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Introduction to influencer programmes


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Introduction to influencer programmes

  1. 1. Introduction to influencer programmesI. Importance of influenceII. Types of influencer campaignIII. Measures of successIV. What next?Sophie Griffiths 1
  2. 2. The importance of influence and influencer engagement
  3. 3. “The ability for brands to connect with influential consumers is set to become standard protocol. With an effective influencestrategy, businesses will spark beneficial word of mouth, create brand lift, and ultimately influence the actions of other consumers much more authentically.” Brian Solis, American industry analyst and principal at Altimeter Group March 2012
  4. 4. We are all influencers of and being influenced by each other
  5. 5. One advocate can create slight resonance, many advocates cancreate huge resonance 5
  6. 6. But successful targeting of an influential advocate can savebusinesses time and money versus the need to constantlyreach regular consumers who have a more limited reach…“Businesses have a finite amount of money and time; therefore, they mustidentify the most connected people they can to help expand their reach. Insocial networks, brands can connect with everyday people who are thecelebrities of their networks. The value to businesses is that they can haveaccess to the respective Rolodex of consumers and reward them as aresult.”Dr Bernardo A. Huberman, Director of HP Labs’ Social computing Lab. 6
  7. 7. A message from an influencer aboutyour brand is more likely to betrusted than a direct message… andwho people trust in delivering amessage is also changing Edelman trust Barometer: 2012 7
  8. 8. Age old principles spark new conversations 8
  9. 9. So influencer outreach can have a positive effect on business inthe following ways 1. Extending reach by tapping into relevant third party audiences 2. Enhancing brand authenticity through relevant and trusted third party endorsement 3. Increasing consumer engagement with a brand 4. Driving positive sentiment within targeted communities
  10. 10. Types of influencer campaign
  11. 11. Influencer outreach can happen in multiple media channels PAID OWNED EARNEDSeeding of the brand story in Identifying and engaging with Spontaneous or planned PR reachtargeted communities to create the “superfans” in a brand’s from mentions via channels beyondengagement and viral reach own channel network your ultimate control
  12. 12. Measures of success
  13. 13. In order to measure success we must first define influenceInfluence is a measure of “social capital” – how an individual entity is rated basedon certain social criteria. The above framework aims to define those criteria 13
  14. 14. Influencer campaigns will set out to successfully target theinfluencer who ticks all the right social criteria (depending onbusiness objectives) Reach Relevance Resonance Popularity Authority Frequency The state of being liked, If an individual invests in a The rate a social object, topic admired or supported by certain subject over time, or person materializes in many people they naturally earn a level of social streams Proximity authority which in turn builds Period Location can be relevant if respect The length or portion of time the campaign is local or Trust it remains visible after the requires a particular setting / The firm belief in the initial appearance environment reliability, truthfulness, ability Amplitude Goodwill or strength of someone The level of the influencer’s Investing goodwill in one’s Affinity engagement within a community increases Connected consumers network appreciation and therefore establish affinity with their the likelihood of engagement communities, and it buoys their position 14
  15. 15. Measures of success will determine influencer criteria • Brand lift/awareness • Brand resonance • BTA reach • Sales/Referrals • Sentiment shift • Thought Leadership/Authority • Demand • Trends • Audience 15
  16. 16. What next?
  17. 17. Mapping your influencer programme• Benchmark – understand where you are today in terms of sentiment, awareness and consumer behaviours/attitudes• Audience - define who you are ultimately trying to reach and why• Strategy – connect the dots between you/the brand, connected consumers and their communities• Influencer ID – choose exactly which influencers you want to target• Campaign – decide which sort of campaign – paid, owned, earned• Measurement – integrate milestones and mechanisms to measure KPIs and outcomes
  18. 18. Sources••••