BIG BRAND INFLUENCER MARKETING
Trends & Best Practices
@LeeOdden
TopRank Marketing
Photo: CBS Television

@leeodden #CMWorld
TopRankMarke+ng.com Works with Brands

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Photo: CBS Television
Authen9city
Variety
Engage SMEs
Scale Quality
Reach
Measurable Trust

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Photo: Syfy

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Influencer Marke9ng ac9vates internal and
industry experts with engaged networks to
co-create content of mutual value and
achieve measurable business goals.
Photo: Syfy

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Photo: CBS Television
So When is Influencer Marke9ng Not Quite Right?

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Photo: CBS Television
When your audience is
growing fast and furious
along with aggressively
increasing sales – all through
advocacy and endorsements
from customers and non-
customers alike. Grrr!

@leeodden #CMWorld
Photo: CBS Television
When your business towers above
all others on the social web and
virtually all engagement amongst
prospects and customers includes
a men9on of your beloved brand.

@leeodden #CMWorld
Photo: CBS Television
When, by all calcula9ons, your
organic content amplifica9on is so
substan9al and customer
community brand awareness is so
ubiquitous, no expenditures for
paid promo9on have been
necessary for over a year.

@leeodden #CMWorld
Photo: Giphy
Nice try gentlemen,
but let’s take this
seriously.
Lack of consensus on
strategy
“Magic sales” expecta9ons
Lack of resources to commit
Disregard for importance of
FTC compliance
Unable to measure inputs,
outputs and performance

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“If you’re in business,
you’re in the business of
influence.”
Philip Sheldrake @sheldrake
Managing Partner, Euler Partners

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My First Time

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Let’s Co-Create!

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Photo: CBS Television
Guess How Many Replied!

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Enterprise Brand Study &
Influencer Marke+ng Framework
Al9meter, Traackr, TopRank Marke9ng

@leeodden #CMWorld
But… enterprise
companies only spend 10%
of marke9ng budgets on
influencer marke9ng.
55% plan on spending
more this year.
Source: Influence 2.0 Al9meter, Traackr, TopRank Marke9ng

@leeodden #CMWorld
It’s early days for
influencer marke9ng -
just 24% of companies
have ongoing programs.
Source: Influence 2.0 Al9meter, Traackr, TopRank Marke9ng

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Only 11% of B2B
companies running
ongoing influencer
marke9ng programs.
Source: Influence 2.0 Al9meter, Traackr, TopRank Marke9ng

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A BIG JUMP from just
5% of marketers
integra9ng influencer
marke9ng today.
Source: Influence 2.0 Al9meter, Traackr, TopRank Marke9ng

@leeodden #CMWorld
Even More Reason for Op9mism
$9.60 EMV for
every $1 spent Burst Media
10X increase in
conversion rates Content Marke9ng Ins9tute
37% higher
reten9on rate McKinsey
Photo: CBS Television

@leeodden #CMWorld
Organiza9onal Maturity - Influencer Marke9ng
Experiment
*Early tes9ng
*Warm influencers
*Evaluate tech
*Developing skills
*One off projects
*Marke9ng focus
Process
* Tac9cal
* Recruit influencers
* Tool investment
* Campaign based
* Transac9onal
* Reach metrics
* Maturing skills
* Output metrics
Rela+onships
* Strategic
* Influencer personas
* Developed programs
* Rela9onship based
* Influencer community
* Plaiorm investment
* Paid and organic
* Mul9-departmental
* Engagement metrics
Authority
* CXO sponsorship
* Always on engagement
* Ac9ve brand advocacy
* Plaiorm maturity
* Advanced skills
* Cross func9onal
* Internal influencers
* Dominant SOV
* ROI metrics
Integra+on
* Marke9ng integra9on
* Plaiorm integra9on
* Process integra9on
* Influencer ecosystem
* Employees engage
* Advanced skills
* End to end metrics
Source: TopRank Marke9ng

@leeodden #CMWorld
Influence Works Across the Customer Lifecycle
Source: Influence 2.0 Al9meter, Traackr, TopRank Marke9ng

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5 Best Prac9ces for Influencer Content Success
Photo: SciFiNow

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ü Understand possibili9es
ü Be specific
ü Any content can use
influencer co-crea9on
ü Map goals to metrics
1. Influencer Content Best Prac9ce: Goals
Diagram: Onaly9ca, Defini9ve Prac9cal Guide to Influencer Rela9onship Management

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“A brandividual is popular.
An influencer is effec5ve at crea5ng popularity.”

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2. Influencer Content Best Prac9ce: Engagement
Confluence Romance
Follow, interact on social
Recognize in a list, post
Invite to quote, interview
Apply as modular content
Engage in the real world
Invite as a VIP influencer
ü Develop an influencer persona
ü Research influencers: relevance, resonance, reach
ü Iden9fy, qualify and recruit influencers
ü Understand influencer message & channel(s)
ü What’s in it for the influencer?
ü Connect to a bigger mo9va9on than $ or exposure
Image: Traackr

@leeodden #CMWorld
Influencer Content Engagement

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ü Match influencer channel with the ask
ü Give them the goal and control
ü Make it easy
ü Set expecta9ons, give examples &
deadline
ü Ensure compliance, employ
governance
ü Organic vs. Paid – very different asks
ü Use a modular approach & repurpose
3. Influencer Content Best Prac9ce: Co-Crea9on

@leeodden #CMWorld
ü Share goals, examples & resources
ü Set expecta9ons
ü Make it easy: prewrite shares
ü Provide SEO 9ps, social 9ps
ü Inspire organic shares
ü Target with paid
ü Communicate progress
ü Always do a last call!
4. Influencer Content Best Prac9ce: Amplifica9on

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ü Metrics for influencers
performance
ü Metrics for influencer
community performance
ü Metrics for content
performance
5. Influencer Content Best Prac9ce: Measure
Diagram: Onaly9ca, Defini9ve Prac9cal Guide to Influencer Rela9onship Management

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3 Lessons Learned From Big Brand IM Programs
Image: Inverse Entertainment

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B2C Case Study: MGM Resorts #LiveFromLV
@MgMResortsIntl promote Las Vegas as
“Times Square of the West” for New Year’s
Featured 3 niche Millenial influencers
lifecas9ng NYE & pre-recorded content
Image: Twiqer
22.7MTotal Impressions
5.4MPeriscope Video Views
641KEngagements
14%Brand Sen9ment

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MGM Resorts Lesson Learned
Lilian Tomovich @lilitomovich
Chief Experience Officer/CMO
MGM Resorts
“MGM Resorts is in the experience
business. Combining influencers
with live video broadcas9ng allows
us to give our prospec9ve audiences
a taste of what they are missing and
a beqer understanding of our
brands.”
FOMO IS POWERFUL

@leeodden #CMWorld
B2B Case Study: Dell Luminaries Podcast
Interview series highlights
execu9ves from the family
of companies that are now
Dell Technologies
Collabora9on, co-crea9on
amongst stakeholders in
mul9ple businesses
Hosts are prepped, but are
free to tell the best story
they can.
Influencer Hosts: Mark Schaefer – Douglas Karr
delltechnologies.com/en-us/perspec9ves/podcasts/luminaries.htm

@leeodden #CMWorld
Dell Technologies: Lesson Learned
Konstanze Alex @Konstanze
Head of Influencer Rela9ons
Dell Technologies
“We are humanizing a new family of
brands with fully integrated influencer
content co-crea9on. Mutually, we create
value: Dell Technologies provides
insights into our technology vision.
Influencers provide cri9cal third party
perspec9ve in an authen9c way.”
Source: Onaly9ca
MUTUTAL VALUE IS POWERFUL

@leeodden #CMWorld
SAP Case Study: B2B Influencers, Interac9ve Content
Posi9on SAP leadership through
35 Digital Transforma9on Experts
Published in conjunc9on with SAP
SAPPHIRE conference and launch of
SAP Leonardo plaiorm
hqp://tprk.us/sapathdi
100%Influencer Share Rate
18MImpressions

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SAP Lesson Learned
“Working with influencers to
co-create content delivers mutual
value. When that content is
interac9ve, it creates an experience
that is more engaging and inspires
ac9on.”
Amisha Gandhi @AmishaGandhi
Head of Influencer Marke9ng
SAP
EXPERIENCES ARE POWERFUL

@leeodden #CMWorld
5 Influencer Marke9ng Tools & Plaiorms
Image: Wallpaper Safari

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Influencer Marke9ng Tools: BuzzSumo
B2C / B2B
Social Influencer & Content Search
Content Analysis
Projects to Monitor URL Shares/Links
Twiqer Influencer, Blog Author Search
Outreach Lists to Engage
New Content Monitoring
Influencer Content Alerts
Ques9on Analyzer (Content Topics)
Freemium & Subscrip9on Pricing

@leeodden #CMWorld
Influencer Marke9ng Tools: Izea
B2C
Marketplace & Services
Creator Search, Profiles & Lists
Influencer Bidding & Offers
Content & Campaign Management
Transac9on Management
Content Promo9on, Ads, Compliance
Analy9cs, Monitoring, Verifica9on
Subscrip9on Based Pricing

@leeodden #CMWorld
Influencer Marke9ng Tools: Linqia
B2C
Plaiorm, Marketplace & Services
Ar9ficial Intelligence Discovery
5 Years of Data + Con9nuous Crawl
Performance Match
Campaign Management
Compliance Governance
Content Lab & Asset Management
Program Analy9cs
Goal-Based Pricing

@leeodden #CMWorld
Influencer Marke9ng Tools: Traackr
B2C / B2B - Global
DIY IRM Plaiorm
Influencer Search Engine
Upload Influencers, Find Lookalikes
Influencer Content Feeds, Trending
Influencer Engagement Management
Network Visualiza9on
Analy9cs & Performance Repor9ng
Subscrip9on Based Pricing

@leeodden #CMWorld
Influencer Marke9ng Tools: Onaly9ca
B2C / B2B - Global
DIY Plaiorm & Services
Discovery via Search & Doc Analysis
Network Map
Custom Dashboards
Influencer Profiles
Real-Time Feed & Alerts
Influencer Sharing Recommenda9ons
Analy9cs & Repor9ng
Subscrip9on Based Pricing

@leeodden #CMWorld
Influencer Marke9ng Tech Guidelines
5 func+ons to scale:
1. Discovery
2. Engagement
3. Content
4. Promo9on
5. Measurement
Photo: CBS Television

@leeodden #CMWorld
Mature Influencer Marke9ng is Integrated
Influencers:
Thought Leaders
Customers
Advocates
Employees
Journalists
Departments:
Marke9ng
Public Rela9ons
Customer Success
Community
Management
Human Resources
Source: Influence 2.0 Al9meter, Traackr, TopRank Marke9ng

@leeodden #CMWorld
Influencer Content Integra9on Framework

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What Happened on My First Time?

@leeodden #CMWorld
Simplified with a Secret – And Humor
You're a secret agent on a mission and you're
having a rendezvous with your agency contact
awer pulling a dangerous undercover
opera9on. You now have a coveted secret. A
content marke9ng secret. What secret for
achieving success with content marke9ng will
you share? The content marke9ng world
depends on it!

@leeodden #CMWorld
43,000+ views on Slideshare
1,000+ PDF downloads
5000+ visits of interviews
3,300+ Retweets
100+ inbound links
Mul+ple client engagements
Invaluable Rela+onships
Start of a 6 Year Engagement
29 Influencers Contributed - Results

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Lesson Learned: Influencer Empathy FTW

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Takeaways
1. Use content to develop rela9onships that inspire greater content
2. Reach + Topical Relevance + Community Resonance = Win
3. Spreadsheets will never scale – invest in a IRM plaiorm
Image: Giphy

@leeodden #CMWorld
Thank You! May You Live Long and Prosper
INTERACTIVE INFOGRAPHIC
+ REPORT
influencermarke9ngreport.com
Lee Odden
lee@toprankmarke9ng.com
TopRankMarke9ng.com/careers/
TopRankBlog.com