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A quick overview of applying Influencer Marketing to social media campaigns.
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INFLUENCER MARKETING
Since the Social Web is powered by conversations and personalities, a Brand’s efforts must be rooted in relationship building through active participation, cultivation, and nurturing. The new social initiative must recognize the stature and influence of those influencers it is hoping to connect with as well as to fuel the sharing of the Brand’s news, activities, and events across the social graph.
When considering an Influencer Marketing program, online influencers can be efficiently identified using a series of search tools readily available, however, engaging with influencers in a meaningful way is an art and science unto itself. A Brand can not simply ‘pitch’ potential influencers or ask them to retweet, post, or comment on its activities. In social media, Brands must lead by example.
The social web is powered by the practice of ‘paying it forward’. Part of the success will require active reciprocation and recognition of those who comment on Facebook and Tweet on Twitter – to show that we are listening.
Savvy Brands understand this process is an investment. One which the investment requires time and patience with an overwhelming commitment to build a two-way dialogue. There is no ‘absolute’ way to engage with influencers. Each Brand is different and may take different approaches through experimentation to find the best strategies and tactics to produce the most desirable results. The following should help explain some of the key basics for an Influencer Marketing program, along with identifying some key ‘best practices’ for reaching key influencers. The information contained herein should only be viewed as a starting point, where continuing efforts will grow and evolve as expertise and the program matures.
PAY IT FORWARD
Influence noun [in-floo-uhns] the ability to cause
desirable and measurable actions
and outcomes
INFLUENCE
Exposure . Engagement . Influence . Action
Influencer It can help drive the social media execution.
It can be a core part of a search engine optimization strategy.
Ultimately, if done correctly, it will drive sales and position a
Brand as one of the leading experts in the field.
W h y i s an i n f l u en cer s t ra teg y so i mp o r tan t ?
INFLUENCER
There are three categories of
influencers. Each have value
for a Brand and its marketing
efforts.
Pyramid structure does have an implied hierarchy with the size of the Influencer population for each category dependent on the Brand’s market and consumer demographics.
num
ber o
f inf
luen
cers
sca
le
Social Broadcasters
Mass InfluencersMass Connectors & Mass Mavens
Potential Influencers
Source: Forrester Research
UNDERSTANDING INFLUENCERS
1-to-1: Social PR, blogger outreach
Mass: Invitation, opportunity to
express opinions
Mass: Easy sharing tools
1-to-1: Social PR, blogger outreach
Unique experiences and content, recognition
Share-worthy or customizable
content
Awareness
Awareness, consideration
Awareness
Social Broadcasters
Mass InfluencersMass Connectors & Mass Mavens
Potential Influencers
Source: Forrester Research
INFLUENCER NUANCES
Engage with Reward withMarketing
Value
Social Broadcasters
Bloggers and pundits who have wide reach and
offer an avenue for elevating awareness of
programs and products to cultivated audiences.
Influencers of this type can be categorized across
the social spectrum as A-List, magic middle, or
long-tail influencers. These influencers are
appealing because of their large followings, but
they tend to assist more with awareness than with
preference. Source: Forrester Research
SOCIAL BROADCASTERS
Mass Influencers Mass Connectors
& Mass Mavens
Dominate the online discussions about products
and are responsible for 80% of the influence
impressions and posts about products and
services in social channels.
Mass Connectors are social media users who create a
great number of impressions (influencer impressions)
about brands and services in social networks, like Twitter
and Facebook, and
Mass Mavens are individuals who create and share
content (influencer posts) about products and services in
other social channels such as YouTube, blogs, forums, or
ratings and review sites.
Source: Forrester Research
MASS INFLUENCERS
Potential Influencers
The vast majority of social media users who have
modest networks rich with trust. They are
consumers who have networks comprised largely
of people they know offline and who trust them
which offers the potential to sustain viral
marketing.
Source: Forrester Research
POTENTIAL INFLUENCERS
Reach
Proximity
Expertise
Relevancy
Credibility
Trust
Influence
Behavior
P I L L A R S O F I N F L U E N C E
Source: David Armano
Six significant factors used to analyze and rank influence.
Outcome
DEFINING INFLUENCE
Keywords – words, tags and variants relevant to the
Brand and its market are used to isolate potential
influencers of note
Social Tools – a combination of tools are used to research
and identify influencer candidates via qualitative and
quantitative analysis
Parsing & Ranking – candidates are methodically
evaluated based on a set of pre-defined filters and
parameters (Pillars of Influence) and ranked as to influence
Brand Monitoring – as an ongoing effort, listening to the
Brand or market conversation identifies additional vetted
influencers
Grouping – an IMS (influencer management system)
categorizes influencers into groups for developing unique
engagement approaches and opportunities
All Brands have social characteristics which can be used to research influencers.
IDENTIFYING INFLUENCERS
Many campaigns may require geo-targeting influencers by
world geography. Geo-targeting is a proven strategy
where emphasis is placed on markets of greater appeal.
However, the Social Web in itself is a global web.
Regardless of where conversations may be initiated, any
conversation can easily travel and find resonance in any
corner around the world supporting a holistic effort.
When choosing to geo-target influencers, all geographies
may not necessarily be created equal in social relevance.
Therefore, the degree of using geo-targeting and the
priorities of it for select geographies need to be considered
carefully with emphasis placed on geographies that have
the greatest potential impact and benefit.
GEOGRAPHIC CONSIDERATIONS
SOCIAL
BROADCASTE
RSare bloggers and
pundits who have wide
reach and offer an
avenue for elevating
awareness of programs
and products to
cultivated audiences.
Be a valued resource, comment on posts, re-tweet tweets, participate, interact, engage - comment with helpful information (not sales) after you understand their perspective
Build goodwill by offering special benefits, exclusivity, appreciation gestures to make them feel important as a way to cultivate increased loyalty
Contribute (offer) content to stimulate and expand the social broadcaster’s own community and follower appeal
Package branded content into comprehensive and easy to integrate vehicles for sharing and including into posts and threads
Co-collaborate on special projects and programs, co-host or sponsor webinars and special events
Continually conduct host briefings with influencers as news is available
Where appropriate, support influencers as advertisers
Form an advisory board for special projects among leading influencers and bloggers
ENGAGEMENT BEST PRACTICES REVEALED
MASS
INFLUENCER
Sare social media users
who create a great
number of impressions,
or are individuals who
create and share
content about products
and services .
Develop an engaging and inviting social persona
Follow and Friend influencers on social platforms of choice: ask them to reciprocate and make them feel part of an exclusive club
Be a valued community member: comment on posts, re-tweet tweets, share content, participate, interact, engage - comment with helpful information (not sales) after you understand their perspective
Build goodwill by offering exclusive opportunities, special offers, unique content, and appreciation gestures to make them feel important as a way to cultivate increased loyalty
Offer loyalty incentives and rewards
Build Brand ambassadorships with personalities of note
Continually ask for opinions, feedback, surveys with recognition
Reinforce a genuine sense of community appreciation with frequent recognition
ENGAGEMENT BEST PRACTICES REVEALED
POTENTIAL
INFLUENCER
Sare the vast majority of
social media users who
have modest networks
rich with trust.
Develop an engaging and inviting social persona
Build a vibrant community by following and friending influencers on social platforms of choice
Engage often with the communities by participating and interacting: respond and comment to posts, re-tweet tweets, send @replies and DMs, answer questions, offer loyalty incentives and rewards
Develop social programs, applications and content to build lasting Brand loyalty
Continually ask for opinions, feedback, surveys with recognition
Structure social platforms with complete transparency and openness to allow community members to contribute publicly comments, values, beliefs and sharable content
Build social destinations to offer a steady flow of consistent fresh consumable Branded content that reinforces the lifestyle experience
Develop additional content and discussions that are relevant to the interests of the targeted demographic (social characteristics) and which the topics are already being discussed in social circles
Seek opportunities to cross-promote social assets and to collect community information for integration with all forms of marketing
Reinforce a genuine sense of community appreciation with frequent recognition
ENGAGEMENT BEST PRACTICES REVEALED
Activation Program Architecture
Define goals for the program
Define key performance indicators (KPI) and overall metrics to measure success
Develop and test Keyword sets to form basis of initial research
Select tool set and conduct analysis for geographies
Parse, categorize and rank the Social Broadcaster and Mass Influencers into an Influencer Management System (IMS) by geography
Begin isolating key Potential Influencers – parse, categorize and rank
PHASE ONE BUILDING THE FOUNDATION
Architect engagement mechanisms for the influencer categories (and as needed rank hierarchy)
Develop the creative and programming (social influencer campaigns, programming, objects and assets)
Define the timeline of implementation
Define additional milestones, metrics, KPIs, and measurement cycles
Define ownerships of implementation responsibilities
PHASE TWO DEFINING BEST PRACTICES
Execute and manage defined timeline per ownership responsibilities
Analyze performance metrics in pre-planned cycles
Make early adjustments and refinements as needed for greater impact and influence
Use a Listening program to continually re-assess influencers and/or add influencers
Continue to isolate top-tier Potential Influencers – categorize into the IMS system – develop additional outreach programs
Perform a comprehensive 90 or 180 day program review – assess new strategies and creative to improve overall performance
PHASE THREE PROGRAM EXECUTION
Daniel McKean . [email protected] . 949 338 4762