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Influencer Marketing Survey - Use Cases, Opportunities, Challenges, Tools
This document summarizes the findings of a survey of 100 marketing directors and social media professionals on influencer marketing. It discusses common use cases for influencer marketing like brand awareness, thought leadership, and customer retention. It also outlines opportunities like increased word-of-mouth and sales from influencer marketing. Challenges include limited data access on platforms and identifying influencers. The document provides advice on influencer identification, engagement, and measurement and discusses effective social media channels and tools for influencer marketing.
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Influencer Marketing Survey - Use Cases, Opportunities, Challenges, Tools
- 1. infographic by INFLUENCER MARKETING SURVEYUSE CASES- OPPORTUNITIES - CHALLENGES - TOOLS
- 2. “ INFLUENCER MARKETING SURVEY ThisOctober 2015 survey highlights findings from Onalytica’s focus groups and consultations with 100 Marketing Directors, Heads of Social Media, Communication & PR Professionals. Discussions were centred around the topic of Influencer Marketing, its use cases, opportunities, challenges and tools used.
- 3. EMPLOYEE ADVOCACY LEAD GEN BRANDAWARENESS BRAND ADVOCACY CUSTOMER RETENTION LEAD NURTURING USE CASES (TOP OF FUNNEL) THOUGHT LEADERSHIP SOCIAL SELLINGWEBSITE TRAFFIC COMMUNITY ENGAGEMENT
- 4. OPPORTUNITIES source:McKinsey Generates 3x more “word-of-mouth” messages WORDOF MOUTH Can increase brand market share by as much as 10% MARKET SHARE Generates 2x the sales of paid advertising SALES £ Results in recommendations up to 50x more likely to trigger a purchase RECOMMENDATIONS
- 5. CHALLENGES Limited API feedsfrom Instagram, LinkedIn and Facebook DATA ACCESS Brand Product Category Hot Topics INFLUENCER IDENTIFICATION Creating value proposition EDUCATING SENIOR MANAGEMENT To a large number of influencers PERSONALISED OUTREACH
- 6. KEY CONSIDERATIONS FORDIFFERENT ROLES... How do digital influencers influence the Tier 1 media? How can these influencers drive earned media attention? How can we best build 1-to-1 relationships? MARKETING How can we manage influencers at scale? What social channels are most effective for engagement? Should we run organic vs. paid engagement? Who can we co-create content with? How can we align content to different influencer groups? What are the audience demographics of each influencer? COMMS & PR DIGITAL & SOCIAL MEDIA
- 7. ...AND FOR DIFFERENTORGANISATIONS AGENCIES LARGE CORPORATES CHARITIES & ASSOCIATIONS Influencer identification less of an issue with access to agency resource. How should we best structure workflow through multiple PR/digital agencies? What are influencers’ expectations? Paid/Organic/Managed by agent? How can we prioritise engagement with minimal resource & capacity to react? How can we align different messages to multiple influencer groups? Lack of content to generate influencer engagement How can we build value proposition of influencer engagement for our clients? What are the best tool sets to use? How can we run cost-effective influencer relations and ensure we are not over- servicing clients?
- 8. Tier 2 Influencers“Power Middle” Who influences your core influencers? Agent managed? Organic vs. Paid? In-depth influencer profiles Influence is contextual Focus on depth and credibility of networks Forget about social scores what is their media influence? INFLUENCER IDENTIFICATION and KEY CONNECTORS
- 9. INFLUENCER ENGAGEMENTREGULAR TOUCH POINTS use onlineto drive offline relationships long lasting relationships USE ENGAGEMENT/COST OF INTERACTION AS MEASUREMENT CRITERIA KEEP IT SIMPLE And...
- 10. SOCIAL CHANNELS Most usedchannel, ideal for relationship building TWITTER Ideal for content-led influencer marketing BLOGS Strong presence of niche topics groups LINKEDIN Limited data access, not ideal for B2B influencer relations FACEBOOK Lead channel for social content creation VIDEOS Overtaking Twitter in celebrity and life- style INSTAGRAM
- 11. SHIFT IN TOOLSET Customer Advocacy Platforms Employee Advocacy Platforms Category Influencer Platforms Excel TwitterTools Hootsuite Tweetdeck Social Listening Radian6 Sysomos Brandwatch 20152014 Source: Forrester, 2015
- 12. COPYRIGHT ONALYTICA 2015WWW.ONALYTICA.COM InfluencerIdentification Influencer Relationship Management Influencer Mapping IRM Software Insights Reporting