This document discusses influence marketing and how to effectively implement it. It outlines three levels of influence - influencers, communities, and environmental factors. Segmentation of target consumers is important to avoid overly generic messaging. The role of influencers is to create behavioral change among current and future customers. Measuring influence is dependent on specific behavioral objectives and the extent of desired behavioral change achieved. Using influence marketing well can generate increased brand advocacy, revenue, and sales compared to traditional advertising.

1. INFLUENCE MARKETING

3. Influence marketing is
the systematic development of a
strategy to create behaviour
change among current or future
customers
INFLUENCE MARKETING
“
”

4. INFLUENCERS OR PERSONAL INFLUENCE
COMMUNITY INFLUENCE
ENVIRONMENTAL
INFLUENCE
THE THREE LEVELS OF INFLUENCE

5. INFLUENCE
MARKETING
DONE WELL

9. USING
INFLUENCE
MARKETING

10. Objectives need to be
rigorously evaluated and refined
to ensure that at the heart of them, they look to produce a
behaviour change.
OBJECTIVES
“
”

11. SEGMENTATION
Currently brands and agencies define their target consumer globally by
1. Demographics
2. Psychographics
By following this approach we as marketers end up targeting over a million consumers
resulting in messaging which becomes very generic.
And within a market where consumers are bombarded with over 362 marketing ads per
day with only 12 receiving any form of engagement with the consumer and less than 1
per day converting to sales, generic messaging means failure.

12. SEGMENTATION
Target consumer
Communities
Influence
communities
Influencers

13. OUR TARGET CONSUMER

14. OUR COMMUNITIES
CREATIVE COMMUNITY

15. OUR COMMUNITIES
THE MUSIC COMMUNITY

16. OUR COMMUNITIES
BEAUTY COMMUNITY

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SOUTH AFRICAN INFLUENCER TRENDS, COMMUNITIES | MOVEMENTS
CREATIVES INTELLECTUALS CREATORS
& WORKERS
TRUE TO
HEARTS
PRODUCTION
& CREW
OUR INFLUENCE COMMUNITIES

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➢ NOT ONLY ARE THESE KIDS ARE NOT ONLY IN OBSCURE
ELECTRONICA BANDS, THEY ALSO HAVE SIDE PROJECTS.
➢ THEY’RE SCRUFFY AF BUT CLEAN UP WELL ENOUGH TO
OCCASIONALLY MODE.
➢ MAKE THEIR LIVING BY BEING SOMEHOW SPONSORED
BY RED BULL OR MODELLING.
➢ CLOTHING IS THRIFT, SHOOT FREEBIES, Local
BRAND SAMPLES, AND THE OCCASIONAL H&M
SPLASH OUT WHEN AN INTERNATIONAL
SHOOT COMES THROUGH.
CREATIVES TRUE TO HEARTS
CAPE TONIAN HIPSTER

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➢ 80% STUDENT, 20% CREATIVE PERSON IN FASHION, FILM,
PHOTOGRAPHY, MARKETING, ADVERTISING, MEDIA INDUSTRY.
➢ HIGHLY INFLUENCED BY SOCIAL MEDIA. HAVE STRONG
ONLINE PRESENCE OR ARE INFLUENCED BY IT.
➢ HIGHLY OPINIONATED.
➢ NOT MUCH MONEY IN POCKET BUT INFLUENTIAL
DUE TO LARGE NETWORK THAT THEY HAVE.
➢ PREFER FREELANCE TYPE ROLES WHERE THEY WILL
COME AND GO BUT STILL BE ABLE TO
MAINTAIN “COOL” IMAGE.
JOBURG BRAAM FASHIONISTAS
CREATIVES TRUE TO HEARTS

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➢ THOSE GIRLS WHO HAVE ADAPTED THE “KIM
KARDASHIAN” LIFE.
➢ THEY ARE STUDENTS AND 1ST JOBBERS WHO DATE
WELL OFF MEN & CAN BE SEEN ON INSTAGRAM IN
OUTFITS SHOWING OFF THEIR “ASSETS”.
➢ THEY CLAIM TO HAVE BUSINESSES WHICH INCLUDES
SELLING WAIST TRAINERS, WEAVES, CLOTHES OR
HERBALIFE AND FOREVER LIVING PRODUCTS.
➢ THESE GIRLS ALSO WORK AS “HOSTESSES”.
INSTAGRAM BABES
CREATIVES CREATORS &
WORKERS

21. OUR INFLUENCERS

22. RESEARCH AND STRATEGY
Consumer Target
A specific group with this current behaviour
…if I can make them THINK/FEEL about
my brand...
…because they currently THINK/FEEL
about my brand…
…..then they will DO…My consumers currently DO…
Behaviour Blockers Behaviour Enablers
Insight to Incite
Business objectiveCurrent reality Desired reality

23. COMMUNICATION
Influencers
Influence
Communities
Communities
Target
Consumer

24. IDENTIFYING
AND USING
INFLUENCER

25. THE ROLE OF INFLUENCERS

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WHAT YOU VALUE
HOW YOU WANT TO MAKE CHOICES
THE AMOUNT OF PEOPLE YOU WANT TO BE CONNECTED TO
THE VOLUME OF WHO YOU ARE
YOUR GENERAL SPEED OF ADOPTION AND CHANGE
EXPERIMENTOR
You are a risk taker and thrive on experimenting on new
innovations and adaptions. You have very little fear of
rejection and rather thrive on being known for the new.
CONSERVATIVE
You are a risk taker and thrive on experimenting on new
innovations and adaptions. You have very little fear of
rejection and rather thrive on being known for the new.
OUTWARD FOCUSED VALUES OF SUPERFICIAL
The visual aesthetic, fashion, styling and what people can see
is most important to you as this is your indicator of personal
esteem. Your desires, needs and wants change often, usually
with trends and fads and instant gratification is a constant
driver within your life.
INWARD FOCUSED VALUES OF SUBSTANCE
Your are less concerned with outward appearances and more
interested in a persons mind or what tangible value they offer.
The things that interest you are most often purposeful and
enduring. You are willing to sacrifice much time to develop and
acquire something of value.
INDEPENDENT
You are rarely affected by the popular decision, often
shunning these. You follow your own gut and independent
style. You enjoy challenging the status quo and bucking
trends. Because of your independent spirit, you often stick
out.
MAINSTREAM
You may not perceive yourself to be a follower, yet you feel
most comfortable making decisions that are accepted by your
peers. You are generally on trend and whilst you never get it
wrong, you often never stand out for getting it right.
HIGH
You prefer being hyper-connected, well known, networked
and even famous. If you had to choose, you would rather
have 50,000 followers than 5 close friends. For you, there is
value in a broad network.
LOW
You prefer the close and intimate relationships that provide deep
value and meaning.
You would rather invest your time in 5 close friends, building
strong lasting bonds that have any amount of social media
friends or followers that you believe offer you little true value.
LOUD, LOUD, LOUD
Whoever, whatever or wherever you are, it is important that
you make an impression. The spotlight is your friend and the
headline is what you are after. Being known is being
appreciated and you believe that you must let your light shine
for all to see.
SOFT
???
?
?
?
AESTHETIC FILTER
SUB MATTER EXPERT
SOFT AND SBUTLE
You prefer being understated and in the background. You
shy away from the spotlight and prefer not to be noticed. This
does not mean you are not important or have influence, it
means your way of exerting this, is done in a quieter manner.

28. MEASURING
INFLUENCE

29. MEASURING INFLUENCE
The measuring of influence
is dependent on your specific behavioural objectives
and the extent to which
you have affected the desired behavioural change
“ ”

30. SO WHY
DOES THAT
MATTER?

31. +12% 2X more revenue
12% increase in brand
Advocacy on average generates
A 2X increase in revenue
- Harvard Business School Press
Marketing-induced consumer-to-consumer word of mouth
generates more than 2X the sales of paid advertising
[McKinsey]
WHY DOES THIS MATTER TO YOU?

32. THANK
YOUContact
Ryan McFadyen
E-mail: ryan@haveyouheard.co.za
Cell: 083 798 8070
Landline: 021 461 3270