and evaluation. PR professionals use both external media like newspapers, radio, television and internal media like house journals, bulletins boards and printed literature to communicate with stakeholders. They also employ tools like press conferences, press releases, press tours, exhibitions, photographs and advertising. Community relations, government relations and word-of-mouth are also important aspects of public relations.
This document provides an overview of key concepts in public relations and strategic communication. It discusses the importance of understanding audiences, using the right channels and timing to disseminate information (MAC triad), and the role of public relations as a management function to build relationships. It emphasizes the importance of accountability, credibility, and leadership in practicing public relations effectively.
The document provides an overview of the history and development of corporate communication as a field. It discusses key figures like Paul Garrett and Arthur Page who helped establish best practices. Early corporate communication focused on public relations within major companies. Over time, responsibilities expanded to include advertising, marketing, and issues management. The document also examines the roles, skills, and professional responsibilities involved in corporate communication today.
Public relations professionals are increasingly using social media as a way to connect with audiences and build relationships. Some key points discussed include:
- PR uses social media like Twitter and Facebook to directly engage with customers and learn more about them.
- Content marketing and sharing newsworthy stories and announcements on social media can help build brand awareness and loyalty.
- PR must consider theories like the two-way symmetric model to have ethical, mutually beneficial dialogues with audiences through social media.
- Non-profits especially rely on social media for earned media and promoting community events with limited budgets.
- Both successes like Steve Jobs and failures like a mistaken corporate tweet show the importance of strategic social media planning for PR.
Public relations professionals are increasingly using social media as a way to connect with audiences and build relationships. Some key points discussed include:
- Social media allows organizations to directly engage with their audiences and learn more about them.
- Creating high-quality, newsworthy content is important for success on social platforms like Twitter and Facebook.
- PR professionals now use tools like newsrooms, analytics, and message targeting to monitor conversations and engage in real-time.
- Different social media strategies aim to increase brand awareness, influence, or create positive sentiment depending on the goals.
This document provides an overview of key concepts in public relations theory, including the basic elements of communication, persuasion vs manipulation, how PR works to attract and direct an audience, and theories about how media and communication influence audiences. It discusses factors like the source and message credibility, the role of opinion leaders, agenda setting and framing, and models for diffusing new ideas and motivating audiences through increasing awareness, ability, and opportunity. The document aims to educate PR professionals on applying communication theory concepts.
Employee Engagement and Reputation Management: MemoMatt Gilhooly
We were asked to prepare an employee memo to address a potential internal/employee issue threatening the reputation of Whole Foods. In the memo, I discuss two ways to measure employee attitudes and six internal strategies that I planned to use to align employee values with the company mission.
How to modernise a public relations agency or communications teamStephen Waddington
This paper tackles the opportunities and challenges for our profession as we face up to modernity and the role of public relations in organisational management leadership.
There is much said at conferences and events, and written on blogs and in traditional media, about the fundamental shifts taking place in the media and the impact on the business of public relations.
These conversations focus on who (practitioners, agencies and communication teams), what (modernise public relations), why (media change and opportunity) and when (now) but very rarely how. This paper explores the how.
It started out as a blog post ahead of speaking opportunities at the World PR Forum in Madrid, and the PRSA International Conference in Washington.
Public relations professionals can use social media to build relationships between organizations and their audiences. Social media allows organizations to connect directly with people and learn about them. Creating great, newsworthy content can lead to success on platforms like Twitter and Facebook. Both benefits and risks exist to social media engagement, so planning effective strategies and clearly delivering messages is important. Corporate social responsibility and thought leadership from high-profile executives can also help organizations succeed with social media public relations.
"Investigación internacional promovida por Corporate Excellence - Centre for Reputation Leadership en colaboración con Cees BM van Riel, profesor de Comunicación Corporativa de la Rotterdam School of Management - Erasmus University, para conocer los factores de éxito de los Chief Communications Officer (CCO). La investigación fue realizada entre junio de 2011 y diciembre de 2012 mediante cuestionarios y entrevistas en profundidad a 117 Directores de Comunicación de grandes empresas de Estados Unidos, Reino Unido, Alemania, Francia, España, Italia, Países Bajos, Brasil, México y Chile.
¿Qué determina el éxito del Chief Communications Officer (CCO)? ¿Hasta qué punto las habilidades personales juegan un papel en ese éxito? ¿Cuáles son esas habilidades necesarias? ¿En qué medida el negocio en el que opera la organización es importante? ¿Es un perfil más operativo, táctico, estratégico o una combinación de todos ellos? La investigación señala tres aspectos fundamentales: el CCO debe jugar un papel relevante tanto en su desempeño interno, como directivo de la empresa, así como tener impacto externo a través de su gestión de la comunicación. Y además, debe desarrollar habilidades personales que le permitan ocupar funciones cada vez más estratégicas."
An international research study sponsored by Corporate Excellence – Centre for Reputation Leadership in collaboration with Cees BM van Riel, Corporate Communication Professor at Rotterdam School of Management - Erasmus University. The study addresses the success drivers of Chief Communications Officer (CCO). It was carried out from June 2011 to December 2012, and it used questionnaires and in-depth interviews with 117 Communications Director from large corporations in the U.S., UK, Germany, France, Spain, Italy, the Netherlands, Brazil, Mexico and Chile.
What determines the success of Chief Communications Officer (CCO)? To what extent do personal skills play a role in that success? What are those skills? To what extent does the business in which the organization operates play a role? Is it more operational, tactical, strategic or a combination? The research points out three main aspects: the CCO must play an important role both internal and externally, the CCO should implement an impacting communication, and he or she should have the personal skills enable them to carry out strategic tasks.
Common Sense for the C-Suite: Relevance is the New ReputationW2O Group
In today’s social/digital reality, Relevance has become the new reputation. This means that an organization must connect consistently and authentically on multiple levels with its key audiences — in areas that are both meaningful to the business- its core purpose and strategic direction - as well as areas that are meaningful to its audiences. What makes this different is the speed at which relevance forms and dissipates and the agility necessary to harness it for sustained growth and success.
In an age where information is ubiquitous and people move from one subject to another in a blink of eye, if your brand, product, service or company isn’t on their radar you don’t exist.
It’s all about connection.
In this issue of Common Sense for the C-Suite, we explore how organizations can drive growth and remain relevant in a crowded, distracted landscape.
The practice of public relations in the Philippines has evolved significantly over time. PR is now recognized as an important management function for both government and businesses. PR tools have expanded from traditional press releases to digital communications and social media. While tools have changed, the role of PR professionals is to strategically apply these tools to build relationships and solve problems. Today, effective PR requires skills in both communication and management strategies. PR education has also broadened to provide students with cross-disciplinary expertise needed for the profession.
This digital strategy aims to reintroduce Nordstrom consumers to its high quality products through an increased social media presence. It outlines Nordstrom establishing accounts and regular posting on 5 social media platforms: Facebook, Twitter, Instagram, Pinterest, and a social blog. The strategy also includes mobile advertisements and expanding Nordstrom's target audience reach across various social media outlets with a $300,000 budget over 12 months.
The Nordstrom Way to Customer Service Excellence document discusses the history and culture of Nordstrom, a leading fashion retailer in the US. Some key points:
1) Nordstrom traces its origins to a shoe store founded in Seattle in the early 1900s and has since expanded across the US and into Europe, employing nearly 50,000 people.
2) Nordstrom is known for its excellent customer service, wide product selection, and employee empowerment. Employees are empowered to make decisions to best serve customers.
3) Nordstrom places a strong emphasis on diversity and inclusion, with people of color making up 39.1% of its workforce. It recruits from a variety of communities and advertises in diverse publications
Hugh Anderson presented on PR measurement and the need to move beyond traditional metrics like AVEs. He outlined a new framework using a three-tiered approach measuring program outputs, outcomes, and business outcomes. New metrics could include social media engagement, website traffic and conversions. Tools like Google Analytics, Inkybee and research from organizations like the Coalition for PR Research Standards were highlighted to help practitioners more effectively measure PR impact.
Public Relations Management Session 2 Corporate Communications And Pr Com...Moksh Juneja
The document provides an overview of corporate communications and public relations. It defines communication and discusses models of communication, including linear, interactive, and transactional models. It also defines corporate communications and discusses the corporate communications mix, aspects of corporate communication, and tools and scope of corporate communication. Models of public relations are presented, including press agentry, public information, one-way asymmetric, and two-way symmetric models. The roles and areas addressed by corporate communications professionals are outlined.
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
The role of public relations professionals has expanded significantly in recent years. PR now plays an integral role in strategic planning and growth initiatives rather than just media relations. New opportunities exist for PR to support corporate image, investor relations, customers, revenue, and internal communications using tools like PR management software. To capitalize on these opportunities, PR professionals must coordinate integrated messaging across departments and audiences, determine tactics that support overall company goals, and evaluate strategy effectiveness.
There are several different models and metrics used to evaluate PR campaigns, Napier take you through several to ensure you are evaluating your campaigns effectively.
Public relations are the planned and sustained effort to establish and maintain beneficial relationships between an organization and its publics. It involves fact-finding, planning, communication, and research and evaluation. PR professionals use both external media like newspapers, radio, television and internal media like house journals, bulletins boards and printed literature to communicate with stakeholders. They also employ tools like press conferences, press releases, press tours, exhibitions, photographs and advertising. Community relations, government relations and word-of-mouth are also important aspects of public relations.
This document provides an overview of key concepts in public relations and strategic communication. It discusses the importance of understanding audiences, using the right channels and timing to disseminate information (MAC triad), and the role of public relations as a management function to build relationships. It emphasizes the importance of accountability, credibility, and leadership in practicing public relations effectively.
The document provides an overview of the history and development of corporate communication as a field. It discusses key figures like Paul Garrett and Arthur Page who helped establish best practices. Early corporate communication focused on public relations within major companies. Over time, responsibilities expanded to include advertising, marketing, and issues management. The document also examines the roles, skills, and professional responsibilities involved in corporate communication today.
Public relations professionals are increasingly using social media as a way to connect with audiences and build relationships. Some key points discussed include:
- PR uses social media like Twitter and Facebook to directly engage with customers and learn more about them.
- Content marketing and sharing newsworthy stories and announcements on social media can help build brand awareness and loyalty.
- PR must consider theories like the two-way symmetric model to have ethical, mutually beneficial dialogues with audiences through social media.
- Non-profits especially rely on social media for earned media and promoting community events with limited budgets.
- Both successes like Steve Jobs and failures like a mistaken corporate tweet show the importance of strategic social media planning for PR.
Public relations professionals are increasingly using social media as a way to connect with audiences and build relationships. Some key points discussed include:
- Social media allows organizations to directly engage with their audiences and learn more about them.
- Creating high-quality, newsworthy content is important for success on social platforms like Twitter and Facebook.
- PR professionals now use tools like newsrooms, analytics, and message targeting to monitor conversations and engage in real-time.
- Different social media strategies aim to increase brand awareness, influence, or create positive sentiment depending on the goals.
This document provides an overview of key concepts in public relations theory, including the basic elements of communication, persuasion vs manipulation, how PR works to attract and direct an audience, and theories about how media and communication influence audiences. It discusses factors like the source and message credibility, the role of opinion leaders, agenda setting and framing, and models for diffusing new ideas and motivating audiences through increasing awareness, ability, and opportunity. The document aims to educate PR professionals on applying communication theory concepts.
Employee Engagement and Reputation Management: MemoMatt Gilhooly
We were asked to prepare an employee memo to address a potential internal/employee issue threatening the reputation of Whole Foods. In the memo, I discuss two ways to measure employee attitudes and six internal strategies that I planned to use to align employee values with the company mission.
How to modernise a public relations agency or communications teamStephen Waddington
This paper tackles the opportunities and challenges for our profession as we face up to modernity and the role of public relations in organisational management leadership.
There is much said at conferences and events, and written on blogs and in traditional media, about the fundamental shifts taking place in the media and the impact on the business of public relations.
These conversations focus on who (practitioners, agencies and communication teams), what (modernise public relations), why (media change and opportunity) and when (now) but very rarely how. This paper explores the how.
It started out as a blog post ahead of speaking opportunities at the World PR Forum in Madrid, and the PRSA International Conference in Washington.
Public relations professionals can use social media to build relationships between organizations and their audiences. Social media allows organizations to connect directly with people and learn about them. Creating great, newsworthy content can lead to success on platforms like Twitter and Facebook. Both benefits and risks exist to social media engagement, so planning effective strategies and clearly delivering messages is important. Corporate social responsibility and thought leadership from high-profile executives can also help organizations succeed with social media public relations.
"Investigación internacional promovida por Corporate Excellence - Centre for Reputation Leadership en colaboración con Cees BM van Riel, profesor de Comunicación Corporativa de la Rotterdam School of Management - Erasmus University, para conocer los factores de éxito de los Chief Communications Officer (CCO). La investigación fue realizada entre junio de 2011 y diciembre de 2012 mediante cuestionarios y entrevistas en profundidad a 117 Directores de Comunicación de grandes empresas de Estados Unidos, Reino Unido, Alemania, Francia, España, Italia, Países Bajos, Brasil, México y Chile.
¿Qué determina el éxito del Chief Communications Officer (CCO)? ¿Hasta qué punto las habilidades personales juegan un papel en ese éxito? ¿Cuáles son esas habilidades necesarias? ¿En qué medida el negocio en el que opera la organización es importante? ¿Es un perfil más operativo, táctico, estratégico o una combinación de todos ellos? La investigación señala tres aspectos fundamentales: el CCO debe jugar un papel relevante tanto en su desempeño interno, como directivo de la empresa, así como tener impacto externo a través de su gestión de la comunicación. Y además, debe desarrollar habilidades personales que le permitan ocupar funciones cada vez más estratégicas."
An international research study sponsored by Corporate Excellence – Centre for Reputation Leadership in collaboration with Cees BM van Riel, Corporate Communication Professor at Rotterdam School of Management - Erasmus University. The study addresses the success drivers of Chief Communications Officer (CCO). It was carried out from June 2011 to December 2012, and it used questionnaires and in-depth interviews with 117 Communications Director from large corporations in the U.S., UK, Germany, France, Spain, Italy, the Netherlands, Brazil, Mexico and Chile.
What determines the success of Chief Communications Officer (CCO)? To what extent do personal skills play a role in that success? What are those skills? To what extent does the business in which the organization operates play a role? Is it more operational, tactical, strategic or a combination? The research points out three main aspects: the CCO must play an important role both internal and externally, the CCO should implement an impacting communication, and he or she should have the personal skills enable them to carry out strategic tasks.
Common Sense for the C-Suite: Relevance is the New ReputationW2O Group
In today’s social/digital reality, Relevance has become the new reputation. This means that an organization must connect consistently and authentically on multiple levels with its key audiences — in areas that are both meaningful to the business- its core purpose and strategic direction - as well as areas that are meaningful to its audiences. What makes this different is the speed at which relevance forms and dissipates and the agility necessary to harness it for sustained growth and success.
In an age where information is ubiquitous and people move from one subject to another in a blink of eye, if your brand, product, service or company isn’t on their radar you don’t exist.
It’s all about connection.
In this issue of Common Sense for the C-Suite, we explore how organizations can drive growth and remain relevant in a crowded, distracted landscape.
The practice of public relations in the Philippines has evolved significantly over time. PR is now recognized as an important management function for both government and businesses. PR tools have expanded from traditional press releases to digital communications and social media. While tools have changed, the role of PR professionals is to strategically apply these tools to build relationships and solve problems. Today, effective PR requires skills in both communication and management strategies. PR education has also broadened to provide students with cross-disciplinary expertise needed for the profession.
This digital strategy aims to reintroduce Nordstrom consumers to its high quality products through an increased social media presence. It outlines Nordstrom establishing accounts and regular posting on 5 social media platforms: Facebook, Twitter, Instagram, Pinterest, and a social blog. The strategy also includes mobile advertisements and expanding Nordstrom's target audience reach across various social media outlets with a $300,000 budget over 12 months.
The Nordstrom Way to Customer Service Excellence document discusses the history and culture of Nordstrom, a leading fashion retailer in the US. Some key points:
1) Nordstrom traces its origins to a shoe store founded in Seattle in the early 1900s and has since expanded across the US and into Europe, employing nearly 50,000 people.
2) Nordstrom is known for its excellent customer service, wide product selection, and employee empowerment. Employees are empowered to make decisions to best serve customers.
3) Nordstrom places a strong emphasis on diversity and inclusion, with people of color making up 39.1% of its workforce. It recruits from a variety of communities and advertises in diverse publications
Nordstrom offers high fashion clothing, shoes, and accessories for men, women, and children at various price points. They have 117 full-line stores across 36 states and 148 Nordstrom Rack stores. Nordstrom targets customers in their 20s but anyone who enjoys fashion. Their $4 million marketing budget focuses on promoting their stores and Nordstrom credit card through mailings, in-store promotions, social media like Facebook, Instagram and Twitter, and their mobile app.
The document proposes a creative strategy to increase visits by suburban mothers to Nordstrom stores. It suggests focusing on appealing to the target customers' desire for socialization and fashion by positioning Nordstrom as "The party where friends and fashion meet." Tactics would include direct mail invitations to fashion-themed events at Nordstrom and advertising promoting the idea of a celebration of friends and fashion.
This document analyzes problems at the retail company Nordstrom identified in a case study submitted by a group. It identifies issues with Nordstrom's use of a "sales per hour" metric to evaluate employee performance, which led employees to work off the clock to avoid lowering their sales per hour ratios. Other problems discussed include a lack of clear distinction between selling and non-selling work hours, decentralized management leading to unequal treatment of employees, and lawsuits from shareholders over unpaid labor issues. The document provides recommendations to address these problems, such as clearly defining selling vs. non-selling time, using additional performance metrics besides sales per hour, and providing better employee training on the evaluation system.
The WOMMA Influencer Guidebook is a practitioner’s resource intended to address the needs of the association membership.This is not an update to the 2008 WOMMA Influencer Handbook - this is a complete rewrite taking into context not only how much the digital and social landscape has
changed, but also the nuance and sophistication of the now ubiquitous practice of influencer marketing.
trnd is a proud member of the WOMMA since 2006.
Fresh networks social media influencers reportswaipnew
FreshNetworks tested 9 social media monitoring tools to identify influencers discussing organic baby food. The tools aimed to find key "mummy bloggers" and forum posts on parenting sites like Mumsnet and BabyCentre.
Influencers are important for brands to engage with as word of mouth is increasingly driving purchases. Influencers of varying engagement levels can help encourage word of mouth for brands.
When developing an influencer strategy, brands should determine goals, listen to target audiences, choose tools carefully while considering resources, get to know influencers, choose the right engagement methods, and build honest relationships. Focusing engagement on the "Magic Middle" of niche influencers between general celebrities and long-tail users can be
This document discusses social influencer marketing. It defines a social influencer as someone who has the potential to influence others due to their communication abilities and social networks. It emphasizes that influencer marketing requires focusing on understanding customer purchase decisions and those closest to them, rather than large social media followings. It also stresses that influencer relationships need to be nurtured long-term through genuine engagement and advocacy, not one-time promotional deals. Success requires identifying different types of influencers and measuring impact on sales, customer lifetime value, and movement along the customer journey.
2015 Influencer Marketing Guide
Getting the right people talking about your brand is vital for building credibility. In fact, recent studies show that nearly 60% of marketers plan to increase their influencer marketing budgets in 2015. Kick start your own social campaigns by learning how to identify, engage, and measure influencer impact.
Download this influencer marketing guide to learn:
•How to identify your ideal influencers
•When and where your influencers are most active
•Tips for engaging influencers with your brand
•How to add influencers to your social marketing strategy
Exploring the World of Influencer Marketing.docxlevelonwebsite
Influencers are individuals with large online followings who can shape opinions and inspire followers in their industry like fashion, beauty, or lifestyle. There are different types of influencers categorized by follower count and niche. Choosing influencers aligned with your brand values and target market is key. Successful influencer marketing involves creative collaboration on engaging content between brands and influencers. Influencers can significantly impact purchase decisions as followers trust their recommendations. Performance must be measured through data analysis to assess return on investment and improve future strategies. Influencer marketing faces challenges like authenticity but building long-term relationships provides ongoing benefits.
Influencer Marketing How to Leverage the Power of Influencer’s Recommendatios...SanaKhan614457
Influencer marketing is a form of collaboration between brands and individuals who have influence or can influence people through Social Media platforms. These individuals, known as influencers, have built a strong reputation and credibility within their niche. Brands often partner with influencers to leverage their influence and increase reach and engagement with their target audience effectively.
Influencer marketing is a type of social media marketing that leverages the power of social media personalities. Brands partner with influencers who have a dedicated following and expertise in a specific niche. These influencers then promote the brand's products or services to their audience in a genuine way, building trust and driving sales. It's like having a friend recommend something they love!
Influencer Marketing 101 A Step-by-Step Guide to Launching Your First Campaig...SEOHabibi
This comprehensive guide delves into the crucial intersection of social media and SEO, highlighting why their synergy is essential for successful digital marketing strategies. It provides valuable insights into the importance of optimizing social media for search engines and how to harness this synergy for improved online visibility and engagement.
Influencer Marketing 101 A Step-by-Step Guide to Launching Your First Campaig...SEOHabibi
This comprehensive guide takes you through the fundamental steps of planning, executing, and measuring your inaugural influencer marketing campaign. Whether you're a novice or looking to refine your strategy, this guide provides valuable insights to ensure your first campaign is a resounding success.
This document provides guidance on identifying and engaging influencers to help drive engagement for marketing campaigns. It defines influencers as people who have the potential to influence others due to their social networks and relationships. The document outlines three types of influencers: citizen influencers who are everyday supporters, professional influencers who have credibility in their field, and VIP influencers who are celebrities. It explains how to identify influencers within these categories based on the size of their network and affinity for your cause. The document also provides tips on designing influencer programs and engaging different types of influencers to help amplify marketing messages through word-of-mouth recommendations.
The document discusses employee advocacy on social media. It provides insights from surveys of brands, employees, and consumers. Some key findings include:
- 90% of surveyed brands are pursuing or planning employee advocacy programs.
- Consumer response to employee advocacy posts is generally positive, with 31% saying the posts help them better understand the company. However, 20% of consumers have unfollowed friends due to work posts.
- Employee advocacy shows promise as a form of native advertising, with higher engagement rates than social ads. However, brands need to ensure posts align with consumer interests to avoid backlash.
- While increasing reach is a top brand goal, only 8% of consumers actually share the work posts of their
Implementing an Influencer Marketing ProgramDaniel McKean
The document discusses influencer marketing and engagement strategies. It defines different types of influencers, including social broadcasters, mass influencers, and potential influencers. It provides best practices for engaging each type of influencer, such as being a valuable resource, building goodwill, offering exclusive opportunities, and continually recognizing influencers. The document also outlines a three-phase process for developing an influencer marketing program, including building foundations, defining best practices, and program execution.
Neoreach + Branch: 4 Steps to Finding Engaged InfluencersHarsha MV
This document provides guidance on finding and engaging mobile brand influencers. It discusses different types of influencers like industry influencers, brand advocates, fans, ambassadors, and affiliates. It recommends tools to identify each type of influencer from their social profiles, follower counts, engagement levels, and in-app analytics. The document also emphasizes the importance of tracking influencer efforts through customized links to measure clicks, installs, and ROI for each campaign. Proper tracking is key to determining which influencers are most effective.
Case View with Prince Khanna - Social Media Influencer MarketingET Cases
Prince is the Founder & CEO of Eleve Media – India’s top-most Influencer Marketing platform, enabling marketers to co-create content with online Influencers, Celebrities & Bloggers.
With over 8 years of experience in the Digital Media and Marketing space, Prince has previously spearheaded MensXP.com the business unit of Xpert Media Technology and India’s fastest growing E-mag in the Men Lifestyle domain, for Sales and Management of Digital Advertising in the Indian & International markets.
Prince started his career in the Digital Media space with Quasar Media and later drove Media Sales effort for Web18’s flagship product Money Control.
Digital marketing relates to online marketing activities including digital assets, channels, and media. It also includes social media and mobile marketing. There are several frameworks that can be used to think about digital marketing objectives and strategy, including the 4E framework which focuses on exciting, educating, helping customers experience products, and engaging customers, and the 7C framework which considers core goals, contextual elements, content, community, communication, commerce, and connection. Social media engagement follows a process of listening to customer feedback, analyzing it, and implementing what was learned. Influencer marketing uses opinion leaders on social media to promote marketing messages. There are various types of influencers classified by factors like followers and expertise. The 4Rs can assess influencer efficacy
Influencer Marketing: Leveraging Key Partnerships is a comprehensive exploration of the influential role that influencers play in today's digital marketing landscape. This title dives deep into the strategies and tactics employed by businesses to forge meaningful partnerships with influencers, driving brand awareness, engagement, and ultimately, conversions.
Influencer marketing uses influential leaders to promote a brand's message to a large audience. It identifies people with large social followings who can influence target consumers. An effective influencer marketing campaign identifies key influencers, builds a campaign around them, and measures metrics like reach, sales, and awareness. Influencer marketing is more trusted than traditional ads because it leverages social proof and word-of-mouth recommendations from influencers their audiences respect.
Social Media Marketing and Influencer Marketing
are a few buzzwords that have taken the marketing
world by storm in recent years. It has increasingly
become one of the most popular trends in marketing.
In fact, influencer marketing is already worth as
much as $8 billion, and is steadily on track to gain an
additional $7 billion by 2022, making it a $15 billion
industry according to a study by Business Insider.
As more companies begin to understand and see the
potential for success with influencer marketing, we
are seeing a shift away from traditional marketing
strategies such as radio, print, and T.V. ads. Eighty
percent of companies that have already implemented
an influencer marketing program say it performs
as good as - if not better than - other marketing channels (Media Kix).
Ready to dive more into the world of influencer
marketing? This guide teaches the basics of influencer
marketing and will help you establish a social media
influencer marketing program of your own.
How Do You Develop An Influencers Strategy To Attract And Engage Your Key Inf...Dr. William J. Ward
1. Influencers have become an important part of public relations strategies as consumers are more connected online and seek inspiration from brands.
2. There are different types of influencers, including popular celebrities, experts in specific fields who have credibility, and influential consumers who can promote or criticize brands.
3. Identifying true influencers requires understanding their exposure to an audience on a topic, participation in discussions, and ability to spread their opinions—not just metrics like followers or retweets. Building relationships with influencers requires a consistent, long-term strategy.
Similar to Guía de Word of Mouth Marketing. (2013) (20)
El documento presenta un resumen de las principales tendencias globales en el uso de dispositivos móviles según datos de comScore. Más de la mitad de los minutos digitales en 13 mercados provienen del móvil. Argentina tiene la mayor cantidad promedio de minutos móviles por persona. Más del 80% del tiempo en dispositivos móviles en todos los mercados se dedica a aplicaciones en lugar de sitios web móviles. Casi la mitad de los usuarios en algunos mercados solo usan el móvil y no otros dispositivos, y este segmento ha id
Este documento ofrece consejos sobre cómo implementar un plan de marketing digital centrado en la conversión, el compromiso y el posicionamiento de marca. Explica que el éxito depende de la voluntad, la libertad y el conocimiento para definir la misión, la visión y los objetivos. Luego detalla cinco actividades clave de comunicación digital y cómo aplicar con éxito el marketing de contenidos al comercio electrónico para atraer, convertir, cerrar ventas y fidelizar clientes a través de blogs, SEO, SEM, redes sociales y cor
Manual resumen de lo mas importante en ventas. Todo lo que se encuentra en este manual es lo que cualquier vendedor profesional o principiante necesita para ser efectivo y exitoso en su carrera.
El documento proporciona información sobre el marketing móvil. Define el marketing móvil como acciones para comunicarse con clientes a través de dispositivos móviles y establecer relaciones para promover productos o servicios. Explica que el smartphone se ha convertido en nuestra principal ventana de interacción y que el marketing móvil es importante debido al alto uso de dispositivos móviles. Resalta la importancia de objetivos claros y una comunicación simple y directa en el marketing móvil.
Este documento presenta los resultados clave de un estudio sobre el uso de dispositivos móviles en España. Algunos hallazgos clave son: 1) se estima que hay 15,4 millones de usuarios de smartphones en España; 2) el tiempo medio de conexión diaria a Internet es de 3 horas y 23 minutos en smartphones y 1 hora y 41 minutos en tabletas; 3) las actividades más frecuentes en smartphones son chatear, redes sociales y correo electrónico, mientras que en tabletas son leer noticias, escuchar música y juegos.
Este documento proporciona información sobre el uso y las posibilidades de Google Analytics. Explica que Google Analytics permite implementarse fácilmente insertando código JavaScript en las páginas web y recopila datos sobre visitantes, orígenes de tráfico y comportamiento. También permite realizar un seguimiento avanzado del comercio electrónico y establecer objetivos para medir la consecución de metas.
El SEM es básicamente las diferentes técnicas que se utilizan para aparecer primero en las búsquedas pagas, tanto a nivel de búsqueda como en pantallas (display).
SEO. Search Engine Optimization. Optimización en motores de búsqueda. El trabajo que hay debajo de cada página o blog que aparece en los primeros lugares de búsqueda.
Este documento presenta información sobre la medición en marketing digital. Puede ser utilizado bajo una licencia Creative Commons siempre que se cite la fuente y enlace al sitio web original. Explica conceptos como investigación cualitativa y cuantitativa, qué se mide en internet como consumo y ventas, e indicadores clave como KPI para medir el desempeño de una web, redes sociales, ventas y servicio al cliente. También describe las principales fuentes de datos para la medición como estudios de usuarios y audiencias.
Asistente virtual
Un asistente virtual es un software diseñado para simular una conversación con un ser
humano. Los asistentes virtuales modernos se basan en técnicas de inteligencia artificial
como el procesamiento del lenguaje natural.
Attribution (atribución)
Método para asignar el valor de una conversión a las diferentes acciones de marketing
que llevaron a dicha conversión.
www.iabspain.net/iabpedia/
Terminología e iabpedia
Fuente: IAB PEDIA / www.iabspain.net/iab
Este documento proporciona información sobre cómo la tecnología ha cambiado el mundo y las nuevas reglas del juego en la era digital. Explica la evolución de la tecnología, el crecimiento de Internet y las redes sociales, así como los cambios en los perfiles de usuarios, contenidos y publicidad en línea.
Este documento proporciona una licencia Creative Commons para su uso y distribución siempre que se cite la fuente y enlace activamente a la página web indicada. Revisado en marzo de 2014.
Este documento presenta los indicadores utilizados en la medición de audiencias digitales a través de un panel de medición. Describe indicadores de población digital total, PC e indicadores móviles que miden métricas como alcance, composición, vistas, visitas, minutos y tasas de conversión. Además, explica la metodología censal y otros indicadores como navegadores, cookies, visitas, rebote, conversiones y fuentes de tráfico.
Este documento presenta los resultados clave de un estudio sobre el comercio electrónico en España en 2015. Algunos hallazgos clave son: 1) el 8% de los encuestados compra online más de 4 veces al mes, gastando un promedio de 70 euros por compra; 2) los principales motivos para comprar online son los mejores precios y la comodidad; y 3) PayPal es la forma de pago preferida debido a su privacidad y seguridad.
The document provides an overview of mobile marketing and its importance. It defines mobile marketing as marketing that targets users via mobile devices to communicate and engage with consumers. Mobile marketing is important because mobile device ownership is widespread and people frequently use their devices throughout the day. Many types of businesses can benefit from mobile marketing, including both B2C and B2B companies, as mobile allows them to reach audiences in a personal way.
Este documento resume los objetivos y metodología del sexto estudio de IAB Spain sobre el uso de redes sociales. El estudio analiza la evolución del uso de redes sociales en España, los dispositivos de acceso, las actividades realizadas, y la relación entre usuarios, marcas y comercio electrónico. Algunos hallazgos clave son que el 82% de internautas españoles usan redes sociales, Facebook sigue siendo la red más popular pero Instagram gana usuarios, y el 70% reporta que las redes sociales influyen en sus
Este documento presenta el concepto de "Meaningful Brands" y describe un estudio global que mide la relación entre marcas y el bienestar de las personas. El estudio ha evaluado a más de 1,000 marcas en 34 mercados durante los últimos 7 años y ha encontrado que las marcas más significativas generan mayores ingresos y valor de marca. El documento también destaca que las personas en España están menos conectadas con las marcas en comparación con otros países y desean que las marcas mejoren su calidad de vida y bienestar.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
2. The WOMMA Influencer Guidebook is a
practitioner’s resource intended to address
the needs of the association membership.
This is not an update to the 2008 WOMMA
Influencer Handbook - this is a complete
rewrite taking into context not only how
much the digital and social landscape has
changed, but also the nuance and
sophistication of the now ubiquitous
practice of influencer marketing.
Five significant advancements have been captured in this document:
★ The description of the attributes that make up an influencer
★ The classification of five categories of influencers
★ The inclusion of ‘key influencer’and‘influencee’in the definitions
of influencer marketing
★ The differentiation between‘potential to influence’and the
practice of empirically measuring‘actual influence’
★ A discussion of three levels of considerations when constructing
an influencer marketing program
Brand Influencers WOMMA 2013
Introduction
3. Intended use of this guidebook:
This guidebook is intended to be an educational resource for marketers to
better understand the mechanics and metrics of influencer marketing. This
guidebook is not intended to offer industry standards or serve as a definitive
statement on the‘one right way’to measure and conduct influencer marketing
programs. Standards develop in industries over many years of productive
debate, refinement and case studies. Additionally, academic research exists and
continues to develop that further clarifies the importance of influencers, their
effectiveness in achieving outcomes and the attributes and characteristics of
individuals or groups suited to achieving those outcomes, as well as how one
would best measure the potential to influence and the actions taken by
influencees.
Getting started in influencer marketing:
A practitioner should consider performing the following steps before
embarking on an influencer program:
★ Identify time-bound objectives and goals for the program
★ Assess the appropriate industry level factors
★ Develop a benchmark understanding of the brand’s existing potential
influencers and those of the competition
★ Create success criteria and determine those capabilities necessary to
measure success empirically
★ Develop and execute a program to achieve a specific outcome targeted to a
specific category of influencers
★ Measure and report results - adjust accordingly
Brand Influencers WOMMA 2013
Page 3 of 42
4. This guidebook will aid in the creation and implementation of these influencer
marketing program steps.
Who is behind this effort?
Both individuals and organizations have been instrumental in the creation of
the Influencer Guidebook 2013. For a complete list of contributors visit
womma.org/influencers. The principal active contributors to this document
were (in alphabetical order):
Neil Beam – Director, MotiveQuest and Chair of the WOMMA Research and
Measurement Council
Bill Chamberlin – Principal Consultant of Social Insights, IBM
Jane Collins – VP of Market Research, BlogHer
Susan Emerick – Manager of Enterprise Social Programs, IBM
Michael Fein – Director of Research and Analytics, Fanscape
Amy Laine – Principal Market Insights Analyst, IBM
Ashley Libby – Principal and Founder, The Anca Group
Dhara Naik – Account Supervisor and Digital Strategy, Social@Ovilvy
GR! Brand Experience was responsible for the design and layout of this
guidebook and images were kindly contributed by Big Stock Photo.
Our friends and collaborators at #SMMStandards (The Conclave) helped
develop the influencer definitions.
The tireless and diligent WOMMA staff.
Brand Influencers WOMMA 2013
Page 4 of 42
5. Marketers and business communicators
have been targeting so-called‘influencers’
or‘influentials’for decades. It is a strategy
born of experience and intuition - a sense
that people are influenced by other people
and that some wield greater influence than
others. But there is wide variation in what
people mean by‘influencers’or‘influencer
marketing’. The situation begs for a
common language and conceptual
framework to aid practitioners.
WOMMA has developed the following definitions with an eye for
academic rigor and practitioner utility. With this in mind, consider
that there are more than seven billion people on the earth. While
anyone can exert influence on others it is rarely practical for brands
to focus on reaching everyone. Hence there is an interest in engaging
those individuals who have disproportionate influence in the
marketplace.
Brand Influencers WOMMA 2013
Influencer
Definitions
6. The following definitions were developed by members of WOMMA in
collaboration with members of other leading trade groups in the field of public
relations and marketing.
WOMMA defines Influence as:
The ability to cause or contribute to a
change in opinion or behavior.
Where the initial actor is a Key Influencer who is:
A person or group of people who possess
greater than average potential to influence
due to attributes such as frequency of
communication, personal persuasiveness
or size of and centrality to a social network,
among others.
Brand Influencers WOMMA 2013
Page 6 of 42
7. Key influencers interact with others, and those they influence are Influencees:
A person or group of people who change
their opinion or behavior as the result of
exposure to new information.
Therefore, Influencer Marketing is:
The act of a marketer or communicator
engaging with key influencers to act upon
influencees in pursuit of a business
objective.
Research shows a marketer is most effective when focusing resources on key
influencers with the highest propensity to influence a population of influencees
that are most likely to be influenced. Later, this document explores some
descriptive Attributes of an influencer thereby enabling a program manager to
identify influencers and influencees for effective program design. The attributes
themselves are useful for characterizing five categories of influencers who each
possess a unique attribute profile.
Brand Influencers WOMMA 2013
Page 7 of 42
8. The definitions of influence, key influencer
and influencee are important and
demonstrate the relationship between
individuals. However, a practitioner needs
tools to differentiate the qualities or
‘attributes’of one influencer or cohort from
another. Following are some practical
attributes that a program manager can use
to benchmark an individual’s or group of
cohort’s potential to influence.
Brand Influencers WOMMA 2013
Attributes
9. Attribute Description
Affiliation with Brand The extent to which an influencer is affiliated with the brand. Are they seen as
independent and unbiased or possessing bias? Is there a formal relationship
between the individual and the brand? Are they compensated?
Reach A count of the number of people that the individual is connected to directly or
indirectly via social media and off-line channels. This represents the potential
number of people who could possibly receive a message from the individual.
Network Centrality The number and strength of connections between people in a social network. This is
a statistical term and is readily modeled using software when data is accessible.
Intent to Influence The motive of the individual when communicating. While this is difficult to measure,
the influencer’s intent can affect their perceived trust and the outcomes achieved.
Degree of Enthusiasm Often measured as sentiment. The strength of emotion expressed in a conversation
for a given subject.
Venue Duration The length of time in which the individual is engaged in a venue (Facebook, Twitter,
user group, community, etc.).
Topic Duration The length of time in which the individual posts on a given subject.
Brand Influencers WOMMA 2013
Page 9 of 42
10. Frequency of Content The number of repetitions of posting content on a given subject in a unit of time.
Content Quality The degree to which the content is well written, well timed, engaging, visually
appealing and audience specific.
Content Engagement The extent to which other people recirculate or propagate the content: Virality;
Number of comments; Retweets; Forwards; or Samplings.
Two-Way Engagement The extent to which the individual engages with others in a two-way dialogue. The
degree to which the individual pushes content versus interacts.
Authority and Credibility The extent to which the individual possess expertise, trust and commands respect.
Authority and credibility is earned or achieved through education, elections,
experience or time. In some cases, it is bestowed by the community.
Geographic Reach Where the individual is effective. Consider global, national and local, as well as
language spoken and online versus offline.
Improvement of an individual’s or cohort’s attributes may be an influencer
program in itself. Consider‘content frequency’when an employee who is an
ambassador for a brand who blogs once a quarter. Increasing the frequency of
posting can increase this individual’s propensity to influence. Now consider
‘content quality’and‘two-way engagement’. By improving the attributes of an
individual or a group of individuals the potential outcome could also improve.
Brand Influencers WOMMA 2013
Page 10 of 42
11. Let’s say you are tasked with developing an
influencer program. Which category of
influencer(s) are best suited to your your
brand objectives? What program goals
should you set? How do you measure
success?
There are three logical program
considerations that affect both the
selection of a specific category of
influencer on which one should focus and
success metrics within that program:
1. Industry
2. Brand
3. Influencer Attributes
Brand Influencers WOMMA 2013
Three Levels
of
Consideration
when
Developing
an Influencer
Program
12. Industry
Start with understanding your industry in context to influence and influencers.
Is your company B2B or B2C? Are your goods durable or consumable? Durable
goods such as automobiles, faucets, or airplanes have different channels,
buying cycles and service needs. How your consumers interact with these
products and services is dependent upon your specific industry factors.
Industry-Level Considerations:
★ B2B
★ B2C
★ Durable goods
★ Consumable goods
★ Services
★ Regional factors
★ Regulated and non-regulated
★ Channel and retail considerations
★ Brand history, attributes and unique circumstances
★ Macroeconomic factors
★ Microeconomic factors
Brand
What is the brand’s objective for the influencer marketing program? Are you
attempting to affect customer acquisition? If so, where in the purchase funnel
would influencers be helpful? Perhaps customer retention or brand reputation
is the program objective, in which case influencers can amplify good sentiment
Brand Influencers WOMMA 2013
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13. towards the brand or dampen conversations that are negative towards the
brand.
Brand Level Considerations:
★ Improve retention
★ Improve customer lifetime value
★ Improve or accelerate acquisition
★ Provide better customer service and support faster and to more people
★ Improve brand reputation
Here one would also want to consider marketplace conditions relative to your
objectives. For example, what are the influencer programs at the competitor?
Also consider your existing capabilities of your influencer program. An inhibitor
or enabler to your goals may be your company’s governance and regulations
around social media and consumer engagement. The absence of a policy may
be as much an inhibitor or enabler as the existence of a overly burdensome
policy. Legal departments at some firms will require a policy to be in place before
proceeding with an influencer program, should one not already exist.
Influencer Attributes
The third consideration set is influencer attributes themselves. One could start
with a benchmark of existing influencer attributes for both your company and
competitors. Have you identified key influencers? Are these influencers
supporting your brand or your competition? What is their reach and degree of
enthusiasm for the brand? Once a benchmark of these attributes is understood,
an influencer program could be designed with the aim of improving the
attributes of influencers. Should you improve the reach of an existing set of
influencers or recruit new influencers who have greater reach? Can a program
Brand Influencers WOMMA 2013
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14. improve the frequency of content or should you design a program to
encourage existing influencers to start conversations on a venue where
prospects and customers (influencees) are more likely to engage?
Influencer Attribute Considerations:
★ Improve the reach and connectivity of the influencer network
★ Clarify affiliation, alignment and knowledge of the brand
★ Improve the ability of individuals to influence: Improve content quality;
Biographical information; and Individual’s presence
★ Optimize frequency and timing of content posting per venue
★ Optimize venues: Are your influencers talking where influencees are
present?
★ Improve topic duration, the length of time someone is engaged and active
on a particular topic
★ Improve the degree of enthusiasm towards the brand and topic
★ Location: Global; National; Local; Language spoken; Online versus Off-line
Each Category of Influencer, which will be introduced in the coming pages,
lends itself better to some program considerations than others. The specifics are
noted in the the detailed description of each influencer category. The job of an
influence marketing practitioner is deciding which influencer program to run.
This begins with understanding and documenting the program considerations
unique to your business and then aligning these considerations with those of
the population you wish to affect. The specific key influencer(s) you select are
the link between the desired business outcome and the influencees.
Brand Influencers WOMMA 2013
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15. In this guidebook, we outline a number of
steps that are involved in program design.
In this section we discuss measurement
considerations.
There are two distinct states of influencer
measurement that are relative to the point
in time an influencer marketing program
begins:
1. The potential to influence (before)
2. Actual, observed influence (during/after)
Brand Influencers WOMMA 2013
How to
Measure
an
Influencer
Program
16. These matter because potential and observed influence are distinct program
states, both in terms of time and available tools utilized for measurement.
Additionally, as practitioners of influencer marketing, we must always keep in
mind that it is rare to measure actual influence. Instead, we observe proxies of
influence in the form of outcomes or actions taken. For example, the
redemption of a coupon that was given to a friend is an observed action
(redeeming a coupon) of an earlier act where a friend influences a purchase (the
giving of the coupon and any context around that transfer).
Measurement of potential to influence requires a methodology for determining
who is influential in the network. While there are no certainties, your objective is
to determine the key influencer or cohorts that will maximize the influencer
program outcomes for your brand. Contemporary methodologies assess the
people, the network and the content including:
★ The offline conversation volume and brand awareness
★ Third-party scoring results
★ The individual's or cohort’s sentiment towards a brand or topic
★ Content quality and quantity
★ Network size and centrality
★ The individual’s or cohort’s authority, trust and credibility
Brand Influencers WOMMA 2013
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17. Consider the following example. Let's say that you have decided to launch a
celebrity influencer program. You made this choice because you determined a
celebrity influencer best addresses your business objectives and aligns to both
your industry and brand level considerations - and you have budget.
Having decided to use a celebrity influencer, you must then determine which
celebrity is best suited for your influencer marketing program. To do this, you
need a methodology to rank each potential celebrity. We suggest documenting
the key attributes (found in the Attributes section of this guide) of each
celebrity you are considering and evaluate the attributes against your brand
and program goals. All of the quantities of these attributes can be used to
assess multiple celebrities to indicate potential to influence.
Shifting now to measurement of actual, observed influence, practitioners
typically measure the spread of influence or the outcome of actual influence.
This is in contrast to the initiation of influence. There are several methodologies
for measuring actual, observed influence. The two most prominent are:
1. Metrics attribution back to the influencer or cohort using web analytics,
unique URL tracking and campaign codes
2. Observing changes in activity or attitude before and after a program or in
absence of a program
Brand Influencers WOMMA 2013
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18. To document actual, observed influence you will need to gather metrics over
time. These include:
★ Number of conversations about the campaign or topic of interest
★ Number of people that share the influencer’s content
★ Number of comments on the influencer’s content
★ Number of actions taken on branded properties as a result of the influencer’s
actions (click-through rates, time on site)
★ Purchases attributed to the influencer’s content
★ Referrals attributed to the influencer’s content
The observed measurement of the conversations can include both web
analytics and social monitoring (listening) measurement capabilities. In
addition, you may also need to include off-line measurement techniques such
as surveys, BrandEncounter® or TalkTrack® syndicated studies, among others.
Attributing sales to the influencer campaign requires being able to link the
purchase back through to the key influencer’s content or conversation.
To summarize, there is a distinction between the diagnostic and predictive
measures of potential to influence from that of empirically measuring actual,
observed influence. A methodology for determining both states of influence
in influencer marketing program design is required.
Brand Influencers WOMMA 2013
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19. Ethics are a key consideration when
engaging in influencer marketing. All
WOMMA members are committed to five
key ethical principles, which all come into
play with influencer marketing:
1. Trust: Engage in practices and policies that promote an
environment of trust between the consumer and marketer
2. Integrity: Abide by regulations, promote honesty and
transparency in practices and methods and avoid consumer
deception in marketing practices
3. Respect: Promote and abide by practices that focus on
consumer welfare
4. Honesty: Consumers should be free to form their own
opinions and share them in their own words and WOMMA
members do not support any efforts that tell others what to
say or how to say it
5. Responsibility: WOMMA members believe that working
with minors in marketing programs requires sensitivity and
care, given their particular vulnerability to manipulation and
deception
Brand Influencers WOMMA 2013
Ethics
20. Communications platforms and tools are evolving rapidly and may not take all
of these factors into consideration.
For more information, please visit womma.org/ethics for our updated Ethics
Toolkit, Disclosure Guide and other resources. If you have questions or concerns
about ethics in the WOMM community, please feel free to contact our Members
Ethics Advisory Panel (MEAP) for help in addressing them.
Brand Influencers WOMMA 2013
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21. Not all influencers are created equal. We
have identified five distinct categories of
key influencers that brands can identify
and engage in their influencer marketing
programs. They are:
★ Advocates
★ Ambassadors
★ Citizen Influencers
★ Professional/Occupational Influencers
★ Celebrity Influencers
In the following pages we define and describe these influencers.
Please keep in mind that which category of influence an individual
falls into is both situational and contextual. For example, a blogger
could fall into any number of categories. One who derives her
income as a food blogger would be considered Professional/
Occupational. A blogger who is a foodie but has no affiliation and
recommends a restaurant is an Advocate.
Each category of influencer demands a specific program and
measurement technique while the type of influence each exhibits is
distinct by audience.
Brand Influencers WOMMA 2013
Categories
of
Influencers
22. Advocate Ambassador Citizen Professional
Occupational
Celebrity
An individual who
shows support for,
pleads the case of
or defends a brand,
cause, product or
service while
remaining formally
unaffiliated with the
brand and
unremunerated
An individual
remunerated by or
otherwise‘allied’
with a brand or
cause; their actions
are, in some
manner, endorsed
by the brand with
an acknowledged
and transparent
affiliation that is
mutually beneficial
The‘everyman’of
influence. Citizen
Influencers are
otherwise average
people who have
greater than
average likelihood
to influence though
their social network
Individuals, who by
definition of their
job function, are in
the position to
influence others
directly through
their authoritative
or instructive
statements
An individual
whose name
recognition
commands a great
deal of public
fascination
(‘celebrity status’)
and has the ability
to use their status
to communicate
with broad effect
Brand Influencers WOMMA 2013
Brand Influencers WOMMA 2013
Definitions - Five Categories of Influencers
23. Advocate Ambassador Citizen Professional
Occupational
Celebrity
★ Intermittent or one-
time advocacy either
about a brand or
experience
★ Have positive
sentiment towards
the brand
★ Open and willing to
share specific
experiences with
others
★ Independent from
the brand
★ Sustained passion
for the brand and the
brand’s cause
★ Possess similar
qualities and values
of the brand - shares
the brand mission
★ Strong team players
★ Teachable in terms
of methods and
messaging to spread
the word
★ Intrinsically
motivated to
support and endorse
the brand and its
purpose
★ Everyday people
★ Social beings who
naturally talk and
share information
with people in their
network
★ Share to help friends
and colleagues, not
necessarily a brand
★ Have a neutral or
balanced stance in
opinions and
experiences, giving
both positive and
negative
perspectives
★ Trusted by their
network and
considered authentic
★ Employed in their
area of influence
★ Have a desire to
share their
knowledge and
experience
★ Well established and
highly regarded in
their field
★ Credentials are
earned either
academically or
though extensive
experience in a
particular field
★ Hold media
attention and public
fascination
★ Possess their own
unique qualities that
should either align
with the brand, be
desired by the brand
or have appeal with
the brand's desired
audience
★ Are audience
specific and belong
to one of many
verticals including
entertainment,
politics, business,
authors, sports,
artists, parenting, etc.
Brand Influencers WOMMA 2013
Page 23 of 42
Characteristics - Five Categories of Influencers
24. Advocate
Who
Advocates are individuals who speak out during the natural course of
their interaction with the brand. An advocate is not formally
recognized by or affiliated with the brand.
What they do
Typically, advocacy is the act of pleading or making the case for
something. For a brand, this includes positive sentiment and one of
the following: A recommendation; A call to action to purchase; or
Suggested usage or suggested change to opinion.
When
Advocacy occurs when a person has a high degree of
emotional attachment towards something and is
compelled to tell another about it. Advocacy can be one
timeortheindividualcanadvocateoveralongperiodoftime.
Why relevant to the brand?
There is a direct link between online advocacy and offline sales.
When advocacy increases, sales increase; when advocacy decreases,
sales also decrease. Research by Jacquelyn Thomas at Northwestern
University stated that in certain cases 53% of a brand’s sales volume
change can be explained by changes in online advocacy.
Brand Influencers WOMMA 2013
25. Goal
The goal of an advocate influencer program is to share the results of a positive
(or dispel a negative) experience, create a position (a strongly held belief for a
brand) and drive support for the position.
Potential to influence
★ Degree of positive sentiment this individual displays towards the brand
★ The extent to which the individual will defend the brand
★ Length of time the individual has been discussing the brand
★ Venues where the individual advocates and alignment of those venues to the
brand's target audience
★ The degrees of two way engagement and content engagement others have
with the individual (thread depth)
Observation of actual influence
★ Unique URL click-through to a website from advocate content
★ Use of referral codes and coupon redemption
★ Sentiment of individuals who interact with the advocates
★ Sentiment of threads or sites where advocates are engaged
Brand Influencers WOMMA 2013
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26. General examples
★ Brand advocates
★ Legal advocates
★ Healthcare advocates
★ Political advocates
Specific examples
The Toyota Prius has loyal advocates that stand for the car and its
environmental protection.
Mini Cooper has loyal advocates that promote the brand and the
ownership experience.
Tom Shoes has loyal advocates that shout out for the brand, its
cause, and its one-for-one premise.
Brand Influencers WOMMA 2013
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27. Who
Ambassadors are individuals who are formally recognized to represent a
brand and are able to speak and act on its behalf. There exists some form of
acknowledged agreement between the individual and the brand.
What they do
Ambassadors serve as an extension of the brand, however, may or
may not work directly for the brand. Additionally, only individuals,
employees or partners of a brand that possess desired attributes and
characteristics would be selected to be public facing ambassadors.
When
Ambassadors are committed to representing and serving the
brand for the duration of their agreement. When a person
acts as an ambassador, however, can be situationally
complex. For example, an employee of an international
brand is an ambassador when she serves as volunteer for a
local non-profit. Here she is an ambassador of the non-profit,
not the brand.
Why relevant to the brand?
Effective ambassador programs tap into the passion of the
individuals to enhance the brand's cause and to grow, strengthen
Brand Influencers WOMMA 2013
Ambassador
28. and amplify the community. Ambassadors can be a diversified resource to the
cause that are bound by an agreement and not always compensated.
Goal
An ambassador program seeks to further the brand and its cause, whether
through individual, community, or broad (regional / national / global) outreach.
Potential to influence
★ A match of the individual's values to those of the brand
★ Degree of strong emotion the individual displays toward the brand
★ The individual's willingness to engage in a formal relationship with
the brand
★ The individual’s prior ability and willingness to communicate with
peers and the public
★ The individual's willingness to be coached and encouraged by the
brand
Observation of actual influence
★ Boost in online brand buzz attributed to this individual, including direct link
back to person's presence or action and brand mentions
★ Unique URL tracking or click-through to your website from individual’s
content
★ Tracking of referral codes or coupon redemption unique to the individual
and program.
Brand Influencers WOMMA 2013
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29. General examples
★ Employees
★ Volunteers
★ Contractors
★ Affiliates
★ Government official
★ Business partners
Specific examples
The Fiskateers are customer ambassadors for
Fiskars Scissors and its crafting community.
Jared Fogle is a Subway customer turned
brand and weight loss ambassador.
Select AT&T employees are brand
ambassadors on Twitter.
Brand Influencers WOMMA 2013
Page 29 of 42
30. Who
A citizen influencer is a person who talks and shares information and opinions
to their network of contacts, but does not necessarily advocate. They are not
affiliated with the brand and are typically anonymous to the brand itself.
What they do
Citizen influencers share information and their opinion. They will write reviews
and recommendations to the broader public but are generally not concerned
about the outcome of their actions. Citizen influencers do not necessarily have
the intent to influence the masses; instead they talk or share to an individual or
a small group of known people.
When
A citizen influencer will talk and share during the natural course of their day.
Their influence is not necessarily intentional but an outcome or
byproduct of their actions. Social media has amplified the
effectiveness of their influence depending on the number of
people in their network and the visibility of their content.
Why relevant to the brand?
A single citizen influencer may not affect a brand significantly,
however the cumulative affect of multiple citizen influencers
taking action can be significant. Consider the affect of cumulative
reviews for a product.
Brand Influencers WOMMA 2013
Citizen
31. Goal
A citizen influencer program intends to use local conversations and efforts to
increase recommendations, referrals, and ultimately the brand's sales - or to
increase awareness and further the brand's cause.
Potential to influence
★ Ratings and reviews written by the individual
★ The individual’s use of social networks and email
★ Posts and comments on non-branded venues such as blogs and
Facebook pages
Observation of actual influence
★ Links, click-throughs or purchase attribution from ratings and reviews
★ Web analytics that attribute sharing button activity to actions taken on a site
★ Partnership with third-party scoring companies to design and attribute
influencer programs
Brand Influencers WOMMA 2013
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32. General examples
★ Neighbors
★ Friends
★ Coworkers
★ Family members
Specific examples
Moms are citizen influencers on child care and children’s
products such as diapers.
Teenagers are citizen influencers
on hot, trending topics such as
new movie releases and music
singles or albums.
Neighbors are citizen
influencers on such subjects
as lawn care, automobiles
and light bulbs.
Brand Influencers WOMMA 2013
Page 32 of 42
33. Who
Professional and occupational influencers are the individuals who
derive part or all of their income from influencing people. Lifetime/
career professionals, policy makers and bloggers are examples.
What they do
It is the role of these individuals to gather the facts and opinions of
others and use their position and venue to communicate. The intent
of professional/occupational influencers is to make an
impact on their audience and influence them.
When
Professional/occupational influencers are influential
during the course of their work. They may also also
influence during a speaking engagement, professional
trade show or association meeting of peers and the
public.
Why relevant to the brand?
Professional/occupational influencers typically possess
both authority and reach. Brands traditionally rely on
their PR department to manage these influencers.
Brand Influencers WOMMA 2013
Professional
& Occupational
34. Goal
A professional/occupational influencer program aims to increase brand equity,
brand awareness, adoption rates, sales or memberships. Another aim may be to
affect the industry and environment where a business operates.
Potential to influence
★ A review of the individual's expertise and accomplishments
★ Quantity and quality of publications (blogs, articles, white papers,
books) authored by the individual
★ Number of references to the individual author and publications
★ Number and quality of previous speaking engagements
★ Existence of a personal website that focuses around the topic area
Observation of actual influence
★ Links and click-throughs from blogs, articles, books and
speaking engagement content
★ Change in the dialogue or content resulting from the
professional/occupational influencer
★ Commentary, links and click-through after a speaking
engagement and posted content
★ Sharing by others of the individual's content
Brand Influencers WOMMA 2013
Page 34 of 42
35. General examples
★ Journalists
★ Physicians
★ Policy makers
★ PR professionals
Specific examples
The president of the Orthopaedic Trauma
Association is a professional influencer of
orthopaedic trauma surgeons.
The President of the United States is
an occupational influencer of policy
and the political parties.
The editor of the local paper is
an occupational influencer of
the community.
Brand Influencers WOMMA 2013
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36. Who
An individual whose name recognition has earned a high level of
awareness and commands a great deal of public fascination (they
possess‘celebrity status’).
What they do
From a program perspective, celebrities are paid and contractually
bound to leverage their status to influence outcomes on behalf of
the brand. Frequently they are effective at building brand awareness,
perhaps stimulating discourse based on their involvement with a
selected brand or cause.
When
Commonly celebrities are contracted to work on behalf
of a brand. If a celebrity is acting as an influencer outside
of a paid contract, they would be considered an
advocate or an ambassador.
Why relevant to the brand?
Celebrities have a greater reach than most other
categories of influencers. Their actions are typically easy
to measure.
Brand Influencers WOMMA 2013
Celebrity
37. Goal
A celebrity influencer program is designed to spread a message widely, increase
awareness, and produce the brand's desired customer or fan response such as
increase purchase rates or gain more support for a cause.
Potential to influence
★ The degree of popularity of the individual as measured by name recognition
★ Size of the individual’s social network and community
★ The values, concepts and content to which the celebrity is aligned
★ Amount of imitation of the individual's behaviors or style evident
in public
★ Past negative and positive behavior as an indication of future
behavior
Observation of actual influence
★ Boost in online brand buzz stimulated by this individual's association (direct
links back to the celebrity's presence or action and brand mentions)
★ Unique URL clicks to a website
★ Referral codes or coupon redemption
★ Media and other press coverage
Brand Influencers WOMMA 2013
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38. General examples
★ Musicians
★ Actors and actresses
★ Authors
★ Athletes
Specific examples
Jennifer Hudson is a celebrity influencer for
Weight Watchers, influencing on the subject of
weight loss.
Roger Federer is a celebrity influencer for Moet &
Chandon Champagne, influencing on the subject
of luxury goods and lifestyle.
Mia Farrow is a celebrity influencer for UNICEF,
influencing to improve the lives of children worldwide.
Brand Influencers WOMMA 2013
Page 38 of 42
39. WOMMA updated its Social Media
Disclosure Guide in 2012 to take into
account regulatory investigations in the US
and UK, as well as to address the changing
landscape of WOM marketing in rapidly
emerging platforms such as Twitter,
Facebook, Instagram, Pinterest, Google+,
blogs and more. There was a common
misperception that disclosure was only
required for bloggers and only when
bloggers were being paid. Regardless of
the platforms used or the type of
relationship with an influencer, marketers
have a number of responsibilities when
engaging in influencer marketing.
Brand Influencers WOMMA 2013
Disclosure
40. Brands must institute a company-wide social media policy for their own
employees and ensure that their agencies, partners, networks and vendors have
policies that are in alignment with the brand’s policy or guidelines ensuring that
influencers are educated, monitored and supervised accordingly. Furthermore,
brands have a responsibility to ensure that their relationships to influencers are
adequately disclosed in five ways.
1. Brands must educate influencers, agencies, partners, networks and vendors
they work with on marketing campaigns about the circumstances in which
disclosure is required and what that disclosure could look like.
2. Brands must reasonably monitor their campaigns to ensure that influencers
are making the required disclosures and that claims by agents and third-
parties are substantiated and not false or misleading.
3. If the required disclosures do not appear or claims are not in compliance,
marketers must employ commercially reasonable efforts to address the
situation, which may range from having influencers insert the required
disclosures to requesting they pull the content in question. Brands should
also have a policy or guidelines in place to deal with non-compliant
influencers including‘compliance training’for first-time non-disclosers and
dismissal for repeat non-disclosers.
4. Brands must ensure that their agencies, partners, networks and vendors who
may be responsible for engaging influencers on their behalf have a policy
that is in alignment with the brand’s policy or guidelines with regard to
these responsibilities.
Brand Influencers WOMMA 2013
Page 40 of 42
41. 5. Brands must educate their employees regarding the nature of required
disclosures to ensure that when employees communicate about the
products or services of the company for which they work, they appropriately
disclose their relationship to that company and that they do not
misrepresent themselves as ordinary customers in providing endorsements
or reviews of the brands or products associated with that company.
For more information, please visit womma.org/ethics for our updated Ethics
Toolkit, complete Disclosure Guide and other resources. If you have questions
or concerns about disclosure in the WOM community, please feel free to contact
our Members Ethics Advisory Panel (MEAP) for help in addressing them.
Brand Influencers WOMMA 2013
Page 41 of 42
42. Thanks for reading.
For more information on word of mouth
marketing and influencers contactWOMMA
or visit the links below.
Spread the word! womma.org/influencers
Brand Influencers WOMMA 2013
womma.org
@womma
facebook.com/womma
linkedin.com/company/word-of-mouth-marketing-association
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