Social media influencer marketing a framework for success - michelle goodall

Smart ideas. Big changes. © Michelle Goodall 2016

Social media influencer marketing – a framework for success. Michelle Goodall

@greenwellys

linkedin.com/michellegoodall

Who am I? Michelle Goodall (@greenwellys)!18 years digital consultant. MCIPR, Innovation in Communications Panel founder member, Author, Econsultancy trainer and consultant. Help organisations transform in digital world. BBC, London2012, Direct Line, US Embassy etc. “absolutely brilliant to work with - highly professional, but also great fun” “a leading digital marketing speaker and consultant”

Copyright © Michelle Goodall

What’s this all about?

•  Define social media influence#•  Share some examples to help spark some ideas#•  Prompt you to think about how social media

influencer marketing could work for you#•  7 categories of social media influencer #•  11 rules framework to help you make it happen#


What is influence?

“You have been influenced when you think in a way you wouldn’t otherwise have thought, or do something you wouldn’t otherwise have done.” Philip Sheldrake - The Business of Influence


What is social media influencer marketing? Identifying and working with people who can spread your message in their social networks:#1.  To reach existing or new

audiences#2.  To make them think, feel or do

something #3.  With some measurable

business building outcome#


Why it’s important?

1.  Diminishing tolerance of ads22% of UK adults using adblockers (IAB)#

2.  Social media a “media time suck” 16 – 24s spend 6-7hrs a day online, 1.5hrs on social media (OFCOM)#

3.  Changes in influence – “the inversion of trust”#


Its big business

Copyright © Michelle Goodall Source: Economist

Understanding changes in influence

Copyright © Michelle Goodall Source: Edelman’s Barometer of Trust

“A person like yourself”


Myths about influencer marketing

•  Free •  Prohibitively expensive for small brands •  Doesn’t work in B2B •  “Jumped the shark”


Categories of social media influencer

7 Categories of social media influencer 1. Celebrity

2. Professional Top Tier

3. Professional Power Middle

4. Mid-Tier

5. Micro influencers

6. Customer Advocates

7. Staff Advocates


Celebrity influencers Celebrity influencers


Celebrity influencers


Professional top-tier social media influencers

Professional top tier social media influencers


Professional power-middle social media influencers


Mid-tier social media influencers


Micro influencers


Micro influencers

Micro influencers Copyright © Michelle Goodall

Customer advocates


Customer advocates


Customer advocates Copyright © Michelle Goodall

Long Tall Sally – good example of a campaign based approach to Customer Advocates 40th anniversary photo shoot with loyal customers

Staff advocates


11 golden rules – a framework for social media influencer marketing

•  Define influencer marketing your brand/organisation

•  Which blend of influencers could would best for you?

•  Who funds/manages/measures?

•  Agency or direct relationships?

•  Are you building long or short term relationships?

•  Who manages the agile opportunities (Chewbacca Mom)?

“ focus on creating mutual value for all 3 parties: Advertiser – Influencer – Audience” Michelle Goodall

Rule 1: Clarity


“unique and cannot be replicated by a media buy or any above-the-line campaign.

It’s a dialogue that is an essential part of the advocacy process and one that should be viewed by any smart PR and communications agency or brand as rare and precious.”

Dom Smales – Gleam Futures (PR Week)

“

Rule 1: Clarity


Define which organisational and departmental objectives your activity supports. Align with or set specific objectives and KPIs.

Influencer marketing can support:

1.  Sales

2.  Product development/innovation

3.  Brand - awareness/share of voice/messaging/sentiment/reputation

4.  Market research/insight

5.  The Employer Brand

Rule 2: Reality



•  Due diligence required

•  Do we fit? Do we share similar values?

•  Will there be any nasty surprises further down the line?

“It’s not just about money. We have to do as much research as the brands who approach us. The wrong tie-up could have a devastating impact for us.” Professional Top Tier Influencer

“It’s so much more important that they share our values than reach an extra few thousand people. We want relationships that last, with people we like to work with.” Marketing Director – Fashion/Beauty Brand

Rule 3: Parity


Does Sharon Osborne really shop in Asda?


Vs the reality of shopping and baking with kids…


•  Ensure that social media influencer marketing is not siloed – consistent messaging

•  Maximise value from social influencers – offline content/internal comms etc.

“We’ve learnt that whatever we do with influencers, it has to be carefully integrated across all our communication platforms. That gives us the biggest ROI and the greatest clarity of message.

It wouldn’t work for us to be talking about one thing on social media, something else on TV and something else on PR.” Joanna Kinloch – Head of PR and Internal Comms – Tesco Mobile

Rule 4: Integration





Results

•  >53 million reach for campaign#•  >1.2 million views of influencer video content#•  Longevity of content linking to and on Tesco Mobile

hub#•  Measurable brand metrics#•  Consistent messaging through all channels#•  Reaches and impacts 3 distinct target audiences#


“It’s essential for us to understand who are they actually influencing. Once we have a clear overview of who they influence and who they’re influenced by, it helps determine if they’re a good fit for us.” Ruxandra Mindruta – Influencer Manager - Brandwatch

Rule 5: Nuance and niches


Rule 5: Nuances and niches


Case Study

•  Brandwatch used own analytics tools to identify 40 influencers, both US and UK#

•  Top Trumps cards designed and sent to influencers to kickstart relationship#

•  10m impressions, 400 social posts#•  Reached and started relationship with

very important global influencers#


Case Study

•  Sustained, managed influencer programme#

•  Event invitations#•  Early product views/access to

analysts#•  Webinars, Blabs#•  #Asktheexpert blog

content #


Most social media influencer research done manually according - Econsultancy / Fashion & Beauty Monitor survey.

Identifying and selecting influencers

Tools like Fashion and Beauty Monitor, Brandwatch, Traackr make it easier, but offer different data. Who they influence, Influencer Type, Category, Past brand partnerships, reach, rates etc.


Always an issue in social. New channels = new challenges. $440 buys 50,000 followers, 5,000 likes and 500 comments!

Fake followers/ engagement?

Commercial tools provide security. Check for spammy Instagram accounts <2% engagement rate speed of likes (level off at 5 mins) types of accounts liking/following (lots of numbers, private/child accounts, different language, spammy posts etc.)


Minefield of platforms. Best provide – analytics, IP transfer and ongoing quality review of influencers. Useful if short on time/resource. However, you do risk lack of control.

Quantity over quality.

Automating influencer marketing?


•  Revisit objectives

•  What’s your allowable CPA/CPE/CPC for the outcomes you want from influencer marketing?

•  What is an equivalent media spend to reach similar audience?

•  What's the cost to achieve those objectives via other mediums/channels

•  What’s the cost to create your own content?

•  Set budgets and plan with this in mind - don't undervalue (or overvalue) influencers

Rule 6: State its worth


“Our industry is well ahead of many sectors. But big names have made it hard for the mid-tier bloggers to get a foothold. Unscrupulous mid-tier bloggers are swelling themselves with fake followers/likes and are charging astronomical prices. Bottom line is that I’ve got to show sufficient ROI on £7k for an Instagram post, so we’re targeting emerging, niche, interesting influencers.” Head of Marketing/Comms – Fashion Brand


I$ it all about the money, money, money? •  69.7% of influencers prefer payment for placement •  Many use affiliate programs and look for blended deals with advertisers •  Some 3rd party platforms provide “Pay per engagement or Pay per view” - modified

version of PPC - pay the influencer rather than Google •  Some accept product or experience in return for review/coverage - a more traditional

PR approach •  Many value intangible compensation e.g.

•  Strengthen their status as opinion leaders by association •  Increase their reach •  Improve their content quality •  Shape or evolve their own image •  VIP – provide access to people, information, events etc.


•  Talk to them! Be fair….look at your allowable CPA/CPE/CPC or equivalent media spend “rare and precious” (i.e. don’t take the p!$$ but don’t be duped)

•  Many Fashion Beauty Monitor influencers on their database provide guide rates – most open to discussion

•  Explore different types of value: affiliate/commission, early doors views on new features (b2b), meeting the talent, experiences etc.

•  Remember, influencers are very well connected and talk to each other!

Rule 7: WIIFM?



•  Ensure you’ve done your research – make your email/message personalized and to the point.

•  Contact them first on their platform of choice - Are they most active on LinkedIn, Twitter, or is email their preferred means of getting in touch?

•  Put a premium on their needs first “what’s in for them (WIIFM)” not your own requirements and expectations.

Contacting influencers


•  PR approach •  Gifting •  Competitions and Giveaways •  Events •  Sponsored blog posts •  Sponsored social media posts •  Guest blogging •  Influencer takeover •  Advertising or Affiliate Partnership •  Brand endorsement/ambassador •  Creative collaborator

Possible Models for collaboration


•  A lot of control!

•  Work with influencers on ideas – they know their audience, nuances of each platform, how social connects, content formats, episodic content, story arcs, hidden platform features etc.

•  Often more creative and better at social content/platforms than you or your agencies – for some, it’s their full time job!

Rule 8: Relinquish


•  Understand laws of ‘payment and control’ - ensure you and your influencers adhere to it

•  Different laws for different countries. UK regulated by ASA’s CAP Code and Consumer Protection Regulations http://bit.ly/capcodeFOM

•  60 consumer protection organisations ICPEN - http://bit.ly/ICPENDMX

•  Ireland’s ASAI provides clear guidelines - http://bit.ly/ASAIDMX

•  Professional influencers are excellent and understand differences between advertising, advertorial, product placement and free items

•  Mid Tier/Micro often flaunt law = reputational and legal risk for brands

Rule 9: Regulate



Nope!

No #ad #spon #sp


Yes!

•  Align to your objectives

•  Use combination of measurement tools

•  Qual – surveys, sentiment analysis (comments), brand perception etc.

•  Quant – Campaign UTMs/tags, conversion pixels, discount codes

•  Influencer metrics – platform metrics

•  Measurement frameworks to bring paid, owned and earned media

Exposure – Engagement – Influence – Impact - Advocacy

Rule 10: Measure


As platforms and influence evolves, so should you:

•  Embed tracking pixels into content and use data capture mechanism on site. Retarget with display, Facebook and Twitter ads.

•  Try to isolate and attribute non referral traffic or search spikes (offline PR as well as influencer activity)

•  If views are higher than average, promote influencer’s content on premium publisher sites.

Rule 11: Iterate, Iterate, Iterate


•  Ensure you/influencers are sharing their articles across multiple platforms – consider support via paid advertising

•  Repurpose snippets of influencers content on Instagram, Twitter, Facebook, Slideshare etc.

•  Provide discount codes and ‘comment to buy’ features in Snapchat and Instagram

Rule 11: Iterate, Iterate, Iterate


Seek the perfect influencer •  Creative - Can put the right words into

the right people’s ears/eyes/devices#•  Credible – right for your brand,

connected to the right audiences#•  Adds value - access to their creativity/

knowledge and influence network, not just their audience #

•  Honest – willing to challenge you and build on your campaigns#


Take outs 7 categories of social media influencer#Celebrity - Professional Top Tier - Professional Power Middle - Mid-Tier – Micro - Customer Advocates – Staff Advocates

11 golden rules to follow Clarity Reality Parity

Integration

Nuances and Niches State its Worth WIIFM Relinquish

Regulate Measure Iterate, Iterate, Iterate Copyright © Michelle Goodall

Image credits

#•  Sweaty Betty#•  Sport England#•  Dr Sue Black #•  The Do Lectures#•  YCN.org#•  ReallyRee/Fleur de Force#•  Thanks to: Tesco Mobile, Direct Line, Pai Skincare, Brandwatch#


Smart ideas. Big changes. © Michelle Goodall 2016

Social media influencer marketing - a framework for success. Michelle Goodall

@greenwellys

linkedin.com/michellegoodall