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How To Integrate Influencer
Marketing Into Your
Marketing Mix
www.onalytica.com
Tim Williams, CEO
@williamstim
3
Michael BirchInvestor & Bebo Founder
Paul Birch
Investor & Bebo Founder
Tim Williams - CEO
Influencer Discovery Influencer Relationship Management Measurement Reporting
Founded in 2009 with offices in London and New York
Enterprise SaaS to manage & scale influencer relationships across Marketing, Comms and Social
Professional Services: Dedicated Customer Success, Insights & Analytics & Consultancy
About Onalytica
4
1. On your smart phones,
go to: www.kahoot.it
2. Enter the game pin on
the screen
3. Enter your name and
company name
Quiz Time
5
How is the Market Changing?
“If you’re sticking with your content approach from three years ago, it’s now 50% less
effective. Our review of 100 million articles published in 2017 found that social sharing
has halved since 2015.” BuzzSumo
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Engage the top 1% influencers to influence 80% of the market
6.2% of key influencers are responsible for 80% of the influence in social media - Forrester
40% 80% Market Reach 10%
1st Degree Network 2nd Degree Network 3rd Degree Network
1%
Program Influencers
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Why Influencer Marketing?
$7.65 of earned
media value per
$1 spend 92% of customers trust
recommendations
from other people
over branded
content (Nielsen))
85%of customers seek
out trusted expert
content when
considering a
purchase (Nielsen &
inPowered)
84% of B2B buyers start
the purchasing
process with a
referral (LinkedIn))
70%of the B2B buyer’s
Is complete before
a buyer reaches
out to sales
(Pardot)
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Fantasy Influencers
Celebrities
e.g. Kim Kardashian
Big YouTubers
e.g. Pewdiepie
Celeb Activist
e.g. Stephen Fry
TV Personality
e.g. Jamie Oliver
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The Real Influencers
Healthcare
e.g. Charlotte Stirling-
Reed, Consultant
Nutritionist
Fintech
e.g. Spiros Margaris,
Margaris Advisory
Future of Energy
e.g. Andrew Cumono,
Governor of New York
Developer
e.g. Dave Rupert,
Paravelinc
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C-SUITE
CIOs / CTOs
IT Professionals
Startups
Developers
Influence your target audience through topical Influencer
Generated Content & Audience Specific Influencers
DIGITAL TRANSFORMATION
BIG COMPUTE
CYBER SECURITY
BIG DATA
IOT
Messaging / Content Pyramid by Audience
SUPPLY CHAIN MANAGEMENT
BIG DATA
Tim Crawford for example is a strong CIO influencer and
has lots of CIO connections
Individual influencers will resonate with different Audiences
Michelle Boucher connected to both brand and
individuals. Brand accounts that engage with her
are often new media such as Podcast accounts.
Very technical background – mechanical
engineering.
Rob Hirschfield CEO now but
former developer with most his
conversations quite technical and
focused on the implementation of
platforms. Engaged with high reach
developers such as Ben Kepes
DEVOPS
AI, OPENSOURCE
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The 6 stages to Influencer Relationship Management
• Identify your influencer community
• Select engagement targets
• Understand what your influencers really care
about• Understand market flow
of influence• Benchmark your
current performance over last 12 months
• Track influencer posts, on Blogs, Twitter & Instagram
• Track most successful
content• Surface social outreach
opportunities • Surface content sharing
opportunities • Engage with influencers on Twitter, Instagram and their personal blogs
• Move influencers through pipeline stages• Create and manage program activity
• Influencer engagement• Brand awareness• Brand share of voice• Brand perception• Community insights
• Scale and structure your program
• Always-on influencer program
• Build relationships with
more influencers
The 6 stages to Influencer Relationship Management
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Topical Relevance, Engagement & Authority over Reach
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What types of influencer roles should you target?
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What Influencer Types should you engage?
Everyday Influencers
Brand Advocates
Micro Influencers
Professional Influencers
Macro Influencers
Celebrities
• High trust, low reach (1 to 1000 followers)• Average internet consumers• Don’t consider themselves influencers• Small network of highly engaged followers
• High trust, low reach (1 to ∞ followers)• This type of influencer is earned• Highly satisfied customers with your product / brand• Positive word-of-mouth, content and recommendations
• High trust & engagement, good reach (1K to 20K followers)• Extremely relevant, high quality content creator• Organic relationship and co-creation of content• Pay for onerous time, travel and content partnerships
• High authority, high global reach (20K to 100K followers)• Engages with select group of key influencers• Organic approach only works if brands offers equal value • Paid to attend and speak at conferences / write content
• Massive reach (100K to 300K followers)• Established Audience built up over many years• Famous, represented by a manager or a talent agency• Sometimes untouchable through organic approaches
• Low engagement, massive reach (300K + followers)• Expensive - paid approach only• Endorsing products / charitable causes
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What influencer personas best match your program?
Content Creators – create their own original content
Social Amplifiers – share content from influencer community
Industry Experts – professionals who have worked in industry who can
influence key decision makers on a peer level
Conference Speakers – expert speakers and influential offline
Key Connectors – influencers well connected to your influencer community
Media Influencers – influencers driving the media agenda
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There are 7 Main Tactics to Engage with Influencers
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1
2
3
INSIGHTS - What value will you help them deliver to their audience?(Early Access to Content, Industry Research, Knowledge from Employees / Senior Execs, Access to Products, Company Briefings, content for their talks, books etc.)
PROFILE - How will you increase their influence / personal brand?(Owned media or 3rd party platform to create content, Paid promotion of influencer content, Access to New Audiences, Backlinks to their website / blog)
CONTENT GENERATION - Create blog + social media content with influencers, recognise influencers through blog posts on specific topics, create video / interview content at events
It’s important to focus on finding ways to help the influencer. Help them build their brand. Help
them reach a new audience. Help them gain access to insights and content for their audience.
Michael Brenner, Content Marketing Strategist, CEO of Marketing Insider Group“
What value will you deliver to the Influencer?
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NETWORKING – invite them to events, create online chats for them to connect with their networks, introduce them to senior execs, industry experts
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Equal Value Partnership forming between brands and influencers
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Influencer Community Social Outreach1. Tailored feed of personal Blog Posts / Tweets / Instagram posts on relevant posts2. Tailored feed of content sharing opportunities2. Engage when influencers post on specific topics or key themes relevant to your brand or content –contextual influencing!
Offline & Online Events1. Find relevant influencers2. Invite influencers to your events3. Build relationships and connect internal SMEs with influencers4. Create content at event
Employee Advocacy1. Recruit Subject Matter Experts (SMEs) to program2. Connect internal SMEs with assigned target influencers3. Tailored feed of day-to-day influencing opportunities for each SME
Influencer Generated Content1.Build relationships with influencers2.Create content with influencers3.Influencers promote your content4.Paid promotion of content
Always-on Influencer Relationship Management Programs
IGC
Employee advocacy
Social
Events
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Activate Brand Assets with Influencer Channel to Improve Impact
Brand
Awareness
Demand Gen
Brand Credibility
Brand Handles
Employees
Events
Content
Products
Activate Brand AssetsPartner with
Influencer Channel
Achieve Desired
Outcomes
“With influencers you may lose control of your message. But what you lose in control, you gain in trust.”Tim Hughes, Social Selling Influencer & Co-founder of Digital Leadership Associates
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Engagement approaches that work organically
Type Micro Influencers Professional
influencers
Macro Influencers
Description 1k – 20k reach. High trust. Paid for expenses.
20k-100k. High authority. Often paid to speak.
Up to 300k. Employ agents. Paid as media.
Strategies to engage
• Engage via socialoutreach
• Invite them to events
• Co-create content
• Seed product
• SMEs can connect with them as peers
• Co-create create content to showcase their expertise.
• Speaking opportunities
• Recognise influence– e.g. ask for quotes
• Amplify their existing content
• Ask for a chat to
explore opportunities
Top tip Micro-influencers love to network! Facilitate it.
Often keen to speak at major industry events. Can you introduce them?
Can you help distributetheir latest book?
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Influencer Program Measurement Framework
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AuthorsTim Williams – CEO, OnalyticaLuke Brynley-Jones – CEO, OST DigitalPhilip Brown – Influencer Marketing, Come RoundOwain Williams – Influencer Marketing Blogger
Key ContributorsLee Odden – CEO, TopRank Marketing Jamin Spitzer – Director of Global PR insights, Microsoft
Dave Chaffey – CEO, Smart Insights Tim Hughes, #1 Social Selling Influencer & CEO, Digital Leaders
Spiros Margaris, #1 FinTech Influencer Jim Marous, Top 5 FinTech Influencer & Retail Banking Publisher
Konnie Alex-Brown – Influencer Relations, Dell EMC Joan O’Connor, UK PR Director, Coca-Cola
Bryan Kramer, CEO, PureMatters Tim McLoughlin, Head of Social Media, Hotels.com
Angela Lipscomb, Influencer Relations, SAS Jason Miller, Global Content Marketing, LinkedIn
Joe Martin – Social Media & Insights, Adobe
Download our whitepaper https://goo.gl/uerHMh
Step-by-step Guide to Organic Influencer
Relationship Management
Taking you from Aspiring to run a successful
program to Executing a successful program
Endorsed by global leading industry experts,
brands and influencers
Provides a framework for influencer strategy
including objectives setting, discovery,
engagement and measurement
Definitive Practical Guide to Influencer Relationship Management
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B2B Influencer Generated Content Example
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7
Brand introduction Introduce topical
influencers to brand
Influencer recognition Recognize influencers through a blog post
Invitation to contribute Invite them to contribute to
a content asset so that
influencers are creating 70-80% of the content
Content generation Design a modular approachof high value content such
as eBooks, blog posts, Tweets, motion videos or infographics
Event invite Invite influencers to a
round-table event and create
content at the event such as interviews, panel discussions
More content generation Roll out more high value content
generated from the event
Nurture relationships Continue to develop relationships as part of an always-on program
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Humanise Your Brand & Align Your Content Creation
OWNED MEDIATraditional Brand Content Creation
SHARED MEDIAInfluencer Generated Content Creation
CONTENT
WEBSITE
Paid Search
CO-CREATE CONTENT
PR
Email Marketing
Paid Social
ENGAGE INFLUENCERS
BUILD RELATIONSHIPS
INSIGHTS-LED CONTENT
Owned Media
PROMOTE CONTENT
TARGET AUDIENCE
30
Expected Pilot Results after 3 months
Expected Program Outcomes
1. 100%+ increase in social engagement from influencer community to your employees / brand handle
2. Increase in brand awareness by 20% from your target influencers
3. Instant improvement to quality and credibility of events with influencers present and contributing to event content
4. Up to 5 x increase in your content shares and leads
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Expected Pilot Results after 6 months
Expected Program Outcomes
1. 500%+ increase in social engagement from influencer community to your employees / brand handle
2. Increase in brand awareness by 20% from your influencer community
3. 10 Influencers attending events and aligned brand / influencer content calendar
4. 2 x Influencer Generated Content blog posts
10 Influencer
Advocates
1 Relationship Manager
50 InfluencerRelationships
32
Program Consolidation 6-12 months
Expected Program Outcomes
1. Maintain 500%+ increase in
social engagement from
influencer community to your
employees / brand handle
2. Maintain increase in brand
awareness by 20% from your
influencer community
3. 15 Influencer Advocates
speaking on panels, engaging
w/ employees & interacting
with your content
4. 4 x Influencer Generated
Content
15 Influencer
Advocates
1 Relationship Manager
50 InfluencerRelationships
+ 2 Relationship Managers
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Influencer Management team to act as
a central hub and consolidator of
influencer activities1. Connect activities to demand gen 2. Enable Regional / Country leads to run always-on influencer programs3. Manage and develop influencer relationships4. Drive Spokesperson Engagement5. Connect Employee Advocacy program to influencers6. Involve influencers in content generation7. Invite influencers to events8. Influencer-led brand & market insights9. Facilitate alignment between internal
teams
Roles & Responsibilities1. Influencer Relationship Managers2. Country Community Manager Leads3. Employee Advocates
Individual Country or Business Unit (BU)
Central Influencer Management Team
PR / AREmployee advocacy
Social Media Marketing
Demand Gen
Brand /Insights
Campaigns & Content
Generation
Influencer Relations to drive all marketing & comms activity
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Influencer Relations Maturity Model – Connected to Advocacy
AdvocacyAmplificationConnectedUnengaged
Where most brands
are now in 2018
Where most brands
will be in 2025
I know some but not all of our market influencers
I don’t have the time or resource to engage with influencers
I don’t know how to measureinfluencer engagement
I do not have an official influencer relations program
I create content on my owned media channels and run paid search & traditional PPC campaigns
I know my market influencers and engage with them periodically
I am not sure how to best engage my influencers
I have a few subject matter experts or spokespeople who are engaging with market influencers on social
I have a few social media vanity metrics for measurement but these aren’t really demonstrating success
I need more internal resource to boost influencer engagement
I have an always-on influencer relations program
I have employees throughout the company engaging with or key influencers on their specialist subjects
Influencers are starting to share our content and engage with us
I need more effective measurementto increase program investment
I struggle to structure and scale my influencer relations activity
Influencers are a key part of my marketing & comms strategy
We have a regular calendar of influencer activity and events
Our program employee advocates areengaging with their target influencers and driving greater awareness and engagement from the community
Influencer Generated content is at the heart of our content strategy
We could turn to our influencers for help defending our brand in times of crisis
RELATIONSHIP
LED
BRAND
FOCUSED
