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www.augure.com | Blog. blog.augure.com | : @augureRepMgmt Webinar Building an effective Influencer Marketing Strategy April 8, 2014 @augureRepMgmt #InfluenceMarketing

Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

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Page 1: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

www.augure.com | Blog. blog.augure.com | : @augureRepMgmt

Webinar

Building an effective Influencer Marketing Strategy

April 8, 2014

@augureRepMgmt#InfluenceMarketing

Page 2: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

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.

Page 3: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

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’

Page 4: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

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’

Page 5: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

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’

Page 6: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

6www.augure.comPresentation Title

Focus groups with PR and marketing practitioners, Influencers, …

Page 7: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

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

Page 8: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

www.augure.com | Blog. blog.augure.com | : @augureFR

Identify your influencers… and get to know them before you

engage!

1st challenge

Page 9: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

9www.augure.comPresentation Title

Who are they?

Page 10: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

10www.augure.comPresentation Title

Influence?

Popularity High Klout Score

Some common mistakes

or

=

Page 11: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

11www.augure.comPresentation Title

Reach vs Affinity

Page 12: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

12www.augure.comPresentation Title

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

Page 13: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

13www.augure.comPresentation Title

Start from the influencer you know and find those who write on the

same topics

Identify influencers according to their affinity

Page 14: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

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?

Page 15: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

15www.augure.comPresentation Title

Stay connected

Keep in touch with your influencers daily updates

Page 16: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

www.augure.com | Blog. blog.augure.com | : @augureFR

Build a long-term relationship with your influencers

from awareness to collaboration

2nd challenge

Page 17: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

17www.augure.comPresentation Title

What do influencers really value from brands?

Page 18: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

18www.augure.comPresentation Title

Start by sharing your contents…

Track what works… and what doesn’t

Share your stories on every channel

Page 19: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

19www.augure.comPresentation Title

Share experiences

Organize events, webinars…

Let them test your product

Page 20: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

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

Page 21: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

www.augure.com | Blog. blog.augure.com | : @augureFR

Measure your resultsand leverage the business value of

your influencers

3rd challenge

Page 22: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

22www.augure.comPresentation Title

Reach

Keep in touch with your influencers daily updates

Page 23: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

23www.augure.comPresentation Title

Resonance

Page 24: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

24www.augure.comPresentation Title

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

Page 25: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

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’

Page 26: Building an effective Influencer Marketing Strategy. Webinar Augure-Forrester

AUGURE SPAINC/ Orense 25 28020 Madrid- www.augure.com

www.augure.com

blog.augure.com

@augurespain

Thank you!