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With consumer voices playing a bigger and bigger role in a company's brand and reputation, knowing who your most influential brand advocates are has never been more important for your company's growth. This session discusses ways to identify your most valuable customers, how to treat and engage them, and where to find people like them.
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Marketing to Your Influencers
Auren Hoffman
Agenda
• Identifying Influencers
• Engaging Influencers
• Finding More Influencers
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Conventional Wisdom
3
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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