The document discusses influencer marketing. It first references a 1940 study on political communication that found people are often influenced by others' opinions. It then outlines some key aspects of influencer marketing, including that influencers can reach millions of people through social media, produce original content for brands, and maintain trust with their audiences. The document also notes influencer marketing can work both positively and negatively, and discusses different types of influencer marketing such as paid vs. unpaid relationships. It covers measuring the value of influencer marketing and best practices for identifying and working with influencers.

1. Think Tank
Karla Ferrer
October, 2016

3. The first approach to that theory comes from a communication
classic, The People´s Choice (Lazarsfeld and Katz), a 1940 study
on political communication that was also known as Multistep
flow model, that claims that the majority of people are
influenced by secondhand information and
opinion leaders

4.  Social reach: Influencers are able to reach millions of consumers through their
social channels and blogs.
 Original content: Influencers produce original, and oftentimes effective, marketing
content for the brand.
 Consumer trust: Influencers maintain strong relationships with their audience,
who have a certain level of trust in the influencer’s opinions

5.  Can work positively
AND
 Negatively

6.  earned influencer marketing  paid influencer marketing
Unpaid or preexisting relationships with
influencers or third party content that is
promoted by the influencer to further
their own personal social growth
Sponsorship, Event recommendations,

7.  The value that influencer marketing creates can be measured in multiple ways.
Some marketers measure
 Earned Media Value (EMV) (vs to Paid Media)
 Impressions
 Cost Per Action (CPA).

8.  Social reach:
Influencers are able to reach millions of consumers through their social channels and
blogs.
 Original content:
Influencers produce original, and oftentimes effective, marketing content for the brand.
 Consumer trust:
Influencers maintain strong relationships with their audience, who have a certain level of
trust in the influencer’s opinions.

9.  Identifying influencers, and ranking them in order of importance. (Journalists,
Analysts, Academics, Consultants, Geeks in your specific sector)
 Marketing to influencers, to increase awareness of the firm within the influencer
community
 Marketing through influencers, using influencers to increase market awareness of
the firm amongst target markets
 Marketing with influencers, turning influencers into advocates of the firm.

10.  In the B2C Market Cosumers look at other consumers to inform their purchasing
decisions. They look at their favourite personalities and follow them in youtube,
Instagram, snapchat to know more about them and copy/follow their preferences.
The crucial question is: is in B2B that
important?

11.  https://en.wikipedia.org/wiki/Influencer_marketing
 ^ http://www.adweek.com/socialtimes/10-reasons-why-influencer-marketing-is-the-next-big-thing/623407
 ^ Jump up to: a b c d e f Brown, Duncan and Hayes, Nick. Influencer Marketing: Who really influences your customers?,
Butterworth-Heinemann, 2008
 Jump up ^ Cialdini, Robert. Influence: Science and Practice, Allyn and Bacon, 2001
 Jump up ^ Reichheld, Fred. The Ultimate Question: Driving Good Profits and True Growth, Harvard Business School Press,
2006
 Jump up ^ http://www.forbes.com/sites/johnhall/2016/04/17/the-influencer-marketing-gold-rush-is-coming-are-you-
prepared/#1e6ae60d2964
 Jump up ^ Peck, Helen, Payne, Adrian, Christopher, Martin and Clark, Moira. Relationship Marketing: Strategy and
Implementation, Butterworth-Heinemann, 1999
 ^ Jump up to: a b Keller, Ed and Berry, Jon. The Influentials, Free Press, 2003
 Jump up ^ Russ, Henneberry. "How to Find Influential People With Social Media". Social Media Examiner. Retrieved 22
February 2015.
 Jump up ^ Barry, James (2014). 4 Archetypes of Top Social Media Influencers
 Jump up ^ Reichheld, Fred. The Ultimate Question: Driving Good Profits and True Growth, Harvard Business School Press,
2006

12.  ^ Razorfish Report
 Jump up ^ "McKinsey: The Consumer Decision Journey". Mckinseyquarterly.com. 2013-03-13. Retrieved 2013-04-29.
 Jump up ^ [Carl, W. J. (2006). What’s all the buzz about? Everyday communication and the relational basis of word-
of-mouth and buzz marketing practices. Management Communication Quarterly, 19(4), 601-634.]
 Jump up ^ Elliot, Nate (2009-09-30). "Using Social Media To Create And Amplify Offline Influence". Retrieved 2014-
01-30.
 Jump up ^ Speyer, Michael. Identifying IT Buyers’ Hidden Influencers: Finding And Nurturing Your Brand Presence
Beyond Your Formal Channels, Forrester Research, 2007
 Jump up ^ Gillin, Paul; Moore, Geoffrey A. (2009-05-01). The New Influencers: A Marketer's Guide to the New Social
Media. Quill Driver Books, U.S. ISBN 9781884956942.
 Jump up ^ "Introducing the Influencer Marketing Technology Landscape". Marketing Land. Retrieved 14 July 2016.
 Jump up ^ "The State of Influencer Marketing" (PDF). Interactive Advertising Bureau. IAB. Retrieved 7 July 2016.
 Jump up ^ Talavera, Misha. "The Complete Guide to Influencer Marketing". AdWeek. SocialTimes. Retrieved 5 July
2016.