10/22/2016

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ExperienceThe Power of Influencers

John Foley, Jr. and Samantha Lake

Tweet YOUR Takeaways

Use the hashtag #PRSSANC

@Johnfoleyjr and @Slake03

Who Are We?

Save Questions

Take Notes

OUR PRESENTATION

Tweet

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What is Influencer Marketing

“Influencer Marketing is the practice of marketing to people who influence your target market’s buying decisions and increase conversion rates with your target market.”

of consumers trust online content from friends and family above all other forms of brand messaging.

of consumers find UGC more memorable than brand produced content.

92%

50%

53% of millennials have said UGC has influenced their purchasing decisions.

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Effective

Credible

Leverage

Holy Grail

Why Should You Care?

Market Reach

10% 40% 80%1st Degree Network 2nd Degree Network 3rd Degree Network

Key Influencers

6.2% of key influencers are

responsible for 80% of

influence in social media.

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Not Optional

Define Goals

Measurement and KPI Framework

ACTIVITY: Volume of social outreach to influencers

ENGAGEMENT: Volume of 2-way influencer interactions

ADVOCACY: Volume of influencer posts on brand, products, or organization

AWARENESS: Volume, reach, and share of voice of brand, products, and campaigns

PERCEPTION: Key message delivery and sentiment of brand, products, and campaigns

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How to Determine ROI?

Cost of Investment (COI)

Return on Investment (ROI)

• Researching influencers and setting up influencer programs• Providing free product samples to target influencers and end target audience• Time/resources on social media outreach• Content creation• Roundtable influencer events

• Increase in earned media value and reach• Increase in influencer engagement• Improved sentiment and perception• Increase in brand/product advocates• Increase in site traffic• Up to 10x brand awareness (average 3-5 times)

Increase in purchase consideration and SALES

Translating Business Objective into KPI

Business Objective KPI 1 KPI 2

Improve Brand Reputation

Target number of influencer posts containing key brand messages

Increase in positive brand sentiment

Improve ThoughtLeadership

Co-create content with five social influencers

Create 20 brand advocates on a key industry topic

Drive Awareness of Product Launch

Target number of influencer posts containing product mentions

Target number of influencer posts containing product URL

What Motivates them?

Who are the Decision Makers?

Identify their Needs

What do they Look like?

2015

2017

What can you do Better than the competition?

Create Personas

Who is YourTarget Audience

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Buyer’s Journey

Check out your competition

Ask

Social Media

Participate in groups

How Do You Find Your Target Audience?

Establish Criteria for Choosing Influencers

Engagement – Driving engagement through 1st, 2nd, and 3rd degree social networks

in key topical contexts

Social Reach – More than 5,000 followers or subscribers on Twitter/Instagram/YouTube/Snapchat

Relevance – Is posting relevant content around your brand, competitor brands,

product categories or thought leadership topics

Location – Based in markets where you are seeking to influence OR has demonstrable influence over these markets

Influencer Type – Journalist, Blogger, Academic, Business Leader, Decision Maker, Consumer, Celebrity, Athlete, etc.

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Finding Influencers

Target Audience

Trustworthy and Credible

Develop Relationships

Focus on Impactful Brand Experiences

Spreadsheet

Tools

Resources

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Creating a Plan of Action

Influencers+

Content

Social Following

Contests, Giveaways, Sweepstakes

Product Placements

Theme/Hashtags

Creative

Types of Campaigns

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Leveraging User Generated Content

Generated 1,700 pieces of UGC

Importance of Storytelling

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What Action Do You Want Your

Audience to Take?

8 Influencer Tips

#1 Know thy Influencer

#2 Value vs. all about you

#3 Slow peddle the relationship

#4 Influencers early in the planning

#5 Start engagement before the party

#6 Make it easy – Pre-write the posts for them

#7 Stay engaged – Follower, share, like and provide

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8 Influencer Tips (cont.)

#8 Utilize marketing tools• Specialty Tools

• BuzzSumo• AwarenessHUB

• Marketplaces (Pay-to-play shop for influencers)• Webfluential• Tapinfluence

• Marketing Platforms • Traackr• AwarenessHUB• GroupHigh• MarketwithMAX

Become THE Influencer