INFLUENCER MARKETING

Since the Social Web is powered by conversations and personalities, a Brand’s efforts must be rooted in relationship building through active participation, cultivation, and nurturing. The new social initiative must recognize the stature and influence of those influencers it is hoping to connect with as well as to fuel the sharing of the Brand’s news, activities, and events across the social graph.

When considering an Influencer Marketing program, online influencers can be efficiently identified using a series of search tools readily available, however, engaging with influencers in a meaningful way is an art and science unto itself. A Brand can not simply ‘pitch’ potential influencers or ask them to retweet, post, or comment on its activities. In social media, Brands must lead by example.

The social web is powered by the practice of ‘paying it forward’. Part of the success will require active reciprocation and recognition of those who comment on Facebook and Tweet on Twitter – to show that we are listening.

Savvy Brands understand this process is an investment. One which the investment requires time and patience with an overwhelming commitment to build a two-way dialogue. There is no ‘absolute’ way to engage with influencers. Each Brand is different and may take different approaches through experimentation to find the best strategies and tactics to produce the most desirable results. The following should help explain some of the key basics for an Influencer Marketing program, along with identifying some key ‘best practices’ for reaching key influencers. The information contained herein should only be viewed as a starting point, where continuing efforts will grow and evolve as expertise and the program matures.

PAY IT FORWARD

Influence noun [in-floo-uhns] the ability to cause

desirable and measurable actions

and outcomes

INFLUENCE

Exposure . Engagement . Influence . Action

Influencer It can help drive the social media execution.

It can be a core part of a search engine optimization strategy.

Ultimately, if done correctly, it will drive sales and position a

Brand as one of the leading experts in the field.

W h y i s an i n f l u en cer s t ra teg y so i mp o r tan t ?

INFLUENCER

There are three categories of

influencers. Each have value

for a Brand and its marketing

efforts.

Pyramid structure does have an implied hierarchy with the size of the Influencer population for each category dependent on the Brand’s market and consumer demographics.

num

ber o

f inf

luen

cers

sca

le

Social Broadcasters

Mass InfluencersMass Connectors & Mass Mavens

Potential Influencers

Source: Forrester Research

UNDERSTANDING INFLUENCERS

1-to-1: Social PR, blogger outreach

Mass: Invitation, opportunity to

express opinions

Mass: Easy sharing tools

1-to-1: Social PR, blogger outreach

Unique experiences and content, recognition

Share-worthy or customizable

content

Awareness

Awareness, consideration

Awareness

Social Broadcasters

Mass InfluencersMass Connectors & Mass Mavens

Potential Influencers

Source: Forrester Research

INFLUENCER NUANCES

Engage with Reward withMarketing

Value

Social Broadcasters

Bloggers and pundits who have wide reach and

offer an avenue for elevating awareness of

programs and products to cultivated audiences.

Influencers of this type can be categorized across

the social spectrum as A-List, magic middle, or

long-tail influencers. These influencers are

appealing because of their large followings, but

they tend to assist more with awareness than with

preference. Source: Forrester Research

SOCIAL BROADCASTERS

Mass Influencers Mass Connectors

& Mass Mavens

Dominate the online discussions about products

and are responsible for 80% of the influence

impressions and posts about products and

services in social channels.

Mass Connectors are social media users who create a

great number of impressions (influencer impressions)

about brands and services in social networks, like Twitter

and Facebook, and

Mass Mavens are individuals who create and share

content (influencer posts) about products and services in

other social channels such as YouTube, blogs, forums, or

ratings and review sites.

Source: Forrester Research

MASS INFLUENCERS

Potential Influencers

The vast majority of social media users who have

modest networks rich with trust. They are

consumers who have networks comprised largely

of people they know offline and who trust them

which offers the potential to sustain viral

marketing.

Source: Forrester Research

POTENTIAL INFLUENCERS

Reach

Proximity

Expertise

Relevancy

Credibility

Trust

Influence

Behavior

P I L L A R S O F I N F L U E N C E

Source: David Armano

Six significant factors used to analyze and rank influence.

Outcome

DEFINING INFLUENCE

Keywords – words, tags and variants relevant to the

Brand and its market are used to isolate potential

influencers of note

Social Tools – a combination of tools are used to research

and identify influencer candidates via qualitative and

quantitative analysis

Parsing & Ranking – candidates are methodically

evaluated based on a set of pre-defined filters and

parameters (Pillars of Influence) and ranked as to influence

Brand Monitoring – as an ongoing effort, listening to the

Brand or market conversation identifies additional vetted

influencers

Grouping – an IMS (influencer management system)

categorizes influencers into groups for developing unique

engagement approaches and opportunities

All Brands have social characteristics which can be used to research influencers.

IDENTIFYING INFLUENCERS

Many campaigns may require geo-targeting influencers by

world geography. Geo-targeting is a proven strategy

where emphasis is placed on markets of greater appeal.

However, the Social Web in itself is a global web.

Regardless of where conversations may be initiated, any

conversation can easily travel and find resonance in any

corner around the world supporting a holistic effort.

When choosing to geo-target influencers, all geographies

may not necessarily be created equal in social relevance.

Therefore, the degree of using geo-targeting and the

priorities of it for select geographies need to be considered

carefully with emphasis placed on geographies that have

the greatest potential impact and benefit.

GEOGRAPHIC CONSIDERATIONS

SOCIAL

BROADCASTE

RSare bloggers and

pundits who have wide

reach and offer an

avenue for elevating

awareness of programs

and products to

cultivated audiences.

Be a valued resource, comment on posts, re-tweet tweets, participate, interact, engage - comment with helpful information (not sales) after you understand their perspective

Build goodwill by offering special benefits, exclusivity, appreciation gestures to make them feel important as a way to cultivate increased loyalty

Contribute (offer) content to stimulate and expand the social broadcaster’s own community and follower appeal

Package branded content into comprehensive and easy to integrate vehicles for sharing and including into posts and threads

Co-collaborate on special projects and programs, co-host or sponsor webinars and special events

Continually conduct host briefings with influencers as news is available

Where appropriate, support influencers as advertisers

Form an advisory board for special projects among leading influencers and bloggers

ENGAGEMENT BEST PRACTICES REVEALED

MASS

INFLUENCER

Sare social media users

who create a great

number of impressions,

or are individuals who

create and share

content about products

and services .

Develop an engaging and inviting social persona

Follow and Friend influencers on social platforms of choice: ask them to reciprocate and make them feel part of an exclusive club

Be a valued community member: comment on posts, re-tweet tweets, share content, participate, interact, engage - comment with helpful information (not sales) after you understand their perspective

Build goodwill by offering exclusive opportunities, special offers, unique content, and appreciation gestures to make them feel important as a way to cultivate increased loyalty

Offer loyalty incentives and rewards

Build Brand ambassadorships with personalities of note

Continually ask for opinions, feedback, surveys with recognition

Reinforce a genuine sense of community appreciation with frequent recognition

ENGAGEMENT BEST PRACTICES REVEALED

POTENTIAL

INFLUENCER

Sare the vast majority of

social media users who

have modest networks

rich with trust.

Develop an engaging and inviting social persona

Build a vibrant community by following and friending influencers on social platforms of choice

Engage often with the communities by participating and interacting: respond and comment to posts, re-tweet tweets, send @replies and DMs, answer questions, offer loyalty incentives and rewards

Develop social programs, applications and content to build lasting Brand loyalty

Continually ask for opinions, feedback, surveys with recognition

Structure social platforms with complete transparency and openness to allow community members to contribute publicly comments, values, beliefs and sharable content

Build social destinations to offer a steady flow of consistent fresh consumable Branded content that reinforces the lifestyle experience

Develop additional content and discussions that are relevant to the interests of the targeted demographic (social characteristics) and which the topics are already being discussed in social circles

Seek opportunities to cross-promote social assets and to collect community information for integration with all forms of marketing

Reinforce a genuine sense of community appreciation with frequent recognition

ENGAGEMENT BEST PRACTICES REVEALED

Activation Program Architecture

Define goals for the program

Define key performance indicators (KPI) and overall metrics to measure success

Develop and test Keyword sets to form basis of initial research

Select tool set and conduct analysis for geographies

Parse, categorize and rank the Social Broadcaster and Mass Influencers into an Influencer Management System (IMS) by geography

Begin isolating key Potential Influencers – parse, categorize and rank

PHASE ONE BUILDING THE FOUNDATION

Architect engagement mechanisms for the influencer categories (and as needed rank hierarchy)

Develop the creative and programming (social influencer campaigns, programming, objects and assets)

Define the timeline of implementation

Define additional milestones, metrics, KPIs, and measurement cycles

Define ownerships of implementation responsibilities

PHASE TWO DEFINING BEST PRACTICES

Execute and manage defined timeline per ownership responsibilities

Analyze performance metrics in pre-planned cycles

Make early adjustments and refinements as needed for greater impact and influence

Use a Listening program to continually re-assess influencers and/or add influencers

Continue to isolate top-tier Potential Influencers – categorize into the IMS system – develop additional outreach programs

Perform a comprehensive 90 or 180 day program review – assess new strategies and creative to improve overall performance

PHASE THREE PROGRAM EXECUTION

Daniel McKean . danielmckean@gmail.com . 949 338 4762