GetResponse's influencer marketing project aims to build relationships with influencers to promote their marketing automation hub through valuable content and various promotional channels. Key challenges include identifying suitable influencers, and success hinges on engagement over mere follower counts. The initiative has achieved significant engagement metrics, highlighting the importance of ongoing relationship management and effective outreach strategies.

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Host
Hillary Settle
@hmbyers
Director of Marketing
Michal Leszczynski
@mrleszczynski
Content Marketing Manager
Guest Speaker

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#AGEOFINFLUENCE GetResponse: Online Marketing Platform

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What Does Influencer Marketing
Mean to GetResponse?
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Prior Projects:
• eBooks
• Webinars
• Research
• Presentations
• Blog contributions
• Workshops
Past Experiences with Influencer Marketing

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The Project: Marketing Automation Hub
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Marketing
Automation
Hub

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Build relationships with influencers so that they contribute
and promote the Marketing Automation Hub
Phase 1: Build Relationships

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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

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Phase 3: Promote
Use different channels to
promote the Hub along with
regular publications:
• Email
• Social Media
• PPC
• External Media

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Phase 4: Measure and Optimize
Measure the results and pave the path for future projects

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Top Challenge: Finding the Influencers
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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

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Try a variety of channels to
reach the right people:
• Twitter
• LinkedIn
• Insightpool
• Ninja Outreach
• Personal connections
• Top influencer lists
Step 2: Reach Out

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Meet Your Influencers Where They Are
Best for Hyper-
Targeted Live
Campaigns
Best for Visual
User-Generated
Content
Best for
1:1 Engagements

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Identify & Engage With Insightpool

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Identify & Engage With Insightpool

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Step 3: Connect
Make formal connection
• Connect with the influencers
• Negotiate the terms
• Run the project
• Evaluate the process

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Connect ≠ Sign a Contract

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What Is An Influencer?
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We didn’t care so much about the number of followers or fans
Influencers: Not Just Numbers
RELEVANCY > REACH

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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

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It’s the contributors who will drive the
Marketing Automation Hub
After All...

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screenshots of platform - discover stream
search for “marketing”
Relevance > Reach

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So Who Did GetResponse Choose?

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Influencer Types

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#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.

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Influencer Types
Move Influencers
Through Funnel
Gradually turn new influencers
into Brand Advocates

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#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.

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We’ve been working with:
• Mainstream and Niche experts
• Paid and Non-Paid influencers
• Short-term and Long-term
Different Types of Influencers

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Influencer Marketing In Action
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#AGEOFINFLUENCE July 2016 - Present

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Results:

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1,336activated influencers
453 17.7mnetwork connections
Q3 Results
engaged influencers
~445 per month 34.4% engagement rate 13,249 per influencer

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August Results:
7.48m impressions
11.4k profile visits

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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

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@Mention Campaign
101
Discovered Influencers
26
Engaged Influencers
43.5k
Influencer Reach

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Key Takeaways
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#AGEOFINFLUENCE Takeaway #1
Success takes time – even when influencers reply very quickly

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#AGEOFINFLUENCE Takeaway #2
You have to try different channels to see a response

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Make sure your contracts are bulletproof
Takeaway #3

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#AGEOFINFLUENCE Takeaway #4
Money and Popularity ≠ Engagement

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#AGEOFINFLUENCE Takeaway #5
Make sure everyone’s doing their part

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We’ve learned a lot about what works well and managed
to build strong relationships with several key influencers
The Upside

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Plans for the Future

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Q&A
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Thanks for joining!
www.getresponse.com
@mrleszczynski
www.insightpool.com
@hmbyers