Influencer marketing has grown massively in popularity over the last few years. You might have read that 70% of marketers are actively planning influencer marketing campaigns. However, many are still unsure as to how to connect with influencers, how to drive engagement, how measure the impact, or, crucially, how to secure internal buy-in. This presentation will address those questions and provide a clear and logical framework for your influencer marketing programme. Learn how to: Translate your business objectives into influencer marketing objectives through case studies and engagement models. Engage influencers organically (without paying them). Effectively measure success.

1. How To Integrate Influencer
Marketing Into Your
Marketing Mix
www.onalytica.com
Tim Williams, CEO
tim.williams@onalytica.com
@williamstim

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Michael Birch
Investor & Bebo Founder
Paul Birch
Investor & Bebo Founder
Tim Williams - CEO
Influencer Discovery Influencer Relationship Management Measurement Reporting
Founded in 2009 with offices in London and New York
Enterprise SaaS to manage & scale influencer relationships across Marketing, Comms and Social
Professional Services: Dedicated Customer Success, Insights & Analytics & Consultancy
About Onalytica

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1. On your smart phones,
go to: www.kahoot.it
2. Enter the game pin on
the screen
3. Enter your name and
company name
Quiz Time

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How is the Market Changing?
“If you’re sticking with your content approach from three years ago, it’s now 50% less
effective. Our review of 100 million articles published in 2017 found that social sharing
has halved since 2015.” BuzzSumo

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Engage the top 1% influencers to influence 80% of the market
6.2% of key influencers are responsible for 80% of the
influence in social media - Forrester
40% 80% Market Reach10%
1st Degree Network 2nd Degree Network 3rd Degree Network
1%
Program Influencers

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Why Influencer Marketing?
$7.65
of earned
media value per
$1 spend 92%
of customers trust
recommendations
from other people
over branded
content (Nielsen))
85%
of customers seek
out trusted expert
content when
considering a
purchase (Nielsen &
inPowered)
84%
of B2B buyers start
the purchasing
process with a
referral (LinkedIn))
70%
of the B2B buyer’s
Is complete before
a buyer reaches
out to sales
(Pardot)

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Fantasy Influencers
Celebrities
e.g. Kim Kardashian
Big YouTubers
e.g. Pewdiepie
Celeb Activist
e.g. Stephen Fry
TV Personality
e.g. Jamie Oliver

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The Real Influencers
Healthcare
e.g. Charlotte Stirling-
Reed, Consultant
Nutritionist
Fintech
e.g. Spiros Margaris,
Margaris Advisory
Future of Energy
e.g. Andrew Cumono,
Governor of New York
Developer
e.g. Dave Rupert,
Paravelinc

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C-SUITE
CIOs / CTOs
IT Professionals
Startups
Developers
Influence your target audience through topical Influencer
Generated Content & Audience Specific Influencers
DIGITAL TRANSFORMATION
BIG COMPUTE
CYBER SECURITY
BIG DATA
IOT
Messaging / Content Pyramid by Audience
SUPPLY CHAIN MANAGEMENT
BIG DATA
Tim Crawford for example is a strong CIO influencer and
has lots of CIO connections
Individual influencers will resonate with 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
AI, OPENSOURCE

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The 6 stages to Influencer Relationship Management
• Identify your influencer
community
• Select engagement targets
• Understand what your
influencers really care
about
• Understand market flow
of influence
• Benchmark your
current performance
over last 12 months
• Track influencer posts, on
Blogs, Twitter & Instagram
• Track most successful
content
• Surface social outreach
opportunities
• Surface content sharing
opportunities• Engage with influencers on Twitter, Instagram
and their personal blogs
• Move influencers through pipeline stages
• Create and manage program activity
• Influencer engagement
• Brand awareness
• Brand share of voice
• Brand perception
• Community insights
• Scale and structure your
program
• Always-on influencer
program
• Build relationships with
more influencers
The 6 stages to Influencer Relationship Management

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Topical Relevance, Engagement & Authority over Reach

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What types of influencer roles should you target?

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What Influencer Types should you engage?
Everyday Influencers
Brand Advocates
Micro Influencers
Professional Influencers
Macro
Influencers
Celebrities
• High trust, low reach (1 to 1000 followers)
• Average internet consumers
• Don’t consider themselves influencers
• Small network of highly engaged followers
• High trust, low reach (1 to ∞ followers)
• This type of influencer is earned
• Highly satisfied customers with your product / brand
• Positive word-of-mouth, content and recommendations
• High trust & engagement, good reach (1K to 20K followers)
• Extremely relevant, high quality content creator
• Organic relationship and co-creation of content
• Pay for onerous time, travel and content partnerships
• High authority, high global reach (20K to 100K followers)
• Engages with select group of key influencers
• Organic approach only works if brands offers equal value
• Paid to attend and speak at conferences / write content
• Massive reach (100K to 300K followers)
• Established Audience built up over many years
• Famous, represented by a manager or a talent agency
• Sometimes untouchable through organic approaches
• Low engagement, massive reach (300K + followers)
• Expensive - paid approach only
• Endorsing products / charitable causes

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What influencer personas best match your program?
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

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There are 7 Main Tactics to Engage with Influencers

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1
2
3
INSIGHTS - What value will you help them deliver to their audience?
(Early Access to Content, Industry Research, Knowledge from Employees / Senior Execs,
Access to Products, Company Briefings, content for their talks, books etc.)
PROFILE - How will you increase their influence / personal brand?
(Owned media or 3rd party platform to create content, Paid promotion of influencer
content, Access to New Audiences, Backlinks to their website / blog)
CONTENT GENERATION - Create blog + social media content with influencers,
recognise influencers through blog posts on specific topics, create video / interview
content at events
It’s important to focus on finding ways to help the influencer. Help them build their brand. Help
them reach a new audience. Help them gain access to insights and content for their audience.
Michael Brenner, Content Marketing Strategist, CEO of Marketing Insider Group
“
What value will you deliver to the Influencer?
4
NETWORKING – invite them to events, create online chats for them to connect with
their networks, introduce them to senior execs, industry experts

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Equal Value Partnership forming between brands and 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 Programs
IGC
Employee
advocacy
Social
Events

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Activate Brand Assets with Influencer Channel to Improve Impact
Brand
Awareness
Demand Gen
Brand Credibility
Brand Handles
Employees
Events
Content
Products
Activate Brand Assets
Partner with
Influencer Channel
Achieve Desired
Outcomes
“With influencers you may lose control of your message.
But what you lose in control, you gain in trust.”
Tim Hughes, Social Selling Influencer & Co-founder
of Digital Leadership Associates

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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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Influencer Program Measurement Framework

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Authors
Tim Williams – CEO, Onalytica
Luke Brynley-Jones – CEO, OST Digital
Philip Brown – Influencer Marketing, Come Round
Owain Williams – Influencer Marketing Blogger
Key Contributors
Lee Odden – CEO, TopRank Marketing Jamin Spitzer – Director of Global PR insights, Microsoft
Dave Chaffey – CEO, Smart Insights Tim Hughes, #1 Social Selling Influencer & CEO, Digital Leaders
Spiros Margaris, #1 FinTech Influencer Jim Marous, Top 5 FinTech Influencer & Retail Banking Publisher
Konnie Alex-Brown – Influencer Relations, Dell EMC Joan O’Connor, UK PR Director, Coca-Cola
Bryan Kramer, CEO, PureMatters Tim McLoughlin, Head of Social Media, Hotels.com
Angela Lipscomb, Influencer Relations, SAS Jason Miller, Global Content Marketing, LinkedIn
Joe Martin – Social Media & Insights, Adobe
Download our whitepaper https://goo.gl/uerHMh
Step-by-step Guide to Organic Influencer
Relationship Management
Taking you from Aspiring to run a successful
program to Executing a successful program
Endorsed by global leading industry experts,
brands and influencers
Provides a framework for influencer strategy
including objectives setting, discovery,
engagement and measurement
Definitive Practical Guide to Influencer Relationship Management

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B2B Influencer Generated Content Example
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7
Brand introduction
Introduce topical
influencers to brand
Influencer recognition
Recognize influencers
through a blog post
Invitation to contribute
Invite them to contribute to
a content asset so that
influencers are creating
70-80% of the content
Content generation
Design a modular approach
of high value content such
as eBooks, blog posts, Tweets,
motion videos or infographics
Event invite
Invite influencers to a
round-table event and create
content at the event such as
interviews, panel discussions
More content generation
Roll out more high value content
generated from the event
Nurture relationships
Continue to develop relationships
as part of an always-on program

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Humanise Your Brand & Align Your Content Creation
OWNED MEDIA
Traditional Brand Content Creation
SHARED MEDIA
Influencer Generated Content Creation
CONTENT
WEBSITE
Paid Search
CO-CREATE CONTENT
PR
Email Marketing
Paid Social
ENGAGE INFLUENCERS
BUILD RELATIONSHIPS
INSIGHTS-LED CONTENT
Owned Media
PROMOTE CONTENT
TARGET AUDIENCE

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Expected Pilot Results after 3 months
Expected Program Outcomes
1. 100%+ increase in social
engagement from influencer
community to your employees /
brand handle
2. Increase in brand awareness by
20% from your target influencers
3. Instant improvement to quality
and credibility of events with
influencers present and
contributing to event content
4. Up to 5 x increase in your
content shares and leads

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Expected Pilot Results after 6 months
Expected Program Outcomes
1. 500%+ increase in social
engagement from
influencer community to
your employees / brand
handle
2. Increase in brand
awareness by 20% from your
influencer community
3. 10 Influencers attending
events and aligned brand /
influencer content calendar
4. 2 x Influencer Generated
Content blog posts
10 Influencer
Advocates
1 Relationship
Manager
50 Influencer
Relationships

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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
15 Influencer
Advocates
1 Relationship
Manager
50 Influencer
Relationships
+ 2 Relationship
Managers

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Influencer Management team to act as
a central hub and consolidator of
influencer activities
1. Connect activities to demand gen
2. Enable Regional / Country leads to run
always-on influencer programs
3. Manage and develop influencer
relationships
4. Drive Spokesperson Engagement
5. Connect Employee Advocacy program
to influencers
6. Involve influencers in content generation
7. Invite influencers to events
8. Influencer-led brand & market insights
9. Facilitate alignment between internal
teams
Roles & Responsibilities
1. Influencer Relationship Managers
2. Country Community Manager Leads
3. Employee Advocates
Individual Country or Business Unit (BU)
Central Influencer Management Team
PR / AR
Employee
advocacy
Social Media
Marketing
Demand
Gen
Brand /
Insights
Campaigns &
Content
Generation
Influencer Relations to drive all marketing & comms activity

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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

35. tim.williams@onalytica.com
www.onalytica.com @williamstim