Successfully Add Influencer

Marketing to Your 2014 Strategy

Crosby Noricks, PR Couture @prcouture

Lisa Denten, Social Media Manager @cision

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How to participate today

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Hi, I’m Crosby

I’m a Fashion Marketing Strategist,

Blogger, Author, Workshop holder and

sometimes Irish Dancer

I’m the founder of @PRCouture – a

digital resource for Fashion brands,

publicists and PR students. We have

an agency directory, job board and

tons of free content about PR,

marketing and social media.

After 10+ years in Digital PR/Social

Media, these days I work with creative

entrepreneurs and brands through

Brand Elixir sessions, day-long

strategy sessions that result in a

potent mix of brand copy and

campaign development.

Section DividerThe Basics

55

What Are Influencers?

Influencers are everywhere and are not bound by employment

with a traditional news source

Ability to cover news faster than many traditional news sources

Can reach new audiences that you aren’t currently targeting

66

“We’re looking for influencers within every

marketplace, who are the people who help

influence decision-makers within that

community.”

- Keith Belling, CEO, Popchips

Section DividerTypes of Influencers

88

3 Types of Influencers

Brand Advocates

Social Influencers

Employees & Partners

Finding the right influencers for your marketing activities starts by

developing a deep understanding of your customers’ needs, goals

and aspirations.

Section DividerBrand Advocates

1010

Brand Advocates

Already enthusiastic supporters of your brand

Emotionally invested in your brand story and mission

Engage in word-of-mouth marketing both on and offline

Are motivated by a desire to help others, demonstrate

knowledge

Don’t need an incentive to talk up their favorite brands

Often have had a brand experience that catalyzed their

advocacy (customer service, nostalgia, cause)

1111

Turn to Brand Advocates

for ongoing programs to

drive actions & sales

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How to Identify Brand Advocates

Net Promoter Score

Segmented Emails, Refer-a-Friend

Social Media Listening

Referral Links & Reviews

Repeat customers

Capture repeat site visitors, long time spent on site

1313

Example: Rubio’s

1414

People StyleWatch

Section DividerSocial Influencers

1616

Social Influencers

Have a large online/offline audience

Are typically are less committed than brand advocates

Are motivated by opportunities to grow their audience and

visibility

Most often require incentive to talk about a brand or product

1717

Turn to Social Influencers

for short-term campaigns

to drive conversation &

awareness

1818

Example: #MKTimeless

1919

Example: Sutter Home/Good Girls

2020

How to Identify Social Influencers

Cision Blogger Lists and Influencer Search

Blogger networks

Site and Social Audience Metrics

Social media monitoring

Community managers

Thought leaders

Complementary Verticals

Natural tie-in – proximity, hobbies, lifestyle, values

2121

Social Influencer Search

Section DividerEmployees &

Partners

2323

Employees & Partners

Are highly engaged

Believe in the value of their work

Will proactively promote and defend the brand

Have in-depth expertise in their area

Can wield external influence through branded content, events,

recruitment, promotions and social media

Can wield internal influence by working on new products,

solutions, championing company direction and information

share

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How to Identify Employee Influencers

Internal surveys

Peer recommendations

Create employee-led committees

Social analysis

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“… influencers can transfer the trust they have

built with their community to the brands they

choose to support.”

- Daniel Newman, The Millenial CEO

Section DividerDeveloping a

Strategy

2727

3 Steps to Influencer Marketing

1) Identify Audience Needs

2) Create a customer journey map

3) Activate influencers through flexible, fun and

simple programs

2828

Influencer Opportunities

Content Creation

Product Trials

Exclusive Content

Early Access

Open Dialogue

Social Takeovers

15-minutes of Fame

Gamification/Rewards

2929

Challenges with Influencer Marketing

Requires joint effort among multiple departments (PR,

Marketing, Customer Service, Social)

Might require foundational adjustments in company policies –

access, transparency, empowered customer service

Not just a dream up and do – campaigns require clear policies,

plans for approvals and legal contracts

Requires doing or sharing something worth talking about

3030

Leading Questions

What is worth talking about?

What do we stand for?

Who are our people/tribe?

What possibilities does our brand allow for?

What experiences does our brand create?

How does our brand tangibly improve lives?

We want to live in a world where ______

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Key Takeaways

Identify what your audience already cares about

and create opportunities to advocate for those

interests

Inspire a movement among advocates, not just a

campaign for numbers

Create experiences worth sharing, rather than

expectations of coverage

Invest in the user experience – click and go

content, images, social promotion

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“True influence isn’t about reach or numbers,

it’s about impacting relationships through

passion, relevance and trust.”

- Ekaterina Walker, Branderati

STAY CONNECTED

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CROSBY@PRCOUTURE.COM

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Sources

• http://www.forbes.com/sites/meghancasserly/2013/02/06/influencer-

marketing-how-your-business-can-benefit-from-popchips-secret-

recipe/

• http://www.convinceandconvert.com/social-media-

infographics/social-media-influencers-versus-brand-advocates-

infographic/

• http://www.huffingtonpost.com/mark-fidelman/the-10-best-influencer-

ma_b_4098892.html

• http://appinions.com/2013/12/leveraging-employee-

influence/#sthash.KfLSTP47.dpuf

• http://www.forbes.com/sites/onmarketing/2014/02/11/brands-

choose-influencers-and-advocates-wisely/

• http://online.wsj.com/news/articles/SB100014240527023038745045

79375313680290816

• http://www.toprankblog.com/2013/01/engaged-employees-brand-

advocates/

• http://www.slideshare.net/CompensationInsider/influencers-of-

employee-commitment

Questions?