identifying and activating social media influencers in 7 simple steps
DESCRIPTION
Learn how to identify and activate your social media influencers and advocates in this session hosted by Eileen Bernardo of Viralheat and Chris Newton of Influitive.TRANSCRIPT
1
IDENTIFYING AND ACTIVATING
SOCIAL MEDIA INFLUENCERS IN
7 SIMPLE STEPS
2
TODAY’S PANELISTS
Chris NewtonVP of Business Development
@csnew10
Eileen BernardoMarcom Manager/Social Strategist
@eileenrene
3
HOUSEKEEPING
• Q&A panel on your right
• Recording for those who couldn’t make it
• All attendees will receive slides
• Twitter hashtags #advocatemktg #influencers
4
WHAT WE’LL COVER
• Why social media influencers matter
• How to identify social media influencers
• How to activate influencers as brand advocates
• Best practices to keeping advocates engaged
5
WHY SOCIAL MEDIA MATTERS
Percent of
74% of people rely on social networks
to guide a purchase decision
Column1
75% say info found on social
channels influences shopping
behavior & enhances brand loyalty
6
IT’S ALL ABOUT TRUST
%
of people trust brand messaging on
social networks
%
of people trust recommendations
from friends
Source: Nielsen Report
7
Buyers Don’t Trust MarketingIT’S ALL ABOUT TRUST
Source: Nielsen Report
#2 most trusted forms of
advertisement
Personal recommendations
& word-of-mouth
.
9
SET THE OBJECTIVE
• Brand awareness
• Product promotion
• Event attendance
• Referrals & sales
• Thought leadership
• Relationship building
• Brand loyalty
What are you trying to accomplish?
12
DETERMINE THE CONVERSATION
• Who do you want to talk to?
• What do you want to talk about?
• Where will these conversations happen?
• When is the ideal time to engage?
• Why is this topic important?
• How will I find relevant individuals?
15
IDENTIFYING YOUR INFLUENCERS
• Influencers - Individuals whose opinions others trust and whose feedback can help another make or break a decision.
• Impact influencers - individuals with the largest following and biggest potential impact
• Volume influencers - individuals who mention your brand or product
• Identifying your social media influencers
– Manual search
– SMMS tool
18
ENGAGING YOUR INFLUENCERS
• Have a conversation
• Develop a relationship
• Propose a partnership
You’ve discovered your influencers… now what?
• Give sneak peaks/beta access
• Build brand loyalty
• Say thank you
Remember:
Don’t be creepy - stay on the same platform
20
INFLUENCERS
ADVOCATES
• Broad reach
• Domain knowledge
• Influential opinions
• Genuine fan
• Direct experience
• Long-term relationship
21
Buyers Don’t Trust MarketingTURNING INFLUENCERS INTO ADVOCATES
23
BUSINESS VALUE
• High Quality
• On Time
• On Budget
• Open Communication
• No Scary Surprises
24
PERSONAL VALUE
• Education
• Networking
• Recognition
25Source: Demand Metric
29%33%
17%
52%
57%
44%
0%
10%
20%
30%
40%
50%
60%
Customer satisfactionprogram
Customer referral program Renewal campaigns
No/Low Revenue
Moderate/High Revenue
CUSTOMER MARKETING & REVENUE
27
Advocates Do it All
Referrals Product reviews
Content
distribution
References
Social
promotion
Media
interviews
User
groups
Product
surveys
Customer
Advisory
Boards
Analyst
briefings
WHAT CAN YOUR ADVOCATES DO?
35
7 SIMPLE STEPS
1. set clear program objectives
2. brainstorm relevant topics
3. discover the influencers
4. invite them to engage
5. deliver true value
6. offer opportunities to advocate
7. motivate and recognize
then, refine & repeat to maintain engagement
36
QUESTIONS?
Chris NewtonVP of Business Development
@csnew10
Eileen BernardoMarcom Manager/Social Strategist
@eileenrene
37
WANT TO LEARN MORE?
www.viralheat.com
www.viralheat.com/blog