Traditional influencer marketing involves sporadic campaigns, while an always-on program leverages every interaction to build long-term relationships. Orange launched a connected home product and wanted influencer recommendations. It identified 4 influencer groups, developed tailored strategies, and activated influencers through various activities like events and product testing. This generated social mentions, high share of voice, and increased website traffic and search results, showing the success of Orange's always-on influencer relations program. Paragraph 1: An effective influencer relations program should be always-on rather than operating through one-

1. Develop an “always-on” influencer
program that strengthens your
influencer relations.
Learning objective for Module 4, Lesson 3

2. Traditional influencer marketing campaigns
• In a traditional influencer
marketing campaign, outreach
activities are typically
designed as disparate spurts
and bursts of energy.
• A campaign is created,
influencers are engaged, and
then everything goes quiet
until the next time the brand
embarks on a new campaign.
Source: Traackr, “The Marketer’s Guide to Mastering Influencer Engagement,” Dec. 1, 2015

3. “Always-on” influencer relations programs
• But, if influencer relations is
an “always-on” program, every
touch point can be leveraged
regularly to build relationships
with your influencers.
• Over time, influencers get
more and more engaged and
go from being merely aware of
your brand to ultimately
becoming advocates.
Source: Traackr, “The Marketer’s Guide to Mastering Influencer Engagement,” Dec. 1, 2015

4. What business challenge did Orange face?
• At the end of 2014, Orange, a
global player in French
telecommunications, launched
Homelive, a solution that
enables users to manage
connected objects in the
home by using a smartphone.
• With this launch, the brand
entered a completely new
market: the connected home.
Source: Traackr, “How Orange France Executes and Measures its Influencer Strategy,” Jan. 8, 2016

5. Leverage influencers to launch a new product
• Orange wanted to develop an
communication strategy that
was influencer-driven to
obtain recommendations from
experts.
• Leveraging influencers to
generate a measurable impact
in an entirely new category is
a key to successfully launch a
new product in any industry.
Source: Traackr, “How Orange France Executes and Measures its Influencer Strategy,” Jan. 8, 2016

6. Segmented audience into 4 communities
• Orange identified 4 influencer
communities to:
• Generate awareness.
• Create product desirability.
• Obtain recommendations from
experts and gain credibility.
• For each community, specific
strategies with different
activities and KPIs were
designed and implemented.
Source: Traackr, “How Orange France Executes and Measures its Influencer Strategy,” Jan. 8, 2016

7. Influencer relations plus influencer marketing
• Orange was able to leverage
its “always on” relationships
with 2 groups of influencers:
• Marketing & Communication.
• High Tech.
• For this campaign, the brand
also targeted and engaged 2
new groups of influencers:
• Lifestyle & Design.
• Connected Home.
Source: Traackr, “How Orange France Executes and Measures its Influencer Strategy,” Jan. 8, 2016

8. Marketing & Communication influencers
• Orange activated Marketing &
Communication influencers
with #BougezRoger, a social
campaign built on its TV ad,
“Roger, can you please come?”
• Influencers received a
personalized #BougezRoger
toolkit inviting them to get
involved in an interactive and
fun digital experience.
Source: Traackr, “How Orange France Executes and Measures its Influencer Strategy,” Jan. 8, 2016

9. Lifestyle & Design influencers
• Orange activated Lifestyle &
Design influencers by inviting
them to a PR event in the
renowned designer B&B Italia
showroom in Paris.
• The objective was to get
Homelive recognized as an
interior design and decoration
object through product
displays in the showroom.
Source: Traackr, “How Orange France Executes and Measures its Influencer Strategy,” Jan. 8, 2016

10. High Tech and Connected Home influencers
• The brand’s #JeTesteOrange
campaign invited High Tech
influencers and Connected
Home influencers to:
• Receive Homelive on loan and
test the product.
• Write reviews.
• Become active moderators of
Homelive’s user forum.
• Join a roundtable to work on
the evolution of the product.
Source: Traackr, “How Orange France Executes and Measures its Influencer Strategy,” Jan. 8, 2016

11. Performance of influencer relations program
• Orange’s program generated:
• 14k mentions on social
networks.
• A 60% share of voice on
conversations around the
connected home.
• A boost in the product website’s
search engine page results on
Google.
• A significant increase in website
traffic.
Source: Traackr, “How Orange France Executes and Measures its Influencer Strategy,” Jan. 8, 2016

12. Peer-graded assessment: Apply what you have
learned to write a 5-paragraph essay on how
to develop an “always-on” influencer program
that strengthens your influencer relations.