A presentation by Tim Williams CEO of Onalytica on Influencer Relationship Management, use cases, challenges and the 6 steps to approach influencer relations.

1. Influencer Relationship Management
Tim Williams, CEO
tim.williams@onalytica.com
www.onalytica.com
@WilliamsTim

2. Company Founded 2009 in London, UK
Influencer Marketing SaaS Platform & Supporting Professional Services
Influencer Discovery Influencer Relationship Management Insights Reporting
Dedicated Customer Success Insights & Analytics Teams
Michael Birch - Investor
Paul Birch - Investor
About Onalytica
Tim Williams - CEO

3. ROI MODEL – BRAND COMMUNICATIONS

4. What has changed?
Content
Creation
Advertising
Effectiveness
Brand
Trust
Attention
Span
Brand
Loyalty
Consumer
Control
Brand
Choice
Media Channels

5. Source: Lori Wizdo
The Modern Buyer Journey – Challenge or Opportunity?

6. “ONLY 9% of B2B marketers
consider their content marketing
efforts to be “very effective.”
92% of customers trust
recommendations from other
people over branded content

7. 6.2% of key influencers are responsible for
80% of the influence in social media
– Forrester
KEY
INFLUENCERS
40% 80%10%MARKET
REACH
1st Degree Network 2nd Degree Network 3rd Degree Network
Key Influencers drive 80% of Influence in Social Media

8. Influencers can help focus your strategy
" There comes a time when every marketer faces the
challenge of how to build brand credibility. For
many businesses, the answer is to build an army of
influencers who will provide your product the
positive word-of-mouth it needs to stand out among
competitors."
Bryan Kramer
CEO, PureMatter

9. 1. Increase brand awareness
2. Improve thought leadership
3. Improve brand advocacy
4. Improve/change brand reputation
5. Increase demand generation
6. Increase sales
7. Improve SEO or site traffic
8. Increase employee advocacy
What are the use cases?

10. Early Stage
1. I don’t know how to start an influencer program or what it looks like
2. I don’t know who my relevant social media influencers are
3. I don’t know how to rank influencers in terms of potential value or impact
4. I can’t successfully engage with my influencers
5. I don’t know how to measure influencer engagement
6. I don’t have the time or resource to engage with influencers
Mature Influencer Programs
1. I struggle to structure and scale my influencer relations activity
2. I need more effective measurement to increase program investment
3. I need more internal resource to boost influencer engagement
4. I would like to better connect my internal advocates with key influencers
5. My content on owned media channels is not being shared by influencers
6. I don’t know the impact of my influencers on the wider marketplace
What challenges do brands face?

11. 6 Step Approach to Influencer Relations

12. What Influencer Groups can you target?

13. What criteria should I use to identify influencers?
RELEVANCE
REFERENCE
REACH
RESONANCE
Celebrity
Journalist
Subject
Matter
Expert
Academic
C-Suite
Politician
Global
Thought
Leader
Industry
Professional
Social
Amplifier

14. FinTech Example Influencer Ranking
FAKE INFLUENCE!

15. Organic vs. Paid Activation?
ORGANIC (RECOMMENDED)
Real long-term relationships
Sustainable
Earned Media Attention
Cost-effective
Reduces reliance on Paid
PAID
Large splash
High profile influencers
Celebrities
Clicks not customers!
HYBRID
This can work with the right
blend of organic always-on and
targeted paid campaigns

16. What is the value you are going to provide to the Influencers?
1
2
3
What value will you help them deliver to their audience?
(Content, Knowledge, Access to Senior Execs)
How will you increase their influence / personal brand?
(Networking, Awareness, Relevancy, New Audiences, Link to their content)
Avoid paying them money!
(especially in B2B)
“ It’s important to focus on finding ways to help the influencer. Help them build their brand.
Help them reach a new audience. Help them gain access to insights and content for their
audience.”
Michael Brenner
CEO, MarketingInsiders

17. Equal Value Partnership Framework

18. Switch Focus from Owned / Paid Media to Earned Media
BROADCAST MODEL INFLUENCER MODEL
Brand Brand
CONTENT
WEBSITE
Paid Search
CONTENT
PR
Email Marketing
Paid Social
ENGAGEMENT
RELATIONSHIPS
INSIGHTS
Owned Media
TARGET AUDIENCE

19. Trade off between Control and Trust
Tim Hughes
Social Selling Influencer & Co-founder of
Digital Leadership Associates
“With influencers you may
lose control of your message.
But what you lose in control,
you gain in trust."

20. 1. LISTEN. To build the right approach, understand the influencers – interests, topics, routes and
connections.
2. ESTABLISH A RAPPORT. Show interest, pay attention to what they say and do, and help them
amplify their message.
3. CREATE VALUE FOR THEM. Offer exclusive access & networking to right people, events and
insights – connect them with internal Senior Execs, Subject Matter Experts, Social Advocates and
share latest news and announcements.
4. INTERACT. Create and share content valuable to the influencer – and make unique experiences
that are relevant to them.
5. ACTIVATE Them through initiatives. Networking events, Tweetchats, Briefings, Blogs etc.
6. ENGAGE. Take the long term view – engaging takes time to build sustainable and valuable
relationships.
Ask for LITTLE in return! Don’t sell to them!
Relationship-led Influencer Marketing

21. EXAMPLE PROGRAM WORKFLOW
Influencers

22. Influencer Program Measurement Framework
INPUTS OUTPUTS OUTCOMES
ACTIVITY ACTIVATED ADVOCACY ACTION
PROGRAM
INVITES
Number of influencers
invited to your
influencer program
PROGRAM
INFLUENCERS
Number of influencers
who have accepted
your program invitation
BRAND
ATTENTION
Volume of target
influencer posts talking
about your brand,
sub-brands or products
compared to competitors
BRAND
AWARENESS
Volume of influencer posts
from wider influencer
community / media talking
about your brand,
sub-brands or products
compared to competitors
SOCIAL
INFLUENCER
OUTREACH
Number of offline
communications
& social outreach posts
to target influencers
EVENT
INFLUENCER
ATTENDANCE
Number of influencers
attending your events
(offline / online)
BRAND
ASSOCIATION
Volume of target influencer
posts about your brand or
products in association with key
themes, product categories or
reputation drivers compared to
competitors
BRAND
PERCEPTION
Change in semantic
language from wider
influencer community / media
around a brand, product,
policy or reputational issue
EVENT
INVITES
Number of brand events
(offline / online)
where influencers are
invited to participate
BRAND
INFLUENCER
ENGAGEMENT
Number of influencers
engaging with your brand,
internal SMEs, advocates or
evangelists (offline / online)
compared to competitors
INFLUENCER
GENERATED
CONTENT
Volume of content
created in collaboration
with target influencers
on key topics or themes
DEMAND
GENERATION
Volume of site traffic
/ downloads / subscriptions
/ user adoption through
influencer referral traffic
(unique content URLs)
EMPLOYEE
ADVOCATE
RECRUITMENT
Number of Internal
Subject Matter Experts (SMEs),
Advocates or Evangelists
recruited to influence the
influencers
INFLUENCER
RELATIONSHIPS
Number of influencer
relationships you
have developed
BRAND
PREFERENCE
Volume of target
influencer posts talking
positively about or
recommending your brand,
sub-brands or products
compared to competitors
SALES
REVENUE
% of influencer referral
site traffic / total site
traffic X conversion revenue
OR Number of sales through
unique coupon code / landing
page used only for program
INFLUENCER PIPELINE STAGE
IDENTIFIED ENGAGED ADVOCATE

23. Objectives Framework

24. B2C Influencer Marketing Case Study
PROBLEM
Falling Product Sales
Due to Negative Consumer
Perception Around Sugar
OBJECTIVE
Change Perception to
Increase Sales
Target Market
“Coca-Cola is FULL
of sugar. It makes
you fat, gives you
diabetes and
contributes to
CANCER!”
“Actually, Coca-Cola
has less sugar than
people think.”
“You can buy Coca-
Cola Zero (the
sugar-free version) if
it bothers you.”
“Did you know that
Coca-Cola is actually
replacing sugar with
zero-calorie natural
sweeteners in some
of their leading soft
drinks?”
“Coke has around 15
cubes of sugar in one
can!!”
“Drinking a coke
every day for a year
is the same as eating
14.4 pounds of fat!!”
Influencer

25. Coca-Cola engaged with HCPs, Academics and Mums
Example Influencers The influencer community around sugar
Managing 467 Influencers in an Always-on Program
e.g. Network shows
influencers interacting on
social media about Sugar
levels in soft drinks

26. 26
OBJECTIVES
• Build IBM’s reputation and market awareness
• Extend the brand experience through connecting influencers
with IBM SMEs
• Build a continuous dialogue with influencers on social
• Drive 3rd party endorsement for IBM products and events
DELIVERABLES
• 400 influencers identified
• Aggregated 206 IBM topics into key themes
• 28 IBM Subject Matter Experts (SMEs) identified
• 124 target influencers identified
• 3x enablement training sessions for all IBM SMEs
• Ongoing counsel and support to participating SMEs
RESULTS
• 21 newly identified influencers attended 4 IBM events
• IBM SME invited to speak at Linux Meet-up event attended by 94 customers & prospects
• 47% increase in campaign-relevant coverage from SMEs
• 111% increase in engagement from SMEs to influencers
• 112% increase in engagement from influencers to SMEs
ENGAGEMENT AWARENESS CONSIDERATION
IBM UK&I SYSTEMS 2016 CASE STUDY

27. 1) CLEAR PROGRAM OBJECTIVES & MILESTONES
2) THINK INFLUENCER FIRST WHEN ENGAGING
3) BUILD VALUE & CREATE LONG-TERM INFLUENCER RELATIONSHIPS
4) MEASURE AGAINST BUSINESS OUTCOMES
5) EXPERIMENT, LEARN & IMPROVE!

28. Customer SuccessPublished in July and co-created with influencers!
Philip Brown Come Round
Owain Williams – Micro-Influencer Marketing
Dave Chaffey – SmartInsights
Lee Odden
TopRank Marketing
Bryan Kramer
PureMatters
Luke Brynley-Jones
OST