Marketing to Your Influencers
Auren Hoffman
Agenda
• Identifying Influencers
• Engaging Influencers
• Finding More Influencers
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Conventional Wisdom
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HighPast
Spending
Good Treatment
and Satisfaction
High Future
Spending
“Total Customer Value” depends on individual spend
Influencers…
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Customers with lots of friends and
impact
VIP Treatment,
Special Promotions
W.O.M. and many more customers
Have high “Total Referral Value”
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Two Types of Influencers
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Levels of Influence
Depend on friendships…
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Levels of Influence
social persuasion…
Did You Know?
% of buyers who rely on WOM for purchases:
Dining and restaurants
67%Computers and software
38%Travel and vacation
22%
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Identifying Influencers
How do you find them?
1. “Share Me” email campaigns – coupon redemptions, clicks
2. Referral awards and programs
3. Reactions to online posts/updates –referral stats from bit.ly links
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Identifying Influencers
How do you find them?
4. Klout scores on Twitter
5. High friend counts – free queries on Rapleaf API trial
6. Building an “Influencer” Score – points for clicks, coupon codes redeemed, etc
…now what?
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Engaging Influencers
1. Give away free samples and trials
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Engaging Influencers
2. Offer invite-only promotions and access to special events (and invite friends)
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Engaging Influencers
3. Build a referral program
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Engaging Influencers
4. Ask for feedback (and listen)
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Engaging Influencers
5. Setup customer service (and other) flags
Actor Kevin Smith, kicked off of plane for being overweight, shared his experience with 1.6 million Twitter followers
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Engaging Influencers
6. Surprise them
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Engaging Influencers
7. Establish a brand advocate program
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Engaging Influencers
8. Have executives, management call them
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Finding More Influencers
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• Reach out to happy customers
• Engage people who are already influential
• Find people who are passionate about similar things
Influencer marketing is not a short cut.
• Make every customer happy
• Surpass expectations
• Be creative
• Impress them
• Give them things to talk about
• Measure results
• Stay humble
Finally…
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Rapleaf
667 Mission St, FL 4
San Francisco, CA 94105
www.rapleaf.com
415-886-7270
Twitter: @rapleaf
Questions?
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