Influencer Marketing is most often talked about in the context of paying influencers to promote a brand or product, usually on Instagram. But influencers come in a variety of shapes and sizes and brands can work with influencers in wide variety of ways beyond paid promotion. In his talk, Alistair will be foucsing on how to build an organic influencer programme from objective-setting, through to influencer identification, outreach and evaluation and how to employ elements of content marketing and employee advocacy in your strategy ***** As presented at the Influencer Marketing Show: https://performancein.live/influencer-marketing-show/

1. Building an Organic Influencer
Marketing Program
www.onalytica.com
Alistair Wheate, Head of Product
alistair.wheate@onalytica.com
@alwheate

2. 2
‘Influencers’Are More Varied Than You Think!

3. 3
6 Key Influencer Personas
Content Creators – create their own original content
Social Amplifiers – share content from influencer community
Industry Experts – professionals who have worked in industry who can influence
key decision makers on a peer level
Conference Speakers – expert speakers and influential offline
Key Connectors – influencers well connected to your influencer
community
Media Influencers – influencers driving the media agenda

4. 4
INFLUENCE
VOLUME & ENGAGEABILITY
JOURNALISTS
IRM CRM
INFLUENCERS CUSTOMERS
MANAGED BY DIGITAL MARKETINGMANAGED BY PR MANAGED BY PRMANAGED BY BRAND
THOUGHT LEADERS
HIGH-PROFILE BLOGGERS
YOUTUBERS / INSTAGRAMMERS
CELEBRITIES
TIER 2 BLOGGERS
TOPICAL COMMUNITIES
INFLUENTIAL CONSUMERS
BRAND / COMPETITOR ADVOCATES
2017 Onalytica. All rights reserved.
Influencer Relationship Management at Scale

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Engage the top 1% influencers to influence 80% of the market
40% 80% Market Reach10%
Immediate audience &
wider influencer
community
Managing Directors C-Suite
1%
Influencer
Engagement Targets
SOCIAL SHARING DARK SOCIAL
Social Media
Influencers
6.2% of key influencers are responsible for 80% of the
influence in social media - Forrester

6. 6
The 6 stages to Influencer Relationship Management
Influencer Relations – Example Business Cases
6
Influencer Relations
(extension to PR / AR)
Product Launch Brand / Trade Events Content Marketing
Manage reputation with
mainstream journalists,
analysts & high-profile
bloggers
Press Releases,
Advertising Placements,
Email Marketing
Press Event with
Journalists & Reporters,
invite customers &
channel partners
Branded Content on
Owned Media
Channels, Traditional
PPC, Paid Social, PR
Promotion
Demand Generation
Customer Case Studies,
Webinars, Product
Marketing Content
Creation, Email
Newsletters
TRADITIONAL
(Business As Usual
Activity)
INFLUENCER
RELATIONS
BUSINESS CASE
KEY BENEFIT
Engage with
non-traditional
influencers who are
not managed by
PR / AR teams
Warm up / build
relationships with
topic / market
influencers 4 weeks
ahead of product
launch
Invite influencers to event
and involve them by
offering them speaker /
panel slots. Create
content with influencer
attendees
Build relationships with
influencers and create
content with influencers
to promote the brand
and the influencer
Create more compelling
content with influencers
on industry innovation &
key challenges
Change Brand
Perception, Improve
Brand Awareness &
Sentiment
Increase number of leads
to gated
content
Increase content shares,
credibility of content
Amplify product
awareness & messaging
Improve brand credibility,
social amplification

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The 6 stages to Influencer Relationship Management
Integrating Influencer Marketing into a Wider Strategy
7
Influencer analysis and influencer relationship
What is the ROI? *
• Up to 9x Brand Awareness (average 3-5 times)
• Increase in Earned Media Value and Reach
• Improved sentiment and perception
Increase in purchase consideration and SALES
Marketing
Director
Marketing
Operations
Brand PR Social Media Market Insight Product Marketing
Brand Positioning
Understand what is
important to different
audiences through
their relevant segment
influencers and how to
market to them more
effectively.
Brand Awareness
Engage with the top
market influencers and
measure effect through
their networks
Brand Awareness
Always-on social
media engagement
with a broad set of
blogs and bloggers
who have
measurable influence
in relevant topics
Continuous Market
Feedback
Improve understanding
of whether brand and
market share objectives
are being achieved
Strengthen product
messaging
Understand in real-time
what is resonating with
the market and what is
not
Online Demand
Generation
Drive more people into
the purchasing funnel
Deliver more engaging
content on topics that
are driving most
attention

8. 8
EA SS
IM
CONTENT
Employee
Advocacy
Influencer
Marketing
Social
Selling
The Connected Organisation

9. 9 Target audience
Influencer Insights
Listening to the influencer
community to understand what
content to create
Content Creation
Employee
Advocacy
Employees share content on
their social profiles
Influencer-Generated
Content
Organic content shares
through participating
influencers & their
networks
Social Selling
Sales team engage with and
share content with relevant
prospects on social
Content shares through
assigned influencers
Brand-Generated
content
Employee-Generated
content
ABM
Engaging Key Accounts
Employee Advocacy 2.0: Employee-led Buyer Journey

10. 10Source: 9 Stages of Employee Social Media Maturity – Tribal Impact
Internal Employee Personas

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EMPLOYEE
ACTIVATIO
N
SOCIAL
SELLING
INFLUENCER
MARKETING
Listen to influencer
community to create &
post content that
resonates with your
target audience
(Engaging with
influencers)
(Establishing a
social media
presence)
Co-create content with
External Influencers to
create more
compelling content
and drive organic
shares
c
cContent
Creators
Social
Amplifiers
Industry
Experts
Event
Speakers
Online
Connectors
Media
Influencers
Large, unleveraged
networks
Reading, sharing &
engaging
Creating own
content
“EMPLOYEE ACTIVATION TO
EMPLOYEE BRAND
ADVOCACY”
Connect Employees With Influencers to Increase Advovacy

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C-SUITE
CIOs / CTOs
IT Managers
SME Tech Leaders
Developers
Topical & Audience Specific Influencers
DIGITAL TRANSFORMATION
CYBER SECURITY
DATA STORAGE
IOT
Topical Content that different
audiences consume
SUPPLY CHAIN MANAGEMENT
BIG DATA
Tim Crawford for example is a strong CIO influencer and
has lots of CIO connections
Individual influencers who have
the ear of different audiences
Michelle Boucher connected to both brand and
individuals. Brand accounts that engage with her
are often new media such as Podcast accounts.
Very technical background – mechanical
engineering.
Rob Hirschfield CEO now but
former developer with most his
conversations quite technical and
focused on the implementation of
platforms. Engaged with high reach
developers such as Ben Kepes
DEVOPS
OPENSOURCE

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7 Main Tactics to Engage with Influencers

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Influencer Community Social Outreach
1. Tailored feed of personal Blog Posts / Tweets /
Instagram posts on relevant posts
2. Tailored feed of content sharing opportunities
2. Engage when influencers post on specific topics or
key themes relevant to your brand or content –
contextual influencing!
Offline & Online Events
1. Find relevant influencers
2. Invite influencers to your events
3. Build relationships and connect internal
SMEs with influencers
4. Create content at event
Employee Advocacy
1. Recruit Subject Matter Experts (SMEs)
to program
2. Connect internal SMEs with assigned
target influencers
3. Tailored feed of day-to-day influencing
opportunities for each SME
Influencer Generated Content
1.Build relationships with influencers
2.Create content with influencers
3.Influencers promote your content
4.Paid promotion of content
Always-on Influencer Relationship Management
IGC
Employee
advocacy
Social
Events

15. 15
Engagement Approaches that work Organically
Type Micro Influencers Professional
influencers
Macro Influencers
Description 1k – 20k reach. High trust.
Paid for expenses.
20k-100k. High authority.
Often paid to speak.
Up to 300k. Employ
agents. Paid as media.
Strategies to
engage
• Engage via social
outreach
• Invite them to events
• Co-create content
• Seed product
• SMEs can connect with
them as peers
• Co-create create
content to showcase
their expertise.
• Speaking opportunities
• Recognise influence
– e.g. ask for quotes
• Amplify their existing
content
• Ask for a chat to
explore opportunities
Top tip Micro-influencers love to
network! Facilitate it.
Often keen to speak at
major industry events. Can
you introduce them?
Can you help distribute
their latest book?

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7 Principles of Successful Influencer Engagement
1. Listen - To build the right approach you need to understand the influencers – interests, topics, routes, connections, motivations,
behaviours and affinity – before contacting them. Make sure your first contact is highly relevant.
2. Make the right contact - Ensure contact is made by someone of equal seniority to the influencer. Contact them on their most
prevalent social media channel or email / website.
3. Provide clarity and value - Communicate value to the influencer and state your intentions/expectations and timeline clearly.
Offer exclusive access & networking to right people, events and insights – connect them with internal Senior Execs, Subject
Matter Experts, Social Advocates and share latest news and announcements.
4. Establish a rapport - Show interest, pay attention to what they say and do, and help them amplify their message by sharing
their recent relevant content on Twitter, Instagram, Blog through your Brand handle and individual handles.
5. Deliver 1st class experience - Create a great experience and give influencers exposure. Make unique experiences that are
relevant to them.
6. Activate - Them through initiatives. Events, Tweetchats, Briefings, Blog Posts etc.
7. Always-on engagement - Take the long term view – engaging takes time to build sustainable and valuable relationships.
Ask for LITTLE in return! Don’t sell to them!
Engage: The 7 Principles

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Program Consolidation 6-12 months
Expected Program Outcomes
1. Maintain 500%+ increase in
social engagement from
influencer community to your
employees / brand handle
2. Maintain increase in brand
awareness by 20% from your
influencer community
3. 15 Influencer Advocates
speaking on panels, engaging w/
employees & interacting with
your content
4. 4 x Influencer Generated Content
10 Influencer
Advocates
1 Relationship
Manager
50 Influencer
Relationships
+ 2
Relationship
Managers

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Influencer Relations Maturity Model – Connected to Advocacy
AdvocacyAmplificationConnectedUnengaged
Where most brands
are now in 2018
Where most brands
will be in 2025
I know some but not all of our market
influencers
I don’t have the time or resource to
engage with influencers
I don’t know how to measure influencer
engagement
I do not have an official influencer
relations program
I create content on my owned media
channels and run paid search &
traditional PPC campaigns
I know my market influencers and
engage with them periodically
I am not sure how to best engage my
influencers
I have a few subject matter experts or
spokespeople who are engaging with
market influencers on social
I have a few social media vanity metrics
for measurement but these aren’t really
demonstrating success
I need more internal resource to boost
influencer engagement
I have an always-on influencer
relations program
I have employees throughout the
company engaging with or key
influencers on their specialist subjects
Influencers are starting to share our
content and engage with us
I need more effective measurement to
increase program investment
I struggle to structure and scale my
influencer relations activity
Influencers are a key part of my marketing
& comms strategy
We have a regular calendar of influencer
activity and events
Our program employee advocates are
engaging with their target influencers and
driving greater awareness and engagement
from the community
Influencer Generated content is at the
heart of our content strategy
We could turn to our influencers for help
defending our brand in times of crisis
RELATIONSHIP
LED
BRAND
FOCUSED

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Influencer Categorisation Grid
Role Persona Micro Professional Macro Global Local
Journalists Journalist
Analysts Analysts
Business Leaders
C-Suite
Business Managers
Key Decision Makers
Thought
Leaders
Academics / Researchers
Speakers / Panelists
Industry Experts
Key Connectors
New
Media
Podcast
Newsletters
Human ‘Bots’ Social Amplifiers
Multi-category Multi-persona

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Influencer Solutions & Use Cases
INFLUENCER LISTENING & INSIGHTS
REPORTING
INFLUENCER RELATIONSHIP
MANAGEMENT
IMPROVE EMPLOYEE
CONTENT
Shape Senior Exec or
Subject Matter Expert (SME)
social media content
IMPROVE BRAND
MESSAGING
Align Brand content calendar
with influencer
hot topics
ALERT EMPLOYEES TO
MARKET
DEVELOPMENTS
Stream relevant influencer posts
to Employees through daily
email alerts
BRAND INSIGHTS
REPORTING
Analysis of current & trending
brand awareness, share of
voice & perception
IMPROVE EMPLOYEE
ADVOCACY
Connect employees with
external market influencers to
drive brand advocacy
TOP OF THE FUNNEL
BRAND AWARENESS
Increase influencer brand
mentions on blogs and social
media channels
IMPROVE BRAND
CREDIBILITY /
PERCEPTION
Increase your brand association
with hot industry topics (innovation
/ issues)
IMPROVE DEMAND GEN
Create Influencer Generated
Content on key topics to amplify
reach, trust & conversion
INFLUENCER DISCOVERY & VALIDATION
SHARE YOUR CONTENT
WITH RELEVANT
INFLUENCERS
Find influencers who talk on social
media in a similar way to your content
and share
DISCOVER YOUR WIDER
INFLUENCER
COMMUNITY
Identify the whole influencer
community who are influencing
your target audience
FIND YOUR
RELEVANT
INFLUENCERS
Understand who the topical
influencers are who are good
engagement targets
INFLUENCER
SEGMENTATION
Divide your influencers into
different personas, target
audiences and types
AMPLIFY OWNED
MEDIA CONTENT
Increase content shares from
target influencers, influencer
community & target market
RISK MANAGEMENT
REPORTING
Analysis of topical issue, key
influencers and brand
association vs. competitors
AUDIENCE GROWTH &
ENGAGEMENT
Build following from target
audiences and increasing
social engagement
INCREASE PRODUCT
LAUNCH IMPACT
Build relationships with
influencers, amplify product
awareness online
INCREASE EVENT
IMPACT
Build relationships with
influencers, amplify event
content & messaging online
IMPROVE THOUGHT
LEADERSHIP
Build following from target
audiences and increasing social
engagement
INCREASE BRAND
ADVOCATES
Engage and partner with
influencers to communicate
brand messaging

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Email me for this deck + more resources:
alistair.wheate@onalytica.com
NEW!
Influencers Survey 2018
Employee Advocacy Guide
Get In Touch!