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INFLUENCER MARKETINGSURVEY
USE CASES - OPPORTUNITIES - CHALLENGES - TOOLS
“INFLUENCER MARKETING SURVEY
This October 2015 survey highlights findings from Onalytica’s focus groups and consultations with 100 Marketing Directors, Heads of Social Media, Communication & PR Professionals. Discussions were centred around the topic of Influencer Marketing, its use cases, opportunities, challenges and tools used.
EMPLOYEE ADVOCACY
LEAD GEN
BRAND AWARENESS
BRAND ADVOCACY
CUSTOMER RETENTION
LEAD NURTURING
USE CASES
(TOP OF FUNNEL)
THOUGHT LEADERSHIP
SOCIAL SELLINGWEBSITE TRAFFIC
COMMUNITY ENGAGEMENT
OPPORTUNITIESsource:McKinsey
Generates 3x more “word-of-mouth”
messages
WORD OF MOUTHCan increase brand market share by as
much as 10%
MARKET SHARE
Generates 2x the sales of paid advertising
SALES
£
Results in recommendations up to 50x more likely
to trigger a purchase
RECOMMENDATIONS
CHALLENGES
Limited API feeds from Instagram, LinkedIn
and Facebook
DATA ACCESS
BrandProduct Category
Hot Topics
INFLUENCER IDENTIFICATION
Creating valueproposition
EDUCATING SENIOR MANAGEMENT
To a largenumber
of influencers
PERSONALISED OUTREACH
KEY CONSIDERATIONS FOR DIFFERENT ROLES...
How do digital influencers influence the Tier 1 media?How can these influencers drive earned media attention?How can we best build 1-to-1 relationships?
MARKETING
How can we manage influencers at scale?What social channels are most effective for engagement?Should we run organic vs. paid engagement?
Who can we co-create content with?How can we align content to different influencer groups?What are the audience demographics of each influencer?
COMMS & PR
DIGITAL & SOCIAL MEDIA
...AND FOR DIFFERENT ORGANISATIONS
AGENCIES
LARGE CORPORATES
CHARITIES & ASSOCIATIONS
Influencer identification less of an issue with access to agency resource. How should we best structure workflow through multiple PR/digital agencies? What are influencers’ expectations? Paid/Organic/Managed by agent?
How can we prioritise engagement with minimal resource & capacity to react? How can we align different messages to multiple influencer groups? Lack of content to generate influencer engagement
How can we build value proposition of influencer engagement for our clients? What are the best tool sets to use? How can we run cost-effective influencer relations and ensure we are not over-servicing clients?
Tier 2 Influencers “Power Middle”
Who influences your core influencers? Agent managed?
Organic vs. Paid?
In-depth influencer profiles
Influence is contextual
Focus on depth and credibility of networksForget about social scores
what is their media influence?
INFLUENCERIDENTIFICATION
and
KEY CONNECTORS
INFLUENCER ENGAGEMENT REGULAR
TOUCH POINTS
use online to driveoffline relationships long
lasting relationships
USE ENGAGEMENT/COST OF INTERACTION AS MEASUREMENT CRITERIA
KEEP IT SIMPLE
And...
SOCIAL CHANNELS
Most used channel,ideal for relationship
building
TWITTERIdeal for content-led
influencermarketing
BLOGS
Strong presenceof niche topics
groups
Limited data access,not ideal for B2B
influencer relations
Lead channel forsocial content
creation
VIDEOS
Overtaking Twitter incelebrity and life-
style
SHIFT IN TOOLSET
CustomerAdvocacyPlatforms
EmployeeAdvocacyPlatforms
CategoryInfluencerPlatforms
Excel
Twitter ToolsHootsuiteTweetdeck
Social ListeningRadian6SysomosBrandwatch
20152014
Source: Forrester, 2015
COPYRIGHT ONALYTICA 2015WWW.ONALYTICA.COM
Influencer Identification
Influencer Relationship ManagementInfluencer Mapping IRM Software Insights Reporting
