how to integrate influencer marketing into your marketing mix

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“How To Integrate Influencer Marketing into your Marketing Mix

- Business Case, Engagement Models and Measuring Success”

Influencer Relationship Management

Tim Williams, CEO@williamstim@onalytica

ONALYTICAStarted in 2009, Based in London

Influencer Marketing Software

Influencer Mapping Reports

Professional Services & Consultancy

100K+ Social Influencer Community

Michael Birch Paul Birch

Bebo Founders & Onalytica Investors

The Modern Buyer’s Journey – Challenge or Opportunity?

Source: Lori Wizdo, Forrester

This product is A-MAZE-

ing!

I’ve already made up my

mind!

67% of buying research is done online – Forrester

An average person is served1,700

banner Ads each month

- Neilsen

The average

click through

rate is only 0.1%

- Neilsen

Ad blocking grew by

40% in the last 12 months

- Econsultancy

Advertising is not working anymore

INFLUENCER MARKETING IS PART OF

THE SOLUTION

“Influencer marketing is the practice of marketing to people who

influence your target market’s buying decisions and increase

conversion rate with your target market”

6.2% of key influencers are responsible for 80% of the influence in social media

– Forrester

KEY INFLUENCER

S

40% 80% 10% MARKET REACH

1st Degree Network

2nd Degree Network

3rd Degree Network

USE CASES

CUSTOMER RETENTION

COMMUNITY ENGAGEMENT

LEAD NURTURINGBRAND ADVOCACY

THOUGHT LEADERSHIP LEAD GENERATION

SOCIAL SELLINGWEBSITE TRAFFIC

BRAND AWARENESS EMPLOYEE ADVOCACY

GENERATES 2x THE SALES OF PAID ADVERTISINGRESULTS IN RECOMMENDATIONS 3x MORE LIKELY TO

TRIGGER A PURCHASEGENERATES 3x MORE “WORD-OF-MOUTH” MESSAGES

CAN INCREASE BRAND MARKET SHARE BY AS MUCH AS 10%

Source: McKinsey70% OF CUSTOMERS TRUST ONLINE CUSTOMER

REVIEWS 92% OF CUSTOMERS TRUST RECOMMENDATIONS FROM OTHER PEOPLE OVER BRANDED CONTENT

Source: Nielsen

Influencer Marketing – What Return Can You Expect?

START BY CARRYING OUT AN INFLUENCER MAPPING AUDIT

What does your influencer marketplace look like?

Network Maps can be built around:

• Corporate Brand • Product Category• Individual Product• Event• Thought Leadership Topic• Reputational Issue• Competitors

CelebritiesCorporate AssetsMainstream MediaBlogsGamersYouTubersThought LeadersCompetitor Assets

Politicians

Mums

Aseem Malhotra - Key InfluencerHealth Professional & Academic

Connected with Politicians, Mums , Academics & Journalists

Academics

Journalists

UK Health & Wellbeing Community Top 150 Engaged Social Influencers

Disparate Clusters

Of Influencer

s

Jamie Oliver is engaged with Journalists, Mumsnet, Academics & Politicians

Sugar Tax – Where Is The Influence Happening?

Understand The Best Approach To Engage Individual Influencers

Paid Engagement?

Organic Reach?

Influence Top Social

Connections?

Research-led Content?

WHAT ARE THE BEST

INFLUENCERENGAGEMENT

MODELS?

InfluencerMarketing

PR DISCIPLINE

1-to-1 Relationship

MARKETING MODEL

1-to-MANY Activation

Technology Can Help You Scale 1:to:1 Relationships With Multiple Influencers

Advocacy Model

CONTENTPR

ADVOCATE

Influencer Model

EXPERT

INFLUENCER

CONTENTPREXPERT CONTENT

PR

JOURNALIST

MARKET

Broadcast Model

TARGET AUDIENCE

MESSAGE CONTROL

HIGHMEDIU

MLOW

TRUSTEDMESSENGER

SOCIAL SELLING

BRAND AMBASSADOR PR MARKETING EMPLOYEE

ADVOCACY

SMEs

TARGETINFLUENCERS

Sales Execs

TargetAccounts

SeniorManagement

Media Trained Spokespeople Topical Experts Employees

Tier 1 Thought Leaders

Employees’ Social

NetworksTier 1 & 2 Social

InfluencersTier 1

Media & Bloggers

TARGET AUDIENCE

Model Remains the Same but the SMEs & Influencers Change

HOW TO SUCCESSFULLY

MANAGE MULTIPLE INFLUENCERS

NOT ANOTHER INFLUENCER

SPREADSHEET!

INFL

UEN

CE

VOLUME & ENGAGEABILITY

IRM CRM

INFLUENCERS CUSTOMERS

MANAGED BY PR MANAGED BY DIGITAL MARKETING

PAY TO PLAY MANAGED BY PRMANAGED BY BRAND

JOURNALISTS

THOUGHT LEADERS

HIGH-PROFILE BLOGGERS

YOUTUBERS / INSTAGRAMMERS

CELEBRITIES

BRAND / COMPETITOR ADVOCATES

TIER 2 BLOGGERS

TOPICAL COMMUNITIES

INFLUENTIAL CONSUMERS

Influencer Relationship Management (IRM) Is The New CRM For Influencers

HOW CAN YOU USE INFLUENCERS TO OPTIMISE YOUR

CONTENT MARKETING STRATEGY?

“94% of small businesses, 93% of B2Bs, and 77% of B2Cs use content marketing”

“ONLY 9% of B2B marketers consider their content marketing efforts to be “very effective.”- Content Marketing Institute

“13.4% of U.S. adults online create 80% of the content that influences people”- Forrester

STEP 1

Research topics that resonate

with your marketplace

Engaging Content

Influencer Activation

Increased Earned Media Value

STEP 2

Identify relevant

influencers toco-create and

share your content

STEP 3

Build Relationships

with influencers before

publishing

STEP 4

Publish content and outreach to

Tier 1 influencers

STEP 5

Measure performance

of content

Share Your Content With Relevant Influencers

WHAT ARE THE BEST

MEASUREMENTS OF SUCCESS?

Measurement & KPI Framework  

ACTIVITY: Volume of Social Outreach to Influencers

ENGAGEMENT: Volume of 2-way Influencer Interactions

ADVOCACY: Volume of influencer posts on brand & products

AWARENESS: Volume, Reach & Share of Voice of brand, products & campaigns

PERCEPTION: Key Message delivery & Sentiment of brand, products & campaigns

Cost of investment (COI)• Researching influencers and setting up influencer programmes• Providing free product samples to target influencers and end target

audience• Time / Resource on Social Media Outreach• Content creation• Roundtable influencer events

Return on Investment (ROI)• Increase in Earned Media Value and Reach• Increase in Influencer Engagement• Improved Sentiment and Perception• Increase in Brand / Product Advocates• Increase in Site Traffic• Up to 10x Brand Awareness (average 3-5 times)

Increase in purchase consideration and SALES

How to determine ROI?

5 TIPS ON HOW TO RUN INFLUENCER

PROGRAMMES

1) Translate Business objectives into Influencer Marketing KPIs

(Example KPIs)Business Objective Influencer Marketing

KPI 1Influencer Marketing KPI 2

Increase Sales Increase engagement on social with target accounts

Turn prospects into Brand Advocates

Generate more leads 5% increase in social referred site traffic to content hub

Target number of influencer posts containing content hub URL

Improve Brand Reputation

Target number of influencer posts containing key brand messages

Increase in positive brand sentiment

Improve Thought leadership

Co-create content with 5 social influencers

Create 20 Brand Advocates on a key industry topic

Drive Awareness of Product Launch

Target number of influencer posts containing product mentions

Target number of influencer posts containing product URL

2) Agree Internal Definition of Your Target Influencer

Engagement – Driving engagement through 1st, 2nd and 3rd degree social networks in key topical contexts

Social Reach – over 5000 followers or subscribers on Twitter / Instagram / YouTube

Relevance – Posting relevant content around your brand, competitor brands, product categories or thought leadership topics

Location – Based in markets where you are seeking to influence OR has demonstrable influence over these markets

Influencer Type – Journalist, Blogger, Mum, Academic, Business leader, Decision Maker, Consumer etc.

3) Identify your internal SMEs & train them in Social

4) Create Your Own Working Engagement Model

5) Experiment, Learn and Improve

1) TRANSLATE BUSINESS OBJECTIVES INTO INFLUENCER MARKETING OBJECTIVES

2) AGREE INTERNAL DEFINITION OF YOUR TARGET INFLUENCER

3) IDENTIFY YOUR SMEs & TRAIN THEM IN SOCIAL

4) CREATE YOUR OWN WORKING ENGAGEMENT MODEL

5) EXPERIMENT, LEARN AND IMPROVE

Tim Williams, CEO@williamstim@onalytica

www.onalytica.comhttp://content.onalytica.com/

http://community.onalytica.com/

Come Join us to Network with other Influencer Marketing Professionals!THANK YOU!

18th May @ 6pmMarket Porter Pub

Borough MarketLondonSE1 9AA