the influencer ecosystem 12 september 2019 · 9/12/2019 · what marketing or comms objectives are...
TRANSCRIPT
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The Influencer Ecosystem
12 September 2019
CORPORATE PARTNERS:
The Financial Services Forum
#FSFEvents
@TheFSForum - @Onalytica - @sabguthrie
Kindly hosted by:
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Jack Morel-PauloOnalytica
CORPORATE PARTNERS:
The Financial Services Forum
#FSFEvents
@TheFSForum - @Onalytica
Kindly hosted by:
![Page 3: The Influencer Ecosystem 12 September 2019 · 9/12/2019 · What marketing or comms objectives are you trying to drive by working with ... Gain visibility with your target audience](https://reader034.vdocuments.net/reader034/viewer/2022042420/5f383d1365dbd53d4e2c79b9/html5/thumbnails/3.jpg)
The Ingredients of an
Influencer Program
Connecting brands and influencer communities to create inspiring content
Jack Morel-PauloHead of Influencer Marketing Strategy
@morelpaulo
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What do I need to put in?
Objectives Tactics Activation
What marketing or comms
objectives are you trying to
drive by working with
influencers?
What campaign activities will
you collaborate with
influencers on?
How will you engage
influencers to collaborate
with you?
![Page 5: The Influencer Ecosystem 12 September 2019 · 9/12/2019 · What marketing or comms objectives are you trying to drive by working with ... Gain visibility with your target audience](https://reader034.vdocuments.net/reader034/viewer/2022042420/5f383d1365dbd53d4e2c79b9/html5/thumbnails/5.jpg)
What do I need to put in?
Tactics Activation
What campaign activities will
you collaborate with
influencers on?
How will you engage
influencers to collaborate
with you?
Objectives
What marketing or comms
objectives are you trying to
drive by working with
influencers?
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Pick your main objective in line with desired business outcomes
BRAND AWARENESS &
PERCEPTION
Gain visibility with your target
audience through influencers
EMPLOYEE ADVOCACY
Market your brand through
your employees
ACCOUNT BASED MARKETING
Target your Key Accounts by
combining Social Selling &
Influencer Marketing
DEMAND GEN
Drive new business by
collaborating with the right
influencers
EVENT IMPACT
Give your event major
amplification on social media
ISSUE REPUTATION
Work with influencers to
manage your brand
reputation
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7
Finding your Influencer Community
STEP 1
Research topics that resonate with
your market
influencers and target audience
STEP 2
Identify relevant influencers to
co-create and
share your content once published
STEP 3
Build relationships with influencers
interacting with
relevant content on their channels
STEP 4
Publish content and outreach to
target influencers
STEP 5
Measure performance
of content with
target influencers and wider influencer
community
Influencer Identification
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7.6M posts on
Wealth
Management
Feb 2018-Feb 2019
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Finding your Influencer Community
Quantitative Qualitative
Do they post on relevant topics?
How frequently?
What engagement do they get on
relevant posts?
Do they engage with other
influential people?
Do they look like a good fit for your
brand?
Are they a good fit for the
campaign you have in mind for
them?
Do they have credibility with the
target audience for your
campaign?
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What do I need to put in?
Objectives Activation
What marketing or comms
objectives are you trying to
drive by working with
influencers?
How will you engage
influencers to collaborate
with you?
Tactics
What campaign activities will
you collaborate with
influencers on?
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Influencer Activation & Content Format Ideas
Industry roundup blog post
Video Influencer Interviews
Influencer Videos with Senior Exec / SME
Interactive eBook
Employee Posts featuring Influencers
Influencer LinkedIn Posts & Tweets
Influencer Podcast
Influencer Panel at Event
Influencer Twitter Chat
Influencer Tweetup at Event
Influencer Research Report
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Plan Engagement Tactics around Existing Opportunities
Onalytica Tip:Ensure you start influencer outreach 4-6 Weeks ahead of the planned event or content launch
Month 1 Month 2 Month 3 Month 4
Events & Content Event Launch Blog Previewing Event Major Brand Event Event Follow-Up
Engagement
Tactics
• Influencer Recognition Blog Post
• Influencer Content Co-
Creation
• Twitter Chat Previewing
Event
• Influencer Panel
• Influencer Video
Interviews
• Round Up Blog Post
from event ft. Influencers
KPIs
• Influencer Relationships
Built
• Impressions on Event
Launch Content
• Engagement on Content
• Event Sign-Ups Driven
• Engagement on
Influencer Posts at Panel
• Engagement on
Influencer Video
Interviews
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What do I need to put in?
Objectives Tactics
What marketing or comms
objectives are you trying to
drive by working with
influencers?
What campaign activities will
you collaborate with
influencers on?
Activation
How will you engage
influencers to collaborate
with you?
![Page 14: The Influencer Ecosystem 12 September 2019 · 9/12/2019 · What marketing or comms objectives are you trying to drive by working with ... Gain visibility with your target audience](https://reader034.vdocuments.net/reader034/viewer/2022042420/5f383d1365dbd53d4e2c79b9/html5/thumbnails/14.jpg)
14
Influencer Program Roles & Responsibilities
Influencer
Program Manager
Topic Research
for Influencer ID
Best Practice,
Guidance &
Training
Oversees
Program
Structure
Industry/Geo
Marketing & Comms
Provides
Content/Event
Opportunities for Influencers
Influencer
Engagement on
Social
Relationship
Manager
Sends Outreach
Message
Role
Responsibilities
& Activities
Measurement &
Reporting
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Relationship Manager Objectives
30 Influencer
Relationships
1 Relationship
Manager5 Influencer
Advocates
Time Investment
in always-on
engagement =
20 mins/day
Influencers with
awareness of your
brand & ready to be approached for
an opportunity
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1) Follow your assigned influencers on Twitter and LinkedIn
2) Like, comment and share your assigned influencers’ content that
resonates with your business / personal values & priorities
3) Setup email notifications for when influencers post about your brand &
key topics
4) Start conversation with influencers around events you might be
attending or opinions on the innovation / challenges in the market
5) Share brand & industry content with influencers once you have built a
relationship
6) Invite influencers to your upcoming events
7) Ask influencers to contribute to your personal content
8) Always-on social interactions – weekly touchpoints
Brand-Influencer Social Interactions
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Questions?
[email protected]@morel_paulo
Jack Morel-Paulo
Head of Influencer Strategy
Connecting brands and influencer communities to create inspiring content
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Scott Guthrie
CORPORATE PARTNERS:
The Financial Services Forum
#FSFEvents
@TheFSForum - @sabguthrie
Kindly hosted by:
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Scott Guthrie
sabguthrie.info
@sabguthrie
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agendaWhat we are going to cover
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What’s the alternative?
The media landscape has fractured. The marketing landscape has
splintered in response. Financial Services brands need to adapt in
order to stay relevant.1
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Go where your audience is
Understanding who your audience is, where they ‘hang out’ and what
you want them to do.2
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Creating meaningful content
The importance of a relevant, authentic,
credible voice3
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x3Consumers three times as
likely to follow an influencer
on social media than to
follow a brand directly,
indicating the ability of
influencers to better reach
consumers.
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74%
74% of people who follow
influencers go on to tell four
people on average about brands,
products and services they have
seen an influencer promote
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Target 17- to 19-year-olds, who make
up only 1.5% of UK licence holders
but are responsible for 12% of fatal
and serious crashes
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relevance, credibility and
authenticity
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Scott Guthrie
sabguthrie.info
@sabguthrie
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Upcoming The Financial Services Forum Events
CORPORATE PARTNERS:
• Is your Brand getting you the Talent you Deserve? – 17 September
• Improving the Pensions Journey for Women – 24 September
• Fintech – Building Global Brands – 26 September
For more 2019 events go to: www.thefsforum.co.uk/events/