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Report Influencer Relations

Influencer Relations 2015A Study Highlighting Current Approaches, Opportunities and Key Challenges

Report

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Report Influencer Relations

Introduction 3

Key Findings 4

Why invest in influencer relations? 7

Maximizing your influencer relations: 10the basics

Contents

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Report Influencer Relations

Influencer relations (or influencer marketing) has developed into a discipline in its own right. However, it’s clear that communications practitioners are still struggling to get the right foundations and framework in place in order to maximize activity.

LEWIS recently conducted a study with over 100 senior B2B PR, communications and marketing professionals from across EMEA. From the study, we have built a picture of current approaches, opportunities and the key challenges of influencer relations.

Introduction

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With 49% of respondents unclear on future investment, it is evident that influencer relations lacks a strategic approach in many organizations.

It’s encouraging to see that organizations do have an influencer relations program in place, and are planning further investment in the next twelve months. What is concerning however, is that there is still no clear home for the practice, but it rather seems to reside within either marketing, communications or PR for many organizations.

Whilst communications is generally becoming more global, largely because of the adoption of digital, influencer relations is still widely practiced on a regional level. This shows the gap between influencer relations and wider communications strategy.

45% have no influencer program in place. Why?

Lack of resources

Lack of knowledge on benefits of influencer relations

Not a priority for investment

*13% other

39%

28%

20%

Key Findings

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Of those with an influencer relations program...

Who owns influencer relations activity?

Why implement an influencer relations program?• Enhance the brand• Meet influential people/ networking• Customer acquisition• Impact policy• Speaker engagement

Programs are regional

Programs are global

Not sure

6%

42%

52%

Combination of marketing, comms and/or PR departments

PR department

Marketing department

*13% other

6%

42%

52%

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Key targets for influencer relations activity:

Biggest challenges of influencer relations• Engagement• Identifying the most influential people• Identifying the right forum• No clear understanding of ROI

Future investment

Main drivers for investment

Not Sure

Will increase influencer relations budget in next year

Will NOT increase influencer relations budget in next year

Shift in communications strategy

Not sure

Shown greater results than other activities

*12% other

49%

32%

27%

30%

24%

26%

Not Sure

Will increase influencer relations budget in next year

Will NOT increase influencer relations budget in next year

Shift in communications strategy

Not sure

Shown greater results than other activities

*12% other

49%

32%

27%

30%

24%

26%

MEDIA

MEMBERS OF PARLIAMENT

BLOGGERS INDUSTRYBODIES

THINK TANKS ACADEMICS

4

2

5

1

6

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The Great DivideMarketing spending & impact are out of sync

Customer behaviors have changedBuying decisions are happening outside of owned platforms & independent of a defined sales process.

vs.

Marketing SpendingGartner 2013

Customers TrustNielsen 2014

paid media

earned media

brandedcontent

ownedmedia

ads

authoritativecontent

51%

19%

20% 22%61%

61%

Awareness Consideration

Trusted SourcesInformation overload drives consumers to filter their choices to those few who are trusted.

Purchase Experience

Why invest in influencer relations?

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The power of influencer marketing3% of people generate 90% of the impact online.

Context defines who mattersInfluencers are unique to the context they operate in.

3% 90%impact

Topic

Profile Timing

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The LeadersIn terms of good influencer marketing, these companies get it right.

Social based advice has become the number one source of influence, yet brands tend to treat social platforms as another media outlet rather than leverage the opportunity they offer to build valuable relationships.

Influencer marketing is about concentrating brands’ efforts on those few individuals who will maximize the impact of engagement because they have the capability to shift opinions and behaviours within their community.

Media relations are increasingly incorporating social media influencers into their traditional outreach. Developing specific programs for those stakeholders can provide a huge impact through their own channels. Influencer relations has evidently proved challenging for many brands in terms of identifying the right individuals, building relevant content and developing effective engagement plans. However, best practices are now emerging based on long-term and successful relationship programs that focus on collaboration and shared value for influencers and brands alike.

Nicolas Chabot, VP EMEA, Traackr

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Tech

IBM P&G Asos Ford SAP Sanofi

Consumer Retail Automotive Tech Healthcare

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1. Develop a clear strategy aligned with your business objectives and goals. Do you want to implement an influencer relations strategy to raise brand awareness? Acquire new customers? Enhance your brand reputation?

2. Ensure your influencer relations activity is owned by the relevant team within your organization for maximum results and integration with your overall marketing communications strategy.

3. Develop audience personas to understand your audience and their motivations. From there, you can identify your target influencers based on aligned interests and who impacts how your audience discovers, evaluates and, ultimately, makes that purchase decision.

4. Monitor your target influencers closely to identify opportunities to interact, engage and collaborate with them. What content are they creating and sharing? What topics do they cover? How do they engage online? What questions are their audiences asking them?

5. Measure your results and refine your strategy and tactics accordingly. Track how your influencer relationships are progressing and how this is translating into tangible actions (visits, introductions, mentions, leads). Learn and iterate.

Maximizing your influencer relations: the basics

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