This document discusses influence and influencer marketing. It defines different types of influencers and challenges in measuring influence. The process of an influencer marketing campaign involves listening to identify influencers, measuring their reach and impact through analytics, and measuring campaign success. A case study example for DFS in Hong Kong is provided where influencers were identified and scored on reach, engagement, relevance and amplification to select the most effective influencers for the campaign.

1. @madhurisen
msen@waggeneredstrom.com

2. What is Influence ?
Brand Influencer
Level 1
Influencer
Level 2
Consumers
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3. What are the challenges?
• How do we measure influence for different
brands?
• How do we tackle influencers with small or no
digital presence?
• How can we identify the most relevant and
effective influencers based on the campaign
objective(s)?
• How can we quantify influence as a means to
drive greater impact for the brand?
Influence
popularity
TVmagazine
radio
digital
linkedinwhatsapp
blogspot facebook
twitter
traditional
news
social
search
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4. Types of Influencers
brand
advocates
competitor
advocates
products industry category
specialist
Influencers
related to your
brand (e.g.
Alcatel)
Influencers
related to your
competitors
(e.g. Samsung)
Influencers
related to your
products or
services (e.g.
Smartphones)
Influencers
related to your
industry (e.g.
telecommunicati
ons)
Influencers
related to a
relevant
category
conversation
(e.g. gadgets,
wearable tech,
etc)
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5. Major business impact points of influence
1. Brand Value
2. Trust
3. Revenue
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6. The process of mapping influence
Listening
Analytics
Measuring
Success
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7. 7
• Identify the key influencers
and audiences talking
about the industry, brand
and it’s competitors.
• Identify key messages and
sentiment of content
a b o u t t h e b r a n d ,
competitors and the
industry.
Listening
Share
of
Voice Sen-ment Amplifica-on Relevance
SOV
out
of
100
Of
all
known
influencers
in
network,
influencers
receive
an
SOV
score
based
on
their
share
of
total
coverage,
buzz
or
interest.
Sen@ment
score
is
rated
on
a
scale
of
0-­‐100
0-­‐20:
Explicitly
Nega@ve
21-­‐40:
Implicitly
Nega@ve
41-­‐60:
Neutral
61-­‐80:
Implicitly
Posi@ve
81-­‐100:
Explicitly
Posi@ve
Amplifica@on
score
rated
on
a
scale
of
0-­‐100
Amplifica@on
based
on
how
frequently
the
news
ar@cle
or
social
men@on
is
shared.
Relevance
score
rated
on
a
scale
of
0-­‐100
Relevance
is
based
on
penetra@on
of
top
keywords
provided
by
client
and
related
to
brand
or
campaign.
Sentiment
The process of influence
or
Influencer Score
Brand Resonance Score
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8. 8
The process of influence
Reach
Goal
(reach
3,00,000
relevant
audience)
Individual
influencer
1
goal
(2,00,000)
Individual
influencer
goal
(75,000)
Individual
influencer
goal
(25,000)
Image
courtesy:
www.lovesdata.com
Analytics
• Measure the reach and
amplification of your
identified influencers and
ensure they match with
your brand reach and
amplification goals.
• Create KPIs and goals
based on inputs based on
the listening results (e.g.:
Using Google Analytics)
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9. 9
The process of influence
Brand association
pre campaign
Elite
brand
Unknown
brand
Brand association post
campaign
Elite
brand
Unknown
brand
Measuring
Success
• Measure Brand Index
scores, Google Analytics
leads, Net promoter score
to identify what went well
and what did not
Secondary sources: Primary sources:
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10. 10
The output
Brand association pre
campaign
Elite brand Unknown brand
Brand association
post campaign
Elite brand Unknown brand
0
2000
4000
6000
8000
10000
12000
14000
16000
0
1000
2000
3000
4000
5000
6000
7000
News
Coverage
Volume
Social
Buzz
Volume
Search
Interest
Volume
During
campaign
Popularity Trend
NEWS
SOCIAL
SEARCH
Brand
Index
SCORE
49.34
NEWS
SOCIAL
SEARCH
Brand
Index
SCORE
79.24
Brand
Index
SCORE
Pre campaign Post campaign measurement
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11. Case Study – DFS (APAC)
Background
DFS wanted to create a connect with its
potential customers in the beauty, fashion and
make-up space in Hong Kong.
Challenge
Cost of creating a nationwide campaign was
enormous and estimated to be less effective
due to a mass approach and not a niche
approach.
Solution
WE I&A identified the key influencers in the that
particular market who are more likely to create
and share content on fashion and make up.
Measuring the influencers on the 4 parameters
viz. Reach, Engagement, Relevance and
Amplification, the influencers were allotted a
unique influencer score which was on lines of
Net Promoter Score (NPS) to rank and prioritize
the influencers.
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12. THANK YOU
Madhuri Sen, Managing Director, India
msen@waggeneredstrom.com
+91 226198 1002
Contact•
Social Media‚
If you have any questions
about this document, or
would like more information,
please contact:
http://on.fb.me/1dO8Hab
@madhurisen