Influencer marketing is atop many brands list of priorities. But the definition of influence is changing. It’s no longer enough to measure your brand’s best advocates by their reach alone. Their real impact comes with their ability to influence purchase decisions and drive sales.

1. THE EVOLUTION OF
INFLUENCER MARKETING

2. INFLUENCE IN 1965…
PAY CELEBRITY, BUY ADS

3. INFLUENCE IN 1965…
PAY CELEBRITY, BUY ADS
INFLUENCE IN 2015…
HELP PEOPLE TALK TO PEOPLE

4. REACH
IS NOT THE ONLY VIEW OF INFLUENCE

5. 91% OF SOCIAL MENTIONS COME FROM
PEOPLE WITH LESS THAN 500
FOLLOWERS
500+ followers
Less than 500
91% 9%
Source: social monitoring website Mention Image: Jon Rieley-Goddard aka baldyblogger/Flickr

6. MOST OF THE PEOPLE YOU TRUST
HAVE LESS THAN 500
FOLLOWERS

8. “INFLUENCE IS NOT ABOUT NUMBER OF FOLLOWERS OR
A KLOUT SCORE... MANY TIMES, IT IS SOMEONE WHO
MIGHT FLY BENEATH THE RADAR.”
JEREMY EPSTEIN
VP OF MARKETING, SPRINKLR

9. SOCIAL DOES NOT
ALWAYS MEAN ONLINE

10. 1/3 Online Social Media
2/3 Offline WOM
WORD OF MOUTH IMPACT ON CONSUMER SPENDING
Source: kellerfay.com/2014-landmark-study/

11. REAL WORLD WORD
OF MOUTH
MAKES MORE OF AN
IMPACT
1 OFFLINE
IMPRESSION
1 PAID ONLINE
IMPRESSION
Sentience/Flickr

12. !
MORE THAN EVER, PEOPLE CRAVE GUIDANCE
50% 49%
38% 36% 31%
22% 22% 18%
Searched
Online
Talked with
Friends &
Family
Compared
Products
Online
Sought Info on
Manufacturer’s
Website
Read
Product
Reviews
Sought Info on
Retailer’s
Website
Read
Comments
Friended/
Followed/
Liked a Brand
(ON AVERAGE, PEOPLE CHECK 10.6 SOURCES)
Source: https://ssl.gstatic.com/think/docs/the-zero-moment-of-truth-macro-study_research-studies.pdf

13. DON’T JUST FOCUS ON SOCIAL MEDIA,
FOCUS ON SOCIAL CONSUMERS

14. “ORIENT YOUR BUSINESS AROUND PEOPLE, NOT TECHNOLOGY.
DON’T HAVE A FACEBOOK STRATEGY, OR A TWITTER
STRATEGY… MAP TO HUMAN BEHAVIOR.”
PAUL ADAMS
FORMER GLOBAL BRAND EXPERIENCE
MANAGER, FACEBOOK

15. Celebrity Social Everyday Experts
MOVE PAST CELEBRITY

16. CATEGORY
PASSION
CATEGORY
KNOWLEDGE
CLOSE TO THE
BUYING DECISION
TRUSTED
CHARACTERISTICS OF TOP INFLUENCERS

17. WIN INFLUENCERS OVER, SO THEY’RE
GENUINE ADVOCATES FOR YOUR OFFERINGS

18. RETAIL INFLUENCERS ARE ASSOCIATES WHO TALK TO YOUR
CUSTOMERS AT THE POINT OF SALE

19. CATEGORY PROFESSIONALS ARE PEOPLE WHOSE PROFESSION
AND PASSION INSPIRE OTHERS TO LOOK UP TO THEM

20. CATEGORY INFLUENCERS HAVE AN UNSHAKEABLE PASSION FOR A
TOPIC AND/OR BRAND, PLUS THE TIME AND MONEY TO BACK IT UP
vancouverfilmschool/Flickr

21. Status
Access
Power
Stuff
MEANING
TO THEM
COST
TO YOU
INFLUENCERS VALUE RECOGNITION
MORE THAN STUFF

22. GOPRO CREATED AN ARMY OF KEY INFLUENCERS ON THE
RETAIL SALES FLOOR THROUGH INTERACTIVE PRODUCT
KNOWLEDGE AND INCENTIVES
“Retail employees share their impressions with hundreds of customers every
year,” said GoPro's Senior Global Training Manager, “If we can arm one employee
with pertinent product knowledge, they'll pass it along to their customer base.
Over time, the value of reaching a sales associate becomes invaluable."

23. LULULEMON IDENTIFIES KEY INFLUNCERS INCLUDING YOGA INSTRUCTORS
AND OTHER ATHLETES TO ACT AS BRAND AMBASSADORS
In return, the company provides these influencers—the same people who were
already respected and looked to for credible advice—with free gear to wear while
participating in local events.
Though they aren't paid, ambassadors are featured prominently on bulletin boards
in the stores, lending the company credibility as a part of the community.
Even better, these same ambassadors hold classes at the store level, placing the
consumer and the advocate together closest to the point of sale.

24. REMEMBER THIS:
IF YOU WANT TO INFLUENCE SALES,
ENLIST EVERYDAY EXPERTS

25. LEARN HOW YOUR BRAND CAN
IMPACT SALES BY GETTING THE
RIGHT PEOPLE TALKING
WWW.EXPERTICITY.COM