Influencer Marketing is The Eldorado of Social Media Marketing
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I delivered this presentation on June 13th at my keynote speech at the BDigital Congress in Barcelona. It covers the key aspects of influencer marketing. What are the foundations of influencer marketing ? What is influence and can it be measured ? What does it mean for brands and why should it be a key element of your digital marketing strategies ? What are the 4 main challenges for a successful execution ? I also outline the two main trends that will define the future of influence marketing
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Influencer Marketing is The Eldorado of Social Media Marketing
- 1. Traackr @traackr @nicochabs Influencer Marketing: The El Dorado of Social Media Marketing BDigital Global Congress Barcelona, June 14th, 2013
- 2. Traackr @traackr @nicochabs Hola! From @traackr @nicochabs Traackr is the leading influencer marketing platform. We help brands and agencies identify influencers and manage their influencer strategies.
- 4. Traackr @traackr @nicochabs Influencer Marketing : From Big Data to Actionable Information
- 5. Traackr @traackr @nicochabs It’s about finding the people in the noise
- 6. Traackr @traackr @nicochabs Who are the key sources of information?
- 7. Traackr @traackr @nicochabs Who are the people with the most impact?
- 8. Traackr @traackr @nicochabs What are they saying across their channels? TWITTERRSS GOOGLEPLUS GITHUBBLOGGER YOUTUBE VIMEO TWITTER FACEBOOKRSS GOOGLEPLUSLINKEDIN TWITTER FACEBOOK WORDPRESS PINTERESTTUMBLR FOURSQUARE TWITTER FACEBOOKRSS PINTERESTFLICKR INSTAGRAMRSS
- 9. Traackr @traackr @nicochabs 3% of people generate 90% of the impact Key fact I
- 10. Traackr @traackr @nicochabs And they are unique to the context they operate in 3% HYBRID CARS 3% HEALTH 3% CLOUD COMPUTING
- 11. Traackr @traackr @nicochabs “Influencer marketing is about generating positive impact towards your target through the social capital of selected individuals”
- 12. Traackr @traackr @nicochabs But what is actually influence? “You have been influenced when you think something you wouldn’t otherwise have thought or do something you wouldn’t otherwise have done.” P. Sheldrake The business of influence
- 13. Traackr @traackr @nicochabs Let us think about a couple of questions Which movie did you last see at the cinema? Why are you attending this conference? Who did you vote for at the last election?
- 14. Traackr @traackr @nicochabs Can you tell who influenced you? Which movie did you last see at the cinema? Why are you attending this conference? Who did you vote for at the last election?
- 15. Traackr @traackr @nicochabs Influence is complex Which car started it ? (Courtesy P. Sheldrake)
- 16. Traackr @traackr @nicochabs Can you really measure it ? Which car started it ? (Courtesy P. Sheldrake)
- 17. Traackr @traackr @nicochabs Before it happens? This is what marketers are asking for!
- 18. Traackr @traackr @nicochabs In fact, the best we can do is measure who is in the best position to exert an influence on a specific audience.
- 19. Traackr @traackr @nicochabs Influence can’t be measured by one vanity score
- 20. Traackr @traackr @nicochabs The 3 pillars of influence set a good foundation
- 21. Traackr @traackr @nicochabs The 3 pillars of influence applied to digital marketing en espanol
- 23. Traackr @traackr @nicochabs Who do you trust for purchasing decisions?
- 25. Traackr @traackr @nicochabs But it’s taking new shape as a mass media
- 26. Traackr @traackr @nicochabs And in the hands of key experts
- 27. Traackr @traackr @nicochabs 2 key moments in the customer journey where influence is strategic
- 28. Traackr @traackr @nicochabs The POME What is the POME for your market?
- 31. Traackr @traackr @nicochabs Define your community Nurture your existing clients Maximize your sales Develop your brand Your Superfans My brand, My brand, My brand, My brand Sector influencers My product, My usage, My competition... My target audience Their area of interest, their community 1
- 33. Traackr @traackr @nicochabs Find the right people for you Is he the right person for you ? 2
- 34. Traackr @traackr @nicochabs Find the right people for you Which one is driving more impact ? Scoble : 40 000 followers Falls : 35 000 followers 2
- 38. Traackr @traackr @nicochabs Build mutually beneficial relationships Build long term relationships Create engaging content 3
- 39. Traackr @traackr @nicochabs Co-create content Viki Chowney of our Engagers’ series talks about co-creation 3
- 40. Traackr @traackr @nicochabs Remember your objective Turn the potential of your influencers into real, positive influence 3
- 41. Traackr @traackr @nicochabs Measure The big ROI question? 4
- 42. Traackr @traackr @nicochabs Measure The big ROI question? Same as any marketing activity 4
- 43. Traackr @traackr @nicochabs A framework to measurement Activity Output Outcome Paid Media Owned Media Influencer Media Distribution Visitors Socio demographics SEO rank Fans Transfomation rate Popularity Relevance Advocacy Clickthrough Impressions Views Traffic Shares Likes Share of voice Advocacy index Leads Sales Awareness Reputation Consideration 4
- 46. Traackr @traackr @nicochabs Integrate Influencer Marketing in your digital plans Traditional Media Online Advertisinig Media Owned media and Search Social Media Marketing Influencer Marketing - 3% +17% +10% +30% +300% Traditional Media Online Advertisinig Media Owned media and Search Social Media Marketing Influencer Marketing - 3% +17% +10% +30% +300%
- 47. Traackr @traackr @nicochabs Leverage tech to focus your resources