10/22/2016. Experience The Power of Influencers. Who Are We? OUR PRESENTATION. Tweet. Tweet YOUR Takeaways. Take Notes.

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1 Experience The Power of Influencers John Foley, Jr. and Samantha Lake Who Are We? Tweet YOUR Takeaways Use the hashtag OUR PRESENTATION Take Notes Tweet Save Questions 1

2 What is Influencer Marketing Influencer Marketing is the practice of marketing to people who influence your target market s buying decisions and increase conversion rates with your target market. 92% of consumers trust online content from friends and family above all other forms of brand messaging. 50% of consumers find UGC more memorable than brand produced content. 53% of millennials have said UGC has influenced their purchasing decisions. 2

3 Why Should You Care? Holy Grail Leverage Credible Effective Market Reach 10% 40% 80% 1 st Degree Network 2 nd Degree Network 3 rd Degree Network Key Influencers 6.2% of key influencers are responsible for 80% of influence in social media. 3

4 Not Optional Define Goals Measurement and KPI Framework ACTIVITY: Volume of social outreach to influencers ENGAGEMENT: Volume of 2-way influencer interactions ADVOCACY: Volume of influencer posts on brand, products, or organization AWARENESS: Volume, reach, and share of voice of brand, products, and campaigns PERCEPTION: Key message delivery and sentiment of brand, products, and campaigns 4

5 How to Determine ROI? Cost of Investment (COI) Researching influencers and setting up influencer programs Providing free product samples to target influencers and end target audience Time/resources on social media outreach Content creation Roundtable influencer events Return on Investment (ROI) Increase in earned media value and reach Increase in influencer engagement Improved sentiment and perception Increase in brand/product advocates Increase in site traffic Up to 10x brand awareness (average 3-5 times) Increase in purchase consideration and SALES Translating Business Objective into KPI Business Objective KPI 1 KPI 2 Improve Brand Reputation Improve Thought Leadership Drive Awareness of Product Launch Target number of influencer posts containing key brand messages Co-create content with five social influencers Target number of influencer posts containing product mentions Increase in positive brand sentiment Create 20 brand advocates on a key industry topic Target number of influencer posts containing product URL What do they Look like? Identify their Needs 2015 Who are the Decision Makers? What Motivates them? 2017 Who is Your Target Audience What can you do Better than the competition? Create Personas 5

6 Buyer s Journey How Do You Find Your Target Audience? Check out your competition Ask Social Media Participate in groups Establish Criteria for Choosing Influencers Engagement Driving engagement through 1 st, 2 nd, and 3 rd degree social networks in key topical contexts Social Reach More than 5,000 followers or subscribers on Twitter/Instagram/YouTube/Snapchat Relevance Is posting relevant content around your brand, competitor brands, product categories or thought leadership topics Location Based in markets where you are seeking to influence OR has demonstrable influence over these markets Influencer Type Journalist, Blogger, Academic, Business Leader, Decision Maker, Consumer, Celebrity, Athlete, etc. 6

7 Finding Influencers Target Audience Trustworthy and Credible Develop Relationships Focus on Impactful Brand Experiences Resources Spreadsheet Tools 7

8 Creating a Plan of Action Influencers + Content Types of Campaigns Contests, Giveaways, Sweepstakes Creative Social Following Theme/Hashtags Product Placements 8

9 Leveraging User Generated Content Generated1,700 pieces of UGC Importance of Storytelling 9

10 What Action Do You Want Your Audience to Take? 8 Influencer Tips #1 Know thy Influencer #2 Value vs. all about you #3 Slow peddle the relationship #4 Influencers early in the planning #5 Start engagement before the party #6 Make it easy Pre-write the posts for them #7 Stay engaged Follower, share, like and provide 10

11 8 Influencer Tips (cont.) #8 Utilize marketing tools Specialty Tools BuzzSumo AwarenessHUB Marketplaces (Pay-to-play shop for influencers) Webfluential Tapinfluence Marketing Platforms Traackr AwarenessHUB GroupHigh MarketwithMAX Become THE Influencer 11