INFLUENCER MARKETING QUOTES 20

From a PR perspective, Influencer Marketing is the shift in recognising there are new ways to reach your audience or publics. Traditionally that used to be high net worth individuals or journalists. Now it can be anyone with their own network or media.

Stephen Waddington@wadds

‘Influence equals action’. It’s knowing there’s individuals that come in all different shapes and sizes, everyone from your own customers to bloggers, twitter personalities, analysts and experts who are able to move the needle for you.

Deirdre Breakenridge @dbreakenridge

Within any community on the web there will be 1 to 3 per cent of people creating the content, up to 20 per cent involved in the conversation around that and the remainder simply consume the media.

Stephen Waddington@wadds

The first thing to consider in any influencer marketing campaign is understanding why your organisation exists, what it's trying to achieve, and what it stands for. Absent this, and you've yet to influence yourselves appropriately let alone others.

Philip Sheldrake @Sheldrake

If brand lift or awareness is the desired outcome, recruiting individuals who are popular, or have earned affinity or goodwill, will do the job. If the result is to entice voting in a particular direction or attempting to establish thought leadership, individuals who possess authority or trustworthiness become instrumental in steering potential outcomes.

Brian Solis @briansolis

IDENTIFICATIONWhere do you find your audiences

and influencers?

If you’re looking for greater exposure and awareness you’re going to look for the folks who have the biggest networks, those people who when they speak others will tend to amplify.

Deirdre Breakenridge @dbreakenridge

There are influencers in every community around every topic. I haven’t yet come across a vertical or a topic that isn’t the case. Whether you’re selling a high fashion good, a car or anything in between firstly you need to find where these communities are and identify the people that influence them.

Stephen Waddington@wadds

What is the audience you’re targeting? If the answer is ‘I just want to go viral’ that’s no good. You must know what you want and define a strategic objective to achieve it. Once you’ve defined the objective for your brand, you need to decide what your influencers will get out of it.

Nicolas Chabot @nicochabs

INTERACTIONHow do these influencers

communicate?

What content do they share?

Influencer marketing relies on content and on engagement. So it naturally works well for industries that generate a lot of content and has a lot of engagement, like fashion. It’s easy in those industries. The brands that face a challenge with influencer marketing are the ones that struggle to connect with their customers.

Nicolas Chabot @nicochabs

If you're in business, you're in the business of influence. Period. Saying that, influencer marketing technologies and services are typically applied in situations where there are very many individuals to interact with.

Philip Sheldrake @Sheldrake

Influencer marketing previously depended largely on the power of blogs. But visual media platforms are giving rise to a new generation of influencers. YouTube is a particularly powerful platform, especially with people are searching for so much educational content. Kimberlee Morrison

@KymleeIsAwesome

INTRODUCTIONSHow can your brand join these conversations in an authentic

manner?

Before reaching out to anyone, develop a list of pros and cons for each authority based on their work or activity to date to qualify a core set of individuals who are likely to become part of a pilot campaign.

The individuals you choose should offer a notable balance of reach, reputation, relevance, and resonance. Brian Solis

@briansolis

Once we identify our influencers and we figure out and what they’re about, the next questions to ask are ‘What do they like to do? What would make their lives easier?’ Just knowing what your influencers like to do and how they like to share that’s going to shape your program in a much better way. Deirdre Breakenridge

@dbreakenridge

When I’m developing an Influencer Marketing campaign I tend to look at all different types of influencers in the space and include a mix of the the ones who like to participate in webinars, take part speaking opportunities or accept content for their site. If you truly understand your influencers it is easier to engage with them. Deirdre Breakenridge

@dbreakenridge

INTERPRETATIONHow can you measure the impact

on your business?

Measurement is an action – intentional, purposive, subjectively meaningful. Sensing is behavioural – automatic and reflexive. Don't measure what you can, but rather what you should ... those things relating to the outcomes that are important to your business success.

Philip Sheldrake @Sheldrake

Everything you’re sharing should in someway link back to a landing page. Your best bet is to always have something clickable so you can use Google Analytics to see where the traffic comes from and who is driving it.

Deirdre Breakenridge @dbreakenridge

Aligning your brand with people who have notable scores is one thing.

Aligning with connected consumers to accomplish something specific delivers measurable results.

Brian Solis @briansolis

WHAT’S NEXT?How can you measure the impact

on your business?

What we are finding with some of our most advanced clients is that their influencer marketing practice is relevant to every other area of marketing; performance marketing, social media, corporate communications, product comms and even customer relationship management.

Nicolas Charbot @nicochabs

There’s a whole class of tools emerging around CRM, to help manage how you build relationships with not just influencers but members of a community and how you do that to scale. We’ve got to make the connection between the relationships brands have with customers on social networks and traditional data systems.

Stephen Waddington@wadds

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