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Care about learning 'Influencer Marketing: How To Identify And Engage With Your Influencers'? You will find this deck presented by Dr. Vikram Venkateswaran, AVP & Head Of Marketing, Altimetrik during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
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Digital Marketing Webinar Influencer Marketing: How To Identify &
Engage With Your Influencers
Aug 29, 2014 | Dr. Vikram Venkateswaran (AVP & Head Of
Marketing, Altimetrik)
Influencer MarketingHow
your
to identify and engage with
influencers
Dr Vikram Venkateswaran
www.drvikramvenkateswaran.com
2www.drvikramvenkateswaran.com
My Name is Dr Vikram Venkateswaran
and I am not an influencer
drvikramvenkateswaran
@drvikram
vikramvenkateswaran
3www.drvikramvenkateswaran.com
Loves Football, Blogging, Tennis & Public
Speaking
Associated with IBM, Wipro & CSC in the past
Heads Marketing for ALTIMETRIK
Sales & Marketing in Technology Services
Correy GriffinCo founded the AL
SIce Bucket Challenge
5www.drvikramvenkateswaran.com
What is an influencer?
An influencer is an individual author who has achieved a certain standard of prominence within an online community. An influencer has a large digital reach, holds a certain level of expertise, is well respected among peers, and interacts often within his/her community.
Who is an influencer ?
Influencer
OnlineCommunity
www.drvikramvenkateswaran.com 6
Why do we need influencers ?
COMMUNIT
Y
GOVERNME
N
INDUSTR
Y
INFLUENCE
RS
SOCIET
Y
7www.drvikramvenkateswaran.com
How do influencers work?
www.drvikramvenkateswaran.com 8
Inv
olv
emen
to
fIn
fluen
cers
What influencers do ?
1Create Awareness
2Drive Actions
3Validate Results
9www.drvikramvenkateswaran.com
There are many types of influencers
Source: Tracker.com
www.drvikramvenkateswaran.com 10
B 2 B Decision Making Process
Sample – Process to identify a CRM system vendor
Source: Tony Rems, ThoughtMatrix, The Net Whisperer
www.drvikramvenkateswaran.com 11
T
Yo
Your Text
How do we identify influencers ?
ur TextThe Resident
Expert
he Superstar
The Industry RockStar
The Rising Star11
Media is an amplifier
True influence
cannot be
bought
Don‘t go purely
by SocialMedia is not an
influencer
13www.drvikramvenkateswaran.com
Social Media Following can be misleading
Don‘t go purely
by Social True influence
cannot be
boughtMedia is not an
influencer
www.drvikramvenkateswaran.com 15
Buying influencers is a bad idea
Trying to buy
influencers is aMedia is not an
influencer
Don‘t go purelybig no no
by Social
www.drvikramvenkateswaran.com 15
How can you market to an influencer ?
17www.drvikramvenkateswaran.com
Involve them in your campaigns & get
inputs from them for the same
Start engaging them on a regular basis
Who else would be interested in solving that
problem?
Does your product or service solve a
problem?
A good example
Healthcare?
of how we did itForums/Newsgroups
in
Video
SharingMicro-Blogs
DEFINE keywords
…to target relevant online conversations, in
English.
MINE data
…For the relevant time frame.
ANALYZE data
…to determine whothe key influencers are
within the Healthcare Industry
EVALUATE metrics
…and establish benchmark
measures.
Healthcare Social
NetworksWikis
SocialMedia NewsAggregators
Photo
Sharing
Blogs
Reach Authority
Engagement Connectivity
18www.drvikramvenkateswaran.com
Building an effective influencer marketing
plan
Business Plan Marketing Plan
What are your
business objectives ?
How can marketing
help ?
The nextbig idea
Do youhave the
right content to be
sent out ?
Influencer relations
and their ecosystem
Your Influencer plan Your Content Plan
www.drvikramvenkateswaran.com 18
Thank You
Dr Vikram Venkateswaran
www.drvikramvenkateswaran.com
20www.drvikramvenkateswaran.com
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