Step Up Your Influence

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How WhiteWave Moved From Good To Great

Text of Step Up Your Influence

STEP UP YOUR INFLUENCE MOVING FROM GOOD TO GREAT INFLUENCER MARKETING

Lori Anderson Social Marketing Manager Lori leads social media strategy for WhiteWave Foods to support its brand objectives and drive consumer focused growth. Integrated planning to deliver innovative, relevant and high performing social content, marketing programs, and promotions.

TapInuence is focused on one thing making it easier for marketers to connect with their consumers in meaningful, authentic ways. Our platform is a marketplace of inuential content creators, workow software, and social analytics all in one.

Keely Nolan Customer Success Manager Keely has been assisting brands with inuencer marketing eorts as a Customer Success Manager at TapInuence for over two years. She loves working with talented inuencers - from bloggers to Pinterest pros to Twitter acionados across a variety of industries - to create engaging content that tells the brand's bigger stories.

Inuencer marketing doesnt need to be complicated in order to be convincing.

Your Path to Success

Beginner

Getting the Conversation Started

Intermediate

Building the Brand

Advanced

Top-of-mind, All the time

BEGINNER Getting the Conversation Started

Establish a proof of concept, reinforced by visible results, that sets the foundation for your social media presence.

WhiteWave started with its International Delight line of avored coee creamers, building a campaign around the core value of the product what a delicious creamer added to the coee experience.

Driving Conversations

Familiar Inuencers

Who better to talk about the coee experience thanpeople who drink coee?

The emphasis was on blog posts and the topics were casual stories about having coee with friends.

Content For Conversations

Scaling the Conversation

Blogs were the focus of this initial campaign, with further reach enabled on Facebook and Twitter.

EXPERT TIP. What to Think About When Selecting Inuencers.

Inuencers have a social media reach you can measure: a number of followers, connections or subscribers. But there are particular considerations that should match the unique requirements of your program and your brand.

INTERMEDIATE Building the Brand

Apply a more sophisticated approach to the essentials inuencer selection, content strategy, platform reach to develop campaigns that deepen brand engagement.

Craftier Campaigning

The goal? Expand the applications, and therefore the sales, of International Delights latest avors.

A Variety of Inuencers

WhiteWave looked to a diverse group of inuencers with several types of content across new verticals.

Useful, Relevant Content

Crafts and activities, videos and pictures, seasonal themes, recipes, product reviews

More People, More Channels

The rst time out, WhiteWave engaged around 30 40 bloggers. Now they reached out to 100 120 bloggers who spread their content, not just on Facebook and Twitter, but also on Pinterest, Instagram, YouTube and Google+.

EXPERT TIP. What constitutes great content.

Great content isnt an accident; it comes by deliberately seeking the intersection of three equally important elements: Audience needs wants desires, the inuencers point-of-view, and your brand story.

ADVANCED Reaching top-of-mind, all the time

From Campaign to Continuity

With Silk, WhiteWave pushed past intermittent campaigns into an always on approach that builds and sustains brand inuence over time.

Strategic Alignment

Inuencer marketing no longer merely complements traditional marketing, but becomes an integrated part of an overall marketing strategy.

Segmented Inuencer Types

To leverage its partners greatest strengths, WhiteWave organized them into two general categories: Premium Content Creators responsible for creating high-quality, share-worthy content such as photos, recipes, crafts, stories, etc.; and Buzz Builders and Brand Advocates who would share and amplify the premium content through Tweets, pins, status updates, comments and more.

Targeted, Structured Content

Silks content strategy has been organized into brand- and audience-relevant categories and scheduled across a calendar articulating daily/weekly, monthly, and quarterly commitments.

Real-time Analytics

EXPERT TIP. What to Track and Measure.

The real key to metrics? Making sure theyre aligned to what really matters: customer behavior. No one number provides sucient insight. Instead, metrics should be tracked within categories that reect the consumers decision journey: awareness, consideration, preference, purchase, and loyalty.

Results

In less than two months, Silks team of 25 Premium Content Creators made posts, images, videos, recipes and more that reached an audience of 5 million, with nearly 400,000 actual views, close to 28,000 Pinterest pins, thousands of through-trac clicks, and hundreds of shares to other social media forums such as Google+, Facebook and Twitter.

QUESTIONS?