how to integrate influencer marketing into your marketing mix
TRANSCRIPT
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“How To Integrate Influencer Marketing into your Marketing Mix
- Business Case, Engagement Models and Measuring Success”
Influencer Relationship Management
Tim Williams, CEO@williamstim@onalytica
ONALYTICAStarted in 2009, Based in London
Influencer Marketing Software
Influencer Mapping Reports
Professional Services & Consultancy
100K+ Social Influencer Community
Michael Birch Paul Birch
Bebo Founders & Onalytica Investors
The Modern Buyer’s Journey – Challenge or Opportunity?
Source: Lori Wizdo, Forrester
This product is A-MAZE-
ing!
I’ve already made up my
mind!
67% of buying research is done online – Forrester
An average person is served1,700
banner Ads each month
- Neilsen
The average
click through
rate is only 0.1%
- Neilsen
Ad blocking grew by
40% in the last 12 months
- Econsultancy
Advertising is not working anymore
INFLUENCER MARKETING IS PART OF
THE SOLUTION
“Influencer marketing is the practice of marketing to people who
influence your target market’s buying decisions and increase
conversion rate with your target market”
6.2% of key influencers are responsible for 80% of the influence in social media
– Forrester
KEY INFLUENCER
S
40% 80% 10% MARKET REACH
1st Degree Network
2nd Degree Network
3rd Degree Network
USE CASES
CUSTOMER RETENTION
COMMUNITY ENGAGEMENT
LEAD NURTURINGBRAND ADVOCACY
THOUGHT LEADERSHIP LEAD GENERATION
SOCIAL SELLINGWEBSITE TRAFFIC
BRAND AWARENESS EMPLOYEE ADVOCACY
GENERATES 2x THE SALES OF PAID ADVERTISINGRESULTS IN RECOMMENDATIONS 3x MORE LIKELY TO
TRIGGER A PURCHASEGENERATES 3x MORE “WORD-OF-MOUTH” MESSAGES
CAN INCREASE BRAND MARKET SHARE BY AS MUCH AS 10%
Source: McKinsey70% OF CUSTOMERS TRUST ONLINE CUSTOMER
REVIEWS 92% OF CUSTOMERS TRUST RECOMMENDATIONS FROM OTHER PEOPLE OVER BRANDED CONTENT
Source: Nielsen
Influencer Marketing – What Return Can You Expect?
START BY CARRYING OUT AN INFLUENCER MAPPING AUDIT
What does your influencer marketplace look like?
Network Maps can be built around:
• Corporate Brand • Product Category• Individual Product• Event• Thought Leadership Topic• Reputational Issue• Competitors
CelebritiesCorporate AssetsMainstream MediaBlogsGamersYouTubersThought LeadersCompetitor Assets
Politicians
Mums
Aseem Malhotra - Key InfluencerHealth Professional & Academic
Connected with Politicians, Mums , Academics & Journalists
Academics
Journalists
UK Health & Wellbeing Community Top 150 Engaged Social Influencers
Disparate Clusters
Of Influencer
s
Jamie Oliver is engaged with Journalists, Mumsnet, Academics & Politicians
Sugar Tax – Where Is The Influence Happening?
Understand The Best Approach To Engage Individual Influencers
Paid Engagement?
Organic Reach?
Influence Top Social
Connections?
Research-led Content?
WHAT ARE THE BEST
INFLUENCERENGAGEMENT
MODELS?
InfluencerMarketing
PR DISCIPLINE
1-to-1 Relationship
MARKETING MODEL
1-to-MANY Activation
Technology Can Help You Scale 1:to:1 Relationships With Multiple Influencers
Advocacy Model
CONTENTPR
ADVOCATE
Influencer Model
EXPERT
INFLUENCER
CONTENTPREXPERT CONTENT
PR
JOURNALIST
MARKET
Broadcast Model
TARGET AUDIENCE
MESSAGE CONTROL
HIGHMEDIU
MLOW
TRUSTEDMESSENGER
SOCIAL SELLING
BRAND AMBASSADOR PR MARKETING EMPLOYEE
ADVOCACY
SMEs
TARGETINFLUENCERS
Sales Execs
TargetAccounts
SeniorManagement
Media Trained Spokespeople Topical Experts Employees
Tier 1 Thought Leaders
Employees’ Social
NetworksTier 1 & 2 Social
InfluencersTier 1
Media & Bloggers
TARGET AUDIENCE
Model Remains the Same but the SMEs & Influencers Change
HOW TO SUCCESSFULLY
MANAGE MULTIPLE INFLUENCERS
NOT ANOTHER INFLUENCER
SPREADSHEET!
INFL
UEN
CE
VOLUME & ENGAGEABILITY
IRM CRM
INFLUENCERS CUSTOMERS
MANAGED BY PR MANAGED BY DIGITAL MARKETING
PAY TO PLAY MANAGED BY PRMANAGED BY BRAND
JOURNALISTS
THOUGHT LEADERS
HIGH-PROFILE BLOGGERS
YOUTUBERS / INSTAGRAMMERS
CELEBRITIES
BRAND / COMPETITOR ADVOCATES
TIER 2 BLOGGERS
TOPICAL COMMUNITIES
INFLUENTIAL CONSUMERS
Influencer Relationship Management (IRM) Is The New CRM For Influencers
HOW CAN YOU USE INFLUENCERS TO OPTIMISE YOUR
CONTENT MARKETING STRATEGY?
“94% of small businesses, 93% of B2Bs, and 77% of B2Cs use content marketing”
“ONLY 9% of B2B marketers consider their content marketing efforts to be “very effective.”- Content Marketing Institute
“13.4% of U.S. adults online create 80% of the content that influences people”- Forrester
STEP 1
Research topics that resonate
with your marketplace
Engaging Content
Influencer Activation
Increased Earned Media Value
STEP 2
Identify relevant
influencers toco-create and
share your content
STEP 3
Build Relationships
with influencers before
publishing
STEP 4
Publish content and outreach to
Tier 1 influencers
STEP 5
Measure performance
of content
Share Your Content With Relevant Influencers
WHAT ARE THE BEST
MEASUREMENTS OF SUCCESS?
Measurement & KPI Framework
ACTIVITY: Volume of Social Outreach to Influencers
ENGAGEMENT: Volume of 2-way Influencer Interactions
ADVOCACY: Volume of influencer posts on brand & products
AWARENESS: Volume, Reach & Share of Voice of brand, products & campaigns
PERCEPTION: Key Message delivery & Sentiment of brand, products & campaigns
Cost of investment (COI)• Researching influencers and setting up influencer programmes• Providing free product samples to target influencers and end target
audience• Time / Resource on Social Media Outreach• Content creation• Roundtable influencer events
Return on Investment (ROI)• Increase in Earned Media Value and Reach• Increase in Influencer Engagement• Improved Sentiment and Perception• Increase in Brand / Product Advocates• Increase in Site Traffic• Up to 10x Brand Awareness (average 3-5 times)
Increase in purchase consideration and SALES
How to determine ROI?
5 TIPS ON HOW TO RUN INFLUENCER
PROGRAMMES
1) Translate Business objectives into Influencer Marketing KPIs
(Example KPIs)Business Objective Influencer Marketing
KPI 1Influencer Marketing KPI 2
Increase Sales Increase engagement on social with target accounts
Turn prospects into Brand Advocates
Generate more leads 5% increase in social referred site traffic to content hub
Target number of influencer posts containing content hub URL
Improve Brand Reputation
Target number of influencer posts containing key brand messages
Increase in positive brand sentiment
Improve Thought leadership
Co-create content with 5 social influencers
Create 20 Brand Advocates on a key industry topic
Drive Awareness of Product Launch
Target number of influencer posts containing product mentions
Target number of influencer posts containing product URL
2) Agree Internal Definition of Your Target Influencer
Engagement – Driving engagement through 1st, 2nd and 3rd degree social networks in key topical contexts
Social Reach – over 5000 followers or subscribers on Twitter / Instagram / YouTube
Relevance – Posting relevant content around your brand, competitor brands, product categories or thought leadership topics
Location – Based in markets where you are seeking to influence OR has demonstrable influence over these markets
Influencer Type – Journalist, Blogger, Mum, Academic, Business leader, Decision Maker, Consumer etc.
3) Identify your internal SMEs & train them in Social
4) Create Your Own Working Engagement Model
5) Experiment, Learn and Improve
1) TRANSLATE BUSINESS OBJECTIVES INTO INFLUENCER MARKETING OBJECTIVES
2) AGREE INTERNAL DEFINITION OF YOUR TARGET INFLUENCER
3) IDENTIFY YOUR SMEs & TRAIN THEM IN SOCIAL
4) CREATE YOUR OWN WORKING ENGAGEMENT MODEL
5) EXPERIMENT, LEARN AND IMPROVE
Tim Williams, CEO@williamstim@onalytica
www.onalytica.comhttp://content.onalytica.com/
http://community.onalytica.com/
Come Join us to Network with other Influencer Marketing Professionals!THANK YOU!
18th May @ 6pmMarket Porter Pub
Borough MarketLondonSE1 9AA