Word-of-Mouth marketing has always been any marketer's favorite, thanks to it's credibility and low-cost nature. Today with the help of powerful social media tools, it has evolved into Influencer Marketing and this presentation takes a closer look at how you can make it work for YOUR organisation in 7 easy steps. The Smartphone industry was chosen for explanation purposes. Prepared by R.Tharun Moses (Batch 32) of Bharathidasan Institute of Management, Tiruchirappalli

1. Influencer Marketing:
How To Get it Right
Tharun Moses
BIM Trichy

2. Why Influencer Marketing?
According to a McKinsey study
conducted in 2010,
marketing-inspired word-of-
mouth generates more than
twice the sales of paid
advertising
Low cost
Substantially
higher reach
“On average, promises 200% reach
when compared to CRM”

3. Then and now
• Previously,
celebrities were
paid hefty sums in
order to endorse
brands
• The customer has various tools
at his/her disposal in the form
of social media
• A classic example would be the video
‘United breaks guitars’ which became
viral with close to 16 Mn views on
Youtube and created negative PR
• The customer often made uninformed
choices due to lack of available
reviews
• In recent times, User Generated
Content (UGC) has grown in popularity

4. Why is Influencer Marketing a big deal in today’s world?
Customers look to the opinion leaders of each
category and base their purchase decisions on
their recommendations
Thanks to influencer marketing,
customers are well informed and there
is little to no post-purchase cognitive
dissonance
37% higher customer retention as
compared to paid advertising, as per a
report by Forbes (2014)

5. Who are the top influencers of today?
Example taken :
The Smartphone Industry

6. How should you be/choose an Influencer?
• Step 1: Identify key influencers from
sites such as Buzzsumo, followerwonk
or the Forbes top influencer lists
which are updated often
• Step 2: Ensure that the landing
page of your influencer is
designed to be tidy and easy to
understand
• Step 3: Integrate a sense of humor
in your posts so that viewers do
not merely scroll past content

7. • Step 4: Help out your influencer by
posting their content periodically on
your own social media pages, thus
putting the influencer on the map
How should you be/choose an Influencer?
• Step 5:Engage influencers in discussions.
After a certain point, ask questions
upfront
• Step 6:Request for shares
and links on various social
media platforms
• Step 7 (final step): Build a trusted,
long lasting relationship.Always
support your influencer with samples
of your latest product offerings.Thus,
the influencer will in turn support
your business.

8. Published:
September 2016