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Building an effective Influencer Marketing Strategy
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www.augure.com | Blog. blog.augure.com | : @augureRepMgmt
Webinar
Building an effective Influencer Marketing Strategy
April 8, 2014
@augureRepMgmt#InfluenceMarketing
2www.augure.comPresentation Title
Kim Celestre of Forrester research serves Marketing Leaders.
Her analysis on social trends, challenges, and best practices helps marketers create social
strategies and tactics that deliver value to their prospects and customers.
Michael JaïsCo-founder and CEO of Augure. He previously worked for Accenture, Thomson Multimedia and founded the startup Leonard’s Logic successfully sold to Hummingbird in 1999. He holds a Master degree in Economics and Finance from Science Po Paris, where he is currently giving lectures in a Master of Digital Marketing.
3www.augure.comPresentation Title
Agenda
1- From strategic planning to influencer engagement
2- The 3 main challenges of Influencer Marketing… and some tips to overtake them
3- Questions & Answers
25’.
25’.
10’
4www.augure.comPresentation Title
Agenda
1- From strategic planning to influencer engagement
2- The 3 main challenges of Influencer Marketing… and some tips to overtake them
3- Questions & Answers
25’.
25’.
10’
5www.augure.comPresentation Title
Agenda
1- From strategic planning to influencer engagement
2- The 3 main challenges of Influencer Marketing… and some tips to overtake them
3- Questions & Answers
25’.
25’.
10’
6www.augure.comPresentation Title
Focus groups with PR and marketing practitioners, Influencers, …
7www.augure.comPresentation Title
The 3 Main Challenges of Influencer Marketing (according to the Influencer Marketing status report 2014*)
61%IDENTIFYtheir influencers
56%BUILD RELATONSHIP with their influencers
44%MEASURE the outcome of their Influencer Marketing programs
* Survey conducted with 650 Marketing and PR practitioners in January 2014
www.augure.com | Blog. blog.augure.com | : @augureFR
Identify your influencers… and get to know them before you
engage!
1st challenge
9www.augure.comPresentation Title
Who are they?
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Influence?
Popularity High Klout Score
Some common mistakes
or
=
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Reach vs Affinity
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Identify key Influencers on your topicsUse keyword searches on your brand, competitors, products,
events or trending subjects
Get contextual results ranked according to AIR influence
algorithm
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Start from the influencer you know and find those who write on the
same topics
Identify influencers according to their affinity
14www.augure.comPresentation Title
Get to know them
What are his topics of interests?
How did he build his digital influence on your topics?
What are his relevant articles and posts related to your
topic?
On which channels can you engage with him?
15www.augure.comPresentation Title
Stay connected
Keep in touch with your influencers daily updates
www.augure.com | Blog. blog.augure.com | : @augureFR
Build a long-term relationship with your influencers
from awareness to collaboration
2nd challenge
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What do influencers really value from brands?
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Start by sharing your contents…
Track what works… and what doesn’t
Share your stories on every channel
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Share experiences
Organize events, webinars…
Let them test your product
20www.augure.comPresentation Title
Build sustainable relationships
Build an history of your relationship, and see how her level of engagement
with your brand is improving
www.augure.com | Blog. blog.augure.com | : @augureFR
Measure your resultsand leverage the business value of
your influencers
3rd challenge
22www.augure.comPresentation Title
Reach
Keep in touch with your influencers daily updates
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Resonance
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Analyze your influencer’s lifecycle
Identified / Targeted
Engaged
Active
Business Value / ROI ($)
Which influencer fit into my strategy?
What level of engagement does the influencer have with my brand?
How does the influencer respond?
What is influencers’ contribution to the business?
• Exposure• Share of Voice• Echo
On a given topic
• Visit company website• Download a content• Attend an event• Request a loan• ….
• Mentions my brands / products in his blog posts, tweets, …
• Backlinks to the company website, blog, social accounts…
• # sales leads generated from his refferals• Amount ($) of won opportunities
25www.augure.comPresentation Title
Agenda
1- From strategic planning to influencer engagement
2- The 3 main challenges of Influencer Marketing… and some tips to overtake them
3- Questions & Answers
25’.
25’.
10’
AUGURE SPAINC/ Orense 25 28020 Madrid- www.augure.com
www.augure.com
blog.augure.com
@augurespain
Thank you!