Influence in Action with GetResponse
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See how GetResponse used Insightpool and other influencer marketing resources to drive traffic to their Marketing Automation Hub and boost thought leadership.
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Influence in Action with GetResponse
- 2. 2 #AGEOFINFLUENCE Host Hillary Settle @hmbyers Director of Marketing Michal Leszczynski @mrleszczynski Content Marketing Manager Guest Speaker
- 3. 3 #AGEOFINFLUENCE GetResponse: Online Marketing Platform
- 4. 4 #AGEOFINFLUENCE What Does Influencer Marketing Mean to GetResponse? #AGEOFINFLUENCE
- 5. 5 #AGEOFINFLUENCE Prior Projects: • eBooks • Webinars • Research • Presentations • Blog contributions • Workshops Past Experiences with Influencer Marketing
- 6. 6 #AGEOFINFLUENCE The Project: Marketing Automation Hub #AGEOFINFLUENCE
- 8. 8 #AGEOFINFLUENCE Build relationships with influencers so that they contribute and promote the Marketing Automation Hub Phase 1: Build Relationships
- 9. 9 #AGEOFINFLUENCE Provide valuable content that’s created by real-world experts who have hands- on experience with automation of email marketing, social media, sales, etc. Phase 2: Create Content
- 10. 10 #AGEOFINFLUENCE Phase 3: Promote Use different channels to promote the Hub along with regular publications: • Email • Social Media • PPC • External Media
- 11. 11 #AGEOFINFLUENCE Phase 4: Measure and Optimize Measure the results and pave the path for future projects
- 12. 12 #AGEOFINFLUENCE Top Challenge: Finding the Influencers #AGEOFINFLUENCE
- 13. 13 #AGEOFINFLUENCE Can Automation have a human touch? Intelligent automation systems 2020 What can be automated? Is it worth automating? Why Automation initiatives fail Inspirational Automation ideas Where to start with Automation Start-up – should you automate your marketing? What not to automate How automation supports marketing and sales funnels Go back to the drawing board How to implement Automation What do you need to follow through? Automation Self Learning System Multichannel Automation Legal aspects of Automation Biggest challenge with Automation Can you automate social media or SE? Can you automate content marketing? Key Automation problems How to choose automation platform Automation scenarios (welcome, winback, transactional etc.) Automation vs. human approach Future of Automation 2025 Ethical aspects of Automation How much data do you need to Automate your marketing? Automation Big Brother Automation myths Is automation easy? Principles of Automation Identified Topics → Identified Relevant Influencers Step 1: Identify
- 14. 14 #AGEOFINFLUENCE Try a variety of channels to reach the right people: • Twitter • LinkedIn • Insightpool • Ninja Outreach • Personal connections • Top influencer lists Step 2: Reach Out
- 15. 15 #AGEOFINFLUENCE Meet Your Influencers Where They Are Best for Hyper- Targeted Live Campaigns Best for Visual User-Generated Content Best for 1:1 Engagements
- 16. 16 #AGEOFINFLUENCE Identify & Engage With Insightpool
- 17. 17 #AGEOFINFLUENCE Identify & Engage With Insightpool
- 18. 18 #AGEOFINFLUENCE Step 3: Connect Make formal connection • Connect with the influencers • Negotiate the terms • Run the project • Evaluate the process
- 19. 19 #AGEOFINFLUENCE Connect ≠ Sign a Contract
- 20. 20 #AGEOFINFLUENCE What Is An Influencer? #AGEOFINFLUENCE
- 21. 21 #AGEOFINFLUENCE We didn’t care so much about the number of followers or fans Influencers: Not Just Numbers RELEVANCY > REACH
- 22. 22 #AGEOFINFLUENCE We wanted to inspire and spark discussions, express their honest opinions and share their knowledge so we allowed our contributors to speak their mind Influencers: Not Just Numbers
- 23. 23 #AGEOFINFLUENCE It’s the contributors who will drive the Marketing Automation Hub After All...
- 24. 24 #AGEOFINFLUENCE screenshots of platform - discover stream search for “marketing” Relevance > Reach
- 25. 25 #AGEOFINFLUENCE So Who Did GetResponse Choose?
- 28. 28 #AGEOFINFLUENCE What Is A Micro-Influencer? Micro-Influencers are part of the Power Middle. They have a relatively large reach but are highly relevant to their audiences, who take their thoughts and opinions seriously. Examples: professional experts, bloggers, social media influencers, and more.
- 29. 29 #AGEOFINFLUENCE Influencer Types Move Influencers Through Funnel Gradually turn new influencers into Brand Advocates
- 30. 30 #AGEOFINFLUENCE What Is Earned Influence? Earned Influence is an unpaid form of influence (think digital word of mouth) that focuses on creating long-term relationships with influencers and their audiences through social media.
- 31. 31 #AGEOFINFLUENCE We’ve been working with: • Mainstream and Niche experts • Paid and Non-Paid influencers • Short-term and Long-term Different Types of Influencers
- 32. 32 #AGEOFINFLUENCE Influencer Marketing In Action #AGEOFINFLUENCE
- 33. 33 #AGEOFINFLUENCE July 2016 - Present
- 35. 35 #AGEOFINFLUENCE 1,336activated influencers 453 17.7mnetwork connections Q3 Results engaged influencers ~445 per month 34.4% engagement rate 13,249 per influencer
- 36. 36 #AGEOFINFLUENCE August Results: 7.48m impressions 11.4k profile visits
- 37. 37 #AGEOFINFLUENCE 449% Click Through Rate Marketing Automation Hub @Mention 10.13 @Mention Campaign Result: 1:1 connections with audience to share content and start organic conversations
- 38. 38 #AGEOFINFLUENCE @Mention Campaign 101 Discovered Influencers 26 Engaged Influencers 43.5k Influencer Reach
- 40. 40 #AGEOFINFLUENCE Takeaway #1 Success takes time – even when influencers reply very quickly
- 41. 41 #AGEOFINFLUENCE Takeaway #2 You have to try different channels to see a response
- 42. 42 #AGEOFINFLUENCE Make sure your contracts are bulletproof Takeaway #3
- 43. 43 #AGEOFINFLUENCE Takeaway #4 Money and Popularity ≠ Engagement
- 44. 44 #AGEOFINFLUENCE Takeaway #5 Make sure everyone’s doing their part
- 45. 45 #AGEOFINFLUENCE We’ve learned a lot about what works well and managed to build strong relationships with several key influencers The Upside