INFLUENCER MARKETING STRATEGIES

How marketing to certain influential people can get you potential buyers

Group 28 Abhradeep Sarkar abhradeep.in| abhradeep.sarkar@abhradeep.in Akshay Dongre akshaydongre.in|akshay@akshaydongre.in Manshi Gandhi manshigandhi.com|manshi@manshigandhi.com Shreevar Goel shreevargoel.com|shreevar@shreevargoel.com Tanvi Chaudhury tanvi.info|tanvi@tanvi.info Gaurav Bhandari gauravbhandari.info| gauravbhandari@gauravbhandari.info

Just what exactly is influencer marketing?

Why should I buy into it?

How do I go about it?

What does the influencer do, exactly?

The influencer holds the power to affect your business in a big way by -• They can write a blog post / article about you.• They can share information about you in their

social media accounts.• They can ask you, or permit you, to guest post

on their site.• Or, any combination of, or all of, the above.

Influencer Audience Factor

Influencer Trust Factor

Building the Relationship

• Focus on providing value. If they have a question, seek to answer it. Don't spend any time telling them what value you bring, just deliver it.

• Show that you will be active in sharing their stuff to your audience. The give and take attitude will be noticed.

• Actively help others; regularly. When you focus all of your attention on one person to the exclusion of others it starts to feel a bit freaky.

• The more personal the effort, better the relationship

• Quality Content - This goes without saying. Crap content will bring crap results and no amount of relationship building will change that.

• Trust in the Author - This is where the relationship comes into play. You can create great content, but if you are not yet trusted, your share rate will be far lower.

• Trust in Referring Sources - How someone learns about a piece of content is a factor in the share rate as well. If an authority tells you about it, you are more likely to respond by passing it on.

• Visibility - People can't share what they don't see. For example, if you create a great blog post and you tweet it once, a small percentage of your followers will ever see it.

• Impressions - Creating Impressions is classic marketing in action. Marketing experts used to say that it took an average of 7 impressions per sale.

• Relevance - if it is not relevant to them, they are not going to share it, even if it's great

• Uniqueness - If what you create is not exceptional, no one is going to care, and no one is going to share.

Likelihood Of Sharing

Creating Impressions

The reach of influencers is long. Not only can they get you links, they can give you shares that result in other people giving you links.

Some folks who got it right

• Arthur Guinness’ birthday celebrated as Arthur’s Day in Ireland (He’s a pretty big deal, there)

• General Motors set up an exclusive web site whose access was limited to “GM Insiders”

• Ken Block with his viral “Gymkhana” videos, for DC Shoes

Leveraging the power of Social Media

• Razorfish

• Flowtown

• Klout

• PeerIndex

Conclusion

Whether you believe in social media as a marketing channel or not, the reality is that we are in the midst of a turning point. No longer can you passively market products and services to an anonymous customer base. With the rise of influence marketing, your customer is marketing.