INFLUENCEMARKETINGThink TankKarla FerrerOctober, 2016

OK BUT… WHAT IS IT?

WHY?The first approach to that theory comes from a

communication classic, The People´s Choice (Lazarsfeld and Katz), a 1940 study on political communication that was also known as Multistep flow model, that claims that

the majority of people are influenced by secondhand information and opinion leaders

INFLUENCER MARKETING DERIVES ITS VALUE FROM 3 SOURCES: Social reach: Influencers are able to reach millions of consumers through

their social channels and blogs. Original content: Influencers produce original, and oftentimes effective,

marketing content for the brand. Consumer trust: Influencers maintain strong relationships with their

audience, who have a certain level of trust in the influencer’s opinions

ALSO KNOWN AS ADVOCACY

Can work positively

AND

Negatively

TWO SUB-PRACTICES earned influencer marketing paid influencer marketing

Unpaid or preexisting relationships with influencers or third party content that is promoted by the influencer to

further their own personal social growth

Sponsorship, Event recommendations,

HOW TO MEASURE? The value that influencer marketing creates can be measured in multiple

ways. Some marketers measure

Earned Media Value (EMV) (vs to Paid Media)

Impressions

Cost Per Action (CPA).

INFLUENCER MARKETING DERIVES ITS VALUE FROM 3 SOURCES: Social reach:

Influencers are able to reach millions of consumers through their social channels and blogs.

Original content: Influencers produce original, and oftentimes effective, marketing content for the brand.

Consumer trust: Influencers maintain strong relationships with their audience, who have a certain level of trust in the influencer’s opinions.

METHOD: Identifying influencers, and ranking them in order of importance.

(Journalists, Analysts, Academics, Consultants, Geeks in your specific sector)

Marketing to influencers, to increase awareness of the firm within the influencer community

Marketing through influencers, using influencers to increase market awareness of the firm amongst target markets

Marketing with influencers, turning influencers into advocates of the firm.

SOCIAL MEDIA VS TRADITIONAL MEDIA & INFLUENCERS In the B2C Market Cosumers look at other consumers to inform their

purchasing decisions. They look at their favourite personalities and follow them in youtube, Instagram, snapchat to know more about them and copy/follow their preferences.

The crucial question is: is in B2B that important?

REFERENCES https://en.wikipedia.org/wiki/Influencer_marketing ^ http://www.adweek.com/socialtimes/10-reasons-why-influencer-marketing-is-the-next-big-thing/623407 ^ Jump up to: a b c d e f Brown, Duncan and Hayes, Nick. Influencer Marketing: Who really influences your customers?,

Butterworth-Heinemann, 2008 Jump up ^ Cialdini, Robert. Influence: Science and Practice, Allyn and Bacon, 2001 Jump up ^ Reichheld, Fred. The Ultimate Question: Driving Good Profits and True Growth, Harvard Business School

Press, 2006 Jump up ^

http://www.forbes.com/sites/johnhall/2016/04/17/the-influencer-marketing-gold-rush-is-coming-are-you-prepared/#1e6ae60d2964

Jump up ^ Peck, Helen, Payne, Adrian, Christopher, Martin and Clark, Moira. Relationship Marketing: Strategy and Implementation, Butterworth-Heinemann, 1999

^ Jump up to: a b Keller, Ed and Berry, Jon. The Influentials, Free Press, 2003 Jump up ^ Russ, Henneberry. "How to Find Influential People With Social Media". Social Media Examiner. Retrieved

22 February 2015.  Jump up ^ Barry, James (2014). 4 Archetypes of Top Social Media Influencers Jump up ^ Reichheld, Fred. The Ultimate Question: Driving Good Profits and True Growth, Harvard Business School

Press, 2006

REFERENCES (2) ^ Razorfish Report Jump up ^ "McKinsey: The Consumer Decision Journey". Mckinseyquarterly.com. 2013-03-13. Retrieved 2013-04-

29.  Jump up ^ [Carl, W. J. (2006). What’s all the buzz about? Everyday communication and the relational basis of

word-of-mouth and buzz marketing practices. Management Communication Quarterly, 19(4), 601-634.] Jump up ^ Elliot, Nate (2009-09-30). "Using Social Media To Create And Amplify Offline Influence". Retrieved

2014-01-30.  Jump up ^ Speyer, Michael. Identifying IT Buyers’ Hidden Influencers: Finding And Nurturing Your Brand Presence

Beyond Your Formal Channels, Forrester Research, 2007 Jump up ^ Gillin, Paul; Moore, Geoffrey A. (2009-05-01).

The New Influencers: A Marketer's Guide to the New Social Media. Quill Driver Books, U.S. ISBN 9781884956942.  Jump up ^ "Introducing the Influencer Marketing Technology Landscape". Marketing Land. Retrieved 14 July

2016.  Jump up ^ "The State of Influencer Marketing" (PDF). Interactive Advertising Bureau. IAB. Retrieved 7 July 2016.  Jump up ^ Talavera, Misha. "The Complete Guide to Influencer Marketing". AdWeek. SocialTimes. Retrieved 5 July

2016.