social rm masterclass: a guide to building an army of brand influencers

A Guide to Building an Army of Brand Influencers!!!

@PlatinumSeed!@SuLittleZA!

Social RM Masterclass

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Social RM is a high touch business strategy centered on engaging and collaborating with customers and communities on social platforms, with the ultimate goal of building trust and long-term brand loyalty. In this ever-evolving digital landscape, key social networks own your customer data via large communities. When aiming to achieve social marketing objectives brands are often left at the mercy of sudden platform updates, changing algorithms and a consumer desire for “social cred”. Facebook has become a “pay to play” space while Twitter currently has no contextual filtration algorithm; many users follow others just for the sake of a follow back, or are being paid to advocate on behalf of brands without disclosure. These tactics are making it more difficult to cut through the clutter of what’s real and what’s relevant. The key for brands to ensure authenticity is to include relationship, loyalty and advocacy marketing in their social media toolkits – and reward not only those with reach but also those with a true passion. This translates to an authentic desire to advocate on a brand’s behalf both online and offline, beyond a paid-for campaign period; they're the ones who are in it for the long haul through good times and bad because they want to be. A sound Social RM strategy can help brands build this allegiance with the most active consumers in their community, turning them into an army of brand Influencers. We call them.. ‘The 1%’

Introduction

Social RM

Social RM

Social RM is an authentic, collaborative journey of engagement and mutually beneficial value exchange between a business and their loyal

consumers over time.

How does Social RM demonstrate value at a

business level?

INVESTMENT

RETURN

Social ROI Cycle

Listen & Engage

Authentic Business

Marketing

INVESTMENT

RETURN

INVESTMENT

RETURN

Social ROI Cycle

Attract Listen & Engage

Word of Mouth

Authentic Business

@SuLittleZA ©

RM INVESTMENT

RETURN

INVESTMENT

RETURN

Social ROI Cycle

Attract Listen & Engage

Analyse & Optimise

Trust & Loyalty

Authentic Business

@SuLittleZA ©

Business INVESTMENT

RETURN

INVESTMENT

RETURN

Social ROI Cycle

Analyse & Optimise

Word of Mouth

Authentic Business

@SuLittleZA ©

Marketing

RM Business INVESTMENT

RETURN

INVESTMENT

RETURN

Social ROI Cycle

Attract Listen & Engage

Analyse & Optimise

Word of Mouth

Trust & Loyalty

Authentic Business

@SuLittleZA ©

media is breaking!

3 BIG mistakes that we need to stop making..

! Forgetting the ‘social’ in social media ! !

01

“People will forget what you said, people will forget what you did,

but people will never forget how you made them feel”

~Maya Angelou

Focus and reliance on 3rd party platforms.!02

Not knowing our social customers. !03

Well, how do we fix it?

Develop an integrated RM communications strategy that offers value while engaging the consumer

throughout their lifecycle. !!

Integrated Communications Strategy

Loyalty Loop

OWNED CHANNELS

EARNED CHANNELS

(WOM)

BTL

POS

DIGITAL

ATL

BTL

POS

DIGITAL

DM

PR

@SuLittleZA ©

Influence Awareness

Evaluate

Consider

Purchase

Consumer RM Lifecycle

THE LOYALTY LOOP

Engage

Adapted: McKinsey

Social RM harnesses word of mouth by building authentic relationships with brand Influencers.

How do we recognise our brand Influencers?

REACH

SPHERES OF INFLUENCE:

RESONANCE RELEVANCE

What determines the success of an Influencer?

Adapted: Altimeter

SPHERES OF INFLUENCE:

Influencer’s ‘reach’ or audience size determines their Opportunity To See (OTS), however reach is not a reliable value of influence when looked at in isolation.

REACH

What determines the success of an Influencer?

SPHERES OF INFLUENCE:

Resonance measures the influencer/audience relationship with regard to their ability to instill change in mindset or entice them to perform an action. Smaller niche communities often demonstrate more impact than others, earning a more engaged and passionate audience surrounding a shared interest.

RESONANCE

What determines the success of an Influencer?

SPHERES OF INFLUENCE:

RELEVANCE

Relevance measures a strong relation between influencer’s audience and pillars of interest, with the brand’s values, cause and objectives. How credible are they in the industry? Are they a trusted source in their field?

What determines the success of an Influencer?

Influencers use Reach, Resonance & Relevance to authentically advocate, raise awareness,

inform opinion, drive action and impact sentiment on behalf of brands. !

What different tribes of Influencers should we

consider?

AMBASSADORS

ADVOCATES

ACTIVATORS

Influencer Tribes: Who are we looking for? Activators, Advocates & Ambassadors are 3 key Influencer tribes to consider

when developing Influencer engagement lists for long-term relationship building.

@SuLittleZA ©

ACTIVATORS

Content creators, curators, amplifiers:

Authors, Industry Bloggers, Media, Celebrities, Artists, Journalists, Publications, Analysts, Thought leaders

Influencer Tribes: Who are we looking for?

ADVOCATES

Evangelists: Active community members (1%), clear brand fans, NPS 8-10, signed-up to loyalty program, being tracked for advocacy

Influencer Tribes: Who are we looking for?

AMBASSADORS Paid Spokespeople: •  Employees  •  Sponsors, partners •  Brand Ambassadors •  Long-term paid advocates, authors •  Affiliates

Influencer Tribes: Who are we looking for?

So, where do we find our brand Influencers?

Always begin searching in communities where users are already aligned with, or close to our brand.

Where do we find our brand Influencers?

EMPLOYEES & PARTNERS: Send employees, agency and sponsorship partners outreach mailer with key content and information  

Where do we find our brand Influencers?

EMPLOYEES & PARTNERS

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Where do we find our brand Influencers?

DATABASE: Profile existing customer database for Reach, Resonance & Relevance  

DATABASE

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Where do we find our brand Influencers?

COMMUNITY: Use RM tools like ContinuOn to source, profile, manage and track most engaged and advocating consumers  

COMMUNITY

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Where do we find our brand Influencers?

WORLD WIDE WEB: •  Identify potential consumer

touch points online •  Research local awards in

shared interest, industry categories

•  Consider presence in offline world, then search for suitable online presence

WWW

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WWW

DATABASE

EMPLOYEES & PARTNERS

AFFINITY & EASE OF OUTREACH

Where do we find our brand Influencers?

@SuLittleZA ©

COMMUNITY

Now that we’ve identified our Influencers, how do we

engage?

3 RM Engagement Strategies

ATTRACT: •  Optimising touchpoints for social •  Mass reach paid media •  Conceptual content •  Influencer outreach •  CPA Compliant Campaigns •  Word of mouth referrals •  Tactical content

3 RM Engagement Strategies

CONVERT: •  Like FB / Follow TW tactics •  Recruiting campaigns •  Profiling and lead generation •  Proactive engagement •  Targeted communications •  Data enrichment •  Profile mapping •  Ecommerce / purchase

3 RM Engagement Strategies

RETAIN: •  Community Management & Escalations •  Crisis management •  Market research & Business Intelligence •  Tailored brand experience •  Re-marketing •  Data management •  Experiential •  Points for purchase & participation •  Rewards

3 RM Engagement Strategies

What kind of information can we ask of our Influencers?

PROFILE PARTICIPATION

PERCEPTION PERFORMANCE

Key Influencer data to collect

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PROFILE

•  Demographic •  Geographic •  Psychographic •  Social profiles •  Product repertoire

Key Influencer data to collect

PARTICIPATION

•  Online Interactions •  Offline interactions •  Purchase behaviour •  Intent •  Advocacy

Key Influencer data to collect

PERCEPTION

•  Customer feedback •  Sentiment

Key Influencer data to collect

PERFORMANCE

•  Consumer Insight •  Market research •  Business intelligence •  Reach, Resonance,

Relevance

Key Influencer data to collect

How do we manage Social RM with Influencers in the

long-term & at scale?

•  PROFILING •  ENGAGING •  TRACKING •  MANAGING •  REWARDING •  EXPERIENTIAL

The Social RM toolbox lays the tech foundation to support a robust and scalable consumer engagement and rewards strategy.

Is Social RM measurable?

Social RM Objectives & KPIs

Build trust & brand loyalty

Collect data & insight

à Engagement!à Sign-ups!à Sentiment!à Growth!à Sales / leads!à Response time!

à Quantitative data!à Qualitative data!à Customer data!

Facilitate word of mouth

à Earned reach !(volume/impact/virality/!Amplification/AVE/OTS)!à Click throughs!à UGC!!

•  Resulting in — increased authentic earned reach, consumer insight and brand loyalty.

!Social RM!In summary.. !!

•  Brand vision — establish brand as personable, trusting, collaborative, authentic and most progressive of its kind.

•  By doing — listening, engaging, amplifying and growing an owned Influencer base through mutual value exchange.

•  To achieve — top of mind awareness and brand trust, that leads to advocacy and word of mouth.

!Looking to re-engineer your social loyalty and advance

your Social RM strategy at scale? !

•  Identify your key engagers •  Nurture and incentivise brand Influencers •  Attribute physical sales to social networks •  Finally own your social data

Find out more: www.continuon.co

Want more information?Burning questions?What tools to use?Require RM strategy or training? Get in touch: Hello@PlatinumSeed.com

Thank you.