webinar: power of influence

27
THE POWER OF INFLUENCE TAKE THE LUCK OUT OF WORD OF MOUTH

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Word of mouth marketing has always been a powerful force and every strategic marketer knows that customers are more influenced by fellow customers than they are by vendors. Now, in the social age, influencers have a louder and more powerful voice than ever before. With any luck, these influencers can be powerful allies for your brand, but what if you can take the luck out with strategic social marketing efforts?

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Page 1: Webinar: Power of Influence

THE POWER OF INFLUENCE TAKE THE LUCK OUT OF WORD OF MOUTH

Page 2: Webinar: Power of Influence

TRADITIONAL MARKETING ISN’T AN EFFECTIVE WAY TO REACH CONSUMERS

Page 3: Webinar: Power of Influence

PEOPLE ARE TIRED OF

ADVERTISING THEY WANT A DIFFERENT RELATIONSHIP WITH

BRANDS ORGANIZATIONS HAVE EMBRACED

SOCIAL MEDIA

Page 4: Webinar: Power of Influence

BRANDS ARE INCREASING THEIR SOCIAL MEDIA BUDGETS

2011 $1.8 Billion

2016 $5 Billion

Social Media Management Technology

Agency Fees for Social Media

Integrated Campaigns on Social Networks

Page 5: Webinar: Power of Influence

INFLUENCERS MATTER TO YOUR BUSINESS

90% of consumers trust peer

recommendations. Only 33% trust ads.

90% of marketers have said Earned Media will have a significant

impact on their strategy by 2014.

74% of consumers rely on social

media to inform their purchasing decisions.

31% of consumers say that their decision to buy something

was influenced by something they read in a blog

56% of consumers that use social

media to interact with businesses feel a stronger

connection to that business

50% of consumers are more likely to buy a product from a company they can

contact via social media

Page 6: Webinar: Power of Influence

BUT MANY OF THEM ARE DOING IT WRONG

Page 7: Webinar: Power of Influence

“United Breaks Guitars” Dave Carroll (feat. Sons of Maxwell)

“I alerted three employees who showed complete indifference towards me.”

•  Posted July 6, 2009 •  5 million views in the first month

Page 8: Webinar: Power of Influence

INFLUENCER MARKETING ISN’T JUST ABOUT CREATIVITY. IT’S A SCIENCE.

$  

€  

£  

Page 9: Webinar: Power of Influence

BRINGING TOGETHER

ALL DEPARTMENTS

IN THE ENTERPRISE

PR

MARKET RESEARCH

MARKETING

CUSTOMER SUPPORT

CUSTOMER EXPERIENCE

TOP MGMT

Page 10: Webinar: Power of Influence

SOCIAL MARKETERS MUST START TO SPEAK CEO LANGUAGE

Page 11: Webinar: Power of Influence

WHAT IS INFLUENCER MARKETING?

Influencer marketing means focusing your efforts on key individuals online, to: •  Grow your audience •  Drive positive buzz •  Boost revenue •  Hit KPIs

Influencer Marketing KPI: How much does your audience grow per influencer over measured periods of time?

“Influencers are people with significant networks (followers, readers, etc.) who can speak to a broad range of products and services with the ability to sway opinions in their favor.”

-Jess Estrada, Digital Strategist & Blogger

Page 12: Webinar: Power of Influence

INFLUENCERS CAN HELP YOU ACHIEVE REAL BUSINESS OBJECTIVES

INFLUENCER MANAGEMENT

YOUR BRAND

INFLUENCER

AUDIENCE

SHARES & REFERRALS

BRAND BUZZ & PURCHASES

REVENUE PRODUCTS & SERVICES

Page 13: Webinar: Power of Influence

BRINGING SOCIAL TO THE BUSINESS MEANS TARGETING INFLUENCERS

INFLUENCER à Influential For You

Page 14: Webinar: Power of Influence

SEGMENT YOUR AUDIENCE

DETRACTORS

TARGETED AUDIENCE

FANS

\  LEADS

CUSTOMERS

Page 15: Webinar: Power of Influence

INCENTIVIZE INFLUENCERS TO

DO MORE FOR YOUR BRAND

Female,  18-­‐25  Has  a  dog  

Loves  Nissan  

Incen:ves   Deals   Rewards  

BRAND  OUTREACH  

Page 16: Webinar: Power of Influence

AND BUILDING A TEAM THAT GETS RESULTS INCENTIVIZE

YOUR SOCIAL TEAM TO ACHIEVE

RESULTS – AS IF THEY WERE

A SALES TEAM

Streamline Your Efforts by keeping track of conversation histories between your team and customers

Scale Engagement across your business and get the right information to the right people at the right time

Auto-Route Content to each department in your organization to optimize response time and efficiency

Identify Top Influencers and generate targeted awareness around your brand

Expand Your Social Reach by building connections with the right individuals and communities for your brand advocacy programs

Drive Revenue by finding and engaging with new prospects for lead generation through social channels

Page 17: Webinar: Power of Influence

TRACK RESULTS

Page 18: Webinar: Power of Influence

KPI #1 SOCIAL REPUTATION SCORE

15k 8k

Positive mentions (p)

Neutral mentions (e)

Negative mentions (n)

90k

Page 19: Webinar: Power of Influence

KPI #2 CONVERSION RATE

30 Million

Targeted Audience

45k

Purchases

Page 20: Webinar: Power of Influence

KPI #3 AMPLIFICATION

=

INFLUENCER CUSTOMERS

Page 21: Webinar: Power of Influence

4M ACTIVE ON SOCIAL MEDIA

8M TARGETED AUDIENCE

ADVOCATES

UNHAPPY CUSTOMERS

FAMOUS BLOGGERS

WOMEN LIVING IN PARIS OR LONDON, AGED 20 TO 40 YEARS OLD

CASE STUDY

LAUNCH OF A NEW EYE-LINER

Page 22: Webinar: Power of Influence

8M TARGETED AUDIENCE

1,000 INFLUENCERS

Conversion Rate = 0.01%

CASE STUDY

LAUNCH OF A NEW EYE-LINER

WOMEN LIVING IN PARIS OR LONDON, AGED 20 TO 40 YEARS OLD

Page 23: Webinar: Power of Influence

8M TARGETED AUDIENCE

1,000 INFLUENCERS

Amplification x500

500k BUYERS INFLUENCED BY SOCIAL MEDIA

CASE STUDY

LAUNCH OF A NEW EYE-LINER

WOMEN LIVING IN PARIS OR LONDON, AGED 20 TO 40 YEARS OLD

Page 24: Webinar: Power of Influence

CASE STUDY

LAUNCH OF A NEW EYE-LINER

Increased Sales by 25% vs regular

Ad Campaign

Campaign  with  Influencer  Marke:ng  program  

Sales  

Time  

Regular  Campaign  

Page 25: Webinar: Power of Influence

KEY TAKEAWAYS

!  MAKE  INFLUENCER  MARKETING  A  PROCESS:  CONVERT  AND  AMPLIFY  

!  REPORT  TANGIBLE  RESULTS  THAT  CAN  SPEAK  TO  A  CEO  

!  CONNECT  THE  ONLINE  AND  THE  OFFLINE  WORLD  TO  BUILD  FULLY  INTEGRATED  SOCIAL  INTELLIGENCE  PROGRAMS  

Page 26: Webinar: Power of Influence

@SYNTHESIO SYNTHESIO.COM

CLIENT STORIES OUR BLOG OUR RESEARCH

NEXT STEPS…

Page 27: Webinar: Power of Influence

SOCIAL INTELLIGENCE. BUSINESS RESULTS.